How to Get Customers to Sense, Feel, Think, Act, Relate
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.
Reading Group Guide
1. To what degree does your organization use traditional features-and-benefits marketing and experiential marketing approaches? (Chapters 1, 2)
2. What are advantages and disadvantages of the different "Experience Providers" (ExPros)? (Chapter 3)
3. Discuss how useful it is for your organization to target the following types of customer experiences: SENSE, FEEL, THINK, ACT and RELATE? (Chapters 4-8)
4. At the end of Chapters 4-8, you find the critical voice of LAURA BROWN. Do you agree with her critical statements?
5. Using the Experiential Wheel, how could you create hybrids and holistic experiences for your customers? (Chapter 9)
6. Using the Experiential Grid, what are the key strategic issues for your organization? (Chapter 10)
7. What additional strategic experiential marketing issues arise for your organization? (Chapter 10)
8. To what degree is your organization an "experience-oriented organization"? Do you think it would pay off to become more focused on customer and employee experiences? (Chapter 11) see more