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EXPERIENTAL MARKETING
WHAT IT IS and HOW TO DO IT

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Welcome to

THE EXPERIENCE ECONOMY

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Topics

Experiential Marketing Recap (What?) Application of Experiential Marketing (How?)

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Experiential Marketing Recap

What is Experiential Marketing?

The Focus of EM EM focused on 4 Key Characteristics

Customer EXPERIENCE Consumption as a HOLISTIC EXPEREIENCE

Customer are RATIONAL + EMOTIONAL

Methods are ECLECTIC

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A Framework
of

EM
SENSE FEEL THINK ACT RELATE

Strategic

Tactical
Communications Identities Products Co-Branding Environment Web-sites People

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Whats Wrong with TRADITIONAL MARKETING?

Focus : F&B Marketing

Narrow definition of product categories & competition

Customers are Rational Methods: analytical, quantitative & verbal

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Whats Wrong with Brand in F&B Marketing?

Brand = identifiers Brand = name, logo, slogan

Brand = awareness, and image

Brand = Id

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The Truth Experiential Marketing

Focus : Customer Experience Consumption = Holistic experience Consumers =

Rational + Emotional
Method : Eclectic

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The Truth Brand in Experiential Marketing

Brand = Experience Provider Brand = Name, Logo, Slogans, Event, Prizes, etc. Brand = Moments of Truth (MOTs), Lifestyles with the brand

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What Exactly is An EXPERIENCE

Experiences are
private events that occur in response to some stimulate.

Experiences
involve the entire living being. They often result from direct observation and/or participation in events whether they are real, dreamlike, or virtual

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EXPERIENCE
Inherently personal, existing only in the mind of an individual who has been engaged on an emotional, physical, intellectual, or even spiritual level
(Pine II & Gilmore)

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The Strategic Aspects of

EM

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STRATEGIC EXPERIENTAL MODUL

(SEMs)

SENSE FEEL THINK ACT RELATE

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SENSE MARKETING

Appeals to the senses with the objective of creating sensory experiences through sight,

sound, touch, taste, and smell

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SENSE STRATEGIC OBJECTIVES

SENSE as Differentiator SENSE as Value Provider SENSE as Motivator

Differentiator

SENSE

OBJECTIVES
Value Provider Motivator

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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 to

strong emotions of joy and pride

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FEEL MARKETING
Why FEELING are Important?
Moods
Light Positive, negative, neutral Often unspecific

Affect
Feelings and Emotions
Strong Positive or negative meaningful Triggered by events, agents and objective

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THINK MARKETING
Appeals to the intellect with objective of creating

cognition, problem solving experiences that engage customers creatively

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THINK MARKETING
Divergent & Convergent Thinking

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Think CONCEPTS & CAMPAIGNS

THINK Concepts
Convergent Directional

Divergent
Associative

THINK Campaigns

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The Think

PRINCIPLE

SURPRISE
INTRIQUE
What is it? How do things work? What was then and what will be?

PROVOCATION

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ACT MARKETING

Aims to affect bodily experiences,

lifestyle, and interactions

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ACT EXPERIENCES
Behavioral modification Selfperceptions

Reasoned action Flesh

EXPERIENCE S
Interact Lifestyles

ACT

Motor action

Nonverbal behavior

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RELATE MARKETING
Contains aspects of

SENSE, FEEL, THINK, and ACT

marketing

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RELATE EXPERIENCES
Social categorization

Social Influence
Social roles

Social identity

EXPERIENCES

RELATE

Kin relations

Brand communities

Culture values

Group membership

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The Tactics of

EM

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KEY EXPERIENTA L PROVIDERS (EXPROS)

COMMUNICATIONS PEOPLE

VISUAL/VERBAL IDENTITY & SIGNAGE

EXPERIENCE
PROVIDERS
PRODUCT PRESENCE C0-BRANDING SPATIAL ENVIRONTMENTS

WEB SITE & ELECTRONIC MEDIA

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Building Hybrids & Holistic Experiences

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THE EXPERIENTAL GRID

S E M

SENSE FEEL THINK RELATE ACT

STRATEGIC PLANNING
OF

EXPERIENTAL MARKETING

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Intensity: Intensifying vs Diffusion Breadth: Enriching vs Simplifying Depth:

Strategic Key Issues

Broadening vs Shrinking
Linkage: Connecting vs Separating

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Strategic Issues of the Experiential Grid

ExPro

S E M

SENSE FEEL THINK RELATE ACT

Enriching vs simplifying Broadening vs shrinking

Intensifying vs diffusing

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THE ULTIMATE GOALS OF EXPERIENTAL MARKETING

HOLISTIC

EXPERIENCE

SENSE FEEL THINK ACT RELATE

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Thank You For Your Attention