Experience marketing

C note
•

Customer driven results

How to create ‘Experience Marketing’ that works
Lecture for Masters Students, Vrije Universiteit Amsterdam
January 2013
Lea Ward, Director of Customer Experience, C•note
© C.Note Consultants BV

Agenda
01 Introduction

02 What is ‘experience marketing’?

break

03 What works in experience marketing?

04 Measuring experience marketing
#BUCKUP


About C.Note

We design services and products
that add meaning to daily life.

We do this by designing from the
customer’s perspective.


C.Note designed the self-service transfer
experience at Schiphol.


C.Note designed the customer experience for
fashion brand and retailer Expresso.

from in-store to online


C.Note improves how senior citizens get in-home
help in The Hague.


Why consider ‘experience marketing?’
The customer today is harder to reach than ever.

The social media report - Nielsen 2012

02
WHAT IS EXPERIENCE MARKETING?

An old concept
with increasingly innovative execution

Santa Claus at Macy’s, Santa Claus at Schiphol Airport, popping out of a
Miracle of 34th St - 1947 moving Chirstmas Tree - 2102 © C.Note Consultants BV

QUIZ
Is this
Experience
Marketing?

R YES
T NO


Albert Heijn supermarket
App for grocery list and walking route through store


Lego
Amusement theme parks in the US and Europe


Princess
Traveller
2 free tickets
with
purchase of
a luggage
set


Expresso
Loyal
customer
evening with
make-up artist
& styling
advice


Coke Friendship Machine
2 Cokes for the
price of 1 if you
can pay for it

You Tube


Leading Golf Tournament in
the Netherlands


Lady Gaga
Pop-up store at Barneys


Pepsi Challenge
You Tube


Private Banking
Lecture series with Dutch thought leaders


Victoria’s Secret App
Photo yourself with Wings & upload


Experience Marketing
²  Engages
the
customer,
in
a
meaningful
way

²  Outside
the
tradi8onal
marke8ng
path

²  O;en
company
sponsored

²  O;en
a
sensory
component

²  Can
take
many
forms

-‐

Big,
small

-‐

One
event,
ongoing

-‐

Sales
related,
brand
related


Experience Marketing can take
Big
ini8a8ve
many shapes
and sizes
depending on
goals

Sales
Brand
/
PR

Small
ini8a8ve


Albert
Heijn
supermarket

App
for
grocery
list
and
walking
route
through
store

?

Albert
Heijn
supermarket

App
for
grocery
list
and
walking
route
through
store

Yes, because.. No, because..
ü  Guides the customer in ü  Apps are now traditional
orientation, starting at marketing…
home through store, and
in cooking (recipes) ü  It’s an ordering channel
ü  It adds value to the core
shopping experience


Experience Marketing
Big
ini8a8ve

Sales
Brand
/
PR

Small
ini8a8ve


Lego

?

Lego

ü  It brings Lego to life ü  It has become its own
outside of the play room business
ü  It’s enormously engaging


Princess
Traveller
2 free tickets

?
with
purchase of
a luggage
set


Princess
Traveller
2 free tickets
with No, because..
purchase of
ü  It’s a traditional sales
a luggage promotion

set


Expresso
Loyal
customer

?
evening with
make-up artist
& styling
advice


Expresso
Loyal
customer
evening with
make-up artist Yes, because..
& styling ü  It’s an additional event to
interact with the clothes
advice
above and beyond
traditional marketing
channels


2 Cokes for the
price of 1 if you
can pay for it

?
You Tube


2 Cokes for the
price of 1 if you
can pay for it

Yes, because..
You Tube
ü  It’s engaging and
meaningful
ü  It’s a twist on the
traditional TV marketing


the Netherlands

?

the Netherlands

ü  When you fly, you play ü  It’s too far away from
golf..? the actual customer

journey
ü  It’s more sponsorship of
sports


Lady Gaga

?

Lady Gaga

ü  It adds meaning to the ü  It’s a line extension
Lady Gaga musical
experience
ü  It is outside traditional
marketing of her music


Pepsi Challenge
You Tube

?

Pepsi Challenge
You Tube

Yes, because..
ü  It engages customers to decide for
themselves what tastes best
ü  While it was used in traditional
media, it was one of the first things
that went outside and engage
customers in a new way


Private Banking

?

Private Banking

Yes, because..
ü  It adds meaning to the
customer journey
ü  It is outside traditional
marketing



?


ü  It engages the ü  It’s also a sales channel
customer in doing ü  It’s a traditional app
something fun with the
brand


What is Experience Marketing?

Engages the customer in a meaningful way
outside of traditional approaches


03
WHAT MAKES “GOOD”
EXPERIENCE MARKETING?


“Good” starts from with a definition

ü  what’s the goal?
ü  for whom?
ü  what does the customer want?


