Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate by Bernd H. Schmitt | Paperback | Barnes & Noble
Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate

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

by Bernd H. Schmitt
     
 

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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

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.

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.

Product Details

ISBN-13:
9781451636369
Publisher:
Free Press
Publication date:
01/02/2011
Pages:
304
Sales rank:
1,162,805
Product dimensions:
6.00(w) x 8.90(h) x 0.90(d)

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

What People are saying about this

Rob Wallace
With Experiential Marketing, branding now has a bible!
— Managing Partner, Wallace Church Associates, Strategic Brand Identity Consultants
Gerald Zaltman
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.
— Joseph C. Wilson Professor of Business Administration, Harvard Business School
Ronald A. Galotti
Schmitt is a marketing guru. He makes sense on every level--from the intellectual to the emotional.
—President and Publisher, Talk Media, Inc.
Hayes Roth
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 who we all think about brands and the marketing that selles them.
—Senior Executive Director, Landor Associates

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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