Chinese Style Experiential Marketing Is Popular.

On 03 November, in recent years, our people have already met the basic needs of food and clothing, and then turned to pursue higher spiritual needs. Consumers began to increase some mental consumption, and at the same time, they were more concerned about the comprehensive feelings of consumption. At this time, experiential marketing followed its popularity.

China

Experience in China

1, think experiential marketing is to do well in service or service, that is, experience marketing.

This is not the case. Successful experiential marketing is to provide consumers with a pleasant and deep spiritual experience than products or services. Service and products can only be referred to as means, tools and carriers.

2, experience marketing is only suitable for service enterprises.

This is similar to the above problem. It still believes that experiential marketing is equivalent to service or can only be applied to the service area.

In fact, any type of enterprise can use experiential marketing to pfer the carrier of experience. It is not only limited to services, such as customer experience in product design, experiential design of commodity function, experience layout of purchasing environment, etc., consciously shaping the experience of various links with consumers, and experiential marketing.

3, experience marketing is the patent of large enterprises, the economic cost and the level of operation required are very high, far from the small and medium-sized enterprises.

In fact, the opposite is true. Experiential marketing is a "popular marketing tool" with low investment and high returns. It is especially suitable for small and medium enterprises. Isn't Starbucks just started by a small coffee shop?

4, copy the western theories and apply the experiential marketing theory in the western mature economic environment.

Without considering the difference between eastern and Western marketization and culture, the market returns will be unsatisfactory.

The role of experiential marketing can not be questioned. However, its origins in western developed countries are quite different from those of China in terms of its economic characteristics, cultural characteristics and regional characteristics. Therefore, the practical application of experiential marketing in China should be integrated with the local economic and cultural characteristics, namely, the formation of "Chinese experience marketing", so that it has practical application value.

5, many people say that experience marketing is too weak, even if the operation is only suitable for brand building, there is no direct help for promotional products.

Actually, experiential marketing is not an illusory concept. It is very close to us. It often happens next to us. Let's look at a snippet: a lady saw a very delicate brooch in a boutique. She hurried into the store to buy the brooch.

Because the shopkeeper had asked her for a lot of small change, she had a quarrel with the shopkeeper and went home. How did the lady think of this brooch?

In fact, this simple paction process is a process of passing experience, the product itself is no problem, but because of the unhappiness with the shopkeeper, this lady has a negative shopping experience, and finally this mood is passed on to the merchandise. I think this lady will never go to that jewelry store to consume.

Let's see another scene: a gentleman invited a friend to eat in a Korean restaurant. When he entered the restaurant, he was attracted by the real Korean decoration environment. The Korean service staff used Korean etiquette to receive customers, and the tableware, dishes and music of the South Korean characteristics showed no difference in the characteristics of South Korea.

After dinner, the gentleman thought that this restaurant's dish was the most authentic Korean cuisine.

In fact, the food in this restaurant is no different from the Korean dishes in other restaurants, but this gentleman and his friends have had a good experience, and have added emotional points to the merchandise.

Similar situations with the above two episodic episodic events often happen to us.

If we can consciously control the experience through some skills and methods, making this experience leave a deep and beautiful memory for consumers, like the Korean restaurant in the scenes behind the scenes, it can not only shape the brand, but also promote sales, and vice versa.

Market application of experiential marketing

The French "glazed space" handicraft shop is a typical case of making full use of experiential marketing.

The whole building is decorated with glassware. The 6 small exhibition hall has its own characteristics, including Chinese traditional style, French style, American style and Japanese style. Each exhibition hall is full of corresponding cultural atmosphere. The hue is also divided into warm red, elegant purple, free green, etc. different music and lighting match with each other, giving you a sense of walking into the world and walking through time and space.

In such an environment, commodities are also extraordinarily luxurious and full of cultural atmosphere, which makes it easy for people to have impulse buying desire.

Well dressed service personnel will not chatter to you or recommend, just quietly and naturally standing in a fixed position, the line of sight is slightly downward, giving the guests a full freedom, not to be disturbed to appreciate, choose the space to buy, only when you ask, they will come lightly, elegant and dignified, let people feel that they are part of this hall.

Of course, the price of goods in this shop is also very expensive. A glass lamp with a market price of around 100 yuan is more than 600 yuan here, but you absolutely believe that it is worth the price, it must be different from the similar products in the market, though this is not the case.

In Nara, Japan, there is a very remote hot spring hotel. Although it is in the scenic spot, it is not convenient for the road to go to this hotel for about 30 minutes. This is really very inconvenient for the Japanese city people who are accustomed to taking the car instead of the city.