Expresso customer evening

Goal: Extra sales, commitment

For whom: “Dress me!” customers

What does •  Total style solution
customer •  Spoiling / me time
•  Advice on body shape
want? •  Confidence to wear


Experience Scan ™
Tool to evaluate
customer experiences


Expresso customer evening
What’s the experience:
Goal?
Who is it for:
Expresso customer styling evening
Extra sales, committing loyal customers
Loyalty card owners (> €500)
A+
1.
Does
it
work?
A
A B C F

Wants:
Very
Very OK Not so FAIL
well
well
well
•  Style
solu8on

•  Conﬁdence

•  Advice
body
shape
Showed me how to look even better

2.
Understands
me?
+ + 0 −
YES
YES! Neutral Irritatingly
An8cipates
my

!
NOT
ques8ons
&
situa8on

Felt
special,
personal
aVen8on

+ 0
0
3.
Wow!
YES! Didn’t
Didn’t
happen

happen
So
special
I
will

tell
everyone
For
some
this
might
be
a
wow,
to
others

not


Coke friendship machine

Goal: Brand engagement

For whom: Students

What does the •  Want
free
stuﬀ

customer •  BoVle
of
Coke

•  Fun
with
friends

want?


Coke friendship machine
What’s
the
experience:

Goal?

Who
is
it
for:

Get
2
boVles
of
coke
by
joint
eﬀorts

Extra
sales,
brand
engagement

Every
customer
in
store,
everyone
online

A++
1.
Does
it
work?
A
A B C F

Wants:
Very
Very OK Not so FAIL
well
well
well
•  Style
solu8on

•  Conﬁdence

Direct
fun
en
indirect
engagement
through

•  Advice
body
shape
social
media

2.
Understands
me?
+ + 0 −
YES
An8cipates
my

!
NOT
ques8ons
&
situa8on

Funny,
engaging

++ 0
3.
Wow!
YES!
YES

Didn’t
happen
So
special
I
will

tell
everyone
This
you’lll
post
to
FB


Victoria’s Secret app

Goal: More sales, brand
engagement

For whom: Teenage girls

What does the •  Be part of the brand
customer •  Show off
want?


Victoria’s Secret app
What’s
the
experience:

Goal?

Who
is
it
for:

Shopping
app
with
‘get
your
wings’
feature

Extra
onine
sales,
brand
engagement

Women

C-
1.
Does
it
work?
A B C
C F

Wants:
Very OK Not soso
Not FAIL
well well
well

•  Style
solu8on

•  Conﬁdence

•  Advice
body
shape
Lots
of
issues,
bugs

2.
Understands
me?
+ 0 −

−
NOT

An8cipates
my

NOT
ques8ons
&
situa8on

Extremely
slow,
irrita8ng

+ 0
0
3.
Wow!
YES! Didn’t
Didn’t
happen
happen

So
special
I
will

tell
everyone


EXERCISE
ü  In
pairs,
explain
your
experience
marke>ng
idea

ü  Have
your
partner
evaluate
it:

•  What
grade
would
you
give?

•  What
would
make
it
beVer?


Experience Scan ™
What’s
the
experience:

Goal?

Who
is
it
for:

________________________________________

________________________________________

________________________________________

Grade?
1.
Does
it
work?
A B C F

Wants:
Very OK Not so FAIL
well well
•  Style
solu8on

•  Conﬁdence

•  Advice
body
shape

2.
Understands
me?
+ 0 −
Irritatingly
YES! Neutral
An8cipates
my

NOT
ques8ons
&
situa8on

+ 0
3.
Wow!
YES! Didn’t
happen
So
special
I
will

tell
everyone


“Good” starts out with definitions

ü  Clear definition of
§  Goal
§  Group
§  needs

ü  A or B + evaluation
§  does it work
§  does it understand customer situation
§  wow


04
HOW TO MEASURE
EXPERIENCE MARKETING?


Why measure?

ü  Eﬀect
vs.
cost
&
8me
?

ü  Eﬀect
vs
:

§  Other
possible
marke8ng
investments?

§  Similar
experience
marke8ng
over
8me?


What you measure depends
on your goals


If goal is primarily Brand / PR then
Measure Coke
Traffic / exposure to experience

Direct (actual use/engagement in the event) ??

Indirect (you tube, tweets, etc)

Brand vs. control
Happiness &
Core brand values
Friendship up
Up
Trust in company & brand


If goal is primarily direct Sales/ Loyalty then
Measure Expresso evening
out
Direct (actual use/engagement in the event) 100-‐200

Measure vs. control

Sales ++

Net promoter score Up

Re-purchase intent Up
Up
trust in company & brand


Remember the
sales component.
Fantastic windows at
Lord & Taylors.
Much traffic outside,
but ….


No one in the
store?
Why not offer
incentive at end of
line to go inside?


Measuring

Why
measure?

§  vs. cost & effort
§  vs. other marketing options
§  vs. other experience marketing

What
to
measure?

§  for all, exposure & impact on brand/trust
§  Otherwise, depends on goal
§  brand
–
brand
values

§  sales
–
ﬁnancials,
NPS


One final thought

Great experience marketing over time

Instead of experience marketing, just
create a great experience


Senseo -> great experience marketing
Experience
Marketing
around a
coffee
machine


Senseo Nespresso -> a great experience
Experience
Marketing
around a
coffee
machine

A total
coffee
experience

Nespresso is so
successful at creating the
Starbucks café coffee
experience, that now
Starbucks has launched
Verismo, a Nespresso-like
machine for at-home use.


C note
•

Customer driven results

C·Note Consultants BV Blog

Jacob Obrechtstraat 20 I www.buildingtrustequity.com

Amsterdam

TrustEquity

www.cnote.nl

@Learw

lea@cnote.nl

Thank you and good luck.

Experience marketing

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