Elements of Experiential Marketing
Experiential Marketing completely depends on the product, service and the brand that is on offer. While some opt for product demos, some adopt extremely creative means to get their product or service noticed. Bernd H. Schmitt, a marketing consultant in his book, 'Experiential Marketing How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands,' Schmitt identifies five different types of experiences or 'strategic experience modules' (SEMs).
SENSE: These are sensual and tangible aspects of a product or experience that appeal to the five senses of sight, sound, scent, taste and touch. Sense experiences are particularly useful to differentiate products or services, to motivate potential customers, and to create a sense of value in the mind of the purchaser. Examples of sense marketing would be Nike, which came up with an innovative idea to gauge customers by giving them an experience of being themselves. Customers can design their shoes according to their likes and dislikes, material, colour, shape etc… which was definitely creating an identity for themselves.
FEEL: Feel marketing is devoted to inducing effect (i.e. the creation of moods and emotions) that adhere to the company and brand. Clearly, positive or negative feelings toward a product or service will influence the extent to which it is consumed. If Axe releases a new fragrance product for men, it is more likely to use this kind of marketing.
THINK: "The objective of think marketing is to encourage customers to engage in elaborative and creative thinking that may result in a reevaluation of the company and products." Apple's 'Think Different' campaign is think marketing strategy.
ACT: Act marketing is oriented towards the creation of experiences through behavior on the part of the customer, either privately or in the company of others. The goal is to change long-term behavior and habits in favour of the particular product or service. Example of this includes the Gillette Mach3 ads (which try to convey the idea that this product will transform the daily experience of shaving into an incredible experience).
RELATE: "Relate marketing expands beyond the individual's private sensations, feelings, cognitions and actions by relating the individual self to the broader social and cultural context reflected in a brand." Examples would be an iPod, Harley Davidson, Mercedes
Experiential Marketing completely depends on the product, service and the brand that is on offer. While some opt for product demos, some adopt extremely creative means to get their product or service noticed. Bernd H. Schmitt, a marketing consultant in his book, 'Experiential Marketing How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands,' Schmitt identifies five different types of experiences or 'strategic experience modules' (SEMs).
SENSE: These are sensual and tangible aspects of a product or experience that appeal to the five senses of sight, sound, scent, taste and touch. Sense experiences are particularly useful to differentiate products or services, to motivate potential customers, and to create a sense of value in the mind of the purchaser. Examples of sense marketing would be Nike, which came up with an innovative idea to gauge customers by giving them an experience of being themselves. Customers can design their shoes according to their likes and dislikes, material, colour, shape etc… which was definitely creating an identity for themselves.
FEEL: Feel marketing is devoted to inducing effect (i.e. the creation of moods and emotions) that adhere to the company and brand. Clearly, positive or negative feelings toward a product or service will influence the extent to which it is consumed. If Axe releases a new fragrance product for men, it is more likely to use this kind of marketing.
THINK: "The objective of think marketing is to encourage customers to engage in elaborative and creative thinking that may result in a reevaluation of the company and products." Apple's 'Think Different' campaign is think marketing strategy.
ACT: Act marketing is oriented towards the creation of experiences through behavior on the part of the customer, either privately or in the company of others. The goal is to change long-term behavior and habits in favour of the particular product or service. Example of this includes the Gillette Mach3 ads (which try to convey the idea that this product will transform the daily experience of shaving into an incredible experience).
RELATE: "Relate marketing expands beyond the individual's private sensations, feelings, cognitions and actions by relating the individual self to the broader social and cultural context reflected in a brand." Examples would be an iPod, Harley Davidson, Mercedes