When I look back on my day, I'm amazed at the range of emotions I have gone through, from depression to indifference to ecstasy. Every minute has been an experience - sometimes pleasant, sometimes unpleasant, and then there are those experiences…that I would give anything to relive.
Apart from its utility, it is because the product touches them in more ways than one. Today's marketer sees the potential to cater to their senses by breaking through the traditional ‘features-and-benefits' marketing to launch ‘experience marketing' - what can be described as a new way of catering to the evolving market.
Experiential marketing is a new approach for the branding and information age. It deals with customer experiences and is quite different from traditional forms of marketing, which focuses on functional features and benefits of products.
[...] - Walt Whitman The best part about experience marketing is that it is an all encompassing concept that has no fixed limits or a clearly distinguishable domain. There are certain areas, however, which possess tremendous scope for its applicability. These defined areas are in congruence with the three aspects of emotions, senses and occasions. High emotional involvement - This is the best opportunity, as also the biggest challenge, for a marketer to give the consumer a complete experience, without actually selling anything tangible. [...]
[...] I think that is because people want to live in a certain lifestyle, they want to drive a car that is more fun to drive than their normal, professional Lexus or BMW. So the notion of "Act" is always about actual behaviors or broader lifestyles. There are different ways of communicating "Act." On the Web one can do it through Flash animations, for example. On television, one can do it through some very fast-paced advertisement. In an environment, one can do it by having a lot of different sensory stimuli coming together--very bright, fast, changing images. [...]
[...] The strategic experiential module Sense The sensory area of experiential marketing is made up of styles and visual and verbal symbols that create an overall impression. If one want to create a strong sense of impact or create something appealing, whether an advertisement, packaging or a website, one need to first choose the right colors. They have to be in line with the image of one company; they have to be attractive; they have to gain the customer's attention. For example, colors like yellow or red are often better than blue and gray. [...]
[...] The ubiquity of communication, via various media, the scarcity of time due to hectic lifestyles and the stress factor associated with it - all spell an important implication - There has to be mo re focus on the human being and not the ‘consumer'. Marketers realize the need to cater to such changes and experience marketing fits the bill very well. BRANDS AS EXPERIENCES In the 1990s, branding arose as a crucial new business task for building and sustaining competitive advantage. [...]
[...] It's really a matter of a broader style that a hotel has, or a style that an airline has. These shapes, colors and all these other elements come together in a certain style. Examples of style might be minimalist, ornamentalist, dynamic or static. Take Nike, for example. When one goes to Nike Town, one has a very dynamic environment, so the style of Nike is that of a performance-driven, dynamic company. Besides styles, there are verbal and visual symbols. The Merrill Lynch bull, for example, symbolizes that they are bullish on the market. [...]
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