Clever borrow ambiguous psychology marketing new method, the spoiled sale achieves the promotion goal

In fact, the originator of marketing is not Philip, but psychology. How to skillfully use consumer psychological motivation and behavior, planning, implementation of efficient marketing activities, so as to enhance the image, promote sales, is the eternal topic of marketing.

Today, to introduce a clever borrow ambiguous psychological marketing new method-spoiled marketing.

What is "spoiled marketing"?

You may have seen such a joke on the Internet.

Wife said: "Husband, I love you." ”

Husband: "What do you want to buy?"

Wife continued to say "hubby, I love you." ”

Husband: "It seems not cheap." ”

Wife continues to say: "Husband, I love you!"

The husband reluctantly replied: "OK, buy!"

This is the power of a spoiled brat.

Today, women's "skill" has been cleverly applied to marketing. Businessmen use their "spoiled brat" to promote sales.

So what is "spoiled marketing"?

The principle is actually very simple. By businessmen intentionally in the customer's consumption process, especially in the payment link, creating a "spoiled" situation, skillfully borrow people's ambiguous psychology and face psychology, so that "spoiled" the relationship between the party to pay costs.

For instance. If you are a jewelry merchant, you can ask the girls to send a link to her boyfriend (or husband) by email or text message about her favorite jewelry picture, price and payment fee.

This is "spoiled marketing"!

A foreign shopping website has used this method. As a result, about 80% of the boyfriends (husbands) paid the bills. This means that the use of "spoiled" still can promote sales.

The use premise and scope of "spoiled marketing"

It seems that this method is very interesting and can arouse the interest and impulse of the application. However, this marketing approach is the premise and scope of use.

1, the use of the premise

In front of the introduction of "spoiled marketing", we repeat the "boyfriend", "husband" and other emotional relations, this is inevitable. Because, "a spoiled brat marketing" is a big premise is that users and buyers must be closely related, and this relationship to "spoiled" sensitive to the line.

Therefore, businesses should use the "spoiled" to promote sales, must weigh your product target consumers suitable for spoiled, spoiled the future buyers care. For example: Girlfriend to boyfriend spoiled, wife to husband spoiled, daughter to dad spoiled, may be all right. But it may not be possible to change other objects.

If your target consumer is a business man, your chances of promoting sales with a "spoiled brat" are likely to be very low or even ineffective. Because, you can't let a big successful man to his father or wife spoiled, they will not do so.

2, the use of the scope

As the use of ambiguous psychology and face-saving psychological sales skills, "spoiled marketing" does not apply to valuables. Dozens of yuan of toys, no problem, hundreds of yuan skirt, estimated also no problem, thousands of yuan mobile phone, may be no problem. However, hundreds of thousands of of the car, millions of of the house and other valuables, may have problems.

Because, when the cost is too high, shopping risk is greater, the need for rational decision-making, a small spoiled brat is unlikely to reach sales immediately. Of course, except for tyrants!

If for a common people, put the above joke, one of the "I Love You" to "I want to buy a Ferrari", this joke may need to rewrite:

Wife said: "Hubby, I want to buy a Ferrari." ”

Hubby: "Oh, aren't you sick?"

The wife continued: "Hubby, I want to buy a Ferrari." ”

Husband: "God, it seems to be very ill." ”

The wife continued: "Hubby, I want to buy a Ferrari!"

Husband reluctantly picked up the phone: "Ambulance ..."

What does that mean? This means that "spoiled marketing" is the use of the scope, once the scope and boundaries, "spoiled" is no longer a kind of cute, and become a burden, "spoiled marketing" will lose its original intention, halfway to the break.

The application method of "spoiled marketing"

Any marketing concept, implementation to the methodological level, there must be a way to achieve transactions, promote sales, and this approach can be replicated, "spoiled marketing" is no exception. Below, we introduce three of "spoiled marketing" of the landing method.

