Marketing

Marketing’s Not About The Product. It’s About How Good it Feels to Buy it
Webb, Janet. Financial Services Marketing2. 4 (May/Jun 2000): 16.

In these days we are not trying to sell only featuresand benefits of a product, right now Experimental Marketing is beyond that, we sell experiences, lifestyle. Columbia professor Bernd Schmitt explains this as a touchy-feely experience.
Simple examplesas have an ice cream, yes, the customer is buying an ice cream, buy what happen if you make them feel like they’re buying next to Eiffel Tower, in Paris, I’m pretty sure they’ll pay for it. Beetle,Volkswagen went straight for the gut, “Hug it? Drive it? Hug it? Drive it? one ad asked. Microsoft’s “Where do you want to go next?” campaign has nothing to do with operating speed.
Schmintt saysthat “Tradicional Marketing”, was designed for the insdustrial age, not for today’s “experimental” economy. Right now companies are focusing on opportunities created by the information revolution. Makeexperimental marketing the appropriate choice for the 21rst century. “We are in the middle of a revolution,” Schmitt asserts.

This experimental marketing was not born yesterday. Brands as Pepsi andCoca-Cola focused on emotional appeals “The Pepsi Generations”, “Always Coca Cola”. Both brands mixed traditional and experimental marketing.

It’s not about forgetting the “old school”, it’s aboutlooking beyond “features and benefits”, it’s to get into the emotion, make them feel.

Schmitt divides the experimental method into sense, feel, think, act or relate depending on how marketers getinside the heads of potential customers.

Experimental marketers try to “stimulate” and “delight” the senses.

One advantage of experimental marketing is the ability to transcend the mundaneattributes of a potentially boring or embarrassing product.

Schmitt does make experimental marketing seem like an exciting, clever and cutting-edge approach one that may make your brand more vital...