體驗(yàn)營銷外文翻譯--體驗(yàn)式營銷與傳統(tǒng)廣告

1、<p>　　3300英文單詞，1.8萬英文字符，中文5800字</p><p>　　Experiential Marketing vs.Traditional Advertising</p><p>　　Angela-Mihaela MASTACAN</p><p><b>　　Abstract</b></p><

2、p>　　Experiential marketing is a methodology, a concept that moves beyond the traditional “features- and-benefits” marketing. Experiential Marketing connects consumers with brands in personally relevant and memorable w

3、ays.</p><p>　　The idea of experiential marketing reflects a right brain bias because it is about fulfilling consumers’ aspirations to experience certain feelings – comfort and pleasure on one hand, and avoid

4、ance of discomfort and displeasure on the other. Experiential marketing occurs in person. It is a direct one-on-one interaction between a brand and an individual consumer. This experience creates a stronger relationship

5、with the consumer.</p><p>　　In contrast, traditional product-centric marketing reflects a left-brain bias because it generally seeks to persuade consumers by invoking rational factors that position the adver

6、tised brand as better than competing brands. Product-centric marketing presumes a degree of rationality in consumers’ decision- making that contemporary brain science refutes. Consumers’ decisions are much more influence

7、d by emotionally generated feelings than by their rationally derived thought.</p><p>　　Key words: advertising, brand, consumer, marketing</p><p>　　What is experiential marketing? When you watch

8、a television commercial you see it, you hear it, but do you really experience it? You don't. A television commercial is traditional advertising. It talks to you but there is no interaction. Experiential marketing is

9、just that- an experience; it is designed to be interactive with the consumer, to engage all of the consumer's senses so as to elicit emotional responses in a way that traditional advertising, like television commerci

10、als cannot.</p><p>　　How can marketing be interactive? A company that takes its marketing message directly to the consumer is interactive. For example, a beer company that provides its brand for free on a sp

11、ecial promotion night at a popular nightclub is interactive. That's experiential marketing. People encounter the product precisely where they will be exposed to it in the future. Proponents of experiential marketing

12、believe that, like the nightclub example, consumers will be more apt to internalize the marketing </p><p>　　Experiential marketing attempts to connect consumers with brands in personally relevant and memora

13、ble ways. The alternative term customer-experience marketing emphasises the idea of communicating the essence of a brand through a personalised experience.</p><p>　　As a marketing methodology, experiential m

14、arketing aims to move beyond the traditional "features-and-benefits" marketing, cast to a wide audience that includes not only those who may benefit from a brand or product, but also those who would not benefit

15、 at all. Experiential marketing presents an experience that people choose to attend to and participate in after identifying the relevance of a brand or product to their needs. Personal experiences help people connect to

16、a brand and make intelligent</p><p>　　As a unique approach to the task of marketing goods and services, experiential marketing is a concept that integrates elements of emotions, logic, and general thought pr

17、ocesses to connect with the consumer. The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels.

18、</p><p>　　Appealing to a variety of senses, experiential marketing seeks to tap into that special place within consumers that has to do with inspiring thoughts about comfort and pleasure, as well as inspiri

19、ng a sense of practicality. This means that the marketer needs to have a firm grasp on the mindset of the target audience he or she wishes to attract. By understanding what the consumer is likely to think and feel, it is

20、 possible to get an idea of how to steer the customer in a direction that will rela</p><p>　　In order to engage in experiential marketing, it is necessary to engage as many of the senses as possible. Strikin

21、g displays with powerful visual elements, such as websites, and visual media such as print ads should not only be visually appealing, but also conjure up daydreams of locales and reminders of sensations that are enjoyabl

22、e to the individual. When used to create customer experiences of this nature, a sense of rapport between the product and the consumer is established that helps to mak</p><p>　　Because experiential marketing

23、connects with the consumer on multiple levels, the strategy is ideally suited for contemporary sales and marketing campaigns. Shortened attention spans demand that any ad campaign make a quick impression, or the opportun

24、ity to engage the consumer will quickly pass. While thirty second ads on radio and television once had a great impact, many people now use modern technology to avoid this sort of marketing approach.</p><p>　

