In the hot marketing, customers are quietly being? Murder? Who provoked it? Experience marketing. Experiential marketing is a marketing method that redefines and designs a way of thinking by means of seeing, listening, using and participating, fully stimulating and mobilizing consumers' senses, emotions, thinking, action, association and other perceptual and rational factors. There are many enterprises that use experiential marketing, because enterprises can create marketing? Experience? , increase the market demand for core products, or become the starting point for potential customers to establish relationships and reach deals. Moreover, the effect of this marketing method is obvious, and there are many enterprises that successfully operate experiential marketing.

experience marketing success story 1: Dongfeng Citroen? Customer experience year?

the growth rate of the automobile market has slowed down, and the consumer market has shifted from sellers to buyers. In order to seize the market share, and at the same time, consumers can enjoy a large car purchase discount after the holiday. From February 14 to February 29, 216, Dongfeng Citroen was fully launched? Profit is, Henry thing? Experience marketing activities in the Spring Festival. The benefit of starting work is to gain reputation and let Dongfeng Citroen be there? Customer experience year? You just got it in the first year? Sanli is? .

what are the brand benefits? Young and energetic? Our brand image stands out

With the coming of the trend of younger consumer groups, Dongfeng Citroen and parent brand Citroen timely refreshed their global brands to build a brand-new visual image system in order to comprehensively enhance their brand image and win the future. Starting from Shanghai Auto Show, with the global unified visual elements, it not only makes it one of the most recognizable auto shows in history, but also has far-reaching significance in the industry? Suddenly changed? Younger, more fashionable and more dynamic brand image.

the establishment of a brand-new brand image has made? Comfort, fashion, technology? Our brand advantages are more prominent, and the future development direction is more clear. For Dongfeng Citroen, it is the ultimate goal of brand diversification and rejuvenation to let the brand values penetrate into the lives of young people as soon as possible, and it is also the only way to become a mainstream automobile brand in China as soon as possible.

what are the benefits of the product? A model of power technology? The nameplate is shining

In the era when power is king, consumers subconsciously always believe that power is the most direct and key indicator to measure the quality of a car.

Andre, founder of Citroen brand? As the founder of French racing culture, Mr. Citroen has always been committed to promoting the popularization and promotion of racing culture. To this end, he constantly innovates in product technology. Therefore, Citroen not only rode the dust with super power on the highly anticipated track, but more importantly, let future generations truly feel the safe and comfortable driving experience brought by Citroen's all-steel body and excellent chassis technology.

with the advent of the era of small displacement, low emission and light weight, more and more car companies begin to carry T-power on small and medium-sized displacement vehicles. In order to cater to this change and occupy a favorable position in the future competition, Dongfeng Citroen, with profound background, once again embarked on the journey of powertrain upgrade. After three years of hard work, the powertrain of Dongfeng Citroen was completely upgraded. T+STT? Core power (1.2THP, 1.6THP, 1.8THP+STT intelligent start-stop system) has all been installed in its main models, bringing unprecedented more efficient, more economical and more environmentally friendly power experience to consumers.

the completion of the powertrain upgrade has laid the foundation for Dongfeng Citroen? A model of power technology? Its market position is evidenced by the fact that after the implementation of the policy of halving the purchase tax in the State Council, the policy has benefited about 8% of all Dongfeng Citroen models: T-era new C5, new C4L, C3-XR and Citroen brand-new C4PICASSO with 1.6THP engine; New C4L with 1.2THP engine; All the new Elysee, Sega, C3-XR and C4 Sega engines equipped with 1.6L CVVT engines are beneficiary models.

In the activity of benefiting the people in the Spring Festival, the vehicles enjoying the policy of halving the purchase tax are generally concerned by consumers. This shows that consumers' awareness of energy conservation and environmental protection is generally enhanced, and their consumption concept is more rational and practical.

what are the benefits of service? Care like home? The service concept is highly recognized

Customers who buy cars during the Spring Festival generally agree that in any 4S shop, they can feel the world-class after-sales service from Citroen, France, and feel the sincere, timely, comprehensive and warm care of the whole process.

that's true. As the first automobile manufacturer in China to set up a 4S shop, Dongfeng Citroen has been deepening and upgrading? Care like home? Service concept, in strict accordance with the global synchronous service process and service standards? One to one? Enjoy the service project. In addition, Dongfeng Citroen has also established a technical training system for service personnel such as professional training centers, thus creating an excellent, high-quality and professional service team.

