Marketing: new strategy of paint marketing: experiential marketing

Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Paint Home News: the paint industry has experienced three stages of terminal sales, each of which has its own characteristics In general, the form of terminal marketing is constantly improving, terminal marketing can more and more move people's hearts, and form a more direct incentive to consumer demand 1、 At the beginning of the development of coating industry in the simple product display stage, there are only products in the store, and most of the coating products in the store are mixed with other products, there is no deliberate placement, and the store is not decorated, "store space + products" is its classic combination mode In this stage, what can impress consumers is the probability of contact between the store or products and consumers and the richness of products So sensitive businesses will increase the variety and design of coating products, not only to show the finished coating products, but also to show the raw materials of coating to gain the trust of consumers 2、 At this stage of visual image display, the merchants have known that the image of paint products is closely related to the image of the store, so they make great efforts to make the store image magnificent, so as to form a difference with other stores At this stage, the manufacturers also began to pay attention to standardization and large-scale production, and the coating products are no longer purely manual manufacturing In the stage of visual image display, the brand began to appear, and the brand image appeared in the store In some places, the prototype of the exclusive store has begun to appear, and its logo is added to the store 3、 After the concept appeal stage of publicity rises to the concept appeal stage, the brand operation of coatings is deeply rooted in the hearts of the people In this stage, the specialty stores become the normal of the coating industry, and the more advanced forms are flagship stores and experience stores At present, the coating industry is in this stage Various exclusive stores and flagship stores display the corporate logo and other symbolic things that can express the corporate culture in a prominent position in the store, and occupy consumers' mental resources with personalized colors and unique corporate culture The core of experience is that value proposition is popular in the experience shop today If a brand does not have its own experience shop, it is "embarrassed to tell others" in the industry In fact, although there are many experience stores, few of them can really let customers experience what the brand wants to express and achieve the purpose of building experience stores Most of the terminal experience stores of enterprises pursue similarity in appearance but ignore similarity in spirit, so that they spend a lot of money, but the effect is not satisfactory The layout of the experience store should include several core elements: core value proposition, spatial layout, product display, atmosphere building, etc Among these elements, especially the core value proposition is the most difficult to realize and the most effective To reflect the core value proposition, experience stores need to be classified and realized according to the target population and product positioning For example, the high-end brand paint shops are aimed at successful people, who are not sensitive to price When they want to install and decorate houses, they usually entrust them to home decoration companies At this time, the real customer of paint brand is actually the designer of home decoration company, not the owner of decoration In this way, the core value proposition of experience store becomes how to get the recognition of designers Of course, many high-end brands simply set up their own design companies to provide customers' needs in place at one time For the middle end brand, terminal experience needs another act to realize the core value Middle end brand consumers often like to do it by themselves, which can not only satisfy their consumption desire, but also save money The consumer group of middle end coating focuses on cost performance, brand credibility, style and sales commitment They have budget and are sensitive to price, so they need to choose products that they can afford among reliable brands At this time, word-of-mouth plays a very important role in sales Therefore, terminal experience should be arranged according to the concerns of this part of consumer groups The terminal experience marketing strategy is in the terminal store We often see that a monopoly store has been in the dust for several years; a flagship store has cut prices every festival, and there is no new idea in the promotion These phenomena are all taboos of experience marketing Paint terminal experience should be carried out from four aspects: store image, brand value, sales performance and store atmosphere 1、 The store image should be the same as the product positioning Most of the paint terminals are store in stores or hypermarkets When decorating the store, it is necessary to express the image consistent with the product through the color and style of the store The paint shop is actually a comprehensive integrated experience store The variety, style, selling point and style of each product need to be planned and coordinated In the process of product presentation, a channel should be deliberately designed with products This channel is the route for customers to enter the store and experience, which must be reasonable The reasonable standard is: after customers walk through this channel, they can see all the samples and have a panoramic view We need to know that each set of coating occupies a certain area, and each set of coating is self-contained, with different styles, functions and demands Through the deliberately designed channels, each set of product combination is displayed incisively and vividly, which not only does not produce the dead corner of waste space, but also enables consumers to fully understand each set of products 2、 Value experience should avoid the misunderstanding of brand image promotion Honesty is a scarce product in the current household building materials industry, and also one of the most concerned aspects of consumers Therefore, the first thing the paint shop needs to solve is the customer's trust Consumers' trust in paint brand comes from their cognition of factory background, strength, production, service cycle and service quality Some shopping guides didn't understand the meaning of it They promoted the brand image as the product value with wishful thinking 3、 In recent years, many coating brands have mixed performance elements in their marketing There is nothing wrong with doing so But the purpose of the performance is to sell If it's just to attract people, it's better to send red envelopes directly to consumers Obviously, performance needs to carry more connotation Sales performance is a series of unique display methods from the beginning of consumers' entering the store, such as standing in the drawer and smashing the panel vigorously These performances are intended to show consumers the quality of products or solve consumers' other questions, not for performance Keep in mind that any sales performance should be with the purpose of solving the problem, to relieve the consumer's psychology of refusing to buy, and, if necessary, allow the consumer to participate in the whole process 4、 Store gas field is the soul of experience marketing Paint terminal store must have gas field To build gas field is to find the soul for store Store gas field is mainly composed of such elements as salesperson's mental outlook, store atmosphere effect, vivid display of products and so on, which can make consumers really feel The store salesmen are the soul of the store atmosphere It is the top priority of human resource work to cultivate the salesmen to be qualified for brand positioning No matter the flow of people is surging or the store is cold, the salesperson can meet the consumers with full spirit, so as to maintain a strong terminal store atmosphere Once a consumer enters a store with a very strong atmosphere, he will be shocked by the atmosphere in the store and accelerate his decision to make a purchase Key words: paint marketing in 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