Experiential Marketing - by Bernd H Schmitt (Paperback)

Book Synopsis

Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt.
Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing 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, communication, 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 & Gamble's Tide Mountain Fresh detergent;
FEEL cases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States;
THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens;
ACT cases on Gillette's Mach3, the Milk Mustache 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 forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.

Review Quotes

Alan Siegel Chairman and CEO, Siegel & Gale A refreshingly lucid, insightful, and original book...Provides clear direction for marketers who want to build successful brands in the new millennium.

Billy Pittard CEO/President, Pittard Sullivan A compelling argument for a powerful new approach to marketing that looks at how consumers relate to brands in today's marketing environment.

Cleve S. Langton Corporate Executive Vice President, DDB Needham Worldwide, Inc. Presents a cutting-edge approach to managing any type of business-customer relationship. A must-read for marketing directors, communication managers, and business strategists.

Earl N. Powell President, The Design Management Institute A pioneering work....Provides the essential concepts and structure for a powerful framework to shape marketing.

Gerald Zaltman Joseph C. Wilson Professor of Business Administration, Harvard Business School A lucid, provocative account of total experience engineering. This is a well thought out, well documented description of...what it means to truly understand customers.

Hayes Roth Senior Executive Director, Landor Associates A fresh, new voice in the wilderness of so-called marketing experts -- one who speaks with unusual perception, clarity, and common sense. Bernd Schmitt will have a profound influence for years to come on how we all think about brands and the marketing that sells them.

Mary Olson President and CEO, Transition Networks E-commerce and marketing strategists take note! "Experiential Marketing" aims at the heart of e-customer relations. Schmitt is an extraordinary thinker and writer.

Rob Wallace Managing Partner, Wallace Church Associates, Strategic Brand Identity Consultants With "Experiential Marketing, " branding now has a bible!

Rod Swanson Senior Director, Film & Video Production, Electronic Arts Charts the way in a future where customers are drowning in a sea of information. My recommendation: get it, read it, live it.

Ronald A. Galotti President and Publisher, Talk Media, Inc. Schmitt is a marketing guru....He makes sense on every level -- from the intellectual to the emotional.

About the Author

Bernd H. Schmitt has consulted, and given lectures and seminars, in more than twenty countries around the world. The founder and director of Columbia's Marketing Management executive program, Professor Schmitt is also a frquent keynote speaker at marketing and management conferences. He is co-author of Marketing Aesthetics (Free Press).