at present, Dongfeng Citroen? One to one? The exclusive service project has been highly recognized by more than 2.6 million users nationwide. In the 215 J.D.Power after-sales service satisfaction (CSI) and on-sale satisfaction (SSI) selection, Dongfeng Citroen won the first and second excellent results of mainstream automobile brands respectively, becoming the only one who has entered both after-sales satisfaction rankings for three consecutive years. Top three? The mainstream car brand.

start the red envelope? City? Is Dongfeng Citroen upholding it? Human nature technology creates life? The brand advocates the deep care given to consumers all over the country during the Spring Festival. So-called? Give someone a rose with a lingering fragrance? What consumers give back to Dongfeng Citroen is their full trust in the brand and good word-of-mouth communication.

is 216 set by Dongfeng Citroen? Customer experience year? Dongfeng Citroen will pay special attention to strengthening the experience of new brand image, new products and new technologies, and expand from product experience, communication experience, activity experience and terminal experience in all dimensions. For Dongfeng Citroen, only through different forms and different modules of experience can consumers really be right? Comfort, fashion, technology? Brand advantage produces cognition. Experience Marketing Success Case 2: Theme Exhibition of Hi, Liu Guanzhang

In August, Wenling Yintai City took advantage of the summer vacation to engage in parent-child marketing and held a theme exhibition called Hi, Liu Guanzhang, which was very popular in Wenling, attracting a large number of child-centered family consumers to participate and interact, thus greatly improving the shopping mall passenger flow in the off-season.

in the era of material scarcity, as long as there are goods for sale, people can be attracted to buy them. Nowadays, the proliferation of goods, shopping centers everywhere, and the homogenization of brands all make consumers visually tired. Shopping center should be a relatively slow-paced place that people look for after busy work. Therefore, when people visit shopping centers like Yintai, it is not so much a kind of shopping as a kind of life.

for this reason, yintai city in wenling is constantly bringing forth the old and bringing forth the new. For example, this time, the mall vacated the booth and gave up part of the commercial space? Liu Guanzhang? Three brothers invited interesting designs and historical stories to the shopping mall, bringing more interesting experiences to every consumer.

Shopping experience determines differentiated competition

Therefore, the differentiation of Wenling Yintai City has been gradually created. Nowadays, when people are shopping, it is not just to meet material needs. A beautiful theme exhibition can not only bring customers a pleasant shopping experience, but also meet the needs of more sub-groups, making Yintai City win the differentiated competition and enhance its core competitiveness.

Invisible increase consumption probability

The combination of Hi, Liu Guanzhang and Wenling Yintai City can be described as 1+1 >; 2。 In addition to shopping, consumers encounter an interesting exhibition in Yintai City, which will unconsciously eliminate fatigue and add some fun to consumption, thus prolonging their stay and stimulating potential consumption.

Keep it fresh and fashionable at all times

Nowadays, most newly opened shopping malls and shopping centers adopt the experience exhibition mode to meet the needs of ordinary consumers at different levels. If a similar theme activity is held every month, covering topics such as fashion, culture and public welfare, it will definitely make consumers feel refreshed.

The cooperation between Hi, Liu Guanzhang and Wenling Yintai City is the best of both worlds. Liu Guanzhang approached Wenling Volkswagen through Yintai City, and Wenling people also found new reasons for shopping. Visiting Yintai is no longer just? Defeated? , more meet the needs of the spiritual level. Experience Marketing Success Case 3: Experience Marketing of Japanese Ranch

1. Liujiashan Ranch

Special? Smiling sheep? Let customers come here

Liujiashan Ranch is a private ranch located in the beach area of Kobe City, Japan. There is a smiling lamb living in the pasture. Its curved eyes seem to be smiling, hence the name? Smile jun? . This smiling lamb attracted many tourists at once.

It is said that animals don't have rich expressions like humans, and they can only express their emotions in other ways, such as dogs wagging their tails desperately when they are happy. However, not all animals? Not smiling? . Liujiashan Ranch, a 1-month-old female lamb, looks like a smile when chewing grass.

According to the ranch, there are 15 sheep in the ranch, and only? Smile jun? . Photographers who come to make new year cards will? Smile jun? After the photos were spread online, the popularity of the ranch soared immediately, and the number of people who came in mid-December was about 1.5 times that of the same period in 213. The ranch staff smiled and said that even if the cold wind kept coming, it always smiled.

Yinuo Planning thinks: If someone tells you? A rooster can lay eggs? You probably won't believe it and think it's nonsense; When someone tells you? Lambs smile? You can't wait to see it. ? Things are rare? , always can evoke? Take a quick look? Curiosity. This ranch makes good use of the experience marketing of rare things, which brings a lot of passengers to the ranch and also gains rich benefits. And? Smile jun? It has also become a sign of the ranch. This is worthy of consideration and reference by operators.

