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ILP 327 International Tourism and Hospitality Marketing Prepared By: Fong Yoke Jee

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Introduction
People will forget what you said, people will forget what you did, but people will never forget how you made them feel said by Maya Angelou. (Brainquote.com, 2014) Experiential marketing is a way to allows customers able engage and interact, as well as experience your brands, products and service in sensory ways such as sight, hearing, touch, smell and taste. (Eric Hauser, n.d.) Nowadays, consumers are skeptical of the traditional advertising methods, such as radio and TV, preferring to experience the product or service firsthand. (websolutions.com, 2014) As I know experiential marketing is personal experience of customer, allowing them to use their senses while interacting with the product and service.

Why Consumer prefer Experiential Marketing?

Experiential marketing is a fusion of non-traditional modern marketing practices integrated to enhance a consumers personal and emotional association with brand. (Yung Joo Jang and Eui Chul Jung, n.d.) Traditional Marketing is tries to convince customer by showcasing features and benefits of the product or service. (azcentral.com, 2014) Compare with Traditional marketing, consumer more prefer experiential marketing. Based on my research, nearly 75% of consumers say that after participating in a live marketing event or experience would increase their purchasing consideration. 60% of consumers said that will buy immediately. (becore.com, 2013)

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Example of experiential Marketing McDonald, Singapore

McDonald in Singapore has done a very successful experiential marketing. (Mea-awards.com, 2013) They develop various type of Champaign which is Free Breakfast on National Breakfast Day, Everyday Savers McDonalds Campaign: Your New Hawker Vendor, Meet Share Love campaign and etc. In 2013, March 18, have over 121 Singapore McDonalds join National Breakfast Day by giving away over 100,000 Egg McMuffins. (Stratistimes.com, 2013) Ms Phyllis Cheung, (Managing Director of McDonalds Restaurant in Singapore) said, Breakfast is the most important meal of the day and also one of the fastest growing meal segments in Singapore. National Breakfast day is a way of thanking our customer for making a McDonalds breakfast the start of their day. . (McDonalds.com.sg, 2013) This campaign giving McDonald an opportunity to thank their customer for their continued support and at the same time it also a chance to earn loyalty from customer. (Campaignbrief.com, 2013) In 2012, McDonald launched a campaign called Meet Share Love campaign. (rmhdallas.org, 2013) Due to Singaporean live in a busy life, often hard to connect to one and another. Therefore, McDonald decided developed this campaign and wish through this provides an opportunity for customer to build relationship. Goal of this campaign is want to bringing together two generation

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peoplechildren and their grandparents. (meetsharelove.com, 2012) Through this campaign McDonald able to build up customer trust. Evidence above proves that McDonald using campaign to built up a relationship with customers. Went through the campaign able making their brand comes alive in a very real way in front of the customer, makes all of the people familiar their brand.

Singapore Airline
Nowadays, various globally recognized company use sensory and experiential marketing in order to achieve brand loyalty and increase sales, where the most obvious brand name is Singapore Airline. (Namita Rajput and Rati Dhillon, 2013) Singapore Airlines (SIA) is an internationally recognized as one of the leading carriers in the world. (Jochen Wirtz and Robert Johnston, 2001) And it is one of the most profitable airlines in the world. Due to Singapore Airline have an extraordinary service and facilities different than other airlines. For instance, each time the Singapore Girls spoke to you, they kneeled down, looked at you at eyelevel and then spoke. (Shashank Nigam, 2010) Singapore Airline is the best Airlines in the world are because of their impression service as well as the quality meal and drinks. (Lee Abbamonte, 2012) In order to select the best wine, SIA conducts two formal tastings annually in Singapore and will invite three world renowned wine experts which include Michael Hill-Smith is Australia's first Master of Wine (the world's highest wine
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qualification), Jeannie Cho Lee is the first Asian Master of Wine and Steven Spurrier, from London, is a leading authority and author on wine to help them make decision which wine is the best. (Singapore Airlines Limited) SIA has get award from the top 8 best Airlines for Drinking. (foodrepublic.com, 2012) Based on the airline of customer satisfaction index of Singapore 2013, rank at top one is Singapore Airline. The statistic shows that SIAs customer stratification is 79.4, compare to 2012 have been increase 1.6. (Singapore Management University, 2013) Mr. Yap Kim Wah, SIAs Senior Vice President responsible for Product and service, explained We have a high reputation for the service which means that when someone fly with us are come with high expectation. But we still want them to come away saying Wow! That was something out of the ordinary. . (Jochen Wirtz and Robert Johnston, 2001) This is reason why, SIA always the best choice for customer. Its mainly due to SIA always impressed and 'Wow' their customer. For instance, in 2013, December 31, Singapore Airline organizes a mini concert for customers celebrate Christmas. (wazzuppilipinas.com, 2013) Through this small campaign to make customer feel warm, at the same time able make customer familiar their brand. Through my research, have over 58.8% of people who wrote a review think SIA offers a good value for money and 41.2% of people who wrote a review think SIA offers a excellent customer service.(airlikes.com, 2011) In order to delivery an extraordinary service and experience for customer, cabin crew giving effort to serve the customer. Moreover, SIA also investigate all complaints and try

