sChapter 1

Experiential Marketing
What is it????-Experience = recall
Iconic = recall and experience
such as flying experience that make you feel impression
-More example= Chef’s table คุณไม่มีทางรู้วา่ คุณจะได้ กินอะไรโดยเชฟจะทำให้ เอง (Experience =
feeling)
-Mac book = ทำให้ คณ
ุ รู้สกึ อยากทำงานมากขึ ้น (Make you feel)
-Street food ที่เยาวราชทุกชอบกินมากโดนไม่คิดว่ามันจะ dirty or not
## Feeling make you remember and having experience ##

-Experiential Marketing is more than the marketing.

-Event marketing and engagement.
In term of experiential marketing
-New way of marketing strategy to create more engagement
-Beyond all elements of marketing
Which consists of 1. Core of marketing 2. Consumer insight 3. Medias
and tools 4. Campaign and strategies design
-Digital marketing is support more experiential marketing.
-Make it more than the marketing but it is…?
Experiential marketing definition
Is an entire channel of marketing that involves any face-to-face or offline
effort to raise brand awareness, create and nurture business opportunity and
develop long-term customer loyalty.

Point of experiential marketing

-Brand awareness -Knowledge -Brand recall -Engagement -Loyalty and viral

Experiential marketing along with five senses

1.Touch
-Ikea sleep testing (ได้ ทดลองกับการสัมผัสประสบการณ์ จริงๆ)
2. Hearing
-ASMR (การใช้ เสียง ASMR เพื่อดึงดูด)
3. Smelling
-KFC candle (กลิ่นเทียนหอมที่ทำมาจากกลิ่นไก่ )
4. Taste
-Cooking demonstration (ได้ ชิมรสชาติอาหาร)
5. Seeing
-Packaging marketing (first impression when saw)

Connecting and make relationship

-Authentic (Something that make you feel)
-Relating to deep insights of customer (Expectation)

Experiential Marketing: providing more than the traditional.

-Feeling -Amazing -Exciting -Others engagement feeling
-Come out of experience, event, activation

Thinks that needs to concern

-Artistic value -Environmental -CRM and CEM (Relationship and
Engagement) -How to lead the loyalty

Experiential marketing = Customer journey

Reminds
“Experiential marketing is not equal to the event marketing, but event
marketing is only one tool of experiential marketing”
“Experiential Marketing with emotional connection”
Starting of Experiential marketing
-Observe and gather inspiration
-Know your target
-Point the goal
-Value that you will provide
-Sense Engagement
-Unique experience
-Measurement and social listening

Chapter 2 Updating Marketing

Marketing Defined
-Build strong customer relationship in order to capture value from
customer in return (Expectation from the customer)

The Marketing Process

Understand customer needs&wantsDesign a customer valueConstruct the
IM programBuild profitable relationship&create customer delightCapture
value from customer to create profit.

The originate of marketing: Need, Want, Demand

Need
-State of felt deprivation(ถูกกีดกัน) including physical, social, and individual
needs.
-Physical: Food, clothing, shelter, safety
-Social: Belonging, affection
-Individual: Learning, knowledge, self-expression
Want
-Form that human need takes as shaped by culture and individual
personality.

Demand
-Want + Buying power

Customer’ need and wants are fulfilled through Market offers

-Market offersSome combination of products, services, information, or
experiences offered to a market to satisfy a need or want. (การรวมกันของผลิตภัณฑ์
บริการ ข้ อมูล หรือประสบการณ์ บางอย่ างที่เสนอให้ กับตลาดเพื่อตอบสนองความต้ องการ)
-Exchangein the act of obtaining a desired object from someone by
offering something in return. (ในการกระทำเพื่อให้ ได้ วัตถุท่ ตี ้ องการจากผู้อ่ นื โดยให้ ส่ งิ ตอบแทน)
-Marketis a set of actual and potential buyers of a product or service.
These buyers share a particular need or want that can be satisfied through
exchange relationship. (คือกลุ่มของผู้ซอื ้ สินค้ าหรือบริการที่มีอยู่จริงและที่มีศักยภาพ ผู้ซอื ้ เหล่ านีแ้ บ่ ง
ปั นความต้ องการเฉพาะหรือความต้ องการที่สามารถพึงพอใจผ่ านความสัมพันธ์ แลกเปลี่ยน)
-Value propositionSet of benefits or values a company promises to
deliver to customers to satisfy their needs. (ชุดสิทธิประโยชน์ หรือคุณค่ าที่บริษัทสัญญาว่ าจะ
ส่ งมอบให้ กับลูกค้ าเพื่อตอบสนองความต้ องการของพวกเขา)

The Marketing concept with Selling concept.

