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Experiential Marketing in Consumer Packaged GoodsPublished by: Datamonitor Published: Dec. 8, 2003 - 9 Pages Table of ContentsTABLE OF CONTENTS THE FUTURE DECODED 4 What is ‘Experiential Marketing’? 4 Why is the ‘Experiential Marketing’ trend occurring? 4 Who does the trend apply to? 5 What are the different levels of Experiential Marketing? 5 From Experiential Marketing back to “experiential” products 6 ACTION POINTS 7 Find out what consumers’ experiences of your brand are 7 Identify ways you can create an experience for your brand 7 Focus on imagery 8 Be careful not to force experiential associations 9 AbstractIntroductionMany marketers are seeking to offer consumers "experiences" in order to develop the link between a consumer and a product or brand. But how can this be achieved? This brief examines why consumers are becoming more receptive to experiential marketing and how to effectively build an emotional bond between a consumer and a brand. Scope The brief provides insight into what "experiential marketing" is and how to make this work for food, drinks and personal care brands. Analysis covers why experiential marketing is becoming more effective, who is likely to respond well to it and what pitfalls are. Report Highlights Experiential Marketing, in essence, is about engendering a long-term emotional bond between a consumer and a brand by associating the product with a particular experience. By using Experiential Marketing stronger associations between consumers and brands can be developed. Reasons to Purchase Update your marketing approaches in order to reflect the latest developments in how consumers understand and interact with brands. Understand how to successfully use Experiential Marketing and what the pitfalls can be. Get Full Details About This Report >> |
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