25、　This means that ads on the Internet, in print media, and on modern billboards must immediately catch the attention of prospective clients and hold that attention long enough to make an impact. Experiential marketing hol

26、ds the key to making this happen. By appealing to all the senses, and making the connection quickly and seamlessly, this approach to the marketing task ensures that businesses can still attract and satisfy the needs and

27、desires of consumers.</p><p>　　The idea of experiential marketing reflects a right brain bias because it is about fulfilling consumers’ aspirations to experience certain feelings – comfort and pleasure on on

28、e hand, and avoidance of discomfort and displeasure on the other. Experiential marketing occurs in person. It is a direct one-on-one interaction between a brand and an individual consumer. This experience creates a stron

29、ger relationship with the consumer.</p><p>　　In contrast, traditional product-centric marketing reflects a left-brain bias because it generally seeks to persuade consumers by invoking rational factors that p

30、osition the advertised brand as better than competing brands. Product-centric marketing presumes a degree of rationality in consumers’ decision-making that contemporary brain science refutes. Consumers’ decisions are muc

31、h more influenced by emotionally generated feelings than by their rationally derived thought.</p><p>　　Experiential Marketing, sometimes called “XM”, is a trendy term used in the business press to describe a

32、 category of marketing activities that requires a direct encounter with a customer. This direct encounter is different from the majority of marketing activities which are mostly passive in nature.</p><p>　　F

33、or example, advertising is a very passive medium that bombards the customer with messages that need to be listened to or read. Print advertising requests the reader to stop and read the message; in most cases, we skim ov

34、er the ad or just ignore it. In fact, most ads never get noticed.</p><p>　　Markets have undergone a profound transformation after decades of top-down corporate messaging. This change is being demanded by the

35、 enlightened and empowered consumer – the so-called prosumer – who no longer responds to a media-propelled “brand essence.” Most current advertising still relies on obsessive proliferation of the brand through mass media

36、 that seek economies of scale – the more eyeballs, the better. But consumers want more than mass messages sent to eyeballs. They want respect, recog</p><p>　　It is those companies that can deliver the right

37、experience to customers that will succeed in the global marketplace today. Businesses will live or die not by the attributes they promise, but by the experience they offer customers at every touch point – in the store, a

38、t the website, with the product, and through events and advertising.</p><p>　　The question isn't which industries will be transformed by the focus on customer experience, but only which will be first. Co

39、mpanies who do not recognize this change will perish. Those who see the necessity for change and embrace XM will be embraced in turn by the most empowered consumer base in the history of the world.</p><p>　　

40、In the past, the term "experiential marketing" has often been misused to describe advertisements which depict consumer experiences. In contrast we will use the term "experiential marketing" to refer t

41、o actual consumer experiences or interactions with products for the purpose of driving the sale of that product -- i.e. marketing -- not merely the consumer seeing an idealized experience in a TV, print, or radio ad. We

42、will also show that creative experiential marketing, when applied correctly, wil</p><p>　　For further clarification, in this article the word "advertising" is contrasted to the word "marketin

43、g." "Advertising" is taken to mean any activity done to convey product attributes or brand characteristics to a broad base of consumers without explicitly requiring the consumer to take any action, for exa

44、mple, most TV, print, and radio ads. "Marketing" on the other hand is taken to mean any activity done with the goal of eliciting a specific action or response from the target consumer, for exam</p><p

45、>　　Current Trends in Advertising </p><p>　　In the face of tighter budgets and the general demand for greater effectiveness in advertising, many advertisers are starting to employ more creative and innovat

46、ive ways to reach out to their target customers. Many have started advertising cooperatively in order to share costs among two or more advertisers who are trying to reach the same audience. For example, Pepsi soft drinks

47、 are prominently featured in TV spots by the brand fast food restaurants like Pizza Hut, Taco Bell, and KFC. All of the</p><p>　　Other examples of what we consider to be mis-applications of the term "ex

48、periential marketing" are the following. Car ads which show good looking people driving around to pop music depict the experience one can expect to have when driving that car. But the consumer seeing the ad on TV do

