The document discusses experiential marketing. It begins with an overview and definition of experiential marketing. It then outlines several strategic experiential modules that can be used, including sense, feel, think, act, and relate. Finally, it discusses brand experience factors and how experiential marketing focuses on memorable customer experiences rather than only product features and benefits.

1. Experiential
Marketing
Dr. D. Selcen Ö. Aykaç

2. Overview of Presentation
evolution of Experiential Economy
What is Experiential Marketing
create experiential …
Strategic Experiential Modules
Your ideas
Dr. D. Selcen Ö. Aykaç 2

3. Baking
cake
at
home
Dr. D. Selcen Ö. Aykaç 3

4. Boxed
Cake
Dr. D. Selcen Ö. Aykaç 4

5. Cake from
Bakery
Dr. D. Selcen Ö. Aykaç 5

6. Birthday
Organization:
Cake comes
free!
Dr. D. Selcen Ö. Aykaç 6

7. Dr. D. Selcen Ö. Aykaç 7

8. Performing
experiences
Offering
services
Making
goods
Producing
commodities
Dr. D. Selcen Ö. Aykaç 8

9. Performing
experiences
Offering
services
Making
goods
Producing
commodities
Pricing
Dr. D. Selcen Ö. Aykaç 9

10. Experiential
Differentiation Economy
Performing
experiences
Offering
services
Making
goods
Producing
commodities
Fiyatlandırma
Dr. D. Selcen Ö. Aykaç 10

11. Differentiation ≈ Competitive Position
Performing
experiences
Offering
services
Making
goods
Producing
commodities
Fiyatlandırma
Dr. D. Selcen Ö. Aykaç 11

12. commodity goods services experiential
economy agrarian industrial service experience
Dr. D. Selcen Ö. Aykaç 12

13. commodity goods services experiential
economy agrarian industrial service experience
economic producing making offering performing
activity
Dr. D. Selcen Ö. Aykaç 13

14. commodity goods services experiential
economy agrarian industrial service experience
economic producing making offering performing
activity
nature barter tangible intangible memorable
Dr. D. Selcen Ö. Aykaç 14

15. commodity goods services experiential
economy agrarian industrial service experience
economic producing making offering performing
activity
nature barter tangible intangible memorable
feature natural standardized privatized personalized
Dr. D. Selcen Ö. Aykaç 15

16. commodity goods services experiential
economy agrarian industrial service experience
sconomic producing making offering performing
activity
nature barter tangible intangible memorable
feature natural standardized privatized personalized
supply storage by inventorization offered on revealed only
method volume after demand after a
production certain
duration
Dr. D. Selcen Ö. Aykaç 16

17. commodity goods services experiential
economy agrarian industrial service experience
sconomic producing making offering performing
activity
nature barter tangible intangible memorable
feature natural standardized privatized personalized
supply storage by inventorization offered on revealed only
method volume after demand after a
production certain
duration
seller trader manufacturer provider performer
Dr. D. Selcen Ö. Aykaç 17

18. commodity goods services experiential
economy agrarian industrial service experience
sconomic producing making offering performing
activity
nature barter tangible intangible memorable
feature natural standardized privatized personalized
supply storage by inventorization offered on revealed only
method volume after demand after a
production certain
duration
seller trader manufacturer provider performer
buyer market user Selcen Ö. Aykaç
Dr. D.
customer guest 18

19. Marketing
Dr. D. Selcen Ö. Aykaç
What is ? 19

20. memorable
MOMENT
services
products
Dr. D. Selcen Ö. Aykaç 20

21. Traditional Marketing
features
Functional
and benefits (F&B)
narrow definition
analytical, of product categories
quantitative and competition
and
verbal methods
Rational-decision
making customers
Schmitt Dr. D. Selcen Ö. Aykaç 21

22. Traditional marketing has made
important contributions...
Strategic concepts
segmentation, targeting, positioning
Tactical concepts
4P – product, price, place, promotions
Methods
Choice model, conjoint analysis, perceptual maps
…but its focus is on F&B...
Schmitt Dr. D. Selcen Ö. Aykaç 22

23. …and the world has
changed
We are in the middle of the
information revolution
“Wholly new content will emerge from being digital”
- Nicholas Negroponte
“Everything is entertainment”
- Regis McKenna
“Welcome to the experience economy”
- Pine and Gilmore
Schmitt Dr. D. Selcen Ö. Aykaç
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24. Experiential
Marketing
customer experience
Focus on
consumption
eclectic
methods
Customers are rational
and emotional animals
Schmitt Dr. D. Selcen Ö. Aykaç 24

25. Moving
and
Over
Up The
socio-cultural
context
The Socio-Cultural
Consumption Vector
SC C V
The
The consumption
product situation
Schmitt Dr. D. Selcen Ö. Aykaç 25

