Marketing: invisible marketing era

Core tip: as Mr Wang Zhuo, deputy general manager of Shanghai Jiahua United stock company, often laments, what is the most lacking thing in our enterprise compared with the world's top 500? It's a deep understanding of marketing Frankly, we don't know how to grasp the psychology of consumers skillfully at all Always try to use products and data to hard sell, tell others how good my milk is, how good our car performance is, our cosmetics are high-tech products and so on But the problem is, as we are pushing harder and harder, we forget that what our customers want to know is not how good your products are, they are only Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint Home News: as Mr Wang Zhuo, deputy general manager of Shanghai Jiahua United stock company, often laments, what is the most lacking thing in our enterprise compared with the top 500 companies in the world? It's a deep understanding of marketing Frankly, we don't know how to grasp the psychology of consumers skillfully at all Always try to use products and data to hard sell, tell others how good my milk is, how good our car performance is, our cosmetics are high-tech products and so on But the problem is, when we are pushing harder and harder, we forget that what customers want to know is not how good your product is The only problem they always care about is whether this product can meet my requirements, whether I really like this product and so on Mr Ye Maozhong, a famous marketing planning expert, has a deep research on this He once said to the media that brand means a series of stories for the audience, which will bring us beautiful and even poetic associations This kind of good association can make consumers acquire perfect experience from both material and spiritual aspects when they purchase and use products Let's talk about the perfume product The new Chanel perfume advertisement specially invited the new Hollywood woman Kayla Knightley to play the role The new rose is famous for its beautiful and sad classical story In the advertisement of Chanel perfume, she wore a red silk evening dress, and performed a gorgeous party under the director of pride and prejudice Love episode, let people seem to dream back to the 30's sentimental There are only a few simple advertisements for scrubbing perfume The impression of the perfume is quite impressive Because as a marketing expert in luxury goods, Chanel company wants to know how to use classic romantic legend to make magnificent Phnom Penh for its product Jia Changrong, an expert in consulting and planning in China, systematically expounds the corresponding theories in his latest marketing book marketing dream, pointing out that enterprises should be good at creating dreams for consumers He said frankly that consumers are like actors, and enterprises should be good at building a stage for consumers to improvise All kinds of products or services are the props of the opera, including clothing, food, housing, transportation and many other aspects Consumers need a sense of role, need their identity to be demonstrated through consumer products or services, and get social recognition and recognition This kind of marketing is carried out through an atmosphere and a feeling, which makes people feel that they really like and love the brand itself The operation of Starbucks relies on the so-called "Starbucks experience", which regards coffee as a carrier and inherits a service concept through it Starbucks has always emphasized the so-called third living space, which is a clever positioning for itself Apart from home and office space, the place you want to go, like to go, and stay for the longest time is Starbucks Or to put it bluntly, the so-called invisible marketing is to expect to start from the customers' own hobbies, use a kind of unique civilian spirit of the 2.0 era, and lean down to have a zero distance conversation with your customers, so that they feel that you don't just want to sell your own products, you pay more attention to him, you will try to understand his happiness, anger, sorrow and his life desire Like the new version of Motorola's Q8 mobile phone, it uses a little rabbit with rich expression as its spokesperson, and simulates the life habits of young people in the city The purpose of doing so is very obvious, that is to please the hobbies of those young adults in the city Yes, you can say that mobile phones are for answering and sending messages, but in this era of information expansion, people's pressure is so great, and the love for cartoon images virtually reveals people's feelings If you want a simple and happy life, you don't want to be so tired and want to be as relaxed as a child, that's all Now that marketing has reached this era, we must pay attention to the lifestyle and life form of consumers, and we are bound to have corresponding changes in the means and media of marketing It's important to only fight the battlefield, but because life itself is a continuous form, we must also pay attention to the whole environment of consumers' life when marketing products, that is to say, we need to have a joint vertical and horizontal method to carry out alliance marketing other than integrated marketing "Grafting marketing"? Another new concept also comes into being In his new book "grafting marketing", Mr Liu Deliang, a practical marketing expert, points out that the so-called