Consumers are too "loyal" - a price war, consumers immediately transfer, as long as there are new brands, new concepts appear, consumers will have the psychology of trying and changing, and thus affect the degree of trust in the original brand. Therefore, the means of marketing is becoming more and more singular, the level of marketing is reduced, and the order of the market is thus chaotic. On the other hand, consumers complain that companies only make superficial articles and buy two “faces†before and after purchase. Is this the fault of the consumer? The reason is that the company has not touched consumers, and consumers have not been touched.
First, people are touched is the higher realm of brand marketing
It's easy to know a brand and it's easy to remember a brand. However, it's not easy for us to be satisfied with a brand, and it is difficult to build loyalty to the brand, not to mention the brand.
No matter how advanced the material is, no matter how advanced the technology is, no matter how much the Chinese and foreign cultures are different, people are eager to move. Don't say business experience, it is also extremely scarce in our daily life experience. Because of scarcity, people are more eager to move. The existence of such a desire to be touched is the basis for moving the existence of marketing. It is also because of the existence of this demand that “touching†occurs frequently, and it is the market that touches marketing.
Moved once and remembered for a lifetime. This is the effect of moving marketing. If a brand has been touched, then the brand and the person are not as simple as the relationship between the product and the person. It is the realm of people and people, people and enterprises sincere and love, which is a higher embodiment of the humanistic spirit and humanism in the market economy. In this regard, we must study that a customer, a consumer who has never met a company or its brand, can be touched at the same time, can be moved, form loyalty, what is it? This requires the analysis of the brand, how is the value of the brand formed, and how is it expressed?
Second, how the brand touched consumers
Many companies simply believe that brands are advertising, doing activities, promoting propaganda, and doing logo design. In fact, the brand is closely related to the leaders' values ​​and corporate culture, and it is from the inside out.
Employees, distributors, products, organizational systems, and internal mechanisms all reflect the brand and are the carriers of the brand. Therefore, a brand that can touch consumers on the outside must have a solid foundation within the brand, have corresponding corporate values ​​and corporate culture, have matching product design and marketing concepts, and reflect the various dimensions of brand value.
Corporate culture: from honesty, from conscience, adherence to principles
After the brand has to form its own unique personality, it can be called a consciously constructed brand. Many of China's corporate personality characteristics are vague, but they have formed some personality behaviors that may conflict with each other unconsciously. However, there is no conscious construction of brand personality.
Corporate behavior is chosen by business leaders and is based on the values ​​of leaders. Correspondingly, corporate marketing will reflect corporate culture and corporate values. Therefore, every brand that wants to touch consumers must first consciously shape a personalized brand image. To be a brand is to be a person.
Brand value One factor that is ignored by Chinese companies is the social characteristics of the brand, including public welfare, social return, environmental protection, and integrity. Touching the marketing culture from integrity can touch consumers. In ancient times, the business adhered to the principle of “children’s ignoranceâ€, and the belief that “the gentleman loves talent and takes it right†is the premise of moving marketing. A company that does not adhere to the principle, does not pay attention to the business of the business, can not talk about moving marketing. Following the basic principles of business and corporate “being a man†is the basis for moving marketing.
In the "Da Zhai Men", Bai Jingqi burned the unqualified Chinese medicine worth 70,000 silver. If it is placed today, it is a typical case of moving marketing. In contrast, Haier’s refrigerator incident is easy to understand.
In the United States, there was a very small retail store with small appliances. A few days ago, the customer had a quality problem with the washing machine purchased, and the repair point was repaired, which surprised the customer. At the same time as the problem product, another washing machine that was better than the customer was added as a customer spare item, and there was nothing - just to bring surprises and impressions to the customers. These similar moving cases do not seem to have any superb marketing technology content, but it determines the future of this home appliance retailer and determines GE's position in the world.
Nowadays, many companies believe that they can manipulate consumers, create touch, and deceive consumers' "cheap" feelings. Perhaps they may "attract" or "impress" consumers. However, it is not the consumer's inner feelings, the pursuit of different purposes. The results are different, and the end consumers will abandon these companies that do not speak the principle of good faith.
In order to move to create a touch, I can't get a moving reward.
Product design concept: moving from the product, the details reflect the perceived value
Brand value must be sensible. Perceived value is often overlooked by many companies. As a technical expert, as a business decision-maker, product design technology is leading, costing higher costs, and surpassing competitors is valuable. However, for the user, it is often not appreciated. They don't pay for a technology and cost that they can't experience and perceive, and they won't be moved.
The touch is in use, in the details of the product, only the details can make consumers feel. Feel thoughtful and caring from the details. After product homogenization, the details are more important, and the details are differentiated. Therefore, it is not the patent of the service industry that is touched, and the manufacturing industry also applies.
