scholarly journals Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges

2021 ◽  
Vol 14 (10) ◽  
pp. 502
Author(s):  
Ana-Maria Urdea ◽  
Cristinel Petrișor Constantin
Keyword(s):  
Marketing Strategy ◽  
Strategy Implementation ◽  
Communication Strategy ◽  
Promotion Strategy ◽  
Experiential Marketing ◽  
Business Outcomes ◽  
Exploratory Survey ◽  
Key Drivers ◽  
Marketing Implementation ◽  
Implementation Steps

Consumer needs change over time as a result of the fast-paced advancement in technology and the induction of the Internet, expansion that leads to a difficulty for brands to adapt their marketing promotion strategy and trying to remain innovative and effective at meeting their consumers’ expectations. This research investigates what effect experiential marketing campaigns have on both customers’ perception and business outcomes, aiming to develop a deeper understanding of experiential marketing, its challenges, and benefits, to understand customers’ reactions to experiential touchpoints, to explore what type of technology increases experiential perceived value, and to envisage the evolution of experiential marketing strategy. To capture all the important facets of the research objectives, an exploratory survey based on the voices of 31 marketing experts from all around the world was applied. By identifying the key drivers of experiential marketing campaigns in a hybrid setting, the present study highlighted the important role that experiential marketing has as a communication strategy, offering additional insights to marketing specialists on the experiential marketing implementation steps. A theoretical framework of the steps needed to put into practice an experiential marketing strategy was proposed.

scholarly journals The sustainable promotion strategy of transfer hub in megapolis

2021 ◽  
Vol 258 ◽  
pp. 01007
Author(s):  
Мarianna Ababkova ◽  
Olga Vasileva
Keyword(s):  
Marketing Strategy ◽  
Consumer Satisfaction ◽  
Methodological Approach ◽  
Marketing Research ◽  
Strategy Implementation ◽  
Public Facility ◽  
Promotion Strategy ◽  
Communication Space ◽  
Local Residents ◽  
Development And Management

This article presents a methodological approach to the development of promotion strategy for a transport hub in a metropolis. In response to the modern megapolises’ growth, transport hubs perform the role of multi-functional public facility, implementing a wide set of not only transport and logistics services, but also a combination of social, shopping and entertainment functions to passengers, both tourists and local residents. The material deals with the concept of transfer hub as a transport and communication space – a territory of human existence and activities, so the issues of integration of promotion tools and marketing strategy implementation are vital on every stage of transfer hub’s existence. The adaptation of the Rodrigue-Notteboom model is proposed with the embedded marketing tools and activities to ensure transfer hub’s functioning as a transport and communication space. The stages of marketing promotion strategy implementation include marketing research of region’s economic and geographical position, traffic development and management, consumer satisfaction, promotion and marketing support of transfer hub’s services and commercial facilities among the population and tourists. The implementation of transfer hub project based on the effective marketing strategy to change certain social and cultural environment and the traffic psychology of the population of the metropolis area.

Car Branding and Communication Strategy Research Based on Microblogging

2014 ◽  
Vol 599-601 ◽  
pp. 1425-1428
Author(s):  
Xin Hui
Keyword(s):  
Marketing Strategy ◽  
Current Situation ◽  
Communication Strategy ◽  
Branding Strategy ◽  
Strategy Research ◽  
Brand Communication ◽  
Marketing Implementation

Through in-depth research on branding and marketing microblogging theory, summarizes the advantages and methods based automotive marketing microblogging branding strategy, analyze the current situation of the car microblogging marketing, implementation and effectiveness of the monitoring of the development of automobile brand communication strategy will be comprehensive exposition, based on theoretical build car branding and marketing strategy microblogging system.

Experiential Marketing to Increase Net Marketing Contribution Margin (NMCM) through Customer Value

2017 ◽  
Vol 2 (4) ◽  
pp. 36-42
Author(s):  
Khusnul Khotimah
Keyword(s):  
Customer Value ◽  
Jel Classification ◽  
Communication Strategy ◽  
Full Potential ◽  
Marketing Communication ◽  
Experiential Marketing ◽  
Contribution Margin ◽  
Business Income ◽  
A Company ◽  
Positive Effect

Objective - Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company. Methodology/Technique - This study examines the calculation of the Net Marketing Contribution Margin (NMCM) in achieving a company's return. The survey shows an increase in total business income in 2014 by IDR 3.59 trillion, and in 2015 by IDR 3.8 trillion. However, the scheduled passenger income has decreased by 20.61%. Findings – The findings show that the ratio of promotions, tickets, and sales expenses to the total number of sales fluctuated between 2009 and 2015. This is contrary to the revenue generated through Experiential Marketing, which continued to increase from year to year. Novelty - The study shows that, without a strong communication strategy, a company may not be able to reach its full potential. Type of Paper - Empirical. Keywords: Customer Value; Experiential Marketing; Net Marketing Contribution Margin (NMCM); Marketing Communication. JEL Classification: M30, M31, M41.

