Wikipedia defines advertisement as “Advertising or advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action.” In the layman language advertising is mode for spreading awareness amongst the masses for a particular brand or product.
Different medium have evolved over the period of time to support advertising. Right from print medium to electronic medium to Ooh to Digital medium. Each and every medium has proved to be a threshold for advertising and have fueled the development and progress of new techniques and strategy in the sphere of advertising. Experiential Marketing is the evolution and extension of brand experiences beyond traditional advertising and promotion.
The new entrant in the field of promotion and propagation as mentioned above is ‘Experiential Marketing’ and it is the most relevant form of marketing allowing to build the connect with the consumers where they can touch and feel a product, thus segregating a brand from the clutter. Experiential marketing allows a consumer to use all his five senses which in turn propel the consume to make that all important purchase. For instance in the recent Kumbh Mela Vodafone gave out headphones embedded with religious music it not only protected devotees from extreme temperature but also promoted value added services of Vodafone. The sole objective of the campaign was to add powerful recall value within the measurable parameters.
Now is the era where it has become a necessity to understand the psychic of the client and consumers. It’s important to get into the shoes of the consumer and come up with some extraordinary concept like that of LifeBuoy roti impressions in the Kumbh Mela. Again it’s all about selling experience, memorable communication and real interactivity with the brand and its product. As per a survey approx 64% consumers prefers effective experiential marketing and 89% finds it more personal than the traditional form of advertising. This shows a shifts in the focus of the consumer from what it was back in 90’s where brand competition was not much and consumers were not that brand conscious either. Every decade can be categorized categorically like 1990’s was an intrusive advertising decade, followed by interactive mode of communication in 2000 and 2010 can be addressed as utility based advertising which is based on data reliability. But one thing which had been missing in all the 1990’s and 2000 was the feel and the experience which has now been taken care through Experiential Marketing.
LIQVD is the catalyst in bringing a steady growth in the experiential marketing and fill the gap which has been there for so long. LIQVD is a pool of resources and relies on the strength of right technique, practical thinking and talent. The entire team is compassionate about experiential marketing and creatively passionate about building a relevant, memorable and different relation between the consumer and the brand.