What is Experiential Marketing? What is the role and significance of experiential marketing?

1.Quickly increase sales and increase foot traffic.

During the experience activity, the experience product** will be reduced, and the user will snap up the purchase according to the experience price, so that the number of users will increase, and the user's purchase rate will also be improved. The daily sales and the inventory of the warehouse or Wufan products can effectively solve the problem of surplus or insufficient products.

2.Gather feedback after user experience.

That's the most important part of the experience. In the long run, it's even more important than the turnover on the day of the experience. After the experience, the high-quality opinions given by users should be summarized, which are conducive to the development of the company and the improvement of products.

3.Improve user confidence and enhance user trust.

The increase in the sales of the company's products will help users trust and purchase confidence in the quality of the orange products. The increase in product sales will also improve the credibility of the product, and the experience activities will be shared, which can increase the authenticity of the product and make people more convincing and attractive after experiencing the product.

4.Experiencers can help you promote your products.

When doing experience marketing activities, not only do you attract a large number of potential users, but also allow these experiencers to unconsciously help you promote your products, and these users are likely to be guided by you to grow up users or propagandists.

5.Good reputation to create a corporate image.

Drive sales with experience activities, attract consumers with brand image, let users experience your low-quality products, and establish a good brand image. In the social circles of netizens and major forums, your product will be discussed, so that more users know about your product, which can help you improve the reputation of your product.

6.Reduce the cost of promoting your brand.

Using products for experience activities is an efficient marketing means for both promotion and marketing. Enterprises only need to use excess products to do experience marketing activities every month, which can not only achieve promotion, but also achieve the purpose of marketing, and can reduce the cost of goods accumulation and advertising.

Experiential selling is selling through experience, allowing your customer to experience your product for himself, and to introduce the product to other customers while he has experienced it. So how much do you know about experiential selling? Here's what I put together on what experiential selling is, I hope you enjoy it!

Due to the intensification of market competition and the acceleration of technological updating, the products and services provided by different enterprises in the same industry are becoming more and more homogeneous, resulting in more and more challenges in sales

First, low-price competition cannot guarantee the quality of service. Homogeneous market competition, the differentiation between the products is getting smaller and smaller, and the level of service is getting closer and closer, at this time, the focus of competition tends to focus on the first - to reduce, and eventually fall into a vicious circle, in the case of a very low level, it is impossible to ensure the quality of service;

Second, as technology and demand change accelerates, the need for speed and flexibility increases.

Third, users pay more attention to "experience". When services also fall into homogeneous competition, the trend of competition has changed from focusing on "results" such as products, services, and programs to paying attention to "results plus process", in fact, focusing on "process" is also focusing on "experience".

In the era of industrial economy, the product is the main profit, the product is done well, delicate, durable, and sold well, the service at this time is incidental, and the service is not "valuable". With the increasing attention to service, the service itself has begun to be "valuable", and the product has gradually evolved into a platform for providing services, so that enterprises can make money by providing more services, and service is the main feature of the "service economy". When the service economy develops to a certain extent, the difference in services becomes smaller and smaller, and "experience" becomes the key to winning the competition

The service becomes a platform for delivering experiences.

First: Try to let the customer speak when you can't understand the real problem of the customer.

Ask more questions, with a curious mentality, and give full play to the spirit of getting to the bottom of things, so that customers can complain more, ask more questions, and understand the real needs of customers.

Second: Agree with the customer's feelings.

When the customer finishes speaking, don't ask a direct question, but avoid it emotionally, for example, I feel you... This will make the customer feel less defensive and make the customer feel that you are on the same page as him.

Third: grasp the key issues and let the customer elaborate on them.

Repeat the customer's specific objections, understand the customer's needs in detail, and ask the customer to explain the reasons in as much detail as possible at the key issues.

Fourth: Confirm the customer problem and repeat the customer question.

What you have to do is repeat what you hear, this is called following, understanding and following the part of the customer and yourself that agree with each other, this is the channel to the final deal, because doing so can understand whether your customer knows the benefits of your product, which lays the foundation for you to guide the customer to the final success.

Fifth: Let the client understand the real motivation behind their objections.

The dilemma faced by the development of the retail industry is not only the competition in the same industry and the impact of e-commerce, but also the quiet change and upgrading of market consumption concepts and consumption habits. For the results of consumption upgrading, it can be summarized roughly as follows:

1.Consumer behavior has changed from a single emphasis to an emphasis on quality, efficiency and experience.

2.Consumer demand has changed from basic and ostentatious to experiential and spiritual needs;

3.The era of consumption has changed from the era of transactions to the era of relationships, and the user experience and emotional communication outside of commodity buying and selling are more important.

This is the essence of the experience economy.

The questioner mentioned that the new retail should give users a better experience, and should do "experience marketing" in the retail industry, which is the experience economy development change made by the retail industry with the upgrading of consumption, and the question "What is retail experience marketing" in the "retail" and "marketing" is believed to be the words that the questioner and most people understand, the key is how to understand the word "experience", and the following will be explained in detail through specific examples.

A cake shop, selling all kinds of cakes and desserts, the traditional form is that the owner in the cake shop to display all kinds of products, marked with different labels, sold to the store to patronize consumers, occasionally there will be holiday marketing, membership activities or price reductions and other means to complete the transaction.

In order to meet the more spiritual needs of consumers, the cake shop has launched activities with the participation of consumers, allowing them to learn and experience the production process of cakes, and finally take away their own results. For stores, activities and educational programs can get more out of consumers; For consumers, while buying cakes, they enjoy the fun of making cakes by themselves, learn a skill, give more sincere and happy meaning to the cakes they buy, make the purchase more meaningful, and enrich their lives; For both parties, the process of the event has enhanced the communication between merchants and consumers, the brand of merchants has entered the hearts of consumers, the satisfaction experience of consumers has made them form long-term cooperation with merchants, and the good word-of-mouth of consumers has brought more new customers to merchants.

