experiential mkting

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COVER STORY December 2010, EXPERIENTIAL MARKETING 20

Experiential Marketing, distinct from other forms of

marketing, offers immense potential for tapping into the

psyche of the consumer, creating product differentiation,

enhancing brand personality and reaching out to relevant

audiences. The thrust of the practice being relationship

centric enables brands to achieve customer loyalty in a

product-saturated market. With the unprecedented impetus

to the Internet and mobile platforms, Experiential Marketing

has continued to evolve and move forward as technology

opens more collaborative and social communication

channels. Including tools for managing relationships with

customers that go beyond simple demographics, while

customer service data help brands to leverage resources

so as to derive better efciency of reach.

By Cain PintoWhile considering the brand universe and the variegated

marketing activities inherent in their functioning, media

brands being inextricably linked to the medium of

dissemination that they are manifestly functional in,

are in that sense unique. They employ Experiential

Marketing to further augment benecial outcomes for

the company. Different media have myriad objectives for

using Experiential Marketing. They choose among these

methods the one thats most suited to the achievement of

objectives and attainment of greater brand equity. While

in this attempt they follow the general tenets of traditional

Experiential Marketing, they do however customize the

forms assumed by the strategy to better handle different


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audiences and achieve diverse objectives. The

exibility that such an approach offers allows for

more uid and radical executions by brands.

And what better than the thrust of an integratedmarketing approach within the reach of ones

own umbrella mediums? Where marketers have

accorded enough importance to synergizing

communication across channels, media marketers

are creating experiential marketing platforms and

using these as the message in their mediums

to intrigue consumers with an engaging story.

Content Creation

A brand would typically create a knowledge

platform to leverage the basic premise of

knowledge creation. Knowledge creation and

exchange is the basic premise of a mediabrand, which is leveraged in the on-ground

format through a conference.

The Economic Times conducted the fourth

edition of The Economic Times Banking

Technology Conclave 2010 in Mumbai. The

4th Banking Technology Conclaves agenda

was to gain access to the resources and

intellectual capital that a banking technologist

needs, to help lead the organization to growth.

The Economic Times has several knowledge

conferences, like the one discussed above,

in which they take a leadership stand in a

relevant topic and also use the conference

as an avenue of creating content within the

newspaper.

The concept of luxury becoming the new hot

topic in India due to boom in relevant classes,

who prefer to spend on things that enhance

living experience and accord prestige,

necessitated the purveyors of such goods to

lobby, discuss and put the market situation

into perspective. The Mint Hindustan Times

Luxury Conference, a forum for the discussion

and exchange of ideas on the luxury industry

with the business of luxury as its premisewas initiated with the support of the Ministry

of Commerce and Industry. The conference

engaged an audience full of luxury brand

representatives that also make for potential

advertisers of the Mint Hindustan Times that

are getting engaged on an interactive level by

a very relevant discussion.

Guru Yatra, an initiative organised in associat ion

with The Economic Times Corporate Dossier

employs the form of a travelling lecture series

that will generate not only buzz and recall but

also stimulating insights about trends prevalent

in management thought. This kind of event will

December 2010, EXPERIENTIAL MARKETING 21

Experiential Marketing integrates

elements of emotions and logic to

connect with the consumers, going

much beyond features and benet of

the products. Dainik Bhaskar group

provides 360-degree solutions in the

form of ground-events for a particular

TG or events with an emotional

connect e.g. Holding exhibitions,

conferences and internal seminars

for educative purposes and general

enrichment of the employees. The key

element being: establishing personal

connections with the TG, to make

business sense. Ultimately, these

connections lead to brand loyalty

and in course of time, reect in brand

revenue believes.

Jayent MishraNational Head - DB

Activation, Dainik Bhaskar


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enhance the image of the firm in business

and academia, and generate exclusive and

unique insights on the subject.

Adding on AdvertisersMedia brands solicit advertisers to further

their interests. Take the Times Interiors

exhibition for instance. This exhibition is

amplified in the media (Times of India) to

a large section of the purported consumer

base. Advertisers are doubly benefited

by being promoted firstly through the

advertisements about the exhibition in the

media and secondly through a face-to-face

interaction with a large consumer base of the

newspaper that turns up at the exhibition.

Radio Mirchi announced the entries for theMirchi Kaan Awards 2010. An innovative on-

ground activation was held at 10 creative

agencies in Mumbai. Through the awards

a unique stakeholder was targeted, in the

form of the creative agency that creates the

advertisements.

By encouraging innovation and creative

work in creating radio advertisements, the

radio station is nurturing relationships within

the industry on which their advertisers are

reliant and base their decisions to advertise

on the radio.

Drive Brand Promise

Certain media brands have unique

positioning, niche audiences. For e.g. most

radio brands have to differentiate from one

another through some unique positioning.

