Experience Marketing Success Case _ Experience Marketing Case Analysis

In the fiery marketing, customers are quietly being? Murder? Who provoked it? Experience marketing. Experiential marketing is a marketing method that fully stimulates and mobilizes consumers' sensory, emotional, thinking, action, association and other perceptual and rational factors through watching, listening, using and participating, and redefines and designs a way of thinking. Many enterprises use experiential marketing because they 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, this marketing method has obvious effect, and many enterprises have successfully operated 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 also shifted from sellers to buyers. In order to seize market share, at the same time, consumers can enjoy greater car purchase discounts after the holiday. 16 February to 20 16 February 29th Dongfeng Citroen was fully listed? What is the profit, Henry? Experience marketing activities during the Spring Festival. The advantage of hands-on is to gain word of mouth and let Dongfeng Citroen be there? Customer experience year? You got it the first year? Li San, right? .

Is it brand profit? Young and energetic? Our brand image is very prominent.

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

Has a brand-new brand image been established? Comfort, fashion, technology? Our brand advantage is 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 brand values permeate 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.

Is the product good? A model of power technology? The nameplate sparkled.

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

Andre, founder of Citroen brand? As the founder of French racing culture, Mr. Citroen has 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 began to carry T power on small and medium-sized vehicles. In order to cater to this change and occupy a favorable position in the future competition, Dongfeng Citroen with deep background once again embarked on the journey of powertrain upgrade. After three years of hard work, the powertrain of Dongfeng Citroen has been fully upgraded. T+STT？ The core power (1.2THP, 1.6THP, 1.8THP+STT intelligent start-stop system) has all been installed on its main models, bringing consumers an unprecedented more efficient, economical and environmentally friendly power experience.

The completion of powertrain upgrade laid the foundation for Dongfeng Citroen? A model of power technology? Its market position is obvious to all. After the implementation of the policy of halving the purchase tax in the State Council, the policy has benefited about 80% of all Dongfeng Citroen models: T-era new C5, new C4L, C3-XR and Citroen new C4 Picasso with 1.6 horsepower engine; New C4L； with 1.2THP engine; All new Elysee, Sega, C3-XR and C4 Sega engines equipped with 1.6L CVVT engines are the beneficiaries.

In the activities of benefiting the people in the Spring Festival, the models 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 pragmatic.

Good 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 enthusiastic care throughout.

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

Dongfeng Citroen at present? One to one? The exclusive service project has been highly recognized by more than 2.6 million users nationwide. In the evaluation of after-sales service satisfaction (CSI) and after-sales satisfaction (SSI) of J.D.Power in 20 15, Dongfeng Citroen won the first and second excellent results of mainstream automobile brands respectively, becoming the only enterprise to enter two after-sales satisfaction rankings for three consecutive years. Top three? Mainstream car brands.

Start giving out red envelopes? City? Is Dongfeng Citroen insisting? 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 fragrance? What consumers give back to Dongfeng Citroen is full trust in the brand and good word-of-mouth communication.

20 16 Dongfeng Citroen was established? Customer experience year? Dongfeng Citroen will pay special attention to strengthening the experience of new brand image, new products and new technologies, starting from various dimensions such as product experience, communication experience, activity experience and terminal experience. For Dongfeng Citroen, only through different forms and different modules of experience can consumers really match? Comfort, fashion, technology? Brand advantage produces cognition.

Experience Marketing Success Case 2: Hi, Liu Theme Exhibition 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, which was very popular in Wenling, attracting a large number of children-centered family consumers to participate in the interaction, 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, people visiting a shopping center like Yintai is not so much a kind of shopping as a kind of life.

For this reason, Wenling Yintai City is also constantly innovating. For example, this time the mall vacated the booth and gave up some commercial space? What about Liu? The 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, it gradually created the differentiation of Wenling Yintai City. Nowadays, when people shop, it's not just to meet material needs. An exquisite theme exhibition can not only bring customers a pleasant shopping experience, but also meet the needs of more sub-groups, so that Yintai City can win differentiated competition and enhance its core competitiveness.

Invisibly increases the consumption probability.

The combination of Hi, Liu and Wenling Yintai City can be described as1+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.

Always keep fresh and fashionable.

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

The cooperation between Hi, Liu and Wenling Yintai City can be described as the best of both worlds. Liu approached Wenling Volkswagen through Yintai City, and Wenling people also found new shopping reasons. Visiting Yintai is no longer just? Lost? To better meet the needs of the spiritual level.

Experience Marketing Success Case 3: Experience Marketing of Japanese Ranch 1. Liu Jiashan pasture

Special? Smiling sheep? Let customers come here.

Liu Jiashan Ranch is a private ranch located in the beach area of Kobe. There is a smiling lamb living in the pasture. Its curved eyes seem to smile, hence its name? Smile jun? . The smiling lamb attracted many tourists at once.

