The Experimental Marketing Approach

507 Words Jan 31st, 2018 2 Pages
In addition, the messages conveyed to the audience are generic, meaning that the idea of escape and discovery is at its core (Hudson et al., 2009). However, in order to differentiate on the market place, some destinations have changed the focus, meaning that rather than making use of the physical attributes a destination has, the experiences a destination could provide to consumers were instead regarded. As a consequence, it could be argued that consumers’ emotions became the target, as the conveyed messages of the offered experiences have the aim and also a direct influence on potential consumers’ emotions (Hudson et al., 2009). The term used to describe the new marketing approach is called ‘experiential marketing’, being a ‘relatively new marketing orientation proving a contrast to traditional marketing’ (Hudson et al., 2009) (which refers to the initial approach marketers applied, namely high focus on a destination’s physical attributes) (Hudson et al., 2009).
In addition to the above, Williams (2006 in Hudson et al., 2009) argues that ‘experiential marketing views consumers as emotional beings, focused on achieving pleasurable experiences’ (Williams, 2006 in Hudson et al., 2009). On the contrast,…