-Selling ConceptStarts with factory, focuses on the company’s existing
products and calls for heavy selling and promotion to obtain profitable sales
through.
-Marketing ConceptStarts with a well-defined market, focuses on
customer needs, integrates all marketing activities and yield profit by creating
long term relationship with customer based on customer value and
satisfaction.

Marketing strategy starting with 4Ps and 4Cs

-Product = Customer
-Price = Cost
-Place = convenience
-Promotion = Communication

Strategic planning
-The process of developing and maintaining a strategic fit between the
organization’s goals and capabilities and its changing marketing opportunities.
-Mission: A statement of organization’s purposewhat it wants to
accomplish in the larger environment.

Objectives and Goals

-Business ob: Build profitable customer relationship, invest in research
and improve profits
-Marketing ob: Increase market share, create local partnerships and
increase promotion.
Starting to analyze your company SBU with BCG matrix
1. Question Marks Low share, High growth
-Require a lot of cash to hold and increase their share

2. Stars high growth, High-share

-Need heavy investment to finance their rapid growth.

3. Cash cows Low growth, High share

-Need less investment

4. Dogs Low growth, low share

-Generate enough cash to maintain themselves.

Product/market expansion grid

-A tool for identifying company growth opportunities through market
penetration, market development, product development, or diversification.

1.Market Penetration
-Increase sales of current products to current market segments without
changing the product.(เพิ่มยอดขายของผลิตภัณฑ์ ปัจจุบันให้ กับกลุ่มตลาดปั จจุบันโดยไม่ ต้องเปลี่ยน
ผลิตภัณฑ์ )
-Through marketing mix improvements—product design, ads, pricing
and distribution efforts.(เพิ่มยอดขายโดยการเพิ่มการโฆษณา ลดราคา หรือแจกของแถม)

2. Market Development
-Identifying and developing new market segments for current company
products  New geographic markets (ขยายกิจการไปที่อ่ นื )
 New demographic markets (หาลูกค้ าใหม่ ๆ)

3.Product Development
-Offering modified or new products to current market segments
(ผลิตมาม่ าหลากหลายรสชาติ) (เพิ่มความหลากหลายในผลิตภันนัน้ ๆ)
4. Diversification
- Starting up or acquiring businesses outside the company’s current and
markets.

Marketing strategy
Create customer value and relationship.
Market segmentation
-Dividing a market into distinct(แตกต่ าง) group of buyers
-It is a group of customers who respond in a similar way to given set of
marketing efforts.

Market Targeting
-The process of evaluating each market segments attractiveness and
selecting one or more segments to enter.

Positioning
-Arranging of a product to occupy a clear, distinctive, and desirable place
relative to competing products in the minds of target customers. (จัดสินค้ าให้ โดด
เด่ นและชัดเจนเมื่อเปรียบเทียบกับคู่แข่ ง)

What is product?
- Anything that can be offered to market for attention, acquisition, use, or
consumption that might satisfy a need or want.
- Consumer product: Products or services bought by final consumers for
personal consumption. (ผู้บริโภคซือ้ และบริโภค)
- Convenience product: Consumer usually buy frequently immediately,
and with minimal comparison and buying effort. (ผู้บริโภคมักซือ้ บ่ อยๆ)
- Shopping product: in the process of selecting and purchase, usually
compare on such attributes as suitability, quality, price and style. (เปรียบ
เทียบคุณสมบัตเิ มื่อซือ้ )
 - Specialty product: Unique characteristics or brand identification for
which a signification group of buyers is willing to make a special
purchase effort. (สินค้ าชนิดพิเศษที่คนอยากซือ้ เป็ นพิเศษ)
- Unsought product: either does not know about or know about does not
normally consider buying. (ทัง้ ที่ร้ ูหรือไม่ ร้ ูก็ไม่ คิดจะซือ้ อยู่ดี)

Brand Development
-Line extension: Extending an existing brand name to new forms, colors,
sizes, ingredients or flavors of an existing product category. (เพิ่มผลิตภันหลายๆแบบ
หลายรสชาติ)
-Brand extension: Extending an existing brand name to new product
category. (ขยายไปยังหมวดหมู่ปลิตภันใหม่ )โทรศัพไปทีวี
-Multibrands: Companies often market many different brands in a given
product category. (เจ้ าของไส้ กรอก cp เพิ่มแบรน butcher เพิ่มขึน้ มาในการขายไส้ กรอก)
-New brand: A company might believe that the power of its existing brand
name is waning, so a new brand name is needed. (การตัง้ ชื่อแบรนใหม่ หรือตัง้ แบรนใหม่ )

