Do not let marketing exploit weaknesses

All marketing is weak marketing, that is, the inherent weaknesses of our humanity and the secular judgments formed the day after tomorrow. Because of fear of kidney deficiency, fear of obesity, fear of dark skin, fear of illness, fear of obsolescence and consumption, think of you in the e-commerce to buy discounted things, think you will never be missing a dress wardrobe and can not find shoes Think of what you bought and celebrity signatures after you saw your ad - your weaknesses are completely marketed, needs developed, and desires met, ostensibly looking good for everyone.

However, after consumer spending why disappointment, desire to meet will regret? Slavoy Zizek said: "We need to know what you want." But by the marketing of the weakness is to make people become Always need, never satisfied.

Difficult to change humanity, and marketing everywhere. Want to be a victim of weak marketing, there must be a strong heart and self-awareness. But then, you can successfully marketing the weaknesses of others, whether you are selling appliances or values.

1, free

Who is not cheap? As long as you have consumed before, you must be discounted in various businesses, free trial activities fell into the trap.

"Zero purchase" is the most common type of marketing that has emerged against the greed of people during the highly competitive mobile market. "Zero yuan" is enough to let some people forget the word, behind the zero consumption is the need to pay each month may have spent the original bill. As long as your mind flashed this idea, you have been calculated by the merchants. Fate, no consumer can be smart business.

2, VIP

In business, VIP (Very important person) originally refers to 20% of the people who make 80% of the profits, they are directly related to the rise and fall of the business. Therefore, companies take special care of: banks do not line up VIP; airline VIP has a separate lounge.

It is these "little privilege" that successfully satisfy the superiority of existing VIPs and become the weapon of business promotion - subconsciously, people always want to rank higher in the social class. Businesses play the evangelist preachers, while value-added services as a bait, while instilling in customers, "VIP is not born, everyone can become a VIP."

As the threshold is lowered, the number of VIPs is increasing, the number of "small franchises" promised by merchants is less and less, and the amount of promises is less. The "inequality" increasingly tends to be "equal" and the "VVIP" also comes out.

3, hungry marketing

Buddha's life eight bitter, one of the pleasures. Hunger marketing is to deal with this kind of mentality, make the right investment. Businesses intend to reduce supply, create "illusion" in short supply, maintain higher selling prices and profit margins, or just to attract attention and increase popularity.

From the series of Apple products and domestic large tracts in recent years, we can see that the basic path of hunger marketing is this: from time to time in the product development and filming throws one after another burden or high technology as a selling point, or Director draft as a selling point, won the sustained attention of consumers. However, the core thing is strictly confidential: for example, iPhone4 design was Apple strictly guard for 30 months; "Jinling 13 Hairpin" has released a variety of movie posters, but only until the last one appeared a heroine Back view. The conjecture on the core content objectively carries out a word-of-mouth communication among the audiences.

When the consumer appetite is fully suspended, it is the best time to market. Once suppressed the long-term desire to have a catharsis approach, the result is unimpeded, queuing at night; even if the fare hit a record 120 yuan, but also full field.

4, chest exhibition

Through the most direct sensory stimulation, so you obediently took out money, this is all erotic marketing routines. The problem is that in China, most of the erotic marketing channels are only related to the erotic - "Erotic" completely attract people's attention, the brand has become a supporting role.

Good luck, a short period of time to attract attention, create public opinion, and at some stage called the topic center, in the long run, does not help business. We know that the Beijing auto show did not make people remember a new car, leaving only a big breasts middle-aged woman's figure. Hundreds of exhibitors Chinajoy exhibitors, but the most pictures are Tong Yan Bust 90 Showgirl.

Step back and say, good erotic marketing is the need for technical threshold - you can not do fun, humor or even grace it, why even the basic aesthetic are too close? Please CK and Durex advertising posters out, Learn composition, creativity, make-up, body posture, and the most basic nudity.

5, sensational

Admittedly, the success of the attack on the masses has been in-depth texture, so do not be surprised, "Men, you should be ruthless," "mixed well, I do not come back," such sensational ad is treated as a classic copy And widely circulated.

Let's look at another advertisers who sensational master Fanke, "I believe that they insist will be a victory, I just want to prove myself to prove to the world my strength, I was Luo Dan is where the customer, I just want to be with you". Obviously, this is a smarter approach. The same is sensational, it makes the big stars sink down, so that you really think they are ordinary people, it just let you in the plain and powerful discourse resonate, so impress you. From a commercial point of view, this is a direct sensation of the people. Of course, this also means that you are greatly increased the probability of marketing.

6, the title of the party

The title party initially refers to some Internet users online, they use a variety of creative headlines to attract users eye, usually the contents of the post and the title has little relationship, users often have been deceived after reading the feeling. The reason is that the use of people's curiosity.

Today, there is not only a headline party in online and media news. Strictly speaking, all advertising and merchants' promotions have the title party's suspicion. Real estate can be described as the hardest hit. Well-known real estate advertising "buy a house to send furniture," in fact, just to help owners convey the meaning of furniture; "first-line Riverview" must physically detect the balcony was visible; "visionary" subtext is the attic, and "easy access" means The first floor.

7, national card

Almost all of the home appliance brands of the 90's have played national cards. Changhong's slogan is "to serve the country with industry and make the nation prosperous." The advertisement of Haier is "Haier China Made". Almost all of these brands have been successful in the era of "China can say no." However, more than a decade later, when people's choices were simpler, the brands started to discard national cards with great difficulty.

