- Experiential marketing
Experiential marketing attempts to connect
consumer s withbrand s in personally relevant and memorable ways. The alternative term "customer-experience marketing" emphasises the idea of communicating the essence of a brand through a personalised experience.As a
marketing methodology, experiential marketing aims to move beyond the traditional "features-and-benefits"marketing , cast to a wide audience that includes not only those who may benefit from a brand or product, but also those who would not benefit at all. (As a result of such traditional marketing, people avoid messages whenever possible and by any means possible i.e. pop-up blockers, theUnited States National Do Not Call Registry and DVRs (such asTiVo ) to avoid exposure to commercials.) In contrast, experiential marketing presents an experience that people choose to attend to and participate in after identifying the relevance of a brand or product to theirneed s.Psychology
In the simplified paradigm of
lateralization of brain function , experiential marketing reflects a right-brain bias in that it aims to fulfill consumers'aspiration s to experience certain feelings — comfort and pleasure on the one hand, and avoidance of discomfort and displeasure on the other. It involves a perceived one-to-one interaction between a brand and an individual consumer. Experiential marketing creates a stronger relationship with the consumer by delivering a message that has a deep connected meaning and relevance to the consumer and the brand delivering the message.Fact|date=December 2007In contrast, 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. Product-centric marketing presumes a degree of rationality in consumers' decision-making that contemporary
neuropsychology does not support.Fact|date=November 2007 (Emotionally-generated feelings influence consumers' much more than rationally-derived thought does.Fact|date=November 2007.)Methodology
[http://www.configurations.com/ Configurations] , founded in 1989 and an industry leader in Experiential Brand Communication, employs a successful experiential marketing method that brings comprehensive Strategic, Creative and Tactical thinking together. It is a unique process Configurations branded as "The Art of Creative Integration".
"The Art of Creative Integration" is a special way of thinking. It is powered by the imagination, but it is driven by bottom line results. Products get noticed when using this effective experiential marketing method. The results of "The Art of Creative Integration" are easily measured and evaluated for the best ROO and ROI in the industry.
"The Art of Creative Integration" Method includes:
Strategic Thinking: • Strategic Analysis • Market Research • Campaign Planning • Interactive Experiential Branding and Marketing
Creative Thinking: • Conceptual Branding • Corporate and Product Image Promotion• Immersive Exhibits and Environments
Tactical Thinking: • Project Management • Production and Logistics • Boothmanship Training• Synergistic Marketing • Statistics and Evaluation
Category growth
Experiential marketing has become an accepted alternative marketing methodology.Fact|date=November 2007 As of
10 November 2007 searches using Google found the following numbers of results for the respective strings:"experiential marketing": 508,000 results "
field marketing ": 684,000 results "guerilla marketing ": 988,000 results "social marketing ": 1,260,000 results "viral marketing ": 1,500,000 results "marketing ": 505,000,000 resultsExperiential marketing continues to grow in popularityFact|date=November 2007 as mainstream marketers adopt it more widely Fact|date=November 2007.
Perceived need
With
emerging media making a growing impact in themarketplace , vying for consumers’ attention becomes increasingly difficult.Advertisers once saw experiential marketing as an alternative approach to reaching the most media-savvy audience.Fact|date=November 2007 It offers an engaging, entertaining and interactive
brand experience unmatched by traditional marketing.Fact|date=November 2007 In today's marketing landscape experiential marketing leads the way.Fact|date=November 2007In the past ten years, experiential marketing has become a hot topic in the branding world.Fact|date=November 2007 Some of the most prominent brands such as
Levi's ,Nokia ,Harley-Davidson ,Wells Fargo andVolkswagen have implemented successful experiential programs to reach their target.Facts|date=November 2007Organizations such as
Starbucks ,Procter & Gamble ,General Motors ,Cadbury Schweppes ,Unilever ,Kraft Foods ,Expedia ,T-Mobile USA , andDirecTV employ this approach.See also
*
customer experience management
*field marketing
*history of marketing
*Viral marketing
*Relationship marketing
*Promotion (marketing) External links
* http://knowledge.asu.edu/blog/index.php/2007/07/19/p57 - Give a little, sell a lot: How free samples influence shoppers' buying behavior.
Bibliography
*
Max Lenderman : "Experience the Message: How Experiential Marketing is Changing the Brand World"
* B. Joseph Pine II and James H. Gilmore: "Experience Economy "
*C.K Prahalad andVenkat Ramaswamy : "The Future of Competition: Co-creating unique value with Customers"
*Bernd Schmitt : "Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate "
* David B. Wolfe: "Ageless Marketing: strategies for reaching the hearts & minds of the new customer majority". Chicago, Illinois: Dearborn Trade Publishing, c2003. ISBN 0793177553Footnotes
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