Free Experience: A Good Means Of Marketing

The saying that there is no free lunch in the world may be changed.

As an important member of 4P, Price has been picked up repeatedly in the process of marketing, and usually has achieved very good results. However, businesses gradually find that the use of price regulation and market activation is no longer as effective as it used to be.

From the price reduction in the era of commodity shortage to the normal use of price means in the market competition after the commodity is abundant, and then the price method is used up, and its marginal utility diminishing and finally becomes free, businesses discover that even free is no longer a trump card.

If consumers are not interested in your products and feel that they are not helpful to them, even if they are free, they are too lazy to reach for it.

In addition to attracting consumers' eyeballs through free gimmicks, and on this basis, earning more profits from other brands' advertising input, more free resources come from the brand itself.

A brand voluntarily provides its products to consumers for free trial, giving consumers access to products and gradually gaining recognition and loyalty to the brand.

However, the process of attraction and communication is not so easy, at least it is not very easy because the product is free.

Brand enterprises need more and more formal and innovative methods to get consumers' attention and put their brand products into the daily life of consumers, and finally get recognition and recognition. This is a difficult process.

When free becomes a habit, what should a brand do to please its consumers?

Experiential advertising marketing

When you stay in a hotel, you find yourself without toiletries, you have not brought your beloved razor, and when you are in the world, there is a well-known brand of trial products in Discovery Inn Hotel. Will you be a little glad and happy, and immediately choose the brand you have never used before?

According to the research of BrandConnection, a professional marketing company, about 40% of the travelers will forget to carry the necessary daily necessities, and about 80% of the consumers will choose to abandon the customary brand and try new goods at this critical moment, and in the case of help, they are also most acceptable to other manufacturers.

The scenes described above actually give birth to a new advertising marketing method, Advertrying or Tryvertising.

As a marketing method sprouting in the United States, Advertrying is composed of two words: "Try" (attempt) and "Advertising" (advertisement), which literally reflects its connotation.

By avoiding the indoctrination and alienation of traditional advertising forms, we try to make potential customers experience the unique products in a trial way.

Advertrying has a lot of precision compared with the way of distributing products for trial in the streets.

Although the form is distributed products, Advertrying is on the basis of in-depth research and analysis of the needs and habits of the target customer groups, through the potential consumers often appear in the place or the right time, very skillfully will try the free goods to the consumer, so that it can get the consumer experience, and ultimately achieve the purpose of advertising marketing.

Because of previous investigation and research work, the commodities offered in the form of Advertrying are usually not rejected, avoiding the embarrassment of "free lunch".

In the United States, BrandConnection, a company that specializes in providing Advertrying marketing services, has emerged.

Since 2001, BrandConnection has helped hundreds of large enterprises such as P&G, Unilever, general motors, Microsoft and SONY introduce more than 470 new products to more than 1 billion consumers.

It is reported that they have recently assisted Johnson&Johnson to deliver the TylenolPM analgesics to the famous hotels and resort hotels in North America within a week. Please try out 1 million target customers and attach warm hints: we know your expectations for this tour and know better about your good night's sleep. Please feel free to try.

The core of Advertrying is to lock in consumer groups and understand the habits of consumer groups.

BrandConnection summarized the experiential advertising marketing for holidaymakers: "send your samples to your target customers, because they are in the most willing to accept, so this experience will be an indelible memory for them.

Your target customers will come into contact with your product when you start your vacation.

During this period, they put their daily necessities at home, so at least 7 days to contact your brand, forming new habits. "

Because the target consumer group is locked, Advertrying delivers much better results than ordinary trial products.

In 2007,

Free brand manager

In the era of extremely rich goods, let their brands enter the consumer's perspective, and then let them recognize that experience becomes the best marketing tool.

In today's buyer led era, the role of price has been fading, and no one is free to use it is the best proof.

If you don't help your life, it's a burden to be free.

So even if it is free, it needs to give consumers a good experience. It should be comfortable, natural and helpful.

The most creative Tryvertising should be BrandButlers, the brand steward, which means that consumers can experience products or services free of charge in the most agile and near life way.

In the process of implementing Advertrying, many brands began to try very diverse and affinity.

Samsung Electronics, which has always been a new leader, is very sensitive to the new marketing method. It has begun to use Advertrying to convey brand information.

It set up a trading hall, called SamsungMobileTravelCenters, at the Kennedy airport in New York and the FortWorth airport in Dallas.

In semi enclosed compartments, a sofa and a socket for mobile devices such as mobile phones or laptop computers, as well as a network connection point, are also equipped with Samsung's latest electronic products, so that passengers can rest and experience their products at will.

In Taipei Xinyi business circle, Samsung opened a 3C quality concept hall, displaying modern style mobile phones, digital cameras, monitors, MP3, LCD TV and other products to facilitate consumers to come to experience.

SampleLab, opened in Tokyo, Japan, is a membership Club specially designed to invite consumers to experience or try new products.

Consumers only need to pay 300 yen registration fee and annual fee of 1000 yen, and you can try all kinds of new products at will.

The layout of the clubhouse is much like that of a supermarket, with merchandise shelves, and specially designed a room for women to try beauty products.

Here, besides trying various products, you can bring 5 products home for trial at a time.

According to the Mel consumer network, who runs the sample lab, they collect customer feedback on new products for their customers through the sample lab, and stimulate people's interest in new products.

The sample laboratory adopts membership system, and customers are asked to fill in a questionnaire about what commodities they have tried. These questionnaires will be sent to those who offer trial products.

Because of the integral system, consumers are happy to fill in the questionnaire.

Customers who visit the sample lab for the first time will pay 1000 yen annual fee and 300 yen registration fee, so that they will get a two-dimensional barcode on their respective phones. The bar code will be scanned once they visit the sample laboratory every time.

New members can only take 5 items home at a time. They fill in the feedback information, and then get rewards through the integral system. The more points they have, the more they can bring home more products.

After accumulating 10000 points in 1 years, they can become intermediate members. Each time they can bring home the trial products to 7, then accumulate 10000 points to become senior members, and bring home products up to 10.

SampleLab is very popular with brands because it can effectively get consumers' experience information.

In addition, Zanussi-Electrolux, a home appliance manufacturer, has been providing free laundry service for the SlovenianRockOtocec festival for many years.

Turkey's diaper brand EvyBaby provides baby dressing rooms and free trial wear for parents of infants in the shopping center.

In China, experiential advertising marketing has also been used in the beverage and health care industry.

For the beverage and health care products industry, which are accustomed to advertising and access resources to improve sales, some small and medium sized brand enterprises with shortage of funds have begun to cultivate the market through the trial of potential consumers and get first-hand market information.

For example, some health care products brands began to abandon the "advertising bombing" mode, instead of holding public welfare activities, such as painting and calligraphy exhibition, etc., locking the potential customers of the middle and old age groups, and distributing products on the scene for experiential promotion and sales.

However, Advertrying can only be said to lock in consumer groups, and can not be locked into individual consumers.

As a result, it had to face its own embarrassment.

Some experiential advertising consumers may not have the ability to spend. They are only free to get free products, and get all kinds of free products related to their daily life. They are willing to experience and be willing to be "white mice", but they can not turn from the probationer and the experiencer to the real consumers.

Brands may eventually find that, as long as they are advertising, some of their money will be wasted, even if Advertrying is an experiential advertising marketing.