In fact , experiential marketing is a kind of behavior, including that enterprises should take into account from the beginning of product development, design and production to provide consumers with the greatest benefit value in every detail of marketing, such as quality excellence, Personalization of packaging, etc., to make customer experience rise to the height of value, complete products and complete experience can provide complete value. That is to say, now it is not only to provide consumers with preferential prices, not only to provide consumers with products, but also to provide consumers with experience. This experience is not provided by you alone, but you provide the stage and create it together with consumers. This experience creates great memories and creates something more.
Mr. Yu Fei, a famous brand marketing expert , believes that the key to experience marketing in small and medium - sized enterprises lies in interaction and participation. To attract users through sharing, resonance, resonance and empathy , they should focus on grasping and carrying out the following tasks :
1. Study the consumption background and pay attention to the overall value of products and services to customers
The value of a product or service is often not easy to be affirmed immediately at the time of purchase , but is often gradually recognized in the experience of customers before, during and after shopping . At this time, the overall experience of customers becomes a factor that increases customer satisfaction and brand loyalty. The key factor. Therefore , marketers should use various means and approaches to create a comprehensive effect to increase the consumption experience , create psychological attributes consistent with the needs of target customers , but also pay attention to social and cultural factors and consider the inherent values expressed by consumption. , consumer culture and meaning of life. Enterprises should pay attention to the communication with customers , explore their psychological needs , examine the value provided by their products and services from the perspective of customers , and tap potential marketing opportunities.
2. Formulate the experience theme , so that customers can truly feel the experience value that the company wants to show
Experiential marketing is a marketing management process involving rigorous planning, organization, implementation and control. Experiential marketing must first set a "theme" around which all products and services should be developed , or at least have a "theme prop" ( for example , some theme parks, amusement parks or a theme-oriented design. field activities, etc. ) , so that customers can resonate in the consumption process. At the same time , establishing a distinctive theme is also the need to establish a differentiated competitive advantage.
3. Design marketing events to stimulate customer experience needs
The customer experience that a company strives to shape should be well-designed and planned , stable and predictable , so customers can know what kind of experience they will get before buying. From the perspective of enterprise competition , the customer experience that the enterprise should provi