Buried are prey

In the commercial world, payers can be prey, and marketing is almost the plan of hunting. Carnegie's "Human Weaknesses," a book that has been selling well for decades, is still the top commercial textbook yet. Your weakness is changing Well, the way to find your weakness is changing.

You have seen a variety of discounts, discounts, but if there is a sudden sudden whim of the company, so you can enjoy the food without paying it, what would you do?

Burger King was second only to McDonald's, the world's second-largest fast-food company, with the sudden emergence of Subway, the sandwich beyond Hamburg, topping the world's top spot. However, Burger King still has a surprise marketing plan to restore lost ground, according to "Fast Company" magazine reported that Burger King in a marketing campaign to encourage customers to "sacrifice" their 10 friends in exchange for a large burger. Participants of the event must delete their 10 friends on Facebook, even more naked, you must also install a program, the list of friends to be deleted is displayed on your Facebook home page, so live next door to you I know you sacrificed your friendship with a burger. The number on the site will be refreshed at any time, with a slogan surrounded by fire: there are already 65,300 friends were sacrificed. Yes, friendship is precious, hamburger price is higher.

Evaluations made at the "Sacrifice Friends" campaign were mixed, psychologists considered it cruel, but advertised it as "the most intelligent online promotion." Everything has data to testify, even if the King of Hamburg free 100,000 100,000 hamburgers, resulting in 100 million people were sacrificed innocent friends, but for Facebook's huge user base, this is only a trivial figure, the negative effect of the warning line under. For the Burger King, the pain of one million people can be heard and reported at newspapers, and the advertising effect is far greater than the actual cost of 100,000 hamburgers. Apart from the one million people, everyone is happy.

Good marketing is a direct hit human weakness, it allows food to give up to lose weight, let the lazy devote themselves to take-away, so vanity covered with luxury. Top marketing can decide your purchase in less than five seconds.

Gladwell, the author of Tipping Point, thinks Burger King's online marketing is a complex psychological game that ostensibly exploits people's mischievous psychology and adventurous mentality, both of which exist in human nature Just to see who can inspire it. In fact, its kernel is a common weakness for people seeking petty profits, friends are priceless, but online friends, at least 10 out of 100 are worthless, deleting them will feel guilty, but a hamburger Can make you full of blood revival.

Good marketing is a direct hit human weakness, it allows food to give up to lose weight, let the lazy devote themselves to take-away, so vanity covered with luxury. Gladwell argues that marketing must be approved by the target audience within 5 seconds, otherwise the failure to comply with the 5-second law in the U.S. advertising world - all buyers will decide on their purchase in 5 seconds Within seconds, the psychological suggestion must be communicated. In this regard Burger King is also a master, it has launched in the UK called "bathing song" activities, every day 9:30, Burger King will arrange live webcast, the content is a bikini beauty singing in the bathroom , Users can log in to vote on the site, for the beauty of the bikini style advice, the selected person can get a free Hamburg. The best thing about this event is that users can also leave a message listing their strengths and the winner will be able to have breakfast with the beauty at the Burger King nearest to home. This activity wants to attract attention can not spend 5 seconds, as to where it points to the human weakness, it goes without saying.

Consumer weaknesses are always there, but they are all smarter than before.

Kotler, the American marketing guru, divides the history of human business into three phases. Marketing 1.0 era is a product-centric era. Products are sold well thanks to the salesman's cleverness or not. Therefore, the telephone salesman is extremely prosperous Moment; marketing 2.0 is a consumer-centric era, in addition to providing products, businesses have to pay for the emotional value of those who pay, Liu Xiang, after losing ground in the Olympic Games, Nike's ads have explained everything. Now that it has reached the era of Marketing 3.0, consumer weaknesses will always be there, but they all practice smarter than before. There is no fixed program for good marketing, and people are willing to pay for the best solution.

Courier companies contribute to laziness, luxury encourages jealousy, both of which can be overcome, the only insurmountable is greed, or not enough to explain in the "8.15 electricity supplier price war", why Suning Tesco page Will collapse, in order to buy a refrigerator, you have to spend two hours to register, and then desperately see the "out of stock" word when placing an order.

Price war will always be the most effective weakness in marketing, but also the killer of all e-commerce, Chinese e-commerce did not play the price war does not exist. Jingdong founder Liu Qiangdong August 14 aggressively Suning Tesco microblogging war, the latter move, the United States also homeopathic war. All three parties invariably declared that the major home appliances on their website will be cheaper than the other after 9 am the next day. Does this war seem strange? Because it is unlikely that everyone will be cheaper than the other. From a day of promotional results, the two B2C shopping sites have absorbed a lot of traffic and orders. Youdao Road, aiding the data show that the flow of Jingdong living in first place, Suning beyond Tmall mall boarded the second. Flow rate increases, Suning Tesco traffic increased 706%, 463% Gome, Jingdong 132%, it seems a lot of Chinese need to change refrigerators. As to whether everyone is cheaper than the other party, it turns out to be a problem with no solution. There are few coincidence products among the three electrical providers and the price is hard to compare.

Someone broke the price war quickly was just a microblogging marketing, behind the scenes promoter is "entrepreneur," the former editor of the sound application, of course, the user can not distinguish between true and false, but the result of the story is that Jingdong flow soared, Suning stocks daily limit, price war No losers.

Good e-commerce to have good logistics, good after-sales service, in this regard, Amazon is a global benchmark, but in China, cheaper prices is the best service, how much we can buy some of their own do not need the goods. Lynx mall absent from the price war will not ignore this point in the National Day, Singles, it will have a large number of stores launched discount, then, another marketing feast will be set off.

Consumers who are connected by the Internet are changing the business world, but on the other hand, companies connected by the Internet find it easier to find consumers' weaknesses.

In addition to the price war, China, of course, there is the opposite of the weak marketing. Watsons, Jusco sells the same goods and other supermarkets, but the prices are quietly improved, Li and Jang Tianfu into the civilian-oriented supermarkets into the brand means to infuse the brand into the brand added value, the added value you pay, The question is, do you really think the shampoo that Watson buys is more advanced than what you get at the grocery store?

The payer is the beginning and end of marketing, and all the marketing theory and realization are to deal with the constantly changing weaknesses of payers. All marketing books say consumers connected by the Internet are changing the business world, but on the other hand, companies connected by the Internet find it easier to find consumer weaknesses. In the business world, payers are prey, marketing is the hunting plan. Carnegie's "Human Vulnerabilities" sold well for decades, and are still top business textbooks, but now big companies have learned to study everyone's behavior. Your weaknesses are changing and the way you look for your weaknesses is changing.