the what,why and how of experiential marketing

Experiential Marketing JRNY explains WHAT, WHY & HOW

WHAT IS EXPERIENTIAL MARKETING?

An Einstein quote & the actual marketing definition.

– Albert Einstein!

“Experience is the only form of knowledge.”

‘A brand relevant two-way communication between consumers and brands delivered face-to-

face or remotely.’

– Definition!

WHY EXPERIENTIAL MARKETING? JRNY uses the AIDA Model to explain.

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  

But where does Experiential Marketing fit in?

AIDA Model

Yep. Everywhere!!

Experiential Marketing!

Experiential Marketing!

Experiential Marketing!

Experiential Marketing!

Awareness  

Interest  

Desire  

ACTION  

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!!

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!

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!

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. !

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!

HOW EXPERIENTIAL MARKETING?

JRNY explains what makes a great live experience

S T R A T E G I E S

Services! Televised! 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!

Service

Literally providing a service that adds value to your brand experience!

Providing  free  wi-­fi  at  music/art  festivals.  

Theatre

!Using performing arts to create a “brand theatre” for your experience!

People  enacting  the  Vodafone  ZooZoos    

Conducting unobtrusive (qualitative & quantitative) research during your brand experience!

Research

Quick  questions  prior  to  a  health  check  up  organized  by  a  healthcare  insurance  firm  

Bringing your television commercial to life!

Adverts

The  Blackberry  boys  come  alive  to  make  the  jingle  memorable  

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    

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  

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  

Identifying & customizing technology to better brand experiences!

Interactive Technology

Coke  India  reduced  distances  by  installing  the  Friendship  

Machine  in  India  &  Pakistan  

Educate the user conveying rational product benefit. !

Education

A  live  comparison  of  4G  speed  vs.  speed  at  which  a  message  travels  to  your  brain  

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  

Two or more of these elements come together to form the most relevant experiential strategy which is unique to every brand

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?  

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*  

And lastly,

Public Relations

LIVE BRAND EXPERIENCE!

Other marketing communication channels help amplify the live brand experience

Live!Broadcast

Advertising

Digital

OUR SERVICES

SERVICES!

STRATEGY! DESIGN! PRODUCTION! ANALYSIS!

Situational Analysis!Background Research!

Target Audience Analysis!

Experiential Strategy!

Concept & Ideation!Concept Illustration!

Action Plan !

Interaction Timeline!

Budgets!Schedules!Logistics!

Risk Analysis!!

Mechanism for measurement!Real-time reporting!

KPIs!

Campaign Evaluation!

Abhinandan Sridhar

+91 916 735 6210

abhi@jrny.co.in

Siddharth Sharma

+91 9167 095 245

siddharth@jrny.co.in

Abhigyan Arora

+91 787 568 5638

arora@jrny.co.in