Buy feeling: The value of emotional marketing need to pay attention to several aspects

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No matter what industry, enterprises use a variety of marketing tools to brand, promotion of product sales has been a must use means, once upon a time, consumers to buy goods, services, has been from the original view to the next close look (optional supermarket), and then to the present free experience, free trial, enterprises have more and more face-to-face contact with consumers , is better for consumers to trust their products and achieve subscription.

It has to be said that this interactive experiential marketing does allow consumers to treat cosmetics, food and other products have a better understanding and use of the true feelings, is quite a success of a marketing approach, but for some industries, the use of interactive marketing methods may be limited by a number of factors, is not suitable, is the so-called "poor is change", So in the catering industry there is another way of marketing, that is to say today-emotional marketing.

With the prosperity of the market economy and the improvement of people's living standard, the perceptual level of the brand is getting more and more attention from consumers, which is the basis of their evaluation. Goods provide people not only to meet the physical needs of physical benefits, but also to meet the psychological needs of the spiritual interests. Spiritual interests can enable consumers to find the emotional sustenance, the fate of the soul, with the most popular words of contemporary people, called "money to buy feelings." A famous cigarette advertisement lasting to the American West Cowboy as its individuality performance image, fills the original Western amorous feelings the picture to foil the vigorous galloping horse, the rough cowboy, has highlighted the Manly bohemian, the tenacious character and displays the tough man nature. It is a reflection of the boredom of hectic, tedious urban life, of nostalgia and of trying to gain the emotional compensation of the unrestrained, footloose pleasures of the countryside. "This is the world of the * * *" lures millions of consumers. In fact, who knows, even if one day to smoke a "* * *" can not become a cowboy. But it can from the sense of the world to achieve a certain kind of distraction and relief, so that people get an emotional compensation.

Go back to the catering industry. Although seabed fishing is a hotpot shop, its core business is not catering, but service. In the situation that the employee's subjective initiative is exerted to the extreme, the "sea-fishing feature" is increasingly rich. In the July 2004, the submarine fishing into Beijing, began a traditional standardization, single services subversive revolution.

In the seabed, customers can really find "God's feeling", even feel "embarrassed." Even have diners comment, "Now are equal society, people are not accustomed to." "But they have to admit that the food.n6188.com service has conquered the vast majority of hot pot enthusiasts, customers will be happy to be in the bottom of the eating experience and mood posted online, more and more people are attracted to the seabed, a similar" viral transmission "effect appears.

In recent years, China's marketing market has been surging trend of change, the kind of quick success, "axes" type of problem-solving approach, has been unable to support the endless market. "A recruit fresh, eat the day" of the profiteering era, has ceased to exist, the market profit level is deteriorating, marketing model changes have become the immediate task of all enterprises. In fact, if we do not give up the backward model of advertising bombing attempts to rip the market gap, it will only push the enterprise to the risk of surviving.

Over the past more than 20 years, China's market ups and downs, from the shortage to excess, its most fundamental line is: consumer Psychology and consumer demand has undergone a complete reversal. The extensive type of predatory operation, has long been so many consumers of speculation is commonplace, and has produced immunity. It is the so-called "poor is change, change is pass", this is an age of survival of the fittest, market changes prompted you to join the transformation of the concept of the example. Only a thorough grasp of consumer psychology to meet consumer demand, enterprises can get rid of the shackles of market environment, become a real master of their own destiny of the strong.

How can we master and satisfy consumers ' consumption psychology and emotional needs?

In the past two years, the marketing model changes, emotional marketing is the industry's most concerned about the marketing model. However, what is emotional marketing? In fact, emotional marketing is a behavior, including the enterprise from the product development, design, production should be taken into account in every detail of marketing to provide consumers with the greatest value for the benefit, such as the quality of excellence, packaging personalization, at the same time, emotional marketing is also a concept, It is a kind of practice to satisfy consumption demand and create consumption demand. In fact, China's market is quietly changing, such as some enterprise-initiated experience marketing and consultancy marketing, are the embryonic form of emotional marketing, the core features of these new types of marketing are not the emphasis on pre-sales and after-sale experience-type services, and to experience the service driven product sales, to maintain consumer loyalty.