2. Hakone Ranch

Let tourists integrate into the life experience of Ranch and realize the organic green food of Ranch

Hokkaido has a typical maritime climate, which is cool in summer and cold in winter, which is very suitable for the life of cows. Hokkaido has black land resources and good grass storage, which is a godsend for the food supply of cows. Hakone Ranch was originally an enterprise in Hakone-CHO, Kanagawa Prefecture near Tokyo. Later moved to Chitose in Hokkaido. Why does the name of the ranch still remain? Hakone? Two words, this is to show a nostalgic heart for the homeland.

Other plants will be planted on the land where soybeans have been planted in Hakone Ranch. It will be many years before planting soybeans again, in order to maintain and play the role of soil nutrients. The dairy farm is covered with straw. After being soaked in cow excrement, the straw will be moved out, mixed with soil and fermented to make compost, and then applied to the fields. Hakone Ranch is all about organic animal husbandry. Ranch operation pursues the business philosophy of unique flavor, high quality and high profit, so it is also common to listen to music, drink beer and eat medicinal meals for cattle.

Visitors can milk cows, massage cows, clean cowshed, fertilize crops such as corn and potatoes, make sausages or cheese, and get in touch with small animals such as rabbits and goats. It is a good place for parent-child activities. It is rich in the freshest milk and the highest quality fruits and vegetables in Japan. Therefore, ice cream with rich milk flavor and sweet but not greasy, chocolate is the favorite of foodies.

Yinuo Planning believes that many ranches are now claiming that their products are green and organic. No matter how hard you spend on advertising, it is difficult for customers to quickly identify with your brand and brand consistency in a short time. Hakone Ranch allows tourists to participate in farm work, get in close contact with small animals, taste farm organic food, and gradually let customers know and agree with Hakone Ranch organic food, and at the same time, the brand is gradually recognized.

iii. Northland Ranch

Create a unique racecourse experience and improve the brand awareness of the ranch in the process of entertainment

Northland Ranch is a famous horse ranch in Hokkaido, which integrates farming and animal husbandry production, tourists' entertainment and experience in a vast park covering an area of about 5 hectares. Northland Ranch is one of the professional horse farms specializing in cultivating Japanese horse racing, and the horse racing cultivated has won many G1 (the highest level of horse racing) in Japan. After retiring, these winning horses returned to the racecourse to spend their old age.

You can get to know all kinds of horses here, and you can also ride horses, take a garden carriage, visit equestrian competitions and watch horse racing. It is a good place to get close to horses. Here you can visit the horse ranch, ride horses and gallop on the grassland, shoot arrows and appreciate the authentic Japanese grassland life.

Yinuo Planning believes that Northland Ranch will design entertainment places suitable for pasture management through pasture and horse resources, and through these entertainment activities, it will promote the sales of pasture products and enhance product value and brand awareness. Experiential marketing through entertainment projects is very worthy of our study and reference.

iv. BOYA FARM Ranch

Attracting more tourists through holiday and leisure experience

BOYA FARM Ranch was founded in 1888. The predecessor of BOYA FARM was a ski clothing factory. BOYA FARM Ranch has high-quality grassland and more than 2, cattle and sheep, engaged in the sales of mutton, wool, milk and beef products, and has a high reputation in Japan. Of course, BOYA FARM not only vigorously develops agricultural production, but also develops sightseeing tours, and attracts tourists from all directions by using the natural and beautiful environment of the ranch. In order to better serve customers, BOYA FARM Ranch was established? Ranch house? The ranch house built four wooden villas in the ranch, each with a sheepdog.

In the wooden house villa, visitors can not only enjoy the beautiful scenery of the pasture, but also enjoy the unique pasture life here. Besides eating and chatting here, you can also study or work here and do what you like. When night falls, strolling through the pasture, there are stars everywhere and autumn insects singing. The farm uses fresh vegetables and its own beef and mutton to provide you with traditional Japanese cuisine: sushi, barbecue and Lamian Noodles.

According to Yinuo Planning, many ranches are doing experiential marketing. Why didn't they succeed? This stems from the way of experience, which is too stereotyped and has no characteristics. BOYA FARM Ranch, based on the needs of urbanites yearning for nature and rural life, established a ranch house according to the combination of excellent pasture environment and landscape design. Tourists spend their holidays in the pasture.