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EXPERIENTIAL MARKETING

May 31st, 2021 by

About Experiential Marketing

 

Nowadays for any brand to sustain itself in this cut-throat, ever-evolving market, it needs to instil a certain recall value in the minds of customers. Brands are increasingly looking for different strategies and techniques to provide customers with a unique experience so that the brand establishes strong, lasting connections, increasing the brand’s reach through recommendations and positive feedback. As an Experiential Marketing Agency Maxperience is all about building a brand’s connection with its customers.

 

Maxperience as a brand symbolizes our aim of maximizing the experiences of our clients and the people associated with our journey.

 

At Maxperience we take brand and customer connections seriously which is why we follow the Experiential Marketing model, also known as “Engagement Marketing ” a marketing strategy that invites an audience to interact with your business face to face. This marketing strategy focuses on engaging customers through branded experiences. The idea behind this type of innovative marketing is to focus on the buyer’s enjoyment, generating a positive feeling for the brand. The experience/feeling that the buyer experiences allows the brand’s products & services to be recalled for a longer period and create value in the minds of the customer.

 

It sounds a bit like Event Marketing which makes sense as Experiential Marketing campaigns do tend to be event-centric. Maxperience and its team aim to create an event, an experience for their brands to interact and connect with existing & potential customers and ensure that the brand makes a positive impact within the customer’s mind.

 

Why Experiential Marketing matters?

 

In all our years of operating as an Experiential Marketing Agency, Maxperience has realized that brands are looking for a persona that sets them apart from their competition and allows customers to not only value the brand but to recall them easily and create a sense of positive feeling every time the customer interacts with the brand. 

 

It is observed that experiential marketing boosts a brand’s value and creates a lasting connection between the brand and customers. This allows the brand to collect vital data from customers that allows brands to improve strategy.

 

These campaigns take the integrated approach, keeping the primary purpose of brand experience at the top. 

 

The campaigns can utilise digital mediums such as a digital museum or a video portraying select customer interactions. However, the most effective is to creatively create an event such as concerts, sporting events, art exhibitions etc. 

 

One must keep in mind the 3 main criterias while strategizing the experiential marketing plan :

  1. The action should stimulate active participation & engagement of customers.
  2. Promotion of brand values & message (not just the product or service offered)
  3. Maintain communication with the audience.

 

How are brands using Experiential Marketing? 

 

Maxperience’s creative team is passionate and dedicated to providing your brand with the right marketing experience. While going through our Marketing archives we found some amazing examples of creative Experiential marketing. Here are 3 of our favourite Experiential Marketing moments by other brands

Volkswagen: Piano Staircase

https://www.youtube.com/watch?v=SByymar3bds

Volkswagen initiated their campaign “The Fun Theory” in 2009, by installing a giant piano on the staircase of a subway in Stockholm, Sweden. The campaign “The Fun Theory” suggests that people are more likely to do something that they enjoy or looks fun to do. However, the Volkswagen campaign wasn’t just all about fun, it had a deeper meaning, as the automotive industry started its environmentally friendly products, Volkswagen wanted to help people realise that they must take a step forward into a healthier lifestyle to go along with it.

Stats – as seen in the video 66% more people chose to take the stairs over the escalator in this particular subway exit, as a result of being fun!

Coca-Cola: FIFA World Cup VR Experience

https://www.youtube.com/watch?v=D7sttCH7ziQ

During the Fifa World Cup, Coca Cola installed a VR experience for consumers in Zurich, Germany. The VR experience was installed in front of a train station. You could stand in front of the screen & show your football moves next to a famous football player. This experience allowed the attendees to have a unique interaction with the brand & create a sense of value for the brand.


Red Bull: Stratos 

https://www.youtube.com/watch?v=dOoHArAzdug

Red Bull has from the very beginning of the brand has been at the forefront of extreme sports. In 2012 they took that extreme to a new level by creating a campaign that was set to break world records. Red Bull’s superterrestrial marketing campaign featured Felix Baumgartner, a skydiver from Austria who partnered with Red Bull to set the world record for highest Skydive.

