Chanel - Part 2 Exhibition and Experiential Marketing

CHANEL

Theme 1The origins of the legendary

ORIGIN

Theme 2The free pursuit of

LIBERTY

Theme 3The abstract essence of

ABSTRACTION

Theme 4The illusion of inspiration

IMAGINARY

Theme 5The hidden luxury

INVISIBILITY

Charlotte. Lee 28/05/2013

CHANEL

Q1. Analyse Culture Chanel based on experiential marketing approach?

AgendaCULTURE CHANEL Exhibition

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Experiential MarketingConcept and Objective

Objective of Marketing CommunicationObjective of Marketing Communication

•Expect to affect the mindaffect the mind of the target audience before purchasing

•Generate awareness, attitudes, interest or trial door … etc.

Experiential MarketingExperiential Marketing

•Customer experience through engagement and

interaction with brands in sensory ways

•Difference from traditional marketing which

tells customer about product features

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Experiential MarketingMulti sensory Experience

Vision (Sight)Vision (Sight)•Museum •Interior Design & Space Design•Exhibits Display

Haptic (Touch)Haptic (Touch)•Interactive Room : Touch screen table

Audition (Sound)Audition (Sound)•Project Room: Video for Perfume No. 5 Ads

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Experiential MarketingNetnography - Cognitive and Emotion Processing

Cognitive ProcessingCognitive Processing

•Described the Coco Chanel design inspiration

•Summarized each themes and how the brand developed

•Photos to show relationship between artists and exhibits

Emotion ProcessingEmotion Processing

•Share exhibition experience and posted the photos of exhibits

•Describes “impressed” “surprising” “likes”, “enjoy”, “amusing”