Imagineering 4.

Experience Marketing for the

International Week

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Contents

1. Introduction 3
1.1. What is experience marketing or ‘Imagineering’? ......................................3
1.2. The objective of Experience Marketing (EM) in the international week? ....3
1.3. Organisation...................................................................................... ..........3

2. Organisation per day 3

2.1. Monday: kickoff ................................................................... .......................4
2.2. Tuesday: positioning and moodboard................................... .....................4
2.3. Wednesday: presentation Moodboard..................................... ...................5
2.4. Thursday: .......................................................................... .........................5
2.5. Friday: the Presentation............................................................. ................6

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1. Introduction

In this paper you will find an explanation and outline for the Experience marketing case
for the international week.

1.1. What is experience marketing or ‘Imagineering’?

There has been a shift of consumption from product, to service and finally to experiences
in western societies. Moreover, changes in the business environment, speeded up by
technology, have pushed companies to seek new strategies to cope with the ever
growing difficulty of reaching consumers and differentiating themselves from
competitors. Hence, traditional marketing is not enough anymore. It has been recognized
that experience marketing gives companies the opportunity to present themselves and
their products through a stimulation of the senses. One possibility is to provide
customers with experiences in a production environment. The experience environment
can become a successful tourist attraction and at the same time act as a marketing arena
for the company.
Think about Walt Disney and the Disney Parc experiences. By visiting Disney Land one
does experience the Disney-feeling by shaking hands with Mickey Mouse, walking
around in Mickey’s environment, doing a Mickey Rollercoaster ride etc.

The starting point with Imagineering is to touch as many consumers’ senses as possible.
The consumer should not only see a brand (as in traditional advertising) but also taste,
hear, feel or smell it! In short, experience the brand.

1.2. The objective of Experience Marketing (EM) in the international week?

The objectives of EM for the international week are:

• Understanding the experience marketing concept
• Translate a given positioning to an EM positioning
• Create a brand experience by developing an event for a given brand

1.3. Organisation

The first day you have been divided into separate groups. Each group will be given a
brand. During the week you will have to fulfil a number of assignments for this brand.

2. Organisation per day

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2.1. Monday: kickoff

In this kickoff you will be given further information about EM. In addition, you will be
given information about making moodboards. The objective of the kickoff is to get a
clear view about EM. What is EM? Why EM? What is positioning? What is a
moodboard? What are important elements about moodboards?

After the kickoff you will be told in which group you are going to participate.
Furthermore, you will be given a brand which will be the central case during the week.

2.2. Tuesday: positioning and moodboard

EM concept
You will have to think about the meaning of EM for your brand. In the case you
received, some current brand values are given. These brand values are considered to be
out-dated. You will have to think about new brand values and re-position the brand. The
following subjects need to be developed:

1. What are the current values of the brand? What will be the new values of the
brand?
2. What will be the target group(s) of the brand? Creativity is important for this
subject. You do not necessarily need to target the current groups. If you are
going to reposition the brand, also consider target groups which are not reached
currently.
3. In Experience Marketing you will always find a central theme. E.g: Smirnoff uses
the ‘ice’ theme; Red Bull uses the ‘thrill seeking’. What will be the central theme
for your brand? Be creative! Be aware: the theme needs to be realistic for the
given brand and needs to be accepted by the target group.

If you have any questions on the above, ask your teacher for advice.

Moodboard
Now you have determined the positioning of the brand and a theme, you will be asked to
present your ideas by means of a ‘moodboard’. A moodboard is a tool which is used in
marketing communication to present the atmosphere of a concept or an idea. It provides
the emotion that your concept needs to communicate. During the kickoff you have been
given some examples of moodboards. Here you will find some more examples
(http://moodboards.net/Case%20Histories.htm).

There are a number of ways to create a moodboard. You will be asked to find images
(from the internet, magazines etc.), colours, letter type etc. that will communicate the
new brand feeling. For the making of a moodboard there are a number of guidelines:

1. The moodboard communicates a feeling. Do not focus too much on pictures

which represent your product, find pictures that represent a feeling.
2. The mood should connect with the chosen positioning

Today you will also be asked to create the moodboard for your brand. Besides, you will
need to prepare the presentation for tomorrow. Below you will find an explanation
concerning the presentation.

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2.3. Wednesday: presentation Moodboard

Today you will present your moodboard to teachers and coaches. They will critically
listen to your explanation about the chosen positioning and mood.

You will have to prepare the following:

• A clear explanation on the positioning and target groups for your brand. E.g.
positioning Absolut Vodka might have been ‘trendy’ and ‘luxurious’.
• An explanation of the chosen theme (e.g. Absolut Vodka, chose the ‘ice’ theme, Red
Bull chose the ‘thrill seeking’ theme).Why did you choose this theme? Why will it lead
to differentiation in the market? Is it possible to create experiences with this theme?
• A presentation of the moodboard. Show the moodboard and explain the mood/feeling.
Each picture on your moodboard tells a story and needs to fit into your mood.

The presentation will take approximately 15 minutes. There are beamer facilities so
create a powerpoint presentation.

The presentation will be done by max. 2 persons. We expect at least one representative
from another county (other than NL) to present the moodboard. You will receive
feedback on your moodboard. Be aware to fine-tune your mood to the feedback given.

2.4. Thursday:

Now, your moodboard has been approved you will have to create an event for your
brand. Experience marketing is the buzz word, so your event should communicate the
theme/experience

• The event

More and more organisations organise events to communicate their experiences. Think
about Red Bull (Red Bull Air Race, Smirnov Ice, Land Rover.

You will organise an event for your brand and, of course, Experience marketing will be
the starting point. You are completely free in the choice and execution of the event.
However, be aware that the event should connect with the mood you have chosen.
We expect you to do the following:
• Write a script. In this script you will describe:
o What will happen at the event?
o In what sequence?
o What will be the time schedule?
o How will you attract visitors to the event?
o Who will be responsible for what?
• Create a ‘scale-model’ in which you will visualise what the event will look like.
You can create a digital model, it is also possible to construct it with paper,
boxes etc.. There will be material available if you chose for the latter.
• Give an indication of the costs of your event

The following criteria will also be of importance:

• Are your plans feasible?
• Are they realistic?

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• Are they creative?

2.5. Friday: the Presentation

Today you will be asked to present your event. External assessors will take a look at your ideas
and will expect a 5 minute explanation and ‘foundation’ of your plans. These external assessors
are representatives from advertising agencies or people with a lot of experience in this line of
business. They will also be interested in your moodboard (so take your moodboard to the
presentation).

You will be asked to visualise the event and give a clear explanation about the choices made. You
need to visualise your ideas. For the groups who have chosen to do this digitally, be aware you
should make your own arrangements for a laptop or beamer. Furthermore, your colleague
students will have the possibility to take a look at your creative ideas.

There will be 2 group prizes. An ‘expert’ prize, given by the external assessors and an ‘audience’
prize, given by your fellow students.

Venue and time will follow.