What does the consumer of an enterprise product really need? In fact, it is very simple, they need to be a intimate, nanny-style personalized emotional service program, rather than the empty slogan of the commitment. The 21st century competition is the service competition, the emotion Marketing will create the 21st century Chinese marketing new pattern.

So, how to do emotional marketing? I think: to construct a perfect "emotional marketing management system" is the essence of emotional marketing.

First, the emotional service pattern is fixed.

This immobilization refers to the emotional services to carry out the implementation, should not loose fishing, east a hammer West a good, service is fundamentally to show the product of an important window, that guerrilla-style service rather than, otherwise, ultimately the most damaging or the product itself.

Secondly, the emotional service model is vivid.

The so-called vivid refers to all services should be around the theme of human nature and affection, change the past "please come in" for the present "go out". To live in the enterprise also often known as after-sales service, regular follow-up visits, but, like this way through the telephone line of communication, far from the consumer is more and more picky about the consumption of the heart, and approached the consumer side, listening to the voice of consumers, to provide the heart of intimate communication, not only to meet the psychological needs of consumers, At the same time more satisfied with the spiritual needs of consumers, but these two aspects have been a huge satisfaction, but also worried that consumers do not become loyal customers of products?

Thirdly, the affective service pattern is diversified.

In the past, some enterprises are also under the banner of service, at every turn to a generous, what free experience, large-scale science and so on, the first name is very loud, but almost none of the respondents, even if I was involved, but also to your promise of a little benefit, together a lively just, for product brand sales promotion, in addition to the waste, nothing. On the contrary, to engage in some meaningful public welfare activities for the public, such as the collection of prizes and product theme-related advertising language, essay, calligraphy, life, and so on, but it can quickly improve the popularity of products and reputation, to the minimum price to achieve maximum results.

Four, the Affective service mode is innovated.

Emotional marketing, not only limited to the enterprise itself to form an emotional marketing team, but also can broaden the mind, from the consumer to carry out similar activities to find product consultants, so as to change the product effect of their own decisions of the old tradition, the final decision to the consumer, by the consumers themselves recognized products, Nature is able to stand in the market can not fall in the brand, through such a right inverted new service model, emotional marketing, Word-of-mouth spread play incisively and vividly.

The success of seabed fishing is based on guaranteeing the quality of its products, take the emotion as the breakthrough point, has found the differentiated marketing way, has realized the brand reputation effectively, this certainly to other product or the profession is a case which is worth to learn from, through various details, lets the emotion slowly deep into the consumer heart, Let consumers feel in the interests of the first sales industry is also full of warmth. And when emotion comes first, consumers overlook a lot of things, including something less than satisfactory. But remember mechanically, if the master is not the yardstick, it can only let consumers heart aversion.

Compared to a lot of enterprises "Wang Po sell melons, self-selling boast," the feelings of the emotional confession more can move consumers, inspire consumers in the emotional consensus.

and other in the emotional marketing, the following aspects are noteworthy:

Affinity--An emotional advertisement with a heavy weight

In today's fierce competition, advertising flying, products increasingly homogeneous society, if we say "leading the country, renowned global", "technology hyper-flow, quality hundred" big talk, empty talk, consumers will be frowned, uninteresting. "Touching Heart, Mo First Love", the power of feeling is huge, everyone has emotions, have rich feelings, such as family, love, friendship ... If the advertisement can fully consider the specific mentality of the target consumer group, choose the appropriate angle, take advantage of the good art form, will grasp the emotion position, and strengthen the emotion color of the brand by the effective means, then can open the consumer's heart quickly, thus obtains the success.

