Experiential Marketing Can Meet The Individual Needs Of Consumers.

To implement an experiential marketing strategy, first of all, analyze the internal and external situation and marketing mode of your company.

Consider your target customers, including the preferences, behaviors and values of target consumers, as well as their socio-cultural or social subculture, as well as your products, including product quality and function, brand awareness and reputation, and product sales.

At the same time, you should also consider your partner.

And the whole industry.

How can experiential salesmen make use of the experience matrix to match the strategic experience module and the experience media to plan an experiential marketing environment? In order to effectively grasp the value of experiential marketing, we can think about the inner skills of experiential marketing from the following aspects:

Experience should first set up a Chr (34) theme Chr (34), that is, experiential marketing starts from a theme, and all services revolve around this theme, or at least a "theme prop" (for example, some theme museums, theme parks, amusement parks, or theme oriented activities).

Consumers are not only rational but also emotional. Consumption is a kind of overall experience. Functional value is not unique. How to make customers feel, feel, think, act and relate to enterprises and brands is the most important thing.

Consumers are living people who have experience requirements. Consumers want entertainment, excitement, education, being moved and new challenges. Consumption experience is often for the sake of illusion, feeling and pleasure.

The theme of Coca-Cola Fanta's recent promotion is "happy view in Fanta", instead of just emphasizing Fanta's taste, rich gas and other functional interests, but encouraging young people to release pressure from friends, find pleasure, and promote an optimistic attitude towards life.

These "experiences" and "themes" are not random, but experienced marketers have designed them carefully.

If it is "mistake", it should not be said to be an experiential marketing behavior.

Such as in 2004, the Athens Olympic Games, this grand sports meeting, has touched countless people's heart.

Many people in our life are eager to have the chance to participate in such an unprecedented sports meet to experience world-class sports games, but not everyone has this opportunity.

For marketers, this is a good opportunity to create a theme to cater to the psychological needs of consumers.

For example, a direct selling enterprise has planned the theme of "healthy 100 years of age, welcoming the Olympic Games". It has designed a healthy Olympic Games in the form and content, so that customers can experience the Olympic spirit while enjoying the healthy happiness, and promote the theme of health experience. At the same time, they will also achieve their marketing objective -- letting more customers use their products.

We often see this phenomenon in buying.

If a clothing store can't let customers try it on, many customers will leave immediately. When buying a brand computer, if consumers can't try their own performance to feel the quality, most consumers will be skeptical about their quality. If the salesperson is not willing to let customers test the effect, customers will soon go away.

Therefore, for a business operator, providing sufficient customer experience means that more opportunities for communication can be gained from consumers.

The cost of a cup of coffee may be less than a few dollars, but when it is packaged as "goods", it can sell more than a dozen or twenty yuan per cup. When it is added to the "service" and sold in a coffee shop, a cup should be at least tens to one hundred yuan; and if you can make coffee a sweet and pleasant experience, one cup can be sold for hundreds or even hundreds of dollars.

Increasing the "experience" content of the product can bring considerable economic benefits to the enterprise.

As we all know, when going to a good coffee shop for a cup of coffee, hundreds of dollars are not painful at all, but if you drink a cup of coffee in a small shop, you will feel dearly.

Why is there such a big psychological difference between the two? I think this is because the same coffee has different sense of customer experience under different circumstances.

Instead of thinking about a product (quality, packaging, function, etc.), the marketing personnel should learn to create a comprehensive effect through various means and ways (entertainment, store, personnel, etc.) to increase the customers' experience of products and corporate brand; not only that, but also follow the trend of social and cultural consumption to think about the values, social consumption culture and meaning of life expressed by customers.

The experience of customers before, after and after sales has become the key determinant of increasing customer satisfaction and brand loyalty.

This is caused by the serious homogenization of the products. When the function of the products can not be separated, the best way for the brand operators to get the high degree of recognition from customers is to let the customers experience the extension of our products first, and feel good, and the impression of the brand is also good, and the emotional preference is different.

Therefore, if you want the customer to get a good consumer scenario for your brand and let the customer feel that your product brand value is different, we should carefully and carefully treat the consumer experience in every link. As long as there is a link that does not let the customer experience the brand value, the impression of the customer on your brand and its products will be greatly reduced.

Therefore, customer experience experience is the indispensable link between brand and customer relationship in the three links of pre-sale, sale and after sale.