49、es not have that experience themselves; they are merely watching someone else have it on TV. Some of the music is admittedly catchy; some of the special effects are indeed "cool;" and some ads might even make a

50、 c</p><p>　　Other ads which are sometimes cited as examples of "experiential marketing" include 1) the "Tide Mountain Fresh" TV ads because the images of snow-capped mountains and meadows

51、 of wildflowers "have direct sensory appeal and evoke the outdoor experience," 2) Burger King's latest TV ads which feature cowboys talking up the "cowboy life style" to refer to the flame-broile

52、d attribute of their burgers. So, while many advertisers and advertisements now use consumers' "consumption experiences" to pitch</p><p>　　Finally, IKEA stores are entirely based on "sets&

53、quot; which showcase a variety of products arranged as they would normally be used if in a bedroom, living room, kitchen, etc. Customers get ideas about what to buy with what when they see the products being used in thei

54、r natural environments.</p><p>　　In many ways the above examples provide the context in which consumers can view and purchase products; but they are all still examples of retail. The question remains, what m

55、otivates the consumer to go to the retail store in the first place? We argue, experiential marketing.</p><p>　　The Beginnings of True Experiential Marketing</p><p>　　Experiential marketing reach

56、es out to the consumer prior to the actual purchase event in a retail store and gives them enough information about the product to motivate them to go to the retail store to make the purchase. This is contrasted to the e

57、xperience based retail examples above, where the customer is already in the store and ready to make a purchase given some final interactions with the product. There is a series of conscious steps that consumers take to &

58、quot;filter" down the set of possible</p><p>　　The use of the words "experiential marketing" goes a bit deeper than merely giving consumers their very own consumption experience as a way to do

59、 marketing. True experiential marketing should also provide significant economic advantages to all the participating advertisers -- i.e. "bottom-line" cost savings in reaching out to their target consumers to c

60、ommunicate product and brand attributes and to motivate specific actions on the part of the consumer. True experiential marketing should be signi</p><p>　　Given the definition of "true experiential mark

61、eting" and the other "requirements" of lower cost, more effectiveness, and better customer insights, we present a few "out-of-the- box" concepts.</p><p>　　IKEA hotels. Given the comm

62、oditized status and lack of differentiation of many hotel chains like Hampton Inn, Fairfield Inn, Red Roof Inn, etc., imagine if a particular chain partnered with IKEA to decorate their rooms with simple, clean and comfo

63、rtable bedroom furniture. This fact alone would give that hotel chain a significant point of differentiation. The hotel chain also gets the economic benefit of furniture at prices that are even better than wholesale pric

64、es on generic furniture. IKEA get</p><p>　　Cereal bars. Given the high cost and ineffectiveness of product research and television advertising for commodity products like cereal, imagine a small restaurant o

65、r section of a restaurant which serves only cereal. It would serve dozens of varieties of cereal through automated, single-portion-dispensing, self-serve stations. The stations would also allow people to "customize&

66、quot; their serving with a variety of milk (whole milk, 1%, 2%, strawberry milk, chocolate milk, soy milk, etc.) and add-ons l</p><p>　　If your initial marketing does not even have to be in a physical retail

67、 space. In fact, some products are best experienced in the environment in which they are intended to used.</p><p>　　Conclusion</p><p>　　"Experiential marketing" as it is defined and us

68、ed in this article goes well beyond simply delivering consumption experiences to consumers as a way to give them the information they need to make a purchase decision. Experiential marketing can also be applied creativel

69、y to deliver greater impact while reducing costs and to weave in market research or customer insights research in ways that could not be done before. Experiential marketing is the difference between telling people about

70、features or </p><p>　　Experiential marketing is a relatively new concept and when a marketing campaign designed around it works it becomes huge. Many business experiential marketing are a success due to vira

71、l factors. People love it. They talk about it. They tell their friends. Brands can become an instant success with a good experiential marketing campaign.</p><p>　　In each case, experiential marketing is abou

