Question

The Q&A feature with Tom Fox deals with his experience with experiential marketing programs while at Quaker Oats working with the Gatorade brand. Tom Fox discusses how Gatorade identified a marketing opportunity referred to as “active thirst.” Consumers falling into this category represented a huge opportunity for Gatorade because the brand was not often used as a solution.

Explain why experiential marketing was an appropriate strategy to engage people in the Active Thirst segment rather than heavy spending on traditional media advertising.

Answer 1

In comparison to the conventional methods which are used for the advertising, there are some great potential in them to have a deeper impact on the behaviours and actions of the customers which they show towards a certain product or organization The man focus in case of experiential marketing remains on the creativity which facilitates the marketers to have an uninterrupted interaction with the customers and facilitating them the chance to have great results and improved ROI.

With the help of Experiential marketing, the organizations have a greater chance of having the extended and long term relationship with their target market and interact with them for the products and services offered to them. With the help of a well-trained employee, these sort of methods can facilitate the chances to the company to have a more involved interaction which can be as long as 4-8 min.

This kind of exercises helps in creating a strong relationship between the brand and the customers as the customer is exposed to sensory feels such as feel, touch, smell, taste, and sound...This will provide a more extensive and intense experience to the customers in comparison to the advertisement on TV and newspaper.