Experiential Marketing Theory PDF

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Summary

Types of experiences, the 4Es (escapism, entertainment, education, esthetics), advantages of experiential marketing, consumer participation...

Description

Experiential Marketing Theory The most significant question managers can ask themselves is who they are serving, why, and what specific experience will my event/company offer? The advantages of experiential marketing events are that they appeal to the 5 senses, create interaction with a brand in non-sales environment, lead to greater emotional connection, share-worthy, help community or social involvement, can stimulate purchases.

Types of experiences (SEMs) • Visual and verbal identity and signage - names, logos, colours • Product presence - design, packaging, display • Co-branding, involving event marketing - sponsorships, alliances, partnerships, licensing, product placement • Web sites • People - salespeople, company reps, service providers, call centre operators Customers are both demanding greater levels of personalisation in their marketing experience and placing businesses under increasing pressure to co-create with them. Marketers have to connect and interact with people such as companies and customers as connections are not just between consumers and products. They have to collaborate with people, not just involve them. They have to use co-creativity. An experiential marketing event should involve participation, immersion and involvement, a change in skill, knowledge, memory or emotion, a conscious perception of having lived through an activity, an effort directed at addressing a psychological or internal need, connects visitors across multiple devices and offline, making a more holistic experience, grow a legacy.

4Es Theme the experience, Harmonise impressions with positive cues, Eliminate negative cues, Mix in memorabilia, Engage the five senses. • Escapism - Customer shapes or contributes to the experience, which offers the customer a way of taking on a new persona. Experience requires not only participation, but also a willingness to forget the content of their normal lives to act as someone or something else. - What should your guests do? How can they become more immersed and get them to participate in the experience? • Hiking, cycling, hot-air ballooning, tours, harvesting grapes • Entertainment

- Watching activities/performances of others. Passively enjoying favourable content without having to interact. - What can you do to get your guests to stop and stay? How can you make the experience more enjoyable? • Jokes, movies, concerts, wine-blending and food demonstrations, museum visits • Education - Customer’s skills and knowledge though active participation in the experience. Must involve active participation. - Visitors’ desire for self-education - active intellectual or physical self-growth. - What do you want to learn from the experience? What information or activities will help them in the exploration of their knowledge or skills? • Wine tasting and seminars, cooking classes, craft classes • Esthetics - Enjoyment of an enriched unique physical design. Passively appreciating or being in a setting of the business. Putting yourself in an immersive experience that does not interact with you. - Evaluation of the physical environment or the overall atmospherics or mood. - What makes your guests want to come in, sit down and hang out? How can the environment be changed to be more inviting, interesting and comfortable? • Themed restaurants, museums, consuming wine, unique lodging, visiting art shows, fairs, sensory garden tours

Schmitt’s 10 rules for successful experiential marketing...