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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! 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!
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
The What,Why and How of Experiential Marketing

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The What,Why and How of Experiential Marketing

  • 1.
  • 3. WHAT IS EXPERIENTIAL MARKETING? An Einstein quote & the actual marketing definition.
  • 4. – Albert Einstein! “Experience is the only form of knowledge.”
  • 5. ‘A brand relevant two-way communication between consumers and brands delivered face-to- face or remotely.’ – Definition!
  • 6. WHY EXPERIENTIAL MARKETING? JRNY uses the AIDA Model to explain.
  • 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  
  • 8. But where does Experiential Marketing fit in?
  • 9. AIDA Model Yep. Everywhere!! Experiential Marketing! Experiential Marketing! Experiential Marketing! Experiential Marketing! 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!
  • 15. HOW EXPERIENTIAL MARKETING? JRNY explains what makes a great live experience
  • 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.  
  • 18. Theatre !Using performing arts to create a “brand theatre” for your experience! People  enacting  the  Vodafone  ZooZoos    
  • 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*  
  • 31. Public Relations LIVE BRAND EXPERIENCE! Other marketing communication channels help amplify the live brand experience Live! Broadcast Advertising Digital
  • 33. 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!
  • 34. 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