Experiential Marketing

From a macro perspective, the arrival of the experiential economy is due to the highly affluent, civilized and developed society. For those who are satisfied with food and clothing or are barely well-off, "experience" is just a luxury. Secondly, from a micro perspective, the rise of experiential marketing is due to the fact that companies have done so well in terms of quality and functionality of products and services that customers have downplayed features and benefits and are pursuing higher-level “features and benefits.” , that is, "experience".

Experiential marketing is to redefine and design the way of thinking about marketing based on the five aspects of consumers’ senses, emotions, thinking, actions, and connections. This way of thinking breaks through the traditional assumption of "rational consumers" and believes that consumers are both rational and emotional when consuming. The experience of consumers during the entire consumption process is the key to studying consumer behavior and corporate brand management. .

When coffee is sold as a "goods", one pound can be sold for three hundred yuan; when coffee is packaged as a "commodity", a cup can be sold for one or twenty yuan; when it is added "Service" is sold in a coffee shop, and a cup costs at least tens to a hundred dollars; but if you can make coffee a fragrant and beautiful "experience", a cup can be sold for hundreds or even hundreds of dollars. bucks. Increasing the "experience" content of products can bring considerable economic benefits to enterprises.

We generally divide experience into five types, but in actual situations, companies rarely carry out single-experience marketing activities. They usually use a combination of several experiences, which is called experience hybrid type. Furthermore, if the experience provided by the company to customers involves all five types of experiences, it will be called a comprehensive experience. Generally speaking, experience can be divided into two categories: one is the consumer's psychological and physical experience alone, that is, personal experience, such as: senses, emotions, and thinking; the other is that there must be related groups The experience that can only be generated by interaction is a shared experience, such as action and connection.

Usually, in order to achieve experiential marketing goals, corporate marketers need some tools to create experiences. We call these tools experiential media. Experiential media as experiential marketing execution tools include: communication, visual and verbal identification, product presentation, joint brand building, spatial environment, electronic media and websites, and personnel.

In addition, the five experience modules have their natural order in use: senses-emotions-thinking-action-relation. "Sensory" attracts people's attention; "Emotion" personalizes the experience; "Thinking" strengthens the understanding of the experience; "Action" evokes investment in the experience; "Relation" makes the experience occur in a broader context significance.

Currently, many companies have made a mess in terms of the quality, features, and functions of their products and services. This will not only fail to bring a new experience to customers, but will instead bring negative experiences and lead to consumer dissatisfaction. Hate, dislike.

In traditional marketing concepts, companies emphasize "products", but consumers may not be satisfied with products that meet quality requirements. Modern marketing concepts emphasize customer "service". However, even with satisfactory services, customers may not be loyal. The future marketing trend will advocate "experience". Only by creating "unforgettable experiences" for customers can companies win the loyalty of users and maintain the long-term development of the company. Some very outstanding domestic companies can directly switch to experiential marketing, but most companies still need to make up for the traditional feature and benefit marketing.

One-to-one marketing

One-to-one marketing mainly belongs to the integrated marketing model.

At present, most businesses are rushing to pursue the superficial "one-to-one" relationship. It is one thing to teach a salesperson to be enthusiastic and considerate. As for truly mastering how to identify, track and communicate with each individual Dealing with customers and then "tailoring" products or services is really another matter.

The core idea of ??"one-to-one marketing" is: focusing on "customer share", interactive dialogue with customers and "customization".

Companies should shift from focusing on market share to focusing on the "customer share" of individual customers. They should pay attention to the share of the company's products among all the products owned by customers, and strive to increase their share of this share.

The purpose of understanding "customer share" is to distinguish customers. "Customer share" can also be called wallet share SOW. We can use the customer's purchase plan in the future and the current wallet share as two-dimensional standards to classify customers into three categories: "those who need to win over", "those who need to be cultivated" and "those who need to be maintained" different stages in order to carry out targeted marketing activities and provide differentiated and customized products and services.

Enterprises should "interact and dialogue with customers." Enterprises should understand individual customers and their consumption habits and behaviors. This understanding is achieved through two-way exchanges and communication.

Enterprises need to be “customized”. If an enterprise wants to implement "customization", it does not need to make major changes to its existing products and production models. The methods that can be adopted include: bundled sales, variable configuration within a certain range, personalized packaging, flexible delivery and personalized after-sales service, payment methods, etc.

At present, many companies may be eager to obtain huge profits from the "one-to-one" learning relationship and forget the basic common sense that a relationship must involve both parties, conceptually converting "one-to-one marketing" into Treated as the equivalent of direct mail order or direct television sales, thus making "one-to-one" a "one-way street."

The implementation of "one-to-one marketing" is based on the profit of customization being higher than the cost of customization, which requires the company's marketing department, research and development department, manufacturing department, purchasing department and There is a strong collaboration between the finance departments. The marketing department must determine the degree of customization to meet customer needs; the research and development department must redesign the product most effectively; the manufacturing and purchasing department must ensure the effective supply of raw materials and the smooth progress of production; the financial department must provide production costs in a timely manner Situation and financial analysis.

Global local marketing

It is a marketing model.

Global marketing refers to the adoption of unified standardized marketing strategies around the world. The premise of application is the similarity of national markets and the advantages of economies of scale. Localized marketing refers to marketing strategies tailored to the different needs of each local market. It is used under the premise that there are large differences in each market. The advantage is that the marketing effect is good, but the cost is expensive.

In marketing practice, companies have found that the global localization marketing model that combines the above two can combine the advantages of both. It is a strategy of "thinking globally and acting locally".

To achieve success in global local marketing, the first and most critical step is to carefully study each market and find out the uniqueness and differences of different markets. However, appropriate adjustments should be made when implemented in different countries to meet the different requirements of each market and capture more markets.

