How to Launch Experiential Marketing Campaigns for Beverage Brands

Consumer experience is multidimensional and reflects a blend of cognitive-functional and emotional-hedonic needs and wants. Research is needed to examine how different hospitality firms can best build experiential brands' (i.e., through emotional bonding and the provision of pleasurable and memorable experiences, through calculative commitment and a more functional provision of value in satisfying needs, or through some weighted combination of 

these paths). Another path may be through self-brand congruency—when target customers (e.g., business travelers) identify with the brand (Courtyard by Marriott). When a brand becomes self-relevant, when customers feel that "this brand is me," it creates attitudinal loyalty—and signals successful strategic experiential brandingOpportunities exist for scholars and practitioners to make a significant contribution to hospitality-management knowledge by 

identifying boundary conditions or contexts where strategic experiential branding should focus more on emotional bonding or calculative commitment— or both— to enhance the customer's connection to the brand. Likewise, hospitality managers can contribute to knowledge in the consumer-experience domain by striving to better understand their customers' consumption motivations and leveraging this information for developing the service promises that guide 

Strategic experiential branding

Finally, the new domain of service experience management is untapped and ripe for examination. It is my hope that this commentary, by linking the conceptual ideas and case examples articulated by LeBel et al. in Chapter 21 with the empirical findings provided by various scholars publishing in the Cornell Hospitality Quarterly (CQ), offers readers direction for more rigorous study of and knowledge creation for the dynamic area of strategic 

experiential branding.The main objective of this study was to review the evolution and current concepts of experience marketing according to the main authors who were dedicated to the understanding of this field. The subject is part of the Marketing Science Institute Research Priorities, which points out the prevalence of studies for the marketing field. Although the subject is present in the national and international literature, there are few conceptual  

Given the importance of the topic, this research proposes a form of understanding the phenomenon of experience marketing, exploring a conceptual approach based on the critical appreciation of concepts related to experience marketing adopting the dimensions proposed by Schmitt (1999, 2002, 2006, 2010) and the typology proposed by Lanier Junior and Rader (2015). The research considers that the level of explanatory capacity and the level of 

Intentionality of an experiment

may vary for each consumer in the same experiment. Experience marketing emerges as the new wave of contemporary marketing, and provides the most consumer loyalty and relationship, which are elements emphasized in this area of studyEl presente estudio tuvo como objetivo central revisar la evolución y los conceptos actuales de marketing de experiencia según los principales autores que se dedicaron al estudio de ese campo. El 

forma parte de las prioridades de investigación del Marketing Science Institute Research Priorities, que apunta las prevalencias de estudios para el área de marketing. Aunque el tema está presente en la literatura nacional e internacional, los estudios conceptuales se encuentran en menor número. Dada su importancia, este estudio propone una comprensión del marketing de experiencia, examinada bajo un enfoque conceptual, basado en una 

apreciación crítica de los conceptos relacionados con el marketing de experiencia, usando las dimensiones propuestas por Schmitt (1999, 2002, 2006, 2010) y la tipología propuesta por Lanier Junior y Rader (2015), considerando que el nivel de explicación e intencionalidad de un experimento puede variar para cada consumidor de la misma experiencia. El marketing de experiencia surge como la nueva ola del marketing contemporáneo, y el que más proporciona fidelización y relación, foco de los días actuales en esta área de estudios.offer a distinct 

Competitive advantage and is much more 

effective in converting unfavorable or neutral predispositions into positive attitudes when compared to traditional advertisements. This is because the communicator is not seen as selling the product, but rather sharing the information expressively. In addition, word-of-mouth is more vivid, making it more accessible in memory and with more weight in cognitive judgments (ARONNE and VASCONCELOS, 2009). According to Smith and Hanover (2016), 

marketers began to realize that companies directed their marketing budgets toward actions that could be closer to their consumers in order to increase their sales. This happened around the time Pine and Gilmore (1998) released their book stating that the growth of the economy depended on the value of the experience. Marketing actions geared to the events of the brand were intensified in order to create memorable experiences to the consumers. According to S

mith and Hanover (2016), marketing actions such as advertising, promotional marketing, direct marketing or digital marketing have limited scope. The contemporary consumer interacts in real time with the brands of his interest, giving less importance to the opinions of the sellers and more to the opinion of other consumers on social networks, searching for information, interacting with other consumers, and providing new information according to 

Conclusion

their own experiences. The authors argue that nowadays, experience marketing has become “the new traditional marketing The vast majority of marketing communications are of auditory nature. We often hear messages on the radio, on TV, their jingles and songs, music at the point of sale, at restaurants, and even on airplanes. The sound of the word induces the perception of the object it represents, increasing the associations that a brand can have The 

investigations highlight the impact of music on consumer behavior in retail. Currently, it is present in most points of sale as an integral part of the atmosphere of the stores, as video clips, TV or ambient music. Even in the case of food trucks, many events feature local bands or DJs, bringing together gastronomy and music. Music has the power to contextualize 

different products placing customers in a state consistent with the products or services that the company sells. For example, playing a rock song at a store that sells guitars. Therefore, it is a way of connecting with the product, acting on the customer purchase behavior (The perception of smell differs from person to person and companies should take this into count. Women are more sensitive to smell than men, and each gender has distinct reactions to