Christian Mikunda The grand master of effect enhancement
The marketing expert plays the keyboard of experiential feelings
How do people feel when they enter a new store? Very much like when they travel to unknown regions, says Austrian marketing expert Dr. Christian Mikunda. He specializes in the psychology of experience - what goes on in people's minds when they encounter a new environment. And how one can steer these feelings as positively as possible. The trained theater scientist calls his method strategic dramaturgy: He develops the script in the visitor's head, the "brain script," according to which a store or region can be experienced, triggering only good feelings.
Mikunda's lectures are correspondingly rousing - peppered with practical examples that he shakes from his sleeve as an internationally sought-after speaker and successful book author. The strategic tourism experience with regional storytelling is just as much his topic as the rules of the game for store dramaturgy. And how does the ultimate seduction work in marketing, retail and architecture? By means of "hypnoesthetics," explains the busy lecturer and researcher - and is thus considered a mastermind of the experience economy.
To make his topic more vivid, he has developed the "learning expedition." A traveling seminar consisting of lecture and live experience elements allows his destination dramaturgy to be directly understood, both theoretically and practically. It is understandable that Mikunda's marketing visions are just as popular with museums as they are with the automotive industry or the hotel and city planning industries. Authentic experience should generate high emotions!