Customer Reviews

Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands

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In Marketing Aesthetics, Schmitt & Simonson argue that "most of marketing is limited because of its focus on features and benefits." They then presented what they characterized as "a framework" for managing those experiences. In Experiential Marketing, Schmitt provides a much more detailed exposition of the limitations of traditional features-and-benefits marketing. Moreover, he moves beyond the sensory "framework" into several new dimensions, introducing what he calls "a new model" which will enable marketers to manage "all types of experiences, integrating them into holistic experiences" while "addressing key structural, strategic, and organizational challenges." The key word is "holistic"; the key process is Issues

Epilogue

In his Preface, Schmitt introduces his reader to someone he identifies as "Laura Brown." At the end of each of the 11 chapters, Laura Brown reacts to the material presented. Often, she responds with questions which the reader may be tempted to ask. For products but what if a company is an industrial firm? What if it is a consulting firm or a medical practice? How does experiential marketing come into play for these kinds of companies?" Or at the end of Chapter via a brand? What kind of communities are the 'brand communities'? What about communities of real people?"

Obviously Schmitt is a clever fellow. He includes Laura Brown (who turns out to be a real person) to respond to his material with questions such as these so that, in effect, he can say "I am so glad that you asked me about that!" Of course, he then answers the questions. This interaction is playful, adding humor; it is also a brilliant device by which to expand and enrich the flow of Schmitt's ideas.

They are very important ideas indeed. Simultaneously, Schmitt establishes a rock-solid conceptual infrastructure while examining a number of different companies (eg Nokia, Procter & Gamble, Apple Computer, Volkswagen, Siemens, Martha Stewart Living, and SONY) which demonstrate the fundamental principles of Experiential Marketing. One of the book's most valuable contributions is provided in Part Two as Schmitt focuses on what he calls Strategic Experiential Modules (SEMs), each of which has its own distinct structures and principles which must be understood by each manager. SEMs include sensory experiences (SENSE), affective experiences (FEEL), creative cognitive experiences (THINK), physical experiences and entire lifestyles (ACT), and social-identity experiences (RELATE). Schmitt examines each, explains how to achieve the effective integration of all four.

In the Epilogue, he reveals Laura Brown's identity (no surprise there), suggesting that the experience-oriented organization is a "Dionysian organization and focuses on creativity and innovation...it takes a broad, helicopter view focusing on long-term trends, pays attention to its physical environment, and views its employees as human capital." Indeed, he hastens to add, "the experience-oriented organization is keenly interested in promoting its employees' experiential growth." Schmitt thus offers an alternative to the traditional organization which is oriented toward order, structure, analysis, and short term.

If you read Experiential Marketing and then share my high regard for it, I urge you to read also (if you have not already done so) The Experience Economy and The Entertainment Economy.

From the perspective of someone who works intimately with major consumer brands, this book was a huge disappointment. There is absolutely nothing new here, as should be evident when most of the approaches held up as paragons of experiential marketing are 5-15 years old. Schmitt acts as though moving past "features and benefits" advertising is a new and controversial idea, when in fact marketing to people's emotions and aspirations has been accepted practice for at least 15 years. Is academia (Schmitt being a professor, not a practicioner) that far behind what has actually been going on in marketing departments and advertising agencies for so long?

Not to mention that every possible brand tactic under the sun can fall under the wide umbrella of "experiential marketing" -- and Schmitt attempts to make examples from virtually any good marketing idea of the last decade in a cluttered and undisciplined format.

I guess I wouldn't be so peeved if I were brand new to the world of mass marketing, and maybe this book wouldn't be such old news. But even for the neophyte, it's nothing more than a collection of neat marketing ideas with little of a distinct theme to hold them together.

If you want to read about accepted marketing tactics of top brands, it's an OK read, but those examples are all around us anyway. If you want to learn how these ideas originated or how you can think about your brand in a new way, it's of no help.

This book is definitely an eye-opener for everyone in business of all types. Experiential Marketing is a cutting-edge yet a fundamental approach to marketing, which should be taught in all business schools. Via "experiential marketing," Schmitt presents a revolutionary framework for getting in-touch with one's customers while at the same time differentiating oneself from rest of the competition. I especially liked Chapter 9 where Schmitt lucidly illustrates the "Experiential Hierarchy" concept using Volkswagen Beetle examples. A well-written, easy-to-read format, which makes it a great reading even on planes.

EXPERIENTIAL MARKETING is not just a great read; it is, in itself, a great experience. Any marketer who reads this book and does NOT have a creative new insight into how to market her or his brand, on how to interact at a more basic, sensory level with ones customers should simply be fired. I recommend this book to managers large and small, in consumer and industrial markets, and especially those struggeling with finding a competitive advantage on the web. EXPERIENTIAL MARKETING is a killer of price competition, it is a great unequalizer.

Schmitt and Simonson's previous book was a tour de force, a term that applies equally well to Schmitt's Experiential Marketing. Rather than give away any of the many excellent and practicable suggestions contained in this book, I'd recommend your simply reading it cover-to-cover. Schmitt's style is infectively upbeat, belying the depth of his material, making an intrinsically interesting subject come literally to life. Overall, an excellent companion to Schmitt's previous book with Simonson, complementing but not superceding it.

Having devoured Schmitt's previous book, Marketing Aesthetics, I had high expectations for the pre-print I saw of this book. They were exceeded. This is the most relevant book Marketing to have appeared in years, brimming with fresh insights and perspectives.

What makes Schmitt's book so unique -- and unique it certainly is -- is the consistent focus on meaning and interaction. Schmitt ingeniously shows how the static concepts permeating business education and practice today are woefully inadequate to the kinds of dynamic brand relationships required to excel in today's crowded consumer and media-centric marketplace.

Two aspects of the book really stand out. First, Schmitt breaks down the process into five parts, which, simplifying to facilitate memorization, he terms Sense, Feel, Think, Act and Relate; each is copiously illustrated with actual case studies, from Nokia to Tommy Hilfiger. Second, the book's clarity and engaging tone never detract from the solid core of research on which the book is based; Schmitt's scholarship not only fails to be marred by his innate sense of putting forth an argument though metaphor, but is substantially enhanced by it.

This is a book for which the term 'groundbreaking' was invented. As Schmitt himself might admonish you, it's something to be experienced.

Anyone who is knowing the state of Marketing at present realizes just how very, very difficult it is to be reaching one's customers and overcoming the fissiparous tendencies rending the marketplace today. Schmitt's lovely book is a must for anyone who is wishing to prepone their Marketing plans and to be taking their customers' emotional reactions into account. To the person who asks "the book offers many concrete suggestions, isn't it?" I can most certainly intimate "Yes, many, many." Overall, a very good book, and I am recommending that you should be ordering it.

The book arived well at my home without any problem. The delivery delayed I belive because I don't live in a big city of Brazil.
I read good part of the book and it's amazing!! Some upgrade is needed when its talk about tecnology because the book is a little old.

I'm really dissapointed with the experience of buying in Amazon as I bough the product a while ago and it still hasn't arrived! I hope it still arrives...I really need the book for my post graduation conclusion paper! Still waiting...

This is a very good option to learn foundations on Experiential Marketing. It is a good option aswell for experiential marketing companies that may want to complement their strategic/tactical efforts in the marketplace.