How do enterprises apply emotional marketing in management

Emotional marketing refers to injecting emotion into the core of the brand at the relatively mature stage of the product and increasing the core culture of the brand. In the product marketing process, by releasing the core emotional energy of the brand, supplemented by the functional and conceptual needs of the product, it will impress consumers and keep the explosive growth of the product in the process of steady rise. In short, emotional marketing is to regard consumers' personal emotional differences and needs as the core of corporate brand marketing strategy, and to stimulate consumers' potential purchase desire through emotional packaging, emotional design, emotional advertising, emotional promotion and other means, so as to realize the business objectives of the enterprise.

"Experience is a collection of key points for enterprises and customers to exchange sensory stimuli, information and emotions." These exchanges take place in the retail environment, in the consumption process of products and services, in the after-sales service follow-up, in the social activities of users, that is to say, experience exists in the contact between enterprises and customers all the time. From this, you will understand why companies like Hewlett-Packard put forward "total customer experience" and listed "100 contact points", trying to create an experience that fully stimulates customers' interest by standardizing every communication.

This experience starts with the product. For example, when consumers install Haier washing machine for the first time, they will notice that an opening has been reserved outside the plastic seal of the screw. This is a small detail, but it also contains the elements of experience. Because Haier washing machine relies on similar simple functional advantages, Haier brand is distinguished from other options.

You can look at the example of potato chips.

Some bags are properly sealed-strong enough to protect the contents, but easy to open. Other packaging bags require consumers to spend a lot of effort to open, and as a result, the force is too strong, causing potato chips to spill all over the floor. Don't underestimate these simple and small improvements related to experience; We have all had the experience of feeling bad about the brand because a packaging bottle can't be opened.

The environment in which products and services are provided to customers also has a great influence on the customer experience. Just think about examples in daily life: fitness clubs install televisions next to fitness equipment; Furniture stores decorate furniture into small living rooms, not simply scattered; China Merchants Bank has prepared drinking fountains for customers in the lobby, and rotatable high chairs are placed in front of each counter, which looks like bar chairs in a bar. Customers sitting on it can clearly see the operation process of the staff, and there are golden monkey brand corn candy on the counter.

As enterprises become more and more aware that the environment can stimulate purchases, friendly, interesting and attractive environments like this are becoming everywhere.

The best chance to impress customers is after the sale. For example, Haier Club launched "Birthday for Products" among its members, and sent birthday cards to congratulate users on the first anniversary of purchasing Haier products. The experience brought by a product birthday card can strengthen the purchase decision made by customers, and customers will feel that their choices are correct; At the same time, through the emotional influence of blessing, strengthen customer loyalty.

Making the transaction a memory is the key to experiential marketing. Experiential marketing can create an illusion: the consumer feels that the whole enterprise is serving him specially and he is treated specially. Nowadays, consumers can easily find many products with similar price, quality and appearance.

The factor that ultimately determines consumers' choice is probably consumers' feelings for enterprises. Emotion is a difficult thing to quantify, but it can really win customers for enterprises.

The Application of Emotional Marketing

The main difference between human beings and animals is that human beings have rich and noble emotional and spiritual worlds, and human emotions and sorrows are all derived from inner and external emotional expressions. In modern marketing, what we sell to customers is not only the product itself, but also an emotional promotion (so-called "emotional marketing").

In today's market environment, why do customers buy your products? I think the key to the problem is not the product itself, but the salesperson's emotion to capture the customer's heart. Why? The customer doesn't know whether the product is good or not, but through our sales staff, tell him that the product is good and tell the customer the technological content of the product, and list many typical cases, which is equivalent to giving the customer a hope and a good wish. Therefore, whether the salesperson can put himself in the customer's shoes and treat the customer as his own relatives has an unexpected effect on sales. What we advocate is that the elderly should be as filial as their own children. Take care of children like his second-generation parents, be warm and considerate to people of the same age like relatives and friends, and establish a deep emotional relationship with customers as a bridge and link to make sales no longer so far away. Even if the customer can't promote sales for some reason, he will still have a grateful heart for us and thank our sales staff for caring so much about him, so both sides will have a kind of comfort. This is another emotional pleasure of sales.

Generally speaking, serving customers should be regarded as an honor for our sales staff. Help customers do what they can. For example, customers need some specific drugs that can't be bought in pharmacies, so that customers will feel that we really care about them, are satisfied with our service and have a grateful heart. As salespeople, we are also proud of it. So customers will keep it in mind and do something practical for them sincerely. Similarly, if our salesperson has anything to do with the customer, he will remember it. If others can't do it or can't do it well, we will make our customers feel that our service attitude and spirit are good, so why should such customers worry about not buying our account?

Nowadays, consumers have become very smart, and their consumption consciousness has undergone a fundamental change, that is, from perceptual knowledge to rational knowledge. Every day, the overwhelming advertisements are dazzling, and it is difficult to distinguish between true and false, which can be described as genuine. Consumers are fooled a lot, and naturally they will be alert. It is not impossible to completely ignore your feelings. At the beginning, customers always have some resistance to products and sales staff. Maybe he will point out the shortcomings of many products, such as high price, low content, unsightly packaging, inability to get medical insurance, difficult location, etc., and attack the sales staff. Of course, we don't have to be afraid. We can solve this problem through the principle of divide and conquer. Of course, he won't buy your account if he explains it clearly. Maybe he still has concerns and will say, "Let me have a look and think again." In this regard, the promotion in the sales process is to promote customers' confidence and determination to buy. Most salespeople will take threatening measures, saying that no matter what, the disease will get worse. What will happen then? Let's remind him warmly: the disease always needs to be cured, and no one wants to see the patient in pain. A day earlier treatment may be a great opportunity for recovery. The illness can't be delayed, and it will develop into a serious illness without medical treatment. It's not necessary.

One of the concerns of most customers is to doubt the quality of products, whether it is really so magical; The second is to worry about the price. After all, it's not a few dollars. It's still there if it doesn't work. If you get two or three thousand yuan of medicine a month, I'm afraid this is not the case. Both of these situations are normal. If we are customers, we should think twice, so it is not surprising that customers respond. The key lies in how salespeople communicate with customers psychologically. Communication without heart is often superficial and ineffective. Customers can easily read kindness and hypocrisy in the eyes of salespeople, so don't underestimate the IQ of customers and fool your customers. Why do some customers take the initiative to invite sales staff to his home? On New Year's Day, the salesperson didn't have time to send a blessing message to the customer, but the customer sent it to the salesperson early and gave a warm hug. What does it mean? Feelings! A friendship has been established between the customer and the salesperson, which will not be destroyed because the customer buys or not, that is, the friendship has always existed, and the salesperson's words are beneficial to him.

Therefore, if you care about customers sincerely, treat customers sincerely, and communicate with customers attentively, you will find the real pleasure of sales, and you will also get unexpected gains. Don't be stingy with your feelings, love is endless, and you won't pay less.