The problem that marketers have for an experiential marketing conference is that they do not fully understand the complex notion and meaning of an experiential experience. Most marketers apply the experiential component to experiential marketing conference itself, rather than applying their knowledge to make the experiential experience begin long before the participant’s bags are packed – here lies the problem.
The travel stage, as well as the stage before even travelling to the destination plays a predominant part in the experiential occurrence.
If a would-be traveler is exposed to advertising material that displays a mouthwatering suite on a cruise ship, with a personal Jacuzzi that one has only seen in films, undoubtedly the person starts dreaming about this. Yet, the problem is that there is nothing to differentiate this cruise liner suite from the rest.
The differentiation comes to life with the help of experiential marketing. It allows for travelers to capture a unique and authentic experience long before they set foot on the cruise ship to their destination where the experiential conference is being held – it combines coherent decision making with emotional needs, offering the would-be traveler a multi-cognizant interaction with a product (being the conference in this instance) and all the externalities of the service. This ensures that the marketing techniques applied will often have different cognitive effects on each prospective consumer as experiential application from one individual often differs for another individual.
The advertising needed for experiential marketing will often stimulate senses in the prospective attendee/traveler to an extent that the consumer wants to learn more about it. For example, an advertisement can’t tell a consumer what aroma the bath salts in a massage therapy will actually smell like, but by providing enough information, the consumer can be stimulated to an extent that will want to learn more about such aromas in massage therapies.
Surveys prove that almost 9 out of 10 consumers will to try something before they buy. Experiential marketing for the travel part of the trip to an experiential marketing conference can ensure that consumers will be able to outline what they get from all senses when en route to such a conference.
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