No experience Marketing

When we switch from coffee to experience the mellow and lifestyle of coffee, this cup of coffee can be sold to about 30 yuan, if the cost of raw materials, the profit is considerable, Starbucks is doing this "experience." Experiential marketing by looking (see), Listening (Hear), using (use), participation (participate) means to fully stimulate and mobilize the consumer's senses (Sense), emotion (Feel), thinking (think), Action (ACT), Correlation (Relate) and other perceptual factors and rational factors, redefine, design a way of thinking marketing methods. This way of thinking through the traditional "rational consumer" hypothesis, that consumer consumption is rational and perceptual both, consumers before consumption, consumption and consumption after the experience is the key to buying behavior and brand management.

Some enterprises can not like the rational consumers, they may sometimes haggle over the hand is not generous, in short, the consumption behavior is not cool. Can satisfy the enterprise pleasure is those perceptual consumers, their consumption is impulsive type, no hesitation, like to listen to others recommended, more blind, or even because like the brand, just someone recommended it. Two types of consumer form are real, the experience of marketing to bring the "rational sensibility" of consumers, may be able to change this tangle.

In the digital marketing era, we often on Weibo, QQ Group, Forum, friends in the circle to see some sharing, mobile internet appearance, let the behavior of the hand to enlarge, taste good food when you can take a picture, write a little mood, and share to the microblog, you can @ the official microblogging, This spontaneous experience spread is gratifying. The "Mr. Screw", which was popular in the early days of the Weibo era, was so well known, because the fans ' daily appeal to admiring customers accounted for 90% of the store's time. In 2013, the fire of such a shop, it is selling pancakes fruit, for a time to see the major media competing reports. A pancake fruit shop can have 40 million valuations, a pancake fruit can be sold from 4 yuan to 20 yuan, package content changes, dining environment changes, taste is also changing. It was once depicted that in Beijing subway compartment has several kinds of breakfast most smelly, first is the pancake fruit, the so-called "again good perfume also covers a pancake fruit flavor", Huang Taigi the Pancake brand, the Vogue, in the digital marketing age, it embraced the internet, let the word of mouth spread quickly.

Huang Taigi is worth learning in experiential marketing:

1, the content of the creation experience: I heard that the boss is the original 4A advertising company's creative people, so in the storefront furnishings, everywhere is "do not have the ingenuity", the details of the place to see Kung Fu. Shop furnishings, is directly facing consumers, diners see fun things, will be the first time to share micro-bo. In the digital age, everyone wants to be the focus of the circle, news sources, these good "material" is the motivation to share, many diners inadvertently become the business of the obligation to advocate, to share the sea of social media, the shop is popular, in addition to good products, these preparations are the most important.

2, the creation of the experience of the environment: in a pancake shop, but also provide wireless Internet access, at first glance to make people feel incredible. The reason they do this is to create a "share" of the environment and atmosphere, so that people quickly to their "dining experience" quickly share out, passed to their friends. The small storefront, also has the WiFi, eats out the feeling to be able to share everywhere, want to have a good experience, social environment must have, and oneself also want to prepare social media account, open micro bo, micro-letter, if you with literature, or small fresh, watercress Group, station, this can have. Huang Taigi will not only use micro-blog, there are public comments, micro-letters, QQ, MO, almost all forms of social media, they are in use. Especially with the LBS combination of "micro-letter", "Mo Mo" and other instant messaging tools, can be used to order food and push promotional information, very practical.

3. Create an atmosphere of experience: in socialization, there is not enough to create the content of the topic and share the environment, need to actively interact with the user, occasionally bask in interactive text messages, to add a little warmth to users, or to initiate some activities, so that users take the initiative to participate in, such as its official micro-initiated the "largest order" When it comes to mobilizing, sales also grow and kill the birds.

From the case of Huang Taigi, for some entities to do experience marketing business has a good reference value, if some products only do online sales, how to do a good job experience marketing?

In the first half of 2013, Gome Online launched a "Nordic net stone" purification of the air products, with the PM2.5 of public opinion and the current changing environment, this product from the trend is to stand in a favorable position, but the market of similar products too much, how to let consumers know the advantages of this product? How to do this spread, with what kind of content, radiation to what kind of crowd? This series of problems have been made to the creative team, the final team put forward a set of "Experience Marketing" program, through health experts, fashion celebrities, maternal and child reds and other opinion leaders of the trial experience, triggering its fans of the product concerns, in the short term will be the first phase of the store 10,000 products sold

At the beginning of the product listing, Weibo celebrity @ Akon experience the product, and released a microblog, fan reaction hot, exposure 1,416,658 times, 2,725 forwarding, 454 reviews, was praised by 89 people, through the analysis of the comments, mentioned Gome online 19 times, 66 fans have "buy" this keyword, 11 fans ask where to sell, 33 fans for product links, 6 of users or direct purchase, directly affect the user behavior purchase, after "more laughter will be pregnant", "Global Hot List" and other grassroots celebrities have forwarded.

