How experiential marketing can be used to build brands

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1、InnovativeMarketing,Volume4,Issue2,2008RajeshKumarSrivastava(India)Howexperientialmarketingcanbeusedtobuildbrands–acasestudyoftwospecialtystoresAbstractStudywasconductedbasicallyonhowexperientialmarketing(EM)canbeusefulinbuildingabrand.ThestudyalsocoveredtheimpactofEMonrepeatvisitbycustomer

2、s;itsacceptancebasedongender&thereasonsforrepeatvisitswhencomparedtostoresnotusingEM.ResearchwascarriedoutatfourspecialtystoresdealinginmusicandbooksinMumbai,afinancialcapitalofIndia.Ofthese,twowereusingEM.Questionnaireusingonetooneinterviewtechniquewasused.Of850interviewed,400(EM)and313(NE

3、M)wereselectedforstudyontwosetsspecialtystores,onesethadexperientialmarketinginprac-tice&othertwowerenotusingEM(NEM).Experientialmarketingimpactwasstudiedonparameterslikefeelgood,friendlypeopleandambience.Thestudyconfirmsthehypothesisthatexperientialmarketingcanbeusedtobuildbrandbetter.Word

4、ofmouthisequallyimportantforEMandNEMstores.PRroleismoreimportantforEMthanNEMstores.EMstoreshave31%repeatcustomerscomparedto1%withNEMstores.ThisissignificantcomparativestudyonEMandNEMusage.CustomersarespendingmoretimeatthesestoresduetoEMapproach.Ambienceofbothstoresplayedim-portantrole.Femal

5、esvisitedlesscomparedtomalebutrepeatvisitoffemaleswasonthehighersideastheyweremoreinfluencedbyEM.Keywords:experientialmarketing,brandbuilding,customerexperience.Introduction1becomingpartoftheeverydaylifeexperiencesoftheshopper.TheexperientialapproachseekstoBerndH.Schmitt(1999,2003)hascoined

6、thenewidentifybehaviors(orattitudesorvaluesets)heldinterminsteadoftraditionalmarketingcalledExperi-commonacrossanaudiencewhosedemographicentialMarketingandprovidedastrategicframeworkcharacteristics–thetraditionalbasisofsegmenta-forExperientialMarketing.Traditionalmarketingtion–mightbequited

7、iverse(Gautier,2003).Expe-viewsconsumersasrationaldecisionmakerswhorientialmarketingisaboutfindinginsightsaboutcareaboutfunctionalfeaturesandbenefits.Incon-people’spassionsandtheconnectionswhicharetrast,experientialmarketersviewconsumersasra-created–natu