What is the specific explanation of experiential marketing?

The arrival of the era of experience economy has a far-reaching impact on enterprises, the most important of which lies in the marketing concept of enterprises. As Dr. Bernd H.Schmitt pointed out in his book Experiential Marketing, experiential marketing is embodied in the sense: consumers' feelings, emotions, thinking, actions and relevance. This way of thinking breaks through the traditional assumption of "rational consumer" and holds that consumers are both rational and emotional when they consume, and the experience of consumers before, during and after consumption is the key to study consumer behavior and corporate brand management.

Characteristics of experiential marketing

Focus on customer experience

Experience is the result of a person experiencing, experiencing or living in certain situations. Enterprises should pay attention to communication with customers, explore their inner desires, and examine their products and services from the perspective of customer experience.

Design, manufacture and sell your products under the guidance of experience.

Coffee is sold as a "commodity", and a catty can sell 300 yuan; When coffee is packaged into "goods", a cup can sell for one or twenty dollars; When it joins the "service" and is sold in a coffee shop, a cup costs at least tens to 100 yuan; However, if coffee can be made into a mellow and beautiful "experience", a cup can be sold for hundreds or even hundreds of dollars. Increasing the "experience" content of products can bring considerable economic benefits to enterprises.

Test consumption scenario

Marketers no longer consider a product (quality, packaging, function, etc.). ) exist in isolation, but create comprehensive effects through various means and channels (entertainment, stores, personnel, etc.). ) to increase the consumer experience; Not only that, but also follow the social and cultural consumption vector (SCCV) to think about the inherent values, consumption culture and the meaning of life expressed by consumption. Examining the consumption situation and comprehensively considering all aspects in the way of marketing thinking, it is possible to expand its extension and enhance its connotation in a broader social and cultural background. Customer experience before, during and after shopping has become a key determinant to improve customer satisfaction and brand loyalty.

Customers are both rational and emotional.

Generally speaking, customers often make rational choices when spending, but they also pursue fantasy, emotion and joy. Enterprises should not only carry out marketing activities from the perspective of customer rationality, but also consider the emotional needs of consumers.

Experience should have a "theme".

Experience needs to set a "theme" first. It can also be said that experiential marketing starts from a theme, and all services revolve around this theme, or at least a "theme prop" (such as some theme museums, theme parks, amusement areas, or a theme-oriented design activity). These "experiences" and "themes" do not appear at random, but are carefully designed by experiential marketers. If it is formed by mistake, it should not be said to be experiential marketing behavior. The experiential marketing I am talking about here requires a series of management processes such as strict planning, execution and control, not just formal conformity.

Methods and tools come from many sources.

Experience is varied, so are the methods and tools of experiential marketing, which are very different from traditional marketing. Enterprises should be good at discovering and developing marketing methods and tools that suit them, and constantly introduce new ones.

In this section, the editor experiences the strategic basis of marketing.

The strategic basis of experiential marketing: the experience of strategic experiential module is complex and diverse, but it can be divided into different forms, each of which has its own inherent and unique structure and process. These experience forms are created through specific experience media and can achieve effective marketing purposes. Bernd H.Schmitt called these different forms of experience strategic experience modules (SEMs) to form the framework of experience marketing. The following will introduce five different strategic experience modules:

Feeling (feeling)

The goal of sensory marketing is to create the feeling of perceptual experience through sight, hearing, touch, taste and smell. Sensory marketing can be divided into company and product (identification), which can arouse customers' purchasing motivation and increase the added value of products. The chocolate made by Richart is called "the most beautiful chocolate in the world" by British Vogue magazine. Richart first positioned itself as a design company, and then as a chocolate company. Its trademark is finished with artistic decorative fonts, in which the "A" is particularly italicized to distinguish the words "rich" and "art". Richart chocolates are sold in the showroom of a similar exquisite jewelry store. Chocolate is packed in a glass box and displayed in a spacious and bright shop. After being polished and photographed, the product is like a delicate work of art or jewelry in its promotional materials. Promotional products are made of smooth and thick paper, and their packaging is also very elegant. The chocolate box is smooth white with gold and silver embossed characters. The red ribbon sealed the box. The inner lining of the box is divided into squares, so each chocolate artwork is arranged in its own compartment. For vision, chocolate itself is a feast. They have beautiful shapes and are decorated with different patterns and colors (some special product series show a group of charming children's paintings). Special chocolate badges can be made according to customers' requirements. These chocolates are so valuable that richart even sells a thin chocolate storage cabinet with a thermometer, just like a cigar humidifier, which costs $650. Schmidt used the Hilton Hotel Chain as an example. A small way is to put a cute duckling in the bathroom. Most guests can't put it down and take it home as a souvenir for their families. So this kind of gift that can't be sold in the market has become the driving force for customers to like Hilton Hotel (of course, other facilities and services of Hilton Hotel are also first-class), which has created a good reputation. This is the application of experiential marketing (both visually and tactically). In addition, when shopping in the supermarket, you will often smell the toast specially produced in the supermarket, which is also a sensory marketing method (smell).

