Experiential Marketing : Pengertian, Karakteristik dan Manfaat Experiential Marketing

According to Pine II and Gilmore (1999), there are 4 levels (economic value) in marketing science: goods, goods, services and practices, each level has its own meaning and impact on customer satisfaction.
A. Product
Commodities are products obtained directly from nature, such as plants, animals, water, popcorn, soil, and minerals . In general, certain functions are performed and are useful if performed more.
B. Product
Merci is used as a mint ingredient or is semi-finished and ready for sale. The Mersi ITU price itself is based on production costs.
Service in
Services are called services that meet the needs of customers. Customers generally value the benefits of the service over the expected or satisfied customer demand.
And. Experience
Experience is a phenomenon in which a business deliberately uses services as a means to attract the attention of customers, both personally and emotionally. Businesses strive to build existing products and services to attract more customers. Consumers generally value experiences based on memories of exciting events.
The economic value of the four existing standards of goods, services, services and experience will increase significantly as consumers realize that each of these levels is more suited to what they want. Because every business has a different experience
It will be easier for them to identify what they offer. The economic benefits increase from the addition of substances that can improve sight, sound, touch, taste and smell, which are directly related to sensory stool. The levels of movement of economic value are the level of production of goods or raw materials (production of goods), the level of production of goods or products (production of goods), the level of services (provision of service) and the level of experience (level of experience). ) There are members, which means memories (always remembered and remembered).

Definition of marketing experience
Experience marketing comes from two words: experimental marketing and marketing . Experience itself comes from the word, which means experience. Explain the experience as Schmidt (1999, p. 60).
Before and after the purchase) “This means that experiences are personal events triggered by certain incentives (eg, before and after the purchase of goods or services ).
Pine II and Gilmore (1999, p. 12) argue that "experience is an event that brings people on personal journeys," meaning that experience is an event that connects each individual individually.
According to Evans and Berman (1992, p. 8) Definition of Marketing: "Marketing is a process of holding demand, management and satisfaction in exchange." Exchange process.
According to Kotler et.al (2003, p. 5). Conclusion: "Marketing is generally seen as a loan, promotion and provision of goods and services to consumers and businesses", which means that marketing is generally considered as entertainment or activity. Creating, promoting and connecting consumers and businesses between goods and services. It can be called a marketing experience.

Experience the features of marketing
Schmidt (1999, p. 12) divides experience marketing into four main characteristics.

A. Focus on the customer experience
An experience occurs as a meeting, or going through certain situations that value art, emotions, perceptions, behavior, and the values ​​associated with them. In short, they link businesses and products to the consumer lifestyle and encourage private and in-house purchases.
B. Test customer status
According to current experience, consumers want not only the overall look of the product when they eat it, but also the experience they get when they eat the product.
Recognition of the racial and emotional aspects of consumption promoters
Dalla's Experience Trading Not only does it see consumers as racial decision makers, but consumers also want to have fun.
Emotionally motivated and creative.
And. The methods and tools are electrical
The methods used to measure a person's experience are more flexible. Instead of emphasizing what is measured or using the same criteria, it refers to every situation that occurs. Experimental in.
In marketing, a brand offers not only a brand identity, but also a positive experience for consumers, which in turn increases customer loyalty to the business and the brand.

Benefits of trading experience
Experience marketing focuses on sensory perception, impact, action and communication. So a business should be able to create a real brand that fits the real life of its users. And experience marketing can be used effectively when applied in certain circumstances. In Schmidt (1999, p. 34), there are many benefits a business can recognize and feel when implementing experience marketing: (a) paying attention to declining brands, (b) distinguishing products from competitors, (c) image creation and identity organization; ) Encourage creativity, (e) encourage sampling, purchasing and, most importantly, fair consumption.
Less meaningful: (a) to update the current brand, (b) to differentiate the product from the supply chain, (c) to create the image and identity of the company, (d) to promote, purchase and legalize mojovasi.