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Experiential Marketing
Chandradeep (CD) Mitra
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A Changing Marcom Context
Hyper Clutter & Hyper Fragmentation
Mass ADD
Dilution of impact of traditional media
Lesser budgets, tighter timelines
Marcom needs to deliver more than awareness & image
Greater emphasis on return on investment (ROI)
Need for sharper cut-throughs and quicker conversions
Need for quick tangible wins
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The Challenge for Advertising
Advertising should no longer be a monologue,
but a powerful dialogue.
Getting people engaged and involved
is superior to getting people tolook at something from a distance.
In these modern, vibrant, challenging
and ever-changing times,advertising has to move beyond
just TV/radio commercials and print.
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The Challenge for Advertising
Brands today have to compete withentertainment, news and culture. The world is
harsher and faster - and advertising must adapt.
Advertising is now about creating an experienceand giving them something to talk about. It is anumbrella term for everything we do everywhere,with everyone -however it looks, feels or sounds.
Advertising is dead. Long live advertising.
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Tell me and I'll forget;
show me and I may remember;involve me and I'll understand.
Chinese Proverb
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The Birth ofExperiential Marketing
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The interaction with a brand
that consumers experience
at a live event is moreenjoyable, influential and productive
than that offered by
any other communication platform.
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Experiential Marketing
is a form or marketing or advertising
based on the principle of marketing
a product or brand through an experience
rather than the placement of advertisements.
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Experiential Marketing
is the art of creating an experience
where the hoped-for result is
an emotional connection
to a person, brand, product or idea.
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Experiential Marketing refers to
actual customer experiences
with the brand/product/service
that drive sales and
improve brand image & awareness.
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Experiential Marketing
is a unique engagement tool providing
not just a tangible consumer experience
but also the measurable impact
on those who participate.
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Experiential Marketing gives customers
an opportunity to engage and interact
with brands, products, and services
in sensory ways that provide the icing
on the cake of providing information.
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Direct personal experiences
help people connect to a brand
and make intelligent and informed
purchasing decisions.
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It's the difference between telling people
about features of a product or serviceand letting them experience
the benefits themselves.
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When done right,
it's possibly the most powerful toolto gain attention,
build brand associations or
win brand loyalty.
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82% of consumers say
participating in experiential marketingis "more engaging" than
other forms of marketing communication
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Old Wine in New Bottle?
While the name Experiential Marketing is relativelynew, the fundamental concepts behind it are old.
For decades activity such as field marketing, specialevents, product give-aways (free-sampling) and PR
stunts have engaged consumers emotionally.
However, in recent years the concept of creatingan experience for customers to help them form
an emotional connection with a brandhas become more specialized & strategic.
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Remember 4 Kinds of Media?
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(The POET Framework)
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The POET Framework
Four types of channels
for brand contactswith consumers
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The POET Framework
Purchased Media
Owned Media
Earned Media
Transitional Media
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Transitional Media
Contact Opportunities
created for the Short Termto promote a Brand
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Transitional Media
Events
Activations
Store promotions
Contests
Roaming Field Teams
Home/Office visits
On site sampling
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In Increasing Order
of Consumer Impact
Owned media
Purchased media
Earned media
Transitional media
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The Rise & Rise of
Experiential Marketing
3 Main Drivers:
Conventional media is losing its traditional ability toconnect with the public. Companies need new ways to
connect with their target market
Experiential Marketing is seen as the smart new way toconnect with customers. It can often give a marketer a
distinct edge over competition
Creating an emotional connection through anexperience works faster & better for most brands
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Where Experiential Marketing wins
The Interest & Involvement Factor
The Entertainment & Engagement Factor
The Demonstration & Detail Factor
The Interactivity & Influence Factor
The Inclusion & Impact Factor
The Dialogue & Discovery Factor
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Where Experiential Marketing wins
The Touch & Feel Factor
The Trust & Transparency Factor
The Context & Customisation Factor
The Relevance & Relationship Factor
The Co-creation & Control Factor
The Anticipation & Amplification Factor
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The Value of Feedback
The true value of experiential marketing is
its ability to provide two-way communication.
Rather than simply persuading the consumerthat your product is for them, you can obtain
powerful insight from that same conversation.
If consumers engage in two-way communication,they are more likely to say what they think of you.
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The Value of Credibility
Companies cannot help but
exaggerate what they offer in ads.
Experiential marketing provides a place where
people can directly sample a companys offerings,
so there can be no disconnect between
what a company says about its offerings
and what customers encounter.
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The Value of Trial & Advocacy
If an experiential proposition is designed well,
you can instantly differentiate those consumers who are
truly interested in your brand or product.
Let's call this the 'cream' rising to the top.
We know that trial equals conversion,
but trial in an environment that allows consumers to ask
questions, to receive guidance, experience the brand
or to overcome preconceived notionsis an opportunity to really create advocacy.
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The Value of Loyalty
A recent study by Jack Morton Worldwiderevealed that 96% of marketers agreed
that the most important benefit of marketing isto build long-term customer relationships.
