ankita pandey

CIMP Page 1 Talisma Corporation Pvt Ltd.

The ‘WOW’ factor – Role and impact of new age technology towards

enabling an extended experiential approach in marketing

An analysis and outlook

Delivering CEM for your business

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS

OF THE DEGREE OF POST GRADUATE DIPLOMA IN MANAGEMENT

CHANDRAGUPT INSTITUTE OF MANAGEMENT PATNA

BY

ANKITA PANDEY

ROLL NO. - 60009

PGDM [2013-2015]

10- JUNE-2013


Synopsis

It has been a very learning experience to complete my summer internship project with

“Talisma Corporation Pvt Ltd.” The project given to me was to study the role and impact of

new advanced technology in Experiential Marketing.

Firstly I was supposed to study about the different experiential strategies that the brands are

using in order to increase their sales and revenue and at the same time giving their customers

memorable experience. Some of the top brands that are using this experiential marketing

approach include Adidas, Coca Cola, Sprite, Mahindra etc. Experiential marketing is not an

easy approach to implement; it’s a costly method to attract customer’s attention and therefore

requires clear cut methodology for its operation. Many companies are using several

technologies in experiential marketing in order to provide customer better and convenient

buying options ease. Some of the top emerging technologies are Near Field Communication

(NFC), Augmented Reality (AR), Quick Response Codes (QR). These technologies not

only provide convenient buying option to the customer but also same their time and energy

which finally leads to better customer experience. PVR, Bangalore metro, Hyderabad

railways are using these technologies and are able to give quick and better experience to their

customers.

The use of these technologies in India is very limited. My task was to study about all these

technologies in detail: analyze if these technology can give better customer experience or not

and to what extent these technologies are implemented in Indian market. The project also

gives an insight about the whether several sectors in India are now ready to make use of this

technology, are they ready to invest in it and what could be their probable ROI. The project

also gives an idea about what are the main benefits of using this technology, and how long

the Indian market will take to implement this in full swing.


DECLARATION

This is to certify that this report entitled “The ‘WOW’ factor – Role and impact of new age

Technology towards enabling an extended experiential approach in marketing – An

Analysis and Outlook” submitted by ANKITA to “Chandragupt Institute of Management

Patna”, as a requirement for the award of the Post Graduate Diploma in Management is a

record of research work carried out by him under our supervision. The contents of this report,

in full or in parts, have not been submitted to any other Institute or University for the award

of any degree or diploma.

Mr. Devdutt S Manay,TALISMA, Bangalore ____________________

Prof. Anup Raj, Faculty CIMP __

Date: ___________________

Patna


TALISMA CORPORATION PVT LTD

BANGALORE

CERTIFICATE

Certified that this Project titled “The ‘WOW’ factor – Role and impact of new age

technology towards enabling an extended experiential approach in marketing – An analysis

and outlook” is a bona fide work of ANKITA, PGDM (2013-2015), done at TALISMA,

Bangalore for the duration of eight weeks from 10th

April, 2014 to 10th

June, 2014 at

Bangalore as part of the requirements for the award of Post Graduate Diploma in

Management submitted to Chandragupt Institute of Management Patna.


ACKNWOLEDGEMENT

This project is a collective work of many individuals and would have not been possible

without their support. It has been a wonderful experience working at Talisma Corporation

Pvt Ltd. This project report would not have seen the light of the day without the goodwill

and support of the people around.

As a student of “Chandragupt Institute of Management Patna” I would like to sincerely

acknowledge the contribution of all those people who have directly or indirectly, been

instrumental in helping me complete this project

I have been lucky enough to have mentors who have not only guided me but also encouraged

me to think on my own and broaden my horizon of knowledge. In this context, I would like to

extend my sincere thanks to my mentor Devdutt S Manay, Marketing Manager at Talisma

Corporation Pvt ltd. whose valuable guidance and insight was of great help.

I also want to acknowledge the help extended by Mr. Sai Narayan, Vice-President,

Marketing for sharing his valuable knowledge and helping me throughout the project.

Besides this I had very fruitful discussions during the entire duration of the project with my

faculty members and my academic mentor Prof Anup Raj. I want to thank them for guiding

me and suggesting me ways to improve my project throughout.

I owe my sincere thanks to Dr.V.Mukund Das, Director CIMP for providing his motivation

and guidance for this summer project.

Ankita Pandey

PGDM (2013-2015)

Chandragupt Institute of Management Patna


Table of Contents 1.0 Objective: .......................................................................................................................................... 8

1.1 Scope: ............................................................................................................................................ 9

1.2 Methodology: ................................................................................................................................ 9

2.0 Talisma Overview ........................................................................................................................... 11

3.0 Introduction ..................................................................................................................................... 12

3.1 Reasons for choosing these verticals .......................................................................................... 13

3.1.1 Retail: ................................................................................................................................... 13

3.1.2 Banking: ............................................................................................................................... 13

3.1.3 Airports: ............................................................................................................................... 14

4.0 Vertical’s overview .......................................................................................................................... 14

4.1 Retail ........................................................................................................................................... 15

4.2 Banking ....................................................................................................................................... 16

4.3 Airports ....................................................................................................................................... 17

5.0 Customer experience ....................................................................................................................... 18

5.1 Life cycle of a customer .............................................................................................................. 19

5.2 Importance of customer experience management (CEM) .......................................................... 20

5.3 Steps to better customer experience management ................................................................... 20

5.4 Tools of customer experience Management .............................................................................. 21

6.0 Experiential Marketing .................................................................................................................... 22

6.1 Why brands use experiential marketing ..................................................................................... 22

6.2 Elements of experiential marketing ............................................................................................ 24

6.3 Requirements of a successful experiential marketing campaign ............................................... 25

6.4 Experiential marketing takes product introduction to a higher level ......................................... 26

6.5 Risks involved with experiential marketing ................................................................................ 28

7.0 Successful experiential campaigns .................................................................................................. 29

7.1 Campaign Title: American Express Presents Dinner in the Sky................................................... 29

7.2 Campaign Title: Coca-Cola light Sampling: Live Vending Machines ........................................... 31

7.3 Campaign Title: Nickelodeon's Slime across America ................................................................. 32

8.0 Emerging Technologies ................................................................................................................... 35

8.1 NFC (near field communication) ................................................................................................. 35

8.1.1 Advantages of NFC ............................................................................................................... 36


8.1.2 Disadvantages of NFC .......................................................................................................... 37

8.1.3 Brands that uses NFC ........................................................................................................... 38

8.2 Augmented Reality ...................................................................................................................... 38

8.2.1 Advantages of augmented reality ........................................................................................ 39

8.2.2 Disadvantages of AR............................................................................................................. 40

8.2.3 Brands using augmented reality .......................................................................................... 41

8.3 QR Codes ..................................................................................................................................... 41

8.3.1 Advantages of QR codes ...................................................................................................... 43

8.3.2 Disadvantages of QR Code ................................................................................................... 45

8.3.3 Brands using QR codes: ........................................................................................................ 46

9.0 Research involved ........................................................................................................................... 47

9.1 Research findings (Brand Managers): ......................................................................................... 48

9.1.1 Awareness/Usage Observations: ......................................................................................... 48

9.1.2 Technology observations: .................................................................................................... 49

9.1.3 Budget observations: ........................................................................................................... 51

9.1.4 Objective of Experiential marketing observations: .............................................................. 52

9.1.5 Marketing observations: ...................................................................................................... 54

9.1.6 Risk involved observations: .................................................................................................. 55

9.1.7 Final question: ...................................................................................................................... 56

9.2 Research Findings (Solution providers): ..................................................................................... 57

9.2.1 QR Codes Observations ........................................................................................................ 58

9.2.2 Augmented Reality observations ......................................................................................... 59

9.2.3 Near Field Communication Observations ............................................................................ 61

10.0 Vertical’s comparison:................................................................................................................... 62

11.0 Recommendations: ....................................................................................................................... 65

12.0 What’s in it for Talisma ................................................................................................................. 66

13.0 Appendix: ...................................................................................................................................... 68