Competitor based pricing

-Setting prices based on competitors’ strategies, costs, prices, and market
offerings. (การตัง้ ราคาตามกลยุทธ์ ของคู่แข่ ง ต้ นทุน ราคา และข้ อเสนอของตลาด)
-Consumer will base their judgements of a product’s value on the prices
that competitors charge for similar products. (เปรียบเทียบราคาจากคู่แข่ ง)

New-product Pricing Strategies

-Market-skimming strategy (Price skimming)Setting a high price for a new
product to skim maximum revenues layer by layer from the segments willing to
pay the high price; the company makes fewer but more profitable sales. (การตัง้
ราคาให้ สูงก่ อน)
-Market Penetration Pricing Setting a low price for a new product to
attract a large number of buyers and large market share. (การตัง้ ราคาให้ ต่ำเพื่อดึงดูด
ลูกค้ าให้ มาซือ้ เยอะๆ)

Retailing
-Retailinginclude all the activities involved in selling goods or services
directly to final consumers for their personal, non-business use.
-Types of retailers Can be classified in terms of several characteristics,
including; -The number of services they offer
- The breadth and depth of their product line
- The relative price they charge
- How they are organized

IMC
Promotion Mix: The specific blend of promotion tools that the company uses
to persuasively communicate customer value and build customer relationship.
Advertising: Any paid form of nonpersonal presentation and promotion of
ideas, goods, or services by an identified sponsor. (การโฆษณา)

Sales promotion: Short-term incentives to encourage the purchase or

sale of a product or service. (การลดราคาโดยโปรโมชั่น)

Personal Selling: Personal presentation by the sales force used to make

sales and build customer relationship. (การขายตรง)

Public Relations: Building good relations with the company’s public

through favorable publicity, a good corporate image, and effective handling of
unfavorable news. (การสร้ างความสัมพันที่ดี)

Direct and Digital Marketing: Engaging directly with carefully targeted

individual consumers and customer communities to both obtain an immediate
response and build lasting customer relationship. (มีส่วนร่ วมโดยตรงกับลูกค้ า)
Chapter 3 Consumer behavior

Consumer buyer behavior

-The buying behavior of final consumers-individual and
households they buy goods and services for personal consumption.
-Consumer market: All individuals and households that buy or
acquire goods and services for personal consumption.

Cultural factors
-Culture The set of basic values, perspective and behavior learned by
member of society from family and other important institute.
-Subculture A group of people with shared value systems based on
common life experience and situation. Subculture include nationalities,
religions, geographic regions. (ย่ อยลงมาเป็ นพวก เชื่อชาติ ศาสนา)
-Social ClassRelatively permanent and ordered divisions in society
whose members share similar values, interest, and behavior.
Social class is measured as combination of occupation, income,
education, wealth and other variables. (ชนชัน้ ทางสังคม)

Social factors
-GroupTwo or more people who interact to accomplish individual or
mutual goals.
-Reference GroupServe as direct(face-to-face) or indirect point of
comparison or reference in forming a person’s attitudes or behavior for
example, friends, family, Co-workers, Famous People.
-Role and Status
#Online Social Networks
 -Online social communitiesblogs, online social media, brand
communities, and other online forums- where people socialize or
exchange information and opinions
-Influencer marketingEnlisting established influencers or creating
new influencers to spread the word about a company’s brands
Share experience, like to share their opinion.

Personal Factor
#Age&Life Cycle stage
-People change the goods and services they buy over their life-time.
-Tastes in food, clothes, furniture, and recreation are often age related.
-Occupation (อาชีพ)A person’s occupation affects the goods and
services bought. Blue-collar workers tend to buy more rugged work
cloths, whereas executive tend to buy more business suits.

#Persoanlity and Self-concept

-The unique psychological characteristics that distinguish a person or
group. (ลักษณะเฉพาะ)
-Personality is usually described in terms of traits such as self-
confidence, dominance, sociability, autonomy, defensiveness, adaptability, and
aggressiveness.

Psychological factor
-Motive (or Drive)is a need that is sufficiently pressing to direct the
person to seek satisfaction of the need.

-PerceptionThe process by which people select, organize and interpret

information to form a meaningful picture of the world.

-LearningChanges in an individual’s arising from experience.

