Copyrights 2001, All rights reserved, Prof. Han, Sangman. Page 1

Transcription

1 Page 1

2 Page 2 Brand Experience Create Visibility Create Differentiation Brand Building

3 Page 3 Building Relationship with Customers

4 Page 4 Experiential Marketing Sense Brand Experience Feel Act Think Experiential Marketing Relate

5 Page 5 S SEE E N S E HEAR TOUCH SMELL TASTE

6 Page 6 CASE The The Sense of of Tide Tide Procter & Gamble s Tide Tide s new campaign Tide Mountain Fresh - A direct sensory appeal

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8 Page 8 Sense Marketing

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14 Page 14 FEEL

15 Page 15 CASE Haagendaz s Cafe Cafe Product design with romantic themes Membership cards Brochure Café s slogan Dedicated to pleasure Web site

16 Page 16 CASE Campbell s Soup

17 Page 17 FEEL MARKETING

18 Page 18 Light Positive, negative,neutral Often unspecific Feeling&Emotions) Strong Positive or negative, meaningful Triggered by events, agents and objects

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22 Page 22 Excited, Joyful, Hopeful Romantic, Loving, Pleasure

23 Page 23 Joyful, Delighted Warm-hearted Cheerful Contented Enthusiastic, Energetic, Active Lively, Vigorous Offended, Sad Miserable Sorrowful Irritating Hopeful Hyper Friendly Afraid Anxious Fearful Stressful Embarrassed

24 Page 24 THINK

25 Page 25 CASE Genesis Elder Care Care

26 Page 26 CASE Apple Computer

27 Page 27 Directional and associative think campaigns Convergent thinking Directional think campaigns Spell out precisely what or how customers are supposed think about the options put in front of them Divergent thinking Associative campaigns Make prominent use of more abstract, generic concepts, diffused visual imagery

28 Page 28 The Think Principle Surprise Intrigue Provocation

29 Page 29 - At 360 DPI you see a lady in her bathing suit - At 720 DPI you see her bathing suit in wet

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32 Page 32 ACT

33 Page 33 (Act marketing strategy)

34 Page 34 CASE Gillette Mach 3 Brand Identity Package Design Color Graphic Speed Technology an an experiential approach in in product design and marketing

35 CASE The The Milk Milk Mustache Campaign To correct false beliefs and educate the consumer by providing surprising new nuggets of information about milk Participating celebrities cut across a wide social range, Celebrities bringing lifestyle appeal and motivation to ACT to many different kinds of consumers Page 35

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39 Nike Town s basketball hoop Experience Haagen-Dazs s European Ice-Cream Parlors Page 39

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42 Page 42 RELATE

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44 Page 44 CASE RELATE Campaign Many people do relate to Martha as the embodiment of an elegant and relaxed lifestyle if you ride a Harley, you are a member of a brotherhood, and if you don t, you are not. warmth and easy camaraderie among friends signature color : red, whiet, blue => American flags

45 Page 45 (Relate Experience)

46 Page 46 Social Categorization They need to create or allude to a certain social category X Four tasks of marketers They need to get customers to apply the label I am X They need to persuade them that labeling themselves as part of X provides a positive experience They need to show them that they can create this positive experience by consuming a certain brand

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48 Page 48 Community TTL Zone TTL Joynet TTL Club TTL Play on TTL Global TTL Card

49 Page 49 Final Conclusion The Ultimate Goal of Experiential Marketing Key Experiential Providers Holistic Experience Communications Visual/Verbal identity and signage Sense Feel Think Act Relate People Web sites and Electronic media Spatial environment Product Presence Co-branding

50 The Experiential Grid Products Co-branding Environment Web sites People Page 50 Communications Identities S Sense Feel E Think M Relate Act

51 Page 51 Building Brand Some role models from Europe Brand Essence Customer s best friend in the Kitchen Providing Ideas, methods Partnership Product to produce Good-tasting, quick, Nutritious, Affordable snacks and meals Innovation Opening new vistas of Convenience and taste

52 Page 52 TV Studio Website Hotline POS kiosks Cooking clubs Events CD-ROM Flagship store

53 Page 53 Tango is one of the most successful European soft drink brands