By Bernd H. Schmitt
ISBN-10: 0684854236
ISBN-13: 9780684854236
Conventional ways to advertising are out of contact with present day fast paced multimedia setting. now not is it adequate to pitch the good points and merits of a product. shoppers now take practical caliber and a favorable model photo as a given, says Bernd Schmitt. What they wish are items, communications, and advertising campaigns that arouse the senses, contact their hearts, and stimulate their minds. Responding to the public's wishes, experiential sellers don't promote mere items. as an alternative, they search, via packaging and ads, to create a holistic adventure to which buyers can relate. during this method, Schmitt explains, sellers can remodel a services or products from a one-time buy to a regular a part of the consumer's existence. Incorporating the most recent findings from psychology, cognitive technological know-how, sociology, and evolutionary biology, EXPERIENTIAL advertising and marketing is vital examining for managers at each point who are looking to create, construct or revitalise a model or corporation.
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Additional resources for Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate
Example text
ABC ad dismissing rational appeals Scientists say we use 10% of our brain. that’s way to much. As we enter the new century, companies have reengineered themselves and defined their core competencies, and they are now ready to capitalize on their newly acquired strengths and leverage their assets. The focus is on growth, revival, and expansion. Companies want to capitalize on the opportunities provided by the information revolution. 12 “Welcome to the Experience Economy,” write B. Joseph Pine II and James H.
We only need to look at how phenomenally voice recognition software has developed in order to see this new path. The keyboard as we now know it will likely disappear within a few years. You will be working with a considerably smaller device that will likely integrate a mobile phone and a voice-operated computer with access to anyone and anything anywhere, at low cost. Just think of what the Palm III (not to mention the Palm V and the Palm VII) can already do. They can exchange business cards via infrared ports and browse the web.
Is this the right way to generate or test new product ideas? TRADITIONAL MARKETING IS F&B MARKETING After considering the essential features of traditional marketing, let us briefly consider the interrelations among them. Traditional marketing is first and foremost functional features-and-benefits (F&B) marketing. Everything else follows from there. That is, all of the above characteristics of traditional marketing (the narrow definition of categories and competition; the rational information-processing view of the consumer; the verbal-analytical tools) may be traced back to one fundamental assumption: for marketing purposes, products can and should be described in terms of functional features and benefits.
Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate by Bernd H. Schmitt
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