Experiential and Sensory Marketing
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Questions and Answers

What is the main purpose of emotional branding?

  • To create a direct appeal to consumers' emotions. (correct)
  • To reduce the cost of production.
  • To focus solely on the product's functionality.
  • To enhance the aesthetic appeal of products.

Which component of a strategic plan outlines a company’s core principles?

  • Vision
  • Mission
  • Activity
  • Values (correct)

Which type of positioning describes how a company is perceived in the market based on client feedback?

  • Real positioning
  • Ideal positioning
  • Imaginary positioning
  • Mental positioning (correct)

What does the Business Model Canvas help businesses to do?

<p>Analyze and communicate business strategies. (D)</p> Signup and view all the answers

In the context of SWOT analysis, what does the 'T' stand for?

<p>Threats (A)</p> Signup and view all the answers

Which of the following best defines revenue streams within a business?

<p>The variety of sources generating income. (C)</p> Signup and view all the answers

Which of the following methods involves measuring physical responses to consumer stimuli?

<p>Eye tracking gaze (C)</p> Signup and view all the answers

According to the 80/20 rule in business, what is suggested about product revenue?

<p>20% of the products generate 80% of the revenue. (B)</p> Signup and view all the answers

What is essential for a company to position itself favorably against competitors?

<p>Showcasing added value to customers (A)</p> Signup and view all the answers

What should companies provide to assist customers in their decision-making process?

<p>Maps and guides to products (D)</p> Signup and view all the answers

Which stage involves customers deciding whether to make a purchase?

<p>Decision / Purchase (B)</p> Signup and view all the answers

What strategy can organizations use to maintain customer engagement after a purchase?

<p>Implementing loyalty programs (A)</p> Signup and view all the answers

Which of the following is NOT one of Bernd Schmitt's five steps in Customer Experience Management?

<p>Limit customer feedback (B)</p> Signup and view all the answers

What does continuous innovation aim to do in customer experience management?

<p>Improve the customer's life (A)</p> Signup and view all the answers

What is one key benefit of strong customer retention strategies?

<p>New revenue generation (A)</p> Signup and view all the answers

What does building the experiential platform entail?

<p>Developing customer journey mapping (C)</p> Signup and view all the answers

What is primarily responsible for fast decision-making during purchases?

<p>Limbic system (D)</p> Signup and view all the answers

Which system is engaged when worrying about running out of money for the next month?

<p>Neocortex (C)</p> Signup and view all the answers

In the context of brand levels, what does the product level focus on?

<p>Product functionalities and benefits (C)</p> Signup and view all the answers

What transforms satisfied customers into enthusiastic advocates for a brand?

<p>Evangelism (A)</p> Signup and view all the answers

Which part of the decision-making process involves slow, logical thinking?

<p>System 2 (B)</p> Signup and view all the answers

What does the concept of '4Ps to 4Es' primarily aim to achieve?

<p>Enhance customer experience (D)</p> Signup and view all the answers

Which system is primarily non-decisive and acts quickly without much thought?

<p>System 1 (A)</p> Signup and view all the answers

What is the focus of the brand level in the three levels of a brand model?

<p>Emotional and psychological connections (B)</p> Signup and view all the answers

What does the 'WHY' in Simon Sinek's Golden Circle refer to?

<p>The core purpose behind actions (B)</p> Signup and view all the answers

Which brain part is primarily engaged by experiential marketing that appeals to basic emotions through sensory experiences?

<p>Reptilian Brain (A)</p> Signup and view all the answers

What is a primary characteristic of the Limbic Brain as it relates to experiential marketing?

<p>Engages through storytelling and emotion (C)</p> Signup and view all the answers

In the context of the Golden Circle, what does the 'HOW' section represent?

<p>The strategies and processes used to achieve the 'WHY' (D)</p> Signup and view all the answers

What triggers the subconscious mind during the purchase decision-making process, as stated in the content?

<p>Instinctual and fast decision-making (C)</p> Signup and view all the answers

What aspect does the experience level focus on in a customer's interaction with a brand?

<p>The overall quality of customer interactions (A)</p> Signup and view all the answers

Which aspect of experiential marketing is most likely to engage the Emotional Neocortex?