72、t encountering a brand in an immensive experience that engages the senses in a way that traditional advertising or marketing never has; it is a user experience.</p><p>　　Bibliography</p><p>　　Sc

73、ott, David Meerman , The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly, John Wiley & Sons Inc, 2007</p><p>　　Kotler

74、, Philip, Managementul Markletingului, Editura Teora, 2005</p><p>　　Ries, Al, Ries, Laura, Cele 22 de legi imuabile ale brandingului - Cum sa transformi un produs sau un serviciu, Editura Brandbuilders, Bucu

75、re?ti, 2003</p><p>　　www.experientialforum.com http://en.wikipedia.org/</p><p>　　體驗(yàn)式營銷與傳統(tǒng)廣告</p><p>　　Angela-Mihaela MASTACAN</p><p><b>　　摘要</b></p>&

76、lt;p>　　體驗(yàn)營銷是一種方法論，是一種超越傳統(tǒng)的“特色與效益”營銷的概念。體驗(yàn)營銷以個(gè)人相關(guān)和難忘的方式將消費(fèi)者與品牌聯(lián)系起來。</p><p>　　體驗(yàn)營銷的理念反映了一種右腦偏見，因?yàn)樗菫榱藵M足消費(fèi)者體驗(yàn)?zāi)撤N感覺的愿望——一方面是舒適和愉悅，另一方面是避免不適和不悅。體驗(yàn)式營銷是親自進(jìn)行的。它是品牌與個(gè)人消費(fèi)者之間的直接一對(duì)一互動(dòng)。這種體驗(yàn)與消費(fèi)者建立了更牢固的關(guān)系。</p><

77、;p>　　相比之下，傳統(tǒng)的以產(chǎn)品為中心的營銷反映了一種左腦偏見，因?yàn)樗ǔで笸ㄟ^援引理性因素來說服消費(fèi)者，這些因素將廣告品牌定位為優(yōu)于競(jìng)爭(zhēng)品牌。以產(chǎn)品為中心的營銷假設(shè)消費(fèi)者的決策有一定程度的合理性，這是當(dāng)代腦科學(xué)所駁斥的。消費(fèi)者的決定更多地受情感產(chǎn)生的感覺的影響，而不是受理性產(chǎn)生的思想的影響。關(guān)鍵詞:廣告，品牌，消費(fèi)者，營銷</p><p>　　什么是體驗(yàn)營銷？當(dāng)你看電視廣告時(shí)，你看到了，聽到了，但你真

78、的經(jīng)歷了嗎？你沒有。電視廣告是傳統(tǒng)的廣告。它與你交談，但沒有互動(dòng)。體驗(yàn)營銷就是這樣——一種體驗(yàn)；它被設(shè)計(jì)成與消費(fèi)者互動(dòng)，使消費(fèi)者的所有感官都參與進(jìn)來，從而以傳統(tǒng)廣告(如電視廣告)無法做到的方式引發(fā)情感反應(yīng)。</p><p>　　市場(chǎng)營銷如何能夠互動(dòng)？直接向消費(fèi)者傳達(dá)營銷信息的公司是交互式的。例如，一家啤酒公司在一家受歡迎的夜總會(huì)的特別促銷之夜免費(fèi)提供其品牌，這是一家互動(dòng)公司。那是體驗(yàn)營銷。人們?cè)趯斫佑|到這種產(chǎn)品

79、的地方正好遇到它。體驗(yàn)式營銷的支持者認(rèn)為，就像夜總會(huì)的例子一樣，消費(fèi)者更傾向于通過這種方式將營銷信息內(nèi)化，而不是像在電視上看到啤酒廣告那樣。</p><p>　　體驗(yàn)營銷試圖以個(gè)人相關(guān)和難忘的方式將消費(fèi)者與品牌聯(lián)系起來?？蛻趔w驗(yàn)營銷這個(gè)替代術(shù)語強(qiáng)調(diào)通過個(gè)性化體驗(yàn)傳達(dá)品牌精髓的理念。</p><p>　　體驗(yàn)營銷作為一種營銷方法，旨在超越傳統(tǒng)的“特色與效益”營銷，面向廣大受眾，不僅包括那些可

