MOS Group 7_Reading 3

7/29/2019 MOS Group 7_Reading 3

1/15

The Experience is Marketing

James H. GilmoreB. Joseph Pine II

Group 7Ankita Singh

Ashutosh Vikram

Jayantwin Katia

Arnab Guha Malik

Anshul KumarMahesh Koppad


2/15

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 ?


3/15

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


4/15

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


5/15

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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7/15

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



9/15

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



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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
http://www.wsj.com/http://www.wsj.com/


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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.



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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



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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.


15/15

Thank You !!!!

Documents

MOS Group 7_Reading 3