The Obama ruling-elite took the Chinese by surprise in their first encounter at the high-level US-China talk (this July) with adages in classical Chinese. If these classical sound-bites resonated with the emotions and traditions of the Chinese hosts, the adages may have wittingly or otherwise functioned as crude tools of a kind of experiential marketing
"Experiential Marketing" was popularized by Columbia Business School Professor Bernd H. Schmitt in 2003. Modern marketers are expected to emphasize the idea of communicating the essence of their brands through a personalized marketing/consumer experience. Marketers should adopt the latest approach to connect each and every consumer with their signature "Branded Experiential Marketing Integrated Client Service", or "BEMICS", crisply captured in an acronym. They are to take it further to serve clients, consumers, and the community with "BEMICS experiential marketing", that magic button to connect with targeted people in personally relevant and memorable ways.
BEMICS experiential marketing encourages consumers to engage and interact with products, services, and brands. On a one-on-one basis, BEMICS experiential marketing provides personal experiences that help consumers connect to brands and make intelligent and informed purchasing decisions. BEMICS experiential marketers help enterprises elevate and personalize their corporate presence; enhance their public image and increase brand awareness and sales, making the stodgy brick-and-mortar and features-and-benefits approaches all but obsolete.
BEMICS experiential marketing results in business success that is based on a painstakingly planned process that starts with customer marketing insights, and ends in customer-centric perspectives, value mapping, and implementation.
BEMICS experiential marketing is a renewable resource in marketing energy that tugs at the heart and purse strings of targeted consumers.
BEMICS experiential marketing builds brands through like-minded consumers' immersion in and sharing of their experiences and stories with each other.
BEMICS experiential marketing stretches consumers' imagination by summoning up past experience and by connecting and bonding them with products, services, and brands.
Briefly, BEMICS experiential marketing includes, but is not limited to, defining and analyzing consumer experience; conducting market audits, SWOT analyses, brand audits, consumer insight mining, trend discovery, and scenario planning; shaping how the consumers feel about, use, and remember products, services, and brands; designing and engineering the platform around the consumer experience; structuring and creating the architecture of the interface--integrating all consumer contacts to present a unified experience; and innovating ways of enticing those consumers who are always looking for something new.
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