Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, R
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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:
SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent;
FEEL cases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States;
THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens;
ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living;
RELATE cases 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.
ISBN-13: 9781451636369
Media Type: Paperback
Publisher: Free Press
Publication Date: 01-02-2011
Pages: 304
Product Dimensions: 6.00(w) x 8.90(h) x 0.90(d)
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).
From Chapter 8: RELATE
RELATE has been used successfully in a variety of recent marketing campaigns.
Let's examine some of them.
Let's start with relating to a person. In the last chapter we looked at the
ACT appeal of Martha Stewart. Her RELATE appeal is just as powerful and, for
some, highly personal. Women who don't admire Martha, as well as those who do,
speculate about "being" Martha. One writer describes her tongue-in-cheek foray
into the world of domestic perfection: "the idea -- regrettably, my own -- was
to see whether I could be Martha Stewart in time for the holidays." Despite the
humor of the topic, many people do relate to Martha as the embodiment of an
elegant and relaxed lifestyle.
Reference-group feelings can provide a powerful starting point for a RELATE
campaign. Just think about Harley Davidson, the American icon of
free-spiritedness, which draws thousands of motorcycle enthusiasts to weekend
rallies staged around the country. Harley Davidson evokes such strong relations
that owners tattoo the logo on their arms or their entire bodies. As Alec
Wilkinson wrote in The New York Times: "If you ride a Harley, you are a
member of a brotherhood, and if you don't, you are not."
On a higher-end scale, we find yet another brotherhood -- that of Tommy
Hilfiger, the phenomenally successful American casual-clothing designer brand.
Like Harley Davidson, Tommy Hilfiger has used RELATE marketing for many years. A
recently launched Tommy fragrance uses the tag line, "the real American
fragrance." Print ads show groups of wholesome-looking young people of different
races, wearing Tommy fashions and relaxing in casual settings. The atmosphere is
one of warmth and easy camaraderie among friends. One setting, on a manicured
lawn before a large Cape Cod home, is strongly reminiscent of the Kennedy
enclave at Hyannisport. Tommy's signature colors -- red white and blue, are
carried through in American flags that appear in the background of each shot.
An integrated and successful collection of RELATE products and services is
provided by the Franklin-Covey company. Building on the phenomenal success of
Steven Covey's best-selling book The Seven Habits of Highly Effective
People, Franklin-Covey offers a line of Franklin organizers, the Covey
Leadership Center, and Covey's books on self-management. They have even opened a
line of retail stores, the 7-Habits stores, selling products and services
intended to help people get control of their lives.
Finally, RELATE marketing can be serious or playful. A "communist chic"
restaurant is all the rage in Singapore. At the House of Mao, waiters wear red
stars on their caps and Maoist slogans on their sleeves. A portrait of the late
Chinese leader Mao Tse-tung dominates one wall of the restaurant, which is
decorated with medals, posters, and copies of Mao's famous Little Red Book. The
menu itself mimics the Little Red Book and offers dishes like Long March Chicken
and Chairman Mao's Favorite Braised Garlic Pork. This tongue-in-cheek nostalgia
is not confined to Asia, either. Shortly after the fall of communism in Europe,
a hammer-and-sickle craze swept the region, with pizzerias and cafeterias
harking back to the "good" old days in their design and marketing.
Copyright © 1999 Bernd H. Schmitt
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