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.

1. Experiential Marketing Heuristics
TIM SALAZAR LUCIANO JOHNSON
Wednesday, March 11, 2009

2. What is experiential
marketing?
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3. Wednesday, March 11, 2009

4. Traditional marketing:
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5. Traditional marketing:
product focused
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6. Traditional marketing:
product focused
features & benefits
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7. Traditional marketing:
product focused
features & benefits
promise making
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8. Traditional marketing:
product focused
features & benefits
promise making
focuses on rational
and logical
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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. FROM PASSIVE CONSUMPTION TO ACTIVE PARTICIPATION
Text
Text
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12. A BRAND IS
A PERSON’S
GUT FEELING
ABOUT A
PRODUCT,
SERVICE,
OR COMPANY.
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16. 75% market share
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17. 75% market share
can use it at the store
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18. 75% market share
can use it at the store
no outright promise
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19. focused on consumer
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20. it’s not if you get
this ipod you will
be cool, but rather
you are getting
this because you
are cool
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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
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22. Professor Bernd Schmitt
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23. SEMs or ‘strategic experience modules’
SENSE
THINK
FEEL
RELATE
ACT
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24. SENSE
iphones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent
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25. FEEL
Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States
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26. THINK
Apple Computer's revival, Genesis ElderCare, and Siemens
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27. ACT
Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living
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28. RELATE
Harley-Davidson, Tommy Hilfiger, and Wonderbra
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30. What are heuristics?
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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).
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32. At its root, the general principle of
heuristics is as a tool for comparison.
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33. rules of thumb
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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.
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35. WHY?
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36. What are our experiential
marketing heuristics?
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37. the goal is perpetual interaction
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38. SENSE
Visual and verbal information should be
integrated using appropriate design elements
that reflect the brand.
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39. Wednesday, March 11, 2009

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).
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42. THINK
The experience should provide surprise, delight
and provocation that stays with the users in
their daily lives.
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44. ACT
Ample opportunity for self-actualization and
participation with the brand should be provided
in the experience.
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47. RELATE
The brand and experience should promote a
community of participation and loose
conversation amongst other site visitors.
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52. Experiential Marketing Heuristics
TIM SALAZAR LUCIANO JOHNSON
Wednesday, March 11, 2009

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