MY FM announced the MY FM ki Chhadi-

a campaign launched to replace physical

chastisement with knowledgeable

disciplinary measures; an initiative driven

to reform the society. While the connection

between these initiatives are not obviouslyapparent, there is none the less a core

agenda that they share in common. An

initiative seeded in taking a stand on an

issue, to appeal to the young society with

the same attitude.

Mid Day uses this strategy to reach out to the

youth. They create activations / promotions

for their brand, to drive in the awareness and

differentiation amongst audiences. The Mid

Day Happy Hours at Work events engage

audiences within their work place with a post-

work party and is the perfect manifestation

of the tagline Make work fun. These events


Worldwide marketing budgets arebeing focused more on ground

activations and experientialmarketing properties to bring the

brand-promise and positioningalive for the brands. There is so

much clutter today that experientialmarketing is key to the success ofany brand. We have been focusing

on Experiential Marketing viaInnovations aggressively since the

last few years. The brands TG is theyoung urban mobile professionals

across Mumbai, Delhi, Bangalore andPune. MidDays marketing properties

have successfully engaged the TGvia innovations and establishing thebrand promise of Make Work Fun.Impactfully engaging the TG and

bringing alive the brand promise isessential for all marketers today.

Nevil le Bastawalla

Head Marketing, MidDay


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are designed to garner interest, curiosity,

patronage and goodwill from a young, urban

target audience.

My FM organized an initiative titled Paisoki Baarish for its listeners of Jalandhar to

spread the spirit of Jiyo Dil Se. This along with

the initiatives mentioned above, all have in

common the notion of living up to ideals of the

consumer through the brand positioning that

strives to relate with them. These events foster

positive associations to the brand recall aspect

because they garner the ideal, aspirational

values that they subconsciously ascribe to.

Reaching RelevantAudiences

CNBC, a part of TV18 Network, organizedthe CNBC Awaaz Consumer Awards 2010 in

Mumbai. Engagement of audiences through a

nationwide survey of 4000 people across 20

cities and celebration of brands solves a dual

purpose and highlights the consumer centric

orientation of the channel.

MidDay engaged the young, urban population

of the city with MidDay Corporate Soccer

Championship. Bearing in mind the level of

involvement that such an event could garner

from the relevant audiences. The basic idea

behind these initiatives is one chosen with

great care, to correspond closely with the

aspirational values of the target audience,

YUMPIs in the case of MidDay. Consolidation

of positive images to be associated with the

brand and establishing an intimate connect

with the relevant people is the prime incentive

to undertake such events.

Brand Symbiosis

All media brands undertake smaller promotions

with their advertiser brands in addition to

promoting them through the primary medium.

This phenomenon is widely visible in Radio.

Both brands benefit from such collaborations

since the goodwill generated from events

executed in partnership are accorded to all

participant parties. Mahindra Xylo and Radio

One partnered for the second season of

their annual property, the Time of Your Life

Karaoke Contest.

Times of India with its Times experience

centered on induction cooking, neatly made

forays into the collective interest of a large

customer segment while fostering profitable

collaborations with Prestige.


Communication has changedover the years and conversationsrather than communication with

the consumers have becomenecessary. Experiential Marketing

establishes a means of conversationwith consumers. Having consumers

experience the brand promisehas taken credence over plainlycreating awareness of it. Media

brands try to involve consumers so

they are receptive to the contentof communication. If a consumer

experiences a radio brand on-ground and interacts with it, the

next time he tunes in to the radio,my brand is the one hes likelyto select for listening pleasure.

Creating memorable and excitingexperiences enhances loyalty for the

radio brand.

Anand ChakravarthyCEO, BIG FM


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GLIMPSES November 2010, EXPERIENTIAL MARKETING 50


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The success of the activation also solders the

equity of new brands that consolidate their

positioning by positive cognitive associations.

DB Activation, the event vertical of the DainikBhaskar Group (DB Corp Limited), provides a

platform in the form of experiential marketing to

brands that want to reach people and connect

with them emotionally and personally.

Enabling clients to engage with the consumer

directly where they can participate in a dialogue

with them, instead of the usual one-sided

communication it is a two-way communication.

Eventually, such ground events become

synonymous with the brand; the readers

looking forward to such events. It is a popular

tool to interact with the consumers / readers.

Evolution from Event to

Brand

Some events, because they have an intrinsic,

structured, consumer appeal, can then garner

brand status. While this phenomenon is not

restricted to events that are initiatives of media

brands alone, but what emerges essentially, is

a branded medium for communication. This

unique media platform evolves together with

message dissemination, brand association

and consumer engagement capabilities all

through the format of experience.

