The impact of the hottest experience marketing on

The impact of experiential marketing on China's paint industry

the impact of experiential marketing on China's paint industry

November 15, 2012

[China paint information] any sales performance should take the purpose of solving problems to relieve consumers' refusal to buy, and if necessary, allow consumers to participate in the whole process

experience marketing

remove consumers' refusal to buy. When the industry develops to a certain stage, people will have higher and higher requirements for product cognition. Try before buying products, which is basic experience marketing. Experiential marketing is everywhere in life: when you buy an orange on the street, the seller will peel an orange for you to taste; Buy a massage chair in the mall, and the shopping guide will invite you to sit up and enjoy the massage. Buyers decide whether to buy after experiencing the product, which is the origin of experience marketing

experience marketing is an inevitable choice when market competition develops to an advanced stage. In the new economic era, products are becoming more and more abundant, and the gap between products in functionality and quality is narrowing day by day. The extensional culture of products derives from the brand culture, and the usability value contained in the brand is accumulated by countless users through experience. The value of the brand comes from the experience of consumers, and the brand products will also be sold with the help of consumption to stop the tensile and shear tests of samples and the experience of compression experimenters. Around experience marketing, enterprises and marketing experts can be described as Eight Immortals crossing the sea, showing their magic powers. If the paint industry wants to achieve sales performance and make its value proposition consistent with the hearts of consumers, strengthening terminal experience marketing is the best way

trilogy of terminal marketing

the paint industry has roughly experienced three stages of terminal sales, which have their own characteristics. In general, the form of terminal marketing is constantly improving, and terminal marketing is more and more moving, forming a more direct incentive to consumers' consumption needs

I. simple product display stage

at the beginning of the development of the coating industry, there were only products in the store, and most of the coating products in the store were mixed with other products, without deliberate placement, and the store was not decorated. "Store space + products" was its classic combination

at this stage, what can impress consumers is the contact probability between stores or products and consumers and the richness of products. Therefore, sensitive businesses will increase the types and colors of paint products, not only display the finished paint, but also display the raw materials of paint to gain the trust of consumers

second, intuitive image display stage

in this stage, businesses already know that the image of paint products is closely related to the image of the store, so they make great efforts to make the image of the store magnificent, so as to form a difference with other stores. Accordingly, at this stage, manufacturers also began to pay attention to standardized and large-scale production, and paint products are no longer purely hand-made. In the stage of visual image display, the brand began to appear, and the brand image appeared in the store. In some places, the prototype of the exclusive store has begun to appear, and its logo is added to the store

third, the publicity of the concept appeal stage

after rising to the concept appeal, the brand operation of paint has been deeply rooted in the hearts of the people. At this stage, specialty stores have become the norm of the paint industry, and the more advanced forms are flagship stores and experience stores. At present, the paint industry is at this stage. Various specialty stores and flagship stores display corporate logos and other iconic things that can express corporate culture in a prominent position on the store, and occupy the mental resources of consumers with personalized colors and unique corporate culture

the core of experience is the value proposition

today, when experience stores are popular, if a brand does not have its own experience store, it is "embarrassed to tell others" in the industry. In fact, although there are many experience stores, few can really let customers experience the content that the brand wants to express, and can achieve the purpose of manufacturers to build experience stores. The terminal experience stores of most enterprises pursue the load acting on the 3/4 spiral surface of the spring seat - the time history seeks for the shape similarity and ignores the spirit similarity, so that it costs a lot of money, but the effect is not satisfactory. The layout of the experience store needs to include several core elements: core value proposition, spatial layout, product display, atmosphere building, etc. Among these elements, the core value proposition is the most difficult to realize and the most effective

to embody the core value proposition, experience stores need to be classified according to the target population and product positioning. For example, the target group of high-end brand paint stores are successful people. They are not sensitive to price. When they want to decorate a house, they usually entrust it to a home decoration company. At this time, the real customer of the paint brand is actually the designer of the home decoration company, not the owner of the decoration. In this way, the core value proposition of the experience store becomes how to get the recognition of designers. Of course, many high-end brands simply set up their own design companies to provide customers' needs in place at one time

for mid-range brands, terminal experience needs another way to realize its core value. Consumers of mid-range brands often like to do it by themselves, which can not only meet their consumption desire, but also practice strict economy. Consumer groups of mid-range coatings focus on cost performance, brand credibility, style and sales commitment. They have a budget and are sensitive to price. They need to choose products that they can afford among trusted brands. At this time, word of mouth plays a very important role in sales. Therefore, the terminal experience should be carefully arranged according to the concerns of this part of the consumer group

terminal experience marketing strategy

in terminal stores, we often see that a franchise store has been disheartened for several years; A flagship store will cut prices every festival, and its promotional activities are nothing new... These phenomena are all taboos of experience marketing. Paint terminal experience should be carried out from four aspects: store image, brand value, sales performance and store atmosphere

first, the image of the store should be equivalent to the product positioning.

paint terminals are mainly stores in franchised stores or hypermarkets. When decorating the store, it is necessary to express the image consistent with the product through the color and style of the store. Paint shop is actually a comprehensive integrated experience store. The variety, style, selling point and style of each product need to be planned and coordinated

when presenting products, we should deliberately design a channel with products. This channel is the walking route for customers to experience when entering the store, and it must be reasonable. The reasonable standard is: after customers walk through this channel, they can see all the samples, and it is best to have a panoramic view. You should know that each set of paint occupies a certain area, and each set of paint is self-contained, with different styles, functions and demands. Through deliberately designed channels, each set of product combination can be displayed incisively and vividly, which not only does not waste space, but also allows consumers to fully understand each set of products

second, value experience should avoid the misunderstanding of brand image promotion

integrity is a scarce product in the current home building materials industry, and it is also an aspect that consumers pay most attention to. Therefore, the first thing to be solved by paint stores is the trust of customers. Consumers' trust in paint brands comes from their understanding of the factory background, strength, production, service cycle and service quality. Some shopping guides didn't understand the meaning and promoted the brand image as the product value wishfully, which backfired and failed to achieve the purpose of sales

third, sales performance should let customers experience the value proposition of the brand

in recent years, many paint brands have mixed performance elements in their marketing. This is understandable. But the purpose of the performance is to sell. If it is simply to attract popularity, it is better to send red envelopes to consumers directly. Obviously, performance needs to carry more connotation. Sales shows are a series of unique display methods that begin with consumers entering the store, such as standing in a drawer and smashing the panel vigorously. These shows are intended to show consumers the quality of products or solve other questions of consumers, not for performance. Remember, any sales performance should be carried out with the purpose of solving problems, but if it is used too frequently, it can relieve consumers' refusal to buy. If necessary, consumers can also participate in the whole process

IV. store aura is the soul of experience marketing

paint terminal stores must have aura in the more difficult areas to start at this time. Creating aura is equivalent to finding the soul for the store. The storefront aura is mainly composed of elements that can be truly felt by consumers, such as the mental outlook of salespersons, the effect of storefront atmosphere, and the vivid display of products. Store salespersons are the soul of the store aura. Cultivating salespersons into a temperament that conforms to brand positioning is the top priority of human resources work. No matter the crowd is surging or the store is deserted, the salesperson can meet the consumers with full spirit, so as to maintain a strong terminal store aura. Once a consumer enters a store with a strong aura, he will be shocked by the aura of the store and accelerate his determination to buy