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Introduction
Nowadays then the world is very quickly change, coming new technologies, communication, comes changes in to the marketing too. There are big competitions so principles and actions of traditional marketing do not work. How attract new consumers, cause? These opportunities have experiential marketing. Marketing-mix theory was criticising due to its mechanical point of view (stimulus- reaction). Now is proved that between stimulus and reaction is process. Twenty years after, this notion has gained ground to be recognised as important for what it can contribute to marketing knowledge of the consumer. As a consequence, it is the pillar of the so called experience economy and experiential marketing. Marketers tend to engage consumers in a memorable way, offering them extraordinary experiences. For them, experiences provide consumers a way to engage physically, mentally, emotionally, socially and spiritually in the consumption of the product or service making the interaction meaningfully real.
perspective, the consumption experience is no longer limited to some prepurchase activity, nor to some post-purchase activity, e.g. the assessment of satisfaction, but includes a series of other activities which influence consumers decisions and future actions. Consumption experience is thus spread over a period of time which can be divided into four major stages: The pre-consumption experience, which involves searching for, planning, day-dreaming about, foreseeing or imagining the experience; The purchase experience which derives from choice, payment, packaging, the encounter with the service and the environment; The core consumption experience including the sensation, the satiety, the satisfaction/dissatisfaction, the irritation/flow, the transformation; The remembered consumption experience and the nostalgia experience activates photographs to re-live a past experience, which is based on accounts of stories and on arguments with friends about the past, and which moves towards the classification of memories.
The alternative framework is based upon two elements: strategic experience modules, which are different types of experiences, and ExPros (short for experience producers) which are the various agencies that deliver these experiences. Experience marketing is the discipline of creating products and services that consider all elements of this framework. Five different types of experiences or strategic experience modules (SEMs) may be identified. These are: SENSE: These are sensual and tangible aspects of a product or experience that appeal to the five senses of sight, sound, scent, taste and touch. Sense experiences are particularly useful to differentiate products or services, to motivate potential customers, and to create a sense of value in the mind of the purchaser.
FEEL: Feel marketing is devoted to inducing affect (i.e. the creation of moods and emotions) that adhere to the company and brand. Clearly, positive or negative feelings toward a product or service will influence the extent to which it is consumed. THINK: The objective of think marketing is to encourage customers to engage in elaborative and creative thinking that may result in a re-evaluation of the company and products. ACT: Act marketing is oriented towards the creation of experiences through behaviour on the part of the customer, either privately or in the company of others. The goal is to change long-term behaviour and habits in favour of the particular product or service. RELATE: Relate marketing expands beyond the individual's private sensations, feelings, cognitions and actions by relating the individual self to the broader social and cultural context reflected in a brand. In other words, relate marketing plays upon the identification of self with the context and associations bound up in the product or service used. These five different types of experiences (SEMs) are conveyed to individuals through experience providers (ExPros), which are vehicles such as: 1. Communications: advertising, external and internal company communications, public relations campaigns visual and verbal identity and signage, including names, logos, colours, etc. Product presence: design, packaging, and display. Co-branding: involving event marketing, sponsorships, alliances and partnerships, licensing, product placement in movies, etc. Spatial environments: which include the external and internal design of corporate offices, sales outlets, consumer and trade fair spaces, etc. Web sites. People: salespeople, company reps, customer service providers, call centre operators.
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As a unique approach to the task of marketing goods and services, experiential marketing is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer. The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels. Appealing to a variety of senses, experiential marketing seeks to tap into that special place within consumers that has to do with inspiring thoughts about comfort and pleasure, as well as inspiring a sense of practicality. This means that the marketer needs to have a firm grasp on the mindset of the target audience he or she wishes to attract. By understanding what the consumer is likely to think and feel, it is possible to get an idea of how to steer the customer in a direction that will relate with the product, and entice individuals to act on that impulse to purchase. In order to engage in experiential marketing, it is necessary to engage as many of the senses as possible. Striking displays with powerful visual elements, such as websites, and visual media such as print ads should not only be visually appealing, but also conjure up daydreams of locales and reminders of sensations that are enjoyable to the individual. When used to create customer experiences of this nature, a sense of rapport between the product and the consumer is established that helps to make the good or service more desirable with each encounter. Because experiential marketing connects with the consumer on multiple levels, the strategy is ideally suited for contemporary sales and marketing campaigns. Shortened attention spans demand that any ad campaign make a quick impression, or the opportunity to engage the consumer will quickly pass. While thirty second ads on radio and television once had a great impact, many people now use modern technology to avoid this sort of marketing approach. This means that ads on the Internet, in print media, and on modern billboards must immediately catch the attention of prospective clients and hold that attention long enough to make an impact. Experiential marketing holds the key to making this happen. By appealing to all the senses, and making the connection quickly and seamlessly, this approach to the marketing task ensures that businesses can still attract and satisfy the needs and desires of consumers.