People are often touched by the design details of Nokia mobile phones. Every detail is exactly what people need. People are amazed at how it feels so thoughtful and thoughtful. This long-lasting touch has created customer loyalty, and as a consumer, it will continue to spread its reputation. People can ignore its shape and resist the temptation of new brands outside the world, because in the use of the product, in the perceptible details, people are moved.
Sakura is a Taiwanese brand. Its recognition was not high, but its loyalty was very high. Why? Because its gas cooker is free to send oil filter nets all the year round. In this detail, the user is moved. Once touched, it is the eternal word-of-mouth communicator and loyal user. Another brand, using better and more advanced subject materials, consumers do not buy it. So, is this concept moving consumers in several ways?
One of the marketing concepts: abandoning the gorgeous packaging, returning to the human nature of sincere care
Personal contact is an emotional element of brand value. That is to say, a brand should establish contact with consumers and maintain personal communication. To establish personal contact with consumers, it is necessary to return to the origin of people.
There are a lot of misunderstandings in marketing. I think that fashion advertising, lively activities, and gorgeous packaging are marketing. In fact, human nature is simple, and moving is not a gorgeous rhetoric, but our simpler needs. Touching marketing should abandon the gorgeous appearance and return to the source.
Touching is usually related to the family and is related to the child. I have never heard of children using gorgeous rhetoric and stylish packaging. On the contrary, it is because of the child's simplicity and the poor language ability, it is more likely to be touched. The advertisement of Kodak film has always been a child. It has always been a scene of ordinary life, a child crying, a child's laughter, a child's jealousy, a child's naughty, and moved generation after generation.
Touching is usually related to human nature. "Nippon Paint" is a natural force in the huts and springs on the prairie. It is so joyful and moving. Humanity does not like hypocrisy and complexity, likes simplicity and simplicity, loves warmth and friendship, sincerity and harmony.
No matter how advanced technology is, how does society develop, everyone has a desire for humanity. Modern society lacks historical inheritance, lack of integrity, traditional discards, and poor social cohesion. Only in this way, it is especially necessary to return to human nature, and people are particularly vulnerable to being sexy.
The second marketing concept: irrational touch
Whether it is recognition, memory, reputation, brand, and loyalty, to some extent, it is irrational. The pursuit of a brand is usually irrational because it is irrational. The so-called rationality is just to find a reason for support for their irrationality.
A consumer symposium in the telecommunications industry, they pointed to a picture of a son riding on his father's shoulders, saying, "The enterprise is a giant, a father, I am a son, and he is cared for. This is what I like." In many professional fields, companies are technically strong, consumers are psychologically weak, and consumers need such irrational protection and care.
Consumer psychology is often irrational. Similarly, the consumption process is also irrational. Especially female consumers, the irrational component is bigger. It is a very common phenomenon to buy a much higher value product by being moved by a novel and lovely promotional product.
According to the survey, 93.5% of women aged 18-35 have had various kinds of irrational consumption behaviors, that is, “non-essential†perceptual consumption caused by discounts, friends, sales staff, emotions, advertisements, etc. . Irrational consumption accounts for 20% of female consumer spending. This kind of emotional consumption is not planned in advance, and the goods purchased are not necessary for life. Touching is the motivation for these irrational buying behaviors.
The third marketing concept: change with the changes of consumers
The brand connotation is lasting, but the external manifestation of the brand must keep pace with the times. "Let's grow old with you", this is the realm that many people are moved, and the realm that the company pursues. The brand can be deeply rooted in the hearts of consumers with the growth of consumers.
Consumers want to have a brand to go through the years with themselves, know their needs, and consider their own needs. Then, as a company, we must constantly understand the needs and changes of customers, and continue to serve consumers in new ways and with new products. By.
Instead of moving marketing, it is better to say that sincere marketing, moving is neither a starting point nor an end, but a node in the process. If you want to move to marketing, consumers are not fools, they have a very strong defense mentality, and they will be even more scared. Touching is something that can't be met, doing it with heart, sincere hospitality, in the process, consumers will be touched.
Rising anti-virus, the market leader of the year, did not keep up with changes in the environment and changes in user demand, did not timely transfer from the stand-alone version to the online version, it can not have sustained touch. IBM's move from stand-alone to host and then to service is changing with changes in consumers.
Conclusion: Whoever moves the marketing first will occupy the long-term market
China's market economy is not long, the consumer-centered concept has not yet been fully established, the user satisfaction system is still not perfect, and there are still many incorrect understandings of the brand. Therefore, the road to moving marketing is still very long. In this context, if blindly promoted marketing, it is just a parrot, it is difficult to really play a role.
However, in any case, moving marketing is conducive to the return of marketing to its essence. The demanded consumers are high and are a boost to other competitors. Therefore, moving marketing is more conducive to social progress.
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