Tihar Jail Products – Branding, Distribution and Communication Strategy

2012 ◽  
pp. 1-18
Author(s):  
Dheeraj Sharma
Keyword(s):  
Public Policy ◽  
Marketing Strategy ◽  
Business Strategy ◽  
Consumer Behaviour ◽  
Communication Strategy ◽  
First Year ◽  
Rehabilitation Centre ◽  
Sales Revenue ◽  
Organizational Behaviour ◽  
The World

Tihar Jail (TJ), one of the largest prisons in the world also functions as a reformation and rehabilitation centre. As a part of this effort, it operates a factory and a baking school in its premises. A consultant had been employed by Tihar Jail to find solutions for the stagnation in sales revenue despite marketing quality products and garnering good reviews from customers. This case is suitable for first-year MBA-level course in marketing management as well as for more-focused courses in product marketing strategy, business strategy, consumer behaviour, organizational behaviour, sales and distribution, or public policy.

scholarly journals EVALUASI PARADE “OGOH-OGOH” SEBAGAI PENDUKUNG PENGEMBANGAN PARIWISATA BUDAYA DI KOTA DENPASAR

2015 ◽  
Author(s):  
Ni Luh Putu Aristrawati
Keyword(s):  
Evaluation Model ◽  
Expert Judgment ◽  
Product Evaluation ◽  
Cultural Tourism ◽  
Strategy Implementation ◽  
Qualitative Approach ◽  
Input Process ◽  
Promotion Strategy ◽  
Cultural Event ◽  
The City

This article discusses the evaluation of giant effigy ogoh-ogohparade based on three aspects, such as the implementationof ogoh-ogoh parade, the contribution of ogoh-ogoh paradeto the development of cultural tourism in Denpasar and toprovide recommendations for strategy implementation of ogohogohparade. This article was used culture tourism theory andevaluation theory. The data presented in this article was collectedthrough observation and is complemented by interviews andother published sources with qualitative approach. The collecteddata analyzed by CIPP (Context, Input, Process and Product)evaluation model, expert judgment and qualitative descriptive.The result shows that parade ogoh-ogoh meet the criteria as anevent that contributes in an effort to realize Denpasar as culturalcity. Ogoh-ogoh parade also contributes as a supporting Denpasarin developing cultural tourism. The implementation strategyof ogoh-ogoh parade can be done through by the competitionstrategy and the increasing promotion strategy. From this articleit can be concluded that as one of the cultural event in Denpasarcity ogoh-ogoh parade can support the development of culturaltourism in the city of Denpasar, although in its implementation itrequires sustain improvement.

scholarly journals How Does Strong Experiential Marketing Affect the Customer Value?

2017 ◽  
Vol 9 (4) ◽  
pp. 89
Author(s):  
Ananta Budhi Danurdara ◽  
Nurdin Hidayah ◽  
Anwari Masatip
Keyword(s):  
Customer Loyalty ◽  
Customer Value ◽  
Structural Equation ◽  
Field Data ◽  
Primary Data ◽  
Equation Modeling ◽  
The West ◽  
West Java ◽  
Experiential Marketing ◽  
Marketing Implementation

The research objective is to get empirical evidences as well as to elucidate the phenomenon so that conclusion can be drawn concerning the implementation of Experiential Marketing in Creating Customer Value at stars’ hotel of 3, 4 and 5 in West Java, Indonesia. This study uses quantitative approach and Structural Equation Modeling was conducted to test the hypothesis. To meet the adequacy of the data, it was decided to have sample of 210 respondents, consisting of hotel customers who were room occupants of 3, 4, and 5 star hotels in the West Java province. Collection of field data in order to obtain primary data was done through observation, deployment questionnaires, interviews and search and collecting documents. The results confirmed the importance of experiential marketing implementation since it can increase customer value, and it also has implications for customer loyalty.

The influence of Islamic attributes and religious commitments toward halal wellness services customer satisfaction and loyalty

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nurdin Sobari ◽  
Andyan Kurniati ◽  
Hardius Usman
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
User Satisfaction ◽  
Religious Commitment ◽  
Experiential Marketing ◽  
Content Type ◽  
Goods And Services ◽  
Customer Preferences ◽  
Practical Implications ◽  
Customer Satisfaction And Loyalty

Purpose This study aims to analyze the behavior of Indonesian Muslim consumers toward halal wellness services, especially to determine the effect of Islamic attributes providing halal wellness services and customer religious commitment as a moderating variable on customer satisfaction and loyalty. Design/methodology/approach The study was carried out by surveying 260 respondents from 13 Muslim salon outlets in the Jabodetabek area as research samples. Furthermore, a quantitative approach with moderated regression analysis is used as an analytical tool to test the research hypothesis. Findings The study found that embedding Islamic attributes in a halal service correlated positively with customer satisfaction. Four of the six dimensions of Islamic attributes that provide halal wellness services have a significant influence on customer satisfaction and loyalty. In addition, it was found that the moderating effect of religious commitment variables was only significant on two Islamic attributes, namely, Muslim goods and services and halal labeled products. Research limitations/implications This study was conducted with samples taken from only one brand of muslimah salon in Jabodetabek area. So that generalization needs to be done with caution. Practical implications The paper includes implications for the marketing strategy of halal wellness services industry including the importance of experiential marketing strategy, the moderation between fiqh law compliance and customer convenience and the service customization based on customer preferences. Originality/value This paper gives an understanding of the behavior of halal wellness service users on how halal service attributes affect user satisfaction and loyalty.

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