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to solve it as well as ensure the mistake is only ever made one. (Springer Science +Business Media New York, 2012) Through this action, makes customer feel like they are important and respected. "An experience occurs when a company uses services as the stage - and goods as props - for engaging individuals in a way that creates a memorable event."-Joseph Pine and James Gilmore, the Experience Economy, Harvard Business Review. Above prove that SIA provides a sensory experience for customer and also build company image meanwhile making a relevant and memorable connection to a customer on a personal level.

Conclusion
In my opinion view, a successful experiential marketing is achieving specific marketing objectives by providing the consumer with a unique experience that involves the brand, supports the brand positioning, and seeks to link the consumer to the brand through positive one-on-one interaction.

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Reference
1. Maya Angelou. BrainyQuote.com, Xplore Inc, 2014. Available from:<http://www.brainyquote.com/quotes/quotes/m/mayaangelo392897.htm l> [Accessed 25 February 2014] 2. Maya Angelou. Goodreads.com, 2014. Available from:<http://www.goodreads.com/quotes/5934-i-ve-learned-that-people-willforget-what-you-said-people> [Accessed 25 February 2104] 3. Erik Hauser, n.d. Experiential Marketing Forum. [Online] Available from:< http://www.experientialforum.com/> [Accessed 25 February 2014] 4. Annie Dimatteo, 2011. What is Experiential Marketing? [Online] JUN 28. Available from:<http://www.webolutions.com/blog/what-is-experientialmarketing/> [Accessed 25 February 2104] 5. Christy Belden, 2012. Experiential Marketing. [Online] JUL 18. Available from:<http://www.slideshare.net/cbelden/experiential-marketing-13687019> [Accessed 25 February 2014] 6. Kevin Johnston, 2014. Difference between Traditional Marketing & Experiential Marketing. [Online] Available from:<http://yourbusiness.azcentral.com/difference-between-traditionalmarketing-experiential-marketing-4574.html> [Accessed 25 February 2014] 7. Wanda Thibodeaux, 2014. What is Experiential Marketing Define As. [Online News] Available from:<http://smallbusiness.chron.com/experientialmarketing-defined-as-23722.html> [Accessed 25 February 2014] 8. Becore, 2103. Experiential Marketing: Make Immediate Sales. [Online] NOV 20. Available from:< http://www.becore.com/tag/experiential-marketing/> [Accessed 25 February 2014] 9. Namita Rajput and Rati Dhillon, 2013. Experiential Marketing. [Online] NOV 7. Available from:<http://www.ripublication.com/gjmbs_spl/gjmbsv3n7_04.pdf> [Accessed 25 February 2014]