A further 89% identified the ability to do so asExperiential Marketing's biggest asset.
Experiential Marketing has the powerto create Brand Advocates from Day One.
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Opportunities for
Experiential Marketing
Brand Experience Events
Branded Ground Activations
Branded Spaces
Roaming Brands
Surround & Engage
Flash Mobs
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Branded Spaces
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Niketown
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Niketown
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Virgin Megastore
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Legoland
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Disneyland
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Brand Events & Activations
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Brand Event & Activation
Bringing a brand to life through creating a
Interactive Brand Experience
Creating a live experience for the consumer
with the brand that
Is interactive Consumer can Touch/Feel/Sample the Brand
Uses any appropriate context or platform
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Benefits of Activation Better Targeting
More Contextual Communication
Interaction with the customer
Making Brands come alive
Create Buzz Generate WOM
Amplification through PR & Social MediaPipalMajik
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Activation
Idea
ExperienceConnect
PR
Consumer
WOM
Post
Experience
Connect
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Buzz through Activation
River Tennis
Intel MYG
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SUNFEAST OPEN 07
Kolkata17th September, 2007
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Sunfeast sponsors Tennis Tournament in Kolkata
Need to create buzz around the tournament
One-of-its-kind activity Unique to the sport & the city
Create excitement
Magnify through PR
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Searching foran Activation Idea
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A Tennis Match
on the Hooghly River!
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How do you get
a tennis court on a river?!
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Creating a tennis court on a river
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A wannabe tennis court?
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The Final Activation
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The view from the river bank
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Another view of the floating court
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Arial View
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Strong Branding
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Strong Branding
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A Memorable Backdrop!
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Media is on its way!
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Branding the Media Boat
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More Media Arrives
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Waiting for the players
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Are the players coming?
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Charu Sharma is here
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Checking the Court
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Sania Mirza comes on board
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Pre-match interview
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Let the match begin!
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Exhibition match in progress
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Mahesh & Sania in action
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Is it the wind?!
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Medias courtside view!
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Post-match media conference
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The Media Coverage
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ANANDA BAZARPATRIKA
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THE TELEGRAPH
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THE TELEGRAPH
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THE STATESMAN
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THE TIMES OF INDIA
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THE TIMES OF INDIA
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THE INDIAN EXPRESS
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ASIAN AGE
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ASIAN AGE
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B S SS S A DARD
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BUSINESS STANDARD
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AAJKAAL
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Intel
Multiply Your Grooves
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Intel launches Core2Duo
Most powerful chip for consumers as of date
How do you show the power to the user ?
How do you integrate with the overall campaign?
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How do we get Customers to get
the Multiply Concept?
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Searching for
an Activation Idea
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The Idea
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The Idea
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The Stage
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The Stage
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Th St
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The Stage
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Th MC I t t
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The MC Interacts
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The Performance
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The Performance
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Another Performance
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Another Performance
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The Audience
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The Audience
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The Audience
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The Audience
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Outcomes
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Outcomes
No of Videos uploaded 1,62,009
No of views 18,55,719
Purchases on the spot 1789
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TG-focused Activation for
Market Creation
J&J FOGSI
TVS WOW
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J&J FOGSI
School Contact Program
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Searching for
an Activation Idea
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TVS Scooty
WOW (Women On wheels)Program
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Searching for
an Activation Idea
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PipalMajik
Collaterals
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Collaterals
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POS Branding
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g
WOW Desk Backdrop Posters
Road Signage Displays
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PipalMajik
Scale And Details
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Reaching out to young women across 100 towns of India
Contacting Schools, Colleges, Training Institutes & BPOs
At each location teams ensure: A presentation on Road safety
Enrol girls into the 1 week training program
Conduct Hands on Training
Ensure Licenses are issued
Along with a license discount is given for purchase of Scooty
Scale And Details
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Indicative Rollout Reach
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Ajmer
Bikaner
Bhilwara
KotaLudhiana
Amritsar
Jammu
Lucknow
BareillyAgra
Hardwar
Pathankot
Sangli
Itarsi
Khargone
GwaliorSagar
Guna
Ratlam
Durg
JagdalpurRajnandgaon
Bilaspur
Ambikapur
Durgapur
Titagarh
Asansol
RanchiPatna
Bokaro
Baripada
Midnapur
SiliguriGaya
Hazaribagh
Guwahati
NORTHWESTEAST
Indicative Rollout Reach
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PipalMajik
Growing trends in Activation
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Growing trends in Activation
UGC
Broadcasting Vs Narrowcasting
Who owns the Brand?
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The Evolution of
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Experiential Marketing
Experiential Marketing is evolving
from the tactical to the strategic,
from standalone to integrated,
based on moments of truth
through engaging live consumer interactions.
PipalMajik
The Challenges for
E i ti l M k ti
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Experiential Marketing
Scalability Cost-per-contact
Logistics Management
Clearances, Regulatory Issues Execution Capability
Measurability
Roll-out Timeframes
Control over each interaction
Risks of any untoward incident/fallout
Integration with other Marcom elements
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Thank You
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