Experiential Marketing Heuristics




          TIM SALAZAR       LUCIANO JOHNSON

Wednesday, March 11, 2009
What is experiential
                               marketing?
Wednesday, March 11, 2009
Wednesday, March 11, 2009
Traditional marketing:




Wednesday, March 11, 2009
Traditional marketing:
product focused




Wednesday, March 11, 2009
Traditional marketing:
product focused
features & benefits




Wednesday, March 11, 2009
Traditional marketing:
product focused
features & benefits
promise making




Wednesday, March 11, 2009
Traditional marketing:
product focused
features & benefits
promise making


 focuses on rational
 and logical




Wednesday...
Wednesday, March 11, 2009
“We live in a world where the little things really do
               matter.  Each encounter no matter how brief is a
    ...
FROM PASSIVE CONSUMPTION TO ACTIVE PARTICIPATION




                                                 Text
               ...
A BRAND IS
        A PERSON’S
        GUT FEELING
        ABOUT A
        PRODUCT,
        SERVICE,
        OR COMPANY.
We...
Wednesday, March 11, 2009
Wednesday, March 11, 2009
Wednesday, March 11, 2009
75% market share




Wednesday, March 11, 2009
75% market share
can use it at the store




Wednesday, March 11, 2009
75% market share
can use it at the store
no outright promise




Wednesday, March 11, 2009
focused on consumer




Wednesday, March 11, 2009
it’s not if you get
this ipod you will
be cool, but rather
you are getting
this because you
are cool




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

pyschological,
emoti...
Professor Bernd Schmitt

Wednesday, March 11, 2009
SEMs or ‘strategic experience modules’
                                      SENSE
                                       ...
SENSE




           iphones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent
Wednesday, March 11, 2...
FEEL




     Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States
Wednesday, March 11,...
THINK




                            Apple Computer's revival, Genesis ElderCare, and Siemens
Wednesday, March 11, 2009
ACT




                   Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living
Wednesday, March 11, 20...
RELATE




                            Harley-Davidson, Tommy Hilfiger, and Wonderbra
Wednesday, March 11, 2009
Wednesday, March 11, 2009
What are heuristics?
Wednesday, March 11, 2009
Heuristics, a term derived from the ancient
               Greek word heuriskein meaning quot;to find a
               wayq...
At its root, the general principle of
                            heuristics is as a tool for comparison.




Wednesday, M...
rules of thumb




Wednesday, March 11, 2009
Nielsen (1994):

                      1.	 Ensure good visibility of system status.
                      2.	 Have a good ...
WHY?



Wednesday, March 11, 2009
What are our experiential
          marketing heuristics?
Wednesday, March 11, 2009
the goal is perpetual interaction




Wednesday, March 11, 2009
SENSE

           Visual and verbal information should be
           integrated using appropriate design elements
        ...
Wednesday, March 11, 2009
FEEL
           Sensory elements should project the brand
           identity in a way that allows a user to feel like a
 ...
Wednesday, March 11, 2009
THINK

           The experience should provide surprise, delight
           and provocation that stays with the users in
...
Wednesday, March 11, 2009
ACT

           Ample opportunity for self-actualization and
           participation with the brand should be provided
  ...
Wednesday, March 11, 2009
Wednesday, March 11, 2009
RELATE

           The brand and experience should promote a
           community of participation and loose
           co...
Wednesday, March 11, 2009
Wednesday, March 11, 2009
Wednesday, March 11, 2009
Wednesday, March 11, 2009
Experiential Marketing Heuristics




         TIM SALAZAR        LUCIANO JOHNSON

Wednesday, March 11, 2009
Thanks! Questions?
      TIM SALAZAR
      tim.salazar@gmail.com

     LUCIANO JOHNSON
     lucianojohnson@gmail.com




W...
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Experiential Marketing Heuristics

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Presentation for Experiential Marketing Heuristics. Notes to come, which is really where our best content is. Our heuristics are explicitly designed for websites of cultural institutions or other non-profit websites that are looking (and we condone!) to implement these strategies.

We owe a lot to Berndt Schmitt, David Armano, Matt Webb for this presentation, and recommend them for much, much more in-depth conversation here.

