Experiential Marketing: Emerging Is

Experiential Marketing: Emerging Issues and Suggestions
Silky Jain, Sonia Lohia*
University of Delhi, Delhi, India.
*Corresponding Author: E-mail: soniabcomh@hotmail.com
Abstract
Due to the rising of personal incomes and living standards, consumers are more focused on their personal style and
taste. Consumption patterns are also changed from the past “agricultural economy” to ”industrial economy,” then to
“ service economy,” and now to “experiential economy.” Therefore, the concept of experiential marketing is getting
more important. In an uncertain economic climate, budget conscious marketers may be tempted to neglect the longterm
health of their brand. As a consequence, only the most robust and resilient brands will survive. Key to their
success will be willingness to embrace the reciprocal nature of the relationships they build and develop with
consumers. These are the brands with the confidence to establish a conversation. They focus on shared interests to
build an empathetic understanding, and they appreciate the importance of a genuine two-way dialogue. Most
importantly, these brands see the value of experiential activities as the means to connect with audiences in a more
direct and empowering way. This paper studies the various benefits and issues in experiential marketing. Also,
suggestions are drawn therefrom.
Keywords: Experiential marketing, events, Issues, Suggestions
Introduction
There is a crest of revolution taking place in
marketing. Each interaction is being asserted to
be more meaningful, personal and engaging. This
movement, known as “experiential marketing,” is
being adopted everywhere.
Experiential marketing, sometimes called
"engagement marketing," "event marketing",
"participation marketing," or "live marketing" is a
marketing strategy that engages consumers
directly and invites and encourages them to
participate in the development of a brand. Instead
of looking at customers as inactive message
receivers, experiential marketers believe that
customers should be actively engaged in the
production and co-formulation of marketing plans
and cultivating a relation with the brand. To
empower this marketing revolution, there is a
revived focus on technologies and events that help
in delivering brand experiences which are highly
interactive.
Irrespective of a company selling 100 or 1,000
merchandise, employing sales personnel of 10 or
1, 00,000-all producers and their means need to
apparently communicate crucial differentiators
briefly and persistently, throughout the process of
sales. As technologies become more cosmopolitan,
so do consumer insists for interactive or bilateral
experiences. Not long ago, consumers were
fascinated by any interaction-like a website
showing a color changing product. However, now
days, customers anticipate to collaborate with
products in such a way as to reveal their features,
advantages and behavior. In constructing an
emotional bridge between a product and a
customer, interactivity is a key ingredient.
Non-interactive marketing alternatives restrict
consumers to a “listening” mode; even if the
display has some glamour, the opportunity for a
customized and personal experience is lost.
Without any emotional connection, one gadget
looks as good as the other. Thus, it is rightly said
that, those producers and channels that exploit on
everything offered by interactivity, build
experiences creating brand loyalty. They wholeheartedly
employ the experiential marketing.
The three dominant themes of experiential
marketing are sensory experience, relationship,
and interaction. Companies looking for employing
fruitful experiential marketing must supply
information in a manner that does not flood; build
an absolutely interactive experience; deliver
constant product information across all the
channels of sales; and tap into those sensitive
Available online at www.managementjournal.info
Silky Jain & Sonia Lohia | March-April 2014 | Vol.3| Issue2|197-203 198
attributes that drive the consumers’ decision-making.
Throughout the consumer experience, these features must be present. In an environment of retail, this could include background music, lighting, paint color, window displays, and much more. However, something extra is needed to set the product or brand aside-the individual consumer experience.
When people participate in the process of sales, they become more engaged, and their rate of retention of essential product information dramatically increases. This in turn, increases the probability of a consumer being adapted to make a learned purchase decision dramatically. The advanced technologies of present era provide such an interaction level that surpasses what many anticipate. Customers can “virtually” examine products in a 3-D environment, with the ability to measure, zoom, rotate, and most notably interact with the features and options of the product. By allowing consumers to choose and review the products and their features based on the own preferences and interests of