Experiential Marketing (2) : Kunci Pokok dan Elemen Strategi Experiential Marketing

Experiential marketing is a relatively new marketing method introduced by experienced marketing in the marketing world. Schmidt (1999) The core of the marketing experience is the marketing and management of experience. [Read ፡ Definition of trading experience, features and benefits of trading experience ]

In the book, Schmidt (1999) also mentions the food and beverage approach to traditional marketing. In this traditional transaction, retailers assume that consumers are involved in the decision-making process, so each product, service or service offers a clear advantage, and these characteristics belong to the buyer. To know the product or not). Similarly, Schmidt (1999) argues that this shopping center significantly limits consumer perception when making decisions, which include logical, rational, emotional, and irrational aspects of shopping.

An experienced marketing product can be very beneficial for a company that wants to grow a declining brand, differentiate its products from competitors, create a corporate image and identity, increase creativity and convince customers to buy the product. The most important thing is to build loyal customers so that certain companies and brands are part of their customers' lives. Their customers want these companies and brands to connect with and understand their lives, adapt to their needs and make their lives more satisfying. In the age of information, technology, change and elections, every business needs to adapt to customers' experiences and their products or services.

Trading experience points
The initial stages of the trading experience are based on three main points.
1. Customer experience.

Experience includes the five senses, the heart and the mind that place a product or service in the context of a broader life.

Depreciation models.

Utility design analysis can build relationships to create greater integration. Products and services no longer work separately, but can be part of an easy-to-use overview. Above all, the post-purchase experience is one of satisfaction and loyalty.

3. Logical and emotional decisions.

Life experiences are often used to fulfill fantasies, emotions and pleasures. Many decisions are made with a guilty conscience. Experienced buyers are happy with the decision.

Test the components of your marketing strategy:

Schmidt (1999) offers an alternative framework that consists of two components: Strategic Experience Modules (SMS), which bring together different types of expertise, and Experience Providers (EXPOS) that can deliver that experience. The strategic experience unit has five types: emotions, feelings, thoughts, actions and relationships.

1. Taste
Emotions are real and perceived aspects of a product.

They are known to the five human senses, including sight, sound, smell, taste and touch. This feeling helps consumers to distinguish one product from another, motivates the buyer to take action and evaluates the product or service in the head of the buyer. When you use a product or service (pre-purchase, pre-purchase, pre-purchase), you can use human emotions. Companies engage customer interaction with something incredible, dynamic and emotional.

Powerful.
There are three strategic goals to fall (Schmidt, 1999).
1. As a distinction between the five senses

An organization uses emotional marketing to differentiate its products from competitors in the market, to motivate customers to buy the product and to provide value to consumers.

2. The five senses as motivation
The application of sensors can motivate customers to try products and services.
The five senses as a provider of value
The five senses can be of particular value to users.

2. Emotions

Emotions are related to the client's feelings and deep feelings. Advertising is often used to communicate with customers, to relate their emotional experiences to products or services, and to require customers to respond to messages. Emotional campaigns are often used to generate feelings. If the customers are satisfied with the products offered by the company, the customers will like the product and the company. On the contrary, if the customers are not satisfied with the company's products, they will leave the product and move on to other products. If the marketing strategy consistently creates a positive impression on customers, the company can build strong and lasting brand loyalty (Schmidt, 1999).

Effective experience is the level of experience that changes from strong, positive or negative feelings to strong feelings . If marketing is going to be used as part of a marketing strategy, there are two things to consider :

Emotions (emotions) affect non-unique feelings, which can be stimulated by giving special stimuli (Schmidt, 1999). Emotions are positive or negative. Emotions often have a profound effect on the market that consumers remember and choose. 2. Emotions are stronger than emotions and certain stimuli such as anger, jealousy and love. These feelings almost always stem from something or someone (a person, event, company, product or relationship).

3. Think

Companies want to challenge consumers by providing problem-solving expertise and encouraging knowledge and / or creativity to connect customers with the company or product. The ad is in itself more traditional, it uses a lot of text information and leaves a lot of questions.