80、能從品牌或產(chǎn)品中受益的人，也包括那些根本不會(huì)受益的人。體驗(yàn)營銷是指人們?cè)诖_定品牌或產(chǎn)品與自身需求的相關(guān)性后，選擇關(guān)注和參與的一種體驗(yàn)。個(gè)人經(jīng)驗(yàn)有助于人們與品牌建立聯(lián)系，并做出明智的購買決策?！绑w驗(yàn)式營銷”一詞是指消費(fèi)者在品牌/產(chǎn)品/服務(wù)方面的實(shí)際體驗(yàn)，這些體驗(yàn)推動(dòng)了銷售并提高了品牌形象和知名度。告訴人們產(chǎn)品或服務(wù)的特性和讓他們親身體驗(yàn)這些好處之間的區(qū)別。如果做得對(duì)，它是贏得品牌忠誠度的最有力工具。</p><p>

81、;　　體驗(yàn)式營銷作為一種獨(dú)特的商品和服務(wù)營銷方式，是一種將情感、邏輯和一般思維過程等要素與消費(fèi)者聯(lián)系起來的概念。體驗(yàn)營銷的目標(biāo)是以這樣一種方式建立聯(lián)系，即消費(fèi)者對(duì)基于情感和理性反應(yīng)水平的產(chǎn)品供應(yīng)做出反應(yīng)。</p><p>　　體驗(yàn)式營銷吸引了各種感官，它試圖挖掘消費(fèi)者的這一特殊領(lǐng)域，這一領(lǐng)域既涉及到對(duì)舒適和愉悅的啟發(fā)性思考，也涉及到對(duì)實(shí)用性的激發(fā)。這意味著營銷人員需要牢牢把握他或她希望吸引的目標(biāo)受眾的心態(tài)。通過了

82、解消費(fèi)者可能的想法和感受，有可能了解如何引導(dǎo)消費(fèi)者朝著與產(chǎn)品相關(guān)的方向前進(jìn)，并吸引個(gè)人根據(jù)購買沖動(dòng)采取行動(dòng)。</p><p>　　為了從事體驗(yàn)式營銷，必須盡可能多地運(yùn)用感官。使用強(qiáng)大的視覺元素(如網(wǎng)站)和視覺媒體(如平面廣告)進(jìn)行引人注目的顯示，不僅應(yīng)在視覺上吸引人，而且還應(yīng)喚起對(duì)場(chǎng)所的白日夢(mèng)和對(duì)個(gè)人享受感覺的提醒。當(dāng)用于創(chuàng)建這種性質(zhì)的客戶體驗(yàn)時(shí)，產(chǎn)品和消費(fèi)者之間的融洽感就建立起來了，這有助于在每次相遇時(shí)使商品或

83、服務(wù)更加令人滿意。</p><p>　　由于體驗(yàn)式營銷在多個(gè)層面上與消費(fèi)者聯(lián)系在一起，因此該策略非常適合于當(dāng)代的銷售和營銷活動(dòng)?？s短注意力跨度需要任何廣告活動(dòng)能迅速給人留下印象，或者吸引消費(fèi)者的機(jī)會(huì)很快就會(huì)消失。雖然廣播和電視上的三十秒廣告曾經(jīng)產(chǎn)生過很大的影響，但現(xiàn)在許多人使用現(xiàn)代技術(shù)來避免這種營銷方式。</p><p>　　這意味著，互聯(lián)網(wǎng)、平面媒體和現(xiàn)代廣告牌上的廣告必須立即引起潛在客

84、戶的注意，并保持足夠長(zhǎng)的時(shí)間來產(chǎn)生影響。體驗(yàn)營銷是實(shí)現(xiàn)這一目標(biāo)的關(guān)鍵。通過吸引所有感官，并快速無縫地建立連接，這種營銷任務(wù)的方法確保企業(yè)仍然能夠吸引和滿足消費(fèi)者的需求和欲望。</p><p>　　體驗(yàn)營銷的理念反映了一種右腦偏見，因?yàn)樗菫榱藵M足消費(fèi)者體驗(yàn)?zāi)撤N感覺的愿望——一方面是舒適和愉悅，另一方面是避免不適和不悅。體驗(yàn)式營銷是親自進(jìn)行的。它是品牌與個(gè)人消費(fèi)者之間的直接一對(duì)一互動(dòng)。這種體驗(yàn)與消費(fèi)者建立了更牢固的

