A MOVE FROM MASS MEDIA TO EXPERIENTIAL

MARKETING
The huge growth in the field of experiential marketing appears to be the result of the effect of the numerous success stories cited in the media. According to SRI, experiential marketing drove faster results , with consumers suggesting it led to quick positive purchase decisions. Amongst certain groups, younger consumers and females, the results were even more encouraging (Allen, 2005). Experiential marketing made consumers more receptive of associated advertising, an important factor in an era of integrated marketing communication.

Similar results were found by IMI International. >55 % consumers ,The biggest influence on tendency to consume was the ability interact with a product before purchase/ to sample. In the UK, research undertaken by ID Live Brand Experience stated that 85 % of consumers, valued the opportunity to experience; touch, smell, taste or hear, products. 58 % confirmed that experiential marketing had encouraged them to make a purchase were not previously planning to make.

US Bureau of Labor statistics showing that Consumer price indices, employment growth and growth in GDP have all increased at a faster rate for experiential offerings, than for commodities, goods or services. To summarize, the reason behind the continuing growth in demand for experiential marketing, is that it appears to work for both firms and customers.

As Witthaus (2004, p. 10) states:

Experiential marketing achieves measurable results by offering innovative ways of communicating with customers in their own environment, leading to a better ROI. And it offers a memorable, engaging and exhilarating way of reaching customers.

There is a widespread belief that old models of advertising are no longer as effective as they were and alternatives have to be sought. As Pine and Gilmore (2004, p. 36) argue: there are three

different reactions to the decreasing efficiency of advertising in reaching consumers.

-

Some have denied its happening, some have thrown money at the situation, and others have tried to create a new direction,
As Frank Garahan, Rancho Las Palmas Resort General Manager, states hospitality marketing is experiential, how do you explain the sensory excitement of being here? you cant get the ambiance from an advert (Frasher, 2003, p. 3).

T&H product is always experiential that puts the sector marketers in a unique position to apply the principles of experiential marketing to their activities.

THE FOUR DIMENSIONS OF THE TOURISM AND

HOSPITALITY EXPERIENCE
Customer participation (ranging from active to passive) Connection (ranging from absorption to immersion).

Entertainment experiences:

Such as going to a show, usually involve customers participating in a passive manner where their connection with the activity is likely to involve absorption rather than immersion.
For T&H marketers, the key to this Realm may be to apply it more holistically, i.e. to incorporate entertainment into areas outside of the immediate experience.

Educational Realm:

Involve those where participants are more actively involved, but are still of an absorption nature, rather than immersion.
Ex. ski instruction, where participants acquire new skills or increase those they already have; such as education programmes, informal lectures, guides or background information

Escapist activities

Those which involve both active participation and immersion in the activities environment
Ex. water-sports or golfing, Participation in holiday sporting activities

Esthetic

Realm,

Involves a more intense experience than the entertainment experience. Tourists immersing themselves in the experience, but with little active participation in the experience.

Ex. looking over the gorges/natural attractions, and simply admiring the view

Generally
- The Entertainment Realm involves sensing, - The Educational Realm learning, - The Escapist Realm doing, and - The Esthetic Realm being there (Petkus, 2002)

As the four Realms are not intended to be mutually exclusive, however, the richest experiences for consumers encompass aspects of all four Realms, producing a sweet spot where the Realms meet.

Pine and Gilmore themselves extensively quote the example of Walt Disney World, as being one of the richest experiences available to consumers, due to the emphasis on employees, attention to the environment and attention to the backstage areas.

STRATEGIES FOR EXPERIENTIALLY MARKETING

TOURISM AND HOSPITALITY

Pine and Gilmore originally suggested that there were five design principles in staging experiences, to which a sixth was later added.

Strategic Step Developing a consistent theme for the experience Harmonizing impressions with positive cues Eliminating negative cues The formation of impressions Mix in memorabilia Soliciting feedback

1. Developing a cohesive/consistent theme for the experience: involving establishing a cohesive set of images and

meanings for the experience. Ex. F&B Is supportive product. Hard Rock Cafe, have a well-defined theme which is achieved through consistency in operations, marketing communications, materials and employees. memorable sensory stimuli; cues must be consistent with the theme and designed to fully support it. anything that diminishes, contradicts or distracts from the unity of the theme. An entire experience can be spoiled by a single inconsistent message. Ex. Disney

2. Harmonizing impressions with positive cues: the creation of

3. Eliminating negative cues: the need for marketers to remove

4.The formation of impressions : using the dimensions time,

space, technology, authenticity, sophistication and scale. (Schmitt and Simonson,1997)

The time dimension refers to the various orientations of past, present

and future, with different markets with offerings. The space dimension can be geographical space, such as tourism regions, or physical space, such as indoor versus outdoor. The technology dimension refers to natural Vs man-made Vs machine made opportunities exist for T&H marketers to develop offerings. The authenticity dimension refers to original versus imitative representations. The scale refers to the size and scope of the offering, like physical space, the number of hotel rooms, T&H marketers need to make balances between and within these dimensions if they are to develop appropriate experiential marketing strategies

5.Mix in memorabilia: consumers have always bought or appropriated certain mementoes of their vacations and visits. Engaging all five senses is important because the more sensory an experience, the more memorable it will be. Most tourism and hospitality offerings have a range of sensory elements, sounds, sights, smells, touch and taste. 6.Soliciting feedback: is the final strategic step and is critical if experiential marketing is to be effective. Many T&H businesses seek feedback through such mechanisms as guest questionnaires, experiential marketing requires more innovative and creative solutions.