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”