What is Experiential Marketing?

Experiential marketing refers to fully stimulating and mobilizing consumers' senses, feelings, and thoughts through the means of seeing, hearing, using, and participating. , Act, Relate and other perceptual and rational factors, redefine and design a marketing method of thinking.

Experiential Marketing

Experiential marketing refers to fully stimulating and mobilizing consumers' senses, feelings, and thoughts through the means of seeing, hearing, using, and participating. , Act, Relate and other perceptual factors and

There are many networks formed by the Internet that allow businesses to connect directly with consumers.

1. Customer participation

2. Experience requirements

3. Personality characteristics

4. Experience activities in experience marketing have an experience "theme"

5.Experience marketing pays more attention to customer experience in the consumption process

Due to the complexity and diversity of experience, Bernd H. Schmidt, the author of "Experiential Marketing", refers to different types of experience as strategic experience modules and divides them into five types:

Main strategies of experiential marketing.

The purpose of experiential marketing is to promote product sales. By studying consumer conditions, using traditional culture, modern technology, art and nature, etc. to increase the product's experience connotation, and promote sales when it brings a strong shock to consumers' minds.

Experience marketing mainly has the following eight implementation modes:

Experiential marketing refers to the creation of an atmosphere by an enterprise and the design of a series of events to encourage customers to become one of them to "perform". During the "perform", customers will have a deep and memorable experience because of their active participation. The experience gained yields value to the enterprise. Experience marketing is designed to provide customers with a valuable experience, and strives to meet the consumer's experience needs to achieve the purpose of attracting and retaining customers and obtaining profits.

For the enterprise industry, experience marketing means that clothing companies consciously take service as a stage, and use in-store facilities and products as props. Through careful design, guests can be integrated into it in a personalized way, thereby forming unforgettable events.

In the experience marketing model, the role of the company is to set up the stage and write the script. The customer's role is an actor. The bond of interest between business and customers is experience. Carrying out experiential marketing requires enterprises to deeply observe the psychology of customers and accurately grasp what types of experiences customers need.

Centrino brand communication is based on domestic research results, combined with years of operation in fashion FMCG, and divides experience marketing under the new competitive environment into the following types:

Experience marketing has developed to a certain extent in China, or it has achieved certain success in certain fields and industries. However, China's economic development is very uneven, and agricultural economy, industrial economy, service economy and experience economy may coexist in China. Some very good domestic companies can directly transfer to experiential marketing, and most companies also need to make up for traditional characteristics and benefits of marketing.

1. Lagging of marketing concepts

Most enterprises in China still have many problems in the process of implementing experience marketing. The most fundamental reason is the lag of corporate marketing concepts. The changes in Chinese consumers consumption concepts and the increase in purchasing power have made them no longer satisfied only with the material itself, but more inclined to psychological and spiritual needs. Obviously, the traditional marketing concepts that focus on product features and functions have clearly lagged behind The needs of consumers are no longer adapted to China's economic development.

2. There is a misunderstanding of experience marketing in China

For most Chinese companies, experience marketing is just a conceptual term. In specific implementation, most companies still feel at a loss and still use it as a tactical means in traditional marketing, mainly in the following aspects: On the one hand, in order to increase product sales or brand awareness in the short term, companies use experience marketing As a temporary strategic method, it has been ignored as a strategy for the future development of enterprises; on the other hand, most enterprises only stop the implementation of experience marketing because of the traditional mental model of the organization. Some part of the process, without looking at this new thing from the perspective of system dynamics.

3. Customer engagement is still relatively low

McDonald's, which is about to celebrate the 50th anniversary of the store, has always proudly believed that it is not a product that it provides to consumers, but an opportunity and experience to participate. Although Chinese enterprises have also begun to focus on allowing consumers to participate in the manufacturing process and consumption process of experience, customer participation is still at a relatively low level. Few companies truly engage consumers in the design, manufacturing, and sales of products.

4. Poor product quality

Product quality is the core of traditional marketing. Most products under experience marketing only exist as carriers of experience. Although in the advanced stage of experience marketing, experience even exists independently of the product, however, some Chinese enterprises in the initial stage of experience marketing despise Even ignoring product quality and adopting a method of promoting seedlings to promote development, the results can be imagined.

tcl alliance "qq three kingdoms" once again shot interactive experience marketing

Experiential marketing takes shortening the distance between enterprises and consumers as an important business method, and has become a new weapon for enterprises to gain a competitive advantage. However, experiential marketing is not suitable for all industries and all products. Products can only be used in this way if they have characteristics that are imperceptible and their quality must be determined through use.

Experential Marketing requires companies to redefine from the five aspects of consumer's Sense, Feel, Think, Act, and Re-late. This way of thinking breaks through the traditional hypothesis of "theoretical consumer" and believes that in addition to rational factors such as knowledge, intelligence, and thinking, consumer behavior also includes sensory, emotional, and emotional factors.

The use and introduction of experiential marketing has brought "spring" to China's ERP industry to some extent. In the traditional ERP marketing model, customers just passively accept the concepts and products of ERP companies. The part you want to know yourself is hard to get. Compared with traditional marketing that focuses on the characteristics and functions of ERP products, experiential ERP marketing pays more attention to user experience. These experiences result from the touch of the customer's experiences, feelings, and thoughts. And connect corporate brands and customers. The sensory, emotional, cognitive, and relationship value of the experience will eventually replace the functional value of the product. In addition, experience marketing takes into account the needs of users.

Experiential Marketing is a marketing method that redefines and designs from the five aspects of consumers' senses, emotions, thoughts, actions, and associations. This way of thinking breaks through the traditional assumption of "rational consumers" and believes that consumers are both rational and emotional when they consume. The consumer's experience before, during and after consumption is the key to purchasing behavior and brand management. . For example, when coffee is sold as "goods", it sells for 300 yuan per pound; when coffee is packaged as a commodity, one cup can sell for 25 yuan; when it is added to the service, it can be sold in a coffee shop. However, if customers can experience the aroma and lifestyle of coffee, a cup can be sold for 150 yuan or even several hundred yuan. The real profit for Starbucks is "experience." In the theory proposed by Dr. Bernd H. Schmitt, marketing work is through various media, including communication (advertising is one of them), identification, product, co-branding, environment, website and consumer, Stimulate the senses and emotions of consumers, trigger consumer thinking, association, and make their actions and experiences, and continuously convey the benefits of the brand or product through the consumer experience.