Experiential marketing: Small and beautiful precision marketing case

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What is experiential marketing?

Boude Schmidt (Bernd H.schmitt), in his book Experiential Marketing "experiential Marketing", points out that experiential marketing (experiential Marketing) is the consumer's senses (Sense), Emotions (Feel), thinking (think), Action (ACT), Association (Relate) Five aspects, redefine the way of thinking of design marketing. This kind of thinking way breaks through the traditional hypothesis of "rational consumer", and believes that consumer consumption is both rational and perceptual, and the whole process experience of consumers before consumption, consumption and consumption is the key to study consumer behavior and enterprise brand management.

Experiential marketing model has been adopted by a large number of international companies, with the in-depth development of mobile Internet, small and beautiful experience-type marketing has also sprung up, in different areas to highlight their own characteristics, today with you to share three experience-type marketing cases.

Case one: interfere gir--barber's hair salon established by the United States high-end hairdressing chain

Interfere GIR is a high-end hairdressing chain in the United States, its founder Becky is not a fashion stylist, interfere gir first shop in New York, Becky have no money to hire a good hairdresser but want to attract more girls to the shop to do hair, So Becky came up with a marketing idea: invite the beautiful girls in shopping malls for free to do hair, although the success rate is not very high, but eventually ushered in the first batch of experience users. For beautiful girls, hair is always good to clean up, when the beauty around the friends see their hairstyle changes first will be surprised to say "Wow, your hair is really beautiful!" and ask, "Where did the hair come from?", so interfere Gir's name quickly spread through the girls ' party. Less than six months, Becky with this experience-style marketing quickly set up three stores, now interfere gir already have enough strength to recruit excellent hair stylist, but also developed into a high-end United States hairdressing chain organization.

Case two: dopure--try to wear out of Word-of-mouth marketing

Dopure (Chinese name: Tige) is a cowboy brand from Sweden, "China business newspaper" has used a column to report H&m, Dopure and other Swedish fast fashion brand in China's clothing market report. Dopure first in the cat opened a flagship store, because the product price is higher so in the early days and not many customers. Dopure the use of experiential marketing in the country to carry out a test-wearing activities, Taobao talent, micro-Boda, Beijing 798 inside the singer, the campus chasing the dream of students and so on are dopure free to give the object of jeans. Through the gift, the first batch of users very deep experience to the quality of dopure, so in the network formed a very good reputation, dopure also become one of the few fast-growing cowboy brand. Dopure in experiential marketing focused on a point: to affect which has its own influence, through the experience of marketing to generate Word-of-mouth spread!

Case three: Sweet &d-mousse--the rise of American country pie dessert

Sweet &d-mousse is the United States a main country pie dessert pastry Shop, because the location away from the urban area, S&d opened the shop in the beginning of the use of E-commerce mode, users can not only in the S&D official website to buy cakes, but also through the s& D Purchase on Facebook's homepage. In order to increase influence, S&d deliberately looking for a group of active on the Internet gourmet guests, and then to these people mail s&d dessert, and will write a sincere invitation: "Hello, these are our handmade desserts, I hope you can enjoy, we are very willing to get your professional comments , help us to improve the taste of the product better. "The food-eaters themselves are hot-sharing social lunatics, so diners who receive dessert have spread S&d's product-use experience on social networking sites, and S&d is known by more people over the internet overnight."

Experiential marketing of the first batch of customers, although small, is less, but they bring the brand beauty. Small and beautiful user experience marketing will become more business in the choice of marketing, through the social platform Word-of-mouth spread will make a brand quickly become more familiar with more people.