EXPERIENTIAL

Company
LOGO
MARKETING
Bernd H. Schmitt
Presented by,
Ambesh Srivastav
Ankita Jain
Disha Mahajan
Deepesh Sharma
Akanksha mishra
Indranil Bhowmick
 What is Experiential Marketing
• Experiential Marketing is everywhere. It is simply selling
experiences, not the “feature & benefit” only.
• It comprises of product development, communication with
customers, improving sales relations, design retail environment,
selecting business partners and building websites.
Now the experiences can be of many type, namely,
• SENSE (sensory experiences)
• FEEL (affective experiences)
• THINK (creative cognitive experiences)
• ACT (physical experiences & entire lifestyle)
• RELATE (social identity experiences that result from
relating to a reference group)
 Why totally new approach of marketing is
needed
• Three trend or phenomenon are changing the way of marketing in
this millennia. They are…
• The omnipresence of information technology
• The supremacy of brands.
• The ubiquity of integrated communication & entertainment.
 SENSE!!!!
Sense marketing appeals to five senses:
Sight
Sound
Scent
Taste
Touch
The main purpose of sense marketing is to provide
pleasure, excitement, beauty and satisfaction.
Concepts and Planning tools for Sense Marketing
Corporate Expressions
Primary Elements, Styles, Themes
Overall Impressions
Corporate expressions and Identity Elements
Corporate express itself under this mainly by the help of
4P’s of sense marketing that are:-
Properties
Products
Presentations
Publications
Primary Elements, Styles, and Themes
Primary Elementstries to capture the five senses of
humans –e.g., color, shapes(for sight); loudness, pitch(for sound);
material and texture(for touch). In all these most important
element is color. Then music or ambience which mould the taste
and wants of the customer according to the environment.
 Styles is one of the other main component of primary
elements analyzed according to certain style dimensions like
complexity (minimalism v/s ornamentalism); representation
(realism v/s abstraction); movement (dynamic v/s static); and
potency (loud/strong v/s soft/week).
Themes concentrate towards the content that is
communicate the meaning of that brand and the corporation.
Themes provide mental anchors, reference points and memory
cues that comes into action at the time of action as a brand or
company recall.
Overall Impressions
Styles and Themes create an overall costumer impression
which occur repeatedly in this business world; impressions related
to time, time movement, space, technology, authenticity and
sophistication.
Sense Strategic Objectives
How to apply sense marketing in the market. There
are three strategic objectives that motivate sense
marketing.
3. SENSE as Differentiator
4. SENSE as Motivator
5. SENSE as Value Provider

The S-P-C Model For Achieving SENSE Impact

§ STIMULI
§ PROCESSES
§ CONSEQUENCES
 FEEL!!!!!!
FEEL!! Marketing is the strategy and implementation
of attaching affect to the company and brand via experience
providers.
Why feelings are so Important?????
To seek pleasure and to avoid pain– or more generally
to feel good and avoid feeling bad– is one of the core
principles of life.
AFFECTIVE EXPERIENCES
Affective experiences are experiences of degree– that
is feeling vary in intensity, ranging, from mildly negative
mood states to intense emotions. There are two factors:-
MOOD
EMOTIONS(BASIC, COMPLEX)
Affect Occurs Mostly During Consumption
Feelings are most powerful when they occur during the
consumption. Strong feelings result from contact and interaction,
and interaction, and they develop overtime.
The most lasting affect is caused by face to face
interactions. People develops strong feelings towards other by the
course of time and in feel marketing and this effects the customer
retention and to bring back ex-customers.
What’s the role of Emotional Advertising
Feel marketing basically work on emotional advertising
which shows the emotions to the customers with the help of
smiling faces, crying babies, etc accompanied by sing songs and
jingles.
 THINK????????
The objective of THINK marketing is to encourage
customers to engage in elaborative thinking that may result in a
revaluation of company and products.
Think Concepts
Convergent Thinking is basically thinking more analytically and
probabilistic thinking involving well-defined rational approach.
Divergent thinking is more freewheeling, and often more
rewarding in contrast to convergent thinking. It involves what
psychologists call perceptual fluency, flexibility and originality.
Concentration and attention both are key elements for the
success of THINK campaigns. Concentration develops a state of
mind in which individuals are very focused on detecting input
that is relevant to there goals and objectives. Attention is the state
when they start differentiating things from one another.
THE THINK PRINCIPLE
A Sense Of Surprise is essential for setting the customer to
engage in creative thinking. Going apart from the customary
expectations is the effective way to create surprise and one think
more surprise have to be positive.
A Dose Of Intrigue goes beyond surprise. If surprise is breaking
customary image then Intrigue reaches “out of the box”.
Intriguing campaigns arouse customer’s curiosity; they puzzle,
they fascinate, or challenge one’s ingenuity because they
challenge deeply held assumptions.
A Smack Of Provocation can stimulate discussion, can create
controversy– or shock, depending on your intentions and the
intended target group. Provocations may appear irreverent and
aggressive, and they can be risky if they go overboard.
 ACT
ACT marketing strategies are designed to create
customer experiences related to physical body, longer term
patterns of behavior and lifestyles.
Various physical body experiences are
FLESH
Proper marketing of the flesh experiences depends on
creating right product, stimulation & atmosphere
For e.g. Lancôme product.

