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Experiential Marketing LUBNA LAKDAWALA
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. and on modern billboards must immediately catch the attention of prospective clients and hold that attention long enough to make an impact. but also conjure up daydreams of locales and reminders of sensations that are enjoyable to the individual. such as websites. When used to create customer experiences of this nature. many people now use modern technology to avoid this sort of marketing approach. and making the connection quickly and seamlessly. The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels. Consumers’ decisions are much more influenced by emotionally generated feelings than by their rationally derived thought. as well as inspiring a sense of practicality. and avoidance of discomfort and displeasure on the other. in print media. This means that the marketer needs to have a firm grasp on the mindset of the target audience he or she wishes to attract. experiential marketing seeks to tap into that special place within consumers that has to do with inspiring thoughts about comfort and pleasure. Here are a few of the basics of experiential marketing. experiential marketing is a concept that integrates elements of emotions. The idea of experiential marketing reflects a right brain bias because it is about fulfilling consumers’ aspirations to experience certain feelings – comfort and pleasure on one hand. and entice individuals to act on that impulse to purchase. By understanding what the consumer is likely to think and feel. and visual media such as print ads should not only be visually appealing. While thirty second ads on radio and television once had a great impact. traditional product centric marketing reflects a left brain bias because it generally seeks to persuade consumers by invoking rational factors that position the advertised brand as better than competing brands. Appealing to a variety of senses. and general thought processes to connect with the consumer. Shortened attention spans demand that any ad campaign make a quick impression. a sense of rapport between the product and the consumer is established that helps to make the good or service more desirable with each encounter. In contrast. and how this process can often succeed when other marketing strategies fail.What is Experiential Marketing? As a unique approach to the task of marketing goods and services. In order to engage in experiential marketing. or the opportunity to engage the consumer will quickly pass. Because experiential marketing connects with the consumer on multiple levels. this approach to the marketing task ensures that businesses can still attract and satisfy the needs and desires of consumers. Product centric marketing presumes a degree of rationality in consumers’ decision-making that contemporary brain science refutes. Experiential marketing holds the key to making this happen. it is possible to get an idea of how to steer the customer in a direction that will relate with the product. logic. This means that ads on the Internet. the strategy is ideally suited for contemporary sales and marketing campaigns. By appealing to all the senses. it is necessary to engage as many of the senses as possible. Striking displays with powerful visual elements.

Mahindra Tractors wanted to launch their Hy Tec brand which was a strong hydraulic tractor aiming to help farmers saw the field. Using public relations. Today. Experiential marketing provides experience of the brand and not just the product. point-of-sale. traditional marketers continue to contend that mass media is still relevant to the customer.An experiential approach to launch a brand may be more effective and relevant than anything that television advertisements can offer. In Australia. Experiential marketing helps the customer in retaining and recalling the service or product offered by companies. and consumers were given a chance to contribute their photos to the exhibits. The innovations. However. through a strictly experiential marketing point of view. something unheard of when launching a spirits brand. The campaign flew in the face of traditional ways to launch a brand. especially while launching a new brand. band concerts and photo exhibitions in these spaces. In a rather astounding bow to experiential marketing over mass marketing. In other words. Absolut was able to eschew traditional advertising altogether. put on DJ sets. To show this technology to the farmers they engaged them through a technique in which sensors were fixed to the hydraulic and a large LCD monitor was placed for the farmers. designs and concepts cut through the clutter of thousands of impressions that people . Instead of using mass marketing to blanket the millions in order to reach the few. Absolut chose to target the few to eventually reach the masses. Absolut leased two bars in Sydney and Melbourne. Visitors to the Absolut Cut bars got a free bottle of Cut. Experiential marketing: A Differentiator Experiential marketing is the next marketing methodology that can bridge the disconnect between customers' increasing demand to engage marketers and brands on their own terms and the slow-footed reluctance of traditional marketers to move away from mass-media marketing. This activity was easily understood and remembered by the farmers and the sales graph was tremendously increased Experiential Marketing can be easily be combined with Word of Mouth Marketing and affects can be astounding . “Experiential marketing helps brand marketers gain valuable insight by interacting directly with consumers outside mass-media landscape”. they need to understand that there is an increasing demand for out-of-box ideas and experiences that the mass media may or may not be able to offer.Indian Example An example of Experiential Marketing is Mahindra in India. which captured the movement of the cultivator on an ECG graph. online and event marketing. Absolut Vodka launched a brand called “Cut”. One of the best example is Absolut vodka. generating what Absolut hoped would be a viral element to the campaign.

