Description
This Presentation is about what is experiential marketing and what are the different tools to achieve experiential marketing. It also gives the examples of experiential marketing.
EXPERIENTIAL MARKETING
GROUP 7
‚Experiential marketing is a live and a interactive marketing discipline which builds positive emotional engagement between a brand and its consumers. It generates sensory impacts using creative and innovative techniques.?
The live experience is always at the heart of what we do
“The idea is not to sell something, but to
demonstrate how a brand can enrich a customer’s life”
It is not limited to stimulating the traditional two senses of sight and sound. It impacts on taste, touch and smell as well“
Example, It’s like the difference between listening to your favourite band on the radio and then seeing them along side 100000 people live on stage.
?
?
? ?
?
Events typically include sports events, fair and festivals, parties, and concerts. Tie-ins with sports events. Example:- A program by American Express program cardholders to the U.S. Open, seating them beside former champions such as Ivan Lendl to watch the matches. Local social events. Example:- PetSmart and Petco, the largest U.S. pet stores chains, offer dog training and other classes for pet owners. Retail parties. Example:- Sparks, a caffeinated malt liquor beverage from Miller Brewing Company, recently sponsored a pool party for about 300 guests at a midtown Manhattan hotel. Department stores staging events such as in-store fashion shows, musical concerts, celebrity appearances, art exhibitions, and product demonstrations
Experiential marketing is not just made up solely of events, mobile tours, and sports or entertainment marketing programs.
It's an idea. A mindset. A focus on creating fresh connections between brands and consumers out in the world where things happen.
89% agree experiential marketing builds customer relationships for the long term. ? 73% agree experiential marketing generates sales/leads in the short term. ? Marketers also agree experiential drives word of mouth (86%) and aligns internal audiences with brand/business goals (79%). ? 61% of marketers say experiential is extremely or very important for the success of the organizations in the future ? Almost seven out of 10 say that it will become increasingly important over the past year, and 65% say that it will become more so over the year to come.
?
?
?
Signature Books by author for few customers.
Theme Restaurant like sport bar, heritage hotels etc
?
Multiplex Theatre have changed the experience of watching movies by creating state of art ambience.
Airline Industry Sponsored Contest where customers win a dinner date with celebrity
? ?
1. Makes Immediate Sales Events that integrate entertainment with the chance to try a product leave impact ? It's the event itself that distinguishes it from traditional marketing
2. Launch a New Product Putting your product in front of just the right people can be a low-cost way to attain lift off. ? Launch parties, staging urban street event, participating in a community fair attracts target audience group
3. Stand out in a Competitive Field Some products just need to be experienced first-hand. Extoy inventor was delighted to get his product placed in stores, lost among thousands of other products. But when taken to kid-friendly events, children got to see it and play with it without other toys competing for attention. 4. Get People Talking positive product experience is sure to make waves with ensuing recommendations. ? effective interaction with customers create memorable experience , bonus of positive word-of-mouth , unofficial workforce of salespeople spreading the good word.
1. 2. 3.
4.
Experiences don't just happen; they need to be planned • Be creative; use surprise, intrigue and, at times, provocation. Shake things up Find the "duck" for your brand: PODs or USPs Ex- belling experience at Pizza Hut Think consumption situation, not product • ‚Grooming in the bathroom," not "razor‚ • "Casual meal," not "hot dog‚ • "Travel," not "transportation‚ Evaluate experiential impact with an Experiential Matrix • Profile different types of experiences (SENSE, FEEL, THINK, ACT, and RELATE) across experience providers (logos, ads, packaging, advertising, web sites, etc.)
1.
2. 3.
4.
5. 6.
7.
8.
Multi sensory impact. Emotive brand building. Allows communication of complex messages More memorable than other forms of media Changes purchasing behaviour Interactive Provides invaluable feedback Lasting brand recall
? Nike's iD system, design your own shoes. ? Customers can design their shoes according to
their likes and dislikes, material, colour, shape etc“ which was definitely creating an identity for themselves.
Gitanjali Group gives their consumers in-depth knowledge of the product as well as the category. ? This group have a lot of consumer engagement programs which includes fashion shows, movie tieins, exhibitions, social gatherings for page 3 celebrities and who’s who in the country.
?
