体验营销案例（Experience marketing case）.docVIP

体验营销案例（Experience marketing case） Today, all the problems in enterprise management, all aspects, squeeze us, how to break through? How to easily deal with the workplace, deal with management? Predecessors trees, descendants cool, how to get inspired from the previous business case, the famous experience marketing training expert Tan Xiaofang teachers summarized ten cases of experience marketing: INGDirect experiential marketing case The implementation of INGDirect strategy as an example to illustrate this point. This is a no physical outlets retail bank, all of its business is done through the Internet, telephone and e-mail. In order to promote banking services to new potential customers, INGDirect in the centre of New York city opened a coffee shop. This restaurant has elegant environment, a comfortable lounge, customers can read newspapers here, through the plasma screen to understand the market trends, the use of a free network to understand your portfolio -- or is chatting with friends or look at the people around. Surprisingly, the customer can not handle the financial business in the INGDirect coffee shop. However, this is only a dot, in the first year of business have generated more than $200 million in new deposits and mortgage business. INGDirect bank realized that the popularity of financial services is very high, to let potential customers to accept the banks financial products, to provide them with attractive experience is the best means. But the INGDirect coffee shop is not to provide free services. It sells coffee, tea, cookies and other pastries and the price of Starbucks almost -- people are willing to pay the price, because here the consumer experience is very comfortable. Moreover, although the INGDirect bank will not disclose the financial status of the coffee shop (the New York coffee shop is very successful, it later in Philadelphia and Losangeles have also opened a coffee shop), but through the observation, we have reason to believe that the ma