<p>Offering intellectually stimulating workshops (B)</p> Signup and view all the answers

Which of the following is NOT one of the six stimuli identified to trigger the reptilian brain?

<p>Abstract (D)</p> Signup and view all the answers

How does the Limbic system influence consumer purchasing decisions?

<p>By creating fast, instinct-driven evaluations (D)</p> Signup and view all the answers

What is the primary focus of the 'WHAT' in the Golden Circle model?

<p>The visible products and services offered (C)</p> Signup and view all the answers

What is meant by 'psychological distance' in marketing?

<p>The gap between a consumer's aspirational and actual self (B)</p> Signup and view all the answers

How does emotional stimuli impact consumer attention?

<p>It engages feelings and grabs attention. (C)</p> Signup and view all the answers

Which type of stimuli is most likely to be remembered by the brain?

<p>Unique and emotionally charged experiences (C)</p> Signup and view all the answers

Why are tangible stimuli more engaging for the brain?

<p>They can be physically experienced or touched. (B)</p> Signup and view all the answers

What role does contrast play in capturing consumer attention?

<p>It helps things stand out from their surroundings. (A)</p> Signup and view all the answers

What is an essential focus of neuromarketing concerning consumer psychology?

<p>Understanding and addressing emotional 'pains' (D)</p> Signup and view all the answers

What does the term 'valence' refer to in emotional forecasting?

<p>The positive or negative nature of an emotion (B)</p> Signup and view all the answers

Which sense is considered the most intimate according to the content?

<p>Taste (C)</p> Signup and view all the answers

What primary aspect should businesses consider regarding taste?

<p>Taste is influenced heavily by genetic factors. (B)</p> Signup and view all the answers

Which emotional variable relates to how long an emotion lasts in a consumer's memory?

<p>Duration (C)</p> Signup and view all the answers

How can businesses help consumers in emotional forecasting?

<p>By reducing psychological distance to create better experiences. (A)</p> Signup and view all the answers

Which sensory aspect contributes to customer interest and response in retailing?

<p>Touch and store atmospherics (D)</p> Signup and view all the answers

What percentage of sensory experience is attributed to the sense of smell?

<p>35% (A)</p> Signup and view all the answers

Which statement accurately describes the relationship between vision and touch in consumer decision-making?

<p>Vision and touch together provide crucial product information. (B)</p> Signup and view all the answers

Flashcards

FMRI

A type of brain imaging that measures brain activity by detecting changes associated with blood flow.

EEG

A method for recording electrical signals in the brain using electrodes placed on the scalp.

Eye Tracking Gaze

A technique that tracks where people look on a screen or object to understand their attention and interest.

Biometrics

The measurement of unique physical characteristics for identification or authentication.

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Facial Coding

A technique that analyzes facial expressions to gauge emotions and reactions.

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Emotional Branding

A marketing strategy that emphasizes connecting with customers on an emotional level.

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SWOT Analysis

A strategic planning tool that examines a company's internal strengths and weaknesses, and external opportunities and threats.

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Business Model Canvas

A valuable tool used by businesses to analyze, refine, and communicate their business strategies.

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Why (Golden Circle)

The core reason for your existence, beyond just making money. It's your purpose, your driving force.

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How (Golden Circle)

The strategies, processes, and unique approach that set you apart. It's how you achieve your 'why'.

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What (Golden Circle)

The tangible products or services you offer to the world. It's the most visible part of your business.

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Reptilian Brain

The oldest part of the brain. It's responsible for survival instincts and immediate reactions.

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Limbic Brain

The emotional center of the brain, involved in feelings, memories, and social behavior.

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Neocortex Brain

The newest part of the brain, responsible for logical thinking, language, and complex decision-making.

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System 1

A subconscious mental process where decisions are made without conscious effort.

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System 2

A conscious, deliberate mental process used for complex decisions.

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Decision/Purchase Stage

The stage where customers evaluate their options and decide whether to buy a product or service.

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Value Differentiation

Companies must clearly demonstrate their superior value proposition compared to competitors.

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Product/Service Education

Gathering information and guidance to help customers understand a product or service.

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Customer Retention

Continuously engaging customers through marketing emails, loyalty programs, and training to foster long-term loyalty.