In the early years of the new millennium, customer experience management (CEM) was a popular buzzword that really set the stage for experiential marketing. While experiential marketing and CEM are two different things, they are intertwined, and knowledge of both is necessary for ultimate success. In short, experiential marketing focuses on developing highly visible, interactive and sensory-engaging environments wherein products and services are showcased. Alternatively, CEM concentrates on customer experience as a whole, not just as the delivery method for marketing tactics. Customer Experience Management A core competency of CEM that addresses how customers sense, feel, think, act and relate to companies, products, brands, and/or services within a variety of online and offline environments. A parent area of focus defined as the discipline, methodology, and process used to comprehensively manage a customers exposure, interaction and transaction with a company, product, brand or service across a wide variety of channels. Focuses on: Customers and branding Environmental factors of perception Creating or modifying the environments in which consumers interact Improving marketing outcomes Adopting a balanced view across five areas: customers, environments, brand, delivery platforms and interface dynamics Narrow and limited in scope, and executional in nature. Often seen in individual campaigns or through a limited number of channels. Comprehensive in scope and strategic in nature. Supports iterative improvement and ongoing execution. Seeks to create individual environments for customer exploration, interaction and transaction, focused to achieve a specific set of business objectives. Seeks to help understand the entire world of the customer in order to better interact with them, develop relationships and foster loyalty and word-of mouth.
The bottom line isnt to talk about a product, its to get people to remember it and have an unbelievably positive association with the memory that lasts and sparks word of mouth years after the campaign is over. Marketers want to create an emotional attachment between you and what they are selling. They want you to see a Scion at great parties and start associating it with the things you care about: music, art and your community of friends. They want to offer you an experience, not just goods or services. And that means jumping off of the pages of magazines, out of the screen of your television and into your neighbourhood. The next competitive battleground lies in staging experiences. An experience is not an amorphous construct; it is as real an offering as any service, product or commodity. In todays service economy, many companies simply wrap experiences around their traditional offerings to sell them better. To realize the full benefit of staging experiences, however, businesses must deliberately design engaging experiences that command a fee. Another area where experiential marketing and traditional mass marketing dont match up is in terms of measurement. When an ad is purchased in a newspaper or magazine, there are a guaranteed number of readers who will be presented with that ad. Spots on radio or television offer equal forms of measurement, both of audience and response. If a radio ad for a product appears in one market and suddenly the sales in that area spike, its not hard to see the cause and effect. Results are not as clear with experiential campaigns, which often aim to create intangibles, such as word of mouth or an experience. Because of this difference, the experiential marketing crowd has created their own form of measurement: return on experience (RoE). Most current advertising still relies on obsessive proliferation of the brand through mass media that seeks economies of scalethe more eyeballs, the better. But consumers want more than mass messages sent to eyeballs. They want respect, recognition and relevant communication, and theyve indicated that the best way to give it to them is through experiences that are personally relevant, memorable, sensory, emotional and meaningful.
A 10-point manifesto for Experiential Marketing can be drafted as follows: 1. Experiential Marketing must be predicated on one-on-one personal interaction between a marketer and a consumer. 2. Experiential Marketing will be conducted when the consumer chooses. 3. Experiential Marketing campaigns should clearly deliver a meaningful benefit to the consumer. 4. Experiential Marketing is based on engaging people. 5. Experiential Marketing must be based on individual experiences. 6. Experiential Marketings goal is to succeed using innovative approaches and tactics to reach out to consumers in creative, compelling ways. 7. Experiential Marketing is idealistic enough to empower the individual consumer and street-savvy enough to unleash the power of grassroots activation. 8. Experiential Marketing is about authenticity. 9. Experiential marketing assumes that the entire world is media, and the entire universe is the consumer base. 10.Experiential Marketers exhibit curiosity about the world, each other and, well, just about everything.