Teoría de la Instrucción

framework

Knowing the right channel of communication to invest in when disseminating information is as important as the timing of the communication. The fundamental consideration is how all messages can work in concert to be absorbed by the target and

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more importantly deliver the intended effect. Smith and Taylor (2004 p. 14) argue that “each element of the communications mix should integrate with other tools of the communications mix so that a unified message is consistently reinforced”. Therefore it is essential that the role of public relations, sales promotion and CH be considered together rather than in isolation when planning a marketing communications plan. In a B2B sense where traditionally personal selling outweighs advertising, perception is critical. A selling organisation must ensure that there is no confusion in its message. All activities that link the buyer to the firm including elements such as advertising, sales force conduct and presentation along with product or service encounters need to mirror the brand values of the seller. The importance of these “moments of truth” described byCarlzon (1987) cannot be underestimated to establish trust, demonstrate capability and offer a social exchange. Image must be matched by substance to ensure a solid foundation for each relationship the firm enters into. Recent academic interest in marketing literature has sought to understand the role of the sensory experience in market exchanges (Lindstrom 2005, Gobé 2001).

Academics are yet to find consensus on the exact definition of experiential marketing, however, marketers around the world are adopting its principles to great effect. The practice aims to integrate as many of the consumer’s senses in market exchanges and it distinguishes firms (Prahalad & Ramswamy 2004) allowing them to differentiate their offering and set themselves apart from competitors. Experiential marketing aims to evoke certain feelings and realise consumers' marketing program would put a customer at ease and seek to provide emotional well being. It involves a perceived one-to-one interaction between a brand and an individual consumer.

Experiential marketing is dramatically different as it penetrates consciousness and seeks to establish a discrete relationship between customer and brand. In a traditional product centric marketing approach the strategy would be based on appealing to rational rather than emotional factors in influencing a customer’s purchase. Hausman 2000, Beatty and Farrell 1998 and Bayley and Nancarrow 1998 all state that emotional responses are more important in purchase decisions than rational ones. Hence CH when integrated into a firm’s marketing strategy can capitalise on the contact opportunities with customers (identified as buyers) to deliver a multi-sensory experience as illustrated in Figure 3.1.

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CH held within the bounds of special events appeals to emotional connections. These connections exist between the guest and the event, the guest and the CH experience but most importantly for this study, between the guest and the host organisation. Such emotional connections contribute to a guest’s memory of the event or like events, the hospitality extended by a host and consequently the relationship between the host and guest. These elements are elaborated on further in the conceptual model discussed in Chapter 4.

Figure 3.1 Integration of buyer/seller contact points and sensory experience

Seller (Host Organisation)

Physical contact with buyer

Face to face meetings Seminars

Training Exhibitions Corporate Hospitality

Non physical contact withbuyer Phone/Fax calls Advertising Email Correspondence 3-5 senses 1-2 senses Buyer (Guest) Sensory Experience

Integration of Buyer/Seller contact points and sensory experience

Leveraging major sports, cultural or entertainment events through CH or sponsorship is an increasingly popular development in a communications strategy that seeks to win influence. CH allows branding associations with special events. Themes reflected in the character of an event whether sporting, cultural or educational in nature can be used to reflect an organisation’s own brand attributes and ethos. Hence, a psychological attachment may be formed through the transfer of similar brand values. The reflection of a glamorous, exclusive and traditional event connects well with the brand values that premium Swiss watchmaker, Longines, promote so it is a natural fit for this organisation to entertain clients at the Victorian Spring Racing Carnival. A national Australian icon brand, Telstra, leverages its ‘Australianess’ through the sponsorship of Australian national sporting teams and was a highly visible major partner of the 2000 Sydney Olympics where it leveraged national pride when entertaining clients. In a parochial almost gladiatorial contest between states of Australia played out in Rugby League between New South Wales and Queensland sees the banking organisation Suncorp

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support the Queensland representative team at the State of Origin Rugby League matches. All of these are examples of corporations that leverage the intrinsic qualities offered by special events that offer resonance with their own marketing messages.

Integrating marketing communications does require time and effort but the benefits of the investment in both may be returned many fold. To wrap communications around customers (Smith & Taylor 2004) as they move through the various stages of a buying process not only consolidates the brand’s image but it develops a dialogue and nurtures a relationship that can bring sustainable competitive advantage (Porter 1980). CH is therefore being progressively used as a strategic communications tool by many services firms (Bennett 2003).