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Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Pengenalan Experiential Marketing
Pertemuan 2
Learning Outcomes
Students are able to explain differences between
traditional and experiential marketing
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Outline Materi
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What is experience?
SEMS
Sense
Feel
Act
Relate
Think
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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.
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What is Experience?
• Experience providers:
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People
Communications
Visual/verbal identity and signage
Product presence
Co-branding
Spatial environments
Web sites and electronic media
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.
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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.
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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
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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
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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.
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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.
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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
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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.
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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
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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:
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Reasoned act
Flesh
Motor actions
Interact
Lifestyles
Nonverbal behavior
Self-perceptions
Behavioral modification
Relate
• Relate marketing expands beyond the individual’s
private sensations, feelings, cognitions and actions
• Relate experience providers:
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Social roles
Kin relations
Cultural values
Group membership
Brand communities
Social identity
Social categorization
Social influence
Conclusion:
• Experience are private events that occur in response to
some stimulation.
• Experiences are usually not self-generated but induced.
• Experience providers:
–
–
–
–
–
–
–
Bina Nusantara
People
Communications
Visual/verbal identity and signage
Product presence
Co-branding
Spatial environments
Web sites and electronic media
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.
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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:
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–
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Social roles
Kin relations
Cultural values
Group membership
Brand communities
Social identity
Social categorization
Social influence