The" experiential marketing "is a buzzword among specialists in this sector. The idea is that consumers associate a product with a pleasant experience, with all the added value that implies. The Barnes & Noble, U.S., pioneered the development of space to reproduce the room comfortable a house so that clients feel comfortable buying books.
Argentine Big chains like Yenny-El Ateneo, took note and work on this strategy. Yenny branch of Santa Fe and Callao, where he was the Grand Splendid cinema, is a paradise for the application of these techniques and is home to the best-selling brand.
Possibly the most famous case is that of the Starbucks coffee chain, born in Seattle. A note at the beginning of 2004 the Campaign magazine said the key to success: go to Starbucks a 50 year old man, a thirtysomething Gen Xers and teens. The 50 worked hard to advance in his business career and believes he deserves a cup of coffee face. The 30 expected to be there to share with a friend half an hour of conversation and made the bohemian. The teenager is convinced that coffee is cool and also cheaper than going to the movies. Bottom line? The three bought the same $ 4 mocha coffee. Just who believed they were buying something different.
Converting a product into an experience, Starbucks gets millions of people spend $ 1,000 a year on coffee (do the math: four dollars for each of the 250 days a year) almost without realizing it. Last month, prices rose but until now have noticed a decline in sales.
In Argentina, the experiential marketing is growing. Are many brands trying to associate a pleasant experience and sponsor spas, resorts and hotels in tourist areas. Theme hotels linked to trademarks (such as Gancia or the Axe) are another case. Promotions that offer an experience on the street, at the supermarket or on public transport are also growing.
In the U.S. is a new word in the dictionary of business: transportainment, the mixture transport and entertainment companies such as Nortel tempted to invest $ 70 million to sponsor a train from Las Vegas to position your name. Locally, companies such as Fernet Branca (when in Buenos Aires, try it mixed with coca-cola or vermouth and soda) are moving to hire more holiday travel experience by promoting linking alcohol with a feeling attractive.
In Ecuador, Nestlé has recently hired and paint the fuselage of a Boeing Aerogal company with the brand Nescafé. This aircraft creates experiences with the product as part of passenger service. Experiential marketing is already here. Your limit is our creativity.
