58 innovative plans for marketing

Chapter 32 Experience Marketing Planning (2)
Immediately afterwards, on June 2004, 6, Coca-Cola invested millions of dollars to launch a nationwide promotional campaign with the theme of "Being Happy by Yourself" with four hot super popular idols - Wilber Pan and the popular group SHE.The newly designed packaging graphics, TV advertisements and a series of consumer activities have made the slogan "be happy by yourself" deeply rooted in the hearts of the people.While playing the emotional experience promotion card, Coca-Cola also launched the "Creative Coke DIY" promotion activity in Shanghai together with Levi's Jeans.In this event, consumers can create new packaging for their own Coke bottles.

Zhang Guohua, vice president and marketing director of Coca-Cola China, said that Coca-Cola invited four young stars to be spokespersons, hoping to use them to convey the new generation of Chinese teenagers who are eager to express themselves.Zhang Guohua said: "Coca-Cola has found through market surveys that young people aged 15 to 29 are the core force of consumption in the beverage market. They are not very sensitive to the brand itself, and will only rely on the product's appearance charm and brand characteristics. complete the purchase of a new product or service."

This Coca-Cola emotional promotion is very exciting, and Coca-Cola has also tasted the sweetness it brings.

Skillful touch
Professor Barry Feige from the United States was the first to introduce emotion into marketing theory. He believed that "image and emotion are the source of power in the marketing world. Understand the needs of customers and meet their requirements to build a strategic product. This is the source of your emotions.” Experience marketing does not abandon well-known marketing techniques such as advertising and marketing networks, but it requires companies to encourage consumers to establish emotions with products, and consumers to share emotions with entrepreneurs, and this This emotion must be integrated into society and become an invisible and indestructible force.Emotion is an attitude towards objective things and inner experience when people's needs are met.Consumption activity is a need-satisfaction activity, which is realized through the physical purchase and use of goods.In the process of purchasing and using commodities, consumers will have positive emotions and emotions for products and services that meet their wishes and actual needs, which can enhance consumers' desire to buy and promote purchase behavior.Winning consumers' emotions wins their loyalty, and marketing success starts with people's emotions.For business marketers, the biggest challenge is not just to sell a better product, but to capture the personality and emotional factors of consumers in the marketing plan.

thinking innovation
The influence of emotions and the appeal of the soul are just the power that enterprise marketers can use.The appeal of emotional experience marketing lies in the inner feelings and emotions of customers, and the goal is to create emotional experience.A product that touches an emotion is one that is remembered.Understanding your customers' emotions is what builds your brand and your business.

Practical points
Emotion is critical to all stages of experiential marketing, from product design, manufacturing, and marketing to research and development, and it must be integrated into every marketing plan.Experiential marketing is to reflect this basic point, to find the factors that lead to consumer emotional changes in consumption activities, to grasp the formation rules of consumers' attitudes and how to adopt effective psychological methods in marketing activities to stimulate consumers' positive emotions and promote marketing activities. went well.The most classic is the marketing campaign of "Southern Black Sesame Paste".According to the general routine, black sesame, as a health food, makes a fuss about its nourishing effect in traditional Chinese medicine.But the planners boldly jumped out of this circle, and switched to the marketing appeal of emotional experience, linking "sesame" and "emotion".Thus, "Southern Black Sesame Paste" was a great success.

Scene reconstruction
1. Scenarios
As soon as you step into the lobby of Starbucks, the passionate coffee aroma is the first impression of the coffee flavor left by the coffee. Whether it is freshly ground or made coffee, the aroma is a kind of feeling for you. lure.You are faced with N choices of coffee: what kind of coffee to drink, large, medium and small cups, strong and light? I want to sit down and experience Starbucks' commitment to maximize the taste of every coffee bean, and enjoy a moment of so-called "personal time".

Starbucks has always hoped to let customers experience its emphasis on and pursuit of the "third space".Its cultural taste and artistic style all reflect the starting point of satisfying humanized requirements and customer emotions.This is an important part of the "experiential marketing" strategy module and the purpose of the emotion module.

In the Starbucks chain in China, you can see traces of Chinese cultural traditions.In the store, all western-style sofas and Chinese classical carved tables are put together.Obviously this is the operator's understanding and respect for oriental culture, and it is also fully considering the emotional perspective of Chinese customers to let customers experience Starbucks' humanistic care.

