China-style Vulnerability Marketing: Guide people always need, never full

Abstract: "Guide" all marketing is a weak marketing, targeted at our innate human weaknesses and acquired the secular judgments. Think of your fear of kidney deficiency, obesity, fear of skin black, fear of illness, fear of falling behind the consumption, think of you in the electric business war

"Guide" All marketing is a weak marketing, targeted at our innate human weaknesses and acquired the secular judgment. Think of your fear of kidney deficiency, obesity, fear of skin black, fear of illness, fear of falling behind the consumption, think of you in the electric business war in the discount goods, think about the wardrobe you're missing and the shoes you can't find, and think about what you've been shopping for and the signature of a celebrity--your weaknesses are being marketed, demand is being developed, desires are being met, seemingly a win.

But why after consumption will be disappointed, desire to meet after remorse? "We need to know what we want," Slavoy Zizec said. "What the marketing of weakness does is to guide people to always need and never be satisfied."

Human nature is hard to change, and marketing is everywhere. To not be a victim of weak marketing, you must have a strong heart and self-awareness. But when you do, you can successfully sell other people's weaknesses, whether you're selling appliances or values.

1, free

Cheap, who can not cheap? As long as you have consumed, you must be in the various business discounts, free trial activities fell into the trap.

"0 yuan Purchase Machine" is in this mobile phone market competition in the period of cheap psychological and the most popular one of the marketing means. "0 yuan" two words enough to let some people forget that in 0 of the consumption behind the monthly need to pay the original may not use the cost. As long as you are tempted to flash the idea, you have been calculated by the merchant. Accept it, no consumer can be shrewd business.

2, VIP

In business, the VIP (Very important person) originally refers to the creation of 80% of the profit of 20% people, they are directly related to the rise and fall of enterprises. As a result, companies take extra care: The VIP of the bank does not have to queue; The VIP of the airline has a separate lounge.

It is these "small privileges" that have succeeded in satisfying the already privileged sense of VIP, and also as a tool for corporate promotions-subconsciously, people always want to be ranked higher in the social hierarchy. Businesses are acting as preachers, while the value-added services as bait, while instilling "VIP is not inborn, everyone can become a VIP".

With the threshold down, the number of VIP more and more, the merchant promised "small privilege" but less and fewer, can cash less, "inequality" increasingly trend "equality", "VVIP" also answered.

3. Hunger Marketing

Foyun Life Eight bitter, one of them is not to beg. Hunger Marketing is aimed at this mentality. Businesses have deliberately lowered supply, creating "false" demand, maintaining higher prices and profit margins, or just to attract attention and increase popularity.

From Apple's series of products and in recent years, the domestic blockbuster can be seen, hunger marketing is basically the way: in product development and film filming stage to throw one after another baggage, or High-tech as a selling point, or to the Director of the draft for selling points, to win the continued attention of consumers. However, the core of things are strictly confidential: for example, the design of the iPhone4 by Apple to defend the 30-month, "Jinling 13 Chai" has released a variety of movie posters, but until the last one to appear the heroine of a figure. And the core content of speculation objectively in the audience in a word-of-mouth spread.

When the consumer's appetite is fully hoisted, it is the best time to market the product. Be suppressed a long desire once there is a way to vent, the result is rain or shine, the night line, even if the price of a record of 120 yuan, also the field full.

4. Chest exhibition

Through the most direct sensory stimulation, let you make money, this is all erotic marketing routines. The problem is that most erotic marketing routes in China are only erotic – the brand is a supporting role when the "erotic" is totally attracting attention.

Good luck, in a short period of time to attract attention, manufacturing public opinion, and at a certain stage known as the topic center, in the long run, business is not helpful. We know that Beijing Auto Show does not let people remember a new car, leaving only a big chest middle-aged woman figure. ChinaJoy has hundreds of exhibitors, but most of the photos are Dong milk showgirl.

To step back, good erotic marketing requires technical hurdles-you can't do it with fun, humor, or even elegance, so why not even the basic aesthetic? Please take CK and Durex posters to learn about composition, creativity, makeup, posture, and basic nudity.

5, sensational

Admittedly, the success of the attack on the masses has been deep texture, so do not be strange men, they should be their own, mixed well, I will not come back this kind of sensational advertising words as classic copy and widely circulated.

To see another sensational master Fank's advertising words, "I believe that they will be a victory, I do so only to prove myself, to the world to prove my strength, I am Luo Dan is also a guest, I just want to be with you." Obviously, this is a smarter approach. The same is sensational, it let the big stars sink down, so that you really think they are ordinary people, it just let you in the plain and powerful words to resonate, and thus impress you. At the commercial level, this is a point of sensational emotion. Of course, it also means that the probability of your being marketed is greatly increased.

6. Title Party

The title party originally refers to some Internet users, they use a variety of quite creative title to attract netizens eyeball, usually the content of the post and the title is not very related, users often have been deceived after watching the feeling. The reason is to take advantage of people's curiosity.

Today, not only the network and media news in the title party, strictly speaking, all advertising and business promotional activities have a title party, real estate is the hardest hit. The famous real estate advertisement "buys the house to send the furniture", actually only helps the landlord to transport the furniture the meaning; First-line River view "must be the body out of the balcony to see;" "Open Vision" subtext is the top floor, and "access convenience" refers to the first floor.

7. National Brand

90 's almost all the home appliances brand has played the national brand-Changhong slogan is "to the industry serve the country, to national prosperity as its own responsibility", Haier's advertising word is "Haier made in China." In an age when "China can say no", these brands have almost all been successful. However, more than 10 years later, when people's choice is more simple, these brands began to abandon the national card.