13.1 Questionnaire (Brand Managers) ............................................................................................. 68

13.2 Questionnaire (Solution Providers)........................................................................................... 73

14.0 Cover Letter: ................................................................................................................................. 76

15.0 Bibliography: ................................................................................................................................. 78


List of Diagrams/Graphs

Figure 1: Investment in retail sector (All figures in $ Bn) .................................................................... 15

Figure 2: Actual deposits in banks (All figures in rupees Bn) .............................................................. 16

Figure 3: Total Air passengers (All figures in Bn) ............................................................................... 17

Figure 4: Customer's Desired Experience ............................................................................................. 18

Figure 5: Life cycle of a customer ........................................................................................................ 19

Figure 6: Most Significant Anticipated Result of Experiential Marketing Is “Engagement” ............... 23

Figure 7: American Express Presents Dinner in the Sky ...................................................................... 30

Figure 8: Coca-Cola light Sampling campaign ..................................................................................... 31

Figure 9: Nickelodeon's Slime across America campaign .................................................................... 33

Figure 10: Near field communication ................................................................................................... 35

Figure 11: Augmented Reality .............................................................................................................. 39

Figure 12: Quick Response Code.......................................................................................................... 42

Figure 13: Awareness/usage observations ............................................................................................ 49

Figure 14: Technology Observations .................................................................................................... 51

Figure 15: Budget Observations ........................................................................................................... 52

Figure 16: Objective of Experiential marketing observations .............................................................. 54

Figure 17: Marketing observations ....................................................................................................... 55

Figure 18: Risk involved observations.................................................................................................. 56

Figure 19: Is India ready? ..................................................................................................................... 57


1.0 Objective:

1-Analyzing

Main objectives of Experiential Marketing

Budget assigned for Experiential Marketing

Extent of implementation of Experiential Marketing (Indian Context)

2-Examining

The awareness of the technologies

Extent of implementation of technologies in Indian market

3-Recommendations for brand managers

1.1 Scope:

Observing and analyzing the scope of experiential marketing

Study technology usage in three booming sectors of India: - Retail, Banking, Airports

Suggesting these sectors different marketing strategies

Examining and finding issues that hamper technology’s use in marketing

1.2 Methodology:

Part I

Secondary data study on experiential marketing and different case study on successful

campaigns run by various brands worldwide


Forming questionnaire to examine the extent of implementation of Experiential

Marketing

Circulating these to the Marketing Managers of retail, banking and airport sectors

Using email and call as mode of communication to get inputs from them

Part II

Forming questionnaire for each technology to examine the objective, budget and

future of these technologies in India

Circulating them among the technology solution providers

Using email and call as mode of communication to get inputs from them


2.0 Talisma Overview

Talisma Corporation Pvt. Ltd., a wholly owned subsidiary of Campus Management

Corporation, is the leading Customer Relationship Management (CRM) software solutions

provider. Talisma enables organizations to globally deliver an exceptional customer

experience throughout the customer lifecycle. Talisma solutions improve customer

satisfaction by integrating the power of email, phone, chat, SMS text messaging, print, portal,

and Web self-service with a robust and mature Web services platform, comprehensive

analytics, and a system-wide knowledgebase. With thousands of customers, Talisma serves a

variety of industries through its vertical solutions including ITeS-BPO, telecommunications,

distribution, education, BFSI (Banking, Financial Services, and Insurance), government,

healthcare, technology, hospitality, communication services, travel, legal, manufacturing,

media, retail, services and support, transportation and utilities.

Talisma is based in Bangalore, India with offices in Mumbai, Chennai, Delhi, and Kolkata.

Headquartered in Boca Raton, Talisma’s global presence ensures branches across North

America and Asia-Pacific. Since its first product release in 1998, Talisma has obtained an

impressive global customer base across a variety of vertical markets.

Talisma’s vertical solutions ensure leadership through key differentiators that highlight

Talisma’s multi-channel approach – enduring and profitable customer relationships, increased

customer satisfaction and loyalty, and reduced corporate operational costs.


3.0 Introduction

Experiential marketing is all about engaging customer’s emotions.

Engagement marketing, sometimes called "experiential marketing," "event marketing",

"live marketing" or "participation marketing," is a marketing strategy that directly engages

consumers and invites and encourages consumers to participate in the evolution of a brand.

Now-a-days brands are struggling in their ability to get to the next level of sales, revenue and

profits. Email, direct mail, telemarketing—all of these tactics can be effective but their

returns are diminishing. Companies looking for ways to get, keep, and grow customers need

to find new ways to create, maintain, and build incremental value from customer

relationships. Here comes the role of experiential marketing.

The project revolves around experiential marketing and the technologies used in providing

the customers better customer experience overall.

I have chosen this project as it’s an interesting field to study about the new emerging

technologies and how they can help in sustaining and evolving some of the important sectors

of our Indian economy. These technologies are using on a large scale in other countries and

are being applauded by the customers of those countries. This has made their life much easier

and simpler.

The verticals that I have chosen as my area of study are-

a. Retail

b. Banking

c. Airports

http://en.wikipedia.org/wiki/Consumer

http://en.wikipedia.org/wiki/Brand

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3.1 Reasons for choosing these verticals

3.1.1 Retail:

Retail sector is facing huge competition from ecommerce sector. There is a battle between

online retailers and brick-and-mortar People now prefer to buy more from online stores as it

is more convenient as well as it serves as a time saver to them in this busy and hectic life

schedules. The e-commerce industry is booming, challenging long standing retailers, many of

which are looking for ways to stay relevant.

So it is the need of the hour that retail sector should start using some of the advance

technologies that could provide the benefits of ecommerce i.e. convenience and time saver

which can finally result into better customer experience.

Forty-four percent of total retail sales will be influenced by the Web by 2016. With

consumers actively relying their devices as a shopping tool to price compare, research and

buy, this presents a strong case for mobile Web and applications.

3.1.2 Banking:

Banking has always been one of the most important sectors of Indian economy but it has also

been considered as one of the most rugged sector by the customers. Banking has always been

a conservative sector. People do not find convenient to use this sector more often but they can

also not survive without using banking.

Due to this there has been a tremendous increase in use of online banking and so in order to

compete with online banking this sector need to use the technologies at a faster rate.


3.1.3 Airports:

Airport has always been an important sector to study about customer experience. Customers

are very much associated with this sector and it has always been a challenge for the airport

management to meet to the expectations of the customers.

New build in technologies can give better convenient service which can finally result into

customer experience.


4.0 Vertical’s overview

4.1 Retail

The India Retail Industry is the largest among all the industries, accounting for over 10 per

cent of the country’s total GDP and around 8 per cent of the employment. The Retail Industry

in India has come forth as one of the most dynamic and fast paced industries with several

players entering the market. The India Retail Industry is gradually inching its way towards

becoming the next boom industry.

Figure 1: Investment in retail sector (All figures in $ Bn)

Major players of retail sector in India are-

a) Future group

b) Reliance Trends

c) Shoppers Stop

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4.2 Banking

In the early 1990s, the then Narsimha Rao government embarked on a policy of liberalisation,

licensing a small number of private banks. This move along with the rapid growth in the

economy of India revolutionized the banking sector in India which has seen rapid growth

with strong contribution from all the three sectors of banks, namely, government banks,

private banks and foreign banks.

Figure 2: Actual deposits in banks (All figures in rupees Bn)

Major Banks in India are-

a) Axis bank

b) HSBC

c) ICICI

d) Central Bank

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4.3 Airports

Major airports in India offer both domestic and overseas flights. The airport transportation

network of the country effectively fulfils the needs of a large number of tourists and visitors

who are arriving in the country from distant locations. The travel and tourism sector of the

country is thriving at a rapid pace. This is making a significant contribution to the economic

development of the country in a special way. The country is home to over 20 international

airports and various national airports.

