UNIVERSITI TEKNOLOGI MARA FACULTY OF BUSINESS MANAGEMENT BBA

UNIVERSITI TEKNOLOGI MARA
FACULTY OF BUSINESS MANAGEMENT
BBA (hons) Marketing
Course :Seminar in Issues in Marketing
MKT658
OPINION/CRITIQUE PAPER
“Gaining Competitive Advantage through Experiential Marketing?”
Prepared by:
Sheera Lyana Mohd Sham Sha
2017683148
Due Date : 26th October 2018
INTRODUCTION
In reality as we know it where customers’ attention is not easy to be capture, it’s anything but difficult to perceive any reason why brands are loving for experiential marketing. Having experiential marketing can enable an organization to catch their consumers’ attention and it is easier for them to convey the messages without interference. However, the procedure or strategy does not have a standard definition which can be befuddling when one are new to it.

According to Alyssa Torres, experiential marketing are used once in a while interchangeably with live advertising or during an event marketing. Even marketing is a strategy where it draws in consumers using branded and marked experience. These experience could incorporate an event, parts of the event or a pop up which are not tied to any event. While there is no specific approach in experiential marketing, at its centre it’s tied in with submerging consumers in vital live experience. Indeed, experiential and events go as an inseparable unit, so it is probable a similar approach as an organization use to create the event experience.
It is unbelievably hard to trust that it’s been two decades since experiential marketing burst on the scene and rapidly progressed towards becoming the popular expressions in marking and marketing around the world. According to Mercedita Roxas-Murray, for a long time, along with others have succeeded at applying and implementing experiential marketing systems without sharing any typical or acknowledged understanding of what it is. She believed that it is a chance as a whole to attempt in getting on the same page.
According to Kristina Monlloss, enter experiential. In a perfect world, here’s how an experiential marketing effort would play out for consumers: You’d encounter a brand experience, find it so awesome that you’d post about it on your social channels (where more people would hear about it), give the brand your contact information (so that they could send you emails and offers and put you in touch with a local retailer), and become more likely to purchase something from said brand.

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DISCUSSION
Experts stress that one of the most important things to keep in mind for retailers who are just starting out with experiential marketing is to start small. “Don’t think you need to blow out the budget,” says Ryan Dee, Senior Account Executive for Interactions. “It’s best to start smaller and see what will work for you and your customers first.”
In order to build customer loyalty, an organization should know their consumers and have a though what they want their experiential marketing program to accomplish. Having a clear vision for the result is a basic for the operation to succeed. To recognize ideas and build themes it depends on an inside out customers and networks research to make ideas that are one of a kind to each program. Brand ambassadors can likewise give basic direction as they can figure out what will resonate with those consumers who live in the community where an organization are able to host an event.
Besides that, every individuals frequently love to feel and comfortable to know and have the latest trend, this particularly applies to influence leaders. In addition to the fact that it is fun finding new things, it gives us something fresh and intriguing to discuss it with companions. Brand that help consumers find an see new trends will always welcomed. For instance, Dulux’s supported a color run event which we oversaw for the brand in 2013 ; 2014 which is profited by summer health kick trends and the very current thirst for status maker.

Sense, feel, act, think, relate. These are the touch of customers senses that an organization can achieve in experiential marketing. Richard Edwards recently came out with the idea of experiential marketing being more to a holistic approach to modern marketing. Proposing marketers should now ask the accompanying inquiries during the process of new campaign that are as mentioned, sense, feel, act, think and relate. Sensing is when, how consumers physically sensed an organization’s product. Feeling is when it is what does it feel like for consumers when using an organization’s product or services. Acting is how obvious can a consumer highly motivated and empowering and what are the products that helped to facilitate. Thinking is how obvious is an organization’s product benefit a consumer through the given demonstrations. Relate is how does an organization’s product or services linked to others.
MARKETING IMPLICATION
REFERENCESMercedita Roxas-Murray (2015,October 26). “The True Meaning Of Experiential Marketing”
Retrieved from https://www.cmo.com/opinion/articles/2015/10/8/its-time-to-define-experiential-marketing.html#gs.06vD34gKristina Monllos (2017, October 01). ” Brand Are Doing More Experiential Marketing. Here’s How They’re Measuring Whether It’s Working”
Retrieved from https://www.adweek.com/brand-marketing/experiential-can-create-more-meaningful-relationships-with-consumers/Jill Pinner (2014, November 26). “The benefits of experiential marketing.”
Retrieved from https://www.mycustomer.com/marketing/strategy/feel-sense-think-act-relate-the-benefits-of-experiential-marketing