DIGITAL ASSIGNMENT

PRINCIPLES OF MARKETING
BY:AYUSH SHARMA
16BIT0378

Evolution of Experimental Marketing

Experimental marketing is a marketing strategy that directly engages consumers and invites
and encourages them to participate in the evolution of a brand or a brand experience. Rather
than looking at consumers as passive receivers of messages, engagement marketers believe
that consumers should be actively involved in the production and co-creation of marketing
programs, developing a relationship with the brand.We can take the example of Netflix as in
2007 netflix had competition to develop an algorithm which could help in telling what the
customer would like to watch next and they have created their own algorithm using which
they give you suggestions on what you would like to watch next.There is a part of
experimental marketing which is known as sensory marketing which is Sensory marketing is
the techniques that are used to reach your customer’s senses and influence their behavior
based on how your brand and tactics make them feel.As we know, the five senses are sight,
hearing, taste, touch and smell. Sensory marketing is simply the process of winning a
customer’s trust and attention by appealing to each of these five senses.

Sensory marketing is a part of experiential marketing. Experiential marketing is marketing

that aims to create a positive, memorable, fully-engaged branded experience. There are 5
senses: sight, smell, touch, taste, sound. But what about the parts of an experience that are not
strictly related to the specific senses? What about the feeling of nostalgia? what about fear?
what about memory and recollection? What about the joy felt when learning something new?
There is much more that happens in our brains that just sight, smell, touch, taste, and sound
when it comes to experiencing the world around us. True, we ‘sense’ the world around us
with our senses, but the entire experience of being alive and interacting with a brand in
positive, memorable way is much more than just the 5 senses.

Marketers also understand the power of storytelling, and experiential marketing lends itself to
storytelling extremely well. Consumers who identify with a story make stronger connections
to brands and have the emotional responses marketers strive to create. We experience well-
told stories rather than simply listening to them, and we are more apt to repeat a brand’s story
when we identify strongly with it, particularly on a deep emotional level. The best stories are
truthful, are infused with personalities, involve characters the audience feels compelled to
root for, and include a beginning, middle, and end.
How to appeal to audiences

• By getting emotional with them: Emotions are playing into marketing more today
than they ever have before. If you want to make your customers believe in your brand,
you’ve got to start by making an emotional appeal.For example we can take Airbnb
with there “Belong Anywhere” campaign.

• Sense of Smell: When Dunkin Donuts used sensory marketing in South Korea, it
released a coffee smell into the air while playing a company jingle. Even if this sounds
a little too extreme for your brand, there are still ways to play on your customers’ sense
of smell. Two smart options include placing scented ads in major magazines or using a
trademark fragrance in your stores. A note about using smell in your advertising,
though: be sure that whatever scent you use is pleasant rather than overwhelming.
While scent has the potential to create positive memories, it has the same potential
to repulse your audience. Approached this sense with caution and intention.

• Sound: Sound takes many forms in advertising. It can be State Farm’s “Like a good
neighbor…” jingle or a slogan that you can’t get out of your head. Today, sensory
advertising requires that all brands find a way to use sound in their branding efforts. If
it sounds difficult, you can trust that there’s always a way to do it.Many brands use
classical music as it make customers feel like they’re part of an exclusive shopping
experience.

• Touch: Touch is a powerful sense, and it’s easy for most brands to capitalize on.
There’s virtually always a way for your brand to take advantage of texture. This
could mean using heavy, high-quality card stock for your mailed advertisements, or
going the extra mile to ensure your products feel good in a customer’s hand.

• Sight: Sight is, of course, one of the most powerful senses in the world of advertising.
Luckily, it’s also easy to make the most of. To play up the value of sight, make sure
your company website is beautiful and appealing to customers, or hire a professional
to design your social media or advertising graphics. Color is a large component of
sight, and brands like Coca-Cola and Virgin Airlines have found ways to use color to
promote brand recognition for their products.