Major Airports in India are-

a. Chattrapati Shivaji International Airport, Mumbai

b. Indira Gandhi International Airport, New Delhi

c. HAL Airport, Bangalore

Figure 3: Total Air passengers (All figures in Bn)

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5.0 Customer experience

Customer experience is the relationship that a customer has with any brand/product/service. It

is the total of all experiences a customer has with a supplier of goods and/or services, over the

duration of their relationship with that given supplier. This can include awareness, discovery,

attraction, interaction, purchase, use, cultivation and advocacy for the given product/service.

It’s a complex process of understanding the organization’s relationship with the supposed

customers. When defined effectively, customer experience eases customer acquisition, drives

customer loyalty and improves customer retention.

In other words customer experience is the added value that a customer seeks or can derive by

interacting with any given brand + product + service

Figure 4: Customer's Desired Experience

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5.1 Life cycle of a customer

Figure 5: Life cycle of a customer

Reach: Trying to get the attention of the people we want to reach - the target

audience.

Acquisition: Refers to Attract and bring the reached person (the target audience) into

the influence sphere of our organization.

Conversion: Refers to the stage when the people we reach or have a more established

relationship with, decide to buy something from us.

Retention: Refers to keeping the customers and trying to sell them more.

Loyalty: Loyalty refers to trying to make the customer to become more than a

customer: a loyal partner and even a ‘brand advocate’ the one who recommends the

product/service to the non-users.


5.2 Importance of customer experience management (CEM)

The concept of customer experience may sound idealistic, but anyone who dismisses it as

such is painful. In fact, customer experience has become a critical differentiator in today’s

hyper competitive, hyper connected global market. There’s tangible business value in

managing the customer experience effectively and efficiently. Good CEM can:

Strengthen brand preference through differentiated experiences.

Boost revenue with incremental sales from existing customers and new sales from

word of mouth.

Improve customer loyalty (and create advocates) through valued and memorable

customer interactions and lower costs by reducing customer churn.

5.3 Steps to better customer experience management

Step1- Understand the need, want and preferences of your target audience

Step2- Establish the economic frameworks to understand and prioritize the impact of sales,

marketing and service decisions

Step3- Track customer behaviour, distil pattern and adopt to accommodate shifts

Step4- Develop needs nurturing and customer management plans for target audiences

Step5- Develop customer-centric information architecture

Step6- Deploy workflow-based tools to marketing sales and service stakeholders group

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Step7- Create a customer experience map to optimize touch points

5.4 Tools of customer experience Management

It refers to the various methods of evaluating customer’s experience. Some of the tools are-

1-Customer feedback management – apart from the employees, a customer is well aware of

the fact that what’s working and what isn’t working for the company.

Ensure they have several ways to tell. It’s not just surveys – it’s simple techniques like

calling some random customers to find out about their experience; providing anonymous

numbers to call to leave feedback or contact forms on web sites. Surveys are great, but they

often lack some important questions that customers are willing to answer.

2-Behavioural Analytics - Which search terms are being used? Does there is an increase in

online sales after a customer visits one of your stores? There are many ways to consider

actual behaviour, not just metrics. If customers are searching for a customer experience issue-

a specific help term. It might be time to make use of it.

3-CRM (customer relationship management) - is the idea of a centralized, accessible place

to track individual customer relationships throughout the company.

4-Customer experience suggestion box - does not necessarily mean a box, it can be any

intranet section or any email address. Review the suggestions provided by the customers and

have a continuous track on their thought and feedback.


6.0 Experiential Marketing

Experiential marketing is a type of advertising that focuses primarily on helping consumers

experience a brand/product/service.

While traditional advertising (radio, print, television) verbally and visually communicates the

benefits of the products and brands, experiential marketing tries to engage the consumers

within the product by engaging all possible human senses. In this way, experiential marketing

can encompass a variety of other marketing strategies from individual sampling to large-scale

marketing.

In the end, the major goal of experiential marketing is to form a memorable and emotional

connection between the consumer and the brand so that it may generate customer loyalty and

influence purchase decision and can help in retaining the loyal customers.

6.1 Why brands use experiential marketing

Brands most often use experiential marketing either to enhance or complement a traditional

advertising campaign or to stand out at a popular event or conference. However, as honest

internet power is gaining more and more influence, many brands have started executing

experiential marketing campaigns that exist on their own.

Some of the important objectives of experiential marketing are

Increase sales

Build Relationships

Produce Interaction

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Verify Target Audiences

Increase Awareness

Increase Relevance

Create product desire

Stimulate positive word of mouth

Increase Loyalty

Increase Trial

Create Memories

Figure 6: Most Significant Anticipated Result of Experiential Marketing Is

“Engagement”

0 20 40 60 80 100

Engagement

Giving positive experience

Increased product sales

Get prospects attentions

Word of mouth

Increase desire

Change prospect's opinion

Plan Approve Implement

Evaluate

No involvement

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6.2 Elements of experiential marketing

1-Experiential marketing makes your brand charismatic

Think of a brand experience like a children’s museum where kids can walk up and interact

with exhibits rather than just look at the paintings or the photographs or the sculpture. As any

docent will tell you to get children to understand art you must translate it to terms they

understand and can relate to.

2-Experiential marketing makes your brand circumstantially important

The use of connected devices locates your potential customer in the given space and time.

This translates the need to create social media and content marketing that’s contextually

relevant to where your prospect is and what he or she is doing. For marketers, this means that

the customers truly understand your marketing persona and your social media buyer persona.

3-Experiential marketing makes your brand sentimental

In the process of experiencing your brand, potential buyers connect themselves emotionally

with your products and services. As a result, they are able to gather additional purchase-

related information that generally goes much and more beyond a marketing defined

explanation of benefits. The experience narrows the time gap between the zero, first and

second moments of truth. Specifically, prospects gather hands-on practical knowledge of

your concerned brand.

http://heidicohen.com/marketing-persona/

http://heidicohen.com/social-media-buyer-persona/


4-Experiential marketing makes your brand memorable and reputable

Further and more important from the marketing perspective, is that the customers talk

passionately about your offering creating word-of-mouth both in real life and on social media

platforms. This amplifies your credibility and customer starts trusting your brands because in

a world where customers don’t believe in advertising, it’s not what you the marketer say but

rather what your customers talk about.

5-Experiential marketing makes your brand pleasurable and popular

With the increased ownership and use of mobile devices, both smart phones and tablets,

consumers are more able to enhance and share their product experiences with other potential

customers. In the process, they can gather additional product information, can capture images

and videos, can connect themselves with family, friends and colleagues, and can also share

their opinions via social media.

6.3 Requirements of a successful experiential marketing campaign

By and large, a successful experiential marketing campaign should satisfy most, if not all, of

the following bullet points:

1-Product tie-in is a must: Whether it’s through the use of the product itself (Globetrotter,

Milka) or an explicit tie-in with the brand (the high energy nature of James Bond and Red

Bull), any experience targeting prospective customers needs to weave in a selling aspect. It’s

not enough to simply entertain customers; they also need to be motivated in some way to

investigate and purchase the product.


2-Creativity above all else: As we saw with the mug shot photo booth, things that capture

people’s imagination to the point where they simply must share it is a key ingredient to a

successful campaign. Companies have spent millions on failed tests simply because they

thought money would bring attention to a boring, unoriginal angle.

3-Conducive to building a crowd: Great experiences are shared, either by drawing a crowd

to watch (James Bond) or by creating an experience that is better when shared with others.

You can imagine the flugtag event being a bust without the competitive element, or that the

mug shot attraction could have tanked if it had been made a private (rather than open)

photobooth area.

4-Listen to feedback: What good would Globetrotter’s freeze rooms be if they didn’t listen

to customer feedback? Even fun campaigns can get customers talking about products in ways

that you might not expect, and if nothing else, you can learn what does and does not resonate

with your audience in terms of keeping their interest.

Ultimately, the best ideas and execution will come from knowing your industry and your

market well. If you can check off the list above, you are certainly covering all your bases for

success.

6.4 Experiential marketing takes product introduction to a higher level

Here's a five-step strategy:

1-Gather initial customer data


The company would first mine its database to determine who the best potential customers are

for their new product. By determining how often people buy their new developed product, it

can easily determine the customers who are poised for a new purchase. Then the company

will analyze its current top 10 markets through Internet and through retail purchase reports.

