Buying a car is not like buying a dress, and once a finger is pulled, a car is big for the average family, and it is often used, and it is necessary to experience it first-hand. As the pilot activity unfolds, the voluntary invitation of clients to experience a car, sponsor a star, organize an event, and become a marketing tool for the factory。
This year’s experience of marketing seems to have become a means of competing with major producers at night, while the experience of car marketing has been divided into three main types: a visual experience that stimulates consumer feelings through hearing, vision and touch; an ideological experience that resonates with consumers; and, lastly, an operational experience that enriches the lives of customers and increases the sense of participation. And this year, with the efforts of the major producers, the experiences are so intense that you can see which is your dish。
Intuitive experience marketing
Characteristics: long duration, wide range of activities and large number of participants
2015 representative event: east wind shower is a car-type experience; long walk city mission
After two years of subdued city missions, this year's event created a whole new race, with the addition of elements such as the "royal championships" and "box" and the introduction of the concept of "all of us" . In 2015, the runaway city mission challenged shanghai's f1 track, a story you wrote about the track。
While urban missions are taking place in large cities, consumers can experience the rich content of their urban tasks, including plastering, graffiti, puzzles, etc., and the performance of their vehicles, as well as their dreams of their own tracks, in order not only to make consumers feel the charm of this car, but also to feel the sincerity of their cars。
The eastern wind signs passive all car-type experience is the largest and most diverse east wind show so far. Moreover, this year has been defined as a year of user experience, integrating resources in various fields such as offline public relations, digital marketing, advertising and end-marketing, with the “moving-assisting car-type experience” as the main thread for this six-month-long three-dimensional marketing experience。
By definition, consumers can experiment free of charge at the site during the event, experience all the models of the east wind, and have professionals degrading car knowledge for consumers to increase consumer participation. As at 21 december, 125 cities (12 in the first line, 22 in the second line and 91 in the third line) had been implemented, with cumulative activity trails: 26829 and transaction orders: 6334。
Ideological experience marketing
Characteristics: the number of participants ranges from an unlimited increase in media visibility
2015 representative: east wind day sponsored big football; gilly sponsored china national swimming team
This experience of marketing is simply spreading through resonance with consumers, such as the purchase of a mercedes g500, which seems to be the same as fan ice, as in a few cases. For such marketing to work best, the media with consumers become essential, while the largest number of participants (including viewers) in sports, and the largest number in football, is the sponsorship of football as a popular way of marketing cars. And in such sponsorship, it can occasionally surprise both sides。
Gilly sponsored the chinese national swimming team, directly awarded the newest brand brand, bori gc9, awarded members and coaches a positive brand image, increased the status and affection of the nation’s heart, and, along with ning zedao’s birth, reaped a tremendous surprise, giving little knowledge of the news that gilly sponsored the team, and that the championship prize “bory” had become a hot purchase product, and the phrase “the champion is the world, the champion is the champion.”。
This is certainly the most memorable sponsorship this year, because this year, while he is winning, he once again ignored the contract and replaced himself with a jersey with a life-old jersey. But this change of uniform, which has made the life of lord hen and east wind a hot topic, is a little comfort. But in the case of sponsorship alone, it's been enough for a fan to be happy to drive the same car as the twin crowns。
Movement experience marketing
Characteristics: high consumer participation and simple participation
2015 event representative: bmw sponsored the international marathon
According to the chinese network of officials of the marathon (caa), there were 128 marathon events in 2015 (including 22 that had not yet been organized), compared to 34 in 2014. Running is really a fashion. Sponsoring a run, however, became the fashion of a car company, and the bmw became one of the most popular sponsors of the marathon this year, not only with bmw signs on your faces, but also on all the runways. This is a better ad than television, and this year it has to be rocked, as in guangzhou, where nearly 80,000 people signed up for it, demanding more than supply, and drawing lots, eventually becoming a major marathon event for 30,000 people. Beijing and shanghai marathon are more popular than any other. It is no less difficult to sign than it is to finish the competition, and notices and uniforms are often placed in the circle of friends。
Experiential marketing has become the most popular way of marketing in recent years, and i wonder which one you like
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