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Exhibition and Experiential Marketing Application + 1 Video All data from public. Just for acedmic propose
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CHANEL
Theme 1The origins of the legendary
ORIGIN
Theme 2The free pursuit of
LIBERTY
Theme 3The abstract essence of
ABSTRACTION
Theme 4The illusion of inspiration
IMAGINARY
Theme 5The hidden luxury
INVISIBILITY
Charlotte. Lee 28/05/2013
CHANEL
Q1. Analyse Culture Chanel based on experiential marketing approach?
AgendaCULTURE CHANEL Exhibition
6 of 21CHANEL
Experiential MarketingConcept and Objective
Objective of Marketing CommunicationObjective of Marketing Communication
•Expect to affect the mindaffect the mind of the target audience before purchasing
•Generate awareness, attitudes, interest or trial door … etc.
Experiential MarketingExperiential Marketing
•Customer experience through engagement and
interaction with brands in sensory ways
•Difference from traditional marketing which
tells customer about product features
7 of 20CHANEL
Experiential MarketingMulti sensory Experience
Vision (Sight)Vision (Sight)•Museum •Interior Design & Space Design•Exhibits Display
Haptic (Touch)Haptic (Touch)•Interactive Room : Touch screen table
Audition (Sound)Audition (Sound)•Project Room: Video for Perfume No. 5 Ads
8 of 20CHANEL
Experiential MarketingNetnography - Cognitive and Emotion Processing
Cognitive ProcessingCognitive Processing
•Described the Coco Chanel design inspiration
•Summarized each themes and how the brand developed
•Photos to show relationship between artists and exhibits
Emotion ProcessingEmotion Processing
•Share exhibition experience and posted the photos of exhibits
•Describes “impressed” “surprising” “likes”, “enjoy”, “amusing”