-BeliefA descriptive thought that person holds about something

-AttitudeA person’s consistently favorable or unfavorable evaluations,
feelings, and tendencies toward an object or idea.
Buying Decision Process
NeedSearchEvaluationPurchase decisionPost purchase
1.Need Recognition (เริ่มจากความต้ องการของบุคคล โดยอิงจากภายนอกและภายในต้ องการจาก
ความต้ องการตัวเองหรือว่ าภายนแกจากการโฆษณา)
First stage of buyer need
-Internal factorThe person’s normal needs (Hungry)คนเราต้ องการเอง
-External factorAdvertising
2.Information search (หลังจากที่ต้องการแล้ วก็ต้องหาข้ อมูลของสินค้ านัน้ ๆ)
Consumer motivated to search for more infor
3.Evaluation of Alternative (หลังจากนัน้ ก็ต้องดูว่าสิ่งที่เราเลือกนัน้ คุ้มค่ าและดีหรือไม่ )
Evaluate alternatives brands in the choice set.
Consider several attributes, each with different importance.
4.Purchase Decision (หลังจากเลือกได้ แล้ วว่ าอันไหนดีก็ตัดสินใจที่จะซือ้ )
Which brand to purchase
Attitude of others: Family, friends
Unexpected facter: No money, new promotion.
5.Post-purchase behavior (หลังจาดซือ้ สินค้ านัน้ มาลูกค้ าเกิดความพึงพอใจขนาดไหน)
Disappointment, Satisfaction and delight ‘

The buyer decision Process for new products.

New productA good, service o idea that is perceived by some potential
customers as new.
Adoption processesThe mental process through which an individual passes
from first hearing about an innovation to final adoption.

Consumer insights
#Insights is not seeing, more about how you feel
 - It is the reason that makes people engage & do on a particular activity
- It is not about “WHAT” but it is about “WHY”
So insight based on deep understanding of target group.
A good insight, has a clear tension in it, is an unmet need, is an exploratory not
descriptive.

Brand relationship drivers

-IdentificationThey identified with the brand (กำหนดว่ าใครใช้ pc or Mac)
-HelpfulThe brand helped them or solved a problem (เครื่องกองกาศ มันช่ วยเหลือ
คนในด้ านความปลอดภัย)
-MeaningThe brand had specific meaning to them (มีความหมายโดดเด่ น)
-InspiringThe felt better about themselves when they used the brand. (ทำให้
มั่นใจในแบรนนัน้ เพราะชื่อเสียงอยู่แล้ ว)
3 Keys areas of consumer insights
-Consumers
-Market
-Consumers decision journey

Insight of consumer decision journey

AwarenessConsiderationActionAdvocacy
Awareness (Familiarity)
- People can made aware of your brand (จดจำ)
- Based on communication message, word of mouth.
Consideration (Involvement)

- People for or look at information about product/service

Action (Help me decide)

- Moment that people decide to buy a product/service.

Advocacy (Sharing stories and experience)
 - People would remain staying or leaving the brand community (ตัดสินใจว่ า
จะอยู่ต่อหรือไป)

Brand & Online campaign Monitoring

What to monitor?

- Brand name
- Any variation of your brand name
- Category generics
- Competitor brands

Audience persona
- The fictional, generalized representation of your ideal customer
- Content marketingcreate to attract your avatar
- Social MediaWhat are medias that your avatar spending?
- Search MarketingWhat are keywords that they are searching?

What to include in your customer avatar?

- Goal and valueWhat they want to achieve?
- Source of informationThe media reference for the information
- DemographicsTheir profile
- Challenges and pain pointWhat is their problem?
- Objectionswhy they not buy your product?

After design, the Avatar

- Characteristic identification
- Avatar’s timeline
- Experiences which proper to Avartar
- Planning for experiential marketing strategies to reach to the Avatar.

Chapter 4 Anatomy of an experiential

-The analysis of the successful events for the experiential marketing
-These pillars are the essential building blocks of successful experiential
program
-All work together to optimize engagement and will allow you to achieve the
brand-building, value-creating, clutter-breaking power of experiential
marketing.
11 pillars consist of 1. Remarkable 2. Shareable 3.Memorable 4.Measurable
5.Relatable 6.Personal 7.Targetable 8.Connectable 9.Flexible 10.Engageable
11.Believable

