Selling to the customer experience
At the height of information technology and entertainment culture, a new era of marketing.Faced with this change, Bernd Schmitt, a recognized expert in strategic marketing, corporate identity and brand today, said in his seminar at ExpoManagement such as experiential marketing differs from traditional marketing, based on the features and characteristics of products, and from a new approach, can generate loyal customers and profitable companies. The central aspect of experiential marketing is the creation of a brand. Advertising agencies and the sites are increasingly using this concept. This has to do with generating the right experience for the customer with respect to perception, feeling, thought, action and relationship marketing expert assured. Schmitt cited abundant visual examples of experiential marketing campaigns successfully: Absolut Vodka, the Volkswagen Beetle, Singapore Airlines and the iMac, Apple, were some of these cases.Vodka, for example, is a ''commodity''. It is difficult to understand the differences between each other. However, there are huge differences in prices. Absolut, the difference comes from communication. They always use the bottle in the center of propaganda, associating it with first-line designers like Tom Ford, Gucci. Other tastes led to the market. His original campaigns and light became objects of collection, illustrated the expert, not to mention that all this is translated into concrete results, such as a 60% stake in Absolut vodka imported from the United States. As well as in the case of the Beetle, a car that has already become a cultural icon for the new generations, the communication of these products has not been centralized in their features and functionalities. But managed to create a rich experience for the consumer. Traditional marketing versus traditional marketing experiential marketing, which applies for more than 40 years, focuses ... [In] focus on the features and benefits, and [n] the functionality and performance of the product, [in] the precise definition of product categories and competition; [at] consider customers as rational decision makers; [at] analytical methods, quantitative and verbal.Schmitt, however, has not devalued the contributions of traditional marketing: strategic concepts, tactics and methodology. Anyway, in today''s world, most products are equal.We are living in the experience economy. We need a different marketing, less rational and more emotional. The methodologies are eclectic and far more visual images, not just verbal. In experiential marketing, you need to think about the situation of consumption and socio-cultural context surrounding, not the product isolated summarized. The guru also explained the concept of experience providers. Thus, he calls the different media such as websites, people, communications, environments, ie, the corporate identity that conveys experiences. Columbia professor took the opportunity to tell the story of the ever-present rubber duck in the accompanying interviews and conferences and has its origins in a Hong Kong hotel. There are good luxury hotels, but they are all equal. In the bathroom of the hotel where I stayed, I found this duck. Later I learned that guests tend to take them because they are attractive. Thus, comment on it with your family and friends, as it is unusual. Definitely, it''s free publicity, which differentiates them and does not generate a cost greater than $ 0.01, he said. The five modules were also strategic experience aboados Schmitt: see, feel, think, act and relate to. These are the foundations of experiential marketing. Each of these modules has specific principles and structures, which can cause different responses and apply once the perception of the product through advertising until the time of purchase and consumption. One could also generate a holistic experience combining the different modules. Experience for every taste perception, for example, is of primary elements and styles. Godiva, a luxury chocolate maker, can create experiences from his name, to the attractive design of facilities and individual packages.The feeling has to do with moods and emotions. You can also use an experience related to thinking, as is the case of aggressive advertising and full content of Benetton. But everything has a limit, and the thought can turn against you, Schmitt warned, noting the negative reaction caused by some of the Italian brand advertising. The module on the act refers to the interaction and lifestyle. A good example is Nike, which fosters a shopping experience driven by performance. In the case of related factors, the experience referred to belong to groups, ie, social identity and shared experiences. Schmitt either forgot to mention a few strategic issues that must be resolved in time to create experiences.Choose the appropriate intensity of each of these modules is an extremely important factor. If you exaggerate the sensations, it may not please the customers. This can lead to mistrust, he said. The marketing expert concluded his lecture by referring to the need for organizations to more targeted experience. Many offices are functional, but are not a good working environment for employees. We need a culture more ''Dionysian'', which privileges the experience, innovation and entertainment, he said.