Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate

296 Pages·1999·4.6 MB·English

by  Bernd H. Schmitt

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