After economic reforms, marketing has changed the entire consumer behavior, it has intensified more competition in brands. Now we are in net revolution. We have left behind traditional marketing concepts. Earlier we were using product, feature based brands to induce consumers. Now we have new differentiator in marketing. This is called EXPERIENTIAL MARKETING. This new marketing mix is trying to bring brands to life through experience. Experiential marketing is to stimulate in active manner, to engage consumer in a personal life experience, to allow them to be receptive with the brand in a personalised environment. Experiential marketing is to create and add the value of life, they are to be involved in the product development process. We have seen lots of marketers are doing this experiences like Indica, Pepsodent, NIIT, Pepsi, Dishnet. Experiential marketing is also about choosing customers, selling your dreams. Here dreams is not a product it is about experience. Take the case of PEPSI they are in business of creating experiences for consumers through events, placement of visicoolers, everything.
Experience marketing is having mind shift approach in its delivery system it has creative rules and frame work. It has to be viewed as scientifically. It has the following objectives, these objectives can be used as new marketing mix strategy.
||The company’s core business activity
||Marketing communication strategy
||Integrated marketing strategy
||All marketing tools, Advertising ,Media interactive, Promotion, On site promotion, Direct response from consumers
||First to define your core business objectives in which business you are, your all activities.
||What kind of communication strategy you are looking for, this should be correlated with your core business activity
||Consumer research has to be made carefully
||What kind of promotion strategy you are looking for, this should be correlated with your core business activity
||You should have fully integrated marketing strategy to create an experiential situation
||All marketing tools has to be tackled very smartly.
Experiencial marketing focuses on customer experiences. Traditional marketing fails to gauge sensory, motional, ognitive behvioural relationship needs. But in the case of experiential marketing it has philosophy neurobiology, psychology and sociological theory of the consumer.
Indian Experiences we have Indian experiences in this context.
The launching of SHELL brand of two wheeler oil-SHELL 21. The objectives was to provide certain experience which ad could not provide or deliver. The USP was purity, colorless, odourless. They carried out these experiences in 25-30 cities with the oil. Two wheeler driver could see, smell through experiences, this was done in petrol pumps. Over 16 lacs consumers went through this experiences. It was measured as parameter of trials and repeat purchase rate.
Hindustan Lever is one of the best example of the mind shift that explains experiential marketing. They targeted children for PEPSODENT in 96. They decided to take the pepsodent experience through a positive dentist interaction. They targeted schools all over the country. They did in the following manner :
a) They hired dentists who gave personal and audio visual interaction
b) taught about brushing, good oral habits.
c) check ups, given colorful edutainment booklets.
d) Given dental forms to kids.
e) setting up kiosks with touch screen were a kid can have all queries, experiences. HLL did these experiences in 25 cities targeted 2.5 millionkids. These exercises forged a new personalized relationship with kids where pepsodent is being seen as high brand recall product & identified itself with coral care. HLL is also doing this experiences with VIM dishwasher brand.
Rebook India did same thing. In May 1999 consumers were encouraged to try out Reebook’s premium brand DMX shoes. They created related posters merchantise a site were customers was blind folded to cut out visual distraction, given a walkman to cut out noise. DMX placed in one put, in another foot is his. Then he was asked to take a walk & feel the shoe. Feedback was taken in a form. They targeted 8793 consumers from there converted 708 consumers as their purchaser.
NIIT : this institute wanted to change its image from career building course provider to high tech provider. It launched ‘Jawa Cafes’ in engineering colleges after sending volunteers to targeted colleges to quiz students on their interest. They devised one hrs workshop with presentation on these, that could be done the net. They were given computers with coffee. The idea was to creat an association bondage with students, they can take something which they have experienced here. NIIT extended 20 colleges 70% of participants are registered. With this NIIT created an experience in life with promise – high touch.
Experiential marketing, invites change in bindset. It has all sense, feel, think act & relate. All the stragetic marketing, tools are to be syncronised in a consistent, holistic, enriching experience.
Till then, experience something new.