医疗技师有哪些:The Best Advertisement: Experiential Marketing

The Best Advertisement: Experiential Marketing

What can be marketed?

Philip Kotler had concluded that 10 types of entities could be marketed, that is, goods, services, events, experiences, persons, places, properties, organizations, information and ideas.

Starbucks is famous for its Experiential Marketing in coffee. In my opinion, its marketing pattern is not only a unique marketing, but also a distinct advertising. On the one hand, once the customer enters into the Starbucks, he or she will enjoy the experience in coffee; on the other hand, the regular people will create a word-of-mouth atmosphere among the public. Therefore, although Starbucks didn’t advertise in the market, it is famous and widely known by the public. So I think its experiential marketing is the best advertisement.

What is Experiential Marketing?

Experiential marketing is the kind of marketing that connects with the consumer on multiple levels - it appeals not only to their emotions, but to their logic and senses. To put it simply, experiential marketing focuses on the entire customer "experience" and what the consumer’s response is, rather than a certain individual marketing piece. [1]

Experiential Marketing of Starbucks: the best advertisement

Experiential marketing is the marketing of experience, but it is not just that. Experience is not singular, which should focus on the goods, services and other marketing entities. Starbucks knows undoubtedly that the best “advertisement” should along with the superior goods and full services and so on in order to make synergy effects.

First, Starbucks have a clear positioning. It focuses on the white collar which has the enough money to consume and appeal to elegant lifestyle. Perfectly, its experience can address their needs. Meanwhile, the white collar also desires a free and comfortable place to relax and enjoy themselves. And they are always loyal to satisfied brands which are thought famous and suited. Starbucks devotes itself to provide high-quality coffee, apply comprehensive services to satisfy the needs of its target audience to improve the loyalty of Starbucks.

Second, Starbucks has produced the perfect product: starbucks coffee. In order to make sure the high-quality coffee, from select the materials to make coffee, the staff of Starbucks has done the good job. When the coffee is put on the table, we may not thought the behind work of it. Due to the careful choice and elaborate coffee, the customers have the opportunities to taste the perfect coffee.

Third, the staffs in Starbucks serve every customer heart and soul, which make every customer full satisfaction. This makes for repeated purchase or repeated experience. The services of Starbucks are standardized and humanized. Whenever or wherever, whoever enters into their store, he or she will get the same and integrated services, most importantly, and the hommization is the core ideology of services. So the customers are glad to visit their store and have an experience.

Four, in order to address the needs of the third space, Starbucks must provide an appropriate place. Exactly, they do it. Because they want to carry out their motto: My cafe, my third life place. Maybe the first trip to Starbucks is due to its place, we are appeal to its decoration of the store. Once we enter, we will be fascinated by the indoor atmosphere. Since then, we love it and enjoy it.

The four factors above pave the way for its brand and experiential marketing. On one hand, they enrich the brand knowledge of Starbucks in its target audience. Whether brand awareness or brand image, the four factors are all necessary and pivotal. Owing to the attributes and benefits of the brand, the customers know it and accept it gradually. This is the primary best advertisement to the new customers. After the first experience in Starbucks, the four factors make for the repeated experience for themselves and at the same time the word-of-mouth has been the indirect best advertisement to new customers. In the long run, experiential marketing not only keeps the regular customers, but also appeals to new customers continuously. During the process of experiential marketing, experience undoubtedly has been the best advertisement among the target audience.

References: [1] Refer to articlebase.com