85、關(guān)系。</p><p>　　相比之下，傳統(tǒng)的以產(chǎn)品為中心的營銷反映了一種左腦偏見，因?yàn)樗ǔで笸ㄟ^援引理性因素來說服消費(fèi)者，這些因素將廣告品牌定位為優(yōu)于競(jìng)爭(zhēng)品牌。以產(chǎn)品為中心的營銷假設(shè)消費(fèi)者的決策有一定程度的合理性，這是當(dāng)代腦科學(xué)所駁斥的。消費(fèi)者的決定更多地受情感產(chǎn)生的感覺的影響，而不是受理性產(chǎn)生的思想的影響。</p><p>　　體驗(yàn)式營銷，有時(shí)被稱為“XM”，是商務(wù)媒體中用來描述一類

86、需要與客戶直接接觸的營銷活動(dòng)的時(shí)髦術(shù)語。這種直接接觸不同于大多數(shù)營銷活動(dòng)，它們大多是被動(dòng)的。</p><p>　　例如，廣告是一種非常被動(dòng)的媒體，它通過需要聆聽或閱讀的消息來轟炸消費(fèi)者。印刷廣告要求讀者停下來閱讀信息；在大多數(shù)情況下，我們只是瀏覽一下廣告或忽略它。事實(shí)上，大多數(shù)廣告從未引起注意。</p><p>　　經(jīng)過數(shù)十年的自上而下的企業(yè)信息傳播后，市場(chǎng)經(jīng)歷了深刻的變革。這種變化正在被

87、開明的，被賦權(quán)的消費(fèi)者 - 所謂的消費(fèi)者 - 所要求，他們不再對(duì)媒體推動(dòng)的“品牌本質(zhì)”產(chǎn)生反應(yīng)。目前大多數(shù)廣告仍然依賴于通過尋求規(guī)模經(jīng)濟(jì)的大眾媒體進(jìn)行的品牌過度擴(kuò)散——眼球越多越好。但是消費(fèi)者想要的不僅僅是發(fā)送給眼球的大量信息。他們需要尊重，認(rèn)可和相關(guān)溝通，他們表示，給他們的最好方式是通過個(gè)人相關(guān)，難忘，感官，情感和有意義的經(jīng)歷。消費(fèi)者已經(jīng)發(fā)生了巨大的變化，品牌世界必須改變以滿足他們的需求和欲望，否則就會(huì)被那些認(rèn)識(shí)到塑造不斷變化的市場(chǎng)的

88、獨(dú)特影響的人所取代。</p><p>　　正是這些公司能夠?yàn)榭蛻籼峁┱_的體驗(yàn)，從而在當(dāng)今的全球市場(chǎng)上取得成功。企業(yè)的存亡不是取決于他們承諾的屬性，而是取決于他們?cè)诿恳粋€(gè)接觸點(diǎn)(商店、網(wǎng)站、產(chǎn)品以及活動(dòng)和廣告)為客戶提供的體驗(yàn)。</p><p>　　問題不在于哪些行業(yè)將通過關(guān)注客戶體驗(yàn)而轉(zhuǎn)型，而在于哪些行業(yè)將成為第一，不承認(rèn)這一變化的公司將會(huì)滅亡。那些看到了變革的必要性并接受XM的人將會(huì)被