In the United States Bell Telephone advertising as an example: one evening, an old couple are dining, the telephone rang, the old lady to another room to answer the phone. When he came back, the old man asked, "Who's calling?" Answer: "The daughter called." "Q:" What's the matter? " Answer: "No." The old gentleman asked in surprise: "Okay, thousands of-in-call?" "She said she loved us," sobbed the old lady. Two people immediately speechless, excited unceasingly. There is a narration: "Send your Love by telephone." ”

This emotional marketing classic ads, with tenderness and warmth touched the world tens of thousands of parents and children's hearts.

In fact, the great charm of emotional advertising has been a lot of Chinese enterprises optimistic and have adopted, such as: The year Confucian family wine successively to "Confucian home wine, call me Homesick", "tens of millions of miles, I went back home ..." to the country, the farmer spring, "the water, it is the taste of my childhood drink" easily touched the heart of the consumers the most delicate part. It can be seen that if emotional advertising can be just right, touching and not sentimental, easy to achieve success.

centripetal force--Special Emotion promotion

With the rapid development of economy, the great richness of material products and the increasingly fierce competition, the desire for emotional return, the pursuit of spiritual pleasure and the expectation of personalized service are increasing. Manufacturers in the brand marketing and service process, such as to pay attention to life, pay attention to the social theme of emotion, they can maximize the resonance and communication with consumers, and create a brand good personality affinity.

The U.S. car marketing King believes that the important thing in marketing is "to give customers a little emotional debt." "When a client comes to his office and forgets to smoke a cigarette, he won't let the customer go up to the car and ask," What brand of cigarettes do you smoke? When he heard the answer, he took it out and handed it to him. Because his office usually has a variety of brands of cigarettes in case of emergency, this is the initiative of Money lenders, a small debt, a sentimental debt. He gives customers a little extra service that will make them feel owed.

A little thing proves a truth: Customers not only come to buy goods, but also buy attitude, buy feelings. As long as you give the customer an emotional bond, he owes you a feeling, there will be opportunities for him to pay the debt, and the best way to repay the debt is to buy the products you sell.

Inspiring force--affective design with strategy

Manufacturers in the process of manufacturing products or design products in the process, we should fully consider the special needs of consumers at different levels, to understand their unique psychological and emotional, to give consumers more participation in the production of products, the design of the opportunity to sell consumers emotional point, and then the theme fell to a specific product, Let the consumer accept the product or service through the way of emotional appeal.

Cohesion--a valuable emotional word of mouth

Not functional Word-of-mouth, but emotional word-of-mouth. For the purpose of "What emotion does this product represent", through the holding of some meaningful public welfare activities, the feelings in the public good, put themselves in the interests of consumers, enhance the emotional exchange with consumers, through the continued emotional input and achieve harmony with the public, harmonious emotional contact and energy exchanges, and in the minds of the public to establish a superior image, This is also a kind of emotional marketing, in the hearts of users to leave a deep impression, far better than shaping the product "functional reputation" is much better.

The trend of emotion, gradually become the focus of attention, market demand theory also needs to be gradually adjusted to the emotional needs of the track, especially the service industry, it is necessary to pay attention to modern emotional life space, to meet the needs of modern emotional life. Those who still stay in the market segmentation, customer management business can actually stop to think about it.

In fact, the market is very simple, all products and services are around the emotional needs of people's lives. The so-called demand, people have two, one is the starting point of survival, to meet the needs of survival products, is to meet the material needs of people. Another is to meet people's spiritual needs, that is, emotional needs. Therefore, the operator in the course of business, the product of their own clear, see clearly, it is to meet the material needs of consumers, or spiritual needs, that is, emotional needs, is very necessary.

From this, we firmly believe that the so-called rational function of the value of the appeal, or low price temptation strategy, it is not enough to emotional. When your product is not moving, you should reflect on how much emotion you and your product are releasing to consumers. Say that your product is a panacea for all diseases. The Old Chinese medicine earnest is far inferior to mother's a nagging.