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

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

Building Strong Brands on March 14 – 15, 2002.

Choice models, conjoint analyses,
perceptual maps

…but its focus is on F&B...

l
n tia g
ie n
p e r k e ti
Ex M3ar
 Tradisional M Experiential M
Fokus Bentuk dan Man Pengalaman pe
faat (Feature and langgan (Custo
benefit) mer Experience)
Cara pandang Basis kategori pro Mencari makna
terhadap produk duk, makna sempit sambil mengkon
sumsi/ makna luas
Ca pandang ter Pertimbangan Rasional(10%) dan
hadap rasional saat akan emosional (90%):
konsumen membeli membangun Rela
(Keputusan) sional, Physical
and spiritual
Metode yang di Analisis kuantitaif, Interaksi personil
gunakan verbal, regression (secara holistik
model, peta (SEMs: Strategic
position 4 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
n
e r k e ti
ie n
l

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

Building Strong Brands on March 14 – 15, 2002.

 Strategic EM Modul (general)

SENSE
FEEL
THIN
ACT
K
RELATE

7
· Layani setiap pelanggan dengan peduli,
tetapi tidak perlu sama
· Pelanggan tidak selalu berpikir rasional,
tetapi juga emosional

+ Memorable experience
 KEY CONCEPTS
Experiential
Marketing

Customer experience
Methods are Focus
eclectic on
consumption
Customers arerational
andemotional animals

KEY WORDS
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

Building Strong Brands on March 14 – 15, 2002.

brand customer continuous
experience interface innovation
internal
resources
product experiential HR for experiential corporate
design marketing EX technology creativity ntialg
ie n
p e r k e ti
ar
Ex M12
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

Building Strong Brands on March 14 – 15, 2002.

THINK Convergent thinking Divergent thinking

Body and Lifestyles

ACT motor reactions

RELATE Kin relations Group relations

l
n tia g
ie n
Apa yang di nilai saat pasien masuk rumah sakit? p e r k e ti
ar
Ex M13
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); l
n tia g
ie n
Health Care p e r k e ti
ar
Ex M14
This framework is based on: Schmitt and Simonson, “Marketing Aesthetics,” The Free Press, 1997.
 © 2002 presented by Bernd Shmitt at the Marketing Science Institute’s Conference on A Hard and a Soft Look at
FEEL
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 l
n tia g
ie n
p e r k e ti
ar
Ex M15
 Convergent
Directional
THINK
THINK Concepts

Divergent
Associative

THINK Campaigns
p
ar
Ex M16
n
e r k e ti
ie n
l

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

Building Strong Brands on March 14 – 15, 2002.

 ACT

Reasoned
action

Lifestyles
Interactions
Motor actions and
movements

p
Self-perceptions

ar
Ex M17
n
e r k e ti
ie n
l

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

Building Strong Brands on March 14 – 15, 2002.

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

Social influence
Social roles

Building Strong Brands on March 14 – 15, 2002.

Social categorization
Cultural values
Social identity

Group membership
Brand communities l
tia g
n
ie n
p e r k e ti
ar
Ex M18
 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
19
The experiential hierarchy

© 2002 presented by Bernd Shmitt at the Marketing Science Institute’s Conference on A Hard and a Soft Look at
SENSE
THINK
ACT FEEL
RELATE

Building Strong Brands on March 14 – 15, 2002.

Experiential Experiential
hybrid hybrid
(individual) (shared)

SENSE FEEL THINK ACT RELATE l

tia g
n
ie n
p e r k e ti
ar
Ex M20
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”??
 star-buk
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
28
30
32
 EXPERIENTIAL
MARKETING

Sensual, emotional,
cognitive, feeling, acts
and standpoints
“From Stimulus to
Reaction
33
TERIMAKASIH

35