MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencialcomo estratégia de construção de marcas

Aula Experiencial – AGOSTO 2012

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

AGENDA

1- Compreensão do cenário2- O que é marketing experiencial3- Tipos de experiências4- Exemplos

MARKETING EXPERIENCIAL E SENSORIAL

1- COMPREENSÃO DO CENÁRIO

Aula Experiencial – AGOSTO 2012

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

2- O QUE É MARKETING EXPERIENCIAL

Aula Experiencial – AGOSTO 2012

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

3- TIPOS DE EXPERIÊNCIAS

Aula Experiencial – AGOSTO 2012

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

TIPOS DE EXPERIÊNCIAS

1- Sentidos2- Sentimento3- Pensamento4- Ação5- Identificação

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

TIPOS DE EXPERIÊNCIAS: Sentidos

Faz apelo aos 5 sentidos: visão, audição, olfato, paladar e tato.

O objetivo é proporcionar prazer estético, excitação, beleza e satisfação por meio da estimulação sensorial.

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

TIPOS DE EXPERIÊNCIAS: Sentimento

Estratégia de criar vínculo emocional da marca com os consumidores.

Requer que se saiba com clareza como se despertam sentimentos durante os pontos de contato.

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

TIPOS DE EXPERIÊNCIAS: Pensamento

Incentivar o consumidor a envolver-se em um raciocínio elaborado e criativo, que possa resultar na reavaliação de uma marca e seus produtos.

Tentar mudanças de paradigmas.

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

TIPOS DE EXPERIÊNCIAS: Ação

Criar experiências para os clientes relacionadas ao seu corpo, que modifiquem padrões de comportamento e de interação com as outras pessoas.

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

TIPOS DE EXPERIÊNCIAS: Identificação

Relacionar a pessoa com o contexto social e cultural da marca.

Vai além das sensações e sentimentos, trablhando valores, papeis sociais, participação em grupos e comunidades.

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

4- EXEMPLOS

Aula Experiencial – AGOSTO 2012

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

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Marketing Experiencial na ModaMarketing Experiencial e Sensorial

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MARKETING EXPERIENCIAL E SENSORIAL

Yellow Tree

House

EXPERIÊNCIAS

MARKETING EXPERIENCIAL E SENSORIAL

Yellow Tree

House

MARKETING EXPERIENCIAL E SENSORIAL

Yellow Tree

House

MARKETING EXPERIENCIAL E SENSORIAL

MARKETING EXPERIENCIAL E SENSORIAL

Madeleine´s Madteater

MARKETING EXPERIENCIAL E SENSORIAL

MARKETING EXPERIENCIAL E SENSORIAL

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MARKETING EXPERIENCIAL E SENSORIAL

REGIÃO DE STELLENBOSCH

MARKETING EXPERIENCIAL E SENSORIAL

MARKETING EXPERIENCIAL E SENSORIAL

MARKETING EXPERIENCIAL E SENSORIAL

MARKETING EXPERIENCIAL E SENSORIAL

MARKETING EXPERIENCIAL E SENSORIAL

MARKETING EXPERIENCIAL E SENSORIAL

MARKETING EXPERIENCIAL E SENSORIAL

Marketing na Economia Criativa

CausabilidadeEngajamento

RelevânciaCocriação

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Marketing Experiencial na ModaMarketing Experiencial e Sensorial

MARKETING EXPERIENCIAL E SENSORIAL

Aula Experiencial – AGOSTO 2012

avasconcellos@espm.br@

www.arturvasconcellos.com

@artur_vasc

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