It is said that animals are not as rich in expressions as humans, and they can only express their emotions in other ways. For example, dogs wag their tails when they are happy. However, not all animals? Not laughing? . At Liu Jiashan Ranch, a 10-month-old ewe lamb looks as if she is smiling while eating grass.

According to the introduction of the ranch, the ranch raises 150 sheep, but only? Smile jun? . A photographer's meeting to make a new year's card? Smile jun? The popularity of the ranch soared immediately after the photos were spread on the Internet. 65438+The number of people coming in mid-February is about 2010.5 times that of the same period in 3 years. The ranch staff smiled and said that even if the cold wind kept blowing, it kept smiling.

Enoch plans to think: if someone tells you? A rooster can lay eggs? You probably won't believe it and think it's nonsense; When someone tells you. Lamb smiles? You can't wait to see it. ? Things are rare? , always evokes? Take a quick look? Curiosity. This ranch makes good use of the experiential marketing of rare things, bringing a lot of passengers to the ranch and reaping rich benefits. And then what? Smile jun? It has also become a symbol of pasture. This is worthy of consideration and reference by operators.

Two. Hakone-machi pasture

Let visitors integrate into the life experience of the pasture and learn about the organic green food in the pasture.

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

Other plants will be planted on the land where soybeans are planted in Hakone-CHO farm. It will take many years to plant soybeans again, in order to maintain and play the role of soil nutrients. The dairy farm is covered with straw. After the straw is soaked in cow dung, it will be removed, mixed with soil and fermented to make compost, and then applied to the field. Hakone-machi Ranch is the world of organic animal husbandry. Ranch management pursues the business philosophy of unique flavor, high quality and high profit, so it is common to listen to music, drink beer and eat medicinal meals for cattle.

Visitors can start milking, massaging cows, cleaning cowsheds, fertilizing, harvesting crops such as corn and potatoes, making sausages or cheese, and getting 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 best quality fruits and vegetables in Japan. Therefore, the creamy, sweet but not greasy ice cream and chocolate are the favorites of foodies.

Enoch Planning believes that many ranches now claim that their products are green and organic. No matter how hard you spend advertising, it is difficult for customers to quickly identify with your brand and brand consistency in a short time. Hakone-machi Ranch allows tourists to participate in farm work, get close to small animals and taste farm organic food, so that customers can gradually understand and agree with the organic food in Hakone-machi Ranch, and the brand is gradually recognized.

3. 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 farm in Hokkaido. In the vast park covering an area of about 50 hectares, it integrates agricultural and animal husbandry production and tourists' entertainment experience. Northland Ranch is one of the professional horse farms specialized in cultivating Japanese horse racing, and the bred horse racing has won the Japanese G 1 (the highest level of horse racing) championship for many times. After retiring, these winning horses returned to the racecourse to spend their old age.

Here you can know all kinds of horses, ride horses, ride garden carriages, visit equestrian events and watch horse races. This is a good place to get close to horses. Here you can visit the racecourse, ride horses on the grassland, shoot arrows and enjoy the authentic Japanese grassland life.

According to Enoch's plan, Northland Ranch designs entertainment places suitable for pasture management through pasture and horse resources. Through these recreational activities, the sales of pasture products are promoted, and the product value and brand awareness are enhanced. Experiential marketing through entertainment projects is very worthy of our study and reference.

Four. BOYA farm pasture

Attract more tourists through vacation and leisure experience.

BOYA Farm Ranch was established in 1888. BOYA Farm Ranch was formerly a ski clothing factory. BOYA Farm Ranch has high-quality grasslands and more than 2,000 cattle and sheep, and is engaged in the sales of mutton, wool, milk and beef, enjoying a high reputation in Japan. Of course, BOYA Farm not only vigorously develops agricultural production, but also develops sightseeing tours, using the natural and beautiful environment of the pasture to attract tourists from all directions. In order to better serve customers, BOYA Farm set up a ranch? Pastoral house? The shepherd's house has built four wooden villas in the pasture, and each villa has 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. Night arrival, strolling through the pasture, stars and autumn insects are singing everywhere. The farm provides you with traditional Japanese cuisine with fresh vegetables and its own beef and mutton: sushi, barbecue and Lamian Noodles.

Enoch planning believes that many pasture bodies are doing experience marketing, why not succeed? This comes from the way of experience, which is too rigid and has no characteristics. BOYA farm ranch, based on the needs of urbanites yearning for nature and rural life, has established a ranch house according to the combination of excellent pasture environment and landscape design. Tourists' leisure vacation, accommodation experience, food experience and soul are released and happy in the pasture, which naturally produces heartfelt love and recognition for the pasture. So to be a brand, you must make your consumers like it.

& gt& gt& gt There are more successful experience marketing cases on the next page.