Third-rate enterprises sell products, second-rate enterprises sell services, and first-class enterprises sell experience.

First, what is experiential marketing?

Experiential marketing is a way of thinking that redefines and designs marketing from five aspects of consumers' senses, emotions, thinking and actions, and pays attention to consumers' experiences before, during and after consumption.

1. Sensory marketing

Establish sensory experience through sight, hearing, touch and smell. Its main purpose is to create the experience of perceptual experience. Sensory marketing can distinguish companies from products, trigger consumers' purchasing motivation and increase the added value of products.

2. Emotional marketing

Emotional marketing is to touch consumers' inner feelings and create emotional experience in the marketing process, which can be a gentle and warm positive emotion, such as joy, pride and even strong excitement. Emotional marketing needs to really understand what stimuli can cause certain emotions, so that consumers can naturally infect and integrate into this situation.

Consider marketing

Thinking marketing is to inspire people's intelligence and creatively let consumers get the experience of understanding and solving problems. It uses surprises, tricks and temptations to arouse consumers' unified or different ideas.

4. Behavioral marketing

Action marketing is to stimulate consumers through idols and characters such as movie stars or famous sports stars, so as to change their lifestyles and realize product sales.

5. Alliance marketing

Alliance marketing includes the integration of senses, emotions, thinking and action or marketing. By gaining insight into consumers' psychology of wanting to be recognized/liked by others, consumers' preference for brands can be established.

Second, how to improve the experience value?

1. Before consumption

You need to create a sense of expectation before consumers come to you for consumption.

For example, many places will play gimmicks such as "the biggest XX in all XX" and "the first XX in XX city" to make consumers full of expectations.

2. In terms of consumption

When the consumer arrives with great expectations, you should not only meet the expectations, but also give him an "unexpected" surprise, a "wow" moment.

For example, Disney's grand fireworks show before closing the park every day; The shell bags sent by the three squirrels are all creating surprises for consumers.

3. After consumption

When the consumer experience ends and goes backwards, we need to remind consumers of us, talk about us and even help us spread it.

For example, toys and souvenirs with brand words given to children by Haidilao bear consumers' thinking about brands and are also a channel for brands to spread themselves.

Third, how to do experiential marketing?

1. Copywriting should fully mobilize consumer associations.

Product description cannot be listed as a selling point of dry goods, but it is necessary to fully mobilize people's "five senses" and make consumers feel as if they are there. For example, when describing a bottle of perfume, it can be said that "its fragrance is a girl wearing a white gauze skirt, walking by the sea, very clean" or "the smell of the forest after a light rain", so that users can give full play to their association and expect the product before consumption.

2. Enhance users' sense of participation

Online live broadcast can be adopted: for example, the merchants selling pearls do not sell pearls directly, but broadcast live mussels online, using the uncertainty similar to "opening blind boxes" to enhance consumers' expectations and produce "surprises" of good pearls;

Offline can emphasize the "process": instead of selling strawberries, it is better to sell the opportunity to "pick strawberries". Users do it themselves and get emotional value that can't be compared with buying fruit directly.

3. Pay attention to sales methods and channels

The same product, if sold in a stall, may only sell single digits; When you get to the pedestrian street, it may be double digits; When you get to the mall, you may be able to sell three figures;

If limited/joint sales are adopted and sold in unique consumption scenes (such as bookstore-themed/pet-themed tea shops), it will not only increase the "experience" content of products, but also bring better economic benefits to brands.

4. Provide opportunities for "communication"

Consumers have a good consumption experience, they will have the desire to share, so what the brand should do is to help them "share" better. For example, it is also one of the ways to improve the user experience to take pictures by special people when picking grass curtains and send them to users as souvenirs and electronic versions.

Brands can also give interactive gifts to members, so that consumers can actively share this happy experience with people around them.