Experiential marketing, a new mantra

This is normally done by allowing consumers to experience the product at their convenience and different companies are taking different routes to experiential marketing. The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels.

Perhaps, no one knows this better than Intel Technology India, Indian arm of global computer processor giant Intel Inc, whose microprocessors run 80 per cent of personal computers in the world. Through its ‘First Time Buyer’ outreach programme it has a mega plan to reach out to consumers who have never used a PC in their life. Begun as a pilot project in Delhi last year, it has now spread to 7 cities in the north and one in the East.

Intel Technology India Managing Director (Sales & Marketing Group) R Sivakumar said that under the outreach programme Intel has covered 2,85,000 apartments in 800 Residents’ Welfare Association (RWA) in 8 cities. A RWA assembles its members (basically residents in a housing society) in a community hall where people from Intel demonstrate using a PC and all that one can do with it. “We show them how easy it is download and store pictures from digital cameras or mobile phones. We also show how easy it is to use Skype to make video calls using a PC,” he said.

Bangalore-based real estate developer Puravankara Projects Limited has resorted to experimental marketing for its largest 2&3 BHK residential enclaves ‘Purva Highlands’ located off Kanakapura Road.

Chief Executive Officer Jackbastian K Nazareth said “As part of experiential and innovative marketing techniques, Puravanakara is reaching out with the concept of touch, feel and experience the joy of living wherein a customer walks into the project site, chooses the apartment, gets loan sanctioned and buys it on the spot and moves into a ready property.” “Today, this style is not just limited to FMCG but has transcended to an industry like real estate where people have become more conscious of what they want and need and what we as developers can offer them,” Jackbastian said. The biggest challenge is not spending sufficient time for developing customer insights.

“Apart from this, ongoing training of staff is also critical to ensure consistent total product experience, as the experience is delivered by the people to the people,” Jackbastian said.

LG Electronics recently rolled out “LG Lifestyle & Service on wheels” bus initiative to provide first hand experience of beautifying one’s home with LG’s world-class premium products.

The LG bus showcases its flagship home appliances and consumer electronics products. It is designed around the concept of a modern home that embodies technology and style. It also has a section on service, endorsing the brand’s promise of ‘world-class service’. A team comprising of lifestyle consultant and service engineers help consumers experience LG’s product philosophy.

LG India CMO L K Gupta said “Consumer engagement and experience plays a pivotal role in brand and marketing strategy. LG is trying to meet the implicit needs of consumers by coming closer to them through our direct contact marketing initiative programmes.”