The taste of pudding is in eating‐ they say. And experiential marketing works the same way. By definition, it’s about attaching unique experiences with the product benefits so as to attract and retain the consumers. Under experiential marketing approach, companies encourage their consumers to try and use the product or service in the real usage environment. P&G used this approach when they went all out promoting ‘Tide’. Their salesmen demonstrated Tide powder by actually washing the clothes using Tide in some of the households. This instilled confidence amongst the housewives as they could see the effectiveness of the detergent themselves. For the fence‐sitters, it was a quick check to verify whether Tide actually delivered what it promised.
HUL, the arch rivals of P&G, followed the same approach when they went ahead with their “RIN
Challenge” in March this year.
Experiential marketing makes a consumer ready before he thinks of actually buying and using the product. More the marketing is done in experiential way, more it alleviates the chances of post-purchase dissonance. If the unique experiences can be created while the customers evaluate (look at/touch/ feel) the product, it gives them a much stronger reason to eventually buy the product. Since the consumers have experienced it themselves, they have no reason to ponder over their decision later. Consumers are often trapped in the dilemma of doubting whether the product will work exactly the same as it is shown in advertisements. And there comes experiential marketing to help the marketers and, to assure the consumers.
Especially for hedonic purchase decisions where customers get pleasure from the very act of buying, using the experiences (along with the product) pampers the fantasies of consumers. Also, the right experiences aid to their self‐expression and emotions. Going forward, it might function as a tool to impress customers.
This is getting even more relevant as more no. of companies are trying to grab share of the same valet. On the marketer’s side, it helps to tell consumers about how the process of usage will fulfill their needs. In today’s world, products can’t be easily differentiated ‐ but experiences can be!
If implemented correctly, this idea will certainly help consumer products and durables companies in a big way, e.g. in the Home cleaning category, if the consumers are convinced that the cleaner wipes out the germs and makes their toilet clean, they will be ready to buy the product. Moreover, if the experience has been assuring and rewarding, it gives an opportunity to command a premium for it.
And some of the companies have started the move in the right direction, e.g. Mahindra & Mahindra realized it early when they launched Scorpio in 2002. They offered test‐drive to the customers and asked them about their experiences. These insights helped them fill the gaps in product features and make it even better. Skoda has recently done the same by offering test‐drive to its customers in select malls/show‐rooms in Mumbai.
Courtesy:
Mithilesh Kumar
SCMHRD 2009-11
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