Experience emerges as the next differentiator and challenges traditional marketing.
Last month, Michael Graham, CEO of Thompson Connect Worldwide, was heard munching experiential advertising on a trip to India. Earlier that month, the Tata Group invited Bernd H Schmitt, founder and director of Columbia's Marketing Management executive programme and the author of Experiential marketing, to India to speak on the subject. Speaking to this newspaper, Schmitt said the Group was practising it for its small car, Indica. We are adding to the value of life. Customers groups are taken to the shop floor to see how the car of their fancy was built.