That record: 128,000 feet, about 24 miles above Earth’s surface.

 

How has covid-19 affected Experiential Marketing ?

 

Until last year, businesses were looking towards experiential marketing with shining eyes as this was the next big thing to help create a meaningful connection between customers and brands. 

 

However, by early 2020, Covid-19 came like a force no one saw and forced cancellations of physical events worldwide.

 

With everything shut down, B2B marketers realized that all their in-person, face to face marketing strategies would have to be rethought to accomplish their goals. Fast forward to the end of the year, technology has taken the main stage – virtual events, webinars, online meetings and more have taken the front seat. 

 

Brands started to see digital platforms as a way to connect to their customers by engaging with customers, sharing relevant news and creating a space where people could share their thoughts.

 

As an experiential marketing agency, Maxperience sees the advantage of going digital that allows you to create scenarios in the virtual world inspired by everyday life experiences and put a spin on it by adding a game or asking them to share their ordeal or way of dealing with things. We have to remember to give the attendees a way to interact with the brand or one another & deliver content in a fun way to not bore them.

 

What one must keep in mind is that you want to give attendees a way to interact with the brand even if it is on a virtual platform. We have to find a way to enforce interaction, maybe have games for them to play, anything that will keep them engaged.

 

However, interesting and amazing the digital capabilities are and the new avenues they open for us in such difficult times, we should remember that in the end human interaction will be missed and will see a comeback when the time is right.

 

OFFROAD TYRE SELECTION

July 30th, 2019 by

 

Changing Tyre Needs of New Age SUV owners

Back in the day, everyone ran regular tyres on their SUVs with pretty much just the one tyre tread decision “cheap”, but not anymore. More and more people in today’s generation of SUV owners have started to understand & focus on importance of correct tyre selection for their SUVs.

 

Tyre Selection Conundrum

So how do we select tyre? In modern day SUV environment, we want our tyres to grip in all conditions from dry bitumen to high degrees of offload including sand, slush, ice to rocks. We also want our tyre to resist punctures, carry loads but still offer fuel economy and low weight. Happily, modern tyre technology is helping us have it all.

 

Why Right Tyre Selection is so crucial?

It becomes very crucial to select a right tyre even on highways, & specially during off-road conditions. Right tyre means a right combination of tyre size, tread, pattern, width, compound depending of terrain you generally drive on. If we ask why is it important than here are few reasons:

  •  Right tyre selection gives you better traction & grip
  • Right tyre selection gives you better stability & breaking on tracks or highways
  • Right tyre selection avoid punctures
  • Right tyre selection ensures that you are not putting undue pressure on your engine
  • Right tyre selection ensures the level of noise car make on a track or a highway
  • Right tyre selection for the conditions decrease chances of car component wear out
  • Right tyre selection can help increase fuel efficiency

TYRE THREADS OR PATTERNS

June 29th, 2019 by

 

To understand tyre selection better, lets go into specifics of SUV tyres or off-road tyres as they say. These tyres are broadly grouped in three categories: Highway Terrain, All Terrain and Mud Terrain.

 

Highway Terrain (H/T) tyres are the lightest in construction and the quietest and the smoothest to drive on. These tyres, with a tread pattern much like a car tyre, are also usually the best for tarmac traction. H/T tyres are fitted to most new SUVs as standard because they are often cheaper to produce than other tyres.

As most new SUV owners don’t go off-road, H/T tyres score well in the around-the-block test-drive for their smoothness. So, it’s a no-brainer that H/T tyres are the pick of almost all SUV manufacturers. Not only do H/T tyres have the lightest construction and most car-like tread pattern, they have a higher speed rating and lower load rating. They are ‘Passenger- rated’ tyres for this reason.

 

All Terrain (A/T) tyres are the next step up from H/Ts for off- roading. A/T tyres are usually built stronger and have better tread patterns for hitting the tracks, and they are the best compromise for when you mix urban driving with the occasional off-road trip. Depending on the specific tyre, it may be noisier and offer less on-road grip than an H/T tyre.