or new-and-improved packaging. By engaging in experiential marketing campaigns. the best marketers have a skew that is 55:45 mass media to experiential marketing. or four separate brands combine their core competencies to launch a so-called "branded brand. making it difficult for the customer to distinguish one product from another. material. Customers can design their shoes according to their likes and dislikes. coming together with the dual branded bar. design your own shoes. The innovative and multi-dimensional experiences create emotional resonance. Instead of marketers spending their time on new products. BTL holds 15 per cent of the total advertising expenditure which is expected to grow by another 10 per cent in the coming years. the leading clothes washing bar. According to a study done by HPI Research Group. colour. mass media is working less and less. shape etc… which was definitely creating an identity for themselves. three. This only becomes imperative for brand managers to find out and appreciate how their brand is understood by the customer and how they are interacting with them differently than before. A strong brand can no longer shield a company from competition. 68 per cent of surveyed marketing executives spent more on experiential marketing in 2006 than in 2005 and half of those executives expect to increase spending in 2007. benefiting and empowering their customers. Products are also becoming congested with too many features. Brands are now also being driven by the customer themselves. With Indian markets getting more complex and demanding. they should concentrate on their existing marketing strategies to see how they are engaging. It is now no longer surprising to see two. and often tune out marketing messages completely. Currently.are bombarded with each day. Experiential marketing can make brands important again. brand marketers are able to gain valuable insight into this realm by interacting directly with consumers outside of the mass-media landscape." Like Rin and Surf Excel. and thereby disproving the notion of brand loyalty. nor can it ensure that customers stay loyal to it. through experiential elements like Converse's co-creation marketing or Nike's id system. This environment forces brand managers to find new ways to create and maintain a relationship between their product or service and the customer in a way that makes their brand more than just a fancy nameplate in front of a product. line extensions. strengthen the bond between Brand Identity and Brand Loyalty. Today. . More far reaching is what experiential marketing holds for the future of our everyday experiences with brands and services. Perhaps this is why some leading companies are choosing to forgo brand extensions for something more experiential. As empowered customers are increasingly demanding better products and services. brands are beginning to team up with each other to offer customers a new type of brand that answers this demand. Nike came up with an innovative idea to gauge customers by giving them an experience of being themselves. Customers are more skeptical than before about marketing and advertising.

The product would be featured as part of the experience through product trial and the brand imagery would be represented through the colour scheme. If this experience were targeted effectively and reached its target audience. For example. look and feel of the experiential set. then the interactive experience will be focused on a similarly energetic. the actual interaction is inspired by the brand personality. he or she is left with a memorable understanding of complex brand values and will automatically affiliate the product with that personality. energetic people and the brand personality is active and bubbly. which is why experiential marketing campaigns often have the objective of driving product trial. active and bubbly interactive activity. Experiential marketing also creates brand advocacy.The Benefits Experiential marketing is a fabulous approach for bringing a brand personality to life. it would connect with the aspirational and lifestyle aims of the consumer (to be energetic and active) and result in a genuine connection. can also be amplified through all the marketing communications channels. with innovative features and benefits that can only be communicated through experience. if you have energy drinks that targets sporty. which is focused on an interactive game. once a consumer has engaged with the brand. . The obvious results are strengthened brand relationships. This live brand experience. for example digital gaming and ads. It drives wordof-mouth through personal recommendations that are the result of consumers feeling that the brand experience added value and connected with them through relevant interaction. strengthening the relationship between the brand and the purchaser. an increase in customer loyalty. such as a game that involves jumping on a branded trampoline whilst surrounded by blown bubbles. and therefore a more long-term strategic approach to gaining and maintaining market share. Therefore. Sometimes the product itself is truly superior to its competitors. However.

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