Instead, another industry has frequently thrown "China" card. The earliest is Wahaha, it directly under the cola as "Chinese own Coke" - as if the Chinese should not drink other coke-like. It then turned a common commercial dispute into a confrontation between national capital and foreign capital, and by that it successfully forced Danone to take the initiative. Afterwards, when people turned back, they were surprised to find that the spokesman for this national capital owns the U.S. green card.

8, foreign experience

Why domestic goods like to give themselves a foreign name? Western ah! The foreign moon is not necessarily round, but the foreign name must not understand but can look very high-end. Why do so many people buy everything that loves or looks like foreign countries for no reason?

9, celebrities

Takeshi Kaneshiro Wu took a bottle of green tea specially handsome to drink, we are eager to try. See Daniel Wu wipe a little skin care products will be radiant, and we are eager to try. Fan Bingbing see a little shampoo can be filled with flying, and we eager.

Television, records, magazines let us know the famous face, celebrity life, celebrity bitter and happy. However, we really know Takeshi Kaneshiro, Daniel Wu, Fan Bingbing, Faye Wong do? I really do not know the skin care products advertising is out of PS, Takeshi Kaneshiro usually do not necessarily drink green tea, shampoo simply can not wash black and white?

10, online shopping addiction

Online shopping addiction is being cultivated: you may have never been away 50 meters downstairs residential district supermarket, because the hoarding of daily necessities snack snacks on Taobao; discount shopping season you never face the mall because the purchasing site Vigorously promote is the real temptation; your dinner must be scheduled three days in advance, no way, who called the buy site has the provisions of this pit father ... ...

Although every credit card settlement day you are crying, "want to cut off their own non-stop brush Taobao's hand" and found that "I was Avalokitesvara online shopping is a pit, everyone suffering from shopping obsessive-compulsive disorder.

11, brainwashing

Although melatonin was awarded the "Ten Badger Advertising" for five years in a row since 2000, everyone remembered that "this year's festival will not only receive melatonin without receiving a gift." Advertisers are convinced that "lying three times to come true" is also given us a respite: Fortunately, they will not come the fourth time.

12, speculation

Groups are blind obedience. In a group, individual's intellect and personality are weakened, and groups tend to show impulsiveness without long-term plans, credulity, susceptibility to implication, and so on. This phenomenon is economically described as a "herd effect"

"Flock" blindness The most common occurrence in financial markets, inexperienced investors can easily blindly believe in so-called insider information and follow others blindly. As in 2007, when Wall Street was suffering from the financial crisis, while the Chinese stock market jumped to 6,000 points and vegetable vendors and cleaners talked about the fund, the result was clear. In fact, large organizations have long been dismissed, stuck forever will be retail investors.

13, brand name

Brand name has the surface of the luster "beauty" and the inherent value of the "luxury" represented by the woman to meet the dual beauty of the rich and vanity, so few women in front of the brand can escape.

Luxury brand names have always been the nobility of the patent today has become a popular fashion. The reason why popular brands swear, just because you can provide an instant illusion of nobility.

14, inferiority

In the history of the most incitement of underwear ads from a vulgar romance novels: Scene 1, the heroine crush on the actor has long been; Scene 2, the actor finally opening one-night stand; scene three, the heroine speech excitement to the actor two Slapped; scene four, actress crying at home late at night and smashed the wardrobe smashed - then the voice: "Why does not my ancestor can have a Taiwan bra!"

From knowing how to focus marketing on the inferiority complex of humankind, all peripheral goods related to both sexes have succeeded in half, which is why the magic of "A Cup Instant C Cup" is always sold well.

15, high price

Astronomical moon cakes, astronomical rooms, and even the price of mustard ... ... this year, anything can have high price. Determined businesses believe many consumers are - not the best, but for the most expensive. Therefore, they have all kinds of commodity prices to occupy the high ground, continue to emphasize the significance of the face, to enlarge the invisible value of face, Jiang Taigong fishing, such as willing to hook.

16, one-stop

7-Eleven, the founder of the convenience store, has long worked out a set of rules of the game: the main residential district, taking into account the business district and station shopping district, almost blocking all students and white-collar crowd haunted place; selling regular brand bread, Snack foods and drinks, but also introduce rice balls, oden and cooked lunch packs according to local tastes; sell daily necessities, but the main one or travel equipment ...... A well-developed convenience store, also provide utilities, call a taxi, booking a hotel , Purchasing movie tickets and park tickets and other all-day service.

17, social fear

The Social Anxiety Disorder Association of the United States points out that about 7% of people in the world suffer from social anxiety disorder, while about one out of every 10 people in China suffer more or less from social anxiety. Social networking is the weakness of modern people, and above the weakness, the social network has emerged.

The biggest selling point of all kinds of social networks lies in meeting the social desire of people in the virtual online world. On the one hand, you enjoy more and more relaxed social life in the virtual world. On the other hand, in the face of loved ones, you feel more and more indifferent. People's social skills are formed in the interaction with people from an early age to a little older. There is no communicative practice accumulated in reality. As a result, social madmins in the virtual world are, in reality, often socially inefficient children.

18, lifestyle

IKEA, is a way of life - is selling a simple eco-DIY, garden cotton small flowers, is "Sweden's simple and easy range of children," is "full of sunshine and fresh air, yet without restraint and true" The tide of organic life.

Philip Kotler marketing guru once said: Starbucks is not selling coffee, is leisure; Ferrari is not selling sports cars, is an almost crazy driving pleasure and noble; Rolex is not selling watches, luxury feeling and confidence; Hilton Is not a hotel to sell, is comfortable and peace of mind. Those who catch the "lifestyle" words, any brand can change the dazzling high-end change, instantly lead the fashion trend. No matter how many lifestyles are deceptive, the point is that you and I all eat this one very much.

Author: micro-channel public account "DoMarketing- marketing think tank"