McDonald's marketing compaign

There is a McDonald's 25th anniversary QIQU toy factory exhibition in Shanghai!  It was opened from 22/12 to 11/11.  There are  quantities of 2530 kinds of food and toys showed in this QIQU toy factory exhibition.  The success of the campaign was not only showed some rare toys from  all over the world for the Mc Donald's toy collectors but also brought the pure happiness for all the people whatever for children or adults.  It is also the culture which Mc Donald's wants to deliver to the world.  McDonald's marketing campaign links the cultural value- happiness, memory to the consumer behavior.  McDonald is clever.  The company sells food with toy to consumers and during the eating process, family or friends enjoy the warm, satisfy, family-ships and friendship and these emotions will be added to the extra  happiness from the toy given.  This can be seen as a way of priming and establish schema belongs to McDonald in the consumers mind.  McDonald meets the needs of physiological and belongs to ensure consumers will choose affective decision -making. 

 We all know that collecting toys is the natural characteristic for children.   This can encourage them to do the habitual decision-making applying the instrumental conditioning And if these children or teenagers keep the habit and McDonald' toys will become a kind of memory along with their whole growing up lives.  They create memories, stories or other special significance  for McDonald's' toys.  This kind of consumer behavior will along with their whole life.  They will co-create more values for both themselves and the brand.  Thus, the value of brand will increase.   They may pride of their collecting achievements which meets the higher needs from Maslows Hirarchy of needs.  

Therefore, based on above, the event can be attractive and achieving big successful.  Brand loyalty plays an important role for the high involvement in motivation for McDonald marketing campaign.   It is McDonald expected effects for that repeat purchasing behavior that reflects a conscious decision to continue buying the same brand ----McDonald!!!

(Solomon,2015)

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The distance between you and your favourite luxury brand is only a cup of coffee !

In recent years, some famous luxury brands are not only producing clothing, shoes or bags as we all known,they trends to open branding cafes all over the world.  Masion Hermes Dosan Park are the forth Hermes flagship stores in Seoul.  The Price of a cup of coffee in Cafe Madang is 13000KRW (7Pound).  What surprised to consumer is the room design bring into high level of correspondence with the brand mentality.  Similarly, in china, Gucci catches consumers' eye as an restaurant.  Consumer can recognize Gucci for its woody texture and the golden environmental color.  In addition, all menus, tableware and even napkin are all made by Gucci.  

It is an branding experience for consumers that can both enjoy Gucci foods and use its products simultaneously.  For Gucci fans, it is can be seen as an unavoidable experience to create a schema which is a cognitive framework they develop through this dinner experience.  And this schema which belongs to Gucci determines interpretation which is the third stage of perception.  The price of 150 RMB attracts more consumers to focus on Gucci.  These experiences of having dinner and drinking coffee are almost becoming events of companies for the aim of motivation.  Communications between consumers make them involvement in these brands.  How brilliant market promotion is!  That strategy of promotion is a perfect example of using promotion to achieve stages 2 of perception - attention. The kind price for luxury brand experience turns from cognitive decision-making to the type of affective and habitual which gives consumer needs of affiliation, power and uniqueness.  In general, cafes is a successful application of different threshold.  Target market can know brand stimuli by the same texture,sight,smell which are the examples of classical conditioning in learning theories.  However, the new product line makes  them explore more . Thus, different threshold refers to the ability of a sensory system to detect changes in. And  differences between high price of its original products and the nicely price of consuming experience encourages communications which has the function of making stronger the sensory system. (solomon, 2015)

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Sensory Marketing

Learning event management,  I try to create pleasure experiences for events.  Consumer receives external stimuli through five sences(visual, smell, taste, hearing, touch).  Chocolate Happy Land is a wonderful example of making full use of five senses to create an ultimate art experience to get a higher value of consuming on sweets and chocolate.  There are many topic experience zones which showing culture and arts in different styles.  All of those make by chocolate, candies and cookies !  There are many shows and DIY providing for enjoying and consuming.  Chocolate in this park is becoming a kind of mind to represent on enjoying life and arts.  The event is a platform for promoting their  business culture or family day. 童话主题馆 | 巧克力开心乐园 | 全国首家文化创新巧克力主题公园 - 上海最好玩！ http://chocolatehappyland.com/happyland/story/  

Some personal ideas about the topic-CBEM

During the summer holiday, I was very lucky to take part in HOME INTERTEXTILE which is China International Trade Fair For Home Textiles and Accessories-Autumn Editio. www. intertextile-home.com.cn  www.intertextilehome.com as an exhibitor belongs to SUZHOU SHOWTEX TextileCO.LTD.  It is an wonderful international platform for professional competitive and friendly communication in specific business fields, promoting popular products and brands, developing their new products and ordering new business  for their own companies.  SHOWTEX is company for sofa fabric.   In my original mind, this kind of business can only be related to the products on the area of quality, colour, pattern, price and something all like these.  

After this  experience, I realized that it is  also an experienced marketing related to service, feeling, emotion.  I can't wait for considering what are the new elements for event business on even the traditional light industry area in china ...  There was an exhibitor designed their specialty area as an relaxed Chinese characteristic home with salabel sofa products.  Expect that, professional Miss volunteers providing clients for the polite services on coffee or tea.  Of cause, these comfortable experience can win a better business culture for their branding image,  build good relationship with their clients and catch their eyes on their area to fight for more order.  promotion collected with experience can have a wonderful effect.  

It is brilliant to create a wonderful experience for clients using an event and it is a good choice to take the experience away(buy and consuming).