Summary: experiential marketing - bernd schmitt

This work offers a summary of the book "EXPERIENTIAL MARKETING: How To Get Customers To Sense, Feel, Think, Act and Relate To Your Company and Brands" by Bernd Schmitt. Customer experience expert Bernd Schmitt offers a new way to look at the goal of marketing called "experiential marketing". Traditional marketing is benefits-oriented – that is, consumers are assumed to be rational decision makers who seek to maximize the number of benefits they derive by comparing different products that offer different sets of features. In this context, branding is used to create awareness and attention. Experiential marketing, by contrast, suggests that consumers want to be stimulated, entertained, educated and challenged by the products or services they buy. Thus, they are looking for brands that provide them with memorable experiences. The central activity of experiential marketing is to develop efficient ways to create and deliver experiences.Experiential Marketing offers a cutting-edge approach to marketing. Written in an easy-to-read style, this insightful guide will help managers and strategists complement their tactical efforts in the marketplace.