The What,Why and How of Experiential Marketing
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Transcript of The What,Why and How of Experiential Marketing
Experiential Marketing JRNY explains WHAT, WHY & HOW
WHAT IS EXPERIENTIAL MARKETING?
An Einstein quote & the actual marketing definition.
– Albert Einstein!
“Experience is the only form of knowledge.”
‘A brand relevant two-way communication between consumers and brands delivered face-to-
face or remotely.’
– Definition!
WHY EXPERIENTIAL MARKETING? JRNY uses the AIDA Model to explain.
AIDA Model
The AIDA funnel tells us how a consumer engages with an ad.!
Advertising works best here!
PR would be a favourite for this!
Sales Promos & face-to-face selling works best!
Immersive retail experiences fit in here!
Awareness
Interest
Desire
ACTION
But where does Experiential Marketing fit in?
AIDA Model
Yep. Everywhere!!
Experiential Marketing!
Experiential Marketing!
Experiential Marketing!
Experiential Marketing!
Awareness
Interest
Desire
ACTION
Awareness
Word of mouth reach!
Every person who interacts with a brand experience! Is likely to tell 17 people about it …!
X! X!
… who in turn tell 2 people about it!!
Awareness
Use this to calculate the total reach of an experiential marketing campaign!
People who interacted with the brand experience!
The people who’ll hear about it from Y. We’ll call these guys Z!
X! X!
The people who’ll hear about it from Z!
*Research by Jack Morton Worldwide!
Y! 17! 2!
Interest
Isn’t an immersive brand experience the most effective way to capture the viewer’s senses and create interest?!
See! Feel! Interact! Hear! Smell!
Outdoor! Yes! No! No! No! No!
Print! Yes! No! No! No! No!
TV! Yes! No! No! Yes! No!
Radio! No! No! No! Yes! No!
Digital! Yes! No! Yes! Yes! No!
Experiential Marketing! Yes! Yes! Yes! Yes! Yes!
Desire
Using Experiential Marketing’s ability to create on-ground environments, we can create a sense in the consumer that using a product/service will
bring them the lifestyle they desire. !
Action
Stats prove that Experiential Marketing integrated with Sales Promotion campaigns are more likely to drive purchase decisions than any other channel*. !
*Research by Jack Morton Worldwide!
HOW EXPERIENTIAL MARKETING?
JRNY explains what makes a great live experience
S T R A T E G I E S
Services! Televised! Gamification!
Entertainment!Theatre!Research (Ql/Qt)!
Adverts! Infotech!Education!
Set!
By identifying the most relevant of these experiential elements, we can come up with the ideal experiential strategy!
Service
Literally providing a service that adds value to your brand experience!
Providing free wi-fi at music/art festivals.
Theatre
!Using performing arts to create a “brand theatre” for your experience!
People enacting the Vodafone ZooZoos
Conducting unobtrusive (qualitative & quantitative) research during your brand experience!
Research
Quick questions prior to a health check up organized by a healthcare insurance firm
Bringing your television commercial to life!
Adverts
The Blackberry boys come alive to make the jingle memorable
Expanding the reach of your live brand experience by broadcasting on TV, Radio or Digital!
Televised
A televised treasure hunt for a tours and
travel company
Using music, fashion or culture based activities to add value to your brand experience!
Entertainment
A music show organized by a leading audio equipment company
Leveraging games and competitions to engage consumers in brand experiences!
Gamification
A chess competition at airports to show the fun side of a business phone
Identifying & customizing technology to better brand experiences!
Interactive Technology
Coke India reduced distances by installing the Friendship
Machine in India & Pakistan
Educate the user conveying rational product benefit. !
Education
A live comparison of 4G speed vs. speed at which a message travels to your brain
An environment designed and built for the brand experience!
Set
A look-a-like of the Kodak studio stage is built to promote the Oscars
Two or more of these elements come together to form the most relevant experiential strategy which is unique to every brand
Lifebouy aimed to educate their users about their product at an experience they could never forget. The result? Word of Mouth!!
Service + Educate
Watch Here!
Lifebouy se haath dhoya kya?
WestJet Airlines asked their consumers what they wanted for Christmas while they were waiting at the airport. As a surprise, they actually delivered their gifts when they arrived at their destinations, !
Service + IT + Theatre
Watch Here!
WestJet Christmas Miracle*
And lastly,
Public Relations
LIVE BRAND EXPERIENCE!
Other marketing communication channels help amplify the live brand experience
Live!Broadcast
Advertising
Digital
OUR SERVICES
SERVICES!
STRATEGY! DESIGN! PRODUCTION! ANALYSIS!
Situational Analysis!Background Research!
Target Audience Analysis!
Experiential Strategy!
Concept & Ideation!Concept Illustration!
Action Plan !
Interaction Timeline!
Budgets!Schedules!Logistics!
Risk Analysis!!
Mechanism for measurement!Real-time reporting!
KPIs!
Campaign Evaluation!
Abhinandan Sridhar
+91 916 735 6210
Siddharth Sharma
+91 9167 095 245
Abhigyan Arora
+91 787 568 5638
