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8/23/2019 Ch01 Intro to Exp Mktg
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8/23/2019 Ch01 Intro to Exp Mktg
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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.
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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
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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.
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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.
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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?
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Can be Feet on the street
Fairs/Festivals/Community Events
Private Events - invitation only Galas/Parties/Productions
Sales Meetings/Internal Events
Consumer Intercept
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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.
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Supports and works in conjunction with otheraspects of the marketing mix
CREATES BUZZ!
Can touch a specific target audience
Effective in reaching the influencers
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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..
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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