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    Home > Coatings News > Paints and Coatings Market > Marketing: "experience" is the "door-to-door" of paint sales

    Marketing: "experience" is the "door-to-door" of paint sales

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: we often describe several key elements of a brand in this way: unique function, price, packaging, service, experience, convenience, emotional resonance, etc

    Wait a minute

    What is experience? "Experience" doesn't seem to stand out in the middle, and it's not as important

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    When the indoor air is relatively dry, the wall of diatom mud will absorb the water Paint Home News: we often describe several key elements of a brand in this way: unique function, price, packaging, service, experience, convenience, emotional resonance, etc

    Wait a minute

    What is experience? "Experience" doesn't seem to stand out in the middle, and it's not as important

    If someone asks you, "why on earth did you buy this product?" "Why do you choose a brand?" It's really a headache

    Maybe you'll find a reason to put it off

    However, when we calm down and think about it carefully, we may not be able to avoid the importance of a high-quality "experience" for shopping and re shopping

    Its importance may exceed the words we often talk about such as price, packaging, convenience, etc

    When it comes to this, we often give examples of Burger King and McDonald's

    There is a saying that "Burger King is selling a product, and McDonald's is selling an experience..." The taste and quality of McDonald's products are almost the same, but the sales volume of McDonald's is about seven times as that of Wendy's fast food and Burger King

    McDonald's has always tried to create a pleasant dining experience for consumers

    They have effectively marketed and established a strong relationship with young children from emkt.com.cn, which has been deeply affected even when they grow up

    The biggest difference between Starbucks and ordinary cafes is that ordinary cafes sell a cup of coffee, while Starbucks is an experience

    From brand name to logo design, Starbucks is full of association and curiosity

    "Starbucks" is a great white shark, a classic American adventure novel

    The protagonist is a chief mate of a ship named Starbucks

    He is humorous and firm, likes to drink coffee, and has rich experience in navigation

    The logo design of Starbucks comes from the old sea god story that most people are familiar with

    In Odyssey, Homer describes how the God of the sea lures sailors into the water and makes them die happily in the sound of ecstasy

    Artists in the Middle Ages portrayed these creatures as mermaids

    Since then, these creatures have spread throughout Europe

    They have been used to decorate the roofs and walls of cathedrals

    The young double tailed sea god in the Starbucks logo is the interpretation from the middle ages

    As a result, Starbucks' legendary names and logos can easily form an impression in customers' minds, and change from curiosity to favor

    This associative experience is also a favorite of many Starbucks fans

    The elegant and unique cultural environment, wooden tables and chairs, elegant music and elegant coffee making equipment in Starbucks create an elegant and leisurely atmosphere for consumers

    People who have come to Starbucks coffee shop will have some unique experience, which we call "Starbucks experience"

    These experiences and stories are worth sharing with others

    Where does the experience take place? Of course, the high-quality experience is not limited to the chain store brands with terminal stores

    It is applicable to all FMCG products, including beer, tissue, washing powder, durable goods such as refrigerators and watches, and noble luxury goods

    No matter which industry or category, creating a high-quality experience is the magic weapon to win the favor of consumers

    The experience can come from the interaction of the terminal (for example, "if you dare to shout, I dare to send it"), the transmission of brand culture relying on modern channels (for example, Automobile Club), the packaging of the product (for example, the nickname bottle of Coca Cola), and of course, the high-quality pre-sale, in sale and after-sale services

    When we talk about a favorite brand, we always talk about the unforgettable experiences, such as the service experience of Haidilao beyond expectation, the watermelon shed set up in the supermarket, the exchange meeting with club friends, the toy car obtained by gathering 8 bottle caps, etc., which make consumers happy

    This kind of happiness is not the substitute of the low-cost and rigid brand concept

    In the past, we talked more about the functional and emotional benefits of the brand

    In fact, we should add the experience benefits of the brand, which is crucial

    Functional interest point enables consumers to recognize the brand, experience interest point enables consumers to have a good impression on the brand, while emotional interest point can establish a strong brand loyalty

    We can't be more familiar with the word experience, but we can't turn a blind eye to it as we used to

    We are busy with a lot of work every day

    Maybe we can't deliver the functional characteristics of the brand to the consumers every day, or we may not have so much advertising to communicate with the consumers

    But what we can do every day is to continuously provide the consumers with experience

    It is the king of marketing to transmit the characteristics and emotions of the brand in the experience

    We can even say that the experience benefit point is the key to the final sales

    At present, more and more coating enterprises attach importance to consumer experience

    In 2011, bards started experiential marketing

    After that, California coating launched online color matching software and "California dazzle color trial", which marked that the coating industry entered the era of experiential consumption

    Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,
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