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The Experience is Marketing
James H. GilmoreB. Joseph Pine II
Group 7Ankita Singh
Ashutosh Vikram
Jayantwin Katia
Arnab Guha Malik
Anshul KumarMahesh Koppad
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Experiential marketing is a deeplyinvolving service experience thatappeals to the customers emotions andrationality/logic in order to establish aconnect with the consumer.
The emphasis is on communicating
the companys values and heritageto the consumers
Emotion is not a peripheralphenomenon but involves peoplecompletely
Higher degree of participation and
involvement of consumers thanTraditional marketing forms leaves afavorable and ever lasting experience
What is Experience Marketing ?
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This school of thought professes moving away from
targeting messages at the consumers to create anexperience within them, involve them in a process soengaging that they cant help but pay attention, andpay up!
Get the consumers to value our service offeringwithout us making an obvious effort to do so.
Marketing Experiences
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While conventional marketing aims at making selling superfluous, experiential
marketing aims at making marketing itself superfluous.
Making Marketing Superfluous
People have become immune to messages targeted at them. The way to reach yourcustomer is to create an experience withinthem
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Establish a FlagshipVenue:
Provide a controlledexperience
Turn mundane customers visitsinto engaging experiences
Steal from traditionalmarketing:
As a start carve out a portionof the traditional PR andadvertising budgets
Companies like Starbucks, ThePleasant Company, Vans etc.have let adopted this form ofmarketing to win over newcustomers and reinforce the
faith of existing ones
Using creative resourcesas your R&D:
Dont view your internal
marketing talent or yourexternal agencies as resourcessolely to be wasted on meremarketing campaigns
Creating the right experience
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Flagship Location: The company
should create a singular place
generally located in a place nearby
to the company.
These places would be the
flagship locations where company
stages the very best, the most
dynamic experience.
Example: Toys R Us megastore in
Times square
These stores produce a unique
experience that is built upon its
heritage.
Also these stores not only acted as
experience hub but also provided
new source of revenue
Levels of Location Hierarchy Model
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Experience Hubs: Create the experience hubs where thecustomers naturally gather.
The hub network could be selected based on the typeof business the company is in. for example if thecompany is in automobile industry one would
preferably go to Detroit, Indianapolis etc.Major Venues: Major demand centers
Target areas which are likely to be frequented by asizable customer base
Range from specific pockets in chosen cities to all your stores It differs from experience hubs by targeting specific set
of consumers
Levels of Location Hierarchy Model
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Derivative Presence:
A place within the place
This level involves having a presenceinside of some other venue or event
It is about deriving value both from thesurrounding environment as well asdistilling the essence of the flagship,hubs and major venues
Example: Vans sells its shoes at other retailers
Starbucks branching out its coffeeexperiences to create a presence insidegrocery store, banks etc
World Wide Markets: Every point of contact with the customer
is an opportunity.
Example: The Geek Squad
Levels of Location Hierarchy Model
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Location Hierarchy Model
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Flagship site: The singular website likely
to evoke interest from the customers
Redefine web site to provide a
virtual experience instead of merely
being a web brochure
Example:http://www.sumerset.com/
Experience Portals:
Web sites likely to generate high traffic-
portals such as Yahoo, MSN.
Subject specific experience
platform- www.WSJ.com, women
lifestyle portal iVillage.com
Location Hierarchy Model in Virtual World
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Major Platforms: www.bmwfilms.com Target sites which are likely to be frequented by a
sizable customer base
Provide an experience outside that of the normal
parameters of a corporate website.
Location Hierarchy Model in Virtual World
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Derivative Placement: Site within a site Target experience portals to place our
digital experience on their website
Potential portals could also include sitesthat attract customers of specific interest
Example: amazon.com, which providesbookselling portions of hundreds
World Wide Web: Presence at websites havinganything to do with our offerings
Can be used to generate buzz/excitementamong consumers before an event andmaintaining value after it.
Example: The LOTR campaign
Location Hierarchy Model in Virtual World
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Snapping All the Pieces Together
Its only when you charge admission that you will be forced to design as experiencethats worth an admission fee
Charge admission for your experience:
Charging admission opens the way to the new revenue and profit possibilities through
Innovation and offerings
Just as the producers of plays, concerts, sporting events always charge admission, the
producers of today's new experiences should charge for the time customers spend in
their places (whether real or virtual)
Example:
LEGO Serious Play: they created a place where managers play LEGO bricks-seriously in
order to imaginatively enhance their business performance.
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Thank You !!!!
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