grafting marketing is a kind of marketing activity that grafts its own marketing activities to other enterprises' marketing resources Its difference with collaborative marketing and integrated marketing in different industries lies in creating innovative and differentiated marketing Marketing strategy and tactics, and produce 1 + 1 greater than 2 marketing effect In his book, he quoted how Coca Cola, as the world's first brand, implemented strategic marketing cooperation with Lenovo, the ninth city of online game industry, century Tiancheng, Tencent, Sony in consumer electronics industry, HSBC in financial industry, Siemens in mobile phone industry, etc., so as to explore markets around the world Wonderful cases of territory and successful gold digging Let people suddenly find that, as the world's most famous beverage giant, Coca Cola's forward-looking vision has made it clear that it must successfully weave a large net in people's daily life, and the breadth of this net can make its consumers feel its existence all the time, and its density will not leak out of any small group Liu's comment on this is that if this website is Coca Cola's most successful masterpiece, what it captures is the heart of every consumer and potential consumer "Young people have always been an important part of Coca Cola's market positioning and promotion," Li Xiaoyun, Coca Cola's director of public affairs and communications, told the media We will constantly discover their favorite lifestyle and habits, such as sports, music, tourism, fashion and the emerging media of the Internet " Obviously, the reason why Coca Cola has been popular for half a century and is still occupying the stage of fashion drinks is their grasp of the essence of marketing After all, the sugar water with caramel and carbon dioxide is just a bottle of ordinary soda when it comes to the sky Only by creating a dream for the soul of this soda can it become a young, passionate and Happy and beautiful best endorsement products At the same time, it's not just Coca Cola that knows the secret Cygnet and P & G are in the washing machine With the cooperation in the sales field of washing powder, the alliance of China Mobile and Phoenix Satellite TV in the development and sales of wireless media related products, the signing of marketing agreements between Intel and Starbucks, McDonald's and Hilton Hotel Group to create a brand image in the unlimited online field, etc., the grafting marketing of such multiple industries has become a new and efficient marketing strategy in the 21st century Pattern As we have discussed before, the only driving force for these cooperation is the change of the characteristics of the times People need the products they want rather than the products they sell That's why Liu Deliang thinks we have to change the inherent marketing mode In the era of invisible marketing, merchants are required to influence consumers' hearts more implicitly and positively What grafting marketing can do is to achieve more in-depth impact on the lives of potential consumers through the alliance of multiple products and industries, and thus gain consumers' recognition and favor On June 17, 2007, a large-scale roadshow named "shine me" was jointly held by Dongfeng Citroen, an automobile brand, and kappa, an Italian fashion sports brand The event lasted for one month and toured in the top ten core cities of the country This case is also a typical practice for domestic businesses to recognize the grafting marketing mode Although Dongfeng Citroen and kappa are divided into two different product categories of automobile and clothing, there are many commonalities in the cultural connotation of the two brands and the target consumers Just like the title of the event, let yourself shine and call for the young Passion and dynamic life will greatly promote the marketing activities of the two enterprises No matter from the original intention or the way of marketing, in the future, more and more enterprises will focus on the "virtual" level of marketing, that is, from the cultural, psychological and other emotional level The appeal full of life interest should become a hot spot The reason is, in a word, since we have long known that any consumer is very perceptual, and the purchase decision is often made unconsciously, why do we have to pull the buyer into a rational pattern in the process of marketing? A senior entrepreneur said that if we want our products to be liked, we must first turn ourselves into an empty cup, and then we can fill their wishes Carnegie also said that zero is the biggest number, it is the beginning and the end of everything In the process of selling products, we know that the best sales strategy is to constantly clear and re feel the needs of customers E-commerce promotion: the five marketing capabilities you must know determine the same kind of information of the enterprise's money path! Is it true? Paint marketing: This is the worst time for dealers and the best time for dealers Safety is more important than heaven and responsibility is more important than mountain! Bards group Zhongshan plant area consumption, communication, sharing and win-win -- Sofia home visiting Dongguan Dabao chemical industry, coating marketing: who has U-shaped consumption achieved in the coating industry? • these companies are all "potential", which company or "location"? Master Ali Tu, Qingdao, Shandong