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

Overview

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, 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 ...

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

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Overview

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, 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.

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Editorial Reviews

From the Publisher
Ronald A. Galotti President and Publisher, Talk Media, Inc. Schmitt is a marketing guru....He makes sense on every level — from the intellectual to the emotional.

Hayes Roth Senior Executive Director, Landor Associates A fresh, new voice in the wilderness of so-called marketing experts — one who speaks with unusual perception, clarity, and common sense. Bernd Schmitt will have a profound influence for years to come on how we all think about brands and the marketing that sells them.

Gerald Zaltman Joseph C. Wilson Professor of Business Administration, Harvard Business School A lucid, provocative account of total experience engineering. This is a well thought out, well documented description of...what it means to truly understand customers.

Mary Olson President and CEO, Transition Networks E-commerce and marketing strategists take note! Experiential Marketing aims at the heart of e-customer relations. Schmitt is an extraordinary thinker and writer.

Rob Wallace Managing Partner, Wallace Church Associates, Strategic Brand Identity Consultants With Experiential Marketing, branding now has a bible!

Alan Siegel Chairman and CEO, Siegel & Gale A refreshingly lucid, insightful, and original book...Provides clear direction for marketers who want to build successful brands in the new millennium.

Rod Swanson Senior Director, Film & Video Production, Electronic Arts Charts the way in a future where customers are drowning in a sea of information. My recommendation: get it, read it, live it.

Billy Pittard CEO/President, Pittard Sullivan A compelling argument for a powerful new approach to marketing that looks at how consumers relate to brands in today's marketing environment.

Earl N. Powell President, The Design Management Institute A pioneering work....Provides the essential concepts and structure for a powerful framework to shape marketing.

Cleve S. Langton Corporate Executive Vice President, DDB Needham Worldwide, Inc. Presents a cutting-edge approach to managing any type of business-customer relationship. A must-read for marketing directors, communication managers, and business strategists.

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Product Details

  • ISBN-13: 9781451636369
  • Publisher: Free Press
  • Publication date: 1/2/2011
  • Pages: 304
  • Sales rank: 1,002,121
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.90 (d)

Meet the Author

Bernd H. Schmitt has consulted, and given lectures and seminars, in more than twenty countries around the world. The founder and director of Columbia's Marketing Management executive program, Professor Schmitt is also a frquent keynote speaker at marketing and management conferences. He is co-author of Marketing Aesthetics (Free Press).

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Read an Excerpt

From Chapter 8: RELATE

RELATE has been used successfully in a variety of recent marketing campaigns. Let's examine some of them.

Let's start with relating to a person. In the last chapter we looked at the ACT appeal of Martha Stewart. Her RELATE appeal is just as powerful and, for some, highly personal. Women who don't admire Martha, as well as those who do, speculate about "being" Martha. One writer describes her tongue-in-cheek foray into the world of domestic perfection: "the idea -- regrettably, my own -- was to see whether I could be Martha Stewart in time for the holidays." Despite the humor of the topic, many people do relate to Martha as the embodiment of an elegant and relaxed lifestyle.

Reference-group feelings can provide a powerful starting point for a RELATE campaign. Just think about Harley Davidson, the American icon of free-spiritedness, which draws thousands of motorcycle enthusiasts to weekend rallies staged around the country. Harley Davidson evokes such strong relations that owners tattoo the logo on their arms or their entire bodies. As Alec Wilkinson wrote in The New York Times: "If you ride a Harley, you are a member of a brotherhood, and if you don't, you are not."

On a higher-end scale, we find yet another brotherhood -- that of Tommy Hilfiger, the phenomenally successful American casual-clothing designer brand. Like Harley Davidson, Tommy Hilfiger has used RELATE marketing for many years. A recently launched Tommy fragrance uses the tag line, "the real American fragrance." Print ads show groups of wholesome-looking young people of different races, wearing Tommy fashions and relaxing in casual settings. The atmosphere is one of warmth and easy camaraderie among friends. One setting, on a manicured lawn before a large Cape Cod home, is strongly reminiscent of the Kennedy enclave at Hyannisport. Tommy's signature colors -- red white and blue, are carried through in American flags that appear in the background of each shot.

An integrated and successful collection of RELATE products and services is provided by the Franklin-Covey company. Building on the phenomenal success of Steven Covey's best-selling book The Seven Habits of Highly Effective People, Franklin-Covey offers a line of Franklin organizers, the Covey Leadership Center, and Covey's books on self-management. They have even opened a line of retail stores, the 7-Habits stores, selling products and services intended to help people get control of their lives.

Finally, RELATE marketing can be serious or playful. A "communist chic" restaurant is all the rage in Singapore. At the House of Mao, waiters wear red stars on their caps and Maoist slogans on their sleeves. A portrait of the late Chinese leader Mao Tse-tung dominates one wall of the restaurant, which is decorated with medals, posters, and copies of Mao's famous Little Red Book. The menu itself mimics the Little Red Book and offers dishes like Long March Chicken and Chairman Mao's Favorite Braised Garlic Pork. This tongue-in-cheek nostalgia is not confined to Asia, either. Shortly after the fall of communism in Europe, a hammer-and-sickle craze swept the region, with pizzerias and cafeterias harking back to the "good" old days in their design and marketing.

Copyright © 1999 Bernd H. Schmitt

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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

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Reading Group Guide

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)

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