“People will forget
what you said, people will forget what you did, but people will never forget
how you made them feel.” Maya Angelou, Poet &
Welcome to my blog
where I am going to be discussing experiential marketing and consumer behaviour.
I will be sharing my personal experiences and other examples that I come
across. The quote I stated at the start of my blog is so true and this is what
companies and organisations need to think about when marketing their ideas.
Soloman (2014, pg.33)
defines Consumer Behaviour as the “study of the processes involved when
individuals or groups select, purchase, use or dispose of products, services,
ideas or experiences to satisfy needs and desires.” We are seeing that a lot more
companies are coming away from the traditional method of marketing (for example
leaflets and posters) and moving more towards the idea of experiential
marketing and creating an experience that will stay with the consumer, as they want
more than just satisfaction from the product or service.
We are seeing a shift
from traditional marketing to experiential marketing as companies are seeing
that it is not all about that ‘purchase moment’ for a consumer. It is actually
an ongoing process from the moment the consumer thinks about that product or
service, so they need to remember the consumption process; pre-purchase issues,
purchase issues and post-purchase issues, engaging the customer throughout.
References
Solomon, M. (2014). Consumer
behavior. Harlow: Pearson/Education.
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