Marketing is the process in which companies and consumers fall in love. The key point of the marketing work is to give the product a living vitality, turn the product into a consumer's lover, allow the consumer to establish an emotional connection with the product, and fall in love with the brand.
In the eyes of the lover, Xi Shiâ€™s ancient poem says: â€œStraw grass has many odds, and there are beautiful figures in the beech, and Xi Shi is eye-catching from the eyes of the people.â€ For the product, once it has been given emotional attributes, there will be a â€œcharmâ€ "beauty of.
A woman, in the eyes of a person who is still alive, may have a mediocre appearance, but in the eyes of a lover, it is a beautiful beauty like Shih Tzu. Every move, every word and every line is full of fascinating charm. The â€œbeauty in the eye of a loverâ€ is the result of the interactive emotional reaction between people. When consumers purchase products, they not only require the products to have practical functions, but also require the products to have the attributes to satisfy their emotional needs. Consumers have a feeling for a certain brand, and they will subconsciously feel good about the brand's products. Once this goodwill is formed, it will allow consumers to have a series of chain behaviors and emotional reactions such as repeated purchases, reduced price sensitivity, and trust in the brand.
â€œThe beauty of a lover's eyesâ€ will also be reflected in the relationship between consumers and products. When products and brands become consumersâ€™ emotion carriers, they will become invaluable.
Before 1938, the American public had absolutely no enthusiasm for the giant company "DuPont". This cold and rigid image was completely broken down with the advent of the first synthetic fiber, nylon. DuPont made nylon stockings from nylon. After women in the United States saw the advertisements, they flocked to department stores and retail stores. In just one year, they sold 64 million pairs of nylon socks, which exceeded the total number of adult American women at the time. At the time, the price of a stocking was equivalent to an expensive watch.
Why do women consumers collectively flock to it? Why is it that such uncomfortable nylon stockings can be sold at such a high price? The answer is that female consumers are not buying stockings, but buying personal care for their own details, buying a sexy self-image.
DuPont added necessary emotional factors to the nylon stockings products, so that the stockings were snapped up by women and became a unique secret weapon for them to add their own sexy charm and attract others' attention. The enlightenment this brings to the business is that what you are is not important and what consumers think is more important.
The value of the physical form of some products is far lower than their selling price. The higher value part of the price is because it adds emotional factors, and emotions give the goods a premium.
Using emotions to get consumers' "heart"
The United States marketing king Candolph once said: "The marketing work is 98% emotional work, 2% is the understanding of the product." There are many similarities between love and marketing: lock the consumer is to determine the pursuit of goals; after the target is locked It is necessary to attract the attention of target consumers through its own differentiated and personalized "selling points"; to integrate channel resources, use event marketing methods to focus on promotion, advertisements must be sold to consumers "vision," and promotion methods must be tempting. In order to promote the "marriage" between consumers and products; after "marriage" can not be neglected, after-sales service to make consumers satisfied, form brand loyalty, to prevent "third party" to get involved.
Emotion is the lubricant in the sales process. It is an indispensable â€œroseâ€ to strengthen customer relationships. Emotions are more likely to win consumersâ€™ â€œheartsâ€ than rationality itself.
The goal of the matchmaker's work is to promote marriage between men and women. He will use all means to tirelessly say good things to both parties throughout the work process. The same is true of marketing, and its task is to reach a marriage between consumers and products. During this period, it is also racking its brains and patiently lobbying consumers to list the various benefits of products to achieve sales.
Traditional marketing is like a matchmaker and it is hard for people to use their skills to act as an introducer. All these hardships go without saying, but the results are often unsatisfactory. Even if successful, future events are difficult to predict: making friends may not be married, getting married and guaranteeing no divorce; reading your product may not be purchased, buying your product is difficult to guarantee next time patronage.
Companies need not only matchmakers, but also the appearance of Cupid. Cupid shoulders the mission of love, and when the arrow of Cupid hits you, you fall in love at first sight. Brands are like cupids. They can speak and discharge, and they will exude the irresistible charm of consumers. The brand is not a market tool, but it has the ability to make a winning streak; the brand does not have 18 martial arts, but it has the power to discourage the competitor. Matchmakers want to, but at crucial moments, Cupid will help. Only by "falling in love" with consumers can the brand produce "emotional magic" and it will enable consumers to be loyal to the brand for a long period of time before they can make the enterprise become everlasting. (Source: China Textile News Author: Li Dou)
Who is the world's first salesperson? It was the snake in Eden. It fulfilled an impossible task: to sell the contraband, Apple, to Eve, who had no need for consumption. If marketing is a matchmaker, the brand is Cupid.