Castrol CRB plus tractor engine oil sale had dipped because of shift in customer preference. To re-establish CRB plus in the market and get ahead of its competitors, its scientific heat proof technology had to be showcased visually to a TG of farmers and mechanics. An ‘Operation Attack’ was deployed to ambush 17 states with 11 units simultaneously. This demonstration compared the superiority of Castrol CRB plus, at a temperature of 300 degree, with other brands. Army of 35 people spread out to communicate and convince the TG on the brand proposition.
1.5 lac farmers contacted 1500 shows in 90 days 65 districts across India 12% increase in sale
Mahindra and Mahindra took up the challenge to promise prosperity to farmers. This was done by enriching him with knowledge and partnering in technological development. Thus, ‚Bhoomi? a unique technology based value offering, was designed. Mahindra Bhoomi assessed the farmers’ soil condition and gave him solutions to enhance its productivity at the convenience of his door step. Bhoomi was Mahindra’s first customer centric business approach cutting across tractor ownership. It was later used by fertilizer companies and relevant government institutions.
Contacted 30,000 farmers 400 mobile tests 600+ enquires Dealeship footfall increased by 5%
Shanti Badam Amla intended to establish awareness of brand Shanti Badam Amla with the goodness of Badam and emphasize the dual benefit of badam and amla in rural India. A float was fabricated with a window display of a life size Shanti Badam Amla bottle to showcase the product prominently. Customers were contacted through the road show and were invited to participate in ‚Shanti Badam Amla strong hair challenge? where they got a chance to get their hair checked by the hair-care expert. To create hype in the mass media, actress Bhumika Chawla- brand ambassador of Shanti Badam Amla hair oil was roped in to meet the winners of the hair test for goodwill generation.
Captive involvement of 1000 - 1500 TG per town 100-150 hair test conducted per town 110 parlors covered
IDEA intended to modify the attitude towards need of mobile in rural India and break the perception of poor network offered by IDEA. For this, a story narrated and acted by film characters relating to day-to-day usage of a mobile phone in a life of a rural trader.
10 districts of Haryana covered, reaching about 150 villages adjacent to IDEA towers. Live demos of IDEA services cleared the image & re-won trust of customers.
THANK YOU
-Group 7
doc_225392723.pptx
This Presentation is about what is experiential marketing and what are the different tools to achieve experiential marketing. It also gives the examples of experiential marketing.
EXPERIENTIAL MARKETING
GROUP 7
‚Experiential marketing is a live and a interactive marketing discipline which builds positive emotional engagement between a brand and its consumers. It generates sensory impacts using creative and innovative techniques.?
The live experience is always at the heart of what we do
“The idea is not to sell something, but to
demonstrate how a brand can enrich a customer’s life”
It is not limited to stimulating the traditional two senses of sight and sound. It impacts on taste, touch and smell as well“
Example, It’s like the difference between listening to your favourite band on the radio and then seeing them along side 100000 people live on stage.
?
?
? ?
?
Events typically include sports events, fair and festivals, parties, and concerts. Tie-ins with sports events. Example:- A program by American Express program cardholders to the U.S. Open, seating them beside former champions such as Ivan Lendl to watch the matches. Local social events. Example:- PetSmart and Petco, the largest U.S. pet stores chains, offer dog training and other classes for pet owners. Retail parties. Example:- Sparks, a caffeinated malt liquor beverage from Miller Brewing Company, recently sponsored a pool party for about 300 guests at a midtown Manhattan hotel. Department stores staging events such as in-store fashion shows, musical concerts, celebrity appearances, art exhibitions, and product demonstrations
Experiential marketing is not just made up solely of events, mobile tours, and sports or entertainment marketing programs.
It's an idea. A mindset. A focus on creating fresh connections between brands and consumers out in the world where things happen.
89% agree experiential marketing builds customer relationships for the long term. ? 73% agree experiential marketing generates sales/leads in the short term. ? Marketers also agree experiential drives word of mouth (86%) and aligns internal audiences with brand/business goals (79%). ? 61% of marketers say experiential is extremely or very important for the success of the organizations in the future ? Almost seven out of 10 say that it will become increasingly important over the past year, and 65% say that it will become more so over the year to come.
?
?
?
Signature Books by author for few customers.
Theme Restaurant like sport bar, heritage hotels etc
?
Multiplex Theatre have changed the experience of watching movies by creating state of art ambience.
