Experiential Marketing 12.1

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    Experiential Marketing

    Chandradeep (CD) Mitra

    PipalMajik

    (Events, Activations, Branded Spaces)

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    A Changing Marcom Context

    Hyper Clutter & Hyper Fragmentation

    Mass ADD

    Dilution of impact of traditional media

    Lesser budgets, tighter timelines

    Marcom needs to deliver more than awareness & image

    Greater emphasis on return on investment (ROI)

    Need for sharper cut-throughs and quicker conversions

    Need for quick tangible wins

    PipalMajik

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    The Challenge for Advertising

    Advertising should no longer be a monologue,

    but a powerful dialogue.

    Getting people engaged and involved

    is superior to getting people tolook at something from a distance.

    In these modern, vibrant, challenging

    and ever-changing times,advertising has to move beyond

    just TV/radio commercials and print.

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    The Challenge for Advertising

    Brands today have to compete withentertainment, news and culture. The world is

    harsher and faster - and advertising must adapt.

    Advertising is now about creating an experienceand giving them something to talk about. It is anumbrella term for everything we do everywhere,with everyone -however it looks, feels or sounds.

    Advertising is dead. Long live advertising.

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    Tell me and I'll forget;

    show me and I may remember;involve me and I'll understand.

    Chinese Proverb

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    The Birth ofExperiential Marketing

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    The interaction with a brand

    that consumers experience

    at a live event is moreenjoyable, influential and productive

    than that offered by

    any other communication platform.

    PipalMajik

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    Experiential Marketing

    is a form or marketing or advertising

    based on the principle of marketing

    a product or brand through an experience

    rather than the placement of advertisements.

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    Experiential Marketing

    is the art of creating an experience

    where the hoped-for result is

    an emotional connection

    to a person, brand, product or idea.

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    Experiential Marketing refers to

    actual customer experiences

    with the brand/product/service

    that drive sales and

    improve brand image & awareness.

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    Experiential Marketing

    is a unique engagement tool providing

    not just a tangible consumer experience

    but also the measurable impact

    on those who participate.

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    Experiential Marketing gives customers

    an opportunity to engage and interact

    with brands, products, and services

    in sensory ways that provide the icing

    on the cake of providing information.

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    Direct personal experiences

    help people connect to a brand

    and make intelligent and informed

    purchasing decisions.

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    It's the difference between telling people

    about features of a product or serviceand letting them experience

    the benefits themselves.

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    When done right,

    it's possibly the most powerful toolto gain attention,

    build brand associations or

    win brand loyalty.

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    82% of consumers say

    participating in experiential marketingis "more engaging" than

    other forms of marketing communication

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    Old Wine in New Bottle?

    While the name Experiential Marketing is relativelynew, the fundamental concepts behind it are old.

    For decades activity such as field marketing, specialevents, product give-aways (free-sampling) and PR

    stunts have engaged consumers emotionally.

    However, in recent years the concept of creatingan experience for customers to help them form

    an emotional connection with a brandhas become more specialized & strategic.

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    Remember 4 Kinds of Media?

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    (The POET Framework)

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    The POET Framework

    Four types of channels

    for brand contactswith consumers

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    The POET Framework

    Purchased Media

    Owned Media

    Earned Media

    Transitional Media

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    Transitional Media

    Contact Opportunities

    created for the Short Termto promote a Brand

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    Transitional Media

    Events

    Activations

    Store promotions

    Contests

    Roaming Field Teams

    Home/Office visits

    On site sampling

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    In Increasing Order

    of Consumer Impact

    Owned media

    Purchased media

    Earned media

    Transitional media

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    The Rise & Rise of

    Experiential Marketing

    3 Main Drivers:

    Conventional media is losing its traditional ability toconnect with the public. Companies need new ways to

    connect with their target market

    Experiential Marketing is seen as the smart new way toconnect with customers. It can often give a marketer a

    distinct edge over competition

    Creating an emotional connection through anexperience works faster & better for most brands

    PipalMajik

    http://en.wikipedia.org/wiki/Target_market
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    Where Experiential Marketing wins

    The Interest & Involvement Factor

    The Entertainment & Engagement Factor

    The Demonstration & Detail Factor

    The Interactivity & Influence Factor

    The Inclusion & Impact Factor

    The Dialogue & Discovery Factor

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    Where Experiential Marketing wins

    The Touch & Feel Factor

    The Trust & Transparency Factor

    The Context & Customisation Factor

    The Relevance & Relationship Factor

    The Co-creation & Control Factor

    The Anticipation & Amplification Factor

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    The Value of Feedback

    The true value of experiential marketing is

    its ability to provide two-way communication.

    Rather than simply persuading the consumerthat your product is for them, you can obtain

    powerful insight from that same conversation.

    If consumers engage in two-way communication,they are more likely to say what they think of you.

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    The Value of Credibility

    Companies cannot help but

    exaggerate what they offer in ads.

    Experiential marketing provides a place where

    people can directly sample a companys offerings,

    so there can be no disconnect between

    what a company says about its offerings

    and what customers encounter.

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    The Value of Trial & Advocacy

    If an experiential proposition is designed well,

    you can instantly differentiate those consumers who are

    truly interested in your brand or product.

    Let's call this the 'cream' rising to the top.

    We know that trial equals conversion,

    but trial in an environment that allows consumers to ask

    questions, to receive guidance, experience the brand

    or to overcome preconceived notionsis an opportunity to really create advocacy.

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    The Value of Loyalty

    A recent study by Jack Morton Worldwiderevealed that 96% of marketers agreed

    that the most important benefit of marketing isto build long-term customer relationships.

