Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate
304
Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate
304eBook
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Overview
Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns.
In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides:
SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter&Gamble's Tide Mountain Fresh detergent;
FEEL cases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States;
THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens;
ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living;
RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra.
Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as "Objective: To Dream," "Send in the Iconoclasts," and "Quit the Bull," to show how traditional marketing firms can transform themselves into experience-oriented organizations.
This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.
Product Details
| ISBN-13: | 9780743219518 |
|---|---|
| Publisher: | Free Press |
| Publication date: | 12/11/2000 |
| Sold by: | SIMON & SCHUSTER |
| Format: | eBook |
| Pages: | 304 |
| File size: | 10 MB |
About the Author
Read an Excerpt
From Chapter 9: EXPERIENTIAL HYBRIDS AND HOLISTIC EXPERIENCES
In chapters 4 through 8, I discussed the five strategic experiential modules (SEMs) of SENSE, FEEL, THINK, ACT and RELATE that form the basis of experiential marketing. As we saw, when using a particular SEM, managers need to give careful consideration to its objectives and principles. For each SEM, I have provided a set of concepts, techniques and tools that managers can use once they have decided to use a certain SEM.
SEMs may be viewed as the fundamental building blocks upon which the edifice of experiential marketing rests. As such, they are the starting point -- not the end goal -- of experiential marketing. The ultimate goal of experiential marketing is to create what I call "holistic experiences." In the middle ground on the way to the holistic experiences, we find experiential hybrids. In this chapter, I discuss the structural issues of building hybrids and holistic experiences. Moreover, I will introduce the "Experiential Wheel" as a tool for building hybrids and holistic experiences. Let's first look at some examples.
Copyright © 1999 Bernd H. Schmitt
Table of Contents
CONTENTS
Preface
Acknowledgments
PART ONE: THE EXPERIENTIAL MARKETING REVOLUTION
1 FROM FEATURES AND BENEFITS TO CUSTOMER EXPERIENCES
Three Marketing Trends at the Turn of the New Millennium
Are We Entering a New Century of Marketing?
Traditional Marketing: Four Key Characteristics
Traditional Marketing Is F&B Marketing
Traditional Marketing: The Good, the Bad, and the Ugly
But How About "Branding"?
The Rise of Experiential Marketing
Experiential Marketing: Four Key Characteristics
From Brand = ID to Brand = EX
Summary
2 THE BREADTH AND SCOPE OF EXPERIENTIAL MARKETING
The Realm of Transportation
Auntie Anne's: Creating an Experience in a Transitional Environment
Technology Products: The Palm Computing Products, CrossWorlds Software, and Microsoft
Industrial Products: Lycra, Polartec, and Intel
News and Entertainment: Oprah Winfrey, CNN, and CNBC
Consulting, Medical, and Other Professional Services: Andersen Consulting, Crystal Run Health Care LLP, and Kinko's
Financial Products
How Do Traditional Marketers View Experiential Marketing?
An Overview of the Remainder of the Book
3 A FRAMEWORK FOR MANAGING CUSTOMER EXPERIENCES
What Exactly Is an Experience?
Experiences as Typologies of the Mind
The Strategic Underpinnings of Experiential Marketing: SEMs
Experiential Hybrids and Holistic Experiences
The Internal Structure of SEMs
The Instantiation Tools of Experiential Marketing: ExPros
Summary
PART TWO: TYPES OF EXPERIENCES
4 SENSE
Marketing Aesthetics Redux
The SENSE of Tide
Concepts and Planning Tools for Sensory Marketing
Going Beyond Marketing Aesthetics
SENSE Marketing
SENSE Strategic Objectives
The S-P-C Model for Achieving SENSE Impact
Summary
5 FEEL
Häagen-Dazs Cafés in Asia and Europe
Campbell's Soup
Why Feelings Are Important
Affective Experiences
Events, Agents, and Object Emotions
Affect Occurs Mostly During Consumption
What's the Role of Emotional Advertising?
Summary
6 THINK
Genesis ElderCare: Changing How We Think About the Elderly
Apple Computer's Revival
The Essence of THINK Campaigns
THINK Concepts: Divergent and Convergent Thinking
Directional and Associative THINK Campaigns
Concentration and Attention
The THINK Principle: A Sense of Surprise, a Dose of Intrigue, and a Smack of Provocation
Summary
7 ACT
Gillette Mach3
The Milk Mustache Campaign
Martha Stewart Living
Traditional Marketing and ACT Experiences
Physical Body Experiences
Lifestyles
Interact
Summary
8 RELATE
Examples of Successful RELATE Campaigns: Martha, Harley, Tommy, Steve, and Mao
RELATE Marketing and Social Influence
Social Categorization and Identity
Cross-Cultural Values
The Need for Confirmation
The Case of Michael Jordan Fragrance
Beyond Categorization and Identification
Summary
PART THREE: STRUCTURAL, STRATEGIC, AND ORGANIZATIONAL ISSUES
9 EXPERIENTIAL HYBRIDS AND HOLISTIC EXPERIENCES
The New Beetle
Shiseido's 5S Stores
Hybrids and Holistic Experiences in the Supermarket
Experiential Hybrids
A Tool for Building Hybrids: The Experiential Wheel
The Holistic Playing Field
Summary
10 STRATEGIC ISSUES OF EXPERIENTIAL MARKETING
Issue 1: Which SEM?
Issue 2: Strategic Issues Related to the Experiential Grid
Issue 3: Corporate Branding and Sub-Branding
Issue 4: New Products, Brand Extentions, and Partnership Strategies
Issue 5: Global Experiental Branding
Summary
11 BUILDING THE EXPERIENCE-ORIENTED ORGANIZATION
The Dionysian Culture
Creativity and Innovation
Taking the Helicopter View
The Physical Environment
Hiring, Training, and Personal Experiential Growth
Working with the Right Externals
Summary
EPILOGUE
Notes
Permissions
Index
Reading Group Guide
Discussion Questions
1. To what degree does your organization use traditional features-and-benefits marketing and experiential marketing approaches? (Chapters 1, 2)
2. What are advantages and disadvantages of the different "Experience Providers" (ExPros)? (Chapter 3)
3. Discuss how useful it is for your organization to target the following types of customer experiences: SENSE, FEEL, THINK, ACT and RELATE? (Chapters 4-8)
4. At the end of Chapters 4-8, you find the critical voice of LAURA BROWN. Do you agree with her critical statements?
5. Using the Experiential Wheel, how could you create hybrids and holistic experiences for your customers? (Chapter 9)
6. Using the Experiential Grid, what are the key strategic issues for your organization? (Chapter 10)
7. What additional strategic experiential marketing issues arise for your organization? (Chapter 10)
8. To what degree is your organization an "experience-oriented organization"? Do you think it would pay off to become more focused on customer and employee experiences? (Chapter 11)