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.