89、世界歷史上最強(qiáng)大的消費(fèi)者群體所接受。</p><p>　　在過去，“體驗(yàn)營銷”一詞經(jīng)常被誤用來描述描述消費(fèi)者體驗(yàn)的廣告。相比之下，我們將使用術(shù)語“體驗(yàn)營銷”來指實(shí)際的消費(fèi)者體驗(yàn)或與產(chǎn)品的交互，以推動(dòng)該產(chǎn)品的銷售(即營銷)，而不僅僅是消費(fèi)者在電視、印刷品或廣播廣告中看到理想化的體驗(yàn)。我們還將表明，創(chuàng)造性的體驗(yàn)式營銷，如果應(yīng)用得當(dāng)，將對(duì)消費(fèi)者產(chǎn)生更大的影響，提高廣告客戶的有效性，甚至比傳統(tǒng)的廣告或營銷技術(shù)節(jié)省成本。&

90、lt;/p><p>　　為了進(jìn)一步澄清，本文將“廣告”一詞與“營銷”一詞進(jìn)行了對(duì)比?！皬V告”是指為向廣大消費(fèi)者傳達(dá)產(chǎn)品屬性或品牌特征而進(jìn)行的任何活動(dòng)，而不明確要求消費(fèi)者采取任何行動(dòng)，例如大多數(shù)電視、印刷和廣播廣告。另一方面，“市場(chǎng)營銷”指的是為了引起目標(biāo)消費(fèi)者的具體行動(dòng)或反應(yīng)而進(jìn)行的任何活動(dòng)，例如，去商店購買產(chǎn)品。廣告的當(dāng)前趨勢(shì)</p><p>　　面對(duì)預(yù)算緊縮和對(duì)提高廣告效果的普遍需求，許

91、多廣告商開始采用更具創(chuàng)造性和創(chuàng)新性的方式來接觸目標(biāo)客戶。許多人已經(jīng)開始合作做廣告，以便在兩個(gè)或更多試圖接觸相同受眾的廣告商之間分擔(dān)成本。例如，百事軟飲料在必勝客、塔克貝爾和肯德基等品牌快餐店的電視節(jié)目中占據(jù)顯著位置。以上所有內(nèi)容都是良好的品牌廣告示例，它們傳達(dá)積極的產(chǎn)品屬性，同時(shí)在參與的廣告商之間分擔(dān)成本，從而降低每個(gè)廣告客戶所產(chǎn)生的成本。電視或電影中的產(chǎn)品布局也正變得越來越主流，在展示名人或電影明星使用的特定產(chǎn)品方面做得很好。<

92、/p><p>　　以下是我們認(rèn)為是錯(cuò)誤應(yīng)用“體驗(yàn)營銷”一詞的其他例子。汽車廣告展示了漂亮的人開車到處去聽流行音樂，描述了人們?cè)陂_車時(shí)可以期待的體驗(yàn)。但是在電視上看到廣告的消費(fèi)者自己沒有這種體驗(yàn)；他們只是在看別人在電視上播放。誠然，有些音樂是朗朗上口的；有些特效確實(shí)很“酷”；一些廣告甚至可能使消費(fèi)者記住汽車的特定屬性；但是，話說回來，上一次有一個(gè)汽車廣告是什么時(shí)候，廣告中沒有快樂的人開著車到處去聽音樂？換句話說，這種廣

93、告對(duì)消費(fèi)者的影響以及它促使消費(fèi)者采取某種行動(dòng)的可能性很低。維多利亞的秘密的著名電視廣告中，漂亮的模特穿著內(nèi)衣閑逛，描述了一個(gè)人穿著內(nèi)衣的經(jīng)歷。但是這些廣告并不是我們所說的“體驗(yàn)營銷”，因?yàn)閺V告的觀眾只是一個(gè)沒有親身體驗(yàn)過產(chǎn)品的偷窺者。</p><p>　　其他有時(shí)被引用為“體驗(yàn)營銷”例子的廣告包括1 ) “潮汐山鮮”電視廣告，因?yàn)檠┥胶鸵盎ú莸氐膱D像“具有直接的感官吸引力并喚起戶外體驗(yàn)”，2）漢堡王的最新電視廣告

