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Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Pengenalan Experiential Marketing
Pertemuan 1
Learning Outcomes
Students are capable of explaining the differences
between traditional marketing and experiential
marketing, using their own words
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Outline Materi
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Marketing trends in new millenium
Traditional marketing
The rise of experiential marketing
Characteristics of experiential marketing
Case study
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Marketing Trends in New Millenium
(Bernd H. Schmitt, 2001):
– The Presence of IT advances: TV, Computer advances,
Palm, All-computered programs
– Brand Superiority: concerns over brand equity, brand’things’
– New linkage among communications, entertainment and brands:
no other communication tools that disconnects to brand as it is
always known that brand is built through communication
advances
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Traditional Marketing
• Features….features…and benefit all the time
– Traditional marketers assume that all what customer want and
wish is nothing but feature and benefit. Thereby, in all the
process of goods and services, the main concern is laid on these
two things.
• New definition of product category and competition
– In traditional wave, it is believed that Coca cola competes
against Pepsi cola, Aqua and Ades, Pizza Hut and Papa Ron
• Customers decide something rationally
– It is argued in traditional marketing that customers go through
the whole process of decision making. From need recognition to
evaluation after purchase
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Traditional Marketing
• Everything with regards to customers is quantitative,
analytical, and outspoken
– Questioning all the methods formerly used to study and
understand consumer behavior, buying motives, new product
test and so forth.
– Is marketing research trustworthy to test new products?
– Is focus group discussion reliable enough to obtain deeper
insights on marketing issues?
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Characteristics of Experiential Marketing
• Create a unique customer experience:
customers expects something than just purchasing
something as they are exposed to a store, a
product/service, or a brand. Thereby, experiences that
can relate customers to a brand or company should be
developed through their senses, hearts, and mind in
which stimulations can be delivered
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The Rise of Experiential Marketing
• Today, customers take functional features and benefits,
product quality and a positive brand image as a given.
What they want is products, communications and
marketing campaigns that dazzle their senses, touch
their hearts, and stimulate their minds. They want
products, communications and marketing campaigns
that they can relate to and that they can incorporate
into their lifestyles (Bernd H. Shmitt, p.22)
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Characteristics of Experiential Marketing
• Identifying the consumption situation: to
recognize what experience offered to customers, one
should analyze the consumption situation which
explains the environment in which customers consume
a product/service
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Characteristics of Experiential Marketing
• Customers are emotional being: despite their
rationality, customers can be stimulated through their
emotion. This connects to the nature of customer as a
human being
• Methods and tools are eclectic: Be explorative
and do not focus on reliability, validity and so forth.
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Carrefour
• is a hypermarket providing one-day stop shopping
• To enrich consumer shopping experience, management
provides with:
– Ease to find merchandise
– Comfort during purchase process by delivering good sounds of
music
– Snack corner within the area of shopping
– A friendly-enviromental shopping bag sold at cashier
– Kid-stoller trolley for toddlers
– Wheel chair for paralyzed consumers
– Advertising that connects Carrefour to Shopping
– Discounts for each product category in different season
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Conclusions:
• Today is the era of experiential marketing
• The traditional way of thinking has shrunk. A good
marketer should study to persuade his customers
thorough sense, heart and mind
• Customers are emotional and rational being. Thereby,
marketers can deliver stimulations through their senses,
hearts and mind that can connect product,
communications and campaign to customers’ lifestyles
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