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WHAT IT ISand
HOW TO DO IT
EXPERIENTALMARKETING
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Topics ExperientialMarketing
Recap (What?)
Application ofExperiential
Marketing
(How?)
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Experient ialMarket ing
Recap
The Focu s o f EM
EM focused on 4 KeyCharacterist ics
CustomerEXPERIENCE
Consumption as aHOLISTICEXPEREIENCE
Customer areRATIONAL +EMOTIONAL
Methods areECLECTIC
What isExperientialMarketing?
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A Frameworko fEM Strategic
SENSE
FEEL
THINK
ACT RELATE
Tactical
Communications
Identities
Products
Co-Branding Environment
Web-sites
People
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Whats WrongwithTRADITIONAL
MARKETING?
Focus : F&B
Marketing
Narrow definition of
product categories
& competition
Customers are
Rational
Methods:
analytical,quantitative &
verbal
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Whats Wrong withBrandinF&B Marketing?
Brand = identifiers
Brand = name, logo, slogan
Brand = awareness, and image
Brand = Id
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The TruthExperientialMarketing
Focus :
Customer Exper ience
Consumption =
Hol ist ic experience
Consumers =
Rational + Emotion al
Method :
Eclect ic
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The TruthBrandinExperient ial
Market ing
Brand=
Experience Provider
Brand=
Name, Logo, Slogans,Event, Prizes, etc.
Brand=
Moments of Truth
(MOTs), Lifestyles withthe brand
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What Exact lyis AnEXPERIENCE
Experiencesareprivate events that occur
in response to some
stimulate.
Experiencesinvolve the entire living
being. They often result
from direct observation
and/or participation in
events whether they
are real, dreamlike, or
virtual
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EXPERIENCE
Inherentlypersonal, existingonly
in the m ind o f an ind iv idualwhohas been engaged on an
emo tional, ph ys ical, intel lectual,
or even sp ir i tual level(Pine II & Gilmore)
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The Strategic Aspects of
EM
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SENSE
FEELTHINKACT
RELATE
STRATEGICEXPERIENTAL
MODUL
(SEMs)
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SENSEMARKETING Appeals to the senses withthe objective of creating
sensory experiences
through s ight , sound,
touch , taste, and
smel l
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SENSE
STRATEGIC
OBJECTIVES
Differentiator
MotivatorValue Provid er
SENSE
OBJECTIVESSENSE as
Differentiator
SENSE as
Value Provid er
SENSE asMotivator
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FEELMARKETINGAppeals to customers
innerfeel ingsand
emot ions, with the
objective of creatingaffective experiences that
range from mildly positive
moods linked to a brand to
strong emot ionsof
joyandpr ide
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FEEL
MARKETING
Why
FEELING
are
Important?Affect
Feel ings and Emotion s
Strong
Positive or negative
meaningful
Triggered by events,
agents and objective
Moods
Light
Positive, negative, neutral
Often unspecific
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THINKMARKETING
Appeals to the intellect with
objective ofcreating
cogn i t ion , problem
so lving exper iences
that engage customers
creatively
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THINK
MARKETING
Divergen t &
ConvergentThink ing
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ThinkCONCEPTS& CAMPAIGNS
THINKConcepts
THINKCampaigns
Convergent
Direct ional
Divergent
Associat ive
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The Think
PRINCIPLE
SURPRISE
INTRIQUEWhat is it?
How do things work?
What was then and what will be?
PROVOCATION
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ACTMARKETING
Aims to affect bodily
experiences,
l i festyle, and
interact ions
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ACTEXPERIENCES
ACTEXPERIENCE
S
Reasonedaction
Behavioralmodification
Self-perceptions
Nonverbalbehavior
Flesh
Motoraction
Interact
Lifestyles
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RELATEMARKETINGContains aspects of
SENSE, FEEL ,
THINK, andACTmarketing
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RELATEEXPERIENCES
RELATEEXPERIENCES
SocialInfluence
Socialcategorization
Socialidentity
Brandcommunities
Socialroles
Kin relations
Culturevalues
Groupmembership
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The Tactics of
EM
R G
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KEY
EXPERIENTAL PROVIDERS(EXPROS)
EXPERIENCEPROVIDERS
COMMUNICATIONS
PEOPLE
WEB SITE &
ELECTRONIC MEDIA
SPATIAL
ENVIRONTMENTS
C0-BRANDING
PRODUCT
PRESENCE
VISUAL/VERBAL
IDENTITY & SIGNAGE
RO GO
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Bui ld ing Hyb r ids &
Hol ist ic Experiences
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THE
EXPERIENTAL
GRID
SENSE
FEEL
THINK
RELATE
ACT
S
E
M
STRATEGIC
PLANNINGOF
EXPERIENTAL
MARKETING
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4StrategicKey
Issues
Intensity:
Intensifying vs Diffusion
Breadth:
Enriching vs Simplifying Depth:
Broadening vs Shrinking
Linkage:
Connecting vs Separating
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SENSE
FEEL
THINK
RELATE
ACT
S
E
M
Enriching vs simplifying
Intensifying vs diffusing
Broadening
v
sshrinking
ExPro
Strategic Issues
of theExperient ialGrid
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THE ULTIMATE
GOALS OFEXPERIENTAL
MARKETING
HOLISTICEXPERIENCE
SENSE
FEEL
THINK
ACTRELATE
ROY GONI
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Thank You
For Your Attention