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Engaging, enlightening, provocative,andsensationalare the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt.Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns.In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides:SENSEcases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent;FEELcases on Hallmark, Campbell's Soup, and Haagen Dazs Cafes in Asia, Europe, and the United States;THINKcases on Apple Computer's revival, Genesis ElderCare, and Siemens;ACTcases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living;RELATEcases on Harley-Davidson, Tommy Hilfiger, and Wonderbra.Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as "Objective: To Dream," "Send in the Iconoclasts," and "Quit the Bull," to show how traditional marketing firms can transform themselves into experience-oriented organizations.This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.
Bernd H. Schmitt has consulted, and given lectures and seminars, in more than twenty countries around the world. The founder and director of Columbia's Marketing Management executive program, Professor Schmitt is also a frquent keynote speaker at marketing and management conferences. He is co-author of Marketing Aesthetics (Free Press).
Table of Contents
CONTENTS Preface Acknowledgments PART ONE: THE EXPERIENTIAL MARKETING REVOLUTION 1 FROM FEATURES AND BENEFITS TO CUSTOMER EXPERIENCES Three Marketing Trends at the Turn of the New Millennium Are We Entering a New Century of Marketing? Traditional Marketing: Four Key Characteristics Traditional Marketing Is F&B Marketing Traditional Marketing: The Good, the Bad, and the Ugly But How About "Branding"? The Rise of Experiential Marketing Experiential Marketing: Four Key Characteristics From Brand = ID to Brand = EX Summary 2 THE BREADTH AND SCOPE OF EXPERIENTIAL MARKETING The Realm of Transportation Auntie Anne's: Creating an Experience in a Transitional Environment Technology Products: The Palm Computing Products, CrossWorlds Software, and Microsoft Industrial Products: Lycra, Polartec, and Intel News and Entertainment: Oprah Winfrey, CNN, and CNBC Consulting, Medical, and Other Professional Services: Andersen Consulting, Crystal Run Health Care LLP, and Kinko's Financial Products How Do Traditional Marketers View Experiential Marketing? An Overview of the Remainder of the Book 3 A FRAMEWORK FOR MANAGING CUSTOMER EXPERIENCES What Exactly Is an Experience? Experiences as Typologies of the Mind The Strategic Underpinnings of Experiential Marketing: SEMs Experiential Hybrids and Holistic Experiences The Internal Structure of SEMs The Instantiation Tools of Experiential Marketing: ExPros Summary PART TWO: TYPES OF EXPERIENCES 4 SENSE Marketing Aesthetics Redux The SENSE of Tide Concepts and Planning Tools for Sensory Marketing Going Beyond Marketing Aesthetics SENSE Marketing SENSE Strategic Objectives The S-P-C Model for Achieving SENSE Impact Summary 5 FEEL Häagen-Dazs Cafés in Asia and Europe Campbell's Soup Why Feelings Are Important Affective Experiences Events, Agents, and Object Emotions Affect Occurs Mostly During Consumption What's the Role of Emotional Advertising? Summary 6 THINK Genesis ElderCare: Changing How We Think About the Elderly Apple Computer's Revival The Essence of THINK Campaigns THINK Concepts: Divergent and Convergent Thinking Directional and Associative THINK Campaigns Concentration and Attention The THINK Principle: A Sense of Surprise, a Dose of Intrigue, and a Smack of Provocation Summary 7 ACT Gillette Mach3 The Milk Mustache Campaign Martha Stewart Living Traditional Marketing and ACT Experiences Physical Body Experiences Lifestyles Interact Summary 8 RELATE Examples of Successful RELATE Campaigns: Martha, Harley, Tommy, Steve, and Mao RELATE Marketing and Social Influence Social Categorization and Identity Cross-Cultural Values The Need for Confirmation The Case of Michael Jordan Fragrance Beyond Categorization and Identification Summary PART THREE: STRUCTURAL, STRATEGIC, AND ORGANIZATIONAL ISSUES 9 EXPERIENTIAL HYBRIDS AND HOLISTIC EXPERIENCES The New Beetle Shiseido's 5S Stores Hybrids and Holistic Experiences in the Supermarket Experiential Hybrids A Tool for Building Hybrids: The Experiential Wheel The Holistic Playing Field Summary 10 STRATEGIC ISSUES OF EXPERIENTIAL MARKETING Issue 1: Which SEM? Issue 2: Strategic Issues Related to the Experiential Grid Issue 3: Corporate Branding and Sub-Branding Issue 4: New Products, Brand Extentions, and Partnership Strategies Issue 5: Global Experiental Branding Summary 11 BUILDING THE EXPERIENCE-ORIENTED ORGANIZATION The Dionysian Culture Creativity and Innovation Taking the Helicopter View The Physical Environment Hiring, Training, and Personal Experiential Growth Working with the Right Externals Summary EPILOGUE Notes Permissions Index