‘A brand relevant two-way communication
between consumers and brands delivered face-to-face
or remotely.’ - Exp Marketing
The 101 guide for Experiential marketing.
7. AIDA Model
The AIDA funnel tells us how a consumer engages with an ad.!
Advertising works best here!
PR would be a favourite for this!
Sales Promos & face-to-face selling works best!
Immersive retail experiences fit in here!
Awareness
Interest
Desire
ACTION
10. Awareness
Word of mouth reach!
Every person who interacts with a
brand experience! Is likely to tell 17 people about it …!
X! X!
… who in turn tell 2 people about it!!
11. Awareness
Use this to calculate the total reach of an experiential marketing campaign!
People who interacted with the
brand experience!
The people who’ll hear about it from
Y. We’ll call these guys Z!
X! X!
The people who’ll hear about it from
Z!
*Research by Jack Morton Worldwide!
Y! 17! 2!
12. Interest
Isn’t an immersive brand experience the most effective way to capture the
viewer’s senses and create interest?!
See! Feel! Interact! Hear! Smell!
Outdoor! Yes! No! No! No! No!
Print! Yes! No! No! No! No!
TV! Yes! No! No! Yes! No!
Radio! No! No! No! Yes! No!
Digital! Yes! No! Yes! Yes! No!
Experiential
Marketing!
Yes! Yes! Yes! Yes! Yes!
13. Desire
Using Experiential Marketing’s ability to create on-ground environments,
we can create a sense in the consumer that using a product/service will
bring them the lifestyle they desire. !
14. Action
Stats prove that Experiential Marketing integrated with Sales Promotion campaigns are more
likely to drive purchase decisions than any other channel*. !
*Research by Jack Morton Worldwide!
16. S T R A T E G I E S
Services! Televise
d! Gamification!
Entertainment!Theatre!
Research (Ql/Qt)!
Adverts! Infotech!
Education!
Set!
By identifying the most relevant of these experiential elements, we can come up with the ideal
experiential strategy!
17. Service
Literally providing a service that adds value to your brand experience!
Providing free wi-fi at music/
art festivals.
19. Conducting unobtrusive (qualitative & quantitative) research during your brand experience!
Research
Quick questions prior to a health check up organized by
a healthcare insurance firm
20. Bringing your television commercial to life!
Adverts
The Blackberry boys come alive to make the jingle memorable
21. Expanding the reach of your live brand experience by broadcasting on TV, Radio or
Digital!
Televised
A televised treasure hunt for a tours and
travel company
22. Using music, fashion or culture based activities to add value to your brand experience!
Entertainment
A music show organized by a leading audio equipment company
23. Leveraging games and competitions to engage consumers in brand experiences!
Gamification
A chess competition at airports to show the fun
side of a business phone
24. Identifying & customizing technology to better brand experiences!
Interactive Technology
Coke India reduced distances by installing the Friendship
Machine in India & Pakistan
25. Educate the user conveying rational product benefit. !
Education
A live comparison of 4G speed vs. speed at which a message travels to your brain
26. An environment designed and built for the brand experience!
Set
A look-a-like of the Kodak studio stage is built to
promote the Oscars
27. Two or more of these elements come together to form the most
relevant experiential strategy which is unique to every brand
28. Lifebouy aimed to educate their users about their product at an experience they could never forget. The result? Word of
Mouth!!
Service + Educate
Watch Here!
Lifebouy se haath dhoya kya?
29. WestJet Airlines asked their consumers what they wanted for Christmas while they were waiting at the airport. As a
surprise, they actually delivered their gifts when they arrived at their destinations, !
Service + IT + Theatre
Watch Here!
WestJet Christmas Miracle*