An employee of a foreign company who likes coffee said: "I think Starbucks conveys a kind of thoughtfulness. For example, there is a chess board drawn on the table, and the waiter will provide you with chess pieces. Of course, you can also try to guess when you are bored. anagrams, and you can talk to Starbucks employees who can tell a whole bunch of stories about coffee...”

In short, Starbucks Cafe created a brand new experience with the theme of creating a "third space" for customers.Through contextualization, Starbucks created "thoughtfulness."It is precisely by truly understanding these subtle details that can stimulate customers' inner emotions that Starbucks can use experiential marketing to the extreme and become a classic.

Question: How does Starbucks use emotional experience marketing to serve customers?

2. Role simulation
If you are the boss of a mobile phone manufacturer, how can you enhance the emotional experience of the product when Valentine's Day is approaching?

3. Thinking Enlightenment
What are the objects, goals, scope, and conditions of use of emotional experience?
4. Physical training games
Props: some paper, some pens.

Number of participants: 12 people.

Method: 12 people were divided into two groups, 6 people in each group.Set a specific scene, and the two groups plan an emotional experience marketing plan for a designated product.

Rules: Time is 60 minutes.Within the specified time, which group's plan is perfect and feasible, which group wins.

Objective: To cultivate the ability of game participants to plan emotional experience marketing through games.

5. Improve plan
Reference answer

1. Situational case: Starbucks serves customers by creating a "third space" for customers and satisfying customers' emotional experience.

2. The answer is omitted.

3. Thinking Enlightenment Answer Ideas: Emotional marketing appeals to customers' inner feelings and emotions, and the goal is to create emotional experiences, which can range from a gentle, tender positive mood to joy, pride, or even passion and strong excitement.The operation of emotional marketing requires: to truly understand what stimulus can arouse a certain emotion, and to make consumers naturally infected and integrated into this situation.

Classic look back
In 1998, Apple Computer's iMac computer sold 278000 units in just six weeks after it was launched, so that "Business Week" named the iMac the best product of 1998.The company's chief executive officer (CEO) Steve Jobs said: "Apple has returned to its roots and started to innovate again." Ivey, the designer of the iMac, also pointed out: "Being different is the DNA of this company." The innovation of the iMac is followed by a thought-provoking marketing promotion plan.The scheme, conceived by ad man Crow, combined the slogan "Think Differently" with photos of "creative geniuses" in various fields, including Einstein, Gandhi, Muhammad Ali, Richard Brown Black-and-white photos of Ranson, John Lennon, and Yoko Ono, etc., and print advertisements of the program can be seen everywhere on various large advertising road signs, wall advertisements, and bus bodies.While the ad stimulates consumers to think about what makes an Apple computer special, it also prompts people to think about what makes them different, and how using an Apple computer makes them creative geniuses."Thinking differently represents the spirit of the Apple brand, because passionate creative people can make the world a better place," said Jobs. "Apple is determined to make the best tools in the world for creative people everywhere."

From the case of Apple, it can be seen that thinking experience marketing emphasizes that customers can think rationally through experience, so as to purchase products.

Skillful touch
Thinking about experiential marketing appeals to intelligence, causing customers to concentrate or disperse their thinking on problems, and to create cognitive and problem-solving experiences for customers.

thinking innovation
For high-tech products, the scheme of thinking about experience activities is commonly used.Think marketing has also been used in product design, promotion and communication with customers in many other industries.

Practical points
In the process of thinking experience marketing, consumers participate in some thinking, enlightening wisdom, creative understanding and problem-solving experience, just like being in some models and scene atmosphere created by high-tech products, thinking about all the novelty, reality or future The magic and charm of the weird or unknown world make consumers deeply feel the beauty of high technology.

Scene reconstruction
1. Scenarios
Starbucks' "hometown" in Seattle has teamed up with Microsoft to bring wireless broadband network technology to every Starbucks store.As you can imagine, customers will be able to use their own wireless-enabled laptops, smartphones, Pocket PCs and other portable devices to hook into broadband content and services while sipping a cup of Starbucks coffee.At that time, a fashionable, cutting-edge and intelligent factor was added to the image of Starbucks.This approach is precisely to introduce high-tech ideas to arouse customers' thinking.

Its starting point is to provide convenience to customers, that is, to create a problem-solving experience for customers.

