Experiential Marketing
Experiential marketing is a strategy that focuses on engaging consumers through firsthand experiences with a brand. It aims to create memorable and immersive interactions that leave a lasting impression. By providing opportunities for customers to directly interact with products or services, experiential marketing seeks to build emotional connections and drive brand loyalty.
7 Key excerpts on "Experiential Marketing"
eBook - ePubMemorable Customer Experiences
A Research Anthology
- Joëlle Vanhamme, Adam Lindgreen, Adam Lindgreen(Authors)
- 2016(Publication Date)
- Routledge(Publisher)
...Experiential Marketing refers to the strategy of creating and staging offerings for the purpose of facilitating memorable customer experiences. 5 This definition is not meant to imply that the firm is in total control of these experiences or their specific effects. Rather, it simply means that these experiences are the result of a market-based transaction that involves some type of interaction between a firm and its customers. Strategic Marketing Logics To understand what constitutes Experiential Marketing and memorable customer experiences, it is helpful to examine the underlying logic of this particular form of marketing in relation to the other proposed strategic marketing logics. One way to distinguish between marketing logics is to examine their assumptions regarding resources, transactions, and value. 6 Generally, resources refer to anything utilized by producers and consumers to generate an effect. 7 Transactions refer to the process by which producers and consumers engage in exchanges. 8 Value refers to the relative worth, utility, or importance of something to someone. 9 Some scholars have suggested though that these concepts only apply to traditional, economic-based conceptualizations of marketing and do not really capture the essence of alternative forms of marketing that are socially and culturally based such as Experiential Marketing. 10 Using the schema of one form of logic to explain another form inevitably restricts the explanation to the domain of the schema; however, this chapter uses the concepts of resources, transactions, and value to provide a consistent framework for comparing the different logics...
eBook - ePubStrategic Brand Engagement
Using HR and Marketing to Connect Your Brand Customers, Channel Partners and Employees
- John G Fisher(Author)
- 2013(Publication Date)
- Kogan Page(Publisher)
...Each European country has its own codes of conduct, so what is acceptable in the UK, for example, is not necessarily legal in France or Germany. Road shows and events : where a promotional activity is created that can be replicated at different venues, to more fully engage the audience with the overall brand, not necessarily to trial or sell a product or service. In some circumstances training and distributor development is handled through road shows and so such a technique becomes a key way for the manufacturer to engage with its various channels on an individual basis, rather than through more remote media. Not all of these activities could be deemed to be ‘experiential’ as some have their roots in the market research industry. But we could say that Experiential Marketing includes specific brand events where the audience experiences the brand directly through its products or indirectly through association, such as an entertainment or commercial sponsorship. Attempts at formal definitions of a technique that is so new will all fail and be out of date in a matter of months but the Experiential Committee of the IPM (UK) has come up with a working summary for now (2013): ‘A live and interactive marketing discipline, which builds positive emotional sensory engagement between a brand and its consumer.’ In other words, Experiential Marketing is the interaction between a brand and a consumer (which could equally be an employee or distributor) representing the brand and product’s key emotional and functional benefits and stimulating the senses to achieve a deeper and longer-lasting impact. The key benefit is that it gives brands the chance to prove or demonstrate the promises they make in other media...
eBook - ePubEphemeral Retailing
Pop-up Stores in a Postmodern Consumption Era
- Ghalia Boustani(Author)
- 2019(Publication Date)
- Routledge(Publisher)
...Thus, it was through sensory marketing that the first attempts to enrich the experience at the point of sale took place (Antéblian et al., 2013). Following Pine and Gilmore’s (1999) “Experience Economy” nomination, the experience has become a primary foundation for customers to immerse themselves in extraordinary experiences. The authors explain that the experience is the last stage of completion of a product enriched by a brand and complemented by a service (Antéblian et al., 2013). The existential desire of the current consumer is triggered by Experiential Marketing (Anon., n.d.; Abidi-Barthe & Kaabachi, 2009) that takes into account the importance of the point of sale and the consumer’s interaction with it. An upheaval in the movement from the push strategy to the pull strategy (Ochs & Remy, 2006; Lemoine & Badot, 2010) is rethinking traditional marketing practices that are too focused on supply. With the era of Experiential Marketing, shifting polarity from production to consumption (Aurier, 2005; Ochs & Remy, 2006) was achieved to deliver a co-product value between supply and demand (Ochs & Remy, 2006), following an enhancement of the proposed offer and its presentation. The points of sale must present consumers with multi-sensory provocations; these places are themed, theatrical (Ochs & Remy, 2006) and hyper-real (Antéblian & Filser, 2008; Batat & Frochot, 2014; Badot & Lemoine, 2015). The difference between Experiential Marketing and the production of experience is that the consumer must engage in extraordinary immersions to increase the economic value of mere commodities and transform them into an experience. Experiential Marketing involves making purchases that are impulsive rather than reflective (Andrieu et al., 2004). The customer connects with the brand, a face-to-face interaction that amplifies the essence of the brand (Niehm et al., 2007) into a bundle of tangible, physical experiences and interactive behaviours (Kim et al., 2010)...
