This document discusses experiential marketing. It defines experiential marketing as a form of advertising that focuses on helping consumers experience a brand directly through participation. This allows consumers to interact with real products and better understand a brand's benefits. The document provides examples of successful experiential marketing campaigns by Lifebuoy, Homeshop 18, and Coca-Cola that boosted brand awareness. It notes that experiential marketing can increase existing customer purchases and attract lapsed customers.

1. ARIJEET DUTTA
DY PATIL UNIVERSITY
MARKETING ASSIGNMENT

2. EXPERIENTIAL MARKETING
Experiential marketing, also known as Engagement marketing or
Participation marketing. Experiential marketing is a form of
advertising that focuses primarily on helping consumers experience a
brand. It directly involves the final consumer and encourages the
consumer to participate in the evolution of the brand.
Or one can say Experiential Marketing is marketing where
Engagement of the targeted consumer backed with their trust
resulted a brand impact.
It can be diagrammatically shown as

3. Basically it is a concept of creating experience that integrates
elements of emotion and general thought process to connect with
the consumer. By doing this of marketing customer truly understand
your brands and benefits, and ultimately adopt your brand. By
Experiential Marketing customer can interact with the real products
and can boost up the brand by adopting it. As it is rightly said
“people will forgot what you said, people will forgot what you did,
but people will never forgot how you made them feel...” By doing
this type of marketing the brand will reach more consumers they
may not have and make a remarkable impression on the consumer.
Experiential marketing also play a huge role in increasing purchases
from existing customer, encouraging repeat purchase, and most
importantly attracting lapsed customer. Thus, marketing channels
should seriously consider more of experiential marketing for the
propagation of their product and brand.
Now, let us take little a note of successful experiential campaign:
Lifebuoy Kumbhmela 2013: Lifebuoy had researched and found out
that 1.1 billion, children die due
to diarrhoea annually the brand
thought that washing hands
regularly and following a healthy
regime could prevent the
epidemic. Hence they tried and
leveraged the opportunity of
Kumbhmela to propagate the
message. They used roti as the medium of message, as the only way
to have roti is by hand they used heat stamp on rote which read
'lifebuoy se haath dhoye kya?' and over 30 days, a team of 100

4. people, stood in 100 kitchens and stamped around 2.5 million rotis.
The campaign was highly successful, and it even reached the masses
outside the festival with the help of social media, it gained huge
amount of discussion and coverage across India and thus social
media along with experiential marketing helped spread the message
of washing hand before eating across India.
Homeshop 18: Homeshop 18 has
launched mobile aided shopping
experience, at the Delhi Airport,
the virtual wall was shown to
passengers with the ranges of
product, they could scan the QR
codes of the products in their
mobiles after which they are directed straight to the website, where
they could have the product delivered at home and even pay cash on
delivery.
Coca Cola: They wonderfully
portrayed the unity between India
and Pakistan. They placed coca-
cola, “Small World Machine” in the
malls of Delhi and Lahore. Through
3D touch screen people of both
countries could interact with each other joins hands, draws peace
sign, dance etc. they took open happiness concept to a completely
different level with experiential marketing.
Puma: It wanted to promote itself as a
sport lifestyle brand and thus they
conducted training camps, athlete and
trail runs allowing people to try their
products. The products gained increased

5. popularity- almost 50% of the revenue of puma is now earned from
lifestyles products, made possibly with experiential marketing.
AMBUSHMARKETING
Ambush marketing takes place when an Advertiser seeks to utilise
the publicity value of an event, for instance a major sports
tournament or a concert, to gain a benefit from it despite not having
any involvement or connection with that event and more particularly
having made no financial contribution to entitle him to derive benefit
from it. Major events having publicity value have become important
vehicles for the promotion and advertising of products and
organisers of such events generally require a monetary payment for
participation in the promotion value of the event. Such financial
contributions generally take the form of sponsorships. Typically a
trader would pay sponsorship
money to an event organiser in
order to obtain exposure for his
product at the event. This
exposure could take the form of
advertising hoardings or
providing clothing for
participants in the event and the like.
Ambush marketing has become a major
threat to the viability of sponsorship of events and thus for the
holding of events since, without the sponsorship, many sporting and
entertainment events are not economically viable and cannot be
staged. It is thus in the interests of event organisers and of sponsors

6. to curtail or minimise the scourge of ambush marketing. In this
article I seek to describe the legal remedies available to events
organisers and sponsors to eradicate ambush marketing and possible
future improvements or developments to the armoury of those who
would eradicate ambush marketing.
Forms of ambush marketing
Ambush marketing can manifest itself in two manners. Often a
major event has a name, logo, or other insignia identifying it.
Unauthorised persons use these insignia, or insignia which are
sufficiently similar to the authentic insignia to cause confusion. In
this form of ambush marketing the ambush marketer misleads the
public into thinking that he is an authorised sponsor or contributor
associated with the event. In the other form of ambush marketing,
the ambush marketer seeks not to suggest a connection with the
event but rather to give his own name, trade mark, or other insignia
exposure through the medium of the publicity attracted by the
event; this is done without any authorisation of the event organiser. I
will refer to the first form of ambush marketing as ‘forging’ and to
the second form of ambush marketing as ‘intrusion’.
Remedies available to control ambush marketing
There are several areas of the law which can assist event organisers
and sponsors in controlling ambush marketing. None of them
provides a complete answer and it is generally preferable that a
combination of them should be utilised.

