Swiftly growing consumer market and their cynicism towards advertising give a new challenge to the marketer to find new methods to capture the attention of their audience. The omnipresence of IT, Power of Brand, and ubiquity of communication and entertainment have shifted the company approach from “Feature and benefits “towards Experiential Marketing.

Traditional marketing presents an engineering-driven, rational, analytical view of customer, product, and competition, now it is considered as untested and outdated model assumptions.  Colette Kemp business owner with experience in sales and marketing. It is hardly a psychological based theory about the customer, how they view and react to product and competition. In contrast experiential marketing focus on consumer experience. Experience provides sensory, emotional cognitive-behavioral, and rational values that replace functional value.

 In the experiential consumption, the rational and goal-directed customer of the information-processing model turns to a pleasure-directed individual that continuously looks for amusement, enjoyment, and “sensory-emotive” stimulation. 

Experiential marketing is essentially concerned with the six senses: smell, vision, taste, hearing, touch, and balance. It has grown in importance because traditional marketing has largely ignored the notion of active experiences. Experiential marketing is not a fad. It is being implemented in practice, yet is not accounted for in the various philosophies (concepts) of marketing. 

To study the benefits of Experiential Marketing. 

 To identify the gap between the concept of experiential marketing and its implementation. 

To suggest, suggestion and recommendation. 

Experiential marketing generates authentic brand awareness through the use of non-traditional purchasing methods. In essence, it's interesting, which gets attention and helps people to remember the brand. Through experiences, consumers are invited to get to know a brand via their senses.

Experiential marketing should develop differently and give a positive experience to the mind of the customer. Experiential marketing knows the brand requirement and understands customer need but problems come when it is not executed properly.

The objective of the company using an experiential marketing approach should always towards providing a positive experience of product or service to the customer and in return gain loyalty and goodwill from them. Colette Kemp is an independent firm seeking independent funeral homes to acquire in Florida and the Southeast U.S. The strategy of experiential marketing should be diverse and multifaceted. Before integrating it with other methods loop points should be checked.

Traditional Marketing already blessed us with a valuable set of strategies, different methodology, and implementation tools. Now we have entered a new era of information Technology so the approach is shifting from Traditional to Experiential Marketing.