The company can now also invite qualified the potential buyers in those markets to

"experience" their new product.

2-Plan an event

The company now needs to determine how potential customers can have an emotional and

deep experience with the new product. The company may choose to organize a launch event

in each selected market during which potential customers could not only try the new product,

but they could also learn about new advancement in that particular activity or field. The key

here is to give customers an experience that not only showcases the product/service and

brand, but also gives them other relevant and important information that can be helpful to

them.

3-Optimize the audience

Next the company would determine how to take that customer list and add prospects to its

experiential project. Maybe the current customer invitations can bring a friend or business

associate. The issues here are keeping the event intimate enough so that the customers can not

only experience all those events and product offers, but also inviting enough customers to

generate potential leads.

4-Optimize the event


The company is required to collect as much data as it can on the site from the attendees,

which includes how they rate the event and how likely they are ready to purchase the new

product developed and brought by the company. That information should be collected into

the database and should be analysed afterwards.

5-Follow up

After they've been qualified at the event, company should have a new, cleaner set of data that

provides a valuable potential customer list. Now the task of sales team starts. Before this

point, there is no aggressive selling. Everything that the company has done up to this point

should have been about setting up a strong relationship between customers and the

experience.

6.5 Risks involved with experiential marketing

There is strong agreement that the big play of experiential marketing is engagement.

However, there are differences of opinion in exactly what dimension of engagement is

accomplished. People who implement experiential marketing have different expectations for

its results than people who evaluate it. Professionals who are using experiential marketing are

enthusiastic about its potential, although not without the caution that best practices in strategy

and implementation must be followed.

Marketing professionals as well as clients who are novices to experiential marketing may

have to mount a learning curve, which includes participation in experiential marketing, in

order to understand and appreciate the significant engagement results that it can deliver.

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7.0 Successful experiential campaigns

7.1 Campaign Title: American Express Presents Dinner in the Sky

Agency: MacLaren Momentum, Canada

Client: American Express Canada

Campaign Objectives

The objectives for Amex’s Dinner in the Sky were:

Drive reappraisal by generating consumer demand via a pull program.

Generate awareness, relevance and desire for the brand.

Demonstrate the concept of “Access” to prospects in a tangible manner, specifically

providing a great experience around a key Prospect passion point, dining.

Campaign Description

There was a plan for dinner in the sky. This would be an innovative, buzz-worthy and

unmatchable event – a dining experience 150 feet above downtown Toronto at Dundas

Square. Twenty- two lifts were planned, featuring gourmet cuisine and appearances by

celebrity chefs.Card member seats were filled within 3 hours, and General Public Seats filled

in 6.5 hours. Hits to thewww.americanexpressmyplanet.ca hub page spiked 7,000% on the

first day of the hotline.

Every diner also had a souvenir photo of the experience taken upon touchdown.


Figure 7: American Express Presents Dinner in the Sky

Results

Overwhelming Press coverage

33,533,480 impressions with traditional media

Full page articles in all major dailies and in all major broadcast news, radio and

online outlets.

Non-traditional media coverage included 21 blogs, 3 YouTube posts with 1,259

views, 112 Flickr image posts and 30 tweets on Twitter with 75,462 readerships

(Flickr plus Twitter).

Traditional media qualitative: 76% Amex mentioned; 95% key message inclusion.

Of articles mentioning Amex, %100 were exclusive. 100% of coverage positive in

tone. Overall MRP score of 86%.


Blogs qualitative: 66% Amex mentioned; 88% key message inclusion; 83% image or

photo inclusion; 66% included a link or call to action; 100% positive in tone. Overall

score of 80.6%.

7.2 Campaign Title: Coca-Cola light Sampling: Live Vending Machines

Agency: Action! Agency, Russia

Client: Coca Soft Drink Consulting

Campaign objective: Stimulate brand preference within key consumption occasions - at

work, leisure out of home, on-the-go.

Campaign description: 'Live' Vending Machines – Machines which gave out samples to

consumers literally by human hands. Sampling execution via 'Live' Vending Machines

transformed a brand massage 'make your conscious choice' into brand experience. In order to

get a refreshing Coca-Cola light sample, consumers made their choice by pressing one of six

buttons on the machine – 'enjoy the flavour', 'minimum calories', 'original ideas', 'refreshing

break' and others. As soon as the button was pressed, human hands appeared, opened the

chilled product sample and gave it away to an excited consumer.

Figure 8: Coca-Cola light Sampling campaign


Results:

1,000,000 samples were given out to customers in 4 cities using 5 channels in 243 unique

locations. The cost per contact in the executed campaign was only 3% higher then if the

sampling would have been executed in tradition way.

7.3 Campaign Title: Nickelodeon's Slime across America

Agency: Oasis, USA

Client: Nickelodeon

Campaign Objectives

Bring an authentic Nickelodeon experience to kids and families in top DMAs across

the country.

Provide kids with a hands-on interaction with Slime right in their own backyard.

Reinforce Nickelodeon’s role as a key player in the music arena for kids and teens

through partnership with Sony BMG

Promote convergence across Nickelodeon’s consumer products, digital and television

properties.

Provide a marketing vehicle for sponsors and affiliates to promote their brands and

products.

Campaign description

The 15 city grassroots mobile marketing campaign focussed on consumer’s driven events at

high profile outdoor locations. A fully interactive18-wheelslime mobile featured five sliming


feature and played host to Nickelodeon style game shows. Free live performances with

Nickelodeon / Sony BMG musical artists like which generated media interest and drove

traffic to events.

Every kid who participated in one of the festival activities received a Slime Pass to use at

home to download their videos at the official Slime across America website. Product

giveaways, premiums and enter-to-win contests created additional awareness for Nickelodeon

consumer products, program specials, feature films and recreation properties.

To further ensure strong attendance and in-market brand visibility, Nickelodeon blanketed

venues and cities with posters and flyers, dispatched street teams and conducted media

outreach to local broadcast and online outlets. Honorary sliming of local government

officials, radio, television and sports personalities sparked local media interest and generated

post-event coverage.

Figure 9: Nickelodeon's Slime across America campaign


Results

The 15-city tour reached over 30,675 kids, teens and adults and dispensed more than

345 gallons of slime in the process.

Kids recorded over 3,000 user-generated videos with a 38% retrieval rate at

Nick.com. And 47% forwarded their videos to friends.

Over 30,000 Nickelodeon and sponsor premiums were distributed.

Public relations efforts generated over 20MM impressions across print, broadcast and

online media outlets including the Chicago Tribune, LA Times and New York Times.


8.0 Emerging Technologies

8.1 NFC (near field communication)

Near Field Communication (NFC) is a wireless connectivity technology that enables short-

range communication between any electronic devices. NFC offers the ultimate in

convenience for connecting all types of consumer devices and enables rapid, easy and time

saving communications. It is the easy way for controlling data in our increasingly complex

and connected world.

Figure 10: Near field communication

Ankita Pandey

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8.1.1 Advantages of NFC

1-Natural connectivity

NFC provides a more natural method for connecting consumer devices, broadening the scope

of networking applications. Just as you would walk across a room full of people to have a

private conversation with someone, rather than shouting across it so that everyone could hear,

NFC uses this principle to link two devices. By offering increased convenience for the user

when interacting with multiple consumer devices

2-Zero configuration

With NFC, two devices that are close together can automatically initiate a ‘conversation’.

NFC delivers effortless interconnection between consumer devices, such as mobile phones,

AV (Audio Visual) equipment, digital cameras, PDAs, set-top boxes and computers. With

NFC there is no longer any need for users to navigate through complex setup procedures

when transferring data between consumer devices.

3-Smart key access

NFC is fully compatible with both Philips’ MIFARE® and Sony’s Felica contactless smart

card platforms. These proven systems provide a solid foundation for the introduction of NFC-

enabled devices. This enables NFC devices, like your mobile phone or PDA, to act as an

electronic key to access your home, office, or car, or to pay for – as well as to act as – your

transport ticket.

