How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands
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Well Written. Cuts to the Chase. Timely as Hell."
Tom Peters, bestselling business author
Experiential marketing is everywhere. In a wide variety of markets--from consumer packaged goods to industrial and high-tech products--companies are using experiential marketing for many different purposes: developing new products, communicating with customers, improving sales relations, designing retail spaces, building web sites. More and more, marketers are moving away from traditional "features and benefits" marketing and turning to experiential marketing.
In this international best-selling book, experience guru Bernd H. Schmitt, explores this revolution in marketing that focuses on the experiences of customers.
What is Experiential Marketing?
Moving beyond the traditional "features-and-benefits" marketing that was developed by marketing scientists for the industrial age, Schmitt presents a revolutionary approach for the branding and information age. Schmitt shows how managers can create experiences for their customers through sensory, affective and creative associations as well as lifestyle 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, communications, 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 Haagen Dazs Cafés in Asia, Europe and the U.S.;
THINK cases on Apple Computer's revival, Genesis Eldercare, and Siemens;
ACT cases on Gillette's Mach3, the Milk Moustache 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 change your perception of customers, marketing and brands forever--from Amtrak to Singapore Airlines, from to Herbal Essences products to Microsoft, from Michael Jordan Fragrance to Gwyneth Paltrow.
"Brilliantly researched. Well Written. Cuts to the Chase. Timely as Hell."
- Tom Peters, bestselling business author of all time, on www.tompeters.com
"With Experiential Marketing, branding now has a bible!"
- Robert Wallace, Managing Partner, Wallace Church Associates, Strategic Brand Identity Consultants
"A fresh, new voice in the wilderness of so-called 'marketing experts'-one who speaks with unusual perception, clarity and common sense. Bernd Schmitt will have a profound influence for years to come on how we all think about brands and the marketing that sells them."
- Hayes Roth, Senior Executive Director, Landor Associates
"A refreshingly lucid, insightful, and original book…. Provides clear direction for marketers who want to build successful brands in the new millenium."
- Alan Siegel, Chairman, Siegelgale
"A pioneering work…. Provides the essential concepts and structure for a powerful framework to shape marketing and design programs…. A must-read for anyone serious about business success in the next millennium."
- Earl N. Powell, President, The Design Management Institute
"Experiential Marketing presents Schmitt's insightful and thought-provoking examination of this growing trend ...By dissecting a series of relevant campaigns undertaken at the leading-edge firms...Schmitt demonstrates its effectiveness while deftly pointing out salient techniques that readers might adopt."
- Howard Rothman of amazon.com