A/T tyres take in the middle ground, with typically a lower speed rating than an H/T but have a higher load rating. However, not all A/T tyres are built equally tough, because tyre manufacturers design them according to what they believe is important.

 

M/T tyres (the heaviest and strongest construction, with a blocky, deep tread pattern) have a low speed rating and a high load rating. Their tread pattern is designed for muddy off-road conditions and, while they offer good grip in other off-road situations such as rock shelves, they are not the best for sand driving. On the road, M/T tyres can be noisy and harsh, and they don’t provide the same level of handling or grip as A/T or H/T tyres.

The M/T’s extra rolling resistance also causes increased fuel consumption. It’s no wonder the M/T is favoured for specific usages only. For heavy-duty off-roading, M/T tyres are the ultimate choice, as their heavy construction provides good puncture resistance.

 

Tyre Ratings Guide

With tyres, it’s a shame you can’t try before you buy, but that’s the same with most consumables. So here we present a tyre guide with which you’ll be able to go in with tyre selection eyes wide open. Every tyre is marked with some engravings with some number and codes, so here we try to explain all of them.

 

3 types of size description are used on SUV tyres. Example:

 

265/65R17 100T
265 = section width (in millimetres)
65 = sidewall aspect ratio (as a percentage) R = tyre construction (in this case, radial) 17 = rim diameter (in inches)
100 = load rating (in this case, 800kg)
T = speed rating (in this case, 190km/h)

 

9.50R16LT
9.50 = width (in inches)
R = tyre construction (in this case, radial) 16 = rim diameter (in inches)
LT = Light Truck construction

 

32×11.50R15LT
32 = diameter of tyre mounted on rim (in inches) 11.50 = section width (in inches)
R = tyre construction (in this case, radial)
15 = rim diameter (in inches)
LT = Light Truck construction

 

Speed Rating

Speed Rating Symbol

Max Speed (km/h)

N

140

P

150

Q

160

R

170

S

180

T

190

U

200

H

210

V

240

BEST OFFROAD TRAILS OF INDIA

June 29th, 2019 by

 

1. Little Rann of Kutch:

The Rann of Kutch which spreads over 16000 sq km is divided into two-the Little Rann and the Great Rann. Little Rann of Kutch is a large salt marsh situated in Gujarat. The terrain in the Little Rann is dusty, dry and arid for the most part and might not even look challenging at first. But it does throw up surprises in the form of marshy ruts, which under the dry surface hide clay mud that can make driving through these parts a challenge.

 

2. Manali to Chandra Tal & Kaza

As you plan to drive in Himalayas, this is an offload trail which is a must do. This a multi-day trip which start from Manali, & once you cross Rohtang Pass, you have to take a right towards Kaza. The route is literally a river-bed with huge rocks & boulders on the way which shall test your vehicle and you to the fullest. After driving 50 odd km, you approach beautiful Kunzum pass, from where you can make a decision to go to Chandra Tal or Kaza. On way, you shall experience one of the most serene beauty of Himalayas in world renowned Lahual- Spiti region.

 

3. Gir Forest National Park, Route 2 – 6:

Among the list, this one could be your favourite off-roading trail. The route isn’t that challenging but will be an adventure when you confront an Asiatic lion. This is the last place where you could see this lion. But don’t let your excitement kill you. Stay in your vehicle during the whole trip. Gir also supports a large population of the leopards and is famed for having the largest concentration of carnivores. So now you’re in a 4×4 surrounded by all these animals. This is more of a relaxed off- roading trail, the one which is suitable for those who are not ardent fans of extreme off-roading.

 

4. Devarabetta:

If you love to drive on the rocks then Devarabetta is the best place for it. The place is 3 hours from Bengaluru. If you’re coming from Bengaluru, then you need to take the Pearl valley route and keep continuing straight. Remember only 4×4 is advised for this trip. The roads are narrower, but once you cross the Tamil Nadu border they become wider. You’ll reach the temple after travelling around 5-6Kms inside the village. The way to the top is very challenging and a normal vehicle is not going to scale it easily. Some off-roading customisations will be helpful for climbing the rocks.