Another idea of ​​Starbucks is to open Starbucks into bookstores.In the United States, Starbucks often cooperates with some big bookstores, which is not only its unique mode of operation, but also shows its cultural taste.People who visit bookstores will naturally take a book, ask for a cup of coffee and read slowly, and finally decide whether to pay for the book.Starbucks uses this way of thinking and marketing to attract the interest of customers to achieve communication with customers, which is both invisible and coincides with its "third space" positioning.

Question: Starbucks cooperates with Microsoft and bookstores, which reflects its strategy.

2. Role simulation
If you are a manufacturer of a smart toy, how can you maximize your thinking experience in your product?

3. Thinking Enlightenment
As a consumer, is it emotional or rational when thinking about experiential marketing?

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

Number of participants: 6 people.

Method: 6 people were divided into two groups, 3 people in each group.Set up a specific scenario, and the two groups respectively write a thinking experience marketing plan for a specified product.

Rules: within the specified time, which group completes the plan is perfect and feasible, and which group wins.

Purpose: To cultivate the ability of game participants to plan and think about experience marketing through games.

5. Improve plan
Reference answer

1. Situational case: It embodies the strategy of using thinking experience marketing.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment answer ideas: In fact, as consumers, they are still very emotional in the stage of sensory stimulation and emotional stimulation, but at this stage they are already very rational.They also have their own independent thinking and judgment ability.

Classic look back
A famous watch shop in Switzerland attached a small card to one of its famous Swiss watches, which stated that after 400 years, come back to the store to adjust the year.Its implication is to explain the long life and high quality of this famous Swiss watch, even if it is regarded as a "family heirloom", it is not an exaggeration.Unlike ordinary electronic watches, although they have the function of automatically adjusting the year for 400 years, who would think that electronic watches can be stored for such a long time?

It is not difficult to see from the case that the watch shop conveys the value of the product with the meaning of "association".

Skillful touch
Affiliate marketing includes sensory, emotional, thinking and action marketing.Affiliate marketing goes beyond personal feelings, persona, personality, plus "personal experience" and relates to an individual's ideal self, other people, or culture.

thinking innovation
In fact, association is the combination of senses, emotions, and appropriate actions. The appeal of association activities is a personal desire for self-improvement, to make others feel good about oneself, to associate people with a wider social system, and to establish An individual's preference for a certain brand, and the people who use that brand form a group.

Practical points
Relevant experience is a higher-level and deeper-level experience type. In addition to creating sensory, emotional, thinking and action experience levels for customers, it also needs to create a rich and sublimated associative experience for customers, so that Connect people to the wider social system.

Scene reconstruction
1. Scenarios
Harley-Davidson USA is a great associated brand.Harley represents a way of life, from the Harley-related merchandise on the motorcycle itself to the Harley tattoos on the bodies of enthusiasts, consumers regard Harley as part of their identity.Harley's web page gets to the heart of the matter: "Suppose time paints a picture—a picture that represents your entire life on Earth. You need to ask yourself what kind of person you've become? A look The pale guy who hustles around in the office with a computer all day? Or the adventurous guy in a cool suit on a Harley? You can choose, but decide quickly. Everyone's life as time goes by The scrolls are all taking shape."

Question: How does the associated experience of Harley motorcycles touch customers?
2. Role simulation
If you run a children's toy store, how can you use the associated experiential marketing method to achieve a higher level of marketing?

3. Thinking Enlightenment
After studying this section, how do you understand associated experience marketing?
4. Practical training games
Props: some paper, some pens.

Number of participants: 18 people.

Method: 18 people were divided into two groups, 9 people in each group.Set up a specific scenario, and the two groups write a related experience marketing plan for a specified product.

Rules: Time is 90 minutes.Which group's plan is perfect and feasible within the specified time will win.

Purpose: To improve the associated experience of the product.

5. Improve plan
Reference answer

1. Situational case: By depicting two distinct scenarios to guide the customer's personal desire for self-improvement, the process of touching the customer is completed.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment and answer ideas: Affiliate marketing redefines and designs the way of thinking in marketing from the aspects of consumers' senses, emotions, thinking, and actions.This way of thinking breaks through the traditional assumption of "rational consumers", and believes that consumers are both rational and emotional products when they consume. The key to corporate brand management.

(End of this chapter)