Experiential marketing

Author: Schmidt
Publisher:
Publish Date: 2001-10-01
Features: In an era where brands and information dominate, the traditional "Features and Benefits" marketing approach has been left behind. Meanwhile, a new marketing concept in the brand society—“Experiential Marketing”—has emerged. The ultimate goal of “Experiential Marketing” is to create a comprehensive experience for customers. The author refers to these experiences as SEM (Strategic Experience Modules), including Sensory Experience (SENSE), Emotional Experience (FEEL), Creative Cognitive Experience (THINK), Physical Experience and Lifestyle (ACT), and Social Experience (RELATE). The book not only provides tools and methods for “Experiential Marketing” but also introduces readers to how companies have leveraged “Experiential Marketing” to gain market share, using numerous business examples (such as advertising creativity from well-known companies like Apple, Nokia, and Siemens). It also explains how companies on the brink of failure have used “Experiential Marketing” to create comprehensive experiences for different customers, turning their fortunes around. Additionally, the author outlines how companies primarily focused on traditional marketing can transform into information-driven enterprises centered around “Experiential Marketing.” The book covers topics including: From Features and Benefits to Customer Experience, The Scope and Range of Experiential Marketing, A Framework for Managing Consumer Experience, Senses, Feelings, Thoughts, Actions, and Strategic Directions for Experiential Marketing.