The spread in the micro-blog also with the entertainment creative category of text content dissemination, relaxed humor, but also received a good degree of attention. In addition, the forum selected the Life class plate, such as the 55BBS release of "Rob Building win Award" activities, the end of browsing 44,181 times, participate in interactive response volume of 3318 posts.

After the new round of experience activities, @ Emergency female Superman Yu Yu sent to the Nordic net stone Weibo caused a strong response, forwarding 6,000 more than 4,000, netizens have to seek connections, to seek brand response, for the brand to promote the creation of a large number of potential users. As the dissemination of gome online home page is to promote this product, a netizen in the micro-blog spontaneous response to bring out the Gome online promotional information and brand information, the experience also has other industry celebrities, causing fans to participate in enthusiasm.

Marketing is through a variety of media, including communication (advertising for one), identification, product, joint establishment of brand, environment, website and consumer, stimulate the consumer's senses and feelings, trigger the consumer's thinking, association, and make its action and experience, and through the consumer experience, continuously convey the benefits of the brand or product. Whether it is Huang Taigi, or Gome's Nordic net stone, in this marketing process, experience is an important factor.

Before we implement the marketing action, the establishment of the strategy needs to be prepared, we can be divided into sensory, emotional, thinking, action, relevance-style experience marketing strategy.

1. Sensory Marketing Strategy

Sensory Experience Marketing is the creation of sensory experience through vision, hearing, touch and smell. Its main purpose is to create the experience of perceptual experience. Sensory marketing can distinguish between company and product identification, cause consumers to buy motives and increase the value-added of products, etc. For example, the Huang Taigi pancakes mentioned earlier, through the consumer sharing of food feelings aroused the interest of netizens. For example, the company's washing detergent as an example, its ads highlight the "wild and Fresh" feeling: New Spring tide to bring you the fresh fragrance of the field. The company has done a lot of work to create this kind of fresh feeling, and has achieved very good results later.

2. Affective marketing Strategy

Emotional experience Marketing is in the marketing process, to touch the consumer's inner feelings, create emotional experience, its scope can be a gentle, tenderness of the positive mood, such as joy, pride, and even strong emotion. Emotional marketing needs to really understand what stimuli can cause a certain emotion, and can make consumers naturally infected and integrated into this situation. In the crystal love jelly ad, we can see a pure, lovely, full of happiness on the face of a girl, rely on the boyfriend's shoulder, tasting his gift to her "crystal Love" jelly, even onlookers will feel this "sweet love" experience. We often see a number of fast consumer products of micro-movies, often bring the product of happiness into the story, in the appropriate time to become the main role of love between male and female transmission products, such emotional experience pull, will trigger the user's imitation experience.

3, thinking of marketing strategy

Thinking-style experiential marketing is an experience that inspires people's intelligence and creatively lets consumers get to know and solve problems. It uses surprises, tricks, and temptations to create a unified or different idea for consumers. Apple computers, for example, benefited from this kind of thought-experience marketing in the 1998 imac's success, and they combined the slogan "thinking differently" with "creative geniuses" in many different fields, including black and white photos of Einstein, Gandhi and Ali. In a variety of large advertising signs, wall ads and buses, the scheme is ubiquitous in the print ads. When the ad stimulates consumers to think about the difference of the Apple Computer, it also prompts them to think about their own differences and how to make them a creative genius by using an Apple computer. In addition to technology products, Nike during the Olympic Games "live a great" series of promotion, the same people into the thinking experience.

4. Mobile Marketing Strategy

Action-style experiential marketing is through opinion leaders, actors such as stars, experts, industry leaders, talent and so on to stimulate consumers, so that their life form to be changed, so as to achieve product sales. Just like the previous Gome online case.

5. Related Marketing strategy

The experiential marketing of relevance involves the synthesis of sensory, emotional, thinking and action or marketing. The related marketing strategy is especially suitable for cosmetics, daily necessities and other fields. For example, the domestic millet cell phone, rice noodles to the Millet brand mania, experience, sharing, and even lead to thinking.

Experience makes marketing more persuasive, the feeling is very strong, whether from the senses, or to emotion, or action on the experience, for marketing, experience is powerful beneficial, the force lies in the consumer to produce the next act of impetus, the benefit lies in the formation of the purchase of sales revenue and two share of Word-of-mouth gains. The experience is good, but to understand in place, in the digital age, we can learn Huang Taigi O2O experience mode, can also learn the AOL online Marketing, different strategies to be consistent with their own products, you can take the test first method, in order to optimize the plan in time, truly do not experience marketing!

(Wei Jiadong/Wen Afocus Ling Fox Science and Technology digital marketing deputy general manager Micro Bo @ Wei Jiadong micro-letter: weijiadong2013)