 

5. Bisle Ghats:

Some 34 Kms from Sakleshpur, you’ll discover an amazing place for off-roading, Bisle Ghats. The road to Bisle Ghats is surprisingly very good. The roads get narrower as you approach Bisle Ghats. At first, they look good like an exit ramp from a freeway, but after a while, it gets worse and you’ll pray to god that nothing happens to your 4×4. There are more than 15 waterfalls along the route. In fact, at one point the road gets converted into a passage for the waterfall. Your visibility will drop to 20-30 meters by evening, so preferably start the trip in the morning. It’s going to be very difficult as the daylight starts to fade. Fog lamps will help you very much.

 

6. Palar River Trails

The Palar River is a subterranean river that runs across South India. With its source in the Nandi Hills in Karnataka, the river traverses three different states over a distance of 350 km to meet the Bay of Bengal near Kalpakkam in Tamil Nadu. The terrain is a mix of water, sand, slush, boulders, rocks and rubble that offers excellent opportunities to set up challenging Off-Road Special Sections. Please beware that these sections can very tricky at time, and its advisable to have a capable vehicle, lots of experience & good company for attempting the same.

 

7. Thar Desert in Rajasthan:

Thar desert in Rajasthan (in districts of Churu, Bikaner, Jaisalmer & Barmer) provides excellent opportunity to explore sand off-roading. Beauty is that one can find numerous trails of every difficulty level as needed. Similarly distances may also vary from few kms to few hundred kms depending on your wish. Its an off-roading paradise for every experience level & vehicle capability. Just ensure that you are carrying good recovery equipments in case you are stuck. Also a local route guide is a must as desert at times can be very deceptive & you may get lost.

 

8. Sach Pass- Pangi Valley:

Sach Pass is situated at an altitude of 4,420 meters or 14500 feet lying on the Pir Panjal Range of the Himalayas and connects Chamba Valley with Pangi Valley in Himachal Pradesh.

Every year the pass gets open from late June or early July to mid-October and then the road closes for winters after heavy snowfall. At the beginning of the trip the roads are good, but then it is mostly non-existent roads, rocks, boulders on road, multiple gushing water crossings, landslide points, slush near the pass and some very tricky sections. This could arguably be the best off-roading trip you could ever do.

OFFROAD DO’S, DONT’S & TIPS!

June 29th, 2019 by

 

Off road driving can be a great buddy or family fun adventure, but knowing the abilities and limitations of yourself and your vehicle is very crucial when heading out touring with your 4wd. Scratching and damaging the body of your 4wd is not acceptable for most 4wders and in order to go offroad without breaking your SUV, you need to know a few tips and tricks of the trade!

 

  1. Understand your Vehicle. Read your vehicle owners manual before you take your SUV off road. Learn the functions of your vehicle and what each button does. You should be well aware of your vehicle’s power, capability & limitations.

  2. Check your Vehicle. Thoroughly check your vehicle’s condition before you venture off-road. Different Oil-Levels, battery condition, different mounts, break’s condition, wiper washer water, coolant level & other general checkup is a must before start.

  3. Check your Tyres. Tyres are one of the most important part of any off-road journey and often the key differentiators between a happy experience & not so good one. Ensure the right off-road capable tyres with correct pattern & compound. Also check tyre condition, which should not be worn out & treads should be good.

  4. Check your Tools. It is also termed as preparing your recovery. Ensure that you are having right tools in you vehicle for hitting off-road trails. Essentials for normal off-roading include tyre-changing equipment, tow strap, air compressor, a small wooden hard board, jump start wire etc. You may also need special tools like a snow chain (for snow), snorkel (for water wading or river crossing), winch (extreme climbing) etc.

  5. Be Ready for Worst Case Scenario. You never know what are you going to face, so prepare for worst case scenario. Be prepared with emergency stuff like drinking water, emergency ration, first aid kit, cell phone, gps trackers etc.

