Tag: experiential marketing
On a recent study trip to Universal Studios Singapore (USS) at Resorts World Sentosa (RWS), I had the privilege of learning how the theme park – arguably the most popular in Southeast Asia – creates, develops and manages memorable and delightful guest encounters. While these strategies do not cover all aspects of a world class theme park’s operation, they do form an important component of their visitor experiences. These help to trigger positive word of mouth and generate repeat visits.
Extensive and Immersive Theming
In the hypercompetitive travel trade in Singapore, merely putting together a compelling itinerary with an attractive price isn’t sufficient. With a plethora of online travel portals like Expedia, Travelocity, Zuji and Wotif muscling into their space, brick and mortar travel agents need to find new ways to differentiate themselves. With the help of online travel service providers, consumers are booking airline tickets, selecting hotel rooms, renting cars, arranging land transfers, and even making reservations for restaurants and shows in advance.
While some players like MISA Travel have gone on to develop a more e-commerce savvy website, others such as ASA Holidays have organised full-fledged trade fairs to showcase their various offerings. Together with other big outbound tour operators like CTC Travel and Chan Brothers, ASA Holidays is pre-empting the upcoming NATAS Travel Fair with their own pre-sales event (I told you it was competitive).
Are these travel fairs successful? Well, join me for a tour of ASA Holidays’ recent fair at Suntec City and decide for yourself.
On a recent visit to Takashimaya Shopping Centre for Christmas shopping, my family visited their highly popular basement food mall area looking for gift ideas.
Amidst the festive air, I noticed that there were many stalls offering gourmet food items for sale where the delectable pastries and candies were made ‘live’ by chefs.
Article first published as Book Review: Conversational Capital by Bertrand Cesvet on Blogcritics.
By now, many would’ve heard of buzz and viral marketing, experiential marketing, and the art of conversational marketing. Many would have also learned about three key marketing ideas: creating a Purple Cow, pushing an idea over the Tipping Point, and the almost religious need to use social media in marketing.
“Roar, Growl, Hiss, Grr, Screech and Scream!”
Welcome to the world of the fabulous dinosaurs (also known as the “terrible lizards”) at Dinosaurs-Live!, a recently opened exhibition at the Singapore Science Centre. Happening from now til 26 Feb 2012, the exhibition showcases almost 50 life-sized dinosaurs, reptiles and other prehistoric creatures brought realistically back to life by awesome animatronics.
I couldn’t believe my eyes when I read this 2009 article in Museum Audience Insight on how technology is actually preferred by older museum visitors to younger ones. Have a look at the chart below:
Courtesy of Museum Audience Insight
As the importance of 360 degree immersive marketing grows, companies should consider curating and choreographing experience-rich physical environments in their retail outlets. A good way to do so would be putting up 3D exhibition displays that help to augment and enrich the overall experience of one’s customers.
In this regard, the Singapore Science Centre can be considered one of the leaders of the craft. Attracting more than a million visitors a year, the Science Centre offers education, enrichment and entertainment all under one roof. As part of the PS21 EXCEL Learning Journey, I had the benefit of understanding how the Centre – considered one of the best in the world – goes about creating, developing and implementing an exhibition.
As I’ve highlighted in an earlier post three years ago, Singapore’s Changi Airport is well known for embracing experiential and immersive elements in its onsite marketing. Occupying a sprawling complex of buildings covering four terminals, the airport has concertedly marketed and promoted itself not only as a gateway to the world but a retail and dining destination for locals.
Courtesy of MaritimeQuest
At the kind invitation of Omy.sg and Royal Caribbean Cruise, I had the chance to glimpse into the jetsetting – or rather seafaring – lifestyles of the rich and famous on board the “Legend of the Seas”. It was a novel and eye opening experience considering the number of things one can do on board (you can check out the virtual tour here too).
Inaugurated on 16 May, 1995, the sizable passenger liner could take a full load of 2,074 passengers. Measuring close to 300 metres and weighing in at almost 70,000 tonnes (some of those in Europe are twice as heavy), the massive cruise ship provides endless entertainment through indoor and outdoor facilities like a rock-climbing wall, outdoor pool and jacuzzi, miniature golf course, bar and lounges, glass-walled dining rooms, a mini shopping mall and a casino (of course).