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?

Analyze and communicate business strategies. Signup and view all the answers

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

Threats Signup and view all the answers

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

The variety of sources generating income. Signup and view all the answers

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

Eye tracking gaze Signup and view all the answers

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

20% of the products generate 80% of the revenue. Signup and view all the answers

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

Showcasing added value to customers Signup and view all the answers

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

Maps and guides to products Signup and view all the answers

Which stage involves customers deciding whether to make a purchase?

Decision / Purchase Signup and view all the answers

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

Implementing loyalty programs Signup and view all the answers

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

Limit customer feedback Signup and view all the answers

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

Improve the customer's life Signup and view all the answers

What is one key benefit of strong customer retention strategies?

New revenue generation Signup and view all the answers

What does building the experiential platform entail?

Developing customer journey mapping Signup and view all the answers

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

Limbic system Signup and view all the answers

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

Neocortex Signup and view all the answers

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

Product functionalities and benefits Signup and view all the answers

What transforms satisfied customers into enthusiastic advocates for a brand?

Evangelism Signup and view all the answers

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

System 2 Signup and view all the answers

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

Enhance customer experience Signup and view all the answers

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

System 1 Signup and view all the answers

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

Emotional and psychological connections Signup and view all the answers

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

The core purpose behind actions Signup and view all the answers

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

Reptilian Brain Signup and view all the answers

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

Engages through storytelling and emotion Signup and view all the answers

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

The strategies and processes used to achieve the 'WHY' Signup and view all the answers

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

Instinctual and fast decision-making Signup and view all the answers

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

The overall quality of customer interactions Signup and view all the answers

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

Offering intellectually stimulating workshops Signup and view all the answers

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

Abstract Signup and view all the answers

How does the Limbic system influence consumer purchasing decisions?

By creating fast, instinct-driven evaluations Signup and view all the answers

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

The visible products and services offered Signup and view all the answers

What is meant by 'psychological distance' in marketing?

The gap between a consumer's aspirational and actual self Signup and view all the answers

How does emotional stimuli impact consumer attention?

It engages feelings and grabs attention. Signup and view all the answers

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

Unique and emotionally charged experiences Signup and view all the answers

Why are tangible stimuli more engaging for the brain?

They can be physically experienced or touched. Signup and view all the answers

What role does contrast play in capturing consumer attention?

It helps things stand out from their surroundings. Signup and view all the answers

What is an essential focus of neuromarketing concerning consumer psychology?

Understanding and addressing emotional 'pains' Signup and view all the answers

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

The positive or negative nature of an emotion Signup and view all the answers

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

Taste Signup and view all the answers

What primary aspect should businesses consider regarding taste?

Taste is influenced heavily by genetic factors. Signup and view all the answers

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

Duration Signup and view all the answers

How can businesses help consumers in emotional forecasting?

By reducing psychological distance to create better experiences. Signup and view all the answers

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

Touch and store atmospherics Signup and view all the answers

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

35% Signup and view all the answers

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

Vision and touch together provide crucial product information. Signup and view all the answers

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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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.