Marketing news. .

Marketing news: stories about marketing and relatively novel news; 1. What can ward off evil spirits better than the fastest fencing?

Why did Xiang Yu and last stand sink the boat and break the kettle in violation of military regulations in the Battle of Julu, but they won?

Therefore, it is very hard for you to ask people for methods and skills here, but it is useless to tell you other people's methods, because they are all the same.

Carve a mark on the side of the moving ship to show where someone's sword fell ―― take measures regardless of the change of environment.

Every company has a different mood at the front desk every day. How can we find a universally applicable method?

Therefore, it is enough to ponder other people's cases with your heart, combine your own practice, and constantly strive to improve.

Therefore, it is usually not a trick to win, but usually a systematic mess to win.

Reference:

10-year-old flower girl gave the marketing director a marketing lesson.

A little boy under 10 years old sold roses to three big men. And none of the three big men sent flowers at the scene. In other words, without this kind of consumer demand, they unconsciously became the successful marketing target of flower girl.

These three people are a marketing director, a marketing manager and a provincial manager. This story really happened to the author himself. A story is a story, but if colleagues in the marketing field savor it carefully, they can really realize something-read the story first, and then tell it!

Time: February 2004 18 at 22: 00.

Classroom: A pub in Xi 'an Huimin Square.

Lecturer: flower girl

Students: three diners (marketing director, marketing manager, Shaanxi provincial manager of a pharmaceutical factory)

Accompanied by the marketing manager, the marketing director went to Xi 'an to inspect the market.

Due to the late flight, after arranging accommodation, the three went to the local flavor food "Huimin Square" for dinner. The three of them ate and talked about the sales work in Shaanxi market.

Someone knocked at the door outside the private room. A gentle smiling face greeted the room. "Good evening, bosses, can you let me in?"

"Come on in!"

A grinning little boy in washed jeans stood about 1 m away from the dining table and said to three people, "Look at those red-faced gentlemen, they must have made a fortune. Why don't you buy some flowers? ! "

"Who do you think we three big men buy flowers for?" Shaanxi manager said casually.

"To the handsome guy!" .

The little boy smiled at the author.

"This boy, it's too flattering. How old are you? " The author smiled and said to the little boy.

"Ten years old. Listening to the boss's accent, he is from the northeast. Northeasters are very rich. See if you still smoke Chinese! " The little boy said!

"This boy, just pick a good-looking one and say, let's go, we won't buy it!" The marketing manager is getting impatient. "Don't buy it doesn't matter. I will give you one. Roses can bring you peach blossoms! " The little boy smiled mischievously, put a rose on the dining table, picked up the beer bottles on the table and filled them one by one, then walked aside and watched everyone quietly.

"This how line, quick give this little guy a few dollars ..." The author is obviously worried.

The marketing manager handed the little guy 5 yuan money. The little boy skillfully took the money, quickly put it in his coat pocket, looked up and said to me calmly, "One 10 yuan"! And quickly walked behind the marketing manager and beat his back with his thin little fist!

I smiled at the marketing manager, and he took out his wallet, but unfortunately there was no change! So, the marketing manager had to take out 10 yuan, ready to change it into 5 yuan money in the little boy's pocket. However, unexpectedly, the little boy took it, quickly put it in his pocket, bowed deeply to the marketing manager and said, "Thank you, michel platini"!

..................................................................................................................................................................................

The three of them have laughed until they spray wine, spray rice and spray rice!

The little boy blew a kiss to the marketing manager with a big smile on his face and read, "michel platini, I love you!" " And walked out the door backwards!

The story seems to be over. When we came to the hall after supper, we saw the little boy again. What is different from just now is that the little boy has no roses in his hand. He is enjoying the meat sandwich in his hand happily in the corner of the hall. When he saw the three of us still making faces at us playfully!

Smart, naughty, lovely and respectable little guy! ! !

2. Search engine promotion: (BtoC) For example, promote corporate websites on Baidu and goole, so that customers in need can directly see your website and understand your products. It is the main channel of network marketing now, and it is developing rapidly in China. In 2008, Baidu occupied 74.5% of the search share of search engines, leaving Google far behind, which was mainly due to Baidu's deep understanding of China's online name search habits. Is the absolute king in the field of domestic search engines, with first-class effect. Google is suitable for export products.

Online stores: Taobao, Yi Bei and other popular products aimed at the demand of online names, mainly consumer goods.

Alibaba: (BtoB) The information exchange platform between enterprises has a wide coverage in the south of China, but relatively few in the north.

The overall scale of netizens in China ranks first in the world, but compared with the United States and other western countries, netizens in China account for less than 25% of the national total. Compared with western developed countries, there is still a big gap, and online marketing and e-commerce are still in their infancy. However, it can already be seen that the network in China is developing very fast. It can be said that e-commerce and online marketing in China should usher in their own spring.

3. The "all-round selling point" of brand management in the future is to make each brand have its own unique identity. The brand "five senses" can make consumers enter the five-dimensional multi-sensory experience from the traditional two-dimensional sensory space, and find a broader source of vitality for brand life.