After careful market research, BMW divided customer requirements into three major categories:

1. Equally important to all drivers in each country's market segments Characteristics, that is, requirements that are common across Europe;

2 Standards that are equally important to all drivers in a certain country, thus forming national differences;

3 For all countries Some drivers have equally important characteristics, thus forming different target groups.

Next, BMW adopted three different strategies for the above three categories: providing unified European styles, tailoring clothes to national standards, and individual coloring, which greatly improved the competition of the BMW brand in the European market. force. Later, BMW applied the global localized marketing model to the North American market and the Japanese market, and also achieved great success.

The rapid development of information technology has made the world smaller and smaller, and has also greatly promoted the process of global integration. Integration and diversification determine the timing of global localized marketing strategies. Especially in China, which has a vast territory, a large population and ethnic groups, and uneven economic development in various regions, global local marketing has a tendency to further evolve into national local marketing.

Relationship marketing

Relationship marketing regards marketing activities as a process of interaction between an enterprise and consumers, suppliers, distributors, competitors, government agencies and other publics , the core of corporate marketing activities is to establish and develop good relationships with these publics.

As an enterprise, satisfying the needs of customers is the first condition for survival. However, enterprises must always pay attention to changes in competitors and be one step ahead of their competitors. In the competition with competitors, enterprises must consider their own cost situation and achieve a moderate lead.

Enterprises must constantly study customers’ feelings and behavior patterns. The top and middle managers of the enterprise must “experience the customer’s experience” and realize that the following factors affect customer behavior: employees’ attitudes, the company’s Special events, customer expectations, customer emotions and reactions. Among them, customers' expectations and emotional reflections are external factors, and employees' attitudes and special events are internal factors of the enterprise. For enterprises, external factors can be affected, but only focusing on improving internal factors is the fundamental solution. That is to say, enterprises must have complete systems and processes, have well-trained employees, fully mobilize and meet customer expectations, and correctly respond to customer emotions and reactions. In order to meet the needs of customers to the greatest extent and cultivate customer loyalty in a systematic way. The specific methods are: using informal occasions, using secret customers, and placing representatives to work for customers.

As a manager, you should take some time to listen to the real needs of customers. An informal listening culture should be developed among employees, guaranteed by relevant systems, and a formal customer complaint response system should be established. To achieve this, follow several steps: first, explain to employees the importance of going out to communicate with customers and listening to customers; second, let employees see you communicate with customers at least once a day; third, encourage employees to go out office and visit customers as regularly as possible. Fourth, do something that changes because of listening, so that listening becomes meaningful. Everything becomes a listening cycle: managers decide to listen, discover ways to listen, listen to the behavior, make changes based on the information heard, check the results, and finally return to the decision to listen. Companies continue to understand customers and make progress in the listening cycle.

Chain

When it comes to chain operations, a crucial issue faced by companies is how to replicate and expand their stores and carry forward the successful experience of their own companies. The core factor is that it has a complete cloning function. Chain operations certainly need to copy the enterprise model during the operation process, so as to complete the chain development of the enterprise.

However, how should a company copy its own business model, copy its management characteristics and models, and then apply it to new stores?

I once heard such a thing and was very impressed. The boss and general manager of a domestic chain company personally went to the famous HOMEDEPOT (Home Furnishing Center) in the United States to study for a year. He worked completely from the receiving department, the merchandise department to the customer service department, and even the height and size of the cashier. After measuring it, of course we are not asking everyone to be so detailed. But "Rome was not built in a day." It took decades or even hundreds of years of hardship for foreign-funded supermarkets to develop to their current scale. In the past, our masters were away from home, and we went out to study. Now the chain store chefs have entered our homes and want to "steal our food." Do domestic chain companies give up their market share by giving up China’s hospitality and courtesy? Or should we truly grasp the essence of the chain, make our own business stronger and bigger, and compete with it?

When using this tool, companies should start from the following aspects: first, they must understand their own background, understand their actual capabilities and current situation, and develop their strengths and avoid weaknesses; second, they must leverage the success of the company The experience or the so-called core competitiveness can be summed up, further refined, and standardized management processes of the enterprise can be formulated to facilitate the further development and expansion of the enterprise; then, when the enterprise carries out chain expansion, it must understand the actual situation and adapt to local conditions. Blindly copy.

Brand Marketing

The world-famous advertising master David Ogilvy once explained the brand as follows: "Brand is a complex symbol. It is the brand attribute, name , packaging, price, historical reputation, advertising methods. Brands are also defined by consumers’ impressions of their use and their own experiences. ”

One year ago today, Sweden. The Royal Academy of Sciences awarded the 2001 Nobel Prize in Economic Sciences to three American economists in recognition of their contributions to "market analysis of asymmetric information."

The theory of information asymmetry has expanded a new perspective for us. The phenomenon of information asymmetry is ubiquitous, just like the various famous brand products around us, and the admiration for famous brands also confirms this theory: Generally speaking, in any type of market, consumers are more productive in possessing product information. Both parties are weak; the existence of this phenomenon makes the weak party in the transaction lack confidence in the transaction due to incomplete information. For transactions, this cost is high, and the solution is brand.

When an industry is undergoing a transformation from a seller's market to a buyer's market, the industry's growth mode changes from quantity and scale to quality and efficiency. In this process of change, brand, as an important force, plays a huge role in winning or losing in the market. An influential brand can conquer consumers and gain a larger and larger market share. This phenomenon has been fully demonstrated in the fields of home appliances, clothing and other fields. The future real estate market will also be inseparable from the market competition rules of this brand's victory. . Brand competition is competition with brand image and value as the core. It is a new competitive situation.