Marketing: the highest level of experience marketing is to convey emotion

Core tip: some marketing experts say: from the tide and trend of globalization, marketing in the 1950s and 1960s is the era of advertising and communication marketing, marketing in the 1970s and 1980s is the era of positioning marketing (the era of differentiated marketing), marketing in the 1990s is the era of integrated marketing, and the 21st century is the era of experience marketing Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Paint House News: some marketing experts say: from the tide and trend of globalization, the marketing in the 1950s and 1960s is the era of advertising and communication marketing, the marketing in the 1970s and 1980s is the era of positioning marketing (the era of differentiated marketing), the marketing in the 1990s is the era of integrated marketing, and the experience marketing in the 11th century This conclusion can also be drawn from the context of economic development of various countries after World War II In the United States, for example, just after the end of World War II, people were ecstatic, and there was a generation of baby boomers In the era of population explosion at that time, any brand manufacturer, as long as they dare to spend a lot of money to advertise, and can use the knowledge of media portfolio to spread, can immediately make the brand known to all But in the 1970s and 1980s, with the fierce competition and the initial globalization of North American enterprises, there are many brands fighting each other in each market segment related to consumers' food, housing and use, so brand differentiation becomes very important, because you need to monopolize a unique position in the mind of consumers to make the brand survive But in the 1990s, the information wave began, and the information consumers received every day is many times of the past Brands are easy to be submerged in the tide of information Therefore, you need to use various methods to spread the difference between you and other brands in the places where the target consumers just have access to In the 21st century, major countries around the world have basically achieved global integration The popularity of the Internet and mobile Internet has given consumers too many choices for personalized products Only by letting consumers perceive and experience the essence of brand products and services in various ways can they stand out in the competition Baidu Encyclopedia defines experiential marketing as follows: experiential marketing refers to the redefinition of perceptual and rational factors such as sense, feel, think, act, associate, etc by means of letting consumers see, hear, use, participate, etc And design the way of thinking in consumers' mind, and finally let consumers realize the marketing way of brand identity As early as 2001, Alvin Toffler, an American futurist, pointed out that the next step of service economy is to go to experience economy People will create more and more economic activities related to experience, and businesses will win by providing experience services The author of experiential marketing, Dr Bernd h Schmitt, also points out that experiential marketing redefines and designs the way of thinking of marketing from five aspects: sense, feel, think, act and relate This way of thinking breaks through the traditional assumption of "rational consumers", and holds that consumers have both rationality and sensibility when they consume The experience of consumers before, during and after consumption is the key to study consumer behavior and enterprise brand management For a simple example, there are two fruit vendors, one is shouting: sweet and fragrant red Fuji apple, no money if it's not sweet! The other is to let you participate directly Cut a small piece of apple and let you taste it You can buy it if you feel sweet Which would you like? I believe most people will choose the second one, because you can not only see the fresh appearance of the apple, but also directly eat the sweet and crisp taste of the apple, which is the unconscious attempt of experiential marketing in fruit vendors In fact, if you pay attention to observation, such cases are everywhere For example, when Mengniu entered the South China market earlier, it set up a scene of Inner Mongolia Grassland in the supermarket and supermarket, which said: we are natural milk from Inner Mongolia grassland At this time, with the encouragement of the salesmen, consumers will taste the milk poured out, and they will feel that the milk on the natural pasture in Inner Mongolia is indeed a little more fragrant and pure than what you have drunk before Therefore, Mengniu defeated the local milk brands of several major cities in South China and became the leader of the local market of normal temperature milk In the current market environment of China, the product and service differences of various brands are also becoming smaller and smaller It is necessary to let consumers participate and accept the benefits of brands through experiential methods But simply let consumers experience the benefits of your products and services, it can only be said that this is just an interaction at the sensory level of consumers And the most impressive thing for consumers is emotion, because only emotion can last forever and make consumers feel the same experience However, emotional experience marketing is rarely used by domestic manufacturers, which makes people more impressive Debang logistics, the leader of the domestic logistics industry, launched a series of advertisements at the opportunity of the first anniversary of its express delivery business In order to deepen the brand impression, Debang express uses Yu Chengqing's Divine Song "Ode to happiness" as the theme music of brand image advertisement and re fills in the words "are you happy? Express, give it to me! " Not only retain the original song melody relaxed and lively characteristics, more perfect interpretation of Debang express "professional express, happy for you" service concept At the same time, in order to deepen the brand interaction experience of "happy express", deppon express also launched a big action of "professional express, happy for you" In addition to the blue deppon special train chartered in Beijing, Shanghai, Shenzhen and other first tier cities, which shocked the line, to express that deppon express is as safe, punctual and efficient as the subway, the "express team" composed of deppon express is still specialized The close interaction between the train and passengers, in the form of happy fashion, has set off a blue whirlwind on the network, showing the service concept of "happy for you" of Debang express, and narrowing the distance between the brand and users from the perspective of user experience This is also the root of Debang Express's difficulty in maintaining happy mood under the pressure of fast-paced work and life Therefore, through the subway charter ads in many big cities, it is important to remind the city's tired office workers to keep a cheerful mood for the new day Such emotional experience marketing not only spreads happy gene of Debang express, but also has deep emotional resonance with consumers From the case of Debang express, we can know that excellent brand marketing activities must take care of the emotional needs of consumers, and have a thoughtful and harmonious resonance with them, and can produce emotional satisfaction of consumers Therefore, the highest level of experiential marketing is to convey emotion 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,