Experiential marketing versus features and benefits

Marketing has traditionally been all about features and benefits. Marketers have assumed that customers are rational decision makers who can weigh up the features and benefits of a product easily against narrowly defined competition. Advertising companies have used these assumptions as a strategy, by emphasising these features and benefits to persuade consumers to purchase. For example an advert for a car may talk about the antilock braking system, the built in roll cage and the airbags and side impact protection system (the features) to emphasise the safety (benefit) of the vehicle.

Experiential marketing builds on these assumptions. Today, customers take functional features and benefits, product quality and a positive brand image as a given. Consumers still expect all of the above attributes but in addition they expect to be entertained, to have their senses stimulated and to be able to incorporate the product into their lifestyle.

Traditional F&B marketing still has its place however it is primarily focused on influencing the behaviour of the consumer up to the point of purchase. There is no follow up for the brand as to whether the customer enjoyed the consumption experience. This can lead to trial and brand switching. Experiential marketing focuses firmly on the consumption situation as an experience. In order to get repeat purchasing a consumer has to enjoy the whole brand experience. By influencing the consumer in the post purchase period the experiential marketer can increase customer satisfaction and brand loyalty.

By focusing on the consumption situation and the customer experience experiential marketing treats the consumer as a human being whose decisions are based on rational thinking as well as emotional influences. Instead of focusing on narrowly defined product categories such as shampoo or shaving cream the experiential marketer thinks “grooming in the bathroom.”

This holisitic approach allows experiential marketing to build upon traditional F&B marketing. In his book, Experiential Marketing, Bernd Schmitt highlights some great examples of companies using experiential marketing to build upon their established F&B campaigns. What is becoming clear is that while experiential marketing doesn’t replace the need for emphasising the features and benefits of a product it is becoming an essential part of the marketing mix.