Integrated communication key to experiential marketing: Dr Schmitt

NEW DELHI: Integrated Communication is a key to experiential marketing, says marketing guru and professor Dr. Bernd Schmitt.

Defining experiential marketing as a tool for the success of a brand Dr. Schmitt explained the need to create a holistic experience for a customer.

The professor of business at Columbia Business School, New York, on Experiential Marketing spoke in Delhi on 17 July during an interactive session organised by CNBC TV18.

Elaborating on the success of a brand through experiential Marketing, Dr. Schmitt illustrated an example of New BEETLE, a famous car for its unusual shape and colours.

"Colour and the unusual shape is the differentiating factor making this car a success in US market. It offered much more to a customer than just quality engine and other usual features. The brand associated itself with lifestyles of its consumers," Dr. Schmitt said.

Dr Schmitt is one of the most creative and original business thinkers today. Known globally as a brilliant speaker, consultant, provocateur and iconoclast, Dr. Schmitt is transforming the business world's understanding of strategy, creativity and innovation. Dr. Schmitt is also the executive director of the Center on Global Brand Leadership, the leading global forum on branding issues for researchers and executives.

As a consultant and CEO of The EX Group, Dr. Schmitt has worked with companies worldwide, including Sony, Ford, Philip Morris, and Procter & Gamble. He has given seminars to thousands of executives in more than 30 countries on the topic of customer experience.

Stating another successful example of managing customer experience, Dr. Schmitt explained how Singapore Airlines provides the brand experience by managing all contact points between the product and the customers. The key to successful marketing, according to him, is to become relevant to the customer at all times, understand his lifestyle and then develop the product.

Elaborating on the need of experiential marketing Dr. Schmitt stressed that marketing managers are product oriented and do not focus on customer experience with the product. "Highlighting product is not the right process, customer relevance is the key," he said. Explaining further, Dr. Schmitt suggested that a company should adapt research techniques by closely observing and understanding the consumer behaviour and then developing the brand befitting the customer's lifestyle.

Reiterating upon the method of broad base positioning and value deliverables, Dr. Schmitt suggested five comprehensive steps to Customer Experiential Marketing:

* Analysing the experiential world of the customer

* Building the experiential platform

* Designing the brand experience

* Structuring the customer interface

* Engaging in continuous innovation

Answering the question on 'How would advertising fit into Experiential Marketing', Dr. Schmitt said that advertising should focus on consumption situation where a consumer is using a product. Advertisers should follow the problem solution approach.

"In India, advertising is image driven. Advertisers usually demonstrate how a product works. The right approach is to show a demonstration which can be functional and experiential," the guru advised.

Concluding his presentation Dr. Schmitt said that advertising and public relations should be involved at the stage of developing the product and there is a need to integrate all the channels of communication to create a holistic experience for the consumer. "Customer Experiential Marketing is not about fooling a customer or offering them superficial things, it is about the essence of customer desire".

Latest Reads
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns
Interactive Television's Buzz Index to help advertisers make smart investment in movies

Interactive Television, a unit of WPP, has launched ‘Buzz index’- a revolutionary buzz measuring tool for helping advertisers to make informed decisions for cinema advertising.

MAM Media and Advertising Media Agencies
India's AdEx revised to Rs 62,483 cr. by EEMA; includes 'experiential' with 13.6 per cent share

MUMBAI: ‘Experiential Marketing’ or the concept of creating a bond between the consumer and the brand beyond ‘buying and selling’ by immersing them in an experience, is an underrated and underrepresented form of marketing, several marketers guiltily admit.

MAM Marketing MAM
WATConsult asks 'WAT's your Big Idea?'

WATConsult has launched of one of its kind ideation competition for colleges across the country - WAT’s your Big Idea (#WYBI).

MAM Media and Advertising Digital Agencies
iProspect campaign features Olympians

iProspect, the global business performance agency, has launched a new global brand campaign “It’s Who We Are” featuring six members of its staff. The agency held a search for the ‘faces of iProspect’ across its network of 84 offices across 52 countries. The campaign showcases how the talents and...

MAM Media and Advertising Digital Agencies
'Baahubali' forays into licensing with 'Black White Orange'; targets Rs 25 cr in retail sales

The brand is targeting 20-25 crore of retail sales alone from their merchandising & licensing revenue

MAM Media and Advertising Media Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories