Lot has changed and lot will, not only for the Brands' but also for people and organizations working in the Experiential Marketing domain. Globalization and technology advancement is shaping the way we perceive and see things today like never before.

1. ← Your Life Within The Pixel Will Change – Prateek N
Kumar, MD & CEO, NeoNiche
Creating meaningful experiences not campaigns :What does
it takes
Posted on August 29, 2014
Lot has changed and lot will, not only for the Brands’ but also for
people and organizations working in the Experiential Marketing
domain. Globalization and technology advancement is shaping the
way we perceive and see things today like never before. Strategies,
tactics, and operational processes that just a decade ago reigned
supreme, now look a little out of sync, when viewed through
today’s brand perspective.
As the line between traditional ATL and BTL have started blurring, marketers have started looking
for more robust Marketing mix, one which will interact with consumers in unbelievable ways at
various touch points, allowing brands to come alive for the TG by creating connections between
brand and consumer, in their personal world. These connections should be formed by experiences
that are personally unique butrelevant to the consumer, it should be memorable for them, it should be
interactive, and it should invoke emotion and lead to sales and brand loyalty.
Unlike traditional marketing, experiential marketing tries to tap that special trigger within the
consumers’mind space, one which invokes thoughts about comfort and pleasure, as well as inspiring
a sense of practicality. This implies that the marketer needs to have a firm grip 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.
But to do that it is important 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, Billboardsand
mailers should not only be visually appealing, but also conjure up imagination and sensations that are
relevant to the individual. When a Marketer or an agency creates customer experiences of this nature,
a sense of rapport between the Brand and its consumer is established that helps to make the offerings
more desirable with each encounter.
Well guess what, that ads on the Internet, or 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. Success
for brand lies in and making the connection quickly and seamlessly, Clients today are looking for
agencies which can grow up the value chain from being a vendor to a true marketing partner, one
Recent Post
Creating meaningful experiences not
campaigns :What does it takes
Your Life Within The Pixel Will
Change – Prateek N Kumar, MD &
CEO, NeoNiche
Innovation in Event Management
space & Creation of a tangible Brand
presence – Valay Lakdavala
Personal link with consumer is must –
Prateek N Kumar
Siemens organizes annual day event
for employees
Google Enterprise organizes Google
Apps Seminar event in India
Bawraas organises event for youngest
Indian woman to climb Mt. Everest
Stakeholders’ Equilibrium – People
that matter’ by Prateek N. Kumar
NeoNiche – A Startup Story
‘Stakeholders’ Equilibrium – People
that matter’ by Prateek N. Kumar
Corporate Office, Mumbai
B-1/17-A, Vyapar Bhavan
PD Mello Road,
Camac Bunder,
Mumbai -400009,
India
+91-22-23485522
NeoNiche Integrated Solutions Pvt. Ltd.
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2. who understands their brand essence and promise and provides ‘Value for money’ solutions rather
than rack-listed services, Agencies which are capable of rolling out that magic campaign which
makes those connection with the prospect and retain that mindshare.
We as a Marketers or Agencies servicing these brands, can pat our back only if we are able to roll
out integrated campaigns both online and offline across different mediums. The Campaigns which
can establish relevance, grab eyeballs, raise awareness, build relationships at a personal level, create
memories, increase loyalty, encourage interactions and stimulate positive WOM, and last but not the
least however clichéd it may sound one which has a tangible return on marketing investment.
Living politics aside, the “AAP Phenomenon” will be one of the most discussed, debated, diagnosed
and dissected case study at all social and corporate do’s of 2014.One which can highlight at great
length how budget becomes secondary when you have an “Out of the Box” idea which makes
connection with the TG and uses Guerilla Marketing, Door to door connection and Social Media
canvassing ….One of the best ROI I must say….
We do live in exciting times, where things change within a blink of an eye.What keeps all of us who
are a part of this exciting discipline called marketing on the go, is our undying passion, that
adventurous streak, our affinity for challenges and that gush of adrenalin when it all falls together
…Those “moments of truth”, knowledge of a work well done and we are ready for the next
challenge….aren’t we?
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Your Life Within The Pixel Will Change – Prateek N Kumar, MD & CEO, NeoNiche
‘Stakeholders’ Equilibrium - People that matter’ by Prateek N. Kumar
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