Experiential Marketing Strategies in Action: Case Studies Through Schmitt's Sem Modules

Abstract

This study explores the role of experiential marketing through Schmitt’s Strategic Experiential Modules (SEMs) framework, accentuating consumer engagement beyond traditional marketing approaches. The research addresses the limitations of the traditional marketing mix, which often overlooks emotional and sensory consumer experiences. The study examines real-world case studies across the five SEM modules- Sense, Feel, Think, Act, and Relate to spotlight how brands build immersive and memorable interactions. Using a case study methodology, the research analyzes brands leveraging sensory approaches, emotional storytelling, cognitive engagement, physical participation, and social identity connections to enhance consumer experiences. Key findings reveal that brands like Starbucks, Nike, Airbnb, and Gentle Monster successfully integrate experiential strategies to foster deep emotional connections and brand loyalty. The study underscores how sensory stimuli, interactive campaigns, and social engagement contribute to a more holistic consumer experience. By demonstrating the effectiveness of experiential marketing, this research provides practical insights for businesses aiming to differentiate themselves in competitive markets and strengthen consumer relationships.

JEL Classification: M31