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What is Experiential Marketing?

Experiential marketing, as the name suggests, is marketing or advertising of a product based on the experience that any customer had with the product or service. Marketers are roping in the opportunity to use blogs, social profiles and social messaging to make the best use of experiential marketing. Let’s look at an example: Adam bought an apple from Eve Supermarket. Adam went home and kept the apple in the fridge. He posted on his facebook “Bought an apple from Eve Supermarket. Real value for money” he also tweets the same from his twitter profile. All of Adam friends view his status on Facebook or read his tweet on their phone and gain knowledge that Eve Supermarket gives the best deals. Since Adam's friends consider Adam to be a sensible person they also choose Eve Supermarket the next time they go for shopping.

Suppose the apple was poisonous and Adam falls sick after eating the apple. He tweets to his friends from the hospital “Eve Supermaket sells poison in form of fruits, beware.” Adam friends realize that though the products are cheaper at Eve Supermarket, the quality of products is not good. They avoid shopping at Eve’s. This is called referent power. Referent power means that a person whom one considers knowledgeable gives their good or bad feedback on some issue/product/service. This information is utilized in influencing decisions made by others.

by Margaret Walker on Tue, 10/12/2010 - 18:20

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