Thinking from experiential service and the difference between experiential marketing and internet marketing

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Since the author and friends to Guangzhou Ikea private field to understand the experience of marketing services, in a hurry to touch its fur, see some IKEA and different places, but to in-depth learning experiential marketing this new marketing model, despite its long road, but triggered the author of some thinking, What are the similarities and differences between experiential marketing and internet marketing?

As is known to all, experiential marketing is a strong competitor to network marketing, because it pursues a process that allows consumers to know their products in person and try to buy after their own use. This is connected with the network above the words, pictures and video of the two-dimensional effect is a completely different feeling, so in the electronic business increasingly encroach on the traditional market share of the era, experiential marketing is considered to be the best nemesis of network marketing, giving a lot of traditional businesses a break out of the hope of ice.

However, since the development of Taobao in 2004, there have been a lot of traditional business efforts to experience marketing big step, but can make Ikea this effect is very little, why so? Perhaps in experiential marketing, there are some key secrets that are not understood by those who imitate them. On this issue, the author once again came to Guangzhou famous computer city-Pacific computer City to continue to understand experiential marketing, to see what they and Ikea different.

I believe that many friends who like to play computer these years can feel, more and less DIY products, machine class, notebook and tablet computer products more and more, the best location in the computer store is often those digital products occupy, to find DIY products most need to run to the more remote floors. I came to a previous acquaintance of a shop, found above said "because of business needs, has now moved to the 7 floor office, if you need to buy products, please login xxx cat shop" words. Believe that this is the current computer city is a manifestation of the struggling?

As a computer fan who likes to play DIY for more than 10 years, the greatest pleasure is to choose from different accessories to assemble different configurations of computers, and then perform various software evaluations. However, the current situation in the past year or two is that there are more and more people buying computer accessories in the electronic commercial platform of the Cat and Jingdong, and that the number of people who come to the computer store to buy and sell products is getting smaller. After all, computer this product, the most suitable to do experiential marketing-store in a few different configurations of the computer, and then play the same game, The level of the machine immediately show, this is more intuitive than the use of evaluation software, more sense-why originally suitable for the experience of marketing computer products, but now has become a selling point of the power of the electric business?

First, experiential marketing is about experience after marketing, rather than first after the experience of promotion.

Every friend who has visited a computer city should know that whenever he passes the shop, he is surrounded by a bunch of salesmen and asks, "What kind of computer, machine or accessories do you want?" Is this kind of inertial marketing thinking that allows the promoters to encircle customers, This approach will give consumers a feeling: if I am here to understand the experience of products, do not buy from you it seems to be very good for you, then forget it, I still do not experience it. In this way consumers gradually lose the kind of shopping to understand the fun of new products, only a hurry, over time, no special do not come to the computer city of thinking will be branded in the hearts of consumers.

In the private here, consumers can freely experience the function and use of each product, if the text of the introduction is not familiar with, or more detailed questions need to be consulted, so long as he turned to IKEA staff, they will get the answer they want. In other words, in the entire consumer experience product process, IKEA staff will not actively disturb consumers.

At the same time, in some other so-called experiential businesses, when consumers go into the understanding of products, there is often a personal plaster like the staff. Every time consumers try to understand one of these products, they will be eloquent to introduce you to the benefits of the product, and compliment your eyes, make a variety of flattering action, such a experience is bad enough, because the mood of consumers have been interrupted by these staff.

Therefore, in experiential marketing, we see IKEA this successful example created by the atmosphere is to let consumers to experience products, and then do marketing work, rather than first to consumers to promote products, and then let consumers understand products.

Second, experiential marketing and brand-building inseparable.

Why is the relationship between experiential marketing and brand creation not divisive? In fact, this is because for any consumer, they have to believe that a brand of products often need time to accumulate. Apple's products, for example, are popular with people around the world, not so much by the popularity of its ads, but because of the quality of its products. If Apple does not have Apple II's revolution in personal computers in the 70 's, it is unlikely that it would want to explode in the iphone market without the continued development of the Macintosh in the 80, after all, since so many Apple fans have accumulated, The iphone and ipad lead the world in personal communications.