These are the connotations and meanings of "experience" in retail experience marketing, and I hope it will be helpful to you.

Experiential marketing refers to the use of products by allowing users to observe, listen, try, and try products, so that users can experience the products or services provided by the company. It is a marketing method that allows users to perceive the quality and performance of products, so as to promote user awareness and purchase.

Experiential marketing is the theme of today's marketing, because more and more users pay attention to the experience of the product, and the true value of a product will also be revealed in the user's experience. This article combines domestic and foreign enterprises that have succeeded in experiential marketing as cases to teach enterprises how to set up experiential scenarios and do experiential marketing.

In thisPay more attention to the experience before consumptionHow to set up scenarios for users to get a better experience has become an important means for many businesses to attract users.

Especially in large enterprises, this performance is particularly obvious, when we have different ways to provide user services, the on-site user participation, experience, interaction, is more and more important. Because only in this way do we know what kind of service is suitable for what kind of users.

If you can retain users for a long time, or even permanently, you need toIt constantly affects their determination to buy cautiously. By improving the experience of your device,Deliver personalized recommendationsIn this way, we can lead the user to experience leisure services and make users feel first-class experience.

The better the company, the morePay attention to the humanization of the product and the user's experience effect。The reason for this is simple: in this increasingly competitive industryThe difference in technology is getting smaller and smallerAfter the quality of the product is guaranteed to a certain extent, the types of items are becoming more and more abundantThe user's experience becomes a product innovationIt is an important means to enhance the difference between the products of other companies and improve the efficiency of enterprises.

In thisIn the Internet era, user experience is particularly important, because the good or bad of the brand is word of mouth,The more users experience it, and the more and more people experience it, the more and more popularity and influence of your brand will be. In addition, the rise of social networks and online shopping platforms has made the interaction between people more frequent, and it has gradually become the interaction between people and network machines. Without a good page setup and a good way of communicating, it is difficult for users to experience consumption with you.

Compared to traditional marketing,Experiential marketing is more open and humane. Because of the userShift from passive acceptance of information or services to active acceptance of information or servicesUsers have also changed from being "immersed" in a service area to actively "absorbing" in the service area in the environment.

1. Different directions.

Traditional marketing focuses on converging product functions to meet the material needs of consumers; Experience marketing, on the other hand, focuses on consumers' perception and recognition of experience, and allows consumers to get valuable experiences by arranging scenarios, events and design-related experience activities, so that enterprises can obtain benefits.

2. Different assumptions about target consumers.

Traditional marketing assumes that target consumers are rational and that their purchase decisions depend on the value for money of the product or service; Experiential marketing, on the other hand, assumes that the target consumer is both rational and emotional, attaches importance to value experience, and feels value through experience.

3. The identification of the business premises of Hunger Pai is different.

Traditional marketing recognizes that the business place is the place where the transaction is completed, and the number of trading places determines the size of the sales volume; The business place recognized by experience marketing is only an interactive place, which is an integral part of the experience, and the trading place can be both up and down, that is, to achieve O2O.

4. The understanding of ** is different.

Traditional marketing believes that by expanding marketing channels and increasing consumers' awareness of products and limb services, sales can be increased; Experience marketing believes that word-of-mouth is the most important force to talk about difficulties, and attaches importance to the process of each experience.

Therefore, if enterprises want to completely subvert the traditional concept, they must arm their minds with the idea of experience marketing and direct their actions.

The focus is different, traditional marketing focuses on the characteristics and benefits of the product, and makes a profit by selling the product; The focus of experience marketing is to focus on the experience needs of customers, through the arrangement of scenarios, events and the design of certain experience activities, so that customers can get valuable experience and enterprises to obtain benefits. In order to engage consumers and create a personal, memorable connection with them, businesses are creating an atmosphere of experience. Compared with the past, today's material life is more abundant, and consumers are faced with more diverse material choices, taking a back seat to material needs and paying more attention to spiritual or cultural needs.

Experience marketing precisely conforms to the needs of economic development, emphasizing the material needs of consumers while focusing more on the spiritual or cultural satisfaction of consumers, highlighting their spiritual feelings, and paying attention to the experience that enterprises bring to them that can be worth remembering.

The understanding of the target consumer is different from the traditional marketing assumption that the target consumer they face is rational and makes decisions through a rational purchase process, which is usually composed of several stages such as demand cognition, seeking information, evaluating various products, selection, purchase and consumption. If the purchase process of the target consumer is carried out according to this process, then the target consumer may consume a lot of energy and time, and they will feel bored. Experiential marketing, on the other hand, believes that the target consumer is both rational and emotional at the same time, and that consumers make purchases through a combination of rationality and emotion when they consume.

In experiential marketing, consumers not only accept the experience, but also participate in the implementation of the experience, which truly reflects the concept of customer orientation in this process. Experiential marketing emphasizes consumer engagement and contact, hoping to arouse consumers' emotional resonance, thereby bringing products and consumers closer. Experience marketing not only takes into account the functions and characteristics of the product, but also pays attention to good communication and exchange with consumers, and stands in the perspective of consumers, to experience their own products and services from the experience of consumer products and services, and whether or to what extent they can meet the needs of customers.

Lenovo Group's core strategy of "Total Customer Experience" in the new century reflects this.

The effect is different In traditional marketing, the purchase process ends with the completion of the product delivery and the completion of the customer's after-sales evaluation of the product.