4-Enabling mCommerce


Mobile eCommerce is a vast area of activity, covering any transactions involving monetary

value conducted via an electronic device such as a mobile phone. Offering consumers the

possibility to make any sort of electronic payment wirelessly, NFC-enabled mobile devices

are well placed to become the heart of eCommerce.

8.1.2 Disadvantages of NFC

1-Expensive: It may prove to be much too expensive for companies to adopt NFC-enabled

technology; to purchase and maintain related machines and other equipment. While large and

well-established companies such as Starbucks have successfully incorporated the technology

within itself; the smaller companies could find it difficult to sustain their existing turnover

and enhance profits. Installing the hardware and software and hiring technicians to maintain

the same could result in spiralling expenses for the concerned company.

2-Not Advantageous Enough: Most of the latest smart phones and tablets are NFC-enabled.

This should have encouraged retailers and B2B companies to readily adopt this system.

However, due to cost issues and other complications, not many smaller and mid-sized

companies are prepared to receive the latest technological developments. Unfortunately, these

companies and retailers are at a disadvantage, as they stand to lose current customers looking

for easier, more integrated and contactless methods of payment.

3-Lack of Security: While NFC transactions are undoubtedly more secure than regular credit

card payments,this technology is not completely free from risk. Rapid evolution in

technology always comes with an equally powerful negative consequence. Mobile phone

hacking is now rampant and attackers are coming out with newer methods to gain

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Unauthorized access into users’ personal, social security and financial data stored therein.

This makes the entire system vulnerable and insecure. The obvious lack of security could

discourage both users and companies from warming up to this technology in the near future.

4-Not enough incentives: Retailers without NFC devices are at disadvantage compared to

those who have integrated enabled devices.

Evidently, this drives consumers towards business that provide the convenience of using a

wireless wallet.

8.1.3 Brands that uses NFC

Clear channel, starbucks, Maverik, Samsung, Sony, Philips, Nokia, Yebhi.com

8.2 Augmented Reality

Augmented reality (AR) is a technology that allows for a digitally enhanced view of the real

world, connecting you with more meaningful content in your everyday life. With the camera

and sensors in a smart phone or tablet, AR adds layers of digital information – videos, photos,

sounds – directly on top of items in the world around us.

An augmented reality system generates a composite view for the user that is the combination

of the real scene viewed by the user and a virtual scene generated by the computer that

augments the scene with additional information.

Today Augmented Reality is used in entertainment, military training, engineering design,

robotics, manufacturing and other industries.

Ankita Pandey

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Figure 11: Augmented Reality

8.2.1 Advantages of augmented reality

1-It is unique / different – The novelty factor of such applications will obviously wear off as

more and more are created and used, but for the meantime, the onus is on brands to make the

most out of this exciting technology and extend it from infancy. The possibilities of

augmented reality are only just being explored, and new developments are likely to achieve

further exposure.

2-Personalisation – The concept of uploading your own media helps to create a highly

personalised piece of media for the user. It relates specifically to them, which is likely to be

far more engaging than a standard video or image.

3-Virality – The novelty factor mentioned above will surely enhance users’ desire to share

their creation with their extended networks, and the fact that the content is personalised will

only add to its advantage.


4-Content – It’s likely that the vast majority of users wouldn’t possess the ability or expertise

to create a complex video like the ones created by augmented reality tech. Augmented reality

apps allow users to create a quality piece of content that they wouldn’t otherwise be able to

create themselves.

5-Interactivity maintains a viral loop – As well as being high quality, the content created

by augmented reality applications is highly entertaining and fun. The element of surprise that

is achieved when sharing such content makes for very entertaining viewing by other users,

stimulating them to create their own version and share it once again and completing the viral

loop.

8.2.2 Disadvantages of AR

1-Profiling: The use of facial recognition technology, combined with geo-location and

augmented data will lead to a seamless integration of our online and offline lives. As a result

of these developments, a person walking around in the physical world will no longer just be a

person, but will be their physical self along with a digital profile and other information that

either the person itself or others make available online. Imagine being singled out for

additional security screening at the airport because of it.

2-Unauthorized Augmented Advertising: Advertisers and tech companies are drooling

over the possibilities of monetizing objects & spaces in the physical world by augmenting

digital ads onto them in real-time.

3-Augmented Behavioural Targeting: Ad targeting based on real world behaviour using a

combination of geo-location data & publicly self-disclosed information via social media

services is just around the corner.

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4-Physical danger: Augmented Reality, like any mobile media technology presents some

real physical safety issues. If you think mobile phones are currently a distraction while

driving a car, think of an augmented windshield feeding you driving directions, along with

more data about your surroundings than you may need. Or imagine crossing a busy street in

an unfamiliar neighbourhood, while simultaneously using an Augmented Reality interface to

look for that hot new restaurant, checking out what people are tweeting about it and being

bombarded with ads through it all.

5-Spam: Yes — where there is a marketing opportunity, there will be spam, deceptive

advertising techniques and social engineering tricks to dupe gullible consumers into paying

for things they don’t really need. If you think too many legitimate Internet companies (that

are sensitive to your privacy concerns) are harvesting all the data you publicly share on the

Internet, there are even more scammers out there doing the very same thing. Be ready to be

tricked and duped by too good to be true augmented offers in the real world — offers that

will lure you in ways that unsolicited email from online pharmacies or belly-fat banner ads

only wish they could.

8.2.3 Brands using augmented reality

Mahindra & Mahindra, Godrej Interio, Shopper’s Stop, Parle Agro, McDonalds India

8.3 QR Codes

QR code is a trademark for a type of matrix barcode (or two-dimensional barcode)


A barcode is a machine-readable optical label that contains information about the item to

which it is attached. They use to take a piece of information from a transitory media and put

it in to your cell phone.

A QR code uses four standardized encoding modes (numeric, alphanumeric, byte / binary,

and kanji) to efficiently store data.

The QR Code system has become popular due to its fast readability and greater storage

capacity compared to standard UPC barcode.

Applications include product tracking, item identification, time tracking, document

management, general marketing, and much more.

Figure 12: Quick Response Code

You can give information about

Product details

Contact details

Offer details

Event details

Ankita Pandey

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Ankita Pandey

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Ankita Pandey

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A coupon

Twitter, Facebook, MySpace IDs

A link to your YouTube video

8.3.1 Advantages of QR codes

1-Build customer relationships

Many businesses struggle to get customers to complete surveys about products. If they

receive a survey in a store, most people are just not interested in taking them home to fill out

later. QR codes give customers the opportunity to participate while they finish at the cash

register, wait in line, or seated at a table in a restaurant. Customers appreciate the

convenience, and businesses appreciate the rapid turnaround time. Don’t forget to tell

customers how you will use their feedback. People want to know that their comments will be

taken seriously. Small businesses can also use QR codes to gather business reviews for online

sites such as Yelp. Many companies choose to offer incentives such as special discounts or

free items for people who write reviews.

2-Get free promotion

QR codes allow people to “like” and “follow” a business quickly and easily without having to

search for it later. Consider creating codes that link directly to Facebook pages and Twitter

accounts. QR codes also allow people to “pin” your products, blog posts, and other website

links. Many small businesses create their accounts to post pictures of products and services

and other relevant industry information. All of the pictures of your own products and services


that you post should be good enough that potential and existing customers will want to share

them with others. The chances that your content will go viral increases when that content,

such as videos, are of high quality and shared appropriately on social media.

3-Boost website and blog traffic

It is always important to place QR codes, each with a clear goal and purpose, in convenient

locations so people will take the time to visit your sites. Offering something of value for your

customers will help drive the kind of traffic you desire.

For example- a restaurant may put QR codes on their menus with nutritional information

about the dishes.

4-Cater to a local audience

There isn’t a better method for advertising local promotions than directly in front of a

business. QR codes cultivate relationships with customers and, in a sense bring them to you.

