Weekly Discussions on Marketing

Running Head: WEEKLY DISCUSSION POST ON MARKETING
Weekly Discussions on Marketing
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WEEKLY DISCUSSION POST ON MARKETING 2
Week 3 Concept Discussion
1) Which category did the survey say you were closest to - primary and
secondary.
Based on the results, my primary category is experiencers consumer group and my
secondary category is innovators consumer group.
2) Do you think this is accurate?
Firstly, according to VAL’s website, experiencers consumers want everything. They
are also first in and first out of trend adoption. Experiencers also go against the current
mainstream and are up on the latest fashions. They also love physical activity (are
sensation seeking). Another attribute is that they see themselves as very sociable and
believe that friends are extremely important. They are spontaneous and have a heightened
sense of visual stimulation (Strategic Business Insights 2018). On the other hand,
innovators are always taking in information (antennas up) and are confident enough to
experiment. In addition, they make the highest number of financial transactions yet they
are skeptical about advertising. They also have international exposure and are future
oriented. Another attribute associated with innovators consumers is that they are self-
directed consumers and believe science and R&D are credible (Strategic Business
Insights 2018). They also enjoy the challenge of problem solving and have the widest
variety of interests and activities (Strategic Business Insights 2018). Based on these
attributes, I believe the results should have been the other way around. My primary
category should have been innovators consumer group while my secondary category
should have been experiencers consumer group.

WEEKLY DISCUSSION POST ON MARKETING 3
3) If you were going to develop a marketing campaign to market to yourself,
what sort of marketing tactics do you think might be effective based on this
profile?
If I were going to develop a marketing campaign to market to myself, I would adopt
experiential marketing. This marketing approach is based on the principle that it is not
enough to satisfy the client by emphasizing the quality and benefits of the product or
service, but it is necessary to dazzle him with actions full of emotions that motivate him
to make decisions. Therefore, experiential marketing (also known as experience
marketing or emotional marketing) is a key ingredient when planning a marketing
strategy, and technology is a great ally to enhance people's emotions.
As revealed from survey, I am a person who like experimenting. Experiential
marketing strategies help to establish a strong connection between brands and consumers
before the purchase and during the use of the product, which strengthens loyalty
(Schmitt, 2011).
I also believe that experiential marketing is appropriate because in order to
surprise and captivate an increasingly demanding consumer, the actions generated by the
brands must be overcome day by day to reach the surprise effect with each action. For
this, technology plays a fundamental role since it makes it possible to break the limits to
achieve the long-awaited " wow effect " (Smilansky, 2018). In addition, this form of
marketing generates sensations, feelings, and emotions. It activates all the senses of
consumers (sight, smell, hearing, taste, and touch) while interacting with the brand, to
generate a positive memory and differentiation from the competition (Smith & Hanover,

WEEKLY DISCUSSION POST ON MARKETING 4
2016). This memory then increases the conversion, since when buying, emotional
intelligence and sensations act faster than rationality.
VALS screenshot results