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Experiential Marketing Heuristics

  1. 1. Experiential Marketing Heuristics TIM SALAZAR LUCIANO JOHNSON Wednesday, March 11, 2009
  2. 2. What is experiential marketing? Wednesday, March 11, 2009
  3. 3. Wednesday, March 11, 2009
  4. 4. Traditional marketing: Wednesday, March 11, 2009
  5. 5. Traditional marketing: product focused Wednesday, March 11, 2009
  6. 6. Traditional marketing: product focused features & benefits Wednesday, March 11, 2009
  7. 7. Traditional marketing: product focused features & benefits promise making Wednesday, March 11, 2009
  8. 8. Traditional marketing: product focused features & benefits promise making focuses on rational and logical Wednesday, March 11, 2009
  9. 9. Wednesday, March 11, 2009
  10. 10. “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 Wednesday, March 11, 2009
  11. 11. FROM PASSIVE CONSUMPTION TO ACTIVE PARTICIPATION Text Text Wednesday, March 11, 2009
  12. 12. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR COMPANY. Wednesday, March 11, 2009
  13. 13. Wednesday, March 11, 2009
  14. 14. Wednesday, March 11, 2009
  15. 15. Wednesday, March 11, 2009
  16. 16. 75% market share Wednesday, March 11, 2009
  17. 17. 75% market share can use it at the store Wednesday, March 11, 2009
  18. 18. 75% market share can use it at the store no outright promise Wednesday, March 11, 2009
  19. 19. focused on consumer Wednesday, March 11, 2009
  20. 20. it’s not if you get this ipod you will be cool, but rather you are getting this because you are cool Wednesday, March 11, 2009
  21. 21. 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 Wednesday, March 11, 2009
  22. 22. Professor Bernd Schmitt Wednesday, March 11, 2009
  23. 23. SEMs or ‘strategic experience modules’ SENSE THINK FEEL RELATE ACT Wednesday, March 11, 2009
  24. 24. SENSE iphones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent Wednesday, March 11, 2009
  25. 25. FEEL Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States Wednesday, March 11, 2009
  26. 26. THINK Apple Computer's revival, Genesis ElderCare, and Siemens Wednesday, March 11, 2009
  27. 27. ACT Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living Wednesday, March 11, 2009
  28. 28. RELATE Harley-Davidson, Tommy Hilfiger, and Wonderbra Wednesday, March 11, 2009
  29. 29. Wednesday, March 11, 2009
  30. 30. What are heuristics? Wednesday, March 11, 2009
  31. 31. Heuristics, a term derived from the ancient Greek word heuriskein meaning quot;to find a wayquot;, and from which we get Archimedes 'eureka', is generally associated with cognitive psychology and human computer interaction (HCI). Wednesday, March 11, 2009
  32. 32. At its root, the general principle of heuristics is as a tool for comparison. Wednesday, March 11, 2009
  33. 33. rules of thumb Wednesday, March 11, 2009
  34. 34. Nielsen (1994): 1. Ensure good visibility of system status. 2. Have a good match between the system and the real world 3. 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. Wednesday, March 11, 2009
  35. 35. WHY? Wednesday, March 11, 2009
  36. 36. What are our experiential marketing heuristics? Wednesday, March 11, 2009
  37. 37. the goal is perpetual interaction Wednesday, March 11, 2009
  38. 38. SENSE Visual and verbal information should be integrated using appropriate design elements that reflect the brand. Wednesday, March 11, 2009
  39. 39. Wednesday, March 11, 2009
  40. 40. FEEL 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). Wednesday, March 11, 2009
  41. 41. Wednesday, March 11, 2009
  42. 42. THINK The experience should provide surprise, delight and provocation that stays with the users in their daily lives. Wednesday, March 11, 2009
  43. 43. Wednesday, March 11, 2009
  44. 44. ACT Ample opportunity for self-actualization and participation with the brand should be provided in the experience. Wednesday, March 11, 2009
  45. 45. Wednesday, March 11, 2009
  46. 46. Wednesday, March 11, 2009
  47. 47. RELATE The brand and experience should promote a community of participation and loose conversation amongst other site visitors. Wednesday, March 11, 2009
  48. 48. Wednesday, March 11, 2009
  49. 49. Wednesday, March 11, 2009
  50. 50. Wednesday, March 11, 2009
  51. 51. Wednesday, March 11, 2009
  52. 52. Experiential Marketing Heuristics TIM SALAZAR LUCIANO JOHNSON Wednesday, March 11, 2009
  53. 53. Thanks! Questions? TIM SALAZAR tim.salazar@gmail.com LUCIANO JOHNSON lucianojohnson@gmail.com Wednesday, March 11, 2009
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