Modern users need to experience a product rather than be told what to think about it. They will make their own purchase decisions.

1. THINK
DIFFERENT
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
October 22, 2012.

2. Context of my thinking ...
Omnicom
Chief Digital Officer
Digital
McKinsey & Company MIT
Advanced Professional Degree PhD, Materials Science
October 22, 2012 2

3. Digital is the catalyst
Marketing
Digital
Business Technology
October 22, 2012 3

4. Innovation is a process …
Marketing
Digital
Business Technology
^
October 22, 2012 4

5. IKEA Hotels
Guests pay to
experience IKEA
furnishings.
October 22, 2012 5

6. Avis Sponsored Rentals
Guests pay to experience
new models or concept
cars and provide feedback.
October 22, 2012 6

7. Kelloggs Cereal Bars
Customers mix and match
cereals, add-ins, milk and
Kelloggs gets real time
insights for new product
development.
October 22, 2012 7

8. Stouffers In-Flight Meals
Solving the dreaded “airplane
food” problem, Stouffers lets
target customers actually taste
their product, which no form
of advertising can accomplish.
October 22, 2012 8

9. Source: Experiential Marketing
"Experiential marketing" as it is defined and used in this article goes
well beyond simply delivering consumption experiences to consumers as
a way to give them the information they need to make a purchase
decision. Experiential marketing can also be applied creatively to deliver
greater impact while reducing costs and to weave in market research or
customer insights research in ways that could not be done before.
Experiential marketing is the difference between telling people about
features or benefits within the confines of the thirty-second TV spot and
letting them experience it and get their own "a-ha!" event.”
ClickZ Article: Experiential Marketing
by Augustine Fou, April 2011
ORIGINAL Article: Experiential Marketing
By Augustine Fou, March, 2003
October 22, 2012 9

10. Dr. Augustine Fou – Agency Czar
“I study digital marketing trends
and advise clients on pre-emptively
optimizing across channels and
within channels.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
October 22, 2012 10
acfou@mktsci.com

11. Related Slideshares
Innovation Old and New
By: Augustine Fou, January 9, 2013
Innovation Takes Inspiration from the Strangest
Places
By: Augustine Fou, October 1, 2009.
Diginnovia - Innovation in the Digital Age
By: Augustine Fou, October 23, 2012
October 22, 2012 11