EXPERIENTIAL

MARKETING

S. SUPRIYANTO
 PENDAHULUAN
2

Hirschman and Holbrook (1982)

konsep produk dikategorikan kedalam dua hal yaitu
utilitarian (ekstrinsik) : keyakinan terhadap citra
produk memberikan nilai konsumtif kepada
konsumen
esthetic (intrinsik) : berkaitan dengan hubungan
emosional produk dengan kebutuhan konsumen
Bernard Schmitt (2001)
Memisahkan secara total konsep traditional dan
experiential marketing
Traditional marketing has made
important contributions...

© 2002 presented by Bernd Shmitt at the Marketing Science Institute’s Conference on A Hard and a Soft Look at
Strategic concepts
Segmentation, targeting, positioning
Tactical concepts
The four P’s, & P’s
Methodologies
Choice models, conjoint analyses,
perceptual maps

Building Strong Brands on March 14 – 15, 2002.

…but its focus is on F&B...
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Ex M3ar
  Tradisional M Experiential M
Fokus Bentuk dan Pengalaman pe
Manfaat (Feature langgan (Custo
and benefit) mer Experience)
Cara pandang Basis kategori pro Mencari makna
terhadap duk, makna sempit sambil mengkon
produk sumsi/ makna luas
Ca pandang ter Pertimbangan Pertimbangan
hadap rasional saat akan rasional(10%) dan
konsumen membeli emosional (90%):
(Keputusan) membangun Rela
sional, Physical
and spiritual
Metode yang di Analisis kuantitaif, Interaksi personil
gunakan verbal, regression (secara holistik
model, peta (SEMs: Strategic
4
position ing, exp Mod) modul/
 KONSEP SCHMIDT

• SENSE strategic
• FEEL
• THINK
experience
• ACT modules
• RELATE (SEMs)
•
•
Communications
Product presence experience
• Co-branding
• Spatial environments Producers
•
•
Web sites
People (ExProd)
5
 The
Experiential Grid

p
Ex M6ar
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er keti
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© 2002 presented by Bernd Shmitt at the Marketing Science Institute’s Conference on A Hard and a Soft Look at
ie ng

Building Strong Brands on March 14 – 15, 2002.

 Strategic EM Modul (general)

SENSE
FEEL
THIN
ACT
K
RELATE

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· Layani setiap pelanggan dengan peduli,
tetapi tidak perlu sama
· Pelanggan tidak selalu berpikir rasional,
tetapi juga emosional
 KEY CONCEPTS
Experiential
Marketing

Customer experience
Methods are Focus
eclectic on
consumption
rational
Customers are
and emotional animals
pengalaman pelanggan
Fokus pada konsumsi
metode yang eklektik (kontektual)
Pelanggan yang rasional? Dan sekaligus hewan emosional
 Communications Visual/verbal identity

People
Product presence
Experience
Providers (ExPro’s)
Web Sites
Co-branding
Environment
 The complete EM model

© 2002 presented by Bernd Shmitt at the Marketing Science Institute’s Conference on A Hard and a Soft Look at
value existing customers new customers
to the
organization • retention • desired segment
word of mouth
• premium pricing • lower acquisition costs
• cross-selling

customer
experience
brand customer continuous
experience interface innovation

Building Strong Brands on March 14 – 15, 2002.

internal
resources
product experiential HR for experiential corporate
design marketing EX technology creativity ntialg
ie n
p er keti
Ex M11
ar
Experiential Response Levels

© 2002 presented by Bernd Shmitt at the Marketing Science Institute’s Conference on A Hard and a Soft Look at
Hard-wired Acquired

SENSE Styles, themes,

Primary elements overall impressions

FEEL Moods and Complex emotions

primary emotions

THINK Convergent thinking Divergent thinking

Building Strong Brands on March 14 – 15, 2002.

Body and Lifestyles
ACT motor reactions

RELATE Kin relations Group relations

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SENSE

© 2002 presented by Bernd Shmitt at the Marketing Science Institute’s Conference on A Hard and a Soft Look at
Primary Verbal and visual
Elements Symbols
and and

Styles Themes

Building Strong Brands on March 14 – 15, 2002.

Overall impressions
INDERA KITA(7P’s);
Health Care
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Ex M13
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This framework is based on: Schmitt and Simonson, “Marketing Aesthetics,” The Free Press, 1997.
FEEL

© 2002 presented by Bernd Shmitt at the Marketing Science Institute’s Conference on A Hard and a Soft Look at
Moods
Light
Positive, negative, or neutral
Often unspecific

Building Strong Brands on March 14 – 15, 2002.

Emotions
Strong
Positive or negative, meaningful
Triggered by objects, people and events
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 Convergent
THINK

Directional
THINK Concepts

Divergent

Associative

p
THINK Campaigns
ar
Ex M15
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© 2002 presented by Bernd Shmitt at the Marketing Science Institute’s Conference on A Hard and a Soft Look at
ie ng

Building Strong Brands on March 14 – 15, 2002.

 ACT

action
Reasoned

Lifestyles
movements

Interactions
Motor actions and

p
Self-perceptions

ar
Ex M16
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er keti
tia
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© 2002 presented by Bernd Shmitt at the Marketing Science Institute’s Conference on A Hard and a Soft Look at
ie ng

Building Strong Brands on March 14 – 15, 2002.

RELATE

© 2002 presented by Bernd Shmitt at the Marketing Science Institute’s Conference on A Hard and a Soft Look at
Reference groups

Social influence
Social roles
Social categorization

Building Strong Brands on March 14 – 15, 2002.

Cultural values
Social identity

Group membership
Brand communities tia
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p er keti
Ex M17
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 Two approaches to

branding
Brand (EX)
Brand (ID)
Brands as experience
Brands as identifiers providers

Names, logos, and Names, logos, ads as well as

ads events, sponsorships and
other customer contacts
Awareness and image
before purchase Experiences during
purchase and
consumption
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 The

SENSE
FEEL
hybrid
ACT

(individual)
Experiential

THINK
SENSE
FEEL
experiential hierarchy

ACT
RELATE
THINK

hybrid
(shared)
Experiential

RELATE
p
ar
Ex M19
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tia
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© 2002 presented by Bernd Shmitt at the Marketing Science Institute’s Conference on A Hard and a Soft Look at
ie ng

Building Strong Brands on March 14 – 15, 2002.

In marketing, a customer value proposition
(CVP) consists of the sum total of benefits
which a vendor promises a customer will
receive in return for the customer's associated
payment (or other value-transfer).

A customer value proposition is a business

or marketing statement that describes why
a customer should buy a product or use a
service
10 Hukum EX.M
 “Nice place and nice to see, and be seen”??

Asumsi dasar EM adalah memberi pengalaman pelanggan

melalui SEMs (sense, feel, think, act and relate) melalui
penciptaan produk, jasa yang kreatif dan inovatif, sehingga
EM dapat digunakan pada beberapa situasi
 
1. Lauching a new brand or product line
2. Membedakan keunikan produk/jasa dengan pesaingnya
3. Mencipakan sebuah citra dan indentitas untuk sebuah
korporasi
4. Mempromosikan inovasi baru
5. Mempersuasi pembelian (persuading), dan loyalitas
pelanggan
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 EXPERIENTIAL
MARKETING

Sensual, emotional,
cognitive, feeling, acts
and standpoints
“From Stimulus to
Reaction
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TERIMAKASIH

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