26. Define Experiential Marketing!
Sensory Experience 21%
Interaction 19%
Relation 16%
Memories 7%
Information 5%
Presence 5%
Immediate 5%
Response 5%
Context 4%
Trust 3%
Reward 3%
Community 3%
Long term 2%
Consumed 1%
Referral 1% (Experiential Marketing Survey Results , 2007)
Dr. D. Selcen Ö. Aykaç 26

27. (Heath & Heath, 2008) Dr. D. Selcen Ö. Aykaç 27

28. • job definition • role
(Heath & Heath, 2008) Dr. D. Selcen Ö. Aykaç 28

29. • job definition • role
• interview • audition
(Heath & Heath, 2008) Dr. D. Selcen Ö. Aykaç 29

30. • job definition • role
• interview • audition
• uniform • costume
(Heath & Heath, 2008) Dr. D. Selcen Ö. Aykaç 30

31. • job definition • role
• interview • audition
• uniform • costume
• customer • guest
(Heath & Heath, 2008) Dr. D. Selcen Ö. Aykaç 31

32. • job definition • role
• interview • audition
• uniform • costume
• customer • guest
• being at work • being at stage
(Heath & Heath, 2008) Dr. D. Selcen Ö. Aykaç 32

33. Brand
Dr. D. Selcen Ö. Aykaç 33

34. two
approaches
Brand (ID) Brand (Experiential)
experience provider
identifier
name, logo, ad +
name, logo and events, sponsorships and
ad other contacts w/guest
prior to purchase experiences
awareness and image before, during & after
purchase & consumption
Schmitt Dr. D. Selcen Ö. Aykaç 34

35. CREATE Experiential
…
won’t happen on its own,
comes first, plan
followed by
features and benefits
experience
focus
details on consumption
get obsessed about them
situation,
not on product
find your
duck
Dr. D. Selcen Ö. Aykaç 35

36. Strategic
Experiential Modules
SENSE
FEEL
THINK
ACT
RELATE
(Schmitt, 1999) Dr. D. Selcen Ö. Aykaç 36

37. Strategic
Experiential Modules
SENSE
FEEL
THINK
ACT
RELATE
(Schmitt, 1999) Dr. D. Selcen Ö. Aykaç 37

38. Strategic
Experiential Modules
SENSE
FEEL
THINK
ACT
RELATE
(Schmitt, 1999) Dr. D. Selcen Ö. Aykaç 38

39. Strategic
Experiential Modules
SENSE
FEEL
THINK
ACT
RELATE
(Schmitt, 1999) Dr. D. Selcen Ö. Aykaç 39

40. Strategic
Experiential Modules
SENSE
FEEL
THINK
ACT
RELATE
(Schmitt, 1999) Dr. D. Selcen Ö. Aykaç 40

41. Brand Experience
Factors
SENSORY
EMOTIONAL
INTELLECTUAL
BEHAVIORAL
(Brakus, Schmitt & Zarantonello, 2009)
Dr. D. Selcen Ö. Aykaç 41

42. Thanks
Dr. D. Selcen Ö. Aykaç 42

43. “Experiential” works
• “Activating E-Bank Users: Exploring the Potential Impact of e-Atmospherics and
Experiential Marketing” case in Services Marketing: Concepts, Strategies and Cases, edited
by K. Douglas Hoffman, John E.G. Bateson, Emma H. Wood & Alexandra J. Kenyon, Cengage
Learning: London, UK, 2009. ISBN: 9781844808137.
• "Deneyimsel Pazarlama AVM’lerde! (Experiential Marketing in Shopping Malls),” AVM
Gazette, Vol. 6., 2009.
• “Activating E-Bank Users: Exploring the Potential Impact of e-Atmospherics and
Experiential Marketing” case in Consumer Behavior, edited by Jim Blythe, Cengage Learning:
London, UK, 2008. ISBN: 9781844803811.
• “Students’ Experiences in Business Schools,” 27th EuroCHRIE Annual Conference, October
22-24, 2009, Helsinki, Finland.
• “Türkiye’de e-Bankacılık: Tüketici Deneyimleri (Turkish e-Banking: Consumer Experiences),”
13. Ulusal Pazarlama Kongresi (13th National Marketing Congress), October 25-29, 2008,
Cappadocia, Turkey.
• ”Adopting the Experiential Values Propositions as E-atmospherics: An Illustration through
the Case of E-banking,” 15th International EIRASS Conference on recent advances in Retailing
and Services Science, EIRASS, July 14-17, 2008, Zagreb.
Dr. D. Selcen Ö. Aykaç http://www.selcen.org
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