What is the concept of experiential marketing?

Experiential marketing refers to a marketing method in which an enterprise makes its target customers experience the products or services provided by the enterprise through observation, listening, trying and trying, so that customers can actually perceive the quality or performance of the products or services, thus prompting customers to understand, like and buy. This way aims at meeting consumers' experience needs, takes service products as the platform and tangible products as the carrier, and produces and manages high-quality products, thus narrowing the distance between enterprises and consumers.

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 Dr. Schmidt (Bernd

H.Schmitt), marketing work is to stimulate consumers' senses and emotions through various media, including communication (advertising is one of them), identification, products, brand building, environment, websites and consumers, arouse consumers' thinking and association, make them act and experience, and constantly convey the benefits of brands or products through consumption experience.