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Experiential Marketing

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Experiential Marketing

  1. 1. Experiential Marketing<br />Strategy for <br />Airlines<br />Industry<br />Submitted By: -<br />Pankaj Goel (39)<br />Chandra Katari(02)<br />Amity Business School<br />MBA (M&S) 2008-10<br />
  2. 2. What is Experiential Marketing…<br />“Experiential marketing is a concept of creating experience that integrates elements of emotions, logic, and general thought processes to connect with the consumer.”<br />Objective: To establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels.<br />Nowadays striking displays with powerful visual elements: such as websites, visual media such as print ads are made visually appealing.<br />
  3. 3. How does it work…<br />“Experiential marketing interrupts the purchasing Funnel which has been long seen as a prevalent model for a consumer&apos;s decision making process”.<br />
  4. 4. 10 reasons why to spend on EM…<br />Engages all 5 senses i.e. see, hear, touch, smell & touch<br />Most memorable media<br />Changes brand perceptions<br />Increase sales<br />Consumers love it<br />Experiential is the word of mouth media<br />An opportunity for personal feedback<br />Experiential can convey complex messages<br />Makes consumers receptive to other forms of media<br />generate a significant number of free media impressions, thereby multiplying its value<br />
  5. 5. Worldwide instances of EM…<br />Giltspur designed experiential museum exhibit that allows visitors to literally feel as if they are stepping into Harry Potter’s world.<br />The U.S. Army opened a $12 million “Experience Center” at a mall in Philadelphia, for its America’s Army online game.<br />Consumers were offered free admission to Disney theme park on their birthday for Disney’s “What Will You Celebrate” campaign.<br />AmEx introduced a new U.S Open i-Phone application and invited fans to join in activities including a “Play with the Pros” virtual tennis match.<br />
  6. 6. The Personal Touch<br />Various Senses of EM…<br />Enable instant communication, Feel and Touch<br /> makes a brand stand out from the clutter<br />Real Interactivity<br />Two-way Dialog<br />Consumer get educated thoroughly by the<br />representatives and get the chance to ask<br />about there quires. <br />Trial and Introduction<br />Test Drives, Sampling the product, smelling the perfume; these are trials and trials are critically important<br />To Try<br />Sensory Engagement<br />Experiential Marketing allows consumers to fully experience your brand using all five senses.<br />
  7. 7. Phases of Experiential Marketing<br />Buying your Brand<br />Experiential Marketing is extremely effective at driving that all-important purchase.<br />Before they Buy<br />Brand knowledge and education<br />Customers truly understands your brand values and benefits, word of mouth happens on day to day basis through Experiential Marketing<br />Ultimately, adopt your Brand<br />
  8. 8. Consumer<br />Want memorable communication that cut through the clutter<br />Real Interactivity<br />Before they Buy<br />Ultimately, adopt your Brand<br />
  9. 9. Developing A Experiential Marketing Plan<br />
  10. 10.
  11. 11. Kingfisher Airlines<br />
  12. 12. Cont..<br />
  13. 13. Cont..<br />

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