Destroy marketing communication skills

Isn't Philip the originator of marketing? Kotler, but psychology. How to skillfully use the psychological motivation and behavior of consumers to plan and implement efficient marketing activities, so as to enhance the image and promote sales, is an eternal topic in marketing. The following are the communication skills I collected for you about spoiled marketing. Welcome to learn from them.

The premise and scope of using "coquetry marketing"

It seems that this method is very interesting and can arouse everyone's interest and impulse in application. However, this marketing method has its premises and scope of use.

1, use premise

When introducing "spoiled marketing", it is inevitable to repeat emotional relationships such as "boyfriend" and "husband". Because, a major premise of "spoiled marketing" is that users and buyers must have a close relationship, and this relationship is sensitive to "spoiled".

Therefore, before using "coquetry" to promote sales, businesses must weigh whether the target consumers of your products are suitable for coquetry and whether buyers care after coquetry. For example, a girlfriend dotes on her boyfriend, a wife dotes on her husband, and a daughter dotes on her father. But it may not work for other objects.

If your target consumer is a business person, your chances of using "coquetry" to promote sales may be very low, or even useless at all. Because, you can't let a successful man spoil his father or wife. They won't do that.

2. Scope of use

"Spooky marketing", as a sales skill that makes use of ambiguous psychology and face-saving psychology, is not suitable for valuables. Dozens of dollars of toys, no problem; A skirt of several hundred yuan is estimated to be no problem; A few thousand yuan mobile phone may be fine. However, hundreds of thousands of cars, millions of houses and other valuables may go wrong.

Because, when the single cost is too high, the shopping risk is high and rational decision-making is needed. A little coquetry is unlikely to reach sales immediately. Of course, except local tyrants!

For an ordinary person, if the above joke is changed from "I love you" to "I want to buy a Ferrari", this joke may need to be rewritten:

The wife said, "honey, I want to buy a Ferrari."

Husband: "Oh, you're not sick, are you?"

The wife continued, "Honey, I want to buy a Ferrari."

Husband: "God, it seems that you are very ill."

The wife continued: "honey, I want to buy a Ferrari!" "

Husband reluctantly picked up the phone: "ambulance?"

What does this mean? This shows that "spoiled marketing" has a scope of use. Once we break through that scope and boundary, "spoiled marketing" will no longer be a kind of cuteness, but become a burden, and "spoiled marketing" will lose its original intention and give up halfway.

Application method of "coquetry marketing"

Any marketing concept, implemented at the method level, must have a way to realize transactions and promote sales, and this way can be replicated, and "spoiled marketing" is no exception. Below, we introduce three landing methods of "spoiled marketing".

1, clever use of face psychology, from "thing" to "ceremony"

A few years ago, Triumph, an underwear brand, launched a "coquetry mode" in Japan: women can choose their favorite products on their own websites, put them in a "coquetry shopping cart", fill in their delivery address, and then the system will send them to their boyfriends' mailboxes. Boyfriend can choose to pay or refuse.

The wonder of this method lies in the "spoiled shopping cart". If it is an ordinary "shopping cart" without the word "coquetry", it may not achieve the effect that boyfriend is willing to pay.

It is precisely because of the addition of the word "coquetry" that a "joking" behavior is inadvertently transformed into a "consumption" behavior, thus turning simple commodity sales into gift sales.

Because pure underwear is just a product, but this underwear is a girlfriend's favorite, and the underwear she wants to buy will soon become a "gift". Paying for a product is different from paying for a gift.

In addition, although the website provides boyfriends with two choices of "payment" and "refusal", it is actually a test, which tests boyfriends' "love" and "tolerance" in a naughty way and provides boyfriends with a reason of "having to pay the bill".

Haagen-Dazs ice cream has a slogan "Love her, please treat her to Haagen-Dazs", which is also a classic case of using this psychology. Because this sentence will make it difficult for a man to ride a tiger, suggesting that not inviting her to eat Haagen-Dazs means not loving her or not loving her enough.

There is a saying that it is better to be beaten passively than to be beaten actively. The slogan of Haagen-Dazs taught smart men to "take the initiative". Before their girlfriends spoke, they took the initiative to invite them to eat Haagen-Dazs, turning Haagen-Dazs ice cream into a "gift" or "surprise" to express their love. This is why such expensive ice cream can live to this day.

It can be seen that coquetry marketing is actually a psychological game, and it is a promotional behavior that makes people "have no choice" by using psychological factors such as ambiguity and good face.

2. Incorporate entertainment elements to stimulate consumption.

Huang taiji restaurant once held such an activity on the seventh day of a certain year: couples kissed each other in front of Huang taiji's counter and presented a luxurious version of pancakes.

After the launch of this activity, it has become a hot topic for young people. Many people spread the news widely in their WeChat and QQ groups, and many media reported on Huang Taiji.

Why does a small move cause such a big response? It is because Huang Taiji has added entertainment elements to "spoiled marketing".

If you think about it, there is no restaurant, because couples give things when they kiss. This will make people curious, even funny, willing to talk about it and more willing to spread it.

Today's society is a society of entertainment for all. Whoever can skillfully link his marketing activities with entertainment activities will win the attention of consumers and may even win their participation.

