a) They hired dentists who gave personal and audio visual interaction
b) taught about brushing, good oral habits.
c) check ups, given colorful edutainment booklets.
d) Given Dental Forms to Kids
e) setting up kiosks with touch screen were a kid can have all queries, experiences. HLL did these experiences in 25 cities targeted 2.5 million kids. These exercises forged a new
personalized relationship with kids where pepsodent is being seen as high brand recall product & identified itself with coral care. HLL is also doing this experience with VIM dishwasher brand. .
Experiential marketing invites change in bindset. It has all sense, feel, think act & relate. All the strategic marketing, tools are to be synchronized in a consistent, holistic, enriching experience.
5.4.1 KEY ELEMENTS OF EXPERIENTIAL MARKETING
The sensory area of experiential marketing is made up of styles and visual and verbal symbols that create an overall impression. If you want to create a strong sense of impact or create something appealing, whether an advertisement, packaging or a website, you need to first choose the right colors. They have to be in line with the image of your company; they have to be attractive; they have to gain the customer's attention.
For example, colors like yellow or red are often better than blue and gray.
Even though blue and gray are very common on the corporate arena because they're "safe" colors, they're not very good at attracting attention. So you have to choose your color scheme appropriately, with multiple criteria in mind. It's not just a matter of getting consumers' attention; it also has to be in line with what sort of company you are. If you're in the banking industry, you don't want to use pink. You need to understand which colors and shapes to use.
Act
"Act" is about behaviors and lifestyles. It's about getting people to do something and express a lifestyle. There's an "Act”. On aspect to the Volkswagen Beetle. Market research showed that a lot of people buy the Volkswagen Beetle as a second car. I think that is because people want to live in a certain lifestyle, they want to drive a car that is more fun to drive than their normal, professional Lexus or BMW. So the notion of "Act" is always about actual behaviors or broader lifestyles.
There are different ways of communicating "Act." On the Web you can do it through Flash animations, for example. On television, you can do it through some very fast-paced advertisement. In an environment, you can do it by having a lot of different sensory stimuli coming together--very bright, fast, changing images. The point is that you need to choose a medium carefully so that it produces the right sort of experience. The print medium would not be good for "Act."
Relate
"Relate" is about relating to cultures, relating to other people and relating to your reference groups. It's about creating a sense of social identity. Ort. I should say the marketer helps you to create a sense of social identity. We're talking about products that you can relate to a generation, a nationality or an ethnicity. In "Relate," you use the right sort of cultural symbolism in your advertising campaigns and Web designs and in everything you're doing, which then helps the consumer to identify with that particular group.
One good example of a "Relate" campaign is Harley-Davidson, the icon of
American free spiritedness, which draws thousands of motorcycle enthusiasts to weekend rallies staged across the country. Harley-Davidson evokes such strong relations that owners tattoo the logo on their arms or their entire bodies. If you own a Harley-Davidson, you are part of something.
A Holistic Approach
The key is to integrate many of these approaches. One good example of this is the Volkswagen Beetle. With the Beetle, it all starts with the product.
Now, this is not your typical car. It's not just about the features and benefits of this car, which are probably not much better than a Hyundai, maybe a little bit better, but not enough to justify the price premium.
What is so unique about the product? It's the shape--very unusual in the entire car industry. It's the colors; it's the flower vase that they have in the front. These individual symbols come together in a theme. Maybe the theme is professionalism. You go to McKinsey & Co. and they're a professional company. Why are they a professional company? Because of all the symbols that they have--that includes the cars that their consultants drive, or the briefcases they have, or the suits they wear, or the icons that they use for a PowerPoint presentation; all speak to thus notion of professionalism These stylish themes create the overall sense or impression of the company.
Feel
Feelings are quite different from sensory impressions, because they suggest the whole realm of moods and emotions. It's not just a matter of beauty and appeal but a matter of getting people, in the extreme, to feel joyful, to feel
happy or maybe even to cry.
Take a company like Hallmark, which understands how to do that. They have these "Feel" advertisements that they show during the Hallmark Hall of Fame at Christmastime. first of all, these advertisements are not short ads.
You cannot create a strong "Feel" impact in a 10- or 15-second commercial.
Think
With "Think" we are getting into something that stimulates people's intellect or their creativity. The "Think Different" campaign by Apple tried to do that.
They wanted people to think differently about Apple. Apple had been in big trouble a few years back, and then Steve Jobs came in as CEO and said,
"Well, we want people to think differently about the company again" So they've done a very unusual advertising campaign for a computer company.
You don't see a computer; you see these heroes of the twentieth century, from Einstein to John Lennon--a very unusual approach in terms of getting people to think more broadly about the company and its products.
5.5 INTEGRATED MARKETING
When all the company’s departments work together to serve the customer’s interests, the result is “integrated marketing.” Integrated marketing works on two levels.