Synopses & Reviews
Engaging, enlightening, provocative, and
sensational are 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:
SENSE cases on Nokia mobile phones, Hennessy cognac, and ProcterandGamble'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.
Review
Earl N. PowellPresident, The Design Management InstituteA pioneering work....Provides the essential concepts and structure for a powerful framework to shape marketing.
Review
Alan SiegelChairman and CEO, SiegelandGaleA refreshingly lucid, insightful, and original book...Provides clear direction for marketers who want to build successful brands in the new millennium.
Review
Rob WallaceManaging Partner, Wallace Church Associates, Strategic Brand Identity ConsultantsWith Experiential Marketing, branding now has a bible!
Review
Rob Wallace
Managing Partner, Wallace Church Associates, Strategic Brand Identity Consultants
With Experiential Marketing, branding now has a bible!
Review
Alan Siegel
Chairman and CEO, SiegelandGale
A refreshingly lucid, insightful, and original book...Provides clear direction for marketers who want to build successful brands in the new millennium.
Review
Rod SwansonSenior Director, FilmandVideo Production, Electronic ArtsCharts the way in a future where customers are drowning in a sea of information. My recommendation: get it, read it, live it.
Review
Billy PittardCEO/President, Pittard SullivanA compelling argument for a powerful new approach to marketing that looks at how consumers relate to brands in today's marketing environment.
Review
Cleve S. LangtonCorporate Executive Vice President, DDB Needham Worldwide, Inc.Presents a cutting-edge approach to managing any type of business-customer relationship. A must-read for marketing directors, communication managers, and business strategists.
Synopsis
Engaging, enlightening, provocative, and sensational are 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:
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 Cafes 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 howtraditional 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.
Description
Includes bibliographical references (p. 255-265) and index.
About the Author
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).
Reading Group Guide
Discussion Questions 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)