Exhibition and Experiential Marketing Application + 1 Video All data from public. Just for acedmic propose

1. Theme 1
Theme 2
Theme 3
Theme 4
Theme 5
The origins of the legendary
The free pursuit of
The abstract essence of
The illusion of inspiration
The hidden luxury
ABSTRACTION
IMAGINARY
ORIGIN
LIBERTY
Charlotte. Lee
INVISIBILITY
28/05/2013
CHANEL

2. Agenda
CULTURE CHANEL Exhibition
Q1. Analyse Culture Chanel based on
experiential marketing approach?
CHANEL

3. Experiential Marketing
Concept and Objective
Experiential Marketing
•Customer experience through engagement and
interaction with brands in sensory ways
•Difference from traditional marketing which
tells customer about product features
Objective of Marketing Communication
•Expect to affect the mind of the target
audience before purchasing
•Generate awareness, attitudes, interest or
trial door … etc.
CHANEL
6
of
21

4. Experiential Marketing
Multi sensory Experience
Vision (Sight)
Haptic (Touch)
Audition (Sound)
•Museum
•Interactive Room : Touch
screen table
•Project Room: Video for
Perfume No. 5 Ads
•Interior Design & Space Design
•Exhibits Display
CHANEL
7
of
20

5. Experiential Marketing
Netnography - Cognitive and Emotion Processing
Cognitive Processing
•Described the Coco
design inspiration
Emotion Processing
Chanel
•Summarized each themes and
how the brand developed
•Photos to show relationship
between artists and exhibits
CHANEL
•Share
exhibition
experience and posted the
photos of exhibits
•Describes
“impressed”
“surprising”
“likes”,
“enjoy”, “amusing”
8
of
20

6. Experiential Marketing
Netnography - Cognitive and Emotion Processing
Cognitive Processing
•Described the Coco
design inspiration
Emotion Processing
Chanel
•Summarized each themes and
how the brand developed
•Photos to show relationship
between artists and exhibits
CHANEL
•Share
exhibition
experience and posted the
photos of exhibits
•Describes
“impressed”
“surprising”
“likes”,
“enjoy”, “amusing”
8
of
20