Guía para la aplicación de marketing experiencial en tiendas especializadas en temporadas promocionales y festivas. Caso: tatoo adventure gear

Abstract:

The advertising saturation throughout the media and traditional formats has provoked amongst consumers to build a barrier against it due to all the commercial noise they are constantly expose. We are continuously consuming advertising all the time; on the radio, on television, on public transportation and on the street. Even more when it is a sales season or festivities, in which the media blitz is increased. A lot of the advertising impact, and a few successes, do not do more than just push the consumers further away from the brands. Communication strategies and traditional marketing that keep focusing only on the product and their beneficial attributes do not realize that they are leaving unattended the real engine that are, in this case, the consumers. This orientation towards the product is still important, but slowly it is not essential anymore, due to the increasing supply of products and services that exist in the market and the similarity between each other. It is here where the necessity of brands to make a difference is born. The marketing of experiences provides additional value to brands based on the intangible and emotions that consumers can live through their own experiences. That is, it evolves from the essence of the product to the consumer; based on: conversation, dynamic, the dialogue one to one and the interaction. The marketing of experiences is looking to move away from the economic side and enter into what it is more human. Understand that a buying action is also an exchange of experiences and therefore as people we feel, enjoy and wish. This methodological guide has been done with the purpose of understanding, in the best possible way, the marketing of experiences at the point of sale when it is a sale season and festivities. Understood as an advertising medium and provider of experiences when the point of sale truly becomes one of the most important and decisive moments in the whole buying process.

Año de publicación:

2015

Keywords:

• Publicidad
• MERCADO
• Medios de comunicacion
• MARKETING TRADICIONAL

Fuente:

rraae