1, skillfully use face psychology, from "things" to "ritual"

A few years ago, underwear brand Triumph (Triumph) in Japan launched a "spoiled mode": women can choose their favorite items on the website into a "spoiled shopping cart", fill out their own e-mail address, and then sent by the system to boyfriend mailbox. Boyfriends can choose to pay or reject.

The magic of this approach is the "spoiled shopping cart." If it is an ordinary "shopping cart", without adding "spoiled" two words, may not reach the boyfriend willing to pay the effect.

is because added "spoiled" two words, a "play" behavior inadvertently converted into "consumption" behavior, so that the simple sale of goods into a gift sales.

Because, pure underwear is only a product, but this underwear is the girlfriend likes and wants to buy the underwear, immediately will become "the gift". For "Product" payment and for "gift" payment, the feeling is not the same.

In addition, although the site to the boyfriend to provide a "payment" and "refusal" of the two options, but in fact this is a test, to the naughty method of testing the "love" and "tolerance" to the boyfriend to provide a "have to pay" reasons.

Haagen-Dazs ice cream There is a slogan "Love her, please her to eat Haagen-Dazs" is also the use of this psychological classic case. Because, this sentence will let the men take a tiger, hint: Don't ask her to eat Haagen-Dazs, it means not love her or not enough love her.

There is a saying: rather than passively beaten, not as active attack. Haagen-Dazs Advertising language, so that those smart men learn to "take the initiative", the girlfriend has not opened before the initiative to invite his girlfriend to eat Haagen-Dazs, Haagen-Dazs ice cream into a expression of love "gift" or "surprise." This is why so expensive ice cream can live to the present reason.

From this can be seen, spoiled marketing is actually a psychological game, is the use of ambiguous, good face and other psychological factors, so that people "have no choice" of promotional behavior.

2, into the entertainment elements, stimulating consumption

Huang Taigi Restaurant, once in a year of the Chinese festival has done such an activity: lovers at the Huang Taigi counter each other kiss each other to send a luxury version of the pancake.

After the launch of the event, became a hot topic for young people, many people in their own micro-letter and QQ group widely spread the news, but also a lot of media has reported Huang Taigi.

A small move, why can cause such a big response? Because, Huang Taigi in "spoiled marketing" added entertainment elements.

Think about it and understand that there is no restaurant, because lovers kiss each other and send things. This will make people feel curious, even playful, willing to talk, and more willing to spread.

Today's society, is the people's Entertainment society, who can put their marketing activities and recreational activities cleverly linked together, who will win the attention of consumers, and may even win their participation.

With the popularity of chat software, especially QQ and micro-letter into people's lives, we also see a lot of emoticons. Moreover, these emoticons are specially developed to meet the need for people to express their moods through symbols. Here, and "spoiled" the expression of the symbol also accounted for a considerable proportion.

So, a chat software, why besides through the text and voice communication information, but also design so many emoticons?

The reason is the need for "entertainment". In addition to words and speech, people need those amiable and lovely expression of small symbols, so as to express their feelings. You can imagine: a chat software without any emoticons, you can use it? The answer is self-evident.

Spoiled marketing, want to do well, must and "entertainment" into one, let "spoiled" entertainment, let "entertainment" emotional, thus stimulating consumption.

3, the use of social marketing, amplification impact

At the end of November 2014 film "Spoiled Woman Best Life", in order to expand influence, launched a social marketing activities-"spoiled competition", causing a stir.

The first round is October 2014, occasion IPhone6 listed, will be the theme identified as "a spoiled brat to IPhone6", the entry threshold is lowered, netizens have resorted to all kinds of spoiled tricks to iPhone6, to create the early public opinion atmosphere.

The second round is the November 2014 Singles Day Eve, combined with HTC "Love together" activities, spoiled the contest released "not single" theme, called on netizens to the beloved person, successful "naked".