1. Surprise

It is important to be amazed at how many clients engage in creative thinking. What a surprise when a marketer starts what he expects. Surprises should be positive, that is, getting more than you asked for, something tastier than you expected, or something completely different than you expected. No wonder the marketing experience, it is important to note that wonderful experiences can be very emotional and will stay imprinted in the minds of users for a long time.

2. Fascinate Me (Plot)

If the shock subsides, the malicious campaign will try to pique the customer's curiosity. However, this attraction depends on the needs of each customer. Sometimes one person can be boring to another, depending on the customer's knowledge, taste and experience.

3. Anger

Anger can lead to a conversation or something new. Anger can be dangerous if it is abused and mistreated (Schmidt, 1999).

4. Wet

Actions related to the whole individual (mind and body) to improve his life and his life. Exciting, inspiring and unique messages help clients do things differently and try new ways to change their lives for the better.

5. Contact
Connect individual customers to society or culture. Taste

Make self-improvement, socio-economic status and image attractive to customers. Relevant campaigns show the potential customer of a group of people targeting their customers

Interact, communicate and share similar joys.

The fifth type of experience is provided to the user by the experience provider. They are agents who can provide this experience

1. Communication, advertising of the organization's internal and external communication, and
Public Relations .
2. Identities and symbols, including visual and verbal, names, logos, colors, etc.
3. Product appearance, design, packaging and appearance.
4. Collaborate on marketing opportunities, sponsorship, collaboration and collaboration, licensing, film product placement, etc.
5. Including space environment, office design, interior and exterior, retail stores, sales showrooms and more.
6. Location
7. Including individuals, providers, business representatives, customer service, call center operators and others.
Ideally, a company that wants to create a marketing experience can present the main experience, and the five components of the experience, in the following ways.
Provider experience. This is what Schmidt (1999) universally calls. When developing a marketing strategy, Schmidt (1999) connects the hypothetical premise.
According to Schmidt (1999), if you start with a blank page, the suggested sequence is the sequence in which SEMSE FEEL THOUGHT ACTION is the sequence described in this book. Pulls and stimulates the senses. FEEL creates an emotional connection and makes the experience personally meaningful and rewarding. think about it. ACT stimulates behavioral involvement. Loyalty and insight.
RELATE goes beyond personal experience and makes sense in a broader social context. Schmidt (1999) proposes several methods for the design and management of experienced brands. This concept is summarized in the rules for creating and managing 10 experienced brands with an experienced brand.
1. The experiences are not unique. They need to plan ahead.
In the planning process, the marketer needs to be creative, use surprises, tricks and even motivators.
2. Consider the customer experience first.
The marketer can then determine the functional characteristics of the product and the benefits of the existing brand
3. Attention to the details of the experience.
The concept of meeting the needs of ordinary consumers goes beyond the senses.
Consumer emotions, as well as mind cleansing, cover the entire body and mind of the consumer.
Schmidt (1999) calls it jubilant, which means great joy.
4. Find a duck for your brand. That is, it is expected to be provided by a marketer
Emotional character always evokes memories to maintain consumer loyalty. This character is an amazing framework that captures the overall user experience.
5. Think of the case of consumption and not of the product.
6. “Versatile experience” The holistic horoscope search, as mentioned above, is unusual, emotionally challenging, difficult to think about, and related to the user's lifestyle, and provides a deep connection between users.
7. Monitoring the impact of features and experiences on the experience network.
8. Use the selective method.
Research methods in marketing can be quantitative or qualitative, verbal or visual, inside and outside the laboratory. Trade should be descriptive and creative in research and prioritize honesty, accuracy and methodology.
9. Think about how things have changed. Traders especially need to think about the right time
The company has decided to expand its brand to a new category.
10. Add dynamism to your business and brand. Most organizations and
Branding companies are too intimidating, too slow and too bureaucratic. Dionysianism must be applied to this. Dionysianism is dynamic, emotional and creative.

Create customer experience with source marketing experience
Author: Endang Sulistya Rini
Business Administration Journal, Volume 2, Issue 1, January 2009, 1 - 6