Description
Table of ContentsCONTENTSPreface
AcknowledgmentsPART ONE: THE EXPERIENTIAL MARKETING REVOLUTION
1 FROM FEATURES AND BENEFITS TO CUSTOMER EXPERIENCESThree Marketing Trends at the Turn of the New Millennium
Are We Entering a New Century of Marketing?
Traditional Marketing: Four Key Characteristics
Traditional Marketing Is F&B Marketing
Traditional Marketing: The Good, the Bad, and the Ugly
But How About "Branding"?
The Rise of Experiential Marketing
Experiential Marketing: Four Key Characteristics
From Brand = ID to Brand = EX
Summary
2 THE BREADTH AND SCOPE OF EXPERIENTIAL MARKETINGThe Realm of Transportation
Auntie Anne's: Creating an Experience in a Transitional Environment
Technology Products: The Palm Computing Products, CrossWorlds Software, and Microsoft
Industrial Products: Lycra, Polartec, and Intel
News and Entertainment: Oprah Winfrey, CNN, and CNBC
Consulting, Medical, and Other Professional Services: Andersen Consulting, Crystal Run Health Care LLP, and Kinko's
Financial Products
How Do Traditional Marketers View Experiential Marketing?
An Overview of the Remainder of the Book
3 A FRAMEWORK FOR MANAGING CUSTOMER EXPERIENCESWhat Exactly Is an Experience?
Experiences as Typologies of the Mind
The Strategic Underpinnings of Experiential Marketing: SEMs
Experiential Hybrids and Holistic Experiences
The Internal Structure of SEMs
The Instantiation Tools of Experiential Marketing: ExPros
Summary
PART TWO: TYPES OF EXPERIENCES
4 SENSEMarketing Aesthetics Redux
The SENSE of Tide
Concepts and Planning Tools for Sensory Marketing
Going Beyond
Marketing AestheticsSENSE Marketing
SENSE Strategic Objectives
The S-P-C Model for Achieving SENSE Impact
Summary
5 FEELHäagen-Dazs Cafés in Asia and Europe
Campbell's Soup
Why Feelings Are Important
Affective Experiences
Events, Agents, and Object Emotions
Affect Occurs Mostly During Consumption
What's the Role of Emotional Advertising?
Summary
6 THINKGenesis ElderCare: Changing How We Think About the Elderly
Apple Computer's Revival
The Essence of THINK Campaigns
THINK Concepts: Divergent and Convergent Thinking
Directional and Associative THINK Campaigns
Concentration and Attention
The THINK Principle: A Sense of Surprise, a Dose of Intrigue, and a Smack of Provocation
Summary
7 ACTGillette Mach3
The Milk Mustache Campaign
Martha Stewart Living
Traditional Marketing and ACT Experiences
Physical Body Experiences
Lifestyles
Interact
Summary
8 RELATEExamples of Successful RELATE Campaigns: Martha, Harley, Tommy, Steve, and Mao
RELATE Marketing and Social Influence
Social Categorization and Identity
Cross-Cultural Values
The Need for Confirmation
The Case of Michael Jordan Fragrance
Beyond Categorization and Identification
Summary
PART THREE: STRUCTURAL, STRATEGIC, AND ORGANIZATIONAL ISSUES
9 EXPERIENTIAL HYBRIDS AND HOLISTIC EXPERIENCESThe New Beetle
Shiseido's 5S Stores
Hybrids and Holistic Experiences in the Supermarket
Experiential Hybrids
A Tool for Building Hybrids: The Experiential Wheel
The Holistic Playing Field
Summary
10 STRATEGIC ISSUES OF EXPERIENTIAL MARKETINGIssue 1: Which SEM?
Issue 2: Strategic Issues Related to the Experiential Grid
Issue 3: Corporate Branding and Sub-Branding
Issue 4: New Products, Brand Extentions, and Partnership Strategies
Issue 5: Global Experiental Branding
Summary
11 BUILDING THE EXPERIENCE-ORIENTED ORGANIZATIONThe Dionysian Culture
Creativity and Innovation
Taking the Helicopter View
The Physical Environment
Hiring, Training, and Personal Experiential Growth
Working with the Right Externals
Summary
EPILOGUENotes
Permissions
Index