Can such a hotel be a hot business? Yes, because this hotel has made full use of experiential marketing, which has not only deepened the impression and interest of customers, but also changed the geographical location and the disadvantages of the automobile.

The stone slab road beside the expressway leads to this hot spring hotel. The car is impassable. This hotel decorates a bulletin board with its unique vines at the entrance to the highway. It's a millennium hot spring, a 100 year hotel, a special culture and a hot spring bath. Please go to the Chiba Zhuang hot spring hotel.

Interested passengers can park their cars in specially designated parking spaces on the roadside.

Walking in this green tree surrounded by flowers and birds, flowers and trees on both sides are full of exotic flowers and grass, so that tourists in the city cement forest will have a peaceful mind, and the body and mind will blend into the natural nature of this poem. Every 500 meters, there will be several cane chairs made of cane for tourists to rest. In the front of the fork there will be a local dress villager who guides the tourists and sends some fruit to quench thirst for the tourists. The villagers are actually the staff of the hotel, and also the first receptionist, but the reception method is special.

Gravel road, tree cane chair, Bi spring stream......

The new and pleasant scenery has given visitors 30 minutes' walk. The local customs and dances and the entertaining ceremony have been refreshing.

Delicious food, unique elegant bedroom, in the evening in a comfortable spa bath, when the hotel will also send a beautiful rattan crafts.

All these have left a deep and wonderful experience and memories for tourists. Even after a few years, tourists often talk about it, and then visit the local hotel to stay in this hotel.

Through the above cases, we can see that experiential marketing is not only a patent for large enterprises, but also a marketing tool for low cost and high returns in various types of small and medium-sized enterprises. The key lies in whether you can use it flexibly and be good at digging, because the resources of experiential marketing are in your hands. How to tap and use them depends entirely on your thinking.

Let's look at the practical operation of experiential marketing in China.

Chinese experience marketing operation method

Simply speaking, experiential marketing is a way to enable consumers to directly participate in experience through watching, listening, doing, thinking and so on, so that customers can actually perceive the quality or performance of their products and services and the pleasant emotional experience before buying, buying and buying, and at the same time produce more favorable impression and deep impression on the products or services themselves. In turn, these wonderful experiences will fall on products and brands, so as to achieve a marketing way of consumers' cognition, preference for products and brands, and the purchase and repurchase, or even not a brand product.

It is also a good way for enterprises to narrow the distance from consumers.

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Specific operations can be divided into 4 steps:

1, we first need to choose the target consumers, that is, by positioning, you should distinguish the objects you want to experience marketing activities, and offer different ways and levels of experience to different types of customers. For example, men and women, adults and children experience different ways.

Many enterprises design experience marketing is very simple, for all customers, no crowd segmentation, attempting to take all the men, women and children, but consumers are not buying.

Therefore, it is also important to choose the subdivided group. It is worth noting that in China, education level, economic income and other factors will influence the experience marketing of big cities, high education and high income groups.

2, after the crowd is determined, the target consumers will be investigated in order to obtain accurate consumer information. The objective, real and effective information must be ensured, rather than sitting in the office to infer.

Then we analyze the data and understand the characteristics, needs, concerns, consumption levels and cultural structure of target consumers.

3, on the basis of accurate and detailed consumer data, from the perspective of target customers, we will design and provide the desired, unique and valuable experience for consumers with goods as the medium and service as the means, and at the same time, they will gain substantial benefits.

The key point is to know where the customers' interests and concerns are, and decide what to focus on and what to avoid in the process of experience according to their interests and concerns.

After that, let the target customers experience the most appropriate and convenient way.

4, finally, according to the difference between the industry and the product, we should set a good criterion for monitoring and correcting activities.

After implementing experiential marketing, we should sum up the whole operation of the activity - the rate of return on cost, the place to be improved, the place to be retained, the feedback from customers, etc., so that the next activity can be followed and done better.

4 elements of Chinese experience marketing

Because of its particularity, the Chinese market determines the relative particularity of marketing activities. It is difficult to achieve the overall success by completely replicating the western experience marketing mode. After the author's actual combat summary, the following 4 factors should be noted in the implementation of experiential marketing in China.

1, culture

Cultural differences are an invisible barrier in economic activities.

In China, different cultures can make powerful foreign enterprises in this land collapse, or hesitate to learn and understand China's local culture.

For example, Procter & Gamble, who first came to China, has also suffered a lot of regional cultural differences. At last, it concentrated on studying marketing activities and even product development in China, which fully integrated Chinese culture and defeated the "acclimatization" and achieved great success.

