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Bernd Schmitt Columbia Business School

Experiential. Marketing.

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Bernd Schmitt Columbia Business School

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  1. Experiential Marketing All rights are reserved. Members of MSI and academic researchers may make limited copies of this presentation, electronically or in print, solely for their internal, non-commercial use. Any other use of this presentation—including reproduction for purposes other than those noted above, modification, distribution, or republication—without prior written permission of the Author is strictly prohibited. Bernd Schmitt Columbia Business School

  2. Overview of the presentation • What is Experiential Marketing? • Key Concepts of Experiential Marketing • SENSE, FEEL, THINK, ACT and RELATE • Structural, strategic and process issues • The Experience-Oriented Organization

  3. What is ? Experiential Marketing

  4. Traditional Marketing Functionalfeatures and benefits (F&B) Narrow definitionofproduct categoriesandcompetition Methods are analytical, quantitativeandverbal Customersare rational decision-makers

  5. Traditional marketing has madeimportant contributions... Strategic concepts Segmentation, targeting, positioning Tactical concepts The four P’s Methodologies Choice models, conjoint analyses, perceptual maps …but its focus is onF&B...

  6. ” …and the world has changed We are in the middle of theinformation revolution “ “Wholly new content will emerge from being digital” - Nicholas Negroponte “Everything is entertainment”- Regis McKenna “Welcome to the experience economy” - Pine and Gilmore

  7. Experiential Marketing Customer experience Focus onconsumption Methods are eclectic Customers are rational and emotional animals

  8. MovingOver The Socio-Cultural Consumption Vector andUp The socio-cultural context The consumption situation The product

  9. Two approaches to branding Brand (ID) Brand (EX) Brands as identifiers Names, logos,andads Awareness and image before purchase Brands as experienceproviders Names, logos, ads as well as events, sponsorships and other customer contacts Experiences during purchaseand consumption

  10. Key Concepts

  11. Communications Visual/verbal identity People Product presence Experience Providers (ExPro’s) Web Sites Co-branding Environment

  12. SENSE FEEL THINK ACT RELATE

  13. SENSE Primary Verbal and visual Elements Symbols and and Styles Themes Overall impressions This framework is based on: Schmitt and Simonson, “Marketing Aesthetics,” The Free Press, 1997.

  14. FEEL Moods Light Positive, negative, or neutral Often unspecific Emotions Strong Positive or negative, meaningful Triggered by objects, people and events

  15. THINK THINK Concepts Divergent Convergent Associative Directional THINKCampaigns

  16. ACT Motor actionsand movements Reasoned action Self-perceptions Lifestyles Interactions

  17. RELATE Reference groups Social influence Social roles Social categorization Cultural values Social identity Group membership Brand communities

  18. ExperientialResponse Levels Hard-wired Acquired SENSE FEEL THINK ACT RELATE Styles, themes, overall impressions Primary elements Moods and primary emotions Complex emotions Convergent thinking Divergent thinking Body and motor reactions Lifestyles Kin relations Group relations

  19. Structural, strategic and process Issues

  20. Theexperientialhierarchy SENSE THINK FEEL ACT RELATE Experientialhybrid (individual) Experientialhybrid (shared) SENSE FEEL THINK ACT RELATE

  21. Creatingholisticexperiences S S F F T S R F A T 1 2 3 4 S F A T

  22. TheExperiential Grid

  23. Additionalstrategic issues Brand architecture Corporate branding Sub-branding and endorsements Global experiential brands Standardization vs. localization Co-branding Brand extensions Partnership strategies

  24. Process: the five steps of customer experience management analyzing the experiential world of the customer 1 2 building the experiential platform designing the brand experience 3 4 structuring the customer interface engaging in continuous innovation 5

  25. Steps and tools experiential world EX Funneling experiential platform EX Platform Board brand experience EX Branding customer interface EX Interfacing continuous innovation EX Innovating

  26. The complete CEM model • new customers • desired segment • lower acquisition costs • existing customers • retention • premium pricing • cross-selling value to the organization word of mouth customer experience brand experience customer interface continuous innovation internal resources product design experiential marketing HR for EX experiential technology corporate creativity

  27. The Experience-OrientedOrganization

  28. Creativity and innovation Taking the helicopter view Attractive physical environment Experiential growth for employees Integrated agencies The Dionysian culture

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