EXPERIANTIAL MARKETING TO CREATE CUSTOMER VALUE

Abstract

Development in information and communication technologies within the globalization concern to cause strategical importance of competition. So, to be successful in today’s competitive world, firms concentrated on competitive superiority gained by using information. Increase in usage of information, number of competitors and changes in customer needs and wants make the firms to adopt customer oriented marketing concepts instead of traditional marketing concepts. Because of those changes traditional marketing concepts which focus on main characteristics of the good, customer needs and situation of competitors replace its place to new marketing concepts which focus on the information, brand, communication and experience. In this new customer oriented economic environment, one of the new concepts developed to find customers in a high competitive area, satisfy and obtain their loyalty, is experiential marketing which construct sensitive relationship with the customer, attract them mentally, in short communicate and dialogue with them. Experiential marketing is creating difference by applying customers five senses with the products. Differences occur in not only the product’s benefit but also creating and presenting experience. In this study; experimental marketing which gets the customers appreciation by creating high value for them, touch their senses and mental activities is presented as a solution suggestion to the firms to be successful in the competitive environment with their rivals.