Traditonal Marketing vs Experiential Marketing

 So what is Traditional Marketing and Experiential Marketing ?                                                                                                                                                     

Traditional Marketing 

Traditional Marketing focus's on strategy and planning. Traditional marketing methods include the following-

• TV advertisement 
• National Radio Advertisement 
• Regional Radio Advertisement 
• Advertising in National Newspapers
• Advertising in Regional Newspapers
• Magazines
• Posters
• Leaflets
• Flyers 
• Billboards    

These  use to be the main methods of marketing used by nearly all companies and organisations. However with advances in technology such as the Internet, Mobile Phones and the introduction of Social media websites, nearly all companies and organisations are now using a mixture of Traditional marketing methods and Experiential marketing methods in order to reach as many of there intended target audience as possible and to engage them with the products and services they offer as well.

Experiential Marketing 

David Moth defines experiential marketing as 

"The premise of Experiential Marketing is to create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience."

This also fits with Schmitt's (1999) argument that " the experience of consuming something is more important than the product/service itself."

Experiential marketing methods include-

• Promotional experience via a live event, i.e. Food tasting at the opening of a new restaurant  
• Either a live event or activity that is an experience, i.e. Festivals 
• Having celebrities promote the product, i.e. Adidas offering customers the opportunity to meet David Beckham and get his autograph if they have bought one of there new 2016 footballs.    

Companies that have used Experiential Marketing 

• Milka Chocolate-

Milka took one square of chocolate out of over 13 million Milka Chocolate bars and gave the consumer the options to either claim the square back for themselves or send it to someone else such as a friend or family member. (Ryan Lum, 2013)

• UK Ikea, Essex shop 

The Ikea in Essex held a sleepover and gave 100 people from the Facebook fan page "I  wanna have a sleepover in Ikea" the opportunity to sleepover in the Essex shop. They were treated to manicures and massages, also a reality television star read a bed time story to them. ( David Moth, 2014) 

References

Ratcliff Christopher (2014), Econsultancy, What is experiential marketing and why do you need it?

Retrieved from,  https://econsultancy.com/blog/65395-what-is-experiential-marketing-and-why-do-you-need-it/ 

Moth David (2014), Econsultancy, 10 very cool examples of experiential marketing.

Retrieved from, https://econsultancy.com/blog/65230-10-very-cool-examples-of-experiential-marketing/

Schmitt (1999) Journal of brand management, Experiential marketing.  

Lum Ryan (2013) Guerrilla Marketing, Milka Chocolate bars now missing square in new campaign.

 Retrieved from http://www.creativeguerrillamarketing.com/guerrilla-marketing/milka-chocolate-bars-now-missing-square-new-campaign/