Experiential Communication

Experiential Communication

Setting the Context:

·         Passive --à Active Consumption

·         More, richer stimuli -à Objective

·         “Experience the Product” – How it Works

o   Understanding Benefits

o   Consumption + Communication – Consumption is only one way of experiencing a product which is short term. There are others like hospitality industry, perfumes, alcohol which involve other elements like memory and anticipation which are long term.

o   Co-Creation

·         Involvement

·         Interest

·         Credibility

Experience through test drive/samples/reviews/testimonials, these are all credibility hooks, but all these are nothing in comparison to trying the product oneself.

Culturally, Indians like to touch/feel products before buying them.

Advantages of Experiential Communication:

·         Highlight Benefit

·         Selling

·         Enhance the Value (Experience)

·         Chances of buying are higher

·         Post purchase dissonance is lower.

Pure products no longer exist. They are now a combination of product and service, called ‘Prodice’.

Ø  All you ever buy is an Experience

Ø  Experience being a subset of Communication

Example: - Cars are communication in themselves – Experiencing the test drive

-          Perfumes can be an experience-  You try it before you buy it.