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.

Text of Experiential Marketing Heuristics

  • 1. Experiential Marketing Heuristics TIM SALAZAR LUCIANO JOHNSONWednesday, March 11, 2009

2. What is experientialmarketing? Wednesday, March 11, 2009 3. Wednesday, March 11, 2009 4. Traditional marketing: Wednesday, March 11, 2009 5. Traditional marketing: product focused Wednesday, March 11, 2009 6. Traditional marketing: product focused features & benets Wednesday, March 11, 2009 7. Traditional marketing: product focused features & benets promise making Wednesday, March 11, 2009 8. Traditional marketing: product focused features & benets promise makingfocuses on rationaland logical Wednesday, March 11, 2009 9. Wednesday, March 11, 2009 10. We live in a world where the little things really domatter. Each encounter no matter how brief is amicro interaction which makes a deposit orwithdrawal from our rational and emotionalsubconscious. The sum of these interactions andencounters adds up to how we feel about aparticular product, brand or service. Little things.Feelings. They inuence our everyday behaviorsmore than we realize.David ArmanoWednesday, March 11, 2009 11. FROM PASSIVE CONSUMPTION TO ACTIVE PARTICIPATIONText Text Wednesday, March 11, 2009 12. A BRAND IS A PERSONS GUT FEELING ABOUT A PRODUCT, SERVICE, OR COMPANY. Wednesday, March 11, 2009 13. Wednesday, March 11, 2009 14. Wednesday, March 11, 2009 15. Wednesday, March 11, 2009 16. 75% market share Wednesday, March 11, 2009 17. 75% market share can use it at the store Wednesday, March 11, 2009 18. 75% market share can use it at the store no outright promise Wednesday, March 11, 2009 19. focused on consumer Wednesday, March 11, 2009 20. its 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. its not if you get this ipod you will be cool, but rather you are getting this because you are coolpyschological, emotional and sensoryWednesday, March 11, 2009 22. Professor Bernd SchmittWednesday, March 11, 2009 23. SEMs or strategic experience modules SENSETHINK FEEL RELATEACT Wednesday, March 11, 2009 24. SENSEiphones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent Wednesday, March 11, 2009 25. FEELHallmark, Campbell's Soup, and Hagen Dazs Cafs in Asia, Europe, and the United States Wednesday, March 11, 2009 26. THINK Apple Computer's revival, Genesis ElderCare, and Siemens Wednesday, March 11, 2009 27. ACTGillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living Wednesday, March 11, 2009 28. RELATE Harley-Davidson, Tommy Hilger, and Wonderbra Wednesday, March 11, 2009 29. Wednesday, March 11, 2009 30. What are heuristics? Wednesday, March 11, 2009 31. Heuristics, a term derived from the ancientGreek wordheuriskeinmeaning quot;to nd awayquot;, andfrom which we get Archimedes'eureka', is generally associated withcognitive psychology and human computerinteraction (HCI). Wednesday, March 11, 2009 32. At its root, the general principle of heuristics is as a tool for comparison. Wednesday, March 11, 2009 33. rules of thumb Wednesday, March 11, 2009 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 exibility and efciency of use. 8. Use aesthetic and minimalist design concepts. 9. Help users recognize, diagnose, and recover from errors.Wednesday, March 11, 2009 35. WHY?Wednesday, March 11, 2009 36. What are our experiential marketing heuristics? Wednesday, March 11, 2009 37. the goal is perpetual interaction Wednesday, March 11, 2009 38. SENSE Visual and verbal information should beintegrated using appropriate design elementsthat reect the brand. Wednesday, March 11, 2009 39. Wednesday, March 11, 2009 40. FEELSensory elements should project the brandidentity in a way that allows a user to feel like apart of the brand, by accentuating positive self-image (through brand-image). Wednesday, March 11, 2009 41. Wednesday, March 11, 2009 42. THINK The experience should provide surprise, delightand provocation that stays with the users intheir daily lives. Wednesday, March 11, 2009 43. Wednesday, March 11, 2009 44. ACT Ample opportunity for self-actualization andparticipation with the brand should be providedin the experience. Wednesday, March 11, 2009 45. Wednesday, March 11, 2009 46. Wednesday, March 11, 2009 47. RELATE The brand and experience should promote acommunity of participation and looseconversation amongst other site visitors. Wednesday, March 11, 2009 48. Wednesday, March 11, 2009 49. Wednesday, March 11, 2009 50. Wednesday, March 11, 2009 51. Wednesday, March 11, 2009 52. Experiential Marketing HeuristicsTIM SALAZARLUCIANO JOHNSONWednesday, March 11, 2009 53. Thanks! Questions? TIM SALAZAR tim.salazar@gmail.com LUCIANO JOHNSONlucianojohnson@gmail.com Wednesday, March 11, 2009