Application of Experience Marketing in Holiday Inn

Understanding experiential marketing-from case to concept

Hilton Hotel Chain put a cute duckling in the bathroom to create a unique emotional sound and experience. Most guests can't put it down and take it home as souvenirs for their families, so this gift that is not available in the market has become the driving force for customers to love Hilton Hotel (of course, other facilities and services of Hilton Hotel are also first-class). This kind of experience design and construction has formed an added value that is widely accepted and delighted by customers, thus forming a good reputation through interpersonal communication with satisfied customers, and making Hilton Hotel win the strong preference of loyal customers and countless new customers. This is the application of experiential marketing (both visually and tactically).

Domestic enterprises also have many successful examples in the application of experiential marketing. No one can tell whether Wahaha pure water or Robust pure water is more thirst-quenching and nutritious. What impresses consumers is the experience of "I only have eyes for you". Metersbonwe Bang Wei Bang Wei not only based on clear positioning, but also realized experiential marketing in specialty stores. Music, display, decoration, the dynamic temperament of waiters and the environment created by communication form a young and individual experience. The deep understanding of customers' desire to buy makes experiential marketing form a powerful magnetic field, which is terrible to sell. This is also the secret of this clothing brand coming from behind and quickly winning high brand value.

So, how to understand experiential marketing?

In his book Empirical Marketing, Dr. Bernd. Schmidt pointed out that experiential marketing redefines and designs marketing from five aspects: consumers' feelings, feelings, thoughts, actions and relevance. This way of thinking breaks through the traditional assumption of "rational consumer" and holds that consumers are both rational and emotional when they consume, and the experience of consumers before, during and after consumption is the key to study consumer behavior and corporate brand management.

This marketing method based on consumer psychological analysis is easily recognized by the business community, making experiential marketing once a buzzword in the industry. However, many people who talk about experiential marketing don't really understand its true connotation, but more as a show prop to pursue the trend.

The so-called experience is usually produced by direct observation or participation in events, whether real or virtual. Experience will involve customers' senses, emotions, emotions and other perceptual factors, as well as rational factors such as knowledge, intelligence and thinking, and it can also be caused by some physical activities. The basic facts of the experience will be clearly reflected in the language, such as verbs describing the experience: like, admire, hate, hate and so on. Adjectives: cute, attractive, exciting, cool and so on. Experience is usually not spontaneous but induced. Of course, inducement does not mean that customers are passive, but that marketers must adopt experiential media.

Therefore, experiential marketing is far more than simply feeling products and services, but giving consumers a feeling, an emotional, physical, intellectual and even spiritual experience. In the words of philip kotler, an American marketing expert, it is to use commodities as materials to shape sensory experience and thinking identity, seize consumers' attention, create unforgettable feelings for them, and find new existence value and space for products. From the point of view of brand contact point management, the focus of experiential marketing should be to find all the points in contact with consumers in the sales process, and to study and package these points, and to establish different impressions of the brand in the hearts of consumers through the experience of each point. This expression is popular and easy to be understood by business and marketing circles.

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