Marketing: experiential marketing induces consumer desire

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? 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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 Jinan yafurui raw materials latest national unified price list daily coating news gossip: no new information of the same kind Taizhou has a natural fashion diatom mud agent? 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