Pengenalan Experiential Marketing Pertemuan 2 Matakuliah: J0114/Manajemen Pemasaran Tahun: 2008

Bina Nusantara Learning Outcomes Students are able to explain differences between traditional and experiential marketing

Bina Nusantara Outline Materi What is experience? SEMS Sense Feel Act Relate Think

Bina Nusantara What is Experience? Experience are private events that occur in response to some stimulation. Experiences are usually not self-generated but induced. As a marketer, you provide stimuli that result in customer experiences: you select the “experience provide”. Experiences may be viewed as complex, emerging structures. The more important strategic question of what types of experiences you want to provide and how you can provide them with perpetually fresh appeal.

Bina Nusantara What is Experience? Experience providers: –People –Communications –Visual/verbal identity and signage –Product presence –Co-branding –Spatial environments –Web sites and electronic media

Bina Nusantara SEMs Strategic experiential models (SEMs), which form the strategic underpinning of experiential marketing Experience providers (ExPros), which are the tactical tools of experiential marketing SEMs consists of : –Sense: may be used to differentiate companies and product, to motivate customers and to add value to products. –Feel: appeals to customer’s inner feelings and emotions, with the objective of creating effective experiences that range from mildly positive moods linked to a brand strong emotions of joy and pride. –Think: appeals to the intellect with the objective of creating cognitive, problem-solving experiences that engage customers creatively.

Bina Nusantara SEMs –Act: aims to affect bodily experiences, lifestyles and interactions. Act marketing enriches customer’s lives by enhancing their physical experiences. –Relate: contains aspects of sense, feel, think, and act marketing. Relate marketing expands beyond the individual’s personal, private feelings, thus adding to “individual experiences” and relating the individual to his or her ideal self, other people, or cultures.

Bina Nusantara Sense Sense marketing appeals to the five sense: sight, sound, scent, taste, and touch. Purpose of sense marketing is to provide aesthetic pleasure, excitement, beauty and satisfaction though sensory stimulation. Corporate expressions (the public face of the organization) are projected to customers and other constituents of the organization via primary elements, styles and themes that result in certain customer impressions Corporate or brand expression manifest themselves through certain identity elements

Bina Nusantara Sense Sensory elements: –Properties: building, plants, offices and company vehicles. –Products: sensory aspects of the physical product and the sensory aspects of the core of a service. –Presentation: packaging, shopping bags, service uniforms and anything else that surrounds the product or service directly –Publication: includes brochures, business cards, promotional material and advertising

Bina Nusantara Sense Sense strategic objectives: –To differentiate itself and its products in the marketplace –To motivate its customers to buy its products –To deliver value to customers Sense as differentiator: unusual and special fashion. More than standard executions in product design, communications or retail spaces. Sense as motivator: motivating customers to try products and buy them. The key issue: how to stimulate customers without overloading or underestimating them.

Bina Nusantara Feel Is the strategy and implementation of attaching affect to the company and brand via experience providers. Requires a clear understanding of how to create feeling during the consumption experience. To seek pleasure and to avoid pain, to feel good and to avoid feeling bad. Affective experiences are experiences of degree that is feelings vary in intensity, ranging from mildly positive or negative mood states to intense emotions. Moods are unspecific affective states. Moods may be elicited by specific stimuli, but customers are often unaware of them.

Bina Nusantara Feel Emotions are intense, stimulus-specific affective states. These emotions are always caused by something or somebody (people, events, companies, products, communications) Basic emotions: constitute the basic component of affective lives, similar to the chemical elements. Complex emotions: are blends and combinations of basic emotions. Most marketing-generated emotions are complex ones. –Example: nostalgia

Bina Nusantara Feel Feelings are most powerful when they occur during consumption. Strong feelings result from contact and interaction, and they develop over time. In consumption situations, face-to-face interactions are the most important cause of strong feelings.

Bina Nusantara Think The objective of think is to encourage customers to engage in elaborative and creative thinking that may result in a reevaluation of the company and products. Think: –Convergent: analytical reasoning or probabilistic thinking involving well-defined rational problems. –Divergent: freewheeling and often more rewarding. It involves: The ability to generate many ideas The ability to switch perspectives easily The ability to create unusual ideas

Bina Nusantara Act Act marketing strategies are designed to create customer experiences related to the physical body, longer-term patterns of behavior and lifestyles, experiences. Act experience providers: –Reasoned act –Flesh –Motor actions –Interact –Lifestyles –Nonverbal behavior –Self-perceptions –Behavioral modification

Bina Nusantara Relate Relate marketing expands beyond the individual’s private sensations, feelings, cognitions and actions Relate experience providers: –Social roles –Kin relations –Cultural values –Group membership –Brand communities –Social identity –Social categorization –Social influence

Bina Nusantara Conclusion: Experience are private events that occur in response to some stimulation. Experiences are usually not self-generated but induced. Experience providers: –People –Communications –Visual/verbal identity and signage –Product presence –Co-branding –Spatial environments –Web sites and electronic media

Bina Nusantara Conclusions: Strategic experiential models (SEMs), which form the strategic underpinning of experiential marketing Experience providers (ExPros), which are the tactical tools of experiential marketing Sense marketing appeals to the five sense: sight, sound, scent, taste, and touch. Is the strategy and implementation of attaching affect to the company and brand via experience providers. The objective of think is to encourage customers to engage in elaborative and creative thinking that may result in a reevaluation of the company and products.

Bina Nusantara Conclusion: Act marketing strategies are designed to create customer experiences related to the physical body, longer-term patterns of behavior and lifestyles, experiences. Relate experience providers: –Social roles –Kin relations –Cultural values –Group membership –Brand communities –Social identity –Social categorization –Social influence