58 innovative plans for marketing

Chapter 31 Experience Marketing Planning (1)
The process of economic evolution has changed from the past agricultural economy, industrial economy, and service economy to the "experiential economy" with the change of consumption patterns. According to Joseph Pinedi, co-founder of Strategic Horizon Consulting Company in Ohio, USA 1998 and James Gilmore pointed out in the July-August 7 issue of the bimonthly "Harvard Business Review" "The Era of the Experiential Economy Is Coming" that the era of the experiential economy has arrived, and it distinguishes the four stages of economic value evolution as goods, Goods, services and experiences.

The so-called experience economy means that enterprises focus on services and use commodities as materials to create memorable feelings for consumers.The traditional economy mainly focuses on the powerful functions, beautiful appearance, and price advantages of products. The current trend is to start from life and situations, shape sensory experience and thinking identity, so as to capture consumers' attention, change consumption behavior, and provide products Find new living value and space.Economic development is closely related to changes in social patterns. With the rapid development of science and technology and the information industry, people's needs and desires, and consumer consumption patterns have also been affected accordingly.

Experiential marketing has the following characteristics:
Focus on the customer's experience, which is the result of a person encountering, experiencing or living through some situations.Enterprises should pay attention to communication with customers, discover their inner desires, and examine their products and services from the perspective of customer experience.

Design, make and sell your product with an experience in mind.When coffee is sold as "goods", it can be sold for 20 yuan per pound; when coffee is packaged as "commodity", a cup can be sold for 100 or [-] yuan; For sale, a cup costs at least tens to [-] yuan; but if coffee can be made into a mellow and beautiful "experience", a cup can be sold for hundreds or even hundreds of dollars.Increasing the "experience" content of products can bring considerable economic benefits to enterprises.

Examine consumption scenarios.Marketers no longer think about a product (quality, packaging, function, etc.) It is also necessary to follow the social and cultural consumption vector to think about the intrinsic values ​​expressed by consumption, consumption culture and the meaning of life.Examining the consumption context allows the way of thinking about marketing to expand its reach by considering all aspects comprehensively, and to enhance its connotation in a wider social and cultural context.Customer experience before, during and after shopping has become a key determinant for increasing customer satisfaction and brand loyalty.

Customers are both rational and emotional.Generally speaking, customers often make rational choices when consuming, but they also have the pursuit of fantasy, emotion, and joy.Enterprises should not only carry out marketing activities from the rational point of view of customers, but also consider the emotional needs of consumers.

Experiences have a "theme."Experience must first set a "theme", and there are many sources of methods and tools.There are many kinds of experience, and there are also various methods and tools of experiential marketing, and these are very different from traditional marketing.Enterprises should be good at finding and developing marketing methods and tools suitable for themselves, and constantly introduce new ones.

Classic look back
The chocolate made by Richart company was called "the most beautiful chocolate in the world" by the British edition of "Vogue" magazine.Richart sees itself as a design company first, and a chocolate company second.Its trademark is completed in an art deco font, and the "A" is specially italicized to distinguish the two words "rich" (rich) and "art" (art).Richart's chocolates are sold in what resembles a fine jeweler's showroom, with the chocolates housed in a glass case and displayed in a wide, bright sales shop.Product lighting and shooting are like exquisite works of art or jewelry in its product promotional materials.The promotional items are made of smooth, thick paper, and its packaging is also very elegant.The chocolate box is glossy white with embossed lettering in gold and silver.A red ribbon seals the box.Box lining is divided into compartments, so each chocolate artwork is placed in its own compartment.For the visual sense, chocolate itself is a feast.They come in beautiful shapes and are decorated with different patterns and decorations (one of the special collections shows a group of charming children's drawings), and special chocolate badges can be produced on request.The chocolates are so valuable that Richart even sells sheet-plate chocolate storage cabinets with temperature and humidity gauges that act like cigar humidors for $650.

