课件：ExerienceMarkeingl.ppt

* * * * * * * * * * * * * * * * * * * * * * Feb-May 2009 Customer value Create higher value than the competitors in order to achieve competitive advantage THANK YOU SUCCESS * * 可编辑 Feb-May 2009 Differentiation Differentiate yourself from your competitors Unique position on an attribute that is “widely valued by the consumers” “...But sometimes irrelevant to creating the implied benefit...” (ie. Silk in shampoo) Michael Porter Feb-May 2009 What is experience marketing? Feb-May 2009 Experience Marketing Experience marketing is the practice of engaging target audiences in personal experiences in which they internalise a sense of how their personal or professional life is improved by the brand. The result is a powerful increase in the depth and volume of brand differentiation, conversion and loyalty. Feb-May 2009 Experience Marketing Traditional marketing views consumers as rational decision-makers who care about functional features and benefits. In contrast, experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences. Feb-May 2009 Isnt experience marketing the same as event marketing? both share live interactions as a format for communication Feb-May 2009 Isnt experience marketing the same as event marketing? significant differences: Traditional event marketing is tactically based and attempts to influence an audience through a features + benefits sales approach. It is based on an interruptive model in which the brand inserts its products and services (and information about them) into an audiences professional or personal life. Feb-May 2009 Isnt experience marketing the same as event marketing? significant differences: Experience marketing immerses the audience in a welcome storyline that plays out through physical action and emotional and intellectual interactions that motivate audiences to see themselves as bigger heroes in their own stories. Feb-May 2009 Isnt experience