Culture can be said to be the soul of a nation and a country.

With it, your business activities get a favorable position and generate magical power.

Once, I was a tour guide for several American friends in Beijing. When I had to rest, I thought Westerners used to drink coffee. So I searched the location of coffee shops on GPS, but I did not expect a few friends to propose to drink "big bowl of tea".

What are they looking for? A glass of water? No, they want to taste the culture of old Beijing and Chinese culture.

Sadly, when foreign enterprises are struggling to learn and absorb our culture, some of our enterprises are trying to Westernization or "ha" and "ha".

For example, take the name of Japan, Korea or Europe and America, and try to imitate the appearance.

At this time, foreign enterprises are gradually being localized in the Chinese market.

Many foreign enterprises, including some local enterprises, do not experience success in marketing experience in China, because they do not know enough about Chinese culture, which leads to insufficient awareness of consumers' inner cultural consciousness.

We should give full play to national cultural differences, because people can make your business easier to go to the world.

2, interests

Operational experience marketing in China should take full account of the real benefits, because there is still a certain gap between China's economic level and western developed countries. Although gradually developing from the needs of food and clothing to the emotional needs, it has not yet been able to pay too much money for a pleasant experience, of course, referring to the majority of consumers, not all.

Starbucks is difficult to promote in large scale in China, and it can be proved only in Shanghai and other economically developed cities.

Therefore, in China, experiential marketing should be carried out in an advantageous way, so that consumers can enjoy pleasure experience and gain substantial benefits at the same time, so that it is easier to succeed.

In many countries, horse racing is a popular form of gambling. Its popularity is far higher than that of lottery tickets with a lack of participation.

The same is betting. Why do we prefer horse racing? Because this is the power of experience.

For the same activities, we naturally prefer the way to bring pleasure or stimulation to the experience process, and the interest linked experience will make the participants enthusiastic.

This is also why some shopping malls often engage in small interactive games to win gifts, while promoting sales and trial.

3, interaction

The key to successful experience marketing is to interact with target consumers, integrate them into the scenarios you set, and guide them. Otherwise, it's meaningless to entertain yourself.

All marketing ideas should be centered on customers, not only what you can create, but also what customers want, dig and discover the real needs of customers through the surface characteristics of customers, or even a hazy, unclear need for others to awaken.

Lenovo is promoting the "Tianyi" brand computer when it adopts a fully interactive experience marketing mode, allowing users to make the choice in the process of interactive experience.

"Tianyi" notebook at the new experience reception, the international famous bartender carefully deployed 5 kinds of cocktail called "smart", "dream", "touch", "Conquest" and "speed". The 5 distinctive and innovative cocktail, corresponding to 5 personalities of Tianyi new notebook computer, opened up the mystery of five new products, giving participants a fresh and deep impression.

The experience marketing of student products has launched Ronaldinho's help in promoting the "World Cup" in summer.

With the upsurge of the world cup and Lenovo's signing of Ronaldinho, Lenovo has launched a nationwide exhibition tour of Lenovo summer Happy Valley.

The event covered Beijing, Shanghai, Guangzhou, Chengdu and other major cities, as well as nearly 100 small and medium-sized cities.

Activities, Lenovo classic notebook products through exhibition and on-site interactive knowledge quiz, narrowing the distance from users.

Through various forms of interactive experience, Lenovo's "Tianyi" computer has left a deep impression on consumers.

4, unique

The experience should be unique, novel and distinctive, so that we can attract consumers' attention and leave a deep, beautiful experience and recall in today's information explosion.

But we must not ignore the actual market demand for novelty and uniqueness, but still focus on target consumers. Transposition thinking is a good idea.

Integrating existing resources, we should also tap potential resources, give full play to their advantages, and at the same time be good at weakening the weaknesses as unique advantages.

Shanghai has set up a "Dark Restaurant". The whole restaurant is completely dark except for the toilets. The cell phones must be closed in the restaurants. Lighters, fluorescent meters and other items that can be shiny will be collected by the service personnel in the storage area before entering the restaurant. Then the service personnel guided by the infrared night vision service will guide the guests into the dark restaurant.

I have personally experienced, indeed, refreshing and impressive, and I only remember this "Dark Restaurant" in all the restaurants I visited at least two years ago.

It can be said to be a very successful experiential marketing case, of course, the next must be considerate service, special products, etc. as a hardware support for experience marketing, because it is difficult to imagine a unique experience without good product quality and thoughtful service to continue support of the enterprise can be successful.

This is an era of experience. Making full use of the power of experiential marketing can make our products brand like a good memory and brand them in the minds of consumers.