Experiential Marketing Heuristics

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, March 11, 2009

“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

FROM PASSIVE CONSUMPTION TO ACTIVE PARTICIPATION Text Text Wednesday, March 11, 2009

A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR COMPANY. 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 11, 2009

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

Professor Bernd Schmitt Wednesday, March 11, 2009

SEMs or ‘strategic experience modules’ SENSE THINK FEEL RELATE ACT Wednesday, March 11, 2009

SENSE iphones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent Wednesday, March 11, 2009

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

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, 2009

RELATE Harley-Davidson, Tommy Hilﬁger, and Wonderbra 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 wayquot;, and from which we get Archimedes 'eureka', is generally associated with cognitive psychology and human computer interaction (HCI). Wednesday, March 11, 2009

At its root, the general principle of heuristics is as a tool for comparison. Wednesday, March 11, 2009

rules of thumb Wednesday, March 11, 2009

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

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 that reﬂect the brand. Wednesday, March 11, 2009

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

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

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

RELATE The brand and experience should promote a community of participation and loose conversation amongst other site visitors. 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 Wednesday, March 11, 2009

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Experiential Marketing Heuristics

by Tim Salazar on Mar 11, 2009

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