Experiential marketing means constructing the product along with customers: Manoj Adlakha
Veteran marketeer Manoj Adlakha shared his insights on experiential marketing and how his new company RedBeryl is ensuring customer satisfaction during the e4mRedCarpet Experiential Marketing Summit
Experiential marketing requires an integrated approach as the primary purpose is to help a customer experience a brand in a tangible, offline way, but still have an online dialogue around it, said Manoj Adlakha, founder and CEO, RedBeryl Lifestyle Services.
Speaking during a keynote session on ‘The Pivotal Role of Experiential Marketing in Today’s Complex Market Environment’ at the e4mRedCarpet Experiential Marketing Summit 2023 held in New Delhi, Adlakha explained that in experiential marketing, it is important to take the customer along through the journey and provide a customised experience.
“I’ve been a marketeer for around 20 years. When you look at conventional marketing vs experiential marketing, in my view, the latter involves moving away from day-to-day transactions to a relationship. You are taking a customer along with you through the journey. They should feel you are constructing a product together and the campaign together. They should feel an inherent part of the process. It is also called engagement or participation marketing,” he said.
He added that customisation and personalisation is also important as it makes the customer more involved.
Highlighting the right ways to leverage experiential marketing, he said an integrated approach is required as the primary purpose is to experience a brand “in a tangible, offline way, but still have an online dialogue around it.”
“Often, the biggest challenge is reach. Amplify and let others experience it vicariously through the lens of their favourite social media influencers. At the heart of it is how memorable you can make the experience. The more unique it is, the more lasting the memory and the brand connect,” he said.
“Experiential marketing takes a rather organic approach towards creating lasting impressions and consumers that they’d want to share with others.
Adlakha is the founder and CEO of RedBeryl Lifestyle Services, which was set up just a few months ago in New Delhi with a team of about 33 people. They are expanding in various cities including Mumbai, Pune, Bengaluru and Hyderabad, he said.
Talking about his venture, Adlakha said, “People have the money but there is a time constraint. That is where we fill the void. We provide marketing experience to HNI (high net-worth individuals) customers through something we have curated. It is called ‘dream-weaver’. It is basically the job of our relationship managers who will reach out to customers and ask them what they are looking for and what their needs and requirements are.
“For example, if you want to send a Rakhi to San Francisco, you plan your whole calendar. Or your son wants to have an experience with a Wimbledon player, or you want to go for F1, want visa services at doorstep, we organise everything for you. We provide access to 3000 clubs across the world,” he said, adding that his company also provides unlimited, complementary and fast track access to 62 lounges across India at domestic and international airports.
