Emotional marketing refers to injecting emotions into the core of the brand at the relatively mature stage of the product, increasing the core culture of the brand, and releasing the core emotional energy of the brand, supplemented by the functional and conceptual needs of the product in the process of product marketing. To impress consumers and keep explosive growth in the process of steadily rising products.
Emotional marketing, like "water," seems to be weak, but it flows everywhere and is invincible. In life, one can forget a lot of things, but sometimes a moment of emotional shock is often unforgettable. Market competition is ultimately a customer dispute, whether it is the service industry or a business, let your services and products and emotions hang up, so that consumers trust you, like you, you can become a market success.
For example: On the eve of the "May 1st", the author took a plane from Eastern Airlines to go to Changsha for a business trip. After the plane landed, I took a bundle of materials with me and walked to the door of the cabin. When the stewardess smiled at me and said goodbye, I handed me two small squares and said, "Mr. Please wrap the rope with a small square scarf, don't break your hand." My heart was emotionally served by China Eastern Airlines. Hooked, a warmth in my heart: I thought really thoughtful! I will choose China Eastern Airlines next time.
The service provided by the Eastern Airlines sister, the emotional influence formed, and the appeal of the soul, is a way for business operators to learn, learn from and use. Business is good or bad, in addition to brand, quality, price, etc., it also depends on the emotional service before, during and after the product. When we sell to customers, the bigger challenge is not only to sell a better product, to provide thoughtful services in the business, but also to share an emotion that can make customers and businesses friends and thus be able to Cooperation will continue. As a famous American entrepreneur said: The victory of modern commercial warfare is not in how many markets you occupy, but in how many consumers you occupy.
Classic case: One evening, an old couple is eating, the phone rings, and the old lady goes to another room to answer the phone. After returning, the old gentleman asked: "Who's the phone?" Answer: "The daughter called." Q: "What's the matter?" Answer: "No." The old man asked in amazement: "Nothing, thousands of miles." Phone?†The old lady whimpered: “She said she loves us.†The two men were speechless and excited. There was a narration: "Take your love by phone! Bell phone."
This kind of emotional marketing classic advertisement has touched the hearts of thousands of parents and children in the world with warmth and tenderness.
When conducting emotional marketing, you should generally start with the following aspects:
1. Emotional packaging. Today, material products are extremely rich, and people's individualized demands are becoming more and more intense. The choice of brands will mainly be based on personal likes and dislikes, aesthetic needs, and emotional appeals. The production mode of enterprises will also be from "mass customization" to satisfying personal emotional appeals. The "tailor-made" transfer.
Example: A miraculous “popular†drink in the summer of 2004 “He added herâ€. In terms of product packaging, the “He Plus Her†beverage company was originally designed with two different water bottles “Men Left Female Right†put together: the cool blues of the male head silhouette and the feminine pink purple female head contours are just like affectionate Looking for a couple. However, when it comes to consumers, some people do put it this way; while a large number of people put two bottles of water "female left and right" together, and a pair of affectionate couples become affectionate. A couple, and consumers think this is the right thing, they think this is the original intention of the designer. In fact, no matter what the designer's original intention is, this kind of beverage is divided into men's and women's packaging, which has deeply touched the consumers, especially those boys and girls who started their loved ones. The couples touched the bottle gently, smiled at each other, and looked at each other. mind. This is the unique charm of emotional packaging.
2. Emotional promotion. Customers not only buy goods, but also buy attitudes and buy feelings. As long as you give the customer an emotional bond, he owes you a favor. In the future, he may come back to pay the debt, and the better way to pay off the debt is to buy the product you are selling.
For example: Joey Gillard, the American auto sales leader, believes that it is important to sell a little emotional debt to customers. When a customer comes to his office and forgets to smoke and wants to smoke one, he won’t Let the customer go to the car to get it, but ask: "What brand of cigarette do you smoke?" After hearing the answer, take it and hand it to him. Because his office usually has a variety of brands of cigarettes in case of emergency, this is the initiative of money lending, a small debt, an emotional bond. He gives customers a little extra service, which makes customers feel owed.
3. Emotional design. Emotional design refers to the