Creating experience, the core of daily marketing

We often describe several key elements of a brand: unique function, price, packaging, service, experience, convenience, emotional resonance and so on. Wait a minute, what is "experience"? "Experience" in the middle seems inconspicuous, and not so important. If someone asks you, "Why are you buying this product?" "," What is the reason you choose a brand? "It's a really frustrating question, and maybe you'll just find a reason to stall it," he said. However, when we calm down and think about it, we may not be able to avoid the importance of a quality "experience" for buying and buying again, and his importance may be beyond price, packaging, convenience and other words we often hang on our lips. The example we often cite here is Burger King and McDonald's. There's a saying, "Burger King is selling a product, and McDonald's is selling an experience ..." It's hard to compete on the taste and quality of a product, but McDonald's sales are about 7 times times the sum of Wendy's fast food and Burger King. McDonald's has always tried to create a happy dining experience for consumers, and they have been very effective in marketing young children and have built up a very strong connection, and this emotion even directly to their growth has been deeply affected. The biggest difference between Starbucks and the average café is that the average café sells a cup of coffee and Starbucks is an experience. Starbucks from brand name to logo design is reminiscent of people, and full of curiosity. "Starbucks" is taken from the American classical adventure novel "Jaws", the protagonist is a ship called Starbucks chief officer, he has a strong sense of humor, love coffee, has a wealth of nautical experience. Starbucks logo design comes from the ancient Poseidon stories that most people are familiar with. Homer described in the Odyssey how Poseidon lured sailors into the water to die happily and happily in the sound of ecstasy. Medieval artists portrayed these creatures as mermaids, from which the creatures spread throughout Europe, decorated with roofs and walls of cathedrals. The young twin-tailed Neptune in the Starbucks logo is a medieval deduction. Thus, the legendary name and logo of Starbucks is easy to create an impression in the customer's mind, and from curiosity to eventually turn into goodwill, this associative experience is also the favorite of many Starbucks fans. Starbucks within the elegant and unique human environment, wooden tables and chairs, elegant music, sophisticated coffee making utensils for consumers to foil an elegant, laid-back atmosphere. People who have come to http://www.aliyun.com/zixun/aggregation/12420.html "> Starbucks Coffee Shop will produce some unique experience that we call" Starbucks experience ", These experiences and stories are a shared experience that deserves to be shared with others. Where does the experience take place? Of course, a quality experience is not limited to a chain-store brand with terminal stores, he applies to all, including beer, paper towels,Washing powder, such as fast-extinction products, also applies to refrigerators, watches and other durable goods, and noble luxury. Regardless of which industry which category, to create quality experience is to win the goodwill of consumers is the magic weapon. Experience can come from terminal interaction (like Gado's "You dare shout, I dare to send"), can also be the brand culture relies on the transfer of modern channels (such as Car Club), also may be derived from the product packaging (such as Coca-Cola nickname bottle), of course, also contains high-quality pre-sale, sale, after-sales service. When we talk about a favorite brand, we are talking about the unforgettable experience, the seabed fishing beyond the expected service experience, the supermarket set up in the watermelon shed, and club friends, seated 8 caps to get the toy car and so on, these experiences to let consumers rejoice, this joy is not low price, The blunt brand concept can be replaced. In the past we talked more about the brand's functional interests and emotional interests, in fact, we should add the experience of the brand point of interest, which is vital. Lin Youqing that, the function benefit point lets the consumer be able to recognize the brand, the experience benefit point lets the consumer to have the goodwill to the brand, but the emotion benefit point can establish the formidable brand loyalty. We are familiar with the word experience, but we cannot be as blind to experience as we used to be. We are busy with a lot of work every day, perhaps we can not do every day to convey the brand's functional characteristics, may not be so large advertising volume to communicate feelings with consumers, but we could do every day, is to continue to provide consumers with experience. In fact, the three are not independent, in the experience to pass the brand's characteristics and feelings, is the King of marketing promotion.