Download Experiential Marketing

Experiential
Marketing
Experiential Marketing
• Provide the experience beyond the basic
function of product / service
– Value-added  Higher price
– Changing consumer behavior  Higher sales
• One of tools for creative service design
Experiential
Modules
Marketing Approaches
Sense
Create the sensory experience through 5 senses (sight, hearing,
touch, smell, taste) to upgrade the service value
Feel
Create the emotional experience to affect customers’ inner
feelings in the service (Ex: by story)
Think
Create the cognitive and problem-solving experiences that
engage customers creatively and induce their curiosity
Act
Create the physical experience by doing things to change
consumer behaviors (Ex: by DIY course)
Relate
Include sense, feel, think, and act marketing but expanding
beyond the personal experience. Try to relate the individual to
social value, cultural assets, or historical context
Source: Schmitt (1999) “Experiential Marketing” Journal of Marketing Management, 15, pp.53-67
Sense
July, 2010, Germany
MINI Cooper
Feel
Think
Act
July, 2010, Germany
Relate
How to Design a Experiential Marketing ?
Requirements
Experience Constructs
Sense
External
• Service function
• Physical environment
• Service personnel
Feel
Think
Internal
• Experience motivation
• Expected experience
• Pre-service
• During-service
• Post-service
Act
Relate