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Analyze the Experiential World

Analyzing the customer journey, identifying pain points, and developing strategies to optimize the experience.

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Build the Experiential Platform

Creating a strategic vision for the ideal customer experience and mapping their journey to achieve it.

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Design the Brand Experience

Designing brand experiences that differentiate a company and leave a lasting impression on customers.

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Structure the Customer Interface

Improving customer interactions by optimizing processes, staff training, and ensuring consistent brand messaging.

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Loss Aversion

The feeling of fear or anxiety about losing something valuable, especially money.

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Limbic System

It refers to a complex brain structure that plays a role in processing emotions, memories, and motivations. In this context, the limbic system is associated with what we value and find important.

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Neocortex

The most logical and analytical part of the brain, responsible for complex thinking, decision-making, and planning.

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System 1 (Reptilian Brain)

A simple, instinctive, automatic response to stimuli, often based on emotions and primal instincts, like 'fight or flight'.

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System 2 (Neocortex)

A more complex, deliberate, and analytical thinking process that involves conscious effort and reasoning.

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Product to Experience

A strategy for transforming products into experiences that resonate with customers on an emotional level.

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Place to Everyplace

A strategy that emphasizes being present in all the places where customers are engaging.

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Price to Exchange

A perspective where the price is perceived not just as a cost, but as a value exchange that benefits both parties.

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Experience level

The level of marketing that focuses on the entire customer journey and how the brand interacts with its audience, including the purchase experience, customer support, and overall satisfaction.

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Six Stimuli theory

The reptilian brain is the part of the brain responsible for basic survival instincts. The Six Stimuli theory proposes that these six things trigger the reptilian brain, making them more likely to grab attention and drive action.

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Personal Stimuli

This means that something is personally relevant to someone, potentially related to their needs, desires, or experiences.

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Contrastable Stimuli

The brain is drawn to things that stand out. If something is significantly different from its surroundings, it captures attention.

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Tangible Stimuli

The brain enjoys things it can physically touch or experience. Tangible stimuli, like a product or a hands-on experience, are more engaging.

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Memorable Stimuli

The brain remembers things that are unique or emotionally charged. Things that leave a lasting impression or provoke strong emotions tend to be remembered.

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Visual Stimuli

The brain processes visual information quickly and efficiently. Striking images and visuals are more likely to capture attention.

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Emotional Stimuli

Emotions are powerful triggers for the brain. Emotional stimuli, whether positive or negative, grab attention because they engage our feelings.

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Emotion Intensity

The emotional intensity of a customer's experience with a product or service. It indicates the level of emotional response.

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Emotion Duration

The length of time an emotional response lasts in a customer's mind.

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Emotion Valence

Categorizing emotions as either positive or negative.

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Emotion Type

The specific type of emotion a customer experiences, such as joy, sadness, fear, or anger.

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Emotional Forecasting

The ability to predict and understand how customers will feel about a product or service.

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5 Senses Marketing

Using the five senses - sight, smell, taste, touch, and hearing - to create a memorable experience.

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Reducing Psychological Distance

Making customers feel like they are part of something special, reducing the distance between them and the product or service.

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Store Atmospherics

The way a physical environment impacts the emotional experience of customers, especially in retail settings.

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Study Notes

Experiential Marketing

  • Engages customers through immersive experiences, going beyond traditional marketing methods.
  • Aims to create a sense of belonging within society, using the reptilian brain's connection to the spine.

Sensory Marketing

  • Key concepts in experience marketing include experiential value, distinguishing ordinary from extraordinary experiences and touchpoints.
  • Differentiating brand experiences is critical in competitive markets.
  • Sensory marketing, a new field, focuses on engaging all senses to affect consumer perception, judgment, and behavior.
  • Sensory branding uses senses to create emotional connections, forging associations and shaping brand image.
  • Multi-sensory experiences generate beliefs, feelings, insights, thoughts, and opinions about a brand.
  • Relevant marketing techniques aim to influence consumer feelings and behaviors through sensory appeals.

6 Experiential Components

  • Pragmatic: deriving from practical actions and usability.
  • Lifestyle: affirming values and personal beliefs.
  • Relational: emerging from social contexts, relationships, and community.
  • Sensorial: involving sight, hearing, touch, taste, and smell.
  • Emotional: evoking moods, feelings, and affective connections.
  • Cognitive: stimulating thinking and problem-solving abilities.