Returning to the successful example of the experience-style marketing of Ikea, we can get a brand-building message that allows casual shoppers to buy Ikea's products. In several floors of Ikea in Guangzhou, whether in the corridor or the corner, or even the staircase, you can see some inexpensive products piled head, and these products are often used in daily life, such as toilet brush, table mat, foot mat, hair doll and so on. Although the price of these things is not high, it seems to be no profit to the merchant, however, consumers can often use, have friends to reflect even a few dollars in the Ikea shopping bag quality is quite solid, then we can think so, in daily life, Ikea has been constantly using these products to consumers to brainwash?

Why is Ikea willing to use small products to create their own brands? At the same time, we again to the computer city to the contrary example, many people call the computer City business as JS, this is actually "profiteers" meaning. Perhaps you would think that this is just a smile, in fact, according to the author for many years to understand the market found that in fact, consumers such a name is not improper, after all, the computer city does occur repeatedly let consumers yaba. The author has also more than once seen how those dealers slash consumers ' wallets, whether small shops or large channel distributors of the stores, they to consumers like a lamb slaughter. Although there are many businesses in the computer store in the conscience of the business, but is that the people have broken the reputation of the computer city, resulting in more and more consumers to transfer to the electric platform to buy products.

For every private, they are willing to cultivate consumer brand concept, is willing to wait for the growth of consumers, and then from the purchase of small products began to accumulate Ieka influence, when the consumer home to create an Ikea style, naturally in the case of the need to first consider to Ieka here to buy bulky goods. As the same can realize the experience of marketing the computer store, but there are such diametrically opposite results, have to say is a kind of regret, after all, from the smallest USB line has been able to play tricks, then to buy a machine or notebook, not much left simpleton can only make people feel good bullying, So it's understandable that the computer store is getting depressed.

Third, the Electronic Business platform virtual experience marketing can be?

Perhaps the idea of virtual experience marketing is a lot of people making fun of it, but do we not need any experience on the electric business platform to buy products directly? If we turn the word experience into another way of thinking, is it not an experience to look at the evaluation data? See the introduction of the product video is not an experience? Is it not an experience to read in the previous chapters when buying Books Online? Although these are two dimensional aspects of the experience, but in fact can bring some experience for consumers.

Case: The author is very fond of playing the battery, but also know that if the battery is connected to the positive and negative, the battery can easily overheat, even melting tin film. So if there is a video on Taobao, inside the people with nails into the battery, although the battery positive and negative has been connected without any spontaneous combustion or explosion, but also can be used normally, then this product is worth buying? It is true that the author did not have the guts to personally experience this dangerous act before buying, But has already learned from the video the security of this battery, after buying it to personally try to discover its result and the video consistent, then the author obtains a very good battery, that this kind of virtual experience marketing way to go?

More and more people like to buy products online, although the price factor occupies a large proportion, however, there are also some factors based on the online purchase can provide another virtual experience, when an electric dealer to introduce a product details, and through the recording of video so that consumers can visually from the two-dimensional image to understand the product, Once consumers find the right needs, they will naturally contact the merchant.

Iv. Summary

The author found that a lot of people like to buy things online part of the purchase reason, because you can understand the products on the network of various specific conditions (function introduction, price comparison, use reviews, etc.). Through hands-on practice at least over the years, the author of the online purchase of the product most of the effect is beyond the imagination, so I am very willing to buy cheap products in this channel.

At the same time, I also like the kind that can let the consumer to experience the product of the physical store, such as Ikea or is located in the bookstore of Swire, this is a pure sense of the Internet to reach a substantial experience model, but also experiential marketing the best place to learn.

When the author controls the experiential marketing and the electric Network marketing, the consumer has gradually resisted the kind of tough marketing, and is willing to be guided by a flexible sales model. Let consumers themselves to understand the benefits of products, so that consumers brewing the kind of strong desire to purchase, so that businessmen from the salesman into a consultant-type sales staff for consumers to consult and guide, perhaps this is why the electric business platform can quickly beat a number of stores is an important reason it.

Electric business platform can not only rely on a price war to occupy market share, because there is no sustainability, price war can play for a lifetime. So how to achieve gorgeous turn, let oneself sell the product to have more value-added, perhaps we can learn some experience from Ikea's experiential marketing mode, and apply them to their electric business platform---------------------------------------