94、，其特點(diǎn)是牛仔們談?wù)摗芭Ｗ猩罘绞健?，指的是他們漢堡的火焰烤制屬性。所以，雖然現(xiàn)在很多廣告商和廣告都是利用消費(fèi)者的“消費(fèi)體驗(yàn)”來調(diào)整產(chǎn)品屬性或品牌特征，但他們?nèi)匀粵]有給消費(fèi)者實(shí)際的消費(fèi)體驗(yàn)。因此，我們認(rèn)為，這些廣告不應(yīng)被引用為“體驗(yàn)式營銷”，相反，它們?nèi)匀皇墙?jīng)過驗(yàn)證的“功能和效益”廣告的好例子。在目前的用法中，它們不應(yīng)被視為市場(chǎng)營銷，因?yàn)殡m然產(chǎn)品特征或品牌特征可能會(huì)很好地傳達(dá)，但仍然缺乏消費(fèi)者直接與行動(dòng)的聯(lián)系。</p>&

95、lt;p>　　最后，宜家商場(chǎng)完全以“套裝”為基礎(chǔ)，展示各種產(chǎn)品，如臥室、客廳、廚房等。當(dāng)客戶看到在他們的自然環(huán)境中使用的產(chǎn)品時(shí)，他們會(huì)想到需要購買什么。</p><p>　　上面的例子在很多方面提供了消費(fèi)者可以查看和購買產(chǎn)品的環(huán)境;但他們?nèi)匀皇橇闶蹣I(yè)的例子。問題依然存在，首先是什么促使消費(fèi)者去零售店？我們認(rèn)為，體驗(yàn)式營銷。</p><p><b>　　真正體驗(yàn)營銷的開端&l

96、t;/b></p><p>　　體驗(yàn)式營銷在零售商店的實(shí)際購買活動(dòng)之前向消費(fèi)者提供，并向他們提供關(guān)于該產(chǎn)品的足夠信息，以激勵(lì)他們前往零售店進(jìn)行購買。這與上述基于體驗(yàn)的零售示例形成了對(duì)比，客戶已經(jīng)在商店中并且準(zhǔn)備好進(jìn)行購買，以便與產(chǎn)品進(jìn)行最后的交互。消費(fèi)者采取一系列有意識(shí)的步驟來“篩選”一系列可能的選擇，然后根據(jù)他們自己的“角度”提供的舒適度作出決定。消費(fèi)者購買決策中最重要的因素是他們對(duì)特定產(chǎn)品的體驗(yàn)。當(dāng)然，

97、如果他們沒有這樣的個(gè)人經(jīng)驗(yàn)可以借鑒，他們會(huì)依賴外部的投入，比如朋友的建議。在“信任”范圍的另一端，存在廣告特征和好處。消費(fèi)者沒有理由相信另一個(gè)過分夸大的銷售情況，更不用說將其購買決策基于它。</p><p>　　“體驗(yàn)營銷”一詞的使用比僅僅給予消費(fèi)者自己的消費(fèi)體驗(yàn)作為一種營銷方式更深入一些。真正的體驗(yàn)式營銷還應(yīng)該為所有參與的廣告商提供顯著的經(jīng)濟(jì)優(yōu)勢(shì)，即“底線”成本節(jié)約，幫助目標(biāo)消費(fèi)者傳達(dá)產(chǎn)品和品牌屬性，并激勵(lì)消費(fèi)

98、者采取具體行動(dòng)。真正的體驗(yàn)式營銷應(yīng)該比廣告甚至傳統(tǒng)形式的直接營銷有效得多，更不用說具有高度的可追蹤性，以便能夠計(jì)算和分析具體的有效性衡量標(biāo)準(zhǔn)。最后，真正的體驗(yàn)營銷應(yīng)該提供重要的機(jī)會(huì)，在顧客與特定產(chǎn)品交互之前、期間和之后，甚至在購買所述產(chǎn)品之后，積累關(guān)于顧客的信息和見解。顯然，體驗(yàn)營銷不能盲目地應(yīng)用于任何產(chǎn)品。舉例來說，我們不是在談?wù)撔孪悴菘蓸返目谖稖y(cè)試，也不是在免費(fèi)提供來自箭牌的新口香糖樣品，盡管消費(fèi)者確實(shí)“體驗(yàn)”了上述產(chǎn)品。體驗(yàn)式營銷