Experiential marketing as the name suggest is based around the concept of making the customer experience the products or the brand in more than one way. We all experience the world around us through our five senses i.e. sight, smell, taste, touch, hear. Brands which will be able to appeal to more of these senses will be able to register their brand identity in the customer's mind. This will further lead to customer loyalty, which is every marketer's dream. So far traditional marketing has not been able to explore this potential very effectively and so, the future of marketing lies in experiential marketing.
In India, there are primarily three forces that are involved in making the idea of experiential marketing take a proper shape. They are the Malls which constitute the venue for experiential marketing, Agencies who carry out the process and Brands who actually adopt this form of marketing and reach out to their customers.
So far these three forces have been working together in a loosely coordinated way. A need was being felt to bring them together and make them work closely to create a win-win situation and achieve customer delight. The Activation Venues Forum - TAVF is the first step in this direction.
Under The Activation Venues Forum all the Brands, Malls, and Agencies from across the country are coming together under one roof on 13th September 2016 at St. Regis Mumbai. Speakers from various segments of this industry will talk about the potential of experiential marketing, their experiences and case studies. There will be a panel discussion on the road ahead of this form of marketing and award ceremony to felicitate Malls for their contribution in this field.
TAVF will soon mark its success with the co-operation & support of Brands, Malls & Agencies by exploring the experiential marketing and bringing in innovations.