1. Experiential Marketing

2. 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

4. ” “ 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 ”

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

6. SENSE
FEEL
THINK
ACT
RELATE

7. 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.

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

9. THINK THINK Concepts THINK Campaigns Divergent Convergent Associative
Directional
THINK Campaigns

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

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