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 ? External Service function Physical environment Service personnel Internal Experience motivation Expected experience Sense Feel Think Act Relate RequirementsExperience Constructs Pre-service During-service Post-service