Experiential marketing is a business used by marketers or companies used to package products so that they can offer emotional experiences to touch the hearts and feelings of consumers. With experiential marketing, customers will be able to differentiate between products and services from one another because they can get and experience firsthand.
So it can be said that the understanding of Experiential Marketing is an activity to manage, anticipate, and achieve consumer satisfaction through the exchange process which is a personal event that occurs in response or some stimulus.
Characteristics of Experiential Marketing
In order to get to know what Experiential Marketing is, Schmitt (1999, p.12) divides into four key characteristics including:
Focus on Consumer Experience
An experience occurs as a meeting, passing or undergoing certain situations that provide emotional, cognitive, behavioral, and relational that replace functional values.
Test the Consumer Situation
Based on existing experience consumers not only want a product that is seen from the overall situation when consuming the product but also from the experience gained when consuming the product.
Recognizing Rational and Emotional Aspects as a Trigger of Consumption
In knowing what Experiential Marketing is, consumers are not only seen from the rational side but also from the emotional side. Don’t treat consumers as rational decision-makers but consumers prefer to be entertained, and stimulated and influenced emotionally and challenged creatively.
Electrical Methods and Devices
Methods and devices for measuring a person’s experience are more electrical. It means that it depends more on the object being measured or refers more to each situation that occurs rather than using the same standard.
In Experiential Marketing, a brand is not only a business entity identifier but more as a provider of positive experience to consumers so that it can cause loyalty to consumers of the business entity and brand.
Think marketing appeals to intelligence with the aim of cognitive creation, problem-solving, experiences that engage consumers creatively. The mindset or think is interesting to involve consumers thinking spread and centered through surprises “intrigue”, intrigue “, provocation” provocation “. Think marketing is not only for high-tech products but can also be used for product design and communication with other industries.
Act marketing aims to influence lifestyle, body experience, and interaction. Behavior or act marketing enriches the lives of consumers by increasing their physical experience, showing consumers other ways of doing activities for example, in business to business and industrial markets, alternative lifestyles and interactions.
Lifestyle changes are often more inspiring, motivating, and spontaneous in nature and are carried by role models. An example is, a famous movie star or athlete, advertisements on act marketing show the results of behavior or lifestyle.
Benefits of Experiential Marketing
The main essence of getting to know what Experiential Marketing is is the response to the five senses, influence, action, and relationships. Therefore, a business entity must be able to create experiential brands that are connected to the real-life of consumers. And Experiential Marketing can be used effectively if applied to certain situations.
Some of the benefits that can be felt and received by business entities in the view of Schmitt (1999, p.34), when implementing and knowing what Experiential Marketing is:
- Revive a declining brand.
- To distinguish one product from competing products.
- To create the image and identity of a company.
- Promote innovation.
- To persuade trials, purchases, and consumer loyalty.