Gong Yongjun of Zhilang Marketing Planning Company helps clients activate experiential marketing with 3 tips

What is experiential marketing? Literally speaking, the process of allowing consumers to experience and perceive in person is called experiential marketing. A large number of cases have proven that experiential marketing is indeed more intuitive and direct than through electronic screens or respective communication tools, and has a higher transaction rate. . For example, a case that is widely known and praised by the advertising industry and the automotive aftermarket is Hangzhou Yuyi, promoted by Zhilang Marketing General Manager Gong Yongjun. Its main product is automobile seat cushions. The new products it developed and produced have successfully entered the market after comprehensive marketing planning. In the market, tens of millions of orders were signed on-site at the Yasen Exhibition in Beijing alone. Talking about how to activate experiential marketing, the general manager of Zhilang Marketing took Hangzhou Yuyi’s new product as an example and gave the following answers to hundreds of viewers present
1.
Experiential marketing requires visualization
Visualization means that it can be experienced with the eyes. Hangzhou Yuyi's new product is a new generation car seat cushion that is different from traditional car seat cushions and can prevent and relieve various symptoms caused by sedentary driving. Gong Yongjun creatively integrated the massage effect of the product itself into the promotional video in the form of a view. , so that even customers who cannot go to the store to experience the product in person can understand the massage structure of the product through the advertising film, which increases credibility. The visualization increases the vitality and trust of the product itself.
2.
Experiential marketing requires comparison
Any product put into the market needs to find a differentiated competitive selling point, that is, what are the advantages of your product compared with the products of your competitors? What you have What others don’t have and what consumers need is what drives the brand’s sustainable development. You have to show consumers the differences between your products and your competitors’ products. An intuitive visual experience can beat no sales. In the process of publicity and momentum on the entire network, Gong Yongjun strongly promoted the comparison of Yuyi's new products with those of competitors. From the appearance, the product meets the beauty advocated by traditional car seat cushions, and at the same time, it has the function of massaging. The visual effect gives consumers a more intuitive display, which can deeply increase consumers' credibility in the product. Product value can be better reflected than talents.
3. Experiential marketing must build authority
When new products are launched, consumers are repelled, doubtful, or even disbelieving in their hearts. However, if authoritative factors are injected, the sense of trust can be greatly improved. Hangzhou Yuyi New Product Construction The authoritative way is to select a doctor as the image spokesperson in the advertising video. Hangzhou Yuyi's new product is positioned as a great health product. The image of the doctor gives people a more authoritative brand impression. The doctor can tell the pros and cons of the product through the doctor's mouth, which will affect consumers. In terms of credibility, new products are easier to accept and be recognized.
In recent years, it seems that everyone is doing experiential marketing, but to truly grasp the core key points, we still need to work hard, and we must not imitate others, take detours, ruin our reputation, or lose more than we gain. Gong Yongjun, general manager of Zhilang Marketing, believes that whether experiential marketing can be activated requires attention to expression and details. In addition to the above three elements, it is also necessary to pay attention to the simulation of scenes to make consumers more immersive, and to add storytelling and capture Emotional experience, the stronger the product value experience and the stronger the value recognition, the easier it will be for consumers to choose.