The popcorn stand in Disneyland will open the "artificial popcorn fragrance" when the business is light, and soon customers will automatically smell the fragrance; DaimlerChrysler has set up a research and development department to deal with "the perfect sound of opening and closing doors"; The perfume on the stewardess of Singapore Airlines is specially formulated as "perfume on hot towels", which has become the patented perfume of Singapore Airlines.

This is the brand concept of the new century, which contains the characteristics of faith and extends the sensory perception. From the beginning of brand development, it leads to the "all-round selling point" of brand management in the future-every brand has its own identity, and every information, every appearance, every ceremony and every tradition is transmitting this identity. Making good use of the brand concept of senses has become a new way of all-round communication.

Martin LinzChom, the world-recognized chief brand master, cooperated with Miw Brown Market Research Company, WPP Group, the world's largest research institution, to launch a comparative study of sensory competence and brand management, visited thousands of research objects, and investigated Chile, Denmark, India, Japan, Britain, the United States and other *** 13 countries to understand the role of senses in establishing effective brands in stages.

Find the sensory touch of consumers

We often use a "brand pyramid" strategic thinking tool to deduce and discover how consumers and brands are connected and related, and use a behavioral science theory "the driving force of human nature" to interpret the primitive instinct that affects human behavior. This stems from the research of Desmond Morris, a human behaviorist, and his profound discussion of primitive animal behavior in Naked Ape. The driving forces of human primitive behavior can be divided into seven categories, such as sex, health, security, status, curiosity and so on. In this way, in the process of development, we can deduce what consumers really want or expect from the most primitive desires and needs of human beings, and what they really want to impress consumers. Of course, we also find that these desires and demands often return to human senses in the end, which is inseparable from the so-called "five senses" (vision, hearing, touch, smell and taste) experience.

Generally speaking, advertising companies rarely develop or create some unique "natural" senses and "features" for products, such as personality, sound, smell or touch. The role of advertising companies is to help manufacturers find out the biggest characteristics and advantages of products or brands themselves, accurately grasp the selling points that attract consumers, and communicate with consumers the information that products/brands want to release. Therefore, as a disseminator of brands and products, the main responsibility is to lead manufacturers to go deep into the role of consumers and establish a deep connection and association between brands and consumers. If we can move from the traditional two-dimensional sensory space of consumers to the five-dimensional multi-sensory experience and interpret it from a new perspective of 5D, we can find a broader source of vitality for brand life.

Suppliers of products tend to start from the commodity side and repeatedly emphasize that their products have ten functions or eight advantages, but they often ignore the role of consumers and do not deeply understand the feelings of users. In consumer analysis, a method called "deep dive" is often used to find out the delicate experience of consumers in a diversified and multifaceted way, and to find out the viewpoint that has not been discovered and publicized, but can best represent the personal experience of consumers.

This experience may not be the original selling point of the product itself, but this sensory experience is very intimate and suitable for users. Therefore, marketers or advertisers must think about whether such sensory experience can touch people's hearts at this time. If so, should it be widely disseminated and publicized? Even attract some potential users who have never experienced this touch. Marketers should deeply understand the process of interaction between consumers and products-perhaps products bring them special and profound sensory experiences, such as smell, touch or hearing.

Take, for example, the advertisement for LaXerox potato chips. Food advertisements generally only emphasize basic features such as taste and delicacy, which is of course. In this series of advertisements, idol singers Wang Leehom and Stephanie, who were the most popular among young people at that time, were invited to speak for them, showing their product features with irresistible attraction. In fact, this is also the most obvious and common habit and portrayal of ordinary people when eating potato chips-that is, they will unconsciously take one bite after another to remind consumers of their natural behavior and tendency when eating potato chips. Different tastes, different spokespersons, different plots, but all talk about the irresistible delicacy of the same commodity. This is an example of discovering the uniqueness of the brand and causing consumers to scream.

There is no absolute right or wrong between advertising and marketing, and there are no restrictions and norms in the process of conception, but there is a big premise, that is, no matter how imaginative and whimsical, we must return to the true attributes of the brand or product itself. Every brand has its own unique personality. If it is promoted or packaged in an inappropriate way in order to be unconventional, it is just like a person wearing clothes that don't fit, which is self-defeating. The purpose of advertising is to attract consumers' attention. In fact, it is not difficult to attract attention or grandstanding, just as a person streaking in the street will attract some people to watch, but the way to attract attention must be in line with the brand's own personality, because these packaging and publicity will accompany the brand or product and become a part of it. Some brand personalities are suitable for calm, restrained or elegant forms; Some brands are suitable for attracting attention in a more controversial or explosive way. How to find the attributes of commodities and spread them in an appropriate way is a great challenge.