The codes get them talking about your company, and with enticing incentives, these

customers are more likely to become repeat customers. Discovering a great new company and

then getting an immediate deal for one of their products or services is a sure way to get a new

customer to share the story with friends and family. Many small businesses also use QR

codes for local event registration.

5-Build an email subscription list

Every small business should give all potential and existing customers a simple method for

signing up for a company email newsletter. Although there are a number of successful

methods for building lists, many companies make use of QR codes for subscription sign up.


Newsletters allow new customers to stay connected to and learn more about businesses. In

turn, they allow companies to further customer relationships and increase the chances of

gaining return customers.

6-Low cost

You can sign up for services that you cannot track results with for free, or for as little as $19

a month you can track the success of each code you create.

8.3.2 Disadvantages of QR Code

1-Smartphone is must:

The most obvious disadvantage is that QR code must be scanned with a Smartphone. Without

a Smartphone, consumer will be unable to scan and thus will be able to get any information.

2-Internet connection is compulsory:

Not only there must be a Smartphone but an internet connection is also required in order to

scan the QR code. QR code cannot be used if there is no internet connection. Also, users will

need to download an app that scans QR code before they can start scanning the codes.

3-Risk of virus:

Another huge disadvantage is the risk faced by consumers. It is possible for QR code to

redirect consumers to dangerous and malicious sites or downloads; therefore consumers face

the risk of getting virus through malicious sites or download on their Smartphone. Since it is

impossible for consumers to know what information QR code gives, many consumers will

not risk getting infected and will not scan the code.


4-Scanning can be a long process:

The actual process of scanning a QR code can be a pain. Users have to get their phone out,

fire up the code reader, before scanning and waiting for the landing page. With a fast internet

connection this may work fine, but on a variable 3G signal, many users may lose patience.

8.3.3 Brands using QR codes:

Ford India, Kit Kat, Infosys, Geetanjali Jewellers


9.0 Research involved

The project research has undergone through circulating the questionnaires to Brand

managers, marketing managers of Retail, Banking and Airport sectors and analyzing their

inputs. I have taken 4 top companies each of retail and banking and 3 major airports of India.

Retail-

Future group

Lifestyle

Shoppers Stop

Reliance Trends

Banking-

Axis Bank

HSBC

Central Bank

ICICI

Airports-

Chattrapati Shivaji International Airport, Mumbai

Indira Gandhi International Airport, New Delhi

HAL Airport, Bangalore


9.1 Research findings (Brand Managers):

Below are the findings about the awareness/usage of experiential marketing, technology used,

their main objectives of executing experiential marketing and the risks involved with it.

Below are the observations and the corresponding charts associated with them.

9.1.1 Awareness/Usage Observations:

There is considerable level of awareness amongst brand managers with respect to new

age technologies with 83% of respondents having knowledge of these technologies

and 75% having implemented experiential technologies for marketing.

With results, 75% have had a neutral experience indicating that there is either room

for improvement in the way these technologies are used or the scale of audience needs

to increase to see significant benefits

It is a good sign that 83% are ready to use these technologies in the future with 40%

of respondents looking at using these within the next 1 year.

25%

75%

Have you ever implemented experiential marketing in order to

promote your product?

Yes

No

75% 17%

8%

If yes what was the result?

Neutral

Satisfactory

Unsatisfactory


9.1.2 Technology observations:

Amongst all technologies so far QR remains the most used.

Key barriers for adoption that came out were insufficient budget, Unsatisfactory ROI

and Lack of knowledge regarding the usage and implementation of these tools.

83%

17%

Are you aware of technologies like NFC, Augmented Reality, QR codes?

Yes

No

25%

75%

Have you ever used these technologies in experiential

marketing?

Yes

No

83% 17%

If not, are you planning to use these technologies in near future?

Yes

No

40%

20%

40%

How long you/your company will take in order to implement these technologies in

their regular marketing plan?

0-12 Months

1-2 Years

More than 2 years

Figure 13: Awareness/usage observations


A majority of brand managers are not using any method for capturing consumer’s

data when they use technology for their marketing process. Among the once who are

capturing customer’s data, Facebook, SAP and CRM and the widely used tools.

The most commonly used method for measuring ROI is Footfall at premise and cost

of acquisition.

Capturing customer’s data and difficulty in capturing actual conversion rate are the

major problems that the company faces while using these technologies for marketing

their product/service.

0 1 2 3 4 5 6 7 8 9

10

NFC QR Code Motion and touch based interactive

kiosks

1

5

1

Which all technologies have you used so far?


Figure 14: Technology Observations

9.1.3 Budget observations:

There is a close competition between traditional marketing and experiential marketing

method as which one is more cost efficient with traditional marketing exceeding

experiential marketing by 10%.

The budgets assigned by the managers for experiential marketing is solely dependent

on feasibility of the project and complexity of the campaign.

0 1 2 3 4 5 6 7 8 9

10

6 6

4

1 1 1

What are the most probable reasons for not using technology?

0 1 2 3 4 5 6 7 8 9

10 7

2

3

What tools you use to capture customer’s data while using these technologies?


Rate of audience acquisition followed by customer’s referral value and speed of

purchase are the most rated aspects in determining the ROI for experiential marketing.

Figure 15: Budget Observations

9.1.4 Objective of Experiential marketing observations:

55% 45%

Which one is more cost efficient?

Traditional Marketing Experiential Marketing

0 1 2 3 4 5 6 7 8 9

10

Rate of audience

acquisition and

retention

Speed to action and

performance

Customer referral value

Speed to purchase

Customer lifetime value

8

4

5

5

3

What are the most important aspects in determining the ROI of Experiential Marketing?


Experiential marketing is very effective in changing consumer’s perception towards

the brand as 92 % of them are in favour of it. It also advocates positive word of mouth

among the buyers and a majority of consumer believes that it gives them a better/

memorable experience.

The most important objective that the brand managers want to achieve through

experiential marketing is to increase their sales followed by building customer

relationship and stimulate positive word of mouth.

92%

8%

Does experiential marketing changes customer’s perception towards the brand?

Yes No

92%

8%

Do you think word of mouth really works for experiential marketing?

Yes No


Figure 16: Objective of Experiential marketing observations

9.1.5 Marketing observations:

Optimizing the event as well as the audience is the most important step for executing

any experiential marketing strategies.

92%

8%

Does use of technology in experiential marketing drive towards better customer experience?

Yes No

0 1 2 3 4 5 6 7 8 9

10

Increase sales Building customer

relationship

Stimulate positive word

of mouth

Create product desire

Loyalty

9 7 7

5 5

What are the most important objectives for Experiential Marketing?


Figure 17: Marketing observations

9.1.6 Risk involved observations:

Experiential marketing is considered to be more costly as compared to the traditional

marketing and the reason for this could be that it’s an expensive method, has limited

exposure, is difficult to plan and beyond the control of the campaign managers.

0 1 2 3 4 5 6 7 8 9

10

Optimize the audience

Plan an event Optimize the event

Gather customer data

3 2

4

2

What are the most important steps of Experiential Marketing strategies?

55%

45%

Is experiential marketing more risky as compared to traditional marketing

approach?

Yes No


Figure 18: Risk involved observations

9.1.7 Final question:

67% of the targeted population are in favour of implementing these advanced

technologies like QR Codes, AR and NFC in experiential marketing. India as a

market is partially ready to accept new technologies like QR codes for experiential

marketing. The smart-phones rise and new network introduction such as 4G will lead

to further acceptance of mobile and digital technologies.

0 1 2 3 4 5 6 7 8 9

10

Cost Limited exposure

Difficult to plan &

execute

Payback not

immediate

Lack of control

Managing clients

8

5 4

3 4

1

What are the most significant risks involved with Experiential Marketing?


Figure 19: Is India ready?

9.2 Research Findings (Solution providers):

67% 33%

Is India ready for implementing the new advanced technologies in experiential marketing?

Yes

No


The project research has also undergone through circulating the framed questionnaires to the

solution providers of NFC, QR and AR technologies. The questionnaire consists of the top

verticals using these technologies, time required to execute, budget, top trends and future of

these technologies in India individually.