These motivations are further amplified on all

other ancillary mediums. Taking on the entity

of a brand itself allows the brand to enjoy some

level of media (conventional formats) neutrality

as well. Amplification benefits can then be

derived from telecast, television promotions,

radio and newspapers advertisements and on-

ground promotions as well.

Like telecast on a TV Channel, promotion on

Radio beyond promoting the event in their

own media, spread sheets in newspapers etal. The convergence of the messages sent out

on the different media result in a conflation of

it, magnifying the effects more than any one

or the other medium could achieve single

handedly.

With successful execution and mileage gained

from good reviews by other media brands, a

property takes on a brand status and becomes

an independent entity with its own perceived

set of values. This brand personality that is

developed by the property can be extended

unto other brands that associate themselves

with the primary brand.


The promotional activities for one of

SETs biggest shows, Indian Idol was

very elaborate and was divided into

three phases, of which experience

played an integral role in each phase.

The rst phase was focused on

spreading news about the auditions

across the country, the second geared

towards ensuring maximum samplingfor the show, and the third on taking

the brand experience called Indian Idol

outside the TV for the audiences. The

focus is more on experiential marketing,

as a part of which the channel has set

up voting booths in places such as malls

and multiplexes.

Danish Khan

Head - Marketing

Sony Entertainment Television


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Like Gitanjali, which unveiled the exquisitely

crafted Collection G crowns specially

designed for the young beautiful contestants

aspiring for the prestigious PantaloonsFemina Miss India title. Femina Miss India

enjoys access and presence in any media

brand under the Times group umbrella while

also being telecast on a GEC each year.

The Filmfare Awards is another example of

such a brand, also from the Times stable.

On similar lines, the Stardust Awards is

MagnaMags innovation to tap into emerging

talent within the Indian film industry.

Properties that take on brand statuses become

assets to its owner. It merits its own audience

from the reputation it garners throughsuccessful implementation of experience.

These become avenues to recruit new brands

that want to associate themselves with a

popular property because they are assured

of being subject to increased attention from

the relevant target audience by simply being

seen at the right place at the right time.

More often these event brands emerge from

General Entertainment Channels stables,

like the Zee Cine Awards and even the Star

Parivaar Awards. But every now and then

we even get to see initiatives from the path-

making brands, like Red FMs Bingo Bajaate

Raho Awards proved to be.

The exposure that such inclusive practices

promise are immense since the many media

are amplified reciprocally whilst engaging

in one coordinated, orchestrated effort.

Experiential Marketing in effect proffers an

augmented synergy through coordination

within various media and custom made

execution.

Having invested in developing emotional

capital in minds of customers, to some extent,have a safeguard against the onslaught of

saturation and lack of differentiation between

brands in the markets. It also helps to build

on a unique differentiating element for the

concerned brands, giving the consumer more

reasons to choose that brand over another.

Given the relative economy of conducting

promotions in such a streamlined and

strategic manner more and more brands

are bound to venture into the domain of

Experiential Marketing. Such interactive

stimulus is serving to shape the future of

global brands.


From a media owners point of view,

we have used Experiential Marketing

platforms like events extensively,

with very positive results. We use it

to enhance the brand in addition to

doing events for advertiser brands. It

is a great way to reach out and create

interest. It provides a creative platform

to do events and activations for the

brands associated with us.

Shivendra PariharMarketing Head

MagnaMags


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IN FOCUS

India exchanges nightlife

with CanadaSmirnoff Nightlife Exchange Project - the day the world swaps nights!

Over 18,000 people from ve continents and 14 countries

were a part of the one-of-a-kind experience, The Smirnoff

Nightlife Exchange Project. The idea was conceptualised

by the Smirnoffs global brand team wherein the main

objective behind the project was to inspire people to

take part in and help create extraordinary experiences.

The Brand and the initiative

Positioned as a unique initiative that will enable people

to experience the nightlife of another country, Smirnoff

Nightlife Exchange Project was organised simultaneously

across 14 countries on November 27. In India the

event took place in Bengaluru at the Ashok Lalit Hotel.

Commenting on the objective on this initiative, Nakul

Pathak, Marketing Manager, Smirnoff - Diageo India,

said, Smirnoff believes in doing things differently; We

organise events that create something special, something

extraordinary a night people will look back on and say--

I was there. As a part of the Be There campaign, the

Smirnoff Nightlife Exchange Project was an ambitious

attempt to create a once-in-a lifetime experience on the

same night all over the globe.

Smirnoff reached out to people in fourteen countries to ask

them the simple question-- What makes your nightlife the

best in the world? These ideas were transformed into event

experiences across these countries.

On the lead time required to execute this global initiative,

Pathak added, Right from the conceptualisation to the

promotions to the actual on-ground event it took around

ve months to complete the entire project.

