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.
There have been numerous art exhibits in many countries. The world’s passion for art has clearly not faded that even in today’s economic struggles, both artists and art enthusiasts still find their way to the market. You might ask how?
As evident as it is, online marketing is leading the marketing industry. You click on a marketing ad and before you know it you are loving where you have been headed; and you share your experience together with its page; and all of your friends with the same interest and passion for, let’s say art, look into that page and does the same thing you did. And before you know it, that page hits the first pages of the search engine.
Now the other side of marketing deals with offline marketing. How is this done? The traditional marketing strategies: putting up of banners and posters, printing brochures, telemarketing, etc.
Both of these strategies appear good. But when it comes to art, nothing beats the experience of walking through a room with a collection of art from all over the world. This is called an art exhibit. And this is the best way to market art.
One of the best art exhibitions that’s in record is the one in Torino and in the Piedmont region—this fair is called Artissima. It was last recorded to have over 50,000 visitors and journalists of around 1,200.
Artissima is dedicated to contemporary art. Its famous four sections have now expanded to five: from the Main Section that displays global landscape, to the Present Future that helps give new emerging artists some exposure, to the Back to the Future section which is a selection from the 60’s up until the 90’s, to the New Entries section that features young galleries, to the newly added section, Art Editions section that is self-explanatory.
This is the coming together of all artists and art enthusiasts.
When you go traveling you probably do not notice it but in every city there’s always a museum, a collection of a variety of arts. And most of these collections are antiques.
Let us define what antiques are. The word comes from antiquus which means “ancient”. It has since then evolved to mean “a very old collectible item”. According to the U.S. customer service, an antique is any item that is at least 100 years of age. So you can only imagine how many antiques are produced every year 100 years from today. In a British dictionary, antiques are simply defined as a decorative object created at an earlier period that is being valued for its durability and beauty.
Many travelers go to Europe for antiques. One of the few famous antique exhibitions is found in Newark-on-Trent in Nottinghamshire, East Midlands of England.
The business exhibition is called International Antique and Collectors Fair-Newark. This is a world-renowned antique fair and the biggest in Europe.
This exhibition that is usually a one-day event has now turned into a two-day celebration of antiquity.
This antique exhibit covers varying aspects of antiquity with profiles involving antique art glass and art works (more from the medieval age) like paintings and sculptures, antique furniture including woven rugs and carpets, antique clocks and even antique toys. But the most notable is the collection of antique jewelry. It never fails to amuse both old and new visitors.
With an enormous 84 acre site, this business exhibition can accommodate up to 2,500 stands. This is the perfect target market for both buyers and dealers of antiques—and a great place to find a bargain, with this many set of competitors.
The International Antique and Collectors Fair is the best place to do some vintage shopping, especially if you’re a really big fan of antiques.
Great Britain now again celebrates their annual beer festival—Great British Beer Festival.
Going back to its history, the first GBBF (Great British Beer Festival) was in 1975 in central London. But it did not become the official GBBF until 1977.
As one of the most awaited exhibitions in Great Britain, the CAMRA (Campaign for Real Ale) undertakes preparations to a very great extent.
Running on the first week of August, this five-day business event takes place in London’s Olympia exhibition center. The exhibition being home to the Champion Beer of Britain expects the presence of about 50,000 to 60,000 attendees. Yes, it probably has always been the biggest pub in the world. It not only features British breweries but also foreign beer, and a variety of gastronomic delights from all over Europe and the USA.
This year, 2014, this business exhibition admits mostly beer and pub companies totaling the number of festival stalls to approximately 36.
Tickets for CAMRA members range from £ 8.00 to £22.00 while for non-members of CAMRA, the lowest ticket price is £10.00 with the highest at £26.00. Alternatively, there are on-sale tickets on certain schedules priced at £10.00 for members and £12.00 for non-members. It is recommended to book in groups as the usual discounts still apply every year.
Tickets for other programmes are also sold. These other programmes include tutored tastings, trades, etc. Tutored tasting allows participants to become beer connoisseurs by taking a class with the experts.
As you can see, this exhibition also allows the members of the beer industry other opportunities for marketing—to both the public and to co-members. There’s a programme called Trade Session where the beer companies show off their finest beers to be judged by the board of Champion Beer of Britain.
Among the many types of travel, business travel seems to be the less exciting and most challenging to prepare.
And though the experts in business travels, those that have traveled and are traveling more than ten times a month whether locally or internationally, can say that they have gotten used to the travel and had eventually adapted to a system that helps them get organized, it doesn’t make this fact any less challenging to the rest.
It does help to condition your mind on what to expect when you are on a business trip: a complete yet lightweight luggage, long trips, perpetual jet lag, long meetings and uncomfortable hotels–are what you get.
Usually, recreation during business trips don’t come to mind. After all in most cases any form of activity outside the scope of the business trip will not be in your itinerary–unless you had instructed your secretary to include such.
So, let us first deal with how we wrap our heads around avoiding as much as we can the least exciting matters in a business travel.
* Travel light: it is proven to be one of the most comfortable travels if you travel light. Prefer to bring a carry-on rather than a huge luggage of unnecessary things.
* Get a good sleep before and during your flight, especially for long hours of travel.
* When you reach your destination, get an up-close look at the city while you walk or jog around it to recharge your body and have it adjust to the temperature.
* Sync your body clock with the timezone’s clock. This is important so you get the right amount of sleep, and long ones, too.
* Wrap up your business meetings as quickly as possible. Long meetings do not prove to be productive in many cases. Get to the point fast; and close the deal.
* Make time to visit family and friends who live within the city.