ch01 intro to exp mktg

8/23/2019 Ch01 Intro to Exp Mktg

1/13


2/13

Experiential Marketing is the art of creating an experience

where the hoped-for result is an emotional connection to a person,

brand, product or idea. It is a form of advertising based on theprinciple of marketing a product or brand through an experience

rather than the placement of advertisements.

Experiential marketing often involves events, contests, interactive

campaigns to promote, however holistic experiential marketing

considers the experience delivered to the customer through thepurchase or use of the product or service.


3/13


4/13

Mahindra in India, Mahindra Tractors wantedto launch their Hy Tec brand which was astrong hydraulic tractor aiming to help farmerssaw the field. To show this technology to thefarmers they engaged them through atechnique in which sensors were fixed to thehydraulic and a large LCD monitor was placedfor the farmers, which captured the movement

of the cultivator on an ECG graph. This activitywas easily understood and remembered by thefarmers and the sales graph was tremendouslyincreased


5/13

Need of Experiential Marketing:

Environment becoming more competitive.

Experiences link consumers directly to the

brand & one-on-one interaction deepensrelationships with target audiences.

Provides a portal to the CRM process, building

brand loyalty.


6/13

Allows brands to do things that cant be doneon TV, radio, print, or online.

Attracts new customers

Encourages trial and conversion.

Leaves consumers with impressions they willnever forget.

Appeals to consumer senses...Opportunity tostrike an emotional chord.


7/13


8/13

What is the business purpose?

Who is the audience (for this effort specifically)?

What is the desired take-away?

How does this fit within the marketing mix?


9/13

Can be Feet on the street

Fairs/Festivals/Community Events

Private Events - invitation only Galas/Parties/Productions

Sales Meetings/Internal Events

Consumer Intercept


10/13

To establish the connection in such a way that the consumer responds to a productoffering based on both emotional and rational response levels.

Nowadays striking displays with powerful visual elements: such as websites, visual media

such as print ads are made visually appealing; so that they conjure up daydreams of locales

and reminders of sensations that are enjoyable to the individual.


11/13

Supports and works in conjunction with otheraspects of the marketing mix

CREATES BUZZ!

Can touch a specific target audience

Effective in reaching the influencers


12/13

Engages all five senses

Most memorable media

Changes brand perceptions

Increase sales

Consumers love it Experiential is the word of mouth media

An opportunity for personal feedback

Experiential can convey complex messages Makes consumers receptive to other forms of media

Enables media stand out

cont..


13/13

64%said experientialmarketing was

effective atmaking brands andproductsmemorable

89%

want to try outproducts before

they buy them

64%who had taken

part in experientialmarketing toldsomeone else

about it

58%say taking part in

experientialmarketing

encourages them tobuy a product

83%agreed experientialmarketing is more

personal thanother forms of

advertising

ch01 intro to exp mktg

Documents