Sensory marketing to build a successful brand

Open all the senses, feel and appreciate the sensory experience of the brand, and use the senses to build the brand. This effect is amazing. A comprehensive and complete sensory experience will produce a domino effect-impressions are stored in the brain, and if a sense is touched, it will trigger the next one, and then the next one ... the whole memory and emotional scene will suddenly unfold. There have been countless cases in the world, including product innovation and retail experience, which have successfully explained how to establish marketing procedures with five senses, rather than relying solely on vision and hearing traditionally. Successful use of two senses is only half the battle, and the ultimate goal should be to use all senses to create comprehensive effects. Only by pursuing unswervingly can enterprises create the future of their brands.

Visual communication is one of the most important ways for a brand to convey valuable information to consumers. Modern physiological and psychological research has proved that more than 83% of the external information people receive comes from their eyes, 1 1% depends on hearing, 3.5% depends on touch, and the rest comes from taste and smell. The importance of visual symbols can be seen. The sign of success is the concentration of brand personality. The golden "M" arch of McDonald's and the missing corner of the Apple logo on the Apple computer strengthen its brand personality.

Take touch as an example. In Audi, the scope of tactile science not only involves making drivers feel comfortable, but also includes bioengineering, operating logic, equipment appearance, buttons, and various actions such as pushing, pulling, shifting, steering, feeling and touching carried out by people in the car. By asking for these details, Audi owners can enjoy a near-perfect tactile experience.

Procter & Gamble's advertisement for Tide washing powder highlights the feeling of "Shan Ye is fresh": "Tide in the new mountain spring brings you a refreshing fragrance in the wild". The company has made various efforts to create a sense of freshness and achieved good results. Tide washing powder has always been among the best sellers in the United States.

The chocolate produced by richart is called "the most beautiful chocolate in the world" by British vogue magazine. Richart first positioned itself as a design company, and then as a chocolate company. All richart chocolates are sold in the showroom of similar exquisite jewelry stores. Chocolate is packed in glass boxes and displayed in spacious and bright shops. The products are polished, beautifully packaged, with different patterns and colorful decorations (the special product series shows a group of charming children's paintings), and special chocolate badges can be made according to customers' requirements.

Starbucks' conspicuous green mermaid trademark, exquisite American fashion paintings, artworks, chandeliers and modern and comfortable furniture give people a visual experience; The stone floor, the texture of imported decorative materials and the distinctive mug give Starbucks a touch. Unique music, metal chains and the sound of coffee beans, you will find a cordial listening experience; While 100% arabica coffee exudes an attractive fragrance and a smooth feeling of blending in the mouth, and you can experience the taste and smell of Starbucks, which is the rendering of Starbucks' charming facial features.

In addition, the supermarket often smells the smell of toast, which is olfactory marketing.

Senses lead the brand in the future.

The goal of sensory marketing is to create the feeling of perceptual experience, that is, to establish sensory experience through sight, hearing, touch, taste and smell. Sensory marketing can be used to distinguish companies from products, stimulate customers' purchasing motivation and increase the added value of products. Sensory marketing strategy is to integrate human sensory components (such as basic characteristics, styles, themes, etc.) in the marketing process of products to arouse customers' aesthetic feeling or excitement.

In recent years, businesses pay more and more attention to how to make consumers buy their own brands, instead of talking about creating brands blindly. They deeply understand that in the fierce marketing war in modern times, the victory or defeat lies in consumers' association, listening and pleasing to the eye. This is different from the traditional marketing method, which pays attention to the characteristics of auditory and visual communication with consumers and ignores the experience of other senses of consumers.

Most companies promote their brands in a simple way. They spent a lot of money on many advertisements, but the contents of the publicity were all platitudes, and the proportion of new product marketing failures was surprisingly high. Most advertising activities cannot leave a unique impression on customers, and the response rate of advertising letters rarely reaches 1%. Most products can replace each other and rarely become strong brands. But it is undeniable that there are still strong brands, such as Coca-Cola, Apple Computer, Singapore Airlines and BMW. They all know how to make the brand live in the eyes of customers. It is better to provide consumers with products and services in an all-round way than to build a brand by stimulating the five senses.

People initially constructed their perception of the world from five senses-sight, hearing, touch, taste and smell. In the past, we relied heavily on vision and hearing when building our brand image. In fact, this is because we mostly advertise through the media to shape our own brands, and the limitations of the media are mainly in vision and hearing. If we have always adhered to the concept of conveying brand spirit, we can naturally realize that in fact, every consumer contact point is building consumers' impression of a brand, not just relying on media publicity; The real contact is the comprehensive contact of the five senses, and it will never be limited to sight or hearing.

If people have a complete sensory and emotional experience, the brand will be stronger. It is not enough to present a product or service intuitively in an advertisement. It is better to add sounds, such as music or powerful slogans or slogans. The comprehensive stimulation of vision and hearing creates an impression that 2+2 = 5. If we can arouse other senses such as taste, touch and smell, we can improve the overall impression.

Marketers must manage the brand in all directions and put forward the brand concept of all-round selling point, that is, make better use of the sensory power of consumers to manage the brand. From the perspective of consumer behavior, it is to let consumers get all-round satisfaction of vision, perception and hearing in the whole consumption process. From the perspective of experience economy, enterprises are experience planners. It no longer only provides goods or services, but provides the final experience, full of emotional power.