eBook - ePubMarketing for Tourism and Hospitality
Collaboration, Technology and Experiences
- Alan Fyall, Patrick Legohérel, Isabelle Frochot, Youcheng Wang(Authors)
- 2019(Publication Date)
- Routledge(Publisher)
...6 Experiential Marketing A question of co-creation Key terms Experiential Marketing, experience economy, sensorial marketing, authenticity, storytelling, surprise, involvement, emotions Learning outcomes By the end of this chapter, students will: Understand why Experiential Marketing is essential to designing tourists’ experiences Acquire a deeper understanding of the main pillars of a successful and memorable experience Understand how a tourist experience can be developed Appreciate the different service components that can be cultivated to provide a memorable experience. Introduction Experiential Marketing is not just a buzzword or marketing’s latest fashion trend. A strong body of literature that aims to investigate how consumers perceive their consumption experience supports Experiential Marketing. It adopts the idea that beyond goods and services, customers are actually looking for an experience where they will live, feel, and sense it rather than just buying and taking home a product/service. Considering that what takes place during the consumption itself is what customers are really looking for has changed our vision of marketing. Whilst traditional marketing vision stands for products and services, in the tourism and hospitality context, it is clear that the experience itself is what consumers have come to seek. And if this experience relies on a physical provision, it is the sensorial and experiential elements that take place during the stay that actually drive consumers. As will become evident throughout this chapter, this vision of marketing has necessitated a re-conceptualization of traditional marketing models, encouraging researchers and managers alike to revise all the concepts involved in the decision and experience process. It is also important to consider that the experience is a longitudinal process that starts well before the experience takes place right through after the consumption of a service, to consider even long-term impacts...
eBook - ePub- Antonella Caru, Bernard Cova, Antonella Caru, Bernard Cova(Authors)
- 2013(Publication Date)
- Routledge(Publisher)
...It has been widely acknowledged that today's consumers seek immersion in a variety of experiences ranging from a hyper-real environment (Goulding et al., 2002) to a brand-related social context (Oliver, 1999). Modern practitioners generally talk about immersion in “an activity or environment … in the sights, sounds and smells that surround them” (Pine and Gilmore, 1998, p. 102); thus, in an experiential context, understood here as an environment, some activities have a sensorial stimulation likely to bring on the experience. For the proponents of Experiential Marketing (Pine and Gilmore, 1999), consumers' total, physical, and mental immersion in the activity and/or environment underpinning the experience will help to concretize the experience for them (as will their active participation). Furthermore, although the experience may result from something, for many authors, it is nothing more than an intermediary result (Firat and Venkatesh, 1995). Consumers' ultimate goal is not the experience itself but a proliferation of experiences. Today, consumers shop to produce their identities. This offers the possibility of a multitude of experiences that “give [them] a chance to experience different lifestyles that provide excursions into production or customising of alternative selves and self-images” (Firat and Dholakia, 1998, p. 97)...
- Isabelle Frochot(Author)
- 2021(Publication Date)
- Routledge(Publisher)
...Chapter 5 Generating the experience DOI: 10.4324/9781003019237-6 Introduction In this chapter, we aim to understand how the experiential approach can developed into managerial principles in order to deal with the key components of Experiential Marketing. The six experiential cues detailed in this chapter have been inspired by the work of other scholars and consultants that have developed their own experience models. The first part of the chapter presents those models and resituates the diversity of experiential approaches. The second part of the chapter summarizes the key components and processes that have been identified as contributors to successful experiences. Each of these six cues will be presented, and an exercise and an experience generator guide will be provided to explain in detail each of the cues. 5.1 Why was Experiential Marketing created? Experiential Marketing has developed intensively over the past few decades, especially in the tourism industry. This is a fundamental development, involving a reconsideration of the basics of service delivery, the mechanics of satisfaction and consumer behaviour more generally. Experiential Marketing is also a testament to changing consumer demand. Tired of services perceived as insipid, 21st-century tourists are turning to offers that offer a change from the ordinary, that disconnect them from realities and immerse them in new consumption universes. They long for a reenchantment of their consumption universe and are increasingly in search of unusual and outstanding experiences. 5.1.1 Holbrook and Hirschman, pioneers in Experiential Marketing Experiential Marketing is not in itself a recent phenomenon, since it appeared in the early 1980s with the work of two American researchers, Holbrook and Hirschman. These two authors questioned traditional marketing models, which were based on the conception of rational consumers who sought to maximize their utility through their consumption choices...
eBook - ePubDigital Luxury
Transforming Brands and Consumer Experiences
- Wided Batat(Author)
- 2019(Publication Date)
- SAGE Publications Ltd(Publisher)
...9 Switch to the Experiential Marketing Mix (7Es) and Design the Ultimate Digital Luxury Experience Introduction And Scope This chapter is based on the fundamental idea of the strategic framework of the new “Experiential Marketing mix.” This framework (Figure 9.1) highlights controllable components of the mix luxury companies can use to implement effective Experiential Marketing and communication actions in order to create and share value with their customers. The components of the Experiential Marketing mix refer to the 7Es: Experience, Exchange, Extension, Emphasis, Empathy capital, Emotional touchpoints, and Emic/etic process. By implementing this new experiential framework, marketing managers can concentrate on the seven key decision domains related to the 7Es that constitute the Experiential Marketing mix, while designing luxury experience offers and forming their marketing plans. The 7Es are connected with each other and relate to decision-making, which means that a decision in one domain can affect strategic or marketing decisions in others. Luxury companies should build up a combination of the 7Es which can help them meet their organizational and strategic objectives, and guarantee a strong and sustainable competitive advantage generated by value creation and sharing, the highest level of customer satisfaction and loyalty, and a positive image offline and online. The 7Es of the Experiential Marketing mix are presented in the sections below. Figure 9.1 The Experiential Marketing mix vs. the traditional marketing mix Source : Adapted from Batat (2019a) Experience Pine and Gilmore (1998) state that companies can achieve a competitive advantage and differentiate themselves within a highly competitive market by producing experiences instead of products. Experience should, then, be considered as a new category of offer that can be marketed to consumers...