Examples of Experimental Marketing

Coca Cola’s 2018 Fifa World cup AR experience:

Coca Cola celebrated the start of the 2018 Fifa World Cup with an augmented reality
experience outside of Zurich train station.
Participants could show off their skills on screen with Switzerland’s Xherdan Shaqiri, take a
photo with The Powercube (one of his many nicknames) and enter a competition to win the
official match ball of the Fifa World Cup.An immersive experience using AR on a grand
scale was a great way to engage true football fans and give them a memory tied to the Coca-
Cola brand and the world’s biggest sporting event.

The Simpsons Movie: 7-Eleven’s transformed into Kwik-E-Marts

Back in 2007 20th Century Fox partnered with 7-Eleven to transform 12 of its stores into
Kwik-E-Marts, the shop run by Apu in The Simpsons. It was all to promote the release of
The Simpsons Movie. The Kwik-E-Marts offered limited quantities of KrustyO’s cereal,
Buzz Cola, and Squishee frozen drinks. A special edition of a Radioactive Man comic book
was also produced just for 7-Eleven, while life-size citizens of Springfield could be seen in
the stores.

Samsung Studios – 2012 Olympics

As part of its sponsorship of the 2012 Olympics, Samsung created brand experiences at
various destinations around London, including St Pancras International, Stratford
International, Westfield Stratford, N1 Centre Islington, Canary Wharf, One New Change,
Broadgate and Heathrow T1 departures lounge. Running from mid July to early September
the ‘Samsung Studios’ focused on demonstrating the new Galaxy S3 and Galaxy Note.
Visitors could play with Samsung’s Olympic Games app or have their photo taken on the
Galaxy S3 and instantly turned into a personalised badge. here was also a competition to win
an S3 and an around-the-world trip if people could be bothered to return every day to collect
special pin badges.

Adidas and Derrick Rose’s Jump Store

Pop-up stores aren’t a new concept, but Adidas’ 2013 ‘D Rose Jump Store’ in London was a
cut above the rest. Chicago Bulls point guard Derrick Rose was in attendance to challenge
fans to win a pair of free trainers by taking them off a shelf that happened to be 10 foot in the
air.

Mountain Dew’s UK ‘guerrilla tour’

To drive awareness and encourage people to try Mountain Dew Energy the marketing team
designed a 43-day ‘guerrilla tour’ in 2012 that targeted consumers at festivals, transport hubs
and in city centres. A team of 15 brand ambassadors drove around the UK in a Mountain
Dew truck, hosting various competitions and giveaways. They also dished out free samples.
The campaign achieved an ROI of £1.85 for every £1 spent, and 55% of people targeted by
the event went on to purchase a Mountain Dew, more than a third of whom were new
purchasers.

IKEA’s store sleepover

In the UK Ikea hosted a sleepover in 2011 in its Essex store in response to a Facebook fan
group called ‘I wanna have a sleepover in Ikea’.Almost 100,000 people joined the group and
Ikea gave 100 of them the chance to actually spend a night in the warehouse. The winners
were given manicures and massages, and had a bedtime story read to them by a reality TV
star. There was also a sleep expert on-hand to give people advice and potentially help them
choose a new mattress.

Examples of Experimental Marketing in India

Audi

Audi, a brand known for bringing the luxury driving experience to the masses, has bridged
the gap between regular consumers and the elite with its experiential marketing techniques.
With cars being such a major investment through an integral part of people’s lives, a positive
personal engagement with the vehicle is vital. In the automotive industry, a great experience
is key and Audi decided to get creative in its marketing approach and focus on ‘in-the-
moment’ action. Though the German car-maker previously used typical auto shows to launch
new vehicle reveals, it has prioritised the consumer experience across various markets with
hands-on track introductions, and closed-course programmes powering driving experiences.
The auto major’s Audi Driving Experience, a national racing-track based high-performance
advanced driving education programme, lets consumers get up close and personal with the
automobile’s in-built innovation, performance and precision. The Audi quattro Cup
tournament series, an amateur golf tournament bringing together over 1,00,000 golfers from
55 countries, has also proven to be an ideal opportunity to intensify business relationships
and establish new contacts. The tournament has completed 12 years in India. he company is
offering tech-powered interactives and experiential marketing to engage with consumers and
get their motor running. As these events also tend to spark interest in the brand in several
lower tier cities, Audi has been experimenting with mobile showrooms and pop-up stores to
reach potential buyers in cities where they have no physical showrooms.

