长沙在酒店晚上怎么叫服务

Focus on industrial products marketing system for 20 years

Help 162 listed companies长沙在酒店晚上怎么叫服务

Hotline: 400-920-6062长沙在酒店晚上怎么叫服务

Marketing knowledge base

Current location: home page > Marketing knowledge base >Marketing knowledge base

Different brand experience marketing

Click times: 2247 release time: September 7, 2018 14:20:38
Recently, experience marketing From EMKT.com.cn It's very popular, especially after the new retail proposed by Ma Yun, online and offline experience stores have sprung up like mushrooms. However, many brands in the experience marketing practice, "large investment, small return" phenomenon is everywhere, products still can not sell, why experience marketing is not working?

The author thinks that experience marketing itself has no problem, the problem is: how to do different brand experience marketing, learning innovation is very important.

As we all know, experience is only a means of consumer interaction. How to occupy the mind of target consumers? How to truly achieve brand differentiation? Can consumers remember you after experiencing it? These common sense problems are almost beaten down by many brand planning. Many experience marketing often become new product displays, not to mention from the experience of "paying attention to consumers". Of course, consumers will vote with their feet, and it is not surprising that the products are unsalable.

It is gratifying to note that some famous brands have taken the initiative to experience marketing integration innovation and give consumers a fresh look, which is worth praising.

For example, the "resilience Experience Hall" activity held by China Weida brand adopted the integrated marketing innovation mode, which opened up the interactive experience path between online and offline consumers. Offline and RT mart, China's largest store, jointly set up mini flash stores to expand the scope of consumer experience; online and tmall in-depth cooperation to increase the width of purchasing channels and improve brand exposure , and then use the popularity of stars to speed up the spread of brands, and realize the integration of online and offline experience and purchase.

So, how does Vader brand achieve different experience marketing? We know that the homogeneity of tissue is very high, and how to give consumers a differentiated "buy point" in their purchase has become a "difficult point" for Vader brand planning.

A few years ago, Vida brand extracted the "tough" elements from its product and technical advantages, breaking the industry's homogenization barriers and directly following the "pain point" of consumer demand for tissue. After that, the concept of "clear and flexible" has been formed, such as the "clear and flexible" brand concept, which has been the core of the brand promotion.

For this reason, Vader brand flash experience store not only provides "tough" high-quality tissue scenes, but also advocates "resilience" parent-child relationship among Chinese families. Offline, it plans "the experience Hall of Vita's resilient mother story prototype", launches a series of posters, and works together with "Sun Li and you to understand mom's resilience"; online, "tmall super brand day, double 11, big brand storm" and other important nodes, launched a series of resilient products to drive consumers' resilience paper experience, and made use of star effect, from "content, marketing, powder" "Silk interaction" three aspects of power, enabling three-dimensional communication and speed, easier for consumers to experience memory and resonance, so as to achieve marketing effect.   

At present, in addition to more and more homogenization of brands, with the growth of the post-90s and post-00s consumption army, and the rapid development of Internet + technology, mankind has ushered in a new era of "personalization, intelligence, and wealth creation through consumption". The marketing scene has changed, opening a new era of "precision marketing" dominated by consumers.

As we know, experience store is an interactive experience place for brand and precise target group. It is particularly important for us to analyze the data of consumers, including the analysis of consumers' preferences, emotions, culture, personality, behavior and other comprehensive factors, and refining the appeal of the opposite sex brands on business trips, so as to achieve a high degree of integration with the "pain points" of precision consumers, so that the target consumers can actively pay attention to and resonate with To achieve the goal of maximizing experience marketing.

It is a pity that many brands in China are blind and lack of high-level brand planning, and they are not willing to hire experts to check the pulse, resulting in serious unsalable products.

For example, I have just met a friend who has been engaged in the security industry for more than 10 years. In recent years, it has been a good development trend to transform into an online and offline intelligent community platform. Due to his lack of brand strategic planning and experience in establishing experience stores, offline experience stores have no characteristics at all. They are more like intelligent product display experience, and do not know about deep marketing promotion Blind expansion, now facing the problem of capital chain fracture, it is a pity.

On the contrary, experience marketing abroad is in full swing, and many brands are worth learning. For example, the world famous brand IKEA, according to statistics, sold 12 million ice cream last year. Who would have thought that the ice cream in IKEA's experience store was so popular? Many people still don't understand it. They think it's a matter of no concern!

When we further understand that: IKEA is inspired by the theory of "peak end law", IKEA's "peak" is a product of value for money, a practical and efficient exhibition area, a free trial experience and delicious and convenient food. What about the end? It's the one yuan ice cream at the exit. Although we have a lot of unpleasant experiences when shopping at IKEA, for example, we need to go to the whole shopping mall to buy a piece of furniture, look for goods on the shelf by ourselves, and there are few shop assistants. However, consumers have left behind the pleasure of shopping and delicious food, which makes consumers remember deeply. It can be seen that IKEA has a deep foundation in experience marketing research.

Throughout China's brands, experience marketing is still very extensive. For example, for many brand banks, long queues have become a common occurrence. The same is the queuing phenomenon. Why do consumers like Starbucks brand all the time? But why does the queuing phenomenon of banks in China cause serious dissatisfaction of customers? Even the phenomenon of fighting occurred in succession, which seriously damaged the brand image and brand loyalty.

According to the theory of "peak end law", the waiting time of bank customers is also the time when they most hope to get the attention of the bank, which is the "peak" in the "peak end law". When the customer leaves, the smile of the customer service or a cup of coffee may be the "end". It's a pity that the state-owned brand with big money and big fortune has a high "comfort disease" If we don't pay attention to consumers, this kind of consciousness is difficult to change in a short time. Perhaps, the arrival of Internet finance will accelerate the change of this situation. Therefore, only if brand enterprises deeply understand the connotation of "paying attention to consumers" and make different experience marketing innovation, it will be natural for them.

It's like saying, "the future has come.". Experience marketing is a marketing method that has come, and the future development trend is very obvious. In the future, the digital new era is calling for different experience marketing. How to achieve the innovation of combining theory with practice and give brand planning new topics, we have been empowering the dream of China brand power!   

Previous: The leverage effect of Huawei's brand strategy return
Next: In the digital age, don't forget the original intention of brand


All rights reserved Huicp no.09020253-5