Experiential Marketing Heuristics

Experiential Marketing Heuristics

TIM SALAZAR LUCIANO JOHNSON

Wednesday, March 11, 2009

What is experiential marketing?


Traditional marketing:



product focused



features & benefits

product focused



features & benefits

promise making

product focused



features & benefits

promise making

product focused

focuses on rational and logical


“We live in a world where the little things really do matter. Each encounter no matter how brief is a micro interaction which makes a deposit or withdrawal from our rational and emotional subconscious. The sum of these interactions and encounters adds up to how we feel about a particular product, brand or service. Little things. Feelings. They influence our everyday behaviors more than we realize.”

David Armano


TextText

FROM PASSIVE CONSUMPTION TO ACTIVE PARTICIPATION


A BRAND IS A PERSON’SGUT FEELINGABOUT APRODUCT,SERVICE, OR COMPANY.


75% market share


75% market share

can use it at the store


75% market share

can use it at the store

no outright promise


focused on consumer


it’s not if you get this ipod you will be cool, but rather you are getting this because you are cool


it’s not if you get this ipod you will be cool, but rather you are getting this because you are cool

pyschological, emotional and sensory


Professor Bernd Schmitt


SEMs or ‘strategic experience modules’

SENSE

FEEL THINK

ACT RELATE


SENSE

iphones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent


FEEL

Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United StatesWednesday, March 11, 2009

THINK

Apple Computer's revival, Genesis ElderCare, and SiemensWednesday, March 11, 2009

ACT

Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart LivingWednesday, March 11, 2009

RELATE

Harley-Davidson, Tommy Hilfiger, and WonderbraWednesday, March 11, 2009

What are heuristics?Wednesday, March 11, 2009

Heuristics, a term derived from the ancient Greek word heuriskein meaning "to find a way", and from which we get Archimedes 'eureka', is generally associated with cognitive psychology and human computer interaction (HCI).


At its root, the general principle of heuristics is as a tool for comparison.


rules of thumb


Nielsen (1994):

1.Ensure good visibility of system status.2.Have a good match between the system and the real world3.Ensure user control and freedom.4.Use consistency and standards.5.Design to prevent user errors.6.Design to facilitate recognition rather than recall memory.7.Provide for flexibility and efficiency of use.8.Use aesthetic and minimalist design concepts.9.Help users recognize, diagnose, and recover from errors.


WHY?


What are our experiential marketing heuristics?


the goal is perpetual interaction


Visual and verbal information should be integrated using appropriate design elements that reflect the brand.

SENSE


Sensory elements should project the brand identity in a way that allows a user to feel like a part of the brand, by accentuating positive self-image (through brand-image).

FEEL


The experience should provide surprise, delight and provocation that stays with the users in their daily lives.

THINK


Ample opportunity for self-actualization and participation with the brand should be provided in the experience.

ACT


The brand and experience should promote a community of participation and loose conversation amongst other site visitors.

RELATE


Experiential Marketing Heuristics

TIM SALAZAR LUCIANO JOHNSON


Thanks! Questions?TIM [email protected]

LUCIANO [email protected]


mailto:[email protected]




Experiential Marketing Heuristics

Design

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