Experiential Marketing Analysis (Yves Saint Laurent vs. Victoria Secret)

It’s basically a Neuro-Marketing assigment, so you’ll have to definitely use Neuroscience and Marketing related definitions during this assigment.

The goal of this assignment is to how to utilize the experiential audit tool. So, if you don’t have a YSL and/or Victoria Secret shop in your city, let me know and i’ll provide the necessary information.

Example: Involve relatively better vs. worse consumer experiences or head to head competitors.

For example, you could compare a Best Buy store (better) to Circuit City store (worse) or Barnes & Noble to Borders (both equal but different).

Next, you will visit both locations and complete the experiential audit.

You will utilize the experiential grid to assess both locations separately. Make note of all the experiences falling into specific cells of the grid. Remember to describe the experience sources (environment vs. products vs. people). Also, note the distinct mental responses that you feel (sensation vs. interpretation vs. attitude). One experience will lead to a chain of responses.

Feel free to with multiple trips – one to browse (e.g. with exogenously driven attention) and another with a specific product or goal in mind (e.g. with endogenously driven attention).

You should upload both the audit sheets and the report. The report should be 3-6 pages. Explain your experience and the end results of the audit tool. Use your pictures to illustrate your point. (Pictures do not count towards the 3-6 page length).

A few questions to consider – How did the two locations compare? What was similar? What was different? Which do you prefer and why? If you were the experiential designer, what would you change?

Review each of senses activated. What caused the activation? Was it a positive or a negative experience? Why?

– Word Document

– Font: Times New Roman, size 12, double spaced

– 3-6 pages long

– Citations: APA format

Any questions, let me know, happy to help!