Feel (feel)

Emotional marketing appeals to customers' inner feelings and emotions, and the goal is to create emotional experiences, which can be gentle and positive emotions, or strong excitement of joy, pride and even passion. The operation of emotional marketing needs to really understand what stimuli can cause certain emotions, so that consumers can naturally infect and integrate into this situation. Singapore Airlines aims to bring happiness to passengers and create a new take-off experience. The company has set strict standards, requiring flight attendants to smile and make happiness manuals, and what kind of music and situations are needed to "create" happiness. By providing excellent customer service, Singapore Airlines has become one of the top ten airlines in the world and one of the most profitable airlines. On the other hand, domestic enterprises have not yet formed practice in experiential marketing, but there have been some successful cases in marketing practice with emotion as the appeal point. The phrase "Confucius' family wine makes people homesick" makes the wanderers miss their parents and their hometown infinitely. Let customers feel homesick during the consumption process. As the saying goes, there are many friends, the road is easy, and friendship lasts forever. The slogan of "drink a glass of green wine and make a friend", aged Guizhou green wine, allows you to have a "friendship" experience when entertaining guests and friends. A pure and lovely girl, with a happy face, snuggled up to her boyfriend's shoulder and tasted the "crystal love" jelly he gave her. Even onlookers will feel the experience of "good love". (love)

Thinking (thinking)

Thinking about marketing needs is intelligent, which can arouse customers' surprise, interest, centralized or decentralized thinking about problems in a creative way, and create cognitive and problem-solving experiences for customers. For high-tech products, thinking activities are widely used. In many other industries, thinking marketing is also applied to product design, promotion and communication with customers. 1998 apple computer company sold 278,000 iMac computers only six weeks after they went on the market, so that Businessweek rated the iMac as the best product in 1998. Steve Jobs, CEO of the company, said: "Apple has returned to its roots and started to innovate again." Jonathan Ive, the designer of iMac, also pointed out: "Being different is the gene of this company". The innovation of iMac is followed by a thought-provoking marketing promotion plan. The program was conceived by the advertiser lee clow, and the slogan "Think Different" combines "creative geniuses" in many different fields, including black and white photos of Einstein, Gandhi, boxing champions Ali, richard branson, John Lennon and Yoko Ono Lennon. In all kinds of large-scale advertising signs, wall advertisements and bus bodies, the print advertisements of this scheme can be seen everywhere. This advertisement not only stimulates consumers to think about the uniqueness of Apple computer, but also urges people to think about their own uniqueness and make themselves creative geniuses by using Apple computer. "Thinking in different ways represents the spirit of the Apple brand, because people with passion and creativity can make the world a better place," Jobs said. Apple decided to make the best tools in the world for creative people all over the world. "

action

The goal of action marketing is to influence the physical experience, lifestyle and interaction of the body. Mobile marketing enriches customers' lives by increasing their physical experience and pointing out alternative ways of doing things, alternative lifestyles and interactions. The change of customer's lifestyle is exciting or spontaneous, and it may also be caused by idol characters (such as movies, videos, singers or famous athletes). ). Nike sells more than1.600 million pairs of shoes every year. In America, almost every two pairs of shoes sold are Nike's. One of the main reasons for the company's success is excellent "just do" advertising. It is a classic of action marketing to often describe the famous basketball player Michael Jordan in sports and sublimate the experience of physical exercise.

Association (correlation)

Alliance marketing includes sensory, emotional, thinking and action marketing. Alliance marketing transcends personal feelings, individuality and individuality, and adds "personal experience", which is related to an individual's ideal self, others or culture. The appeal of related activity cases is an individual's desire for self-improvement (for example, wanting to be related to the future "ideal self"), and asking others (for example, a person's relatives, friends, colleagues, lover or spouse, family) to feel good about themselves. People are associated with a wider social system (subculture, group, etc.). ), so as to establish personal preference for a brand, and at the same time let people who use the brand form a group. Alliance marketing has been used in many different industries, such as cosmetics, daily necessities and private transportation. Harley-Davidson locomotive in America is an excellent related brand. Harley is a way of life. From the motorcycle itself, Harley-related products to Harley tattoos on fans, consumers regard Harley as a part of their identity. Byrd Schmidt also mentioned a small card attached to a Swiss watch as an example: the watch shop attached a small card to one of the Swiss watches, which said that it would come back to the store to adjust the running year after 400 years; Its moral is to explain the longevity and excellent quality of this famous Swiss watch, even though it is regarded as a "family heirloom". Unlike ordinary electronic watches, which have the function of automatically adjusting the running year for 400 years, who would have thought that electronic watches could be kept for that long? The watch shop conveys the value of goods with the meaning of "Lenovo".