With the popularity of chat software, especially QQ and WeChat entering people's lives, we have also seen many beautiful words. In addition, these characters are specially developed to meet the needs of people to express their emotions through symbols. Here, emoji related to "coquetry" also accounts for a considerable proportion.

Then, why does a chat software design so many characters besides exchanging information through words and sounds?

The reason lies in the demand for "entertainment". In addition to words and sounds, people also need those amiable and lovely emoticons to express their feelings. You can imagine: a chat software without any words, can you use it The answer is self-evident.

In order to do a good job in marketing, coquetry marketing must be integrated with "entertainment", so that "coquetry" can be entertained and "entertainment" can be emotional, thus stimulating consumption.

3. Use social marketing to amplify the influence.

20 14, 165438+ The film "The Best Life of a Spoiled Woman" 10 will be released at the end of October. In order to expand its influence, social marketing activities were launched? The "coquetry contest" caused quite a stir.

The first round is in June of 20 14 and 10. Taking advantage of the listing of iPhone6, the theme was determined as "coquetry for iPhone6", which lowered the entry threshold. Netizens make all kinds of coquetry tricks to want iPhone6, and create a public opinion atmosphere in the early stage.

The second round is 20 14 1 1 On the eve of Singles' Day, combined with HTC's "Love Together" activity, the coquetry contest released the theme of "coquetry is not single", calling on netizens to coquetry their loved ones and successfully "strip off".

In the third round, on the eve of the film's release, combined with the hot material "Spooky Brother" formed in the early stage of communication, we called on netizens to play the spirit of entertainment, challenge the Divine Comedy, and continue to inject more attention into the topic of "Spooky Contest".

After these three rounds, the "coquetry contest" was a great success, which also provided a good public opinion foundation for the release of the film.

After the activity, the total number of original videos produced by contestants on relatively closed short video platforms such as micro-vision was as high as 3,000, with a total broadcast volume of more than 20 million. What is even more gratifying later is that the film was released in the country for only one week, and the box office broke through 100 million, and the word-of-mouth burst.

What does this case show? This shows that if we want to do a good job of "spoiled marketing", we must combine it with social marketing means, successfully turn the promotion behavior of enterprises into social topics and expand our influence.

Because, once you realize the successful conversion, many enterprises will follow up and make the topic bigger with you. Take the coquetry contest as an example. After the incident was successfully transformed into a social topic, many enterprises, including Gaode Map, Taobao, Alipay, zhenai, Meilishuo, 360 Film and Television, HTC, Lenovo, Shanghai City that Never Sleeps, China Travel Agency, Darling Gift Shop and Suhe, also responded together and actively followed up, setting off a "coquetry wind".

Matters needing attention in "coquetry marketing"

What needs to be explained is that when you do anything, don't deliberately magnify the essence of things. Although "spoiled marketing" is an effective promotion method, it is not omnipotent. Do a good job of "spoiled marketing" also need to pay attention to the following three points:

1 Making good use of reasonable opportunities is the key to success.

The best promotion time for liquor is Spring Festival, the best promotion time for moon cakes is Mid-Autumn Festival, and the best promotion time for toys is Children's Day. So when is the best time for "spoiled marketing"?

We believe that Valentine's Day and Tanabata, and even Singles' Day, are good opportunities for "coquetry marketing". Whenever these festivals come, lovers seem to agree that "it's time to express their love to each other", so all kinds of gifts and actions to express love have sprung up. In big cities, every Valentine's Day, a rose can rise to more than 100 yuan, which shows the influence of these festivals on couples.

Therefore, if you want to plan a successful "spoiled marketing", the timing is very important. The timing is right, get twice the result with half the effort; Bad timing, half the effort.

It is very important to create an "amiable" coquetry atmosphere.

The essence of coquetry marketing is emotional marketing, and the key of emotional marketing lies in winning through experience. In other words, your emotions can be felt by the other person.

When couples talk about marriage, men generally don't say "please marry me" when they propose to the woman. In order to say this, they will plan many unexpected scenes and atmospheres for the woman, and even some "rich second generation" will pay a lot of money for this, such as fireworks display, helicopter use, lantern festival and so on.

Why do couples have to work so hard to prepare for the scene of marriage proposal? Can't you just bypass the road and say no?

This tells us that things need corresponding atmosphere, and only in that atmosphere can things become more complete. Eating jiaozi, usually eating it and eating it at New Year's Eve, feels different; Drinking red wine, drinking with beautiful women in high-end restaurants, and blowing bottles alone in food stalls feel different; Talking to the camera in an empty room is different from talking to a thousand people in the Great Hall of the People.

In fact, "spoiled marketing" is the same, and it needs atmosphere. Just like Huang Xiaoming's lines in the movie "The Best Life of a Spoiled Woman", it depends on whether you can be spoiled or not. Another key to the success of "spoiled marketing" is to create an amiable spoiled atmosphere.

As a means of promotion, "coquetry marketing" cannot be commonly used.

We have been emphasizing that "spoiled marketing" is a means of promotion. In the marketing process, no promotion means can be universal.

Special price is an effective means of promotion, but it cannot be used frequently, otherwise it will lead to disguised price reduction and damage to the brand.

Free giving is also an effective promotion method, but you can't use it often, otherwise your products won't sell at all.

"Ghost marketing" is not commonly used. Otherwise, it will arouse people's resentment and lose its due effect.