COMPANY TOUR: AN INNOVATIVE EXAMPLE OF EXPERIENTIAL MARKETING

• Autor(a) principal: Guenaga Garay, Galder
• Data de Publicação: 2013
• Outros Autores: Hernando Saratxaga, Goizalde
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://tmstudies.net/index.php/ectms/article/view/496
• topic: Company tour; experiential marketing; memorable experience; authenticity; edutainment

According to marketing gurus, marketing has undergone a major change, a paradigm shift, since the consumer no longer chooses a product or service only for the cost-benefit ratio, or its functional attributes, but for the experience offered before, during and after the purchase. Therefore, the consumer needs and demands authentic, multisensory, memorable experiences. Thus, experiential marketing seeks to create holistic experiences for consumers through companies/brands associated with deep sensory, affective and creative perceptions. Experiential marketing attempts to establish a personal and meaningful interaction with the consumer that is not achieved with traditional marketing. In this regard, this paper makes a review and a summary of the concept of experiential marketing, and also displays and shows that the phenomenon of visiting live companies can be an innovative and effective tool of experiential marketing for companies and also an innovative and effective form of experiential edutainment for consumers/visitors. As an example, this paper provides some empirical evidence based on eight real and successful experiences