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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
TIM SALAZAR LUCIANO JOHNSON
Wednesday, March 11, 2009
What is experiential marketing?
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Traditional marketing:
Wednesday, March 11, 2009
Traditional marketing:
product focused
Wednesday, March 11, 2009
Traditional marketing:
features & benefits
product focused
Wednesday, March 11, 2009
Traditional marketing:
features & benefits
promise making
product focused
Wednesday, March 11, 2009
Traditional marketing:
features & benefits
promise making
product focused
focuses on rational and logical
Wednesday, March 11, 2009
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
TextText
FROM PASSIVE CONSUMPTION TO ACTIVE PARTICIPATION
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A BRAND IS A PERSON’SGUT FEELINGABOUT APRODUCT,SERVICE, OR COMPANY.
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75% market share
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75% market share
can use it at the store
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75% market share
can use it at the store
no outright promise
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focused on consumer
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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
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Professor Bernd Schmitt
Wednesday, March 11, 2009
SEMs or ‘strategic experience modules’
SENSE
FEEL THINK
ACT RELATE
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SENSE
iphones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent
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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
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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).
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At its root, the general principle of heuristics is as a tool for comparison.
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rules of thumb
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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.
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WHY?
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What are our experiential marketing heuristics?
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the goal is perpetual interaction
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Visual and verbal information should be integrated using appropriate design elements that reflect the brand.
SENSE
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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
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The experience should provide surprise, delight and provocation that stays with the users in their daily lives.
THINK
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Ample opportunity for self-actualization and participation with the brand should be provided in the experience.
ACT
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The brand and experience should promote a community of participation and loose conversation amongst other site visitors.
RELATE
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Experiential Marketing Heuristics
TIM SALAZAR LUCIANO JOHNSON
Wednesday, March 11, 2009
Thanks! Questions?TIM SALAZARtim.salazar@gmail.com
LUCIANO JOHNSONlucianojohnson@gmail.com
Wednesday, March 11, 2009
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