Excellent brand marketing can not be separated from the emotional needs of consumers

Marketing experts said: from the tide of globalization and trends, the 560 's marketing is the advertising communications marketing era, the 780 's marketing is the positioning of the marketing era (differentiated marketing ERA), the 90 marketing is the era of integrated marketing, 21st century is the era of experience marketing.

Judging from the economic development of each country after World War II, this conclusion can also be drawn. In the United States, for example, the Second World War was just over and there was a generation of baby boomers. In the era of population explosion, any brand manufacturers, as long as they dare to spend large sums of money to advertise, and can use the media mix knowledge to spread, will immediately make the brand well-known. But by the 780 's, with the fierce competition and the initial globalization of the North American enterprises, there are many brands in each segment of the market for consumers to eat and live with, so the brand differentiation becomes very important, because you need to monopolize a certain unique position in the consumer's mind in order to make the brand survive. In the 90 's, the information wave began, consumers received daily information is many times the past, the brand is easily submerged in the tide of information, so you need to use a variety of methods in the target consumers just good access to the place, spread you and other brands of the different. In the 21st century, the world's major countries have basically achieved global integration, the Internet and the popularity of mobile internet, has made consumers have personalized goods too many choices, only through a variety of ways to enable consumers to perceive and experience the essence of brand products and services in order to stand out in the competition.

Baidu Encyclopedia is to give the definition of experiential marketing: experiential marketing means to stimulate and motivate the consumer's senses (Sense), Emotions (Feel) and thinking by allowing consumers to look (see), Listen (Hear), use, participate (participate), etc. , Action (ACT), Lenovo (Relate), and other perceptual factors and rational factors, redefine and design the way of thinking in the consumer's mind, finally let the consumer realize the brand identity marketing way. As early as 2001, Alventovle, author of the global bestselling book hit, The American futurist, pointed out that the next step in serving the economy is to experience the economy, people will create more and more experience-related economic activities, businesses will rely on the provision of experience services to win. The author of experiential marketing, Dr. Boude Schmidt (Bernd H.schmitt), also points out that experiential marketing (experiential Marketing) stands at the consumer's Senses (Sense), Emotions (Feel), thinking (think), Action ( ACT), association (Relate) Five aspects, redefine, design marketing thinking way. This way of thinking through the traditional "rational consumer" hypothesis, that consumers are rational and perceptual consumption of both, consumers before consumption, consumption, consumption after the experience is the key to research consumer behavior and corporate brand management.

Experiential marketing "factor equation"-from "experiential marketing"

For a simple example, there are two vendors selling fruit, a yell: fragrant and sweet red Fuji Apple, not sweet do not want money! The other one is to get you involved, cut the apple off a little piece, let you taste it, you feel sweet and buy it. Which one would you like? believe that most people will choose the second, because you can not only see the Apple fresh appearance, but also directly to eat the apple sweet crisp taste, this is experiential marketing in the fruit stall of the unconscious attempt. In fact, if careful observation, such cases abound, such as Mengniu earlier in the market in South China, in supermarkets and hypermarkets to build a prairie scene in Inner Mongolia, said: We are from the prairie of Inner Mongolia natural milk. At this time, consumers in the promoter's encouragement, to taste the milk poured out, it will feel the natural pasture milk in Inner Mongolia, it really seems to be more fragrant than you drink before, a little more pure. So Mengniu has defeated the local milk brand of several major cities in South China, becoming the milk at room temperature in the local area market boss.

In the current China's market environment, the different brands of products and services are increasingly small differences, must be through the experience of the way to allow consumers to participate, and accept the benefits of the brand. But simply letting consumers experience the benefits of your products and services can only be said to be an interaction that stays at the sensory level of the consumer. The most impressed consumers is the emotion, because only the emotion can be lasting new, also can let the consumer have empathy experience. However, the emotional experience of marketing domestic manufacturers have not used much, people are less impressive.

Domestic Logistics Industry Debont Logistics welcomes its express business on the next anniversary of the opportunity to publish a series of ads. Pettibone Express in order to deepen the brand impression, to enable Yu-Ching's Divine Comedy, "Happy Ode" as a brand image of the theme of advertising music, again lyrics of "You happy?" Express, give it to me! " Not only retains the original song melody relaxed and lively characteristics, more perfect interpretation of the German state Express "professional Express, happy for You" service concept. At the same time, in order to deepen the "Happy Express" brand interactive experience, de Bang also launched the "Professional Express, happy for you," The big action, in addition to Beijing, Shanghai, Shenzhen and other first-line city shock online blue de State Special train chartered, express like the subway as safe, punctual, efficient, the German state courier composed of " Courier teams, but also in the train with the passengers intimate interaction, is a happy fashion style in the network set off a burst of blue whirlwind, show the German state Express "Happy for You" service concept, from the user experience to narrow the distance between the brand and users. This is also Pettibone Express in depth insight into today's urban families in the fast-paced work life pressure, it is difficult to maintain a happy state of mind. So through a number of large city subway advertising, to remind the city's overworked office workers, to maintain a cheerful mood, for a new day is how important. This kind of emotional experience marketing, not only spread the happy gene of the State Express, but also with consumers to produce deep emotional resonance.

From the case of de Bang Express we can learn that, excellent brand marketing activities, must take care of the emotional needs of consumers, and with it to produce a considerate harmonious resonance, and can produce the emotional satisfaction of consumers. Therefore, the highest level of experiential marketing is to convey emotion.