Why is the chocolate made by Richart Company called "the most beautiful chocolate in the world"?The answer is obvious: Richart Chocolate has given the onlookers a "visual feast" with rich product designs. Isn't it beautiful?
Skillful touch
The appeal goal of sensory experience marketing is to create a sense of perceptual experience, which is conveyed to customers through sight, hearing, touch, taste and smell.Sensory marketing can be divided into company and product (identification), triggering customer purchase motivation and increasing the added value of products.

thinking innovation
For feeling and experience, the first is to stimulate the senses of consumers, because human senses are composed of hearing, vision, taste, smell and touch, and stimulating their senses is to stimulate these five senses and create memorable feelings for consumers; The second is to mobilize consumers' emotions. The sensory stimulation is actually only a preliminary step. The most important thing is to stimulate people's inner emotions through sensory stimulation, such as happiness, pride, joy, etc., to mobilize their emotional feelings; the third is to promote Consumers think and take actions. Sensory experience marketing is not to impose the concept of goods on consumers, but to guide consumers to think and act, and to experience individual freedom and joy in the process, and then accept products and brands; [-]. It is to form an association that allows consumers to associate products and brands with a wider system (a subculture, a group), thereby establishing personal preferences for a certain brand, and at the same time allowing people who use the brand to form a group.

Practical points
Sensory experience mainly includes the following aspects:
1. Visual experience, attracting eyeballs.In the era of attention economy, eyeballs have become a scarce resource. Products that attract eyeballs in terms of vision are mainly innovative in the following aspects: First, in product design and packaging (such as pop fruit drinks, QQ cars, Kaimi washing Second, in terms of product names and culture (such as Shuijingfang, Jinliufu Baijiu, Chinese Jiejiu, etc.); third, in core technologies (such as Coca-Cola, nano-refrigerators, Bluetooth mobile phones, etc.); fourth, in logos Color matching forms a strong color and visual impact, such as the blue and red colors of Gome, the blue and yellow of IKEA, the blue of IBM, the red of Coca-Cola, the red and yellow of McDonald's, etc.; the fifth is to display at the terminal First, form serialization, occupy effective terminals, and arrange them into "stacks" of different shapes; Sixth, in terms of promotion, through timely switching of promotional beneficiaries, "surprising" in promotional aspects, such as the promotion of liquor, parents drinking to let their children or wives Be a beneficiary of a promotion, etc.

2. Hearing experience, stimulate heartbeat.The purchase behavior in marketing often occurs in an instant. Sometimes, the auditory experience will make you feel spontaneously, such as the "a strong fragrance, a wisp of warmth" of the southern black sesame paste and the sound of its advertising screen, which will make you feel invisible. Recalling the flavor of the countryside in childhood; such as Nokia's "phone ringtone", Intel's unique "sound", and the "sizzling" sound of steak, etc. will all make your memory fresh and give you the feeling of an instant heartbeat.In marketing activities, unique "sounds" can be created in product design, such as the sound of Nongfu Spring's bottle cap opening, unique ringtones of mobile phones, etc.; unique sounds can be formed in the advertising process, such as background music, visualization, etc. (such as the "plates can sing" advertised by Diaopai dishwashing liquid), etc.; the terminal can use sound to stimulate hearing, thereby attracting popularity and stimulating heartbeat.

3. Tactile feeling, immersive.The sense of touch is the most intuitive experience. For example, through the sense of touch and personal experience, consumers can be immersed in the scene, so as to drive their inner desires to generate purchasing behaviors, such as trying on clothes during the process of buying clothes, and test driving before buying a car. .In order to make consumers feel tactile and immersive, it is necessary to let consumers touch the products, get in close contact with consumers, or shape the experience places and terminals.Whether it's IT digital products or furniture, whether it's cars or clothing, it has strengthened the interaction with consumers in terms of touch. Through visual attraction and further personal experience in the senses, consumers can be on the scene and create beautiful Imagination and association stimulate and strengthen their desire to buy, and then promote the generation of buying behavior.

4. Olfactory feeling, tempting heart.With consumers' "sensory fatigue" and enhanced personalization, they have become accustomed to audio-visual stimulation, and the development of new marketing methods around the sense of smell is likely to become an eye-catching bright spot.Olfactory experience can be reflected in product design.

5. Taste experience, resulting in action.Taste experience is mainly produced through free tasting. Generally speaking, it is easy to generate purchase behavior through taste experience.Many foods, tobacco, alcohol, health care products, etc. stimulate consumers to take action through free delivery and on-site tasting. On the one hand, most consumers will buy more or less after free tasting; The product taste can be further innovated in a targeted manner.