MOTOR ACTIONS
Behavioral techniques targeting motor activities work
when people perform motor activities themselves and also in
social interactions.
 BODY SIGNALS
There are numerous body signals which
suggest approach ,avoidance, preference and dislikes
for e.g. various signals like eye contacts, gestures, tone of
voice.

ENVIRONMENTAL INFLUENCES ON PHYSICAL DESIRES

These strategies is to locate at place where physical
desires are more likely to arise
For e.g. Coca cola
LIFESTYLES
This refers to the persons pattern of living in world as
expressed in persons interest and activities. Various
approach to lifestyle experiences include role models
,appeals to norms etc
 RELATE
• Relate implies connection with other people , social groups or
a social entity such as a nation or culture.
• For e.g. Levis
• Relate marketing and social influence
• It is concerned with the influence of actual or implicit
presence of other people on an individual ‘s thoughts
SOCIAL CATEGORIZATION AND IDENTITY
• KIN RELATIONSHIPS
• Relate advertising should show kin relationships as they create
feeling of sympathy , trust towards relatives
• CROSS CULTURE VALUES
• Understanding of reference group norms is a prerequisite for
designing a successful relate campaign
 SPECIFIC VALUES AND ATTITUDES
If values are specific to a particular culture , relate
marketers must be sensitive to these cultural differences
For e.g. Americans tend to be very friendly at first sight
Establishing brand relationships
Consumers use descriptions of their brands that
are strikingly similar to descriptors of their relations with
people.
for e.g. wife uses the brand of air freshener that his ex
husband uses.
Brand communities
These are structured set of social relationships
among brand users.
For e.g. we experience an instant bonding with a stranger
who wears our brand of watch.
 EXPERIENTIAL HYBRIDS AND
HOLISTIC EXPERIENCES

Hybrids and holistic experiences occur not only

at the macro level but also at the micro level of the
firm. Further both hybrids and holistic experiences
are built via a process called Experiential Wheel.
Both Hierarchies are explained in accordance
with the SEM( Strategic experiences modules) of
sense, feel, think, act, relate.
 The Experiential Hierarchy :

Holistic
Experiences

Experiential Experiential hybrid

hybrid( indiv.) ( shared)

SENSE FEEL THINK ACT

RELATE
 EXPERIENTIAL HYBRIDS

Individual-experience Individual/shared Shared-experience

hybrids Hybrids
hybrids
SENSE/FEEL
SENSE/ACT RELATE/ACT
SENSE/THINK SENSE/RELATE
FEEL/THINK FEEL/RELATE
FEEL/ACT
THINK/RELATE
THINK/ACT
 STRATEGIC ISSUES OF EXPERIENTIAL
MARKET

1. Which SEM? [To focus on appropriate SEM]

2. Strategic issues related to experiential grid.
3. Experiential Branding----Creating identities for product lines
and for entire corporations
4. New products and brand extensions----3 factors:
• Degree to which the experiential image of the company or
brand is enhanced
• Degree to which new products add new experiences
• Degree to which they help in creation of holistic
experiences.
5. Global Experiential Branding
 Characteristics of the Experience-
Oriented Organizations
• The Dionysian Culture----passionate-creative nature
How to create such a culture in the organization?
iii. Objective : To Dream
iv. Send in the Iconoclasts
v. Quit the Bull
vi. Infiltrate the Organization
• Creativity and Innovation
• Taking the Helicopter view----focusing on long-term trends
• Attractive physical environment----physical surroundings at
work
• Experiential growth for employees----view employees as
human capital
• Integration in working with agencies
 Application of experimental marketing
• In experimental marketing a company want to build their brand as
experience providers so it focuses on creativity, innovation, long-
term trends, pays attention to its physical environment & views
employee as human capital.
• It’s time to fully understand that your customer are living,
breathing creatures who want a one-to-one relationship with your
company not just one way rhetoric because Consumer are looking
for brands that provides them with experience & thus become part
of their lives.
• So for that company can use experimental marketing to build their
brand through Sense, Think, Feel, Relate or Act experiences.
• In SENSE experience marketer creates a powerful sensory
experiences that differentiate company & products, motivate
customer & convey value to them.
• In THINK experience marketer tries to stimulate consumer
curiosity & arouse intrigue through engage his creative
thinking. like Tropicana juice says ‘100% JUICE’ means may
be other juice brands uses preservatives & added sugar.
• In FEEL company can provide variety of forms & induce the
feeling & provide the right level of stimulation for feelings. It
makes customer to respond in an emotional manner. E.g. on
Nano launch TATA told the reason (emotional story) behind
the inventing this car which stimulate a emotional touch in
customers.
• In RELATE company tries to get customer to think about
relationship & relate other people through this. As zodiac said
‘An HONEST Shirt’ that relate person’s personality with their
brand. So creating a social identity for customer.
• As ACT experience move beyond the realm of sensation,
affect & cognition so it generally result from public
interaction. it tries to make customer think about their
lifestyle & remind them their activities which thy can do.
• so in conclusion, experimental marketing is totally
different from traditional marketing which understand
that customer are living human being with experiential
need. So, marketer try to capture it’s target market &
build their brands with sensory, affective, cognitive
experiences, actions & relations.