9.2.1 QR Codes Observations

Top Verticals

QR Codes is the most widely used technology in all the verticals viz Retail, Banking,

Manufacturing, FMCG, Automotive, Healthcare and Manufacturing.

Budget and Time Required

When it comes to budget Generally SMB's are ready to spend around INR 200000 to

500000 per year depending on the results they are getting. In few cases they scaled it

up to 300% of this after seeing the ROI.

2-5 days are enough to design a QR Code but generating a QR code doesn't take much

time, implementing it in a right way and track the response properly is the key to

success.

Drivers and Barriers

Value, Experience, Customer Interface, Word of Mouth and Loyalty are the major

drivers of QR Codes.

Limited exposure and less knowledge about the scanning process are the key barriers

for adoption of QR Codes.


Technologies and Top Trends

Back-end technologies associated with QR Codes are an analytic layer, content

hosting and mobile friendly content delivery

Industrial maintenance applications, mobile and cloud based applications, in-store

engagement and app developments are the top trends in QR Codes.

Decision Makers

The decision for implementing QR Codes for promoting their products/service is the

combined effort of Marketing Head, technology dept, financial advisor and agency.

Future of QR Codes in India

The market size of QR Code is still in naive stage in India but as the smart phone

numbers are growing so potential is huge for QR codes.

Future of QR Codes in India is exciting as more and more industrial solutions would

come up using QR Codes as a platform.

9.2.2 Augmented Reality observations

Top Verticals

Retail, Banking, Automotive and FMCG are the top verticals in India that are

adopting Augmented Reality technology for marketing their product/service.



Average budget that the company is ready to spend on an AR campaign is mostly

dependent on which technology they are willing to use. An approximate figure is

between 3-5 lacs.

Time taken for an AR campaign is mainly dependent on the complexity of the project.

Generally it takes 1-3 months to plan and execute an AR campaign.


Experience, increase sales, create product desire and stimulate positive word of mouth

are the major drivers of Augmented Reality.

Cost and limited Exposure are the key barriers for adoption of Augmented Reality

technology.

Technology and Top Trends

Image recognition, mobile technologies, sensors, processors and display are the main

back-end technology associated with AR.

Augmented Reality accessories (goggle glass) are the most rated technology of AR in

India.

Decision Makers

The decision for implementing QR Codes for promoting their products/service is the

combined effort of Marketing Head and agency.

Future of AR in India


Market size for AR technology is somewhere between $ 10 million-$ 20 million.

Future of Augmented Reality in India is on a rise with the development of more

advanced sensors, cameras and other wearable technologies. AR will change the way

consumers interact with systems, brands and each other. Since the market in India has

experienced intermittent not exponential growth, the main problem lies with a

consumer friendly and useful application of these technologies.

9.2.3 Near Field Communication Observations

Top Verticals

Retail, Banking and FMCG are the top verticals in India that are adopting NFC in

their promotional activities.


The average budget that the managers are ready to spend generally depends on

complexity of the project and how widely the campaign is spread.

2-4 weeks is the average time required to implement an NFC campaign.


Experience, increase sales, building customer relationship, stimulates positive word of

mouth and loyalty are the major drivers of NFC.

Limited exposure, payback not immediate and managing clients are the major barriers

for adoption of NFC.

Technology and Top Trends


No back-end technology as such is required in case of NFC.

Integration of software and hardware, gaming and in-store engagement are the top

trends in NFC.

Decision Makers

Marketing head and technology dept is the key decision makers for NFC from the

client’s side.

Future of NFC in India

Market size is still small for NFC in India.

The future of NFC in India is very bright. With the increase in NFC enabled smart

phones NFC in India is a growing market. Currently knowledge of NFC is the biggest

challenge in markets like India but with time and awareness this is likely to change.

NFC can be used in payments, in B2B scenarios where RFID hand held are difficult

to procure and maintain, NFC is a great replacement.

10.0 Vertical’s comparison:


Implementation

When it comes to implementing experiential marketing in the marketing strategy, Banking

and retail are more open towards it and airports have never used this (0%) in their

promotional activities. Talking about the results, 67% of them have neutral experience

towards it. 67% of the targeted population in banking and airports are willing to use these

technologies in marketing.

Awareness

Airports and retail sectors are all aware of the emerging technology like NFC, AR and QR

codes with 100% votes but has very rarely implemented these technologies. Banking sector is

lacking in this field of awareness.

Time

67% of the participants from retail sector responded that they will be implementing these

technologies in close to 1 year but banking and airports will take more time as compared to

retail sector. Among all the 3 sectors QR Codes is the most widely used technology

Reasons

More than 50% of the respondents feel that insufficient budget and unsatisfactory ROI is the

most probable reason for not using these technologies.


Close to 80% of the participants are not using any technology to capture consumer’s data and

to measure ROI and they consider measuring conversion rate and footfall at premise is the

major challenge that they are facing.

Cost efficient

All of the respondents from Retail sectors consider traditional marketing more cost efficient

than experiential marketing and that is why only 33.33% of them are ready to use these

technologies in marketing strategy.

100% of the respondents consider positive word of mouth really works in company favour

and experiential marketing do changes consumers’ perception towards the brand.

Risk

Cost is the most common risk involved with experiential marketing across all the sectors i.e.

retail, banking and airports.

Is India Ready?

66.66% of the target population, same across all the verticals individually consider that India

is ready for implementing these technologies in experiential marketing.


11.0 Recommendations:

In order to compete with the online retailers, retail industry should start implementing

these technologies so that it provides easy means for shopping to the consumers.

The manager should work upon creating more awareness about these emerging

technologies and should expand the exposure of their campaigns.

The most important objective of experiential marketing as said by the managers

across all the 3 verticals is to stimulate positive word of mouth, so they should focus

more on this.

Capturing consumer’s data and actual conversion rate are one of the major challenges

that these managers are facing. So some easy and concrete methods should be used so

that they can easily evaluate the ROI.

Traditional marketing is no longer considered to be more cost efficient by the

managers so the company should not hesitate from shifting their marketing strategies

from traditional to experiential.

With 92% of the respondents believing in that experiential marketing do change

customer’s perception towards the brand, so they should really execute these methods

as it is neither considered costly nor is considered risky by the managers.

With 75% of the brand managers having implemented experiential marketing in their

promotional activities 67% of them are in favour that India is ready for such

experiments but in a controlled manner.


The smart-phone rise in India from 156million to 364 million and new network

introduction such as 4G will lead to further acceptance of mobile and digital

technologies.

12.0 What’s in it for Talisma

Views and insights on technology landscape and how Talisma can add value to enhance and

optimize usage of these technologies:

Integration with other backend system

With NFC, AR and QR campaigns there usually is heavy data that in most cases goes

unaccounted or is not available for re-use. This affects the effectiveness for the campaign and

results in unsatisfactory ROI and hesitation to use such technologies on a larger scale in the

future.

Talisma can develop integrators that interact with such technologies for data capture and

provide access to this data to other marketing and sales tools in the backend.

Data security

Most data collected in this process is personal data of consumers which may be sensitive. The

onus is upon the organisation to ensure the data is secure and does not fall into the wrong

hands. This will build confidence among consumers who may then be more open to

experiment with such experiential campaigns through their personal devices.

Talisma can use this as their key proposition in addressing the challenges that exist in this

space.


Reusability and leveraging of data

Most of these campaigns are aimed towards prospects for outreach and brand building.

Reusability of this data is key in ensuring marketing teams make the most of their campaigns

and make the data available across teams that need it.

Talisma will have to look at ways to add value in areas of data capture and bring in add on

tools that help data share and exchange.

Predictive analysis

Brand managers in India are excited about the prospects of these new age technologies and a

majority are looking to use these as a regular part of their marketing programs in the near

future. Hence it is imperative that brand managers justify spends on such campaigns. This is

possible only through analysis of earlier run campaigns and estimating success of future

campaigns planned. BI (Business Intelligence) and analytics will play a huge role in helping

make key decisions and justify costs incurred.