7. Regulatory Measures
Legislation, whether national, provincial or municipal, may be
capable of being utilised to prevent promotional activities taking
place outside the venue where an event is to be held or air space
above a stadium being used for advertising purposes and the like.
The nature of the regulatory measures which may be capable of
being taken will depend very much on the nature and location of the
event and the attitude of the relevant regulatory authorities. These
measures could be used primarily to prevent ambush marketing by
intrusion but also ambush marketing by forgery to some extent.
DOUBLE LOOP MARKETING
Double loop marketing is an online marketing strategy. This
emerging marketing strategy requires a firm to first develop “mind
share” by creating a company sponsored website that will give the
customers, genuine information & advice related to the firm’s
products & services. This forms the first loop of the company’s
interaction with the customer where they are able to create
awareness & their image in the mind of the consumer. Once the
firm’s site achieves enough credibility among the group of visitors,
the company can go for the second loop of consumer interaction &
try to convert the already achieved mind share to the wallet share.
If properly followed the double loop marketing strategy can yield
very good results. The leads generated can be times more than those
generated through conventional marketing methods.

8. Diagrammatic representation of Double Loop Marketing
ttttt
PERMISSSIONMARKETING
Permission marketing is
 Anticipated – People look forward to hearing from you.
 Personal – The message is directly related to the
individual.
THOUGHT LEADERSHIP
BLOG
CONTENT CONTEXT
CURRENCY
SELLING
VENDOR SITE
PRODUCT ABOUT
SERVICE HOW TO BUY
CLIENT
NEWSLETTER
MONTHLY
POSITIONING MANAGEMENT OPTS-IN
STRATEGY TACTICS ADVISORY NEWSLETTER

9.  Relevant – The market is about something the prospect is
interested in.
It allows consumers to participate in a long-term, interactive
marketing campaign where the reward is for paying attention to
relevant messages
Marketers to pass the advertisements messages to the customers in
such a form that is happily acceptable by the customers. The author
says permission marketing is useful for the
companies of any size. It is useful for not only
online but also offline markets. It is useful for not
only consumer market but also business
market. Permission marketing is the way to
make advertising work effectively. The era
of traditional marketing will be replaced
by the era of permission marketing.
Clutter will be the reason for the
replacement of traditional advertising.
Advertising in TV, magazine, newspapers, websites, billboards, inbox,
events etc. disrupt the viewers or readers from their activities in
order to get attention. Marketers calls it ‘Interruption Marketing.’
with the increment of clutter, interruption gets increased through
printing brand names and logo on apparel, enhancing commercial
breaks on TV, and adding number of advertising pages in magazines.
Increased advertising spending and noise in the advertisements
support the increment of interruption marketing. In addition to
clutter problem, now-a-days products are available with almost
equally fine quality, durability and value. Customers have become
less caring. Though, customers keep on getting flooded by marketing
messages and communications. This includes by the way of junk e-
mails, catalogues, unsolicited calls too. Permission marketing is an
alternative to interruption marketing. In permission marketing,

10. customers pay attention to the marketing communication as they
have opted to be marketed and rewarded with payment or other
benefits for going through marketing messages. Customers get ready
for marketing messages. The messages do not interrupt the
customers. Through permission marketing, marketers create and
maintain long-tem, interactive relationship with the customers.
There are three characteristics of powerful marketing
communication. These are anticipated, personal, and relevant
communications. Permission marketing provides the customers for a
chance to be marketed willingly.
Godin suggests five step cycle of getting new customers:
1. Strangers
2. Friends
3. Customers
4. Loyal customers
5. Former customers
Permission marketing begins with shifting focus from market share
to share of customer. It necessitates letting off or saying ‘no’ to 70 %
of the customers to optimize customer service and to avoid allowing
such customers to spoil time and resources of the company. Though,
marketers have to use interruption marketing a 35 little while
grabbing the attention of the customers who volunteer for
information exchange. Instead of Reach, frequency helps the
marketers well. There are some problems too in frequency related
marketing on the other side such as frequency advertisements are
costly, boring, and customers ignore or take them wrongly.
Permission marketing helps to build frequency. Permission marketing
helps rising frequency and frequency builds trust.

11. Five steps of permission marketing
1. Offer the prospect an incentive to the volunteer.
2. Using the attention offered by prospect, offer a curriculum
over time, teaching the consumer about your product or
service.
3. Reinforce the initiative to guarantee that the prospect
maintain the permission.
4. Offer additional incentive to get even more permission from
the customer
5. Over time, leverage the permission to change consumer
behaviour towards profits.
Interruption Permission
Anticipated No Yes
Personal Not Usually Yes
Relevant Sometimes Yes