EXPERIENTIAL MARKETING



How Companies Successfully Provoke Emotional Experiences for Customers

How Companies Successfully Provoke Emotional Experiences for Customers

Introduction

Experiential marketing is a discipline focused on the consumer. The "XMers - Consumers of XM" (Experiential Marketing consumers) seek marketing campaigns based on the conversation, the dynamics of dialogue one-on-one, even if it is made with millions of consumers. It is a methodology based on human interaction, which does not invade the consumer brand experience, and works on increasing it (Smilansky, 2009, pp.230). Marketing experience does not provide an inherent benefit to the consumer. Physical, emotional and/or intuitive experiences do not imply in experiential marketing, and noise is considered as bothersome and unsolicited advertising.

Traditional vs. Experiential Marketing

Traditional advertising and marketing clearly convey something to consumers. This method tends to have the attributes of a monologue i.e. it aims to reach the largest possible audience, regardless of the true needs, both rational and emotional, of the audience and their response to this marketing effort (Lanier & Lanier, 2008, pp.80).

Experiential marketing aims to involve consumers and attract and incorporate the brand or product / service offered in a situation of use in a way that the consumer will continue to remember the products being offered in their minds and understand this offering with their hearts. In other words, experiential marketing works on building positive and memorable customer experiences.

Discussion & Analysis

The current marketing scenario, characterized by the changing economic and technological variables, fundamentally alters the behavior of customers and consumers. The hyper saturation of products and services competing for the same customers has developed a more empowered consumer, who is constantly changing, switching brands and critiquing products. Thus, marketing is becoming increasingly important in the development of any business today. However, given the continuous change of habits and preferences of consumers, the need for a new marketing strategy that allows customers to read better, knowledge and links with the brand and the organization more effectively has arisen (Dunn et.al, 2009, pp.130).

Experiential marketing is a new approach of strategically managing customer experiences with products and services, building positive customer experiences and customer-brand interaction in order to effectively retain the customer and gain customer loyalty. For this reason, creating strategies based on experience is a trump card for companies. This is a new way of marketing the brand through innovative and powerful strategies (Schmitt, 2003, pp.137). Experiential marketing also involves selecting, organizing and directing sensory and emotional stimuli in the brain to create a positive and memorable experience for the consumer.

Experiential Marketing involves the creation and configuration of sensory stimuli, emotional, rational, relational, and attitudinal facets introduced to the client or consumer to positively impact and enhance their experience and enjoyment of products, services and brands. It specializes in improving the quality of life of people by way of enriching and memorable experiences. It is a strategy to develop rapport and long-term emotional connection, from experiences with products and brands (Schmitt & Rogers, 2008, pp. 128).

The key factor that determines the rise of experiential marketing, beyond changes in distinctive ...