1. Remarkable
- Make it outstanding to let customer know that this product is you.
- Interest, visible and let them stop to do something with your touch
point.
- ExampleInteractive Display (ให้ คนมาเล่ นกับหน้ าจอเพื่อให้ ลูกค้ ามีส่วนร่ วมและสนุก)
2. Shareable
- Something special that compels people to share with others
- Destination of shareable “Viral Reach” (Buzz marketing) and
“Engagement”
- Creating memorable moments and content worth capturing and sharing
across digital channels
- Most using social media and social trend to drive campaign.
Type pf reach Make it viral
Pay for Facebook
Organic Reach Paid Reach Viral Reach
Valuable Content get attention Social Medias tools Viral impact to others

Importance of Social Amplification

1.Pre-event social media: Create Awareness, drive attendance
and Provide Information. (Share and show me)

2.During Event Social Media: Photo and Content Sharing,

Promote special event and activities for engagement. (Make them to
share) (ใช้ พริตตีม้ าเป็ นสิ่งเรียกร้ องความสนใจ)

3.Post-Event Social Media: Relive Highlights, Leverage

Influencers, Summarize Content.
 3. MemorableMake them Impressive, make them to remember,
serve a drink to make them remember.
-Surprise and delight that you want customer to remember and share.
Example Test driving activities(เพื่อให้ ลูกดค้ าลูกสึกชอบและอยากมาซือ้ รถ)

4.Measurable See how people thinking, they feel good or bad and
How manty people see your campaign.

5.RelatableSomething that they have or need.

-Experience have to relate to the people having them in
order for them to be memorable and shareable.
-They have to align with the wants, needs, desires, and
aspiration of the target audiences.
-The combination of audience’s avatar, consumers insight
and engagement concept.

6.Personal
Shape to people that you target or not.

7.Targetable
- Experience have evolved from attracting huge crowds to engaging with
specific target group who self- select their participation.
-Target to the “High Quality” target group.
-Can build more engagement and make your campaign to be success.
Example Red bull with Caravans to the colledge.
 รถไอติมไมโลไปตามโรงเรียนตอนเด็ก

8.Connectable
-need something connect between you and company
 Company and company
-network.
9.Flexible
-Pop-up plan, always have plan B
10.Engageable
-They do something with you.
-Must be interactive.

11. Believable
- Brand and product story
-The experience must emanate from the brand heritage or brand story
-Design the brand story and brand promise.
-Brand history, brand inspiration, business inspiration and new
competitive advantages.
Example Apple story always inspire.

Chapter 5 Exper Mar Strategy Design

=Planning+Design+Analysis
The needs for strategy
-Strategy must be preceding any planned activities if it is to be
considered of importance to those involved, participating or attending.
-What is the best thing for targets
-The nature of strategy is just only the basic concept “Understanding”

Analysis for the strategy

-Components to analyze Learn from the past (Past experience)
 -Your brand, products, services (Based on insight)
-Consumer (Base on social listening and insight)
-External environmentsTrends

Five ways to improve the target’s experiences

1.Identify the experience you wish your targets to have before.
2.Conduct the research to discover the past experience of your targets.
3.Conduct a focus panel how you bring past experience to the new.
4.Script the experience as though you are writing a play.
5.provide a post exper

Experience- Always a new gag

Your brand, product, services analysis
-Strenght and weakness -Competitive Advantage
-Brand and Products Positioning -Brand value
-Services and CRM ==ExampleHuawei ซูมได้ ถงึ พระจันทร์
Competitive Advantage
Case: Burn ads ExperienceBurger King โฆษณาเบอร์ เก้ อถ้ าถ่ ายไว้ ก้จะได้ ฟรีเบอร์ เก้ อ
Starbuck: ให้ ชิมฟรีเพื่อให้ คนอยากกินละมาซือ้

Strategic selection should concern

Environment, Resource and capability, Customers’ expectation and Cost and
income or awareness statistic
Example: Tiktok trend Live ถ้ าคุนมีผ้ ูตดิ ตามครบ 1000 คนสามารถ live ได้
Arena Experience for E-sport

Plan and design experiential marketing strategy

-Define your goals (Expectation)
-Know your audience
-Don’t try to this alone
-Think outside the box
-Take advantage of social media
-Set up ways to measure effectiveness
-Stay flexible
-Consider multiple events as part of your campaign

1.Define your goals along with Marketing objectives

-Awareness
-Brand value
-Products and Services Educate
-Sale Volume
-Reminds
Ex. Know your audience  Mk ทำที่สำหรับคนอยากกินคนเดียว

2.Don’t try to do this alone

Sometime that we need some professional to help
- Outsourcing
-Event Organizer
-Customer’s touch point (Sale staff, Call center)

3.Think outside the box

Think something new that no one ever do before.
-popup store -buffet -premium product -limited produce
-Unique appeal to consumers something people will respond to because
they haven’t seen anything like that before (คนไม่ เคยเห็นในสิ่งที่เราทำแบบใหม่ ๆที่เราคิด
นอกกรอบออกมา)

4.Take advantage of social media

-Live feature
 -Interactive
-Hashtag’s creation
-Special Campaign on social media

5.Set up ways to measure effectiveness

-Customer feedback before, during and after campaign
-Survey result measuring changes in consumer perception of the brand.
 For the past experience.

