← Your Life Within The Pixel Will Change – Prateek NKumar, MD & CEO, NeoNiche

Creating meaningful experiences not campaigns :What doesit takesPosted on August 29, 2014

Lot has changed and lot will, not only for the Brands’ but also forpeople and organizations working in the Experiential Marketingdomain. Globalization and technology advancement is shaping theway we perceive and see things today like never before. Strategies,tactics, and operational processes that just a decade ago reignedsupreme, now look a little out of sync, when viewed throughtoday’s brand perspective.

As the line between traditional ATL and BTL have started blurring, marketers have started lookingfor more robust Marketing mix, one which will interact with consumers in unbelievable ways atvarious touch points, allowing brands to come alive for the TG by creating connections betweenbrand and consumer, in their personal world. These connections should be formed by experiencesthat are personally unique butrelevant to the consumer, it should be memorable for them, it should beinteractive, and it should invoke emotion and lead to sales and brand loyalty.

Unlike traditional marketing, experiential marketing tries to tap that special trigger within theconsumers’mind space, one which invokes thoughts about comfort and pleasure, as well as inspiringa sense of practicality. This implies that the marketer needs to have a firm grip on the mindset of thetarget audience he or she wishes to attract. By understanding what the consumer is likely to think andfeel, it is possible to get an idea of how to steer the customer in a direction that will relate with theproduct.

But to do that it is important to engage as many of the senses as possible. Striking displays withpowerful visual elements, such as websites, and visual media such as Print Ads, Billboardsandmailers should not only be visually appealing, but also conjure up imagination and sensations that arerelevant to the individual. When a Marketer or an agency creates customer experiences of this nature,a sense of rapport between the Brand and its consumer is established that helps to make the offeringsmore desirable with each encounter.

Well guess what, that ads on the Internet, or in print media, and on modern billboards mustimmediately catch the attention of prospective clients and hold that attention long enough to make animpact. Successfor brand lies in and making the connection quickly and seamlessly, Clients today are looking foragencies which can grow up the value chain from being a vendor to a true marketing partner, one

Recent PostCreating meaningful experiences notcampaigns :What does it takesYour Life Within The Pixel WillChange – Prateek N Kumar, MD &CEO, NeoNicheInnovation in Event Managementspace & Creation of a tangible Brandpresence – Valay LakdavalaPersonal link with consumer is must –Prateek N KumarSiemens organizes annual day eventfor employeesGoogle Enterprise organizes GoogleApps Seminar event in IndiaBawraas organises event for youngestIndian woman to climb Mt. EverestStakeholders’ Equilibrium – Peoplethat matter’ by Prateek N. KumarNeoNiche – A Startup Story‘Stakeholders’ Equilibrium – Peoplethat matter’ by Prateek N. Kumar

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← Your Life Within The Pixel Will Change – Prateek NKumar, MD & CEO, NeoNiche

who understands their brand essence and promise and provides ‘Value for money’ solutions ratherthan rack-listed services, Agencies which are capable of rolling out that magic campaign whichmakes those connection with the prospect and retain that mindshare.

We as a Marketers or Agencies servicing these brands, can pat our back only if we are able to rollout integrated campaigns both online and offline across different mediums. The Campaigns whichcan establish relevance, grab eyeballs, raise awareness, build relationships at a personal level, creatememories, increase loyalty, encourage interactions and stimulate positive WOM, and last but not theleast however clichéd it may sound one which has a tangible return on marketing investment.

Living politics aside, the “AAP Phenomenon” will be one of the most discussed, debated, diagnosedand dissected case study at all social and corporate do’s of 2014.One which can highlight at greatlength how budget becomes secondary when you have an “Out of the Box” idea which makesconnection with the TG and uses Guerilla Marketing, Door to door connection and Social Mediacanvassing ….One of the best ROI I must say….

We do live in exciting times, where things change within a blink of an eye.What keeps all of us whoare a part of this exciting discipline called marketing on the go, is our undying passion, thatadventurous streak, our affinity for challenges and that gush of adrenalin when it all falls together…Those “moments of truth”, knowledge of a work well done and we are ready for the nextchallenge….aren’t we?

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