Instead, another industry began to shake off the "China" brand frequently. Wahaha was the first to say that it was "Chinese cola"-as if the Chinese should not drink other cola. Then, it renders a commonplace commercial dispute as a confrontation between national capital and foreign capital, and succeeds in forcing the withdrawal of Danone to take the initiative. After hindsight, people were surprised to find that the spokesperson for the National capital was the American Green Card.

8. Foreign experience

Why do the domestics like to give a foreign name? Flavor, the moon is not necessarily round, but the name must be not understand but can look very high-end. Why do so many people have no reason to buy love to ramble about foreign or seemingly foreign things?

9, Celebrities

See Kaneshiro holding a bottle of green tea particularly handsome drink off, we are eager to. See Wu wipe a little skin care products can be radiant, we are eager to. See Fan Bingbing with a little shampoo will be able to be in the spirits, we are eager to.

TV, record, magazine let us know the expression of celebrities, celebrity life, celebrity pain and joy. But do we really know Kaneshiro, Wu, Fan Bingbing, Faye Wong? I really do not know skin care ads are PS out of the ordinary, Kaneshiro not necessarily drink green tea, shampoo does not wash out the black smooth?

10. NET Purchase Addiction

Online shopping addiction is cultivated: you may never have visited the supermarket downstairs 50 meters away, because Taobao on the hoarding of daily-use snacks snacks; You are facing the market discount season has never kuiranbudong, because the purchase of the site's strong promotion is really temptation; you always have to book three days in advance, no way, Who called Group buying website has this pit daddy's stipulation ...

Despite each credit card settlement day you are crying "want to cut off their own brush Taobao hand", the results found that "their original is thousand hands guanyin." Online shopping is a pit, everyone suffers from compulsive disorder.

11, brainwashing

Although since 2000, the brain Platinum ads for five consecutive years won the "Ten Difference Advertising" award, but everyone remembers "this year's feast is not accepted gifts only brain platinum." Advertisers firmly believe that "a lie is three times", but also give us a respite: Fortunately, they will not come the fourth time.

12, speculation

The group is blindly follow, in the group, individual's intelligence and individuality are weakened, the group often displays the impulse to have no long-term intention, credulous, easy to be implied. This phenomenon is described as "herding effect" in economics.

"Herding" type of blindly follow the most common occurrence is the financial market, inexperienced investors can easily blindly listen to the so-called experts inside the news, blindly imitate others. As in 2007, when Wall Street was hit by the financial crisis, China's stock market rushed up 6,000 points, and the results were clear when both the food sellers and the cleaners were talking about the fund. In fact, large organizations have already withdrawn from the market, the hold-up is always retail.

13. Famous Brand

Brand has the surface of the glorious "beauty" and the intrinsic value of the "noble gas", to meet the woman's beauty and rich double vanity, so almost no woman in front of the brand can escape.

Luxury brands have been a noble patent before, but today has become popular fashion. And famous brand is popular, just because it can provide you with a momentary illusion of nobility.

14, inferiority

The most stirring underwear advertisement in history comes from a nasty romantic story: Scene One, heroine secretly love the hero has been a long time; scene Two, the actor finally opened a night stand; scene three, the heroine in the speech excited to give the male lead two ears; scene four, the heroine in the late night of the home crying, and the wardrobe smashed to smash-narrating: " Why doesn't my mother have a bra!?

From the understanding of marketing to focus on the human inferiority complex began, all related to the gender of the surrounding goods on the success of half, which is why the "a cup of instant C Cup" Magic is very good forever sales.

15, sky-high prices

Sky-high mooncakes, sky-high prices, even the sky-high mustard ... These days, anything can be sky-high. Businesses are sure to believe that the psychology of many consumers is-not the best, but the most expensive. Therefore, they occupy all kinds of commodity price commanding heights, and constantly emphasize the meaning of face, enlarge the invisible value of face, Jiang fishing, and other willing to take the bait.

16, one-stop

Outlets, the originator of the convenience store, has long worked out a set of rules for shaping the game: main residential shopping district, taking into account the Office Business Circle and the station business district, almost blocked all students and white-collar people haunt the location of the sale of conventional brands of bread, snacks and beverages, also according to the local taste of the introduction of rice balls, kanto cooking and cooked food convenience combinations; Sales of daily necessities, but the main one person or travel outfit ... A developed convenience store, but also to pay utilities, call taxis, booking hotels, purchase tickets and park tickets, such as the full nature of the service.

17. Social Phobia

The American Social Anxiety Association says about 7% of the world's people suffer from social anxiety disorders, while about 1 of every 10 people in China are more or less plagued with social anxiety. Social networking is the Achilles heel of modern people, and social networks come into being.

The biggest selling point of all kinds of social networks is to meet people's social aspirations in a virtual online world. On the one hand, you enjoy more and more relaxed social life in the virtual world, on the other hand, you will feel more and more indifferent to the love and relatives. People's social skills from small to large in the form of contact with people, there is no real accumulation of communication exercises, the result is that those in the virtual world of social lunatics, in reality is often a social imbecile.

18. Lifestyle

Ikea, is a way of life--sell is a simple green DIY, rural cotton small floral, is "Sweden's happy Simple style", is "full of sunshine and fresh air, but also without losing the introverted and the real" organic life tide.

Marketing master Philip once said: "Starbucks is not selling coffee, is leisure, Ferrari selling is not a sports car, is a kind of crazy driving pleasure and noble; The Rolex sells not the table, is the luxurious feeling and the self-confidence; Hilton sells not the hotel, is comfortable with the peace of mind. All catch "life style" four words, any brand can change the tide to dazzle to high-end, instant lead fashion tide. No matter how many lifestyles are deceptive, the point is--you and I are still eating this.

Author: micro-Credit public account "domarketing-marketing think tank"