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    Home > Coatings News > Paints and Coatings Market > Marketing: experiential marketing induces consumer desire

    Marketing: experiential marketing induces consumer desire

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: in today's increasingly advanced technology and communication mode, brand managers are also willing to increase the proportion of consumers' full interaction and experience in marketing

    How to make more use of experiential marketing in communication is a subject we need to study

    To induce consumers' desire for experience, first of all, the so-called "experience" refers to people's favorable behavior towards products or brands in response to certain "stimuli"

    Take Taiwan's 85 ° C coffee cake chain 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

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    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: in today's increasingly advanced technology and communication mode, brand managers are also willing to increase the proportion of consumers' full interaction and experience marketing

    How to make more use of experiential marketing in communication is a subject we need to study

    To induce consumers' desire for experience, first of all, the so-called "experience" refers to people's favorable behavior towards products or brands in response to certain "stimuli"

    Take a marketing case of Taiwan's 85 ° C beating Starbucks in the field of coffee cake chain

    The correct experience marketing strategy they adopted only made some minor changes (such as adding tables and chairs in the store, opening all night in the business district, providing 24-hour free service, etc.), and they gained a high sense of identity

    Before the 85 ° C water test, almost no shop would want to make such a small change

    It is precisely because of this that Taiwan's white-collar workers have been "induced" to gradually replace the supermarket with a bakery in order to "buy bread at night"

    How to achieve the "induced" effect, we list the three most common modes of transmission

    Sense: the bathtub of the simplest and most complex Hilton chain hotel has a cute little duck

    The guests can't let it go and take it home to their families as a souvenir

    So the gift that is not sold on the market has become the driving force for the customers to love Hilton Hotel

    It can be seen that from the visual and tactile good feeling, this is the sensory application of "experiential marketing"

    Speaking of this model is actually the simplest, because it is the most direct

    But when it comes to complexity, how consumers' senses are stimulated is really a difficult thing to do

    So this model is usually used in public relations activities, such as large-scale conferences or roadshows

    Of course, this is not in conflict with the theme of the activity, just one of the links or highlights

    For example, to promote sports brands, we can make a projection interactive football in the rest area; to hold a coffee culture lecture, we can make the scene first full of the aroma of coffee and bread, and so on

    Sensory marketing can distinguish brand and product, main line of activities and regional highlights, trigger customers' purchase motivation or increase added value

    Emotion: creating resonance and identifying emotional experience marketing is different from sensory, which is a kind of resonance and identification directly from the inside out, and this is exactly the environment that needs the brand to create for consumers

    For example, Hunan TV's "Happy China" in the past few years has pushed out an emotion and created a response from consumers

    The appeal of emotional marketing lies in the inner feelings and emotions of customers, and the goal is to create emotional experience

    Although it seems to be a very casual thing, there are very strict standards for any production process

    For example, how the service personnel smile, what kind of music is used for external reception, and what kind of situation is used to "create" the degree of good feeling when communicating, etc

    Therefore, from the perspective of communication, emotional experiential marketing, first of all, needs to establish an emotional resonance point, and second, how to regulate these behaviors through a set of standard operating procedures, such as the design process of enterprise VI, but this is more about behavior and emotion, and really understand what kind of stimulation can cause certain emotions, as well as enable consumers to receive them naturally Infection and integration into the situation

    Thinking: at a higher level, communication with consumers is different from the former two

    Thinking experience marketing is based on a higher level, which needs to make consumers associate, arouse customers' surprise and interest in a creative way, focus or disperse thinking on problems, and create cognitive and problem-solving experience for customers

    The leading brands in China are apple and IKEA

    Imagine that when you stroll in the flagship stores of the two brands mentioned above, some impressions emerge in your mind due to their brainwashing for a long time, and you receive humanized services in the comfortable experience hall

    At this time, consumers naturally begin to imagine such thinking as "My Digital convenient life" or "how the future new home will be arranged"

    In this way, the thinking experience marketing of the brand wins

    Thinking experience marketing is very difficult to do, it is difficult to "high level"

    Here, just to create the environment is too much

    First of all, the premise to lure consumers to think is to instill the information advocated by the brand into consumers

    Secondly, in the same marketing environment, the technical content is reflected

    Try to give them a relaxed and easy to think environment, which is easier to detonate

    With the first two, it can be said that the powder has been filled into the consumer's thinking container, and the lead has been installed

    The last step is to wait for the trigger moment

    Therefore, thinking experience marketing has an enlightening effect

    In other words, before consumers pay for their purchases, the treatment they receive is not "instilled", but "interacted"

    It can be seen that experiential marketing is not similar to the rough advertising marketing of brain platinum and Wang Laoji

    First of all, we need to "induce" or "enlighten" consumers' desire for experience, and divide the experience into different experiential forms through some distinctions and standards

    Rather than caring about some special individual experience specimens, it's better to explore the marketing strategy, consider what kind of experience form to provide for customers, and how to fully induce their desire for experience, and create a full sense of novelty for them

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