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

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 　　 Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious 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,