Airline Industry Sponsored Contest where customers win a dinner date with celebrity
? ?
1. Makes Immediate Sales Events that integrate entertainment with the chance to try a product leave impact ? It's the event itself that distinguishes it from traditional marketing
2. Launch a New Product Putting your product in front of just the right people can be a low-cost way to attain lift off. ? Launch parties, staging urban street event, participating in a community fair attracts target audience group
3. Stand out in a Competitive Field Some products just need to be experienced first-hand. Extoy inventor was delighted to get his product placed in stores, lost among thousands of other products. But when taken to kid-friendly events, children got to see it and play with it without other toys competing for attention. 4. Get People Talking positive product experience is sure to make waves with ensuing recommendations. ? effective interaction with customers create memorable experience , bonus of positive word-of-mouth , unofficial workforce of salespeople spreading the good word.
1. 2. 3.
4.
Experiences don't just happen; they need to be planned • Be creative; use surprise, intrigue and, at times, provocation. Shake things up Find the "duck" for your brand: PODs or USPs Ex- belling experience at Pizza Hut Think consumption situation, not product • ‚Grooming in the bathroom," not "razor‚ • "Casual meal," not "hot dog‚ • "Travel," not "transportation‚ Evaluate experiential impact with an Experiential Matrix • Profile different types of experiences (SENSE, FEEL, THINK, ACT, and RELATE) across experience providers (logos, ads, packaging, advertising, web sites, etc.)
1.
2. 3.
4.
5. 6.
7.
8.
Multi sensory impact. Emotive brand building. Allows communication of complex messages More memorable than other forms of media Changes purchasing behaviour Interactive Provides invaluable feedback Lasting brand recall
? Nike's iD system, design your own shoes. ? Customers can design their shoes according to
their likes and dislikes, material, colour, shape etc“ which was definitely creating an identity for themselves.
Gitanjali Group gives their consumers in-depth knowledge of the product as well as the category. ? This group have a lot of consumer engagement programs which includes fashion shows, movie tieins, exhibitions, social gatherings for page 3 celebrities and who’s who in the country.
?
Castrol CRB plus tractor engine oil sale had dipped because of shift in customer preference. To re-establish CRB plus in the market and get ahead of its competitors, its scientific heat proof technology had to be showcased visually to a TG of farmers and mechanics. An ‘Operation Attack’ was deployed to ambush 17 states with 11 units simultaneously. This demonstration compared the superiority of Castrol CRB plus, at a temperature of 300 degree, with other brands. Army of 35 people spread out to communicate and convince the TG on the brand proposition.
1.5 lac farmers contacted 1500 shows in 90 days 65 districts across India 12% increase in sale
Mahindra and Mahindra took up the challenge to promise prosperity to farmers. This was done by enriching him with knowledge and partnering in technological development. Thus, ‚Bhoomi? a unique technology based value offering, was designed. Mahindra Bhoomi assessed the farmers’ soil condition and gave him solutions to enhance its productivity at the convenience of his door step. Bhoomi was Mahindra’s first customer centric business approach cutting across tractor ownership. It was later used by fertilizer companies and relevant government institutions.
Contacted 30,000 farmers 400 mobile tests 600+ enquires Dealeship footfall increased by 5%
Shanti Badam Amla intended to establish awareness of brand Shanti Badam Amla with the goodness of Badam and emphasize the dual benefit of badam and amla in rural India. A float was fabricated with a window display of a life size Shanti Badam Amla bottle to showcase the product prominently. Customers were contacted through the road show and were invited to participate in ‚Shanti Badam Amla strong hair challenge? where they got a chance to get their hair checked by the hair-care expert. To create hype in the mass media, actress Bhumika Chawla- brand ambassador of Shanti Badam Amla hair oil was roped in to meet the winners of the hair test for goodwill generation.
Captive involvement of 1000 - 1500 TG per town 100-150 hair test conducted per town 110 parlors covered
IDEA intended to modify the attitude towards need of mobile in rural India and break the perception of poor network offered by IDEA. For this, a story narrated and acted by film characters relating to day-to-day usage of a mobile phone in a life of a rural trader.
10 districts of Haryana covered, reaching about 150 villages adjacent to IDEA towers. Live demos of IDEA services cleared the image & re-won trust of customers.
THANK YOU
-Group 7
doc_225392723.pptx