Tuesday 25 December 2018

Experiential marketing: Characteristics | Benefits of Experientialmarketing

There are 4 levels in marketing science (economic value) i.e. the commodities, goods, service and experience that each level has a meaning and influence of each with regard to consumer satisfaction.


Experiential marketingThe commodity is the materials taken directly from nature such as flora, fauna, water, air, soil and minerals. Commodities generally further processed so obtained a certain characteristics and more usable and has value if further processing is done.


A Goods was a commodity as raw material or semi-finished goods and is ready for sale. The price of the goods itself is determined based on the cost of production.


The Service is more familiar with the services that are used to fulfill the desires of the consumer. Consumers generally assess the benefits of service is higher than that of consumers’ expectation or expected (satisfaction).


The Experience is an event that occurs when a business entity has deliberately used the services as infrastructure and goods into a buffer to be able to attract consumer interest in liver or individually and emotions. Business entities attempting to tie the experience surrounding the goods as well as services that exist to be able to attract more consumers. Consumers generally rate the experience based on the recollection of the events that draw upon the heart.

The movement of the economic value of the four existing levels ranging from commodities, goods, service and experience will be improved in value because consumers found that in each of these tiers is more relevant to what It wants.

Every business entity has different experience levels so that they are easier to differentiate what they have to offer. Approaches that can be use by a business entity to be able to drive economic value towards the experiential level i.e. by adding elements that can heighten the interactions that are associate directly with the senses through sight, sound, touch, taste and smell of the consumer.

Stages in the movement of economic value is the processing of goods or raw materials (extract commodities), the stage of making goods or products (make-goods), the stage of providing services (deliver services) and stage experience (stage experience giving meaning) which has the experience that is memorable (always remember and be remember in mind).

Understanding of Experiential Marketing

Experiential Marketing comes from two words namely and Experiential Marketing.

While the Experiential itself comes from the word which means the experience is an experience. The definition of experience: "Experiences are private events that occur in response to some stimulation (e.g., the U.S. provide by marketing efforts before and after purchase)" which means the experience is private events that occur due to the presence of a particular stimulus (for example given by marketers before and after the purchase of goods or Services).

"Experience are event that engage individuals in a personal way". Which means the experience is an event that happen and binding on each individual personally.

"Marketing is the anticipation, management and satisfaction of demand through the exchange process", it means that marketing is an activity to do the anticipation, the management and the achievement of customer satisfaction through a process of Exchange.

"Marketing is typically seen as the task of crediting, promoting and delivering goods and services to consumers and businesses", does that mean marketing is a activity as a task for leisure or create, promotion and bridging between the goods and services to consumers and businesses. It could be said that the notion of Experiential Marketing is an activity to do the anticipation. The management and the achievement of customer satisfaction through a process of Exchange. Which is the personal events that occur in response or some stimulus.

Characteristics of Experiential Marketing

The Experiential Marketing into four key characteristics include:

Focus on consumer experience

an experience occurs as meetings, live or pass through certain situations which give sensory values, emotional, cognitive, behavioral and relational replace functional values. The existence of such experiences can connect businesses along with its products with consumer lifestyle. That encourages the occurrence of personal and purchase within the scope of its business.

Testing the consumer situation

Base on existing experience of consumers not only want a product view from the overall situation. At the time consuming these products but also of the experience obtain at the time of consuming the product.

Recognizing aspects of rational and emotional as a trigger of consumption

In Experiential Marketing, consumers not only seen from the rational alone but also from the side of the emotional. Do not treat consumers as simply a rational decision maker but more consumers want to be entertained, stimulated and influenced emotionally and creatively challenged.

Methods and devices

methods and devices for measuring a person's experiences are more. The intent is more dependent on the object to be measure or more refers to any situation. That occurs rather than using a standard of the same. On Experiential Marketing brands, not just as a business entity identifier alone. But rather as a giver of positive experience on consumers. So that it can give rise to consumer loyalty towards the brand and business entities.

The benefits of Experiential Marketing

is the main Focus of an Experiential Marketing being on responses to senses, influence, actions and relationships? Therefore, a business entity must be able to create experiential brands associated with the real life of the consumer. And Experiential Marketing can be use effectively when apply to some specific situations. There are some benefits that can be receive and perceive a business entity according to the view, when implementing Experiential Marketing include:

(a) to turn a declining brand,

(b) to be differentiate a product from competition,

(c) to create an image and identity for a corporation,

(d) to promote innovation,

(e) to induce trial, purchase and the most important, loyal consumption.

Which more or less means (a) to resurrect the brand that is being degenerate. (b) to distinguish one product with a competitor's product. (c) to create the image and identity of a company. (d) to promote innovation. (e) to persuade a trial, purchase and loyalty of consumers.

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