Marketing perspective factory (Experiential marketing)

           Experiential marketing is perfect?

Yan Zhang October 2015


Experiential marketing permeate in our daily life. Some marketers are aware of customers are emotional in purchasing decision. Thus a variety of industries, companies have changed the model from traditional "features-and-benefits" marketing toward creating experiences for their customers. At the same time, it will build special circumstance in the broader business. (Schmitt, 1999)

And the companies aim at the emotional factor of consumers that reinforce brand awareness to stimulate the consumption. It will bring problems. It refers to the Cycle of Innovation which wrote by Tom Peters (1997), "Brand! Brand!! Brand!!! That's the message...for the late '90s and beyond". In China almost students in high school choose Iphone as first choice. They may not have some rational reasons but because of brand. A successful brand represent the best service and high quality consist of the hidden social status. People usually observe the brand of the goods used by people to judge the economic capability or social status. In other words, products lose their original function only remaining the brand value. 

The supremacy of the brand in the future will partly make customers lose rational consumption view. A terrible news said Chinese teen sells kidney to buy iphone and ipad. (Gillian, 2012) So experiential marketing developing with some conflicts. Customers have to consider the features and benefits of the products before purchasing.

References

Gillian, W. (2012) Chinese teen sells kidney to buy iPhone, iPad [Internet] Available from: <http://news.yahoo.com/chinese-teen-sells-kidney-buy-iphone-ipad> [Accessed 6 October 2015]

Peters, T. (1997), The Cycle of Innovation: You Can’t Shrink Your Way to

Greatness. New York; Knopf.

Schmitt, B. (1999), Experiential Marketing. Journal of Marketing Management. Taylor & Francis Group