Scene reconstruction
1. Scenarios
One time, an Amway salesman showed a customer Amway's shower gel.He took two transparent cups that were half filled with water, and poured a drop of a commercially available product into one of the cups, and dripped Amway's shower gel into the other cup.Then handed the customer the cup dripping with the products on the market, and asked him to shake the cup together, and shake it hard a few times.The salesman reminds the customer to listen to the sound of water in the two cups, which one the salesman is holding has the sound of splashing water, but the cup the customer is holding cannot hear the sound of water; In terms of fineness, the cup he holds has rich and fine foam, while the customer's cup has very little foam and floating solids.The salesman proudly told me that Amway's shower gel is a concentrated product, and one drop is equivalent to 4 drops of products on the market.At this time, the customer asked: How is the detergency of this product?The salesman took a ballpoint pen and drew a watch on the back of the customer's hand, and then gently wiped off the stains on the back of the customer's hand with a bath flower dipped in Amway shower gel. Doubts have been dispelled.After the salesman finished the acid-base test and made a price analysis to the customer, the customer has accepted the product.

Question: What method does the salesman use to get the customer to accept the product?

2. Role simulation
If you are a manager of a home furnishing store, how to highlight the sensory experience of the store?

3. Thinking Enlightenment
What should enterprises pay attention to when developing sensory experience marketing?

4. Physical training games
Props: some paper, some pens.

Number of participants: 8 people.

Method: 8 people were divided into two groups, 4 people in each group.Set a specific scene, and the two groups plan a sensory experience marketing case for a designated product.

Rules: within the limited time, which group's planning plan is perfect and feasible, which group wins.The time is 60 minutes.

Objective: Through games, cultivate game participants' ability to plan sensory experience marketing.

5. Improve plan
Reference answer

1. Situational case: In fact, the salesman guides the customer's behavior process through the sensory stimulation of the customer.Because in people's daily shopping behavior, many consumers will be attracted by the perceptual information on the spot, so the on-site experience will affect people's shopping decisions.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment and answer ideas: feeling and experience need to pay attention to the research of consumers’ psychological needs in market research; pay attention to the development of psychological attributes of products in product development; pay attention to the coordination of overall marketing and let customers experience in the process of marketing management and feelings; shaping the situational terminal and activating the terminal.Because the most intuitive feeling of customers comes from the product terminal, it is necessary to shape the situational terminal and establish the image of the brand in the hearts of consumers.

In the process of terminal design, one is to have a vivid and vivid impression. Since customers are easily distracted and reduced in the face of a large amount of information in the mall, the first impression of product display and display is particularly critical.No matter in the placement of exhibits, lighting distribution or overall layout, a visual "bright spot" and experience center must be formed, and the "words" must be meaningful and clear, so that people can never forget and leave a lasting impression. A deep impression, when you see it again in the future, you will have a fresh feeling in your memory, which will further strengthen the impression.The second is to maintain the continuity and consistency of the style, dynamically adjust it, and keep pace with the times, which is conducive to consumers' psychological cognition and brand building.The third is to keep customers with a clear memory. According to relevant research, from the perspective of the relationship between the nature of the stimulus and the attention and memory, the general image can attract 78% of the attention, while the text is 22%. Objects are more conducive to attracting attention; in contrast, words can evoke 65% of memory, while images 35%, which shows that abstract objects are more conducive to evoking memory.Therefore, when designing various logos, POP and other iconic content, attention should be paid to the comprehensive use and organic combination of images and text. For example, when using print ads, you should try to use the corresponding advertising words, and when using POP, you can choose vivid form in order to achieve the effect of promoting memory.The fourth is vividness and visualization.The all-round experience mode should be used to give people the visual impact and the fun of association. Through all-round experience and feeling, it can inspire customers' thoughts, arouse their curiosity, let them generate associations and form long-term impressions, and then generate purchasing behavior.

Classic look back
It has been 28 years since Coca-Cola entered China. On June 2004, 6, Coca-Cola launched a huge publicity campaign for the Olympic torch relay in Beijing.Coca-Cola, which has many years of experience in Olympic marketing, has closely linked consumers with its brand and products through the Olympic Games.

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