Experiential marketing attempts to connect consumers with brands in personally relevant and memorable ways. The alternative term customer-experience marketing emphasises the idea of communicating the essence of a brand through a personalised experience. Consumers refers to individuals or households that purchase and use goods and services generated within the economy. ... For other uses, see Brand (disambiguation). ...

As a marketing methodology, experiential marketing aims to move beyond the traditional "features-and-benefits" marketing, cast to a wide audience that includes not only those who may benefit from a brand or product, but also those who would not benefit at all. (As a result of such traditional marketing, people avoid messages whenever possible and by any means possible i.e. pop-up blockers, the United States National Do Not Call Registry and DVRs (such as TiVo) to avoid exposure to commercials.) In contrast, experiential marketing presents an experience that people choose to attend to and participate in after identifying the relevance of a brand or product to their needs. Next big thing redirects here. ... Next big thing redirects here. ... This is a list of software that blocks pop-up ads. ... It has been suggested that Do-Not-Call Implementation Act of 2003 be merged into this article or section. ... Foxtel IQ, a digital video recorder and a satellite cable set-top box. ... TiVo (pronounced tee-voh, IPA: ) is a popular brand of digital video recorder (DVR) in the United States (and coming to Canada in December 7, 2007) and is a consumer video device which allows users to capture television programming to internal hard disk storage for later viewing (time shifting), provides... // Advert redirects here. ... A need is the psychological feature that arouses an organism to action toward a goal and the reason for the action, giving purpose and direction to behavior. ...

Psychology

In the simplified paradigm of lateralization of brain function, experiential marketing reflects a right-brain bias in that it aims to fulfill consumers' aspirations to experience certain feelings — comfort and pleasure on the one hand, and avoidance of discomfort and displeasure on the other. It involves a perceived one-to-one interaction between a brand and an individual consumer. Experiential marketing creates a stronger relationship with the consumer by delivering a message that has a deep connected meaning and relevance to the consumer and the brand delivering the message.^{[citation needed]} The human brain is separated by a longitudinal fissure, separating the brain into two distinct cerebral hemispheres by the corpus callosum. ... Look up aspiration, aspirate in Wiktionary, the free dictionary. ...

In contrast, traditional product-centric marketing reflects a left-brain bias because it generally seeks to persuade consumers by invoking rational factors that position the advertised brand as better than competing brands. Product-centric marketing presumes a degree of rationality in consumers' decision-making that contemporary neuropsychology does not support.^{[citation needed]} (Emotionally-generated feelings influence consumers' much more than rationally-derived thought does.^{[citation needed]}.) Rationality as a term is related to the idea of reason, a word which following Websters may be derived as much from older terms referring to thinking itself as from giving an account or an explanation. ... Competition is the act of striving against others for the purpose of achieving gain, such as income, pride, amusement, or dominance. ... Neuropsychology is a branch of psychology and neurology that aims to understand how the structure and function of the brain relate to specific psychological processes and overt behaviors. ...

Methodology

Category growth

Experiential marketing has become an accepted alternative marketing methodology.^{[citation needed]} As of 10 November 2007 searches using Google found the following numbers of results for the respective strings: is the 314th day of the year (315th in leap years) in the Gregorian calendar. ... Google, a search engine owned by Google, Inc is the most used search engine on the web. ...

 "experiential marketing": 508,000 results "field marketing": 684,000 results "guerilla marketing": 988,000 results "social marketing": 1,260,000 results "viral marketing": 1,500,000 results "marketing": 505,000,000 results 

Experiential marketing continues to grow in popularity^{[citation needed]} as mainstream marketers adopt it more widely^{[citation needed]}. Guerrilla marketing, as described by J. Levinson in his popular 1984 book Guerrilla Marketing, is an unconventional way of performing marketing activities (primarily promotion) on a very low budget. ... Social marketing is the systematic application of marketing alongside other concepts and techniques to achieve specific behavioural goals for a social good. ... Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses. ... Next big thing redirects here. ...

Perceived need

With emerging media making a growing impact in the marketplace, vying for consumers’ attention becomes increasingly difficult. A marketplace is the space, actual or metaphorical, in which a market operates. ...