The third round is the film on the Eve, combined with the early spread of the hot material formed "spoiled song", called on netizens to play the spirit of entertainment, challenge the Divine Comedy, to "spoiled the contest" This topic continue to inject more attention.

These two rounds down, "spoiled brat Contest" has been a great success for the film's release also provides a good foundation for public opinion.

After the launch of the event, in micro-view such a relatively closed short video platform, the participants produced a total number of original video up to 3000, the total amount of play up to more than 20 million. Later, even more gratifying is that the film in the country only a week, the box office broken billion, the word of mouth bursting.

What does this case show? This shows that: to do a good job of "spoiled marketing", it must be combined with the social marketing practices, the promotion of enterprises to successfully transform into a social topic, expand influence.

Because, once you achieve a successful conversion, there will be a lot of business follow-up, with you to make the topic bigger. Take the "spoiled brat Contest", the success of the event into a social topic, including the map of gold, Taobao, Alipay, treasure net, Beautiful said, 360 film and television, HTC, Lenovo, Shanghai Night City, National Brigade, Tatsu gift shop, vegetarian black and many other enterprises also respond, actively follow up, set off a "spoiled wind."

Matters needing attention in "spoiled marketing"

What needs to be explained is, do anything, we do not deliberately enlarge the nature of the matter. Although "spoiled marketing" is an effective promotional means, but it is not omnipotent. Do "spoiled marketing" also need to pay attention to the following three points:

1, make good use of reasonable time, is the key to success

The best promotional opportunity for liquor is the Spring Festival, the best promotional time for Mooncakes is the mid-Autumn Festival, the best promotional opportunity for toys is heartily. So, when is the best time to "spoiled marketing"?

We believe that Valentine's Day and the Tanabata festival, and even Singles Day, is a good time to do "spoiled marketing".

When it comes to these festivals, the lovers seem to agree that "the chance of mutual confession", and all kinds of gifts and actions to express love have sprung up. In big cities, every Valentine's Day, a rose can rise to more than 100 yuan, which shows the impact of these festivals on couples.

Therefore, to plan a successful "spoiled marketing", the choice of timing is very important. Time is right, half the time.

2, to create an "amiable" atmosphere is very important

"Spoiled marketing" is the essence of emotional marketing, emotional marketing is the key to experience success. In other words, your emotions allow the other person to experience it.

When couples develop to marry, male direction of the woman to propose, general will not directly say "Please Marry Me", and in order to say this sentence, will plan a lot to let the woman unexpected situation and atmosphere, and even some "rich second generation" for this pay heavy, do fireworks show, use helicopters, holding lights party.

Why are the couples so prepared to propose? Can you just stand by the road and say no?

This tells us that things need a corresponding atmosphere, only in that atmosphere, it can become more complete. Eat dumplings, usually eat and New Year's Eve to eat, feel different; drink red wine, in the upscale restaurant and beauty drink together and in the big row of a person on the bottle blowing, feel different; Make a speech, talk to the camera in an empty room. It feels different to face 1000 people in the Great Hall of the public.

In fact, "spoiled marketing" is the same, need an atmosphere. Just as Xiaoming in the film "A Spoiled woman best life" in the lines "Jiangshan so beauty, see you will be spoiled", "spoiled marketing" the success of another key is to create a "amiable" atmosphere of a spoiled brat.

3, as a promotional means, "spoiled marketing" can not be used

We have been emphasizing that "spoiled marketing" is a means of promotion. In the marketing process, any promotional means can not be used.

Special, is an effective promotional means, but can not be used, otherwise it will lead to a disguised price, damage the brand.

Free gifts, but also an effective means of promotion, but can not be used, otherwise your products will be sold completely do not move.

"Spoiled marketing" is the same, can not be used. Otherwise, people will be disgusted and lose their due effect.

Finally, we borrow the wine of the advertising language "strength wine is good, do not drink oh", warning our entrepreneurs: spoiled marketing Although good, do not use Oh!