Experience Marketing_lt1

1、Feb-May 2009Experience MarketingLecture 1Feb-May 2009Todays content Introduction Experiential MarketingBernd H. Schmitt, ISBN 0-684-85423-6Feb-May 2009Who am I Mr. Drs. Mark Li Fo Sjoe MA m.lifosjoehhs.nl Master in international communication (communication sciences) 10 years of business experience

2、as marketeer & as management consultant Specialized in: brand/ marketing strategy, research, intercultural, guerrilla & viral marketingFeb-May 2009The course Lectures / workshops Syllabus on BB PlanningFeb-May 2009Tips Visit blackboard regularly for syllabus, Powerpoints, homework et cetera

3、Keep up with the material. You get the most out of the lectures / workshops if you read the corresponding chapter beforehand and prepare homework.Feb-May 2009What is Experience Marketing?Feb-May 2009Some Context Brand vs Branding Brand Values & Associations Brand Essence Brand Personality Brand

4、Experience Feb-May 2009What Is a Brand?A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. Feb-May 2009Value?Value has different interpretations: from a marketing or consumer perspective it is; the promise a

5、nd delivery of an experiencefrom a business perspective it is the security of future earnings; from a legal perspective it is a separable piece of intellectual property. Feb-May 2009What Is Branding?Selecting and blending tangible and intangible attributes to differentiate the product, service or co

6、rporation in an attractive, meaningful and compelling way. Feb-May 2009Brand Values?The code by which the brand lives. The brand values act as a benchmark to measure behaviors and performance. Feb-May 2009Brand Associations?The feelings, beliefs and knowledge that consumers (customers) have about br

7、ands. These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of differentiation. Feb-May 2009Brand Essence? The brands promise expressed in the simplest, most single-minded terms. For example, Volvo = safety; Coca-Cola = Refreshment.

8、 The most powerful brand essences are rooted in a fundamental customer need.Feb-May 2009Brand Personality?The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising and

9、 appropriate packaging and graphics and through the people who represent the brand - its employees.Feb-May 2009Brand Experience?The means by which a brand is created in the mind of a stakeholder. Some experiences are controlled such as retail environments, advertising, products/services, websites, e

10、tc. Some are uncontrolled like journalistic comment and word of mouth. Strong brands arise from consistent experiences which combine to form a clear, differentiated overall brand experience. Feb-May 2009What was marketing again?Feb-May 2009What Is Marketing?Marketing is a process by which companies

11、create value for customers and build strong customer relationships to capture value from customers inreturn Feb-May 2009Customer value Create higher value than the competitors in order to achieve competitive advantage Feb-May 2009Differentiation Differentiate yourself from your competitors Unique po

12、sition on an attribute that is “widely valued by the consumers” “.But sometimes irrelevant to creating the implied benefit.” (ie. Silk in shampoo) Michael Porter Feb-May 2009What is experience marketing?Feb-May 2009Experience Marketing Experience marketing is the practice of engaging target audience

13、s in personal experiences in which they internalise a sense of how their personal or professional life is improved by the brand. The result is a powerful increase in the depth and volume of brand differentiation, conversion and loyalty.Feb-May 2009Experience Marketing Traditional marketing views con

14、sumers as rational decision-makers who care about functional features and benefits. In contrast, experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences. Feb-May 2009Isnt experience marketing the same as event marketing? b

15、oth share live interactions as a format for communicationFeb-May 2009Isnt experience marketing the same as event marketing? significant differences: Traditional event marketing is tactically based and attempts to influence an audience through a features + benefits sales approach. It is based on an i

16、nterruptive model in which the brand inserts its products and services (and information about them) into an audiences professional or personal life.Feb-May 2009Isnt experience marketing the same as event marketing? significant differences: Experience marketing immerses the audience in a welcome stor

17、yline that plays out through physical action and emotional and intellectual interactions that motivate audiences to see themselves as bigger heroes in their own stories.Feb-May 2009Isnt experience marketing the same as event marketing? significant differences: Traditional event marketing asks someth

18、ing of the individual or audience (stand in my trade show booth while I tell you what you must know) and often requires the audience to do its own translation of how the features of a brand or product will improve ones lot.Feb-May 2009Isnt experience marketing the same as event marketing? significan

19、t differences: experience marketing (even in the trade show setting) requires little of the individual It relies on their own motivation to find their way into the interaction, giving the individual or audience what it has (knowingly or not) longed for in ways that empower them - through co-authorsh

20、ip of an experience that unfolds by their own direction.Feb-May 2009Is experience marketing just product sampling and stunts? You might think that bringing the brand to life only means product sampling or headline-making stunts. While experience marketing can include these tactics, they arent a nece

21、ssity and some types need to be avoided.Feb-May 2009Is experience marketing just product sampling and stunts? Product sampling offers participants momentary product exposure but no long lasting brand affinity. Too often, live event experiences that use these tactics dangerously dilute the brand by u

22、sing techniques that are wildly misaligned with the brands attributes, values and associations.Feb-May 2009Is experience marketing just product sampling and stunts? not all products lend themselves to sampling. Experience marketing however can apply to the promotion of any product or service, and al

23、ways does so in a faithful context of the brand and the life of the audience.Feb-May 2009Is experience marketing just product sampling and stunts? So its not necessarily about sampling, nor about stunts for stunt sake; its about building the brand attributes into the entire experience, in every way possible.Feb-May 2009Is experience marketing a stand alon