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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.