The use of experiential marketing to communicate in FMCG markets

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Authors
Philiponet, Elodie
Issue Date
2009
Degree
MA in Marketing
Publisher
Dublin Business School
Rights
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Abstract
‘Tell me and I'll forget. Show me and I may remember. Involve me and I'll understand’, Confucius (Chinese philosopher, 551- 479 BC). This sentence was quoted by Lenderman (2006, p. 128) who says that the proverb has been meant for something other than Experiential Marketing but it cuts to the heart of Experiential Marketing which is engaging people in memorable ways. The purpose of this research is to understand the Experiential Marketing's concept and benefits as well as determining its impact on consumer buyer behaviour and brand management, to finally settle on its effectiveness in FMCG markets while opposed to Traditional marketing. Firstly, a literature review has been done to explain the main theory and concepts linked to Experiential Marketing. Then, the researcher used the technique of triangulation when carrying out her primary research. The primary data collection began with two interviews of professionals to complete the researcher's knowledge of Experiential Marketing's concept and FMCG markets. Afterwards, the researcher based most of her primary data collection on an Experiential Marketing event for a pasta brand in hypermarkets. The researcher observed the event as a complete participant and as a complete observer, after that she administrated her questionnaire to 96 persons who attended the event. Finally, the researcher interviewed two consumers from the event about their behaviour towards Experiential Marketing and Traditional Marketing communication. The findings show that Experiential Marketing is useful to communicate in FMCG markets and to differentiate a brand from another because of its in-depth action, memorisation and creation of an emotional link between the brand and the consumer which last longer. It had been demonstrated that Experiential Marketing leads more easily to purchase than advertising however it is necessary to consider it as an efficient additional communication tool and not a replacement to advertising.