We are here on the campus of Columbia University where I teach in the business school. Right over here is where the Manhattan project started, ultimately led to the development of the atomic bomb. Over there is Yures Hall - the business school where I teach and where experiential marketing was invented. There are two key concepts in experiential marketing - the first one is - strategic experiential modules or SEMs and the second one is experience providers or ExPROs.

I would like to talk about them each one in turn. We will get started with strategic experiential modules or SEMs. And they are sense, feel, think, act and relate. I will give you an example of each one of those modules now. And one of those examples will be from the Columbia campus, the other one will be a corporate example. So let’s get started.