Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate PDF
Preview Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate
EXPERIENTIAL MARKETING How to Get Customers to SENSE, FEEL, THINK, ACT, and RELATE to Your Company and Brands BERND H. SCHMITT Co-author of Marketing Aesthetics THE FREE PRESS New York THE FREE PRESS A Division of Simon & Schuster Inc. 1230 Avenue of the Americas New York, NY 10020 Copyright © 1999 by Bernd H. Schmitt All rights reserved, including the right of reproduction in whole or in part in any form. THE FREE PRESS and colophon are trademarks of Simon & Schuster Inc. Designed by Carla Bolte Manufactured in the United States of America 20 19 18 17 16 15 14 13 12 11 Library of Congress Cataloging-in-Publication Data Schmitt, Bernd. Experiential marketing: how to get customers to sense, feel, think, act, and relate to your company and brands/by Bernd H. Schmitt. p. cm. Includes bibliographical references and index. 1. Brand name products—Marketing. 2. Corporate image. I. Title. HF5415.13.5343 1999 658.8′27—dc21 99-18003 CIP ISBN 978-0-6848-5423-6 eISBN-13: 978-0-743-21951-8 www.SimonandSchuster.com To my mother (for SENSE and FEEL) To my father (for THINK, ACT, and RELATE) To Hisako (for HOLISTIC) 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 99 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 ACT 54 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 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 Extensions, and Partnership Strategies Issue 5: Global Experiental Branding Summary 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
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