Experiential Marketing Strategy for Airlines Industry Submitted By: - Pankaj Goel (39) Chandra Katari(02) Amity Business School MBA (M&S) 2008-10
What is Experiential Marketing… “Experiential marketing is a concept of creating experience that integrates elements of emotions, logic, and general thought processes to connect with the consumer.” Objective: To establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels. Nowadays striking displays with powerful visual elements: such as websites, visual media such as print ads are made visually appealing.
How does it work… “Experiential marketing interrupts the purchasing Funnel which has been long seen as a prevalent model for a consumer's decision making process”.
10 reasons why to spend on EM… Engages all 5 senses i.e. see, hear, touch, smell & touch Most memorable media Changes brand perceptions Increase sales Consumers love it Experiential is the word of mouth media An opportunity for personal feedback Experiential can convey complex messages Makes consumers receptive to other forms of media generate a significant number of free media impressions, thereby multiplying its value
Worldwide instances of EM… Giltspur designed experiential museum exhibit that allows visitors to literally feel as if they are stepping into Harry Potter’s world. The U.S. Army opened a $12 million “Experience Center” at a mall in Philadelphia, for its America’s Army online game. Consumers were offered free admission to Disney theme park on their birthday for Disney’s “What Will You Celebrate” campaign. AmEx introduced a new U.S Open i-Phone application and invited fans to join in activities including a “Play with the Pros” virtual tennis match.
The Personal Touch Various Senses of EM… Enable instant communication, Feel and Touch makes a brand stand out from the clutter Real Interactivity Two-way Dialog Consumer get educated thoroughly by the representatives and get the chance to ask about there quires. Trial and Introduction Test Drives, Sampling the product, smelling the perfume; these are trials and trials are critically important To Try Sensory Engagement Experiential Marketing allows consumers to fully experience your brand using all five senses.
Phases of Experiential Marketing Buying your Brand Experiential Marketing is extremely effective at driving that all-important purchase. Before they Buy Brand knowledge and education Customers truly understands your brand values and benefits, word of mouth happens on day to day basis through Experiential Marketing Ultimately, adopt your Brand
Consumer Want memorable communication that cut through the clutter Real Interactivity Before they Buy Ultimately, adopt your Brand