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10. Jochen Wirtz and Robert Johnston, 2013. Singapore Airlines: What It Takes To Sustain Service Excellence A Senior Management Perspective [Online] Available from: < https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=9&cad =rja&uact=8&ved=0CGAQFjAI&url=http%3A%2F%2Fwww.researchgate.net %2Fpublication%2F228773418_Singapore_Airlines_what_it_takes_to_susta in_service_excellencea_senior_management_perspective%2Ffile%2Fd912f 5091c10118ae3.pdf&ei=8bcZU9q2L4Obigeh34CYBQ&usg=AFQjCNFVS1xx CaPIjbGTPu_7r1vZImNL6A&bvm=bv.62578216,d.aGc> [Accessed 25 February 2014] 11. Angeliazhou, 2010. Singapore Airline Apply to Differentiation Strategy. [Online] Available from:<http://www.studymode.com/essays/SingaporeAirlines-Apply-To-Differentiation-Strategy-348583.html> [Accessed 25 February 2014] 12. Shashank Nigam, 2010. How brands like Singapore Airlines and Emirates win your heart? Its in the eyes. [Online] NOV 30. Available from:< http://simpliflying.com/2010/how-brands-like-singapore-airlines-andemirates-win-your-heart-its-in-the-eyes/> [Accessed 25 February 2014] 13. Lee Abbamonte, 2012. Why Singapore is the Best Airline in the World. [Online] OCT 12. Available from:< http://www.leeabbamonte.com/traveltips/why-singapore-airlines-is-the-best-airline-in-the-world.html#comments> [Accessed 25 February 2014] 14. Singapore Airline Limited, n.d. Wine Selection. [pdf] Available from:<http://www.singaporeair.com/pdf/media-centre/bg-wine.pdf> [Accessed 25 February 2014] 15. Emily Saladino, 2012. The 8 Best Airlines for Drinking. [Online] MAY 14. Available from:<http://www.foodrepublic.com/2012/05/14/8-best-airlinesdrinking> [Accessed 25 February 2014] 16. Ms I-Hua, 2013. Singapore Airlines. [Online] DEC 8. Available from:<http://msihua.com/2013/12/singapore-airlines-wine-tutorial-vue-demonde-rialto-melbourne-cbd/> [Accessed 25 February 2014]

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17. Singapore Management University, 2103. Customer Satisfaction Index of Singapore 2103. [pdf] Available from:<https://ises.smu.edu.sg/sites/default/files/ises/csisg2013q2_executive summary_v4.pdf> [Accessed 25 February 2104]

18. Singapore Management University, 2012. Customer Satisfaction Index of Singapore 2012. [pdf] Available from:<https://ises.smu.edu.sg/sites/default/files/ises/pdf/csisg2012q2_execut ivesummary.pdf> [Accessed 25 February 2104] 19. Berned H. Schmitt, n.d, Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate. [E-book] Available from:<http://books.google.com.my/books?id=d6TsNYeb1lUC&pg=PA42&dq =experiential+marketing+of+Singapore+Airline&hl=en&sa=X&ei=fAgaU5mu KtCTiAex9IGgDQ&ved=0CEAQ6AEwAA#v=onepage&q=experiential%20m arketing%20of%20Singapore%20Airline&f=false> [Accessed 25 February 2014] 20. Airlikes.com, 2011. Singapore Airlines. [Online] Available from:<http://www.airlikes.com/singapore-airlines-reviews> [Accessed 26 February 2014] 21. Springer science + Business Media New York, 2012. University of Wisconsin Department of Statistics. [pdf] Available from:<http://pages.stat.wisc.edu/~yandell/doc/2012/211325_1_En_38_Chap ter_Author.pdf> [Accessed 26 February 2014] 22. Mea-awards.cim, 2103. Marketing Excellence Awards 2013. [Online] NOV 12. Available from:<http://mea-awards.com/SG/mea-finalists> [Accessed 26 February 2014] 23. McDonald.com.sg, 2013. Singapore Joins the Worlds Largest Ever Breakfast Giveaway. [Online] MAR 11. Available from:<https://www.mcdonalds.com.sg/press_release/singapore-joins-theworlds-largest-ever-breakfast-giveaway/> [Accessed 26 February 2014]

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24. The Sunday Times, 2013. McDonalds gives away more than 100,000 free Egg McMuffins islandwide.[Online News]. Available from:<http://www.straitstimes.com/breakingnews/singapore/story/mcdonalds-gives-away-more-100000-free-eggmcmuffins-islandwide-2013031> [Accessed 26 February 2014] 25. Blogspot.com, 2013. Egg-citing free breakfast with McDonalds National Breakfast Day. [Online] MAR 17. Available from:<http://ellenaguan.blogspot.com/2013/03/egg-citing-free-breakfastwith-mcdonald.html> [Accessed 26 February 2014] 26. Campaignbrief.com, 2013. McDonalds Singapore launches breakfast promotion and menu with Clear Channel Play. [Online] APR 2. Available from:<http://www.campaignbrief.com/asia/2013/04/mcdonalds-launchesbreakfast-p.html> [Accessed 26 February 2014] 27. Meetsharelove.com, n.d. MEET SHARE LOVE. [Online] Available from:<http://www.meetsharelove.com/> [Accessed 26 February 2014] 28. Rmhdallas.org, 2013. Share the Love. [Online]Available from:<http://www.rmhdallas.org/how-you-can-help/share-the-love/> [Accessed 27 February 2014]

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