Experience marketing can be said to be an inevitable choice for corporate communication in the market competition to the advanced stage. In the era of the new economy, the goods in the rich era are rich, the functional gap and the quality gap of the products are narrowing, and the extensional cultural attachments of the products constitute the brand personality, and the brand personality is the life of brand differentiation, so the enterprise It will inevitably revolve around the display of brand personality. Consumer experience is a very effective tool for brands to achieve sales goals. So around experience marketing, companies and marketing experts can be described as eight immortals crossing the sea, each showing their magical powers. And experiential marketing has also brought a weapon of success to the hearts of consumers, and tasted the rich brand returns brought by the new marketing theory.
In his book "Experiential Marketing" ("Experiential Marketing"), Dr. Bernd H. Schmitt pointed out that experiential marketing stands on consumers' senses (Feel), emotions (Feel), Think, Act, and Relate, redefine and design marketing thinking. This way of thinking breaks through the traditional assumption of "rational consumers" and believes that consumers consume both rationality and sensibility; and good personalized communication is the cornerstone of experiential marketing.
Experiential marketing is very important for the cabinet industry. As a market with a low market concentration, the brand's communication experience is the top priority for sales; at the same time, due to the low market concentration, the cabinet companies are overwhelmingly bombarded by the mass media, the advertising returns are expected It is much lower than FMCG, and the target customers of cabinets have less impulsive consumption behavior. Therefore, the brand environment transmission of the terminal is related to the increase of shopping guide opportunities. It is safe to say that no boss of any company cares about the terminal or the brand experience of the terminal.
What is the real brand experience for the cabinet industry? Is the logo design good or bad? Is the store decorated luxuriously? Or is it packed up like bells and whistles like the World's Fair? Experiential marketing is, in the final analysis, a terminal victory. When it comes to winning the terminal, many companies simply think that the brand experience is to make the terminal beautiful, as long as the terminal is handed over to the design company to come up with a new trick, you can wait for the job and stabilize the winning ticket. As a result, the terminal often changes. It is the same every year. It costs a lot of money but does not see much effect. Understanding experiential marketing is only narrowly understood as store design. This is a misunderstanding of experiential marketing.
Integration of thematic culture-the starting point of experiential marketing
If we simply summarize experiential marketing in one word, I would like to use culture to describe it. But if only in terms of culture management and sales, how can we balance both ends? Take the road of professional division of labor and separation of production and sales! This requires OEM companies to make good use of "quality management" and "cost control".
It can not simply summarize the essence of experience marketing. The expression of culture cannot be understood as a corporate culture according to the picture. From a professional statement, successful experience marketing should be a thematic integration of personality style and innovation. Although this statement is a bit too mysterious and lengthy, it is. Only the theme can make the experiential marketing realize the specific docking of the brand culture; only the theme can form the differentiated appeal of the company's brand culture, which reflects the brand's extensional sensibility, and thus forms the unique charm of the brand.
Using thematic cultural collections to understand experiential marketing, you can understand that the terminal store is not simply a pile of decoration materials, nor a change in store recruits or functional areas. The thematic cultural collection needs to have the overall height and strategy to grasp the brand personality of the enterprise, and to conduct the brand mission through the theme concept in multiple ways, so that the target customers can produce brand identity and sensibility, and consumers can feel this strategy and Cultural reflection. Take an example, such as McDonald's "I like it". It is a classic case of experiential marketing to connect the personalized recognition of young target customers with the brand; for example, Starbucks, which connects the living room culture with coffee, makes it difficult. Resist brand appeal. These are all examples of experiential marketing.
From the theme level, the current cabinet brand experience is still in an extensive stage, with insufficient theme shaping. However, in terms of visual beauty and the differentiated presentation of the environment, some cabinet brands have made breakthroughs and received corresponding market returns. Brand competition has also entered the era of refinement. From this perspective, for cabinet manufacturers, there is an opportunity to stand out in the new round of experience marketing competition. The victory or defeat of an enterprise is always between a few centimetres, not to mention that one step ahead is fast in the process of sprinting forward, even if it is only half step forward, you are already a leader.
In summary, it shows the true meaning of experiential marketing. Since experiential marketing has come to the fore, for cabinet manufacturers, it is both a challenge and an opportunity. The most important thing is to understand what real experiential marketing is. I can use the theory for me to achieve the purpose of enhancing the brand and promoting sales.
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