EXPERIENTIAL MARKETING

PRESENTED BY

Nishtha ZutshiMegha GuptaPrachi AgarwalShama ParveenRohit Mathur

WHAT IS EXPERIENTIAL MARKETING?

Live interaction between a brand and a consumer

Impactful, memorable

Capable of generating a lasting relationship

A confluence of promotion, sponsorship activation, events , in-field and PR communications

TICKLING THE SENSES!!

It is the only medium to engage all the 5 senses

HOW IT WORKS?

Interrupt the

purchasing funnel

Interrupts the consumer

with an immersive activity

Draw in interested

customerswww.idinfo.com/portal

BENEFITS

Shifts brand perception between engagers and non-engagers

www.idinfo.com/portal

BENEFITS CONTINUED…

Message recall due to live interaction and experiences

BENEFITS CONTINUED…

Talkability and advocacy due to micro-targeting

BENEFITS CONTINUED…

Make consumers more receptive to other forms of marketing

MAHINDRA TRACTORS Mahindra wanted to launch HyTec: a strong hydraulic tractor. Live demonstration of the usage of hydraulics on the field to provide experience of farmers.

Sensors were attached to the hydraulic of the tractor & the data was routed to a plasma screen via a transmitter. This activity was easily understood and remembered by the farmers and the sales graph tremendously increased.

MTV

U Events takes MTV U to colleges, through 19 events across five cities

On September 11, 2008,MTV U took U Events to five cities in India: Hyderabad, Pune, Delhi, Ahmedabad and Mumbai.

• A booth for MTV U was set on the campus. Students come into the booth and speak about the college and their life on campus. This too adds to the content of the show.”

NIIT

•This institute wanted to change its image from career building course provider to high tech provider.

•It launched ‘Jawa Cafes’ in engineering colleges after sending volunteers to targeted colleges to quiz students on their interest.• •They devised one hr workshop with presentation on these, that could be done on the net.

• Students were given computers with coffee. The idea was to create an association bondage with them,they can take something which they have experienced here.

PEPSODENT

HUL targeted children for PEPSODENT in 1996. They targeted schools all over the country. They did in the following manner a) They hired dentists who gave personal and

audio visual interaction, b) taught about brushing, good oral habits,c) check ups, d) giving dental forms to kids, e) setting up kiosks with touch screen where a kid can have all queries, experiences.

MARICO - SHANTI BADAM AMLA HAIR CHALLENGE

• Consumer contact through road shows & hair test challenge. Strategic tie-ups & merchandising at local beauty parlors.Sampling & Merchandizing during the activation.Media coverage event with brand ambassador & target customers.

• Result Awareness of Shanti Badam Amla Hair oil increased by 34% post campaign.

TVS FLAME - HOTTEST FLAMER HUNT

On ground - A road show to hunt for the hottest flamer, test rides, enquiry generation, data collection, selection of semi finalist through live contest, finals at popular malls across 52 cities.

Result 3.50 lac prospect buyers contacted by generating 10k demo trials.

DABUR - OPERATION ROOTS

A Mobile dispensary was made to educate women TG.Free check up (BP, weight) & medicine to women by the local "vaidh".Product branded health referral card were given to women.

Result During the span of the 6 months campaign 1.26 lac women were contacted.Strong brand presence was created in the Dabur dark areas.

Nike Town has decorated the retail space to resemble a basketball arena

This gave customers a better retail shopping experience

The surroundings and decorations put customers "in the mood”

Toys 'R Us have video game sections which give customers first hand experience in playing sample games on large flat screens and surround sound speakers

Sony's flagship store in New York City, showcases TV and home theatre audio systems set up as if they were in a living room setting

Customers could actually sit down and watch a movie clip and experience the wonders of surround sound and ground-shaking subwoofers

Aveda allows customers to experience their product prior to a purchase decision or without having to make a purchase decision

For products like cosmetics , the purchase decision is more likely to be made based on the consumer actually using the product and experiencing its benefits

IKEA stores are lifestyle stores

They are based on "sets" which showcase a variety of products arranged as they would normally be used if in a bedroom, living room, kitchen,etc

Customers get ideas about what to buy with what when they see the products being used in their natural environments