Sell the Experience
分享者：游佳芳
原文網址： http://meetschmitt.typepad.com/schmittblog/2007/07/sell-the-experi.html
昨晚，我與數百名紐約客參加了Celebrate Brooklyn! Festival免費派對。當晚的天氣舒適，佛朗明哥表演也相當令人驚嘆，但今早醒來，令我印象最深刻的卻是－星巴克咖啡。
如同大多數人，我從未注意到活動的贊助商，也並不在意是誰為這個活動出資(但請讓這個免費活動繼續舉辦!)，但為何星巴客能成功吸引我的注意力呢?
當夜稍晚，當壓軸表演開始之際，我看見一位帶著微笑的紳士手持著一個放滿免費的義式濃縮咖啡的托盤迎面而來－星巴克贊助。首先，我必須先聲明，我並非星巴克的粉絲，但我仍很開心的接下這杯咖啡，它讓這個完美的夜晚更加的圓滿。隨著悠揚的樂聲圍繞，我啜飲著咖啡，心中想著：「星巴克真是大方，咖啡也很棒!」。
標誌或是廣告立牌並無法達到那種直接體驗的威力，因此我要向星巴克Starbucks的表現致意，聰明的行銷策略！不直接銷售產品，而是提供體驗(在這個個案中，則是成為我歡愉夜晚的一份子)；如此一來，產品自然就銷售了本身。
-Dina Shapiro
Last night I joined hundreds of New Yorkers at the free Celebrate Brooklyn! Festival. The weather was perfect, the flamenco dance performance was amazing, and yet this morning, the thing I remember most is…Starbucks coffee.
Like most people, I never pay attention to event sponsors. I don’t really care who’s paying for the festival as long as it’s not me (but please keep the free events coming!). So how did Starbuck’s succeed in catching my attention?
Late in the evening, when the headlining act came on stage, I was approached by a smiling gentleman carrying a tray of completely FREE espresso, courtesy of Starbucks. Now, I must admit that I have never been a fan of Starbucks coffee. But, I gladly accepted that espresso. It was the perfect addition to my perfect evening. With the amazing music in the background, I sipped my espresso and thought to myself, “Starbucks is so generous, and hey, this coffee is excellent!”
No logo or ad stands up to the power of that direct experience. So my hat’s off to Starbucks. Brilliant marketing strategy. Don’t sell the product, sell the experience (in this case, being part of my enjoyment of the evening) and the product will sell itself.
-Dina Shapiro
