Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Experiential Marketing
Types of Experiences:
(SENSE) Sensory experiences (FEEL) Affective experiences (THINK) Creative cognitive experiences (ACT) Physical experiences, behaviours and lifestyles (RELATE) Social-identity experiences that result from relating to a reference group or culture Visual and Verbal identity Electronic media
Experience Providers:
Communications Product
Traditional Marketing
Features and benefits
Traditional Marketing
Experiential Marketing
Customer Experience
Experiential Marketing
Components of EM..
Brand Experience Road Shows Field Marketing Sampling Exhibitions Sponsorship activation Motivational Events Network and Internal Communications Business Presentations
Product Launches
Hospitality Conferences and Seminars Awards Ceremonies and Parties Incentive/Reward/Loyalty Trips
Primary Objective: To determine the importance of Experiential Marketing in Marketing Communications. Secondary Objectives: To find the top three factors that influence purchase of shampoo. To determine the impact of celebrity endorsement and advertisement on purchase decision. To determine the preference of consumers based on the type of usage. To determine Activities, Interests and Opinions of the consumers.
RESEARCH METHODOLOGY ..
Research Design
Descriptive Research
Target Population : Students, Employees and Housewives Sampling Method : Judgemental Sampling Sample Size : 100
Sampling
Data collection
Tools Used
FINDINGS..
FINDINGS (CONTD)..
SUGGESTIONS
Brad Back & Dan Bowens. (2009). The Five essential Es to Experiential Marketing. Journal of MarComVolume-2, Issue-2. Lenderman, M. (2006). Experience the Message. New York: Carroll & Graf Publishers. Pine It B. Joseph and Gilmore, James H., "Welcome to the Experience Economy" Harvard Business Review, July/August 1998, pp. 97-105 Raymond Pettit, William Cook, Dan Belmont & Inna Sokolyanskaya. (Jan 2008). Experiential Marketing: A Master of Engagement.
REFERENCES
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