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Experiential Marketing - Essay Example

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Experiential Marketing

Based on the two definitions and in relation to the concept of marketing it is correct to state that experience is an opportunity that enables the audience to get firsthand knowledge on the facts associated with a certain event, product, and or service.The integration of experience to marketing practice led to the emergence of experiential marketing, which is described by Addis and Holbrook as “a form of advertising that focuses on helping consumers experience a brand.” Experiential marketing is different from the traditional forms of advertising since it engages all the critical senses of a targeted consumer with a particular product or service, thereby giving the targeted consumer a firsthand ‘feel’ of the product or service.This present essay seeks to critically review the nature, role, and development of experiential marketing, evaluate its drawbacks, and discuss its potential contribution to theory and practice. Relationship between stimulus and reaction is a process that led to the notion of experience within the field of marketing, which acknowledges the marketing knowledge that consumers or the target audience already have. It is because of the marketing knowledge that consumers have, that it became necessary for marketers to engage their consumers in a manner that is memorable unlike the traditional forms of marketing. Grundey stated that through this memorable experiences, marketers are able to engage the audience from various fronts that include spirituality, socially, mentally, physically, and emotionally. Through this engagement Grundey (2009 p137) stated that marketers are able to create sensual perception among the target audience, which guarantees them reliability on their observations and/or the facts that they have read. Therefore, it can be argued that because of the marketing knowledge that consumers currently have, it has been impossible to build a trustworthy relationship with them because of their rational behavior and skepticism on adverts that are purely one-side i.e. mainly communicate about the benefits or advantages of a particular product and/ or service (Katona (1953, p 307-318). By providing an experience in order to communicate to the target audience about the benefits/ advantages of a particular product and/ or services, marketers enable the audience to have an independent view that is devoid of any forceful persuasion (Lee and Overby, 2004, 54-67). This result in the audiences building trust on the business organization and its associated products and/ or services, as it was not in a hurry to influence their purchasing decision but rather it focused more on providing a memorable experience to the audience that can be used to make a rational purchasing decision. Affirming the previously mentioned argument, Shmitt (1999, p 23-54) developed a framework that contained key elements of experiential marketing. One of the elements is sense of which Shmitt (1999 p 58) stated that sense, which is offered through experience is important in differentiating a product/ service and consumers will develop a sense of value on the aforementioned product or service. The second element is ‘feel’ of which Shmitt (1999, p 34) stated that a clear and positive feeling on a particular service or product is capable of influencing its consumption. The third element is ‘think’ and Shmitt (1999, p 41) on this element stated that experiential marketing, accord the target audience an opportunity to conduct a critical and logical thinking on a company and its associated products/ services. The fourth element is ‘ ...Show more

Summary

Experiential Marketing Introduction In the writings by Maklan and Klaus, they described experience as “the practical contact with and observation of facts or events,” while Kotler in his writings described experience as “an event or occurring that leaves an impression on the audience.” Based on the two definitions and in relation to the concept of marketing it is correct to state that experience is an opportunity that enables the audience to get firsthand knowledge on the facts associated with a certain event, product, and or service…
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