Social

Localised Disneyfication The experiential marketing strategies of Disneyland Paris

The first one is the five types of experiences christened as experiential modules and the second aspect is the experience providers. The view of Schmitt was not unchallenged. The use of experiential marketing as a key strategic marketing tool had been criticized by Holbrook (2000) who had pointed out that this approach is rather too modest to handle the key strategic issues of an organization. Holbrook had proposed a logical sequence of experiential marketing namely romanticism leading to experiential consumption leading to emotional responses and finally pleasure (Holbrook, 2000). The key departure from the initial view of Schmitt was that in this approach the concept of sensations were given more importance than the rational thoughts of the consumers.Feel: This includes marketing strategies which are able to invoke emotional responses among the customers which can range from mild positive feelings on mentioning the name of the brand to strong emotions among customers of pride and joy. The basic requirement of the marketer is to identify the stimulus that triggers the emotional response among the customer.Relate: This allows the marketers to help the individual evolve over his private feelings by connecting with his ideal-self which helps the individual to connect to other people and other culture. It helps individual customers to connect to a broader social system.Culture has a very important role to play in experiential marketing. The works conducted by Fortezza and Pencarelli (2007) had shown that the traditional marketing does not take into consideration the expectation of visitors based on the difference of his culture and this often leads to failure of the marketing strategy (Fortezza and Pencarelli, T., 2011). Experiential marketing is well equipped to deal with less tangible variables which become more important than rational behaviour

Back To Top