6.Stay flexible(and have fun)

Have to thinking of the time because problem can happened
any time
-Pop-Up plan
-Real time marketing
-Attendees’ interaction
-Entertainment’s Experience
 Burker King เปิ ดตัว Pie สามชิน้ ใหม่

7.Consider multiple events as part of your campaign

-Look for opportunities to extend your experiential marketing campaign
to a series of events, rather than just one.
 Synergy

Strategy for connection (Engagement)

Emotional Connection= used to elicit (call out) and emotional response
from the target
Educational Connections=The use of information as the primary connection
driver by teaching about brand, products or services (Connect with
information)
Surprise and Delight Connections=surprising someone as a catalyst for
connection with them.
Intercept Connections=Place and Traffic Management (Crowed
management)
Influencer Connection=Use celebrity to share their experience to someone
Trial Connections= Sample/Trial of a product to engage and drive a
connection
Incentive Connections=Online discount coupon, sales promotion campaign
Movement Connections=Using charities, causes, and collective community
effort to make a connection.

Current: Exchange for experiences

Trial Currency=target require to try a product or services as an experience.
Information Currency= Require customer to fill the information that
company will gain access.
Behavioral Currency= Experience access for participation in a brand specific
activity.
Intent Currency= ยิงแอดโดยตรง target who say they are interested in buying a
product
Social currency= Social media posting, shares and mentions.
Admission Currency= The traditional act of charging admission for
experience.
Transaction Currency= Rewards customers who make a purchase with an
experience.

Conversion (Expectation)
Sales Conversion= The use of live experience to convert somebody into a
buyer and generate sales of a product or service.(ถ้ าซือ้ ตอนนีก้ จ็ ะได้ รับส่ วนลด)
Pipeline Conversion= Effectively using experiential marketing for the
purpose of demand-generation.
Influencer Conversion= Brand experiences designed to connect with a small
group of targets who will share that experience with others (Viral)
Mention Conversion= Using experience to communicate with and impact
press/media and social media.
Retention Conversion= Using experience for the purpose of maintaining an
ongoing dialog and relationship with current customers and stimulate future
repeat purchases (Royalty customer)
Awareness Conversion= The use of brand experiences to drive pure
awareness for a product, service, brand or marketing message (not expect
about the sales)
Human Capital Conversion= Using brand experiences to engage, inform, and
communicate with employees or stakeholders.
For strategy of connection
-Emotion Link with feeling (Make they feel something)
-Educational Workshop educate=connect with the information
-SurpriseUse something that make them feel surprise
-InterceptGather everyone to see to create
-Influencer Invite Youtuber to visit your event to film the video
-Trial Let them try= Test driving
-IncentiveBargaining= Let them feel that it is worth to visit
-Movement Positive feeling to society, Charity

Currency
-Trial Come and try if you want an experience= Want electric car
just come and try
-Information Fill the information and we will contact you to do the
activity
-BehavioralLet them do the activities=Dance in front of my booth,
you will get free product.
-Intent Offer if you want to buy, they will show you something you
are interest to buy
-Social Take a photo and share on the social media to get free
product
-Admission Pay first (Rare item, Limited item)
-Transaction If you buy more than 1000 baht you will get reward.
Convertion
-Sale If you buy more you will get discount
-Pipeline Increase your demand expect them to call back
-Influencer Expect influencer to interest the experience to others.
Not customers.
-Mention Let them press to see (Create an event and invite BNK48
to join)
-Retention Use experience to maintain relationship
-Awareness Let people know about you
-Human capitalengage a stakeholders

Buying decision
1. Need recognition
2. Information Search
3. Evaluation Alternative
4. Purchase decision
5. Post purchase Behavioral

11 pillars
1.Remarkable
2,Shareable
3.Mwemorable
4.Measureable
5.Relateable
6.personal
7.Targetable
8.Conectable
9.Flexible
10.Engageable
11.Believable