Experiential Marketing

Customer Experience It is realized that beyond products/services it is the experiential component that builds long term loyalty (profitability) of the customers According to Langdon Morris, ‘Experience is an intangible quality that is so different from one person to the next. Experiences are built around feelings, emotions, colours, spaces, sounds, human contact, branding etc. A great experience is created – it does not happen by accident Mastering creation of an ‘Experience’ is the key to sustainable market success for any product/service

” “ changed “Wholly new content will emerge from being digital” …and the world has changed “ We are in the middle of the information revolution “Wholly new content will emerge from being digital” - Nicholas Negroponte “Everything is entertainment” - Regis McKenna “Welcome to the experience economy” - Pine and Gilmore ”

Customers are rational and emotional animals Experiential Marketing Customer experience Focus on consumption Methods are eclectic Customers are rational and emotional animals

SENSE FEEL THINK ACT RELATE

SENSE Overall impressions Styles Themes Elements Symbols Primary Verbal and visual Elements Symbols and and Styles Themes Overall impressions This framework is based on: Schmitt and Simonson, “Marketing Aesthetics,” The Free Press, 1997.

FEEL Moods Emotions Light Positive, negative, or neutral Often unspecific Emotions Strong Positive or negative, meaningful Triggered by objects, people and events

THINK THINK Concepts THINK Campaigns Divergent Convergent Associative Directional THINK Campaigns

ACT Motor actions and movements Reasoned action Self-perceptions Lifestyles Interactions

RELATE Reference groups Social influence Social roles Social categorization Cultural values Social identity Group membership Brand communities