INLEAD
facilitated a workshop for
October’12 and April’13 Events Management and Public Relations students on Experiential
Marketing by Mr. Sharad Mathur, CEO, EMG – Experiential Marketing and Events.
The session began with Mr. Sharad Mathur introducing the
class to the concept of Experiential Marketing. He explained on how
experiential marketing was all about creating an experience for the targeted
audience. He discussed quoting live examples from the industry, how one needs
to be aware of the audience in order to make the right impression by generating
an experience.
He discussed regarding the technological advancements in the
industry and how the events industry has undergone development with regards to
the use of lights and 3D video mapping. He played videos highlighting 3D video
mapping which were very invigorating and gave a very good preview of 3D video
mapping.
Video Projection Mapping is an exciting new projection
technique that can turn almost any surface into a dynamic video display.
Specialized software is used to warp and mask the projected image to make it
fit perfectly on irregularly shaped screens. When done right, the end result is
a dynamic projection installation that transcends ordinary video projection.
This was a new concept for the students and was very educational and
informative.
Another concept which was introduced and discussed was
Augmented Reality. Augmented reality (AR) is a live, direct or indirect, view
of a physical, real-world environment whose elements are augmented by
computer-generated sensory input such as sound, video, graphics or GPS data. The
videos on the topic were very scintillating and worthwhile.
The
introduction to new ideas and concepts gave the students food for thought and
made them understand and realize the level of technological advancements in the
industry. This would definitely help them for the future and would enable the
students in creating the desired experience for the targeted audience.
According to Mr. Tarun Tanwar EMPR Batch:
“The lecture would definitely help me to think in a different way I learnt that
it is important to connect with the customers and create an experience for them”
According to Mr. Parth Yadav EMPR Batch:
“I really understood the importance of an experience on the targeted audience
and this would be very helpful in organizing events in the future”
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