Emotional Branding

  • Emotional branding builds brands appealing directly to consumers' emotional states, needs, and aspirations.
  • Successful emotional branding triggers emotional responses, driving a desire for the advertised brand.
  • SWOT analysis helps transform negative aspects into positive ones

Revenue Streams

  • Revenue streams represent the different income sources from business operations.
  • Factors influencing businesses' strategic decisions: supplier power, buyer power, competitive rivalry, threat of new entrants, and threat of substitutes.
  • Buyer personas incorporate demographic information, values, lifestyles, and attitudes to target ideal customers effectively.
  • AIDA model (Awareness, Interest, Desire, Action) describes customer purchase decision journeys.

Customer Journey Map

  • Awareness (e.g., social media, brand campaigns): capturing potential customer interest through showcasing solutions to pain points
  • Consideration (e.g., blogs, reviews): evaluating product offerings against alternatives in the market
  • Decision/Purchase (e.g., online payment): the final stages leading to a purchasing decision

Retention

  • Aims to engage customers through marketing emails, loyalty programs, and product knowledge updates.
  • Strategies focus on building strong relationships through personalized interactions and relevant content to retain customers.

Six Principles of Persuasion

  • Reciprocity: Returning favors creates obligations.
  • Scarcity: Limited resources create increased value in items.
  • Authority: Expertise or status increases persuasion.
  • Commitment: People adhere to past commitments.
  • Consensus: Social proof leads to greater acceptance.
  • Likability: People favor those they like.

Bernd Schmitt's 5 Step Customer Experience Management

  • Analyse the customer experience: Understanding the customer journey, pain points, and overall experiences.
  • Develop the strategy: Establishing a clear strategy for customer experience based on the analysis.
  • Create brand experiences: Developing unique and memorable brand experiences to differentiate from competitors.
  • Structure the customer interface: Addressing customer interactions and experiences to maintain consistent brand experience and tone.

Golden Circle by Simon Sinek

  • Explores how people buy the "why" behind a product or company, rather than just the "what" (tangible product).
  • Focuses on identifying the reasons behind a company's existence, driving inspiration and motivation.

Limbic, Reptilian, and Neocortex Brains

  • Reptilian brain: Primal, basic responses, e.g., survival, physical safety
  • Limbic brain: Emotions, memories
  • Neocortex brain: Rational thought, logic

Six Stimuli to Trigger Reptilian Brain

  • Personal: Relevant experiences, needs, or desires.
  • Contrast: Distinguishable features.
  • Tangible: Physical interaction, experiences.
  • Memorable: Uniqueness, strong emotions.
  • Visual: Striking images/visuals.
  • Action: Prompting engagement.

Emotional Forecasting

  • Understanding consumer emotions related to product usage and how these may vary over time.
  • Focusing on emotional valence (positive vs. negative), duration, type, and intensity of the emotion.

5 Senses

  • Taste: Intimate, emotional connection, affected by saliva and genes.
  • Smell: Impacts purchasing decisions, linked to social experience.
  • Sight: Important sensory channel for evaluating products, impacting behavior.
  • Hearing: Significant impact for generating positive experiences.
  • Touch: Essential for sensory evaluation, related to texture, hardness, temperature, and weight.

Balance of Perceived Value

  • Combining the reptilian (quick decisions), limbic (emotional responses), and neocortex (logic and thought processes) to create a meaningful customer experience.
  • Focus on why people buy, and how to connect with customers emotionally.

Key Sequence for Generating Experiences

  • Stimulus: Capturing customer attention through diverse forms of interaction.
  • Emotion: Evoking positive or negative emotions to influence engagement.
  • Decision: Leading to a purchase, engagement, or further action.
  • Memory: Causing a lasting impression that customers will remember.

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Experiential Marketing Exam PDF

Description

This quiz delves into the concepts of experiential and sensory marketing, emphasizing immersive customer experiences that go beyond traditional methods. It explores how sensory branding can create emotional connections and influence consumer perception across various touchpoints. Discover the critical components that differentiate brand experiences in today's competitive market.

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