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WHAT IT ISand

HOW TO DO IT

EXPERIENTALMARKETING

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Topics ExperientialMarketing

Recap (What?)

Application ofExperiential

Marketing

(How?)

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Experient ialMarket ing

Recap

The Focu s o f EM

EM focused on 4 KeyCharacterist ics

CustomerEXPERIENCE

Consumption as aHOLISTICEXPEREIENCE

Customer areRATIONAL +EMOTIONAL

Methods areECLECTIC

What isExperientialMarketing?

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A Frameworko fEM Strategic

SENSE

FEEL

THINK

ACT RELATE

Tactical

Communications

Identities

Products

Co-Branding Environment

Web-sites

People

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Whats WrongwithTRADITIONAL

MARKETING?

Focus : F&B

Marketing

Narrow definition of

product categories

& competition

Customers are

Rational

Methods:

analytical,quantitative &

verbal

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Whats Wrong withBrandinF&B Marketing?

Brand = identifiers

Brand = name, logo, slogan

Brand = awareness, and image

Brand = Id

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The TruthExperientialMarketing

Focus :

Customer Exper ience

Consumption =

Hol ist ic experience

Consumers =

Rational + Emotion al

Method :

Eclect ic

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The TruthBrandinExperient ial

Market ing

Brand=

Experience Provider

Brand=

Name, Logo, Slogans,Event, Prizes, etc.

Brand=

Moments of Truth

(MOTs), Lifestyles withthe brand

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What Exact lyis AnEXPERIENCE

Experiencesareprivate events that occur

in response to some

stimulate.

Experiencesinvolve 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

Inherentlypersonal, existingonly

in the m ind o f an ind iv idualwhohas been engaged on an

emo tional, ph ys ical, intel lectual,

or even sp ir i tual level(Pine II & Gilmore)

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The Strategic Aspects of

EM

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SENSE

FEELTHINKACT

RELATE

STRATEGICEXPERIENTAL

MODUL

(SEMs)

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SENSEMARKETING Appeals to the senses withthe objective of creating

sensory experiences

through s ight , sound,

touch , taste, and

smel l

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SENSE

STRATEGIC

OBJECTIVES

Differentiator

MotivatorValue Provid er

SENSE

OBJECTIVESSENSE as

Differentiator

SENSE as

Value Provid er

SENSE asMotivator

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FEELMARKETINGAppeals to customers

innerfeel ingsand

emot ions, with the

objective of creatingaffective experiences that

range from mildly positive

moods linked to a brand to

strong emot ionsof

joyandpr ide

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FEEL

MARKETING

Why

FEELING

are

Important?Affect

Feel ings and Emotion s

Strong

Positive or negative

meaningful

Triggered by events,

agents and objective

Moods

Light

Positive, negative, neutral

Often unspecific

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THINKMARKETING

Appeals to the intellect with

objective ofcreating

cogn i t ion , problem

so lving exper iences

that engage customers

creatively

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THINK

MARKETING

Divergen t &

ConvergentThink ing

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ThinkCONCEPTS& CAMPAIGNS

THINKConcepts

THINKCampaigns

Convergent

Direct ional

Divergent

Associat ive

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The Think

PRINCIPLE

SURPRISE

INTRIQUEWhat is it?

How do things work?

What was then and what will be?

PROVOCATION

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ACTMARKETING

Aims to affect bodily

experiences,

l i festyle, and

interact ions

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ACTEXPERIENCES

ACTEXPERIENCE

S

Reasonedaction

Behavioralmodification

Self-perceptions

Nonverbalbehavior

Flesh

Motoraction

Interact

Lifestyles

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RELATEMARKETINGContains aspects of

SENSE, FEEL ,

THINK, andACTmarketing

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RELATEEXPERIENCES

RELATEEXPERIENCES

SocialInfluence

Socialcategorization

Socialidentity

Brandcommunities

Socialroles

Kin relations

Culturevalues

Groupmembership

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The Tactics of

EM

R G

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KEY

EXPERIENTAL PROVIDERS(EXPROS)

EXPERIENCEPROVIDERS

COMMUNICATIONS

PEOPLE

WEB SITE &

ELECTRONIC MEDIA

SPATIAL

ENVIRONTMENTS

C0-BRANDING

PRODUCT

PRESENCE

VISUAL/VERBAL

IDENTITY & SIGNAGE

RO GO

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Bui ld ing Hyb r ids &

Hol ist ic Experiences

ROY GONI

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THE

EXPERIENTAL

GRID

SENSE

FEEL

THINK

RELATE

ACT

S

E

M

STRATEGIC

PLANNINGOF

EXPERIENTAL

MARKETING

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4StrategicKey

Issues

Intensity:

Intensifying vs Diffusion

Breadth:

Enriching vs Simplifying Depth:

Broadening vs Shrinking

Linkage:

Connecting vs Separating

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SENSE

FEEL

THINK

RELATE

ACT

S

E

M

Enriching vs simplifying

Intensifying vs diffusing

Broadening

v

sshrinking

ExPro

Strategic Issues

of theExperient ialGrid

ROY GONI

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THE ULTIMATE

GOALS OFEXPERIENTAL

MARKETING

HOLISTICEXPERIENCE

SENSE

FEEL

THINK

ACTRELATE

ROY GONI

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Thank You

For Your Attention