What is experiential marketing?

Experiential marketing is a marketing method that redefines and designs a way of thinking from five aspects: consumers' senses, emotions, thinking, actions and associations.

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 purchasing behavior and brand management. For example, coffee is sold as "goods" and a catty is sold to 300 yuan; When coffee is packaged as a commodity, a cup can be sold to 25 yuan; When it joins the service and sells in a coffee shop, the lowest price of a cup is 35 ~ 100 yuan; But if customers can appreciate the mellow and lifestyle of coffee, a cup can be sold to 150 yuan or even hundreds of yuan. The real profit of Starbucks is "experience".

In the theory put forward by Dr. Bernd H.Schmitt, marketing is to stimulate consumers' senses and emotions through various media, including communication (advertising is one of them), identification, products, * * *, and the establishment of brands, environments, websites and consumers, to trigger consumers' thinking and association, to make them act and experience, and to continuously convey the benefits of brands or products through consumption experience.