The countries selected to take part in the initiative were

done so to be representative of the world nightlife cultures.

India, Argentina, Australia, Brazil, Canada, Germany,

Great Britain, Ireland, Lebanon, Poland, South Africa,

Thailand, USA and Venezuela were given the chance to

experience the best of nightlife from their exchange country.

Smirnoff Nightlife Project in India

In India, Fountainhead Promotions and Events managed

the execution of the entire initiative. Several promotion

activities were conducted as a part of the initiative to createhype about the event.

Subramanian Iyer, Project Manager, Fountainhead

Promotions and Events, said, After delivering one of the

best Smirnoff Experiences ever in Hyderabad, earlier in the

year, we were roped in to manage the activation and events

leg of the Smirnoff Nightlife Exchange Project in India.

Elaborating on

the month-long

p r o m o t i o n a l

plan, he

revealed, The

c a m p a i g n

broke on

September 13

with branded

crates were

unveiled in all

the 14 countries

across the

world, selected

for this initiative.

In India, we had

huge crates

at High Street

Phoenix inMumbai, Saket

Mall in Delhi

and Garuda

Mall in Bengaluru. The next phase was the pub-crawl in six

cities where over 100 clubs were covered. In the journey

to decide Indias best nightlife, The Smirnoff Nightlife

Exchange Project hosted pre-parties in Hyderabad,

Kolkata, Indore, Pune, Bengaluru and Delhi. On October

22, the country whose nightlife India will experience was

unveiled, which was followed by the nale that was held on

November 27 in Bengaluru.

On October 22, it was unveiled that India would exchange

nightlife with Canada.

By Shweta Ramsay



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IN FOCUS

Execution

The theme at the venue revolved around the great Canadian

outdoors such as snow and ice; and was complemented

with Canadian specialties like the poutine and the famous

Canadian Mounties.

Iyer elaborated, We draped the entire venue in white

to represent the Canadian outdoors and snow. Multiple

LED screens were set up on stage. We also incorporated

various Canadian elements, like maple leaf and CN Towers

(Toronto landmark) in corners of the venue to give visitors

a feel of Canada.

Special instillations were created at the venue that

showcased Smirnoff bottle shaped trees. At the entrance a

white tunnel was created for visitors wherein two Canadian

Mounties welcomed them. A 60 feet long ice bar was also

set up with Smirnoff carved on ice.

J Davis Prosound and Lighting managed the sound and

lights for this event.

Challenges

Commenting on the challenges faced to execute the event,

Iyer stated, We were constantly in touch with the brand

team of all the 14 countries and had weekly conference

calls with them to ensure that the campaign is consistent

across the globe and we deliver a great experience to the

consumer.

He further added, Another major challenge was to set-up

the ice bar. We had to make the entire set-up in two hours,

just before the event began.

EntertainmentLike the event set-up, the entertainment also needed to

match world-class standards. Abanti Sankaranarayanan,

Marketing and Innovation Director, Diageo India explained,

The Smirnoff Nightlife Exchange Project is all about

creating the most original events that reect the brands

global appeal. Its all about the experience - the worlds

best DJs, thousands of diehard fans, spectacular sound

and lighting.

As part of this spectacle, a diverse line-up of big names

and underground acts took to the stage on the same night

at venues around the world. Bengaluru saw DJ Sultan, DJ

Max Graham and Zara Taylor on vocals bring the sound of

Canada to India.

Indian bands, like, Jalebee Cartel and Shaair + Func also

performed at the event in Bengaluru.

Response

Smirnoff fans were really excited to be part of this ambitious

and innovative undertaking, the likes of which has never

been attempted before by any brand. In India over 1,700

people attended the event. Pathak elaborated, We

received ideas from a community of more than 1,00,000

people from across the country who submitted more than

7,000 suggestions for what best characterises nightlife in

India from fashion trends and musical styles to locally

inspired cocktails.

Form the pre-event activities it was learnt that the Indian

consumer loves to unwind, party and is open to trying out

new and different experiences. To make sure that people

would remember and reminisce about The Smirnoff

Nightlife Exchange Project, CDs with music from Canadian

and Indian DJs were especially created to gift to Smirnoff

fans. We are committed to creating many more such epic

experiences nights that people can look back on and say

I was there, concluded Pathak.

Coming soon

The event in Bengaluru will now be followed by series

of post event parties in small towns. Post parties are

consciously being organised in smaller cities by the brand

in order to engage audiences in those cities and not only

focus on the metros of India.

Iyer revealed, Beginning December 11 we will be

managing Canadian themed post event parties of the

Smirnoff Nightlife Exchange Project on a smaller scale, in

the ve cities of Bhubaneshwar, Raipur, Chandigarh, Goa

and Cochin. An International DJ from Canada will perform

at these cities.



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