360 degree view of the customer

Customer centric organisations understand the importance of single view of the customer and

have tools in place that help them Increase Upsell and Cross Sell Opportunity, Identify most

valuable customers, Increased ROI on marketing campaigns and better reporting.

Talisma can contribute significantly in this area with their ears of experience in providing

world class CRM solutions to them.


13.0 Appendix:

13.1 Questionnaire (Brand Managers)

Dear Sir/Madam,

I am a student a student of “Chandragupt Institute of Management, Patna” and I am doing my

summer internship project on the topic “The ‘WOW’ factor – Role and impact of new age

technology towards enabling an extended experiential approach in marketing”. I would

like to request you to fill in the following questionnaire with your valuable responses. I assure

you that the data shared by you will be kept confidential and will be used only for academic

purpose.

Interaction sheet:

Name

Designation

Email id

Company’s Name

Awareness/use

1- Have you ever implemented experiential marketing in order to promote your product?

Yes No


2- If yes what was the result?

Satisfactory Neutral Unsatisfactory

3- Are you aware of technologies like NFC, Augmented Reality, QR codes?

Yes No

4- Have you ever used these technologies in experiential marketing?

Yes No

If not, are you planning to use these technologies in near future?

Yes No

5- How long you/your company will take in order to implement these technologies in full

swing?

6- Which all technologies have you used so far?

o NFC

o QR Codes

o Augmented Reality

o Bluetooth Low Energy (BLE)

o Motion and touch based interactive kiosks

o Others (please specify)

7- What are the most probable reason for not using technology?

o Insufficient budget

o Don’t have proper knowledge


o Don’t know whom to approach

o Not profitable

o ROI unsatisfactory

o Others (Please specify)

Technology

1- What tools you use to capture customer’s data while using these technologies?

2- How do you measure ROI (return on Investment)

3- What barriers you face while measuring ROI?

Budget

1- What budget do you assign for Experiential Marketing?

2-Which one is more cost efficient?

o Traditional Marketing

o Experiential Marketing

3- Which is the most important aspect in determining the ROI of experiential

Marketing?

o Rate of audience acquisition and retention

o Speed to action and performance

o Speed to purchase

o Customer lifetime value

o Customer referral value


Objective

1-What is your most important objective for Experiential Marketing?

o Increase Sales

o Building customer relationship

o Create product desire

o Stimulate positive word of mouth

o Loyalty


2- Do you think word of mouth really works for experiential marketing?

Yes No

3- Does experiential marketing changes customer’s perception towards the brand?

Yes No

Marketing

1- What is your frequency of using Experiential Marketing strategies in promotional

activities?

2- Which is the most important step of Experiential Marketing strategies?

o Optimize the event

o Optimize the audience

o Follow up


o Plan an event

o Gather customer data

Risk Involved

1- Is experiential marketing more risky as compared to traditional marketing approach?

Yes No

2- Which is the most significant risk involved with experiential marketing?

o Managing Clients

o Pay back not immediate

o Lack of control

o Cost

o Limited exposure

o Difficult to plan and execute


Final Question

Is India ready for implementing the new advanced technologies in experiential marketing?

Yes No


````````````````````````````````````````````````````````````````````````````````````````````````````13.2

Questionnaire (Solution Providers)

Dear Sir/Madam,

I am a student a student of “Chandragupt Institute of Management, Patna” and I am doing my

summer internship project on the topic “The ‘WOW’ factor – Role and impact of new age

technology towards enabling an extended experiential approach in marketing”. I would

like to request you to fill in the following questionnaire with your valuable responses. I assure

you that the data shared by you will be kept confidential and will be used only for academic

purpose.

Interaction sheet:

Name

Designation

Email id

Company’s Name

1. Which are the top verticals that are adopting QR/AR/NFC?

o Retail

o Banking

o Automotive

o Healthcare

o Manufacturing


o Engineering

o FMCG


2. What is the average budget that companies are ready to spend on QR/AR/NFC?

3. What is the average time that is required to execute an QR/AR/NFC campaign?

4. What is the market size for QR/AR/NFC technology?

5. What are the major drivers of QR/AR/NFC?

o Value

o Experience

o Customer interface

o Social integration

o Increase Sales

o Building customer relationship

o Create product desire

o Stimulate positive word of mouth

o Loyalty


6. What are the major barriers for adoption of QR/AR/NFC?

o Managing Clients

o Pay back not immediate

o Lack of control


o Cost

o Limited exposure

o Difficult to plan and execute


7. What are the backend technologies associated with QR/AR/NFC?

8. What are the top trends in QR/AR/NFC?

o Industrial maintenance applications

o Integration of Software and Hardware

o Gaming

o Mobile and Cloud based applications

o Augmented Reality Accessories (Google glass)

o In-Store Engagement

o App Developments

9. Who are the key decision makers for QR/AR/NFC technology from the client’s side?

o Marketing Head

o Technology department

o Financial advisor

o Agency

10. According to you what is the future of QR/AR/NFC in India?


14.0 Cover Letter:

Dear Participant:

I am Ankita Pandey and I’m pursuing MBA from “Chandragupt Institute of Management

Patna”. I am doing my summer internship from “Talisma Corporation Pvt Ltd.”, Bangalore. I

am conducting a survey to understand the “Role and impact of new age technology

towards enabling an extended experiential approach in marketing”.

What this research covers:

The project includes, studying different experiential marketing strategies that several brands

are using worldwide in order to create deeper and longer engagement with consumers. The

study also includes as how technology is enabling some of this resulting platforms such as

NFC and augmented reality that marketers no matter how hard they try, will eventually have

to adopt.

I would greatly appreciate you completing the enclosed questionnaire. Since the validity of

the results depend on obtaining a high response rate, your participation is crucial to the

success of this study. The questionnaires revolve around role and impact of technology on

experiential marketing.


How you will benefit from this study:

The study will be helpful to increase your understanding about the need of experiential

marketing in today’s competitive world. The potential benefits to you from participating in

the study are that it will help you recognize which all are the key technologies among

NFC,BLE,QR,AR which can help you in fulfilling your objective of providing better

customer experience. It will also provide an insight about is Indian market ready for

implementing these technologies as an integral part of their marketing strategy or not?

Final report for circulation

I plan to distribute the results of this study based on the data provided by survey respondents.

Respondents will receive a copy of the report on completion.

I hope that you will be able to participate in this study. Look forward for your cooperation

and support.

Sincerely, Deudutt Manay

Ankita Pandey Marketing Manager

Marketing Intern Talisma Corporation Pvt Ltd

Talisma Tel: +91 80 40394400Ext.4052

Email: [email protected]

*Please be assured that your responses will be held in the strictest confidence, and it will be for purely academic purpose. As soon as the

primary data is collected, data analyzing would start. If the results of this study were to be written for publication, no identifying information

will be used.

mailto:[email protected]


15.0 Bibliography:

Books:

1. A practical guide to interactive brand experience

By Shaz Smilansky

2. Critical thinking in consumer behaviour: cases and experiential exercises

By Judy Grahman

Database:

1. http://www.chiefmarketer.com/

2. http://startups.co.uk/

Case study:

1. http://www.brandspace.com/

2. http://blog.hubspot.com/

3. http://www.idagency.com/

Internet References:

1. http://en.wikipedia.org/wiki/Customer_experience

2. http://www.i-scoop.eu/understanding-customer-life-cycle-calculating-value/

3. http://www.information-management.com/issues/20001101/-2813-1.html

4. http://www.jimnovo.com/CRM-Lifecycles.htm

5. http://www.nfcworld.com/

http://www.chiefmarketer.com/

http://startups.co.uk/

http://www.brandspace.com/

http://blog.hubspot.com/

http://www.idagency.com/

http://en.wikipedia.org/wiki/Customer_experience

http://www.i-scoop.eu/understanding-customer-life-cycle-calculating-value/

http://www.information-management.com/issues/20001101/-2813-1.html

http://www.jimnovo.com/CRM-Lifecycles.htm

http://www.nfcworld.com/

Documents

ankita pandey