  6. Never go out alone. Even a short trip could end up being costly if you make a mistake. You can’t foresee everything that might go wrong, but being prepared with recovery equipment and a maintained vehicle will help. But think about being offroad by yourself and you have an accident or your vehicle breaks down or someone is injured… what do you do next? With another vehicle, your chances of getting home safely are greatly improved.

  7. Have a Plan. Whenever you are venturing out for off-roading, have a clear plan among your group. Plan difficulty level, distances, durations, group formations, spotter signals, group communication etc well & in advance.

  8. Research the area & Know the Terrain. Check out the area you’re planning to attempt. Ask about the conditions of the tracks in the area and know the terrain you are going to face. It is great to know in advance if you going to face slush or rocks or what else.

  9. Check the weather. Make sure you don’t get caught out in a massive thunder storm in a creek bed that is now flooding. Many have been caught out by unexpected sudden fast flowing water during the rains.

  10. Analyse the Trail. Before entering a trail, or a challenge it is usually very helpful to have a quick walk to check out the condition of the track, even if partial if cannot be complete. It could save you hours of recovery time or worse, damaging your 4wd.

  11. Know your ground clearance. This may take some experience off road, but you should know where the lowest point of your vehicle is. This can help you avoid larger obstacles off road and keep the underbody of your vehicle from grinding you to a halt.

  12. Know your angles. Knowledge of your approach angle, break over and departure angle clearances will enable you to negotiate obstacles a lot easier off road.

  13. Know your size. Know your SUV’s height and width. Will your vehicle clear the narrow clearings or overhanging trees? If not, don’t venture down the track to check a trail or challenge before attempting it.

  14. Know your 4wd system. Make sure you know about the diffs and transfer case of your 4wd. Is it electronically controlled? Do you have traction control? Are there lockers or an LSD in the diff? If your do not know, look manual, online or ask other owners of the same vehicle about these features.

  15. Seating position is important. When offroad, sit in a relaxed upright position with a loose steering wheel grip taking care not to place your thumbs in the centre section. This will allow you to drive comfortably with less strain on your back. You will avoid hurting your thumbs should the steering wheel pull voilently to one side as you travel over a rock or rut.

  16. Engage low-range before you need it. Or use the lowest Gear possible. On vehicles fitted with a center diff lock, this should be disengaged once traction is regained. Low range should be kept engaged until clear of all hazards.

  17. Lower your tyre pressures. Always lower your tyre pressures before entering an off road situation. If conditions are soft or boggy this is especially important. Lower tyre pressures also help prevent tyre punctures from sharp rocks.

  18. Use a spotter. Have one of your fellow off-roader as companion to help you over difficult terrain. Often a spotter can see and prevent damage on your vehicle before you can. They can help you place your wheels effectively for the best traction.

  19. As Slow as Possible, As Fast as Required. The key to successful & enjoyable off-roading is this principle. It is important to not rush through off-road trails and maintain an optimum speed. While too slow kill the momentum, too fast usually results in lost traction & vehicle damage. Finding that right balance is the key.

  20. Apply small amounts of throttle. Care should always be taken when applying the throttle. Excess right foot can cause you to spin the wheels and get stuck by digging you in further.

  21. Maintain momentum. Momentum will help you overcome the drag on your tyres from soft ground such as sand or mud. This can help you from getting stuck when it is clear there are no obstacles for you to damage your vehicle on.
  22. Stayintheruts. This is important to minimise environmental impact as well as keeping your vehicle from lifting wheels and losing traction.

  23. Walk the water crossing before driving it. Always test the depth of water crossing situations. Walking a crossing can show you where large obstacles like rocks can be found under the water level. The maximum depth you should be crossing is approximately 20 inches or the depth of half your wheel height.

  24. Protect your brakes. Make sure they are dry after a water crossing before proceeding. When travelling down hill, make sure not to apply them too much as to overheat them.

  25. Practise safe recovery techniques. Should you get stuck, plan out your recovery before going ahead and doing it. Make sure all persons are clear of the recovery before proceeding. If jacking is required, make sure the vehicle is supported before working on it. For safe recovery why not try out Tough Tracks.


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