The Marketing Association of Xavier Institute of Management, Bhubaneswar (XIMB), MAXIM, organised its annual business conclave ‘Mercatique’ here on Sunday on the theme “Enhancing Customer Engagement through Experiential Marketing” on Sunday.
Harley-Davidson Motor Company Marketing and PR (India) head Imran Qadri, Aditya Birla Capital Health Insurance Chief Marketing Officer Darshana Shah and Acer Chief Marketing Officer and Consumer Business head Chandrahas Panigrahi attended as guests.
Qadri talked about the concept of experiential marketing for different segments and the tools and techniques to be used for existing customers. He quoted that “Existing customers have to be engaged through community-driven marketing”.
Taking Harley-Davidson India's marketing practices as an example, he spoke about the role of micro-influencers as well as the usage of existing resources for improving the employee and consumer correlations.
While Shah talked about consumer engagement marketing in the health sector, and how customers can “buy and engage, not buy and forget”, Panigrahi focussed on engaging potential consumers, and the role of experiential marketing in creating a good memory which is crucial for amplifying satisfaction and loyalty.
He further elucidated on the finer aspects of offline and online experiential marketing and how both aid in giving an experience to the consumer, not just a mere product.
An interactive question and answer session was held followed by the launch of MaxEdge, the annual magazine of MAXIM.