Advertisers once saw experiential marketing as an alternative approach to reaching the most media-savvy audience.^{[citation needed]} It offers an engaging, entertaining and interactive brand experience unmatched by traditional marketing.^{[citation needed]} In today's marketing landscape experiential marketing leads the way.^{[citation needed]} 2007 is a common year starting on Monday of the Gregorian calendar. ...

In the past ten years, experiential marketing has become a hot topic in the branding world.^{[citation needed]} Some of the most prominent brands such as Levi's, Nokia, Harley-Davidson, Wells Fargo and Volkswagen have implemented successful experiential programs to reach their target.^{[citations needed]} 2007 is a common year starting on Monday of the Gregorian calendar. ... Levis is a brand of riveted denim jeans manufactured by Levi Strauss & Co. ... This article is about the telecommunications corporation. ... Logo on a 2003 Harley Davidson The Harley-Davidson Motor Company (NYSE: HDI) is a manufacturer of motorcycles based in Milwaukee, Wisconsin. ... An older Wells Fargo branch, located in Berkeley, California Wells Fargos corporate headquarters and main branch Wells Fargo & Co. ... VW redirects here. ... Target market may be defined as a market which an organisation sets its views on, either because it is witnessing an increasing demand for the product produced by the organisation, either because it represents a blue ocean for the organisation to exploit before its competitors get there, so as to...

Organizations such as Starbucks, Procter & Gamble, General Motors, Cadbury Schweppes, Unilever, Kraft Foods, Expedia, T-Mobile USA, and DirecTV have had connections with a firm doing "face-to-face marketing at events".^[1] For other uses of Starbuck, see Starbuck. ... Procter & Gamble Co. ... General Motors Corporation, also known as GM, is a multinational corporation headquartered in the United States and has been the worlds most dominant automaker since 1931. ... Cadbury Schweppes plc (Cadbury Trebor Bassett), (NYSE: CSG) is a confectionery and beverage company with its headquarters in London. ... Unilever is a widely listed [2] [3] multi-national corporation, formed of Anglo-Dutch parentage, that owns many of the worlds consumer product brands in foods, beverages, cleaning agents and personal care products. ... Kraft Foods Inc. ... Expedia. ... T-Mobile logo T-Mobile is a multinational mobile phone operator. ... A standard DirecTV satellite dish with 1 LNB on a roof DirecTV (trademarked as DIRECTV) is a direct broadcast satellite (DBS) service based in El Segundo, California, USA, that was founded in 1994. ...

See also

• customer experience management
• field marketing
• history of marketing
• Viral marketing
• Relationship marketing
• Promotion (marketing)

Customer experience management (CEM) is the process of strategically managing a customers entire experience with a product or a company (Schmitt, 2003, p. ... Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses. ... Relationship marketing is a form of marketing that evolved from direct response marketing in the 1960s and emerged in the 1980s, in which emphasis is placed on building longer term relationships with customers rather than on individual transactions. ... Wikibooks has more about this subject: Marketing Scale model of a Wheaties cereal box at a pep rally Promotion is one of the four key aspects of the marketing mix. ...

External links

• Experiential Marketing Forum
• 2007 Experiential marketing Survey Results
• http://knowledge.asu.edu/blog/index.php/2007/07/19/p57 - Give a little, sell a lot: How free samples influence shoppers' buying behavior.

Bibliography

• Max Lenderman: Experience the Message: How Experiential Marketing is Changing the Brand World
• B. Joseph Pine II and James H. Gilmore: Experience Economy
• C.K Prahalad and Venkat Ramaswamy: The Future of Competition: Co-creating unique value with Customers
• Bernd Schmitt: Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate
• David B. Wolfe: Ageless Marketing: strategies for reaching the hearts & minds of the new customer majority. Chicago, Illinois: Dearborn Trade Publishing, c2003. ISBN 0793177553

Max Lenderman is creative director at GMR Marketing LLC, the largest “live” marketing company in North America. ... The Experience Economy, according to B. Joseph Pine II and James H. Gilmore in their 1999 book of the same name, is an advanced service economy which has begun to sell mass customization services that are similar to theatre, using underlying goods and services as props. ... Bernd Schmitt is Robert D. Calkins Professor of International Business at Columbia Business School in New York, where he directs the Center on Global Brand Leadership. ...

Footnotes