|
|
 |
|
Viewing report
|
|
|
|
Reviving ESP Marketing Strategy with Experiential Marketing
E SOURCE, March 2003, Pages: 19
Energy service marketers can achieve greater success by adopting the marketing strategies, tactics, and insights of category leaders like Coca-Cola, British Airways, Avis, MasterCard, and Ritz-Carlton. These marketing masters conduct marketing in a new way. They deploy a different set of concepts, tools, and metrics. And, most importantly, they report sizable, sustained success.
This fresh approach is called experiential marketing. Marketers employing its concepts aim to design and deliver a more memorable set of integrated experiences for consumers. Experiential marketers recognize that a companys revenue and pro?t are the by-products of successfully envisioning, designing, and delivering meaningful experiences to customers. So they are focusing on crafting a deeper, more signi?cant dialogue between customers and company by using verbal and nonverbal communications, service design, and cues. The quality and longevity of this conversation determines the customers emotional commitment to the brand and thus the future economic prospects of the business itself.
This new perspective and the different tactics and techniques it relies upon are eminently applicable to energy service marketers, regardless of whether or not their markets have been restructured. Too many energy service providers still rely on narrow service attributes like price to position their brand, and they miss the opportunity to access powerful customer emotions and create meaningful associations in customers minds. Regardless of how restructuring unfolds, energy service marketers should use the tools of experiential marketing to assess and improve the quality of the conversations they have with customers. Future-focused companies will recognize that orchestrating a more robust, emotionally satisfying conversation creates valuable customer equity as well as higher levels of revenue and income.
Companies like Coca Cola, Avis, and MasterCard successfully use experiential marketing to deliver a more memorable set of integrated experiences to consumers. We examine how energy companies can and are using this technique to create valuable customer equity as well as higher levels of revenue and income.
Customers who bought this item also bought
Memorable Customer Experiences: A Research Anthology
The Experiential Luxury Report : Who Buys Luxury Experiences, What They Buy and Why They Buy
The Experiential Luxury Report 2009: The Annual State of the Luxury Market for Travel and Other Experiences
Experiential Marketing in Consumer Packaged Goods
Energy Services: Guerrilla Marketing - Low-Cost Tactics Maximize Marketing ROI
'On-Trend' Innovation & Marketing Concepts: The Sensory Mega-Trend
E-Mail Marketing: Getting Through to Customers, September 2007
Word-of-Mouth Marketing: Winning Friends and Influencing Customers
Getting and Keeping Customers: Search and E-Mail Tactics
The Shift: The Transformation of Today's Marketers into Tomorrow's Growth Leaders
The Brand Who Cried Wolf: Deliver on Your Company's Promise and Create Customers for Life
Brand Loyalty for Luxury Marketers
|
|
|
|