LG Electrotnics

LG Electronics India, which recently celebrated 21 years in the country, is further stepping up
efforts to design and manufacture innovative products and solutions that satisfy the specific
requirements of Indian customers. To mark the occasion, LG rolled out an emotional yet
inspirational campaign, themed #CelebratingTheNew, which revolves around how new
innovations and new lifestyle aspirations make dreams come true, and more importantly how
dreaming up is shaping a new India in 2018. ‘Celebrating the new’ is a fresh take on every
lifestyle dynamics of parent-kid relationships in India, and how one common thing in our
lives passes from generation to generation. LG has captured this philosophy as journey of
“Innovation” from one generation to another in the video. LG has been present in India for 21
years now and we are part of almost every household. The key reason for this is that our
products are introduced based on consumer insights; besides, we offer the strongest and best-
in-class after sales service and differentiated marketing campaigns. We will continue with
this strategy.

OnePlus

The Chinese smartphone producer, OnePlus recently made a gigantic build-up amid the launch
of its flagship gadget, OnePlus 3. he brand even carried out a number of customer engaging
exercises like fan meets, popups, photo-walks, and so forth to enable users to encounter the
handset directly. As a brand, we, at OnePlus, realize that in order to gain the trust of our users
and instill the feeling of evangelism within each, we must interact directly with our community,
instead of putting forward brand ministers to represent us. The new marketing era or if I may
call it, the experiential marketing era, enables a brand like ours to connect with our target
audience and give them memorable experiences that not just promote the brand, but also create
an impact on their lives. Giving our target audiences brand-relevant LIVE touchpoints, we are
able to stay away from trying to be loud and at the same time are able to create a recall in the
mind of a consumer because of the differentiated experience that they receive.

Lifebuoy

The kumbh mela, where many brands vie to get themselves noticed. One promotion that stuck
out was HUL’s ‘roti reminder’ for its brand “Lifebuoy”. The largest FMCG Company
partnered with more than 100 dhabas and hotels to serve rotis stamped with "Lifebuoy se haath
dhoye kya?" (Did you wash your hands with Lifebuoy?). This is the marketing which will make
customers recall the brand, every time they think about the event. Experience matters !

Philips

There was a very interesting recent campaign done by Philips Lighting to get its brand
recognized. They had done the “Change Karo, Save Karo” campaign in its 6 targeted cities
and targeted malls on some selected days. It used a simulation based game to engage the
customers. This game integrated the electricity bill and the electricity usage concepts. They
also distributed some prizes to the winners of the game. This increased their brand image in a
segment which is too crowded. This campaign was delivered as a game competition but Philips
made sure that it's positioning of “Save Money” is delivered and instilled into the customer’s
mind.

References:

• https://www.adgully.com/lg-is-betting-big-on-experiential-marketing-campaigns-
in-india-amit-gujral-78457.html
• https://www.becausexm.com/blog/the-hot-list-10-most-popular-experiential-
marketing-campaigns
• https://www.eventfaqs.com/news/ef-12535/oneplus-gives-new-dimensions-to-
experiential-marketing-in-india
• https://www.ngdata.com/what-is-experiential-marketing/
• https://www.thehindubusinessline.com/specials/auto-focus/for-audi-experiential-
marketing-is-working-like-a-charm-in-india/article25962286.ece
• https://thriveagency.com/news/sensory-marketing/