For some, Experiential Marketing is a revolutionary concept that allows marketers to move beyond the traditional “feature and benefit” approach and focus on creating fresh connections between brands and consumers – increasing sales as a result of having customers relate better to what we market and who we are as a company. For others, it’s a concept as old as time – the more people know and understand what we do, what we offer in terms of products and service, and the more comfortable they become with us and our companies, the more likely they are to buy from us. Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional “features-and-benefits” marketing This concept by Schmitt explains how to create holistic experiences for customers through brands that provide sensory, affective, and creative associations as well The concept of experiential marketing comprises of five core elements : sense, feel, think, act, and relate. SENSE
SENSE marketing appeals to the senses with the objective of creating sensory experiences through sight, sound, touch, taste, and smell. SENSE marketing may be used to differentiate companies and products, to motivate customers, and to add value to products. SENSE marketing requires an understanding of how to achieve sensory impact. FEEL
FEEL marketing appeals to customers' inner feelings and emotions, with the objective of creating affective experiences that range from mildly positive moods linked to a brand (e.g., for a non involving, nondurable grocery brand or service or industrial product) to strong emotions of joy and pride (e.g., for a consumer durable, technology, or social marketing campaign). As we will see, most affect occurs during consumption. Therefore standard emotional advertising is often inappropriate because it does not target feelings during consumption. What is needed for FEEL marketing to work is a close understanding of what stimuli can trigger certain emotions as well as the willingness of the consumer to engage in perspective taking and empathy. THINK
THINK marketing appeals to the intellect with the objective of creating cognitive, problem-solving experiences that engage customers creatively, THINK appeals to engage customers' convergent and divergent thinking through surprise, intrigue, and provocation. THINK campaigns are common for new technology products. But THINK marketing is not restricted only to high-tech products. THINK marketing has also been used in product design, retailing, and in communications in many other industries. ACT
ACT marketing aims to affect bodily experiences, lifestyles, and interactions. ACT marketing enriches customers' lives by enhancing their physical experiences, showing them alternative ways of doing things (e.g., in business-to-business and industrial markets), alternative lifestyles, and interactions. As I will show, analytical, rational approaches to behavior change are only one of many behavioral change options. Changes in lifestyles are often more motivational, inspirational, and spontaneous in nature and brought about by role models (e.g., movie stars or famous athletes). RELATE
RELATE marketing contains aspects of SENSE, FEEL, THINK, and ACT marketing. However, RELATE marketing expands beyond the individual's personal, private feelings, thus adding to "individual experiences" and relating the individual to his or her ideal self, other people, or cultures. RELATE campaigns appeal to the individual's desire for self-improvement (e.g., a future "ideal self that he or she wants to relate to). They appeal to the need to be perceived positively by individual others (e.g., one's peers, girlfriend, boyfriend, or spouse; family and colleagues). They relate the person to a broader social system (a subculture, a country, etc.), thus establishing strong brand...
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