2-dr getee.ppt

8/14/2019 2-Dr Getee.ppt

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A MOVEFROMMASSMEDIATOEXPERIENTIAL

MARKETING

The huge growth in the field of experiential marketing

appears to be the result of the effect of the numerous

success stories cited in the media.

According to SRI, experiential marketing drove faster

results , with consumers suggesting it led to quick

positive purchase decisions.

Amongst certain groups, younger consumers and females,

the results were even more encouraging (Allen, 2005).

Experiential marketing made consumers more

receptive of associated advertising, an important factorin an era of integrated marketing communication.


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Similar results were found by IMI International.

>55 % consumers ,The biggest influence on tendency toconsume was the ability interact with a product before

purchase/ to sample.

In the UK, research undertaken by ID Live Brand

Experience stated that 85 % of consumers, valued the opportunity to experience;

touch, smell, taste or hear, products.

58 %confirmed that experiential marketing had

encouraged them to make a purchase were notpreviously planning to make.


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US Bureau of Labor statistics showing that

Consumer price indices, employment growth and growthin GDP have all increased at a faster rate for experiential

offerings, than for commodities, goods or services.

To summarize, the reason behind the continuing growth

in demand for experiential marketing, is that it appears

to work for both firms and customers.

As Witthaus (2004, p. 10) states:

Experiential marketing achieves measurable results by

offering innovative ways of communicating withcustomers in their own environment, leading to a better

ROI. And it offers a memorable, engaging and exhilarating

way of reaching customers.


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There is a widespread belief that old models of advertising

are no longer as effective as they were and alternatives

have to be sought.

As Pine and Gilmore (2004, p. 36) argue: there are threedifferent reactions to the decreasing efficiency of advertising in

reaching consumers.

- Some have denied its happening,

- some have thrown money at the situation,and

- others have tried to create a new direction,

As Frank Garahan, Rancho Las Palmas Resort General Manager, states

hospitality marketing is experiential, how do you explain the sensory

excitement of being here? you cant get the ambiance from an advert(Frasher, 2003, p. 3).

T&H product is always experiential that puts the sector marketers in a

unique position to apply the principles of experiential marketing to their

activities.


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THEFOURDIMENSIONSOFTHETOURISMAND

HOSPITALITYEXPERIENCE

Customerparticipation (ranging

from active to

passive)

Connection(ranging

from absorption to

immersion).


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Entertainment experiences:

Such as going to a show, usually involve customers

participating in a passive manner where their connection

with the activity is likely to involve absorption rather thanimmersion.

For T&H marketers, the key to this Realm may be to apply it more holistically, i.e.

to incorporate entertainment into areas outside of the immediate experience.

Educational Realm: Involve those where participants are more actively involved,

but are still of an absorption nature, rather than immersion.

Ex. ski instruction, where participants acquire new skills or increase those they

already have; such as education programmes, informal lectures, guides orbackground information


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Escapistactivities

Those which involve both active participation and

immersionin the activities environment

Ex. water-sports or golfing, Participation in holiday sporting activities

Esthetic Realm,

Involves a more intense experience than theentertainment experience.

Tourists immersing themselves in the experience, but with

little active participation in the experience.

Ex. looking over the gorges/natural attractions, and simply admiringthe view


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Generally

- The Entertainment Realm involves sensing,

- The Educational Realm learning,

- The Escapist Realm doing, and

- The Esthetic Realm being there (Petkus, 2002)

As the four Realms are not intended to be mutuallyexclusive, however, the richest experiences for consumers

encompass aspects of all four Realms, producing a sweet

spot where the Realms meet.

Pine and Gilmore themselves extensively quote the

example of Walt Disney World, as being one of the richest

experiences available to consumers, due to the emphasis

on employees, attention to the environment and

attention to the backstage areas.


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STRATEGIESFOREXPERIENTIALLYMARKETING

TOURISMANDHOSPITALITY

Pine and Gilmore originally suggested that there werefive design principles in staging experiences, to which a

sixth was later added.

Strategic Step Developing a consistent themefor the experience

Harmonizing impressions with positive cues

Eliminating negative cues

The formation of impressions

Mix in memorabilia

Soliciting feedback


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1. Developing a cohesive/consistent theme for the

experience:involving establishing a cohesive set of images and

meanings for the experience. Ex. F&B Is supportive product. Hard Rock Cafe, have a well-defined theme which is achieved through

consistency in operations, marketing communications, materials and

employees.

2. Harmonizing impressions with positive cues: the creation ofmemorable sensory stimuli;

cues must be consistent with the theme and designed to fully

support it.

3. Eliminating negative cues: the need for marketers to remove

anything that diminishes, contradicts or distracts from the unity of thetheme.

An entire experience can be spoiled by a single inconsistent message. Ex.

Disney


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4.The formation of impressions : using the dimensions time,space, technology, authenticity, sophistication and scale. (Schmitt and

Simonson,1997) The time dimension refers to the various orientations of past, present

and future, with different markets with offerings.

The space dimension can be geographical space, such as tourism

regions, or physical space, such as indoor versus outdoor.

The technology dimension refers to natural Vs man-made Vs machine

made opportunities exist for T&H marketers to develop offerings.

The authenticity dimension refers to original versus imitative

representations.

The scale refers to the size and scope of the offering, like physical space,the number of hotel rooms,

T&H marketers need to make balances between and within these

dimensions if they are to develop appropriate experiential marketing

strategies


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5.Mix in memorabilia: consumers have always bought or

appropriated certain mementoes of their vacations and

visits.

Engaging all five senses is important because the moresensory an experience, the more memorable it will be.

Most tourism and hospitality offerings have a range of

sensory elements, sounds, sights, smells, touch and

taste.6.Soliciting feedback: is the final strategic step and is

critical if experiential marketing is to be effective.

Many T&H businesses seek feedback through such

mechanisms as guest questionnaires, experientialmarketing requires more innovative and creative

solutions.

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