We often describe several key elements of a brand: unique features, price, packaging, service, experience, convenience, emotional resonance, and so on. In the end, what is the “experience� The “experience†does not seem conspicuous in the middle, nor does it play so important.
If someone asks you "Why are you buying this product?" "What is the reason for choosing a brand?" This is really a headache. Maybe you will find a reason to smother the past. However, when we calm down and think carefully, we may not be able to evade the importance of a quality "experience" for purchasing and re-purchasing. Its importance may exceed price, packaging, convenience, etc. The vocabulary at the mouth.
One example to mention here is Burger King and McDonald's. There is a saying that "Burger King is selling a product, and McDonald's is selling an experience." In terms of product taste and quality, the two are difficult to distinguish, but McDonald's sales are about seven times that of Wendy's fast food and Burger King. McDonald's has always strived to create a pleasant dining experience for consumers. They have effectively marketed young children and built a very strong relationship with them. This sentiment has been affected until these children grow up.
The biggest difference between Starbucks and ordinary cafes is that ordinary cafes sell a cup of coffee, while Starbucks is an experience. From brand name to LOGO design, Starbucks is associated with a sense of curiosity. "Starbucks" is taken from the American classical adventure novel "Great White Shark". The protagonist is a ship's chief officer named Starbucks. He is humorous, loves to drink coffee, and has rich sailing experience. Starbucks' LOGO image design comes from the ancient Poseidon story that most people are familiar with. In "Odyssey", Homer describes how Poseidon lures sailors into the water, letting them die happily in the voice of ecstasy. Medieval artists portrayed these creatures as mermaids, and these creatures have spread throughout Europe, and they used them to decorate the roofs and walls of the cathedral. The young two-tailed sea god in the Starbucks logo was interpreted by the Middle Ages. As a result, Starbucks' legendary names and logos can easily create an impression in the minds of customers, and from curiosity to finality, this associative experience is also a favorite of many Starbucks fans. Starbucks' elegant interior and unique human environment, wooden tables and chairs, elegant music, and sophisticated coffee making utensils provide consumers with an elegant and laid-back atmosphere. People who have been to Starbucks coffee shops will have some unique experiences, which we call "Starbucks Experience". These experiences and stories are shared experiences that are worth sharing with others.
Where does the experience take place? Of course, the quality experience is not limited to the chain store brand that owns the terminal storefront. It is suitable for all consumer goods, including beer, paper towels and washing powder, as well as furniture and durable goods such as wardrobes and cabinets. , and noble luxury. No matter which category of industry, creating a quality experience is the only way to win the consumer's good feelings. The experience can come from the interaction of the terminal (such as Jiaduobao's “You dare to shout, I dare to sendâ€), or it can be the transmission of brand culture relying on modern channels (such as car clubs), and it may also come from the packaging of products ( Such as Coca-Cola's nickname bottle, of course, also includes high-quality pre-sale, sale, and after-sales service. When we talk about a favorite brand, we are always talking about those unforgettable experiences. The experience of Haidilao exceeds the expected service experience, the watermelon shed set up in the supermarket, the exchange meeting with club friends, the toy car obtained by gathering 8 caps, etc. These experiences make consumers happy, this joy is definitely not low price. The blunt brand concept can be replaced.
In the past, we talked more about the brand's functional benefits and emotional benefits. In fact, we should add the brand's experience benefits, which is crucial. Functional benefits allow consumers to recognize brands, experience points of interest to make consumers feel good about brands, and emotional points of interest can build strong brand loyalty. We are familiar with the word experience, but we can no longer ignore the experience as we have in the past. We are busy with a lot of work every day. Maybe we can't deliver the brand's features to consumers every day, or we may not have the same amount of advertising to communicate with consumers, but what we can do every day is continuous. Provide consumers with an experience. It is the king of marketing and promotion that conveys the characteristics and emotions of the brand in the experience. We can even say that the point of experience is the key to the final sale.
The article comes from the Internet.
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