Publications | Website | Event

Publications

Experiential Marketing

"Engaging," "enlightening," "provocative," "sensational"--
--these are the words people use to describe compelling experiences and these are the words that come to mind when describing this extraordinary book.

Moving beyond the traditional "features-and-benefits" marketing that was developed by marketing scientists for the industrial age, Schmitt builds on the success of Marketing Aesthetics to present a revolutionary approach for the branding and information age. Schmitt shows how managers can create experiences for their customers through sensory, affective and creative associations as well as lifestyle and social identity campaigns.

In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communications, product presence, web sites and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides

SENSE cases on Nokia mobile phones, Hennessy Cognac, and Procter and Gamble's Tide Mountain Fresh Detergent;

FEEL cases on Hallmark, Campbell's Soup,and Haagen Dazs Cafés in Asia, Europe and the U.S.;

THINK cases on Apple Computer's revival, Genesis Eldercare, and Siemens;

ACT cases on Gillette's Mach3, the Milk Moustache Campaign, and Martha Stewart Living;

RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra.

Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as "Objective: To Dream," "Send in the Iconoclasts," and "Quit the Bull," to show how traditional marketing firms can transform themselves into experience-oriented organizations.

This book will change your perception of customers, marketing and brands forever--from Amtrak to Singapore Airlines, from to Herbal Essences products to Anderson Consulting, from Michael Jordan Fragrance to Gwyneth Paltrow. Most importantly, you will come to know the enigmatic--but ever present--marketing icon Laura Brown.

Website

A new website on experiential marketing has been launched, please visit http://www.exmarketing.com.

Event

The First Experiential Congress will be hold on 9/9/99 at Columbia Business School in New York. Please visit the ExMarketing website for more details.