    A further 89% identified the ability to do so asExperiential Marketing's biggest asset.

    Experiential Marketing has the powerto create Brand Advocates from Day One.

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    Opportunities for

    Experiential Marketing

    Brand Experience Events

    Branded Ground Activations

    Branded Spaces

    Roaming Brands

    Surround & Engage

    Flash Mobs

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    Branded Spaces

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    Niketown

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    Niketown

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    Virgin Megastore

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    Legoland

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    Disneyland

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    Brand Events & Activations

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    Brand Event & Activation

    Bringing a brand to life through creating a

    Interactive Brand Experience

    Creating a live experience for the consumer

    with the brand that

    Is interactive Consumer can Touch/Feel/Sample the Brand

    Uses any appropriate context or platform

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    Benefits of Activation Better Targeting

    More Contextual Communication

    Interaction with the customer

    Making Brands come alive

    Create Buzz Generate WOM

    Amplification through PR & Social MediaPipalMajik

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    Activation

    Idea

    ExperienceConnect

    PR

    Consumer

    WOM

    Post

    Experience

    Connect

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    Buzz through Activation

    River Tennis

    Intel MYG

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    SUNFEAST OPEN 07

    Kolkata17th September, 2007

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    Sunfeast sponsors Tennis Tournament in Kolkata

    Need to create buzz around the tournament

    One-of-its-kind activity Unique to the sport & the city

    Create excitement

    Magnify through PR

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    Searching foran Activation Idea

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    A Tennis Match

    on the Hooghly River!

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    How do you get

    a tennis court on a river?!

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    Creating a tennis court on a river

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    A wannabe tennis court?

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    The Final Activation

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    The view from the river bank

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    Another view of the floating court

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    Arial View

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    Strong Branding

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    Strong Branding

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    A Memorable Backdrop!

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    Media is on its way!

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    Branding the Media Boat

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    More Media Arrives

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    Waiting for the players

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    Are the players coming?

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    Charu Sharma is here

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    Checking the Court

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    Sania Mirza comes on board

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    Pre-match interview

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    Let the match begin!

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    Exhibition match in progress

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    Mahesh & Sania in action

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    Is it the wind?!

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    Medias courtside view!

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    Post-match media conference

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    The Media Coverage

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    ANANDA BAZARPATRIKA

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    THE TELEGRAPH

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    THE TELEGRAPH

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    THE STATESMAN

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    THE TIMES OF INDIA

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    THE TIMES OF INDIA

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    THE INDIAN EXPRESS

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    ASIAN AGE

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    ASIAN AGE

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    B S SS S A DARD

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    BUSINESS STANDARD

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    AAJKAAL

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    Intel

    Multiply Your Grooves

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    Intel launches Core2Duo

    Most powerful chip for consumers as of date

    How do you show the power to the user ?

    How do you integrate with the overall campaign?

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    How do we get Customers to get

    the Multiply Concept?

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    Searching for

    an Activation Idea

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    The Idea

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    The Idea

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    The Stage

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    The Stage

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    Th St

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    The Stage

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    Th MC I t t

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    The MC Interacts

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    The Performance

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    The Performance

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    Another Performance

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    Another Performance

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    The Audience

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    The Audience

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    The Audience

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    The Audience

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    Outcomes

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    Outcomes

    No of Videos uploaded 1,62,009

    No of views 18,55,719

    Purchases on the spot 1789

    PipalMajik

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    TG-focused Activation for

    Market Creation

    J&J FOGSI

    TVS WOW

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    J&J FOGSI

    School Contact Program

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    Searching for

    an Activation Idea

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    TVS Scooty

    WOW (Women On wheels)Program

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    Searching for

    an Activation Idea

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    Collaterals

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    Collaterals

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    POS Branding

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    g

    WOW Desk Backdrop Posters

    Road Signage Displays

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    PipalMajik

    Scale And Details

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    Reaching out to young women across 100 towns of India

    Contacting Schools, Colleges, Training Institutes & BPOs

    At each location teams ensure: A presentation on Road safety

    Enrol girls into the 1 week training program

    Conduct Hands on Training

    Ensure Licenses are issued

    Along with a license discount is given for purchase of Scooty

    Scale And Details

    PipalMajik

    Indicative Rollout Reach

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    Ajmer

    Bikaner

    Bhilwara

    KotaLudhiana

    Amritsar

    Jammu

    Lucknow

    BareillyAgra

    Hardwar

    Pathankot

    Sangli

    Itarsi

    Khargone

    GwaliorSagar

    Guna

    Ratlam

    Durg

    JagdalpurRajnandgaon

    Bilaspur

    Ambikapur

    Durgapur

    Titagarh

    Asansol

    RanchiPatna

    Bokaro

    Baripada

    Midnapur

    SiliguriGaya

    Hazaribagh

    Guwahati

    NORTHWESTEAST

    Indicative Rollout Reach

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    Growing trends in Activation

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    Growing trends in Activation

    UGC

    Broadcasting Vs Narrowcasting

    Who owns the Brand?

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    The Evolution of

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    Experiential Marketing

    Experiential Marketing is evolving

    from the tactical to the strategic,

    from standalone to integrated,

    based on moments of truth

    through engaging live consumer interactions.

    PipalMajik

    The Challenges for

    E i ti l M k ti

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    Experiential Marketing

    Scalability Cost-per-contact

    Logistics Management

    Clearances, Regulatory Issues Execution Capability

    Measurability

    Roll-out Timeframes

    Control over each interaction

    Risks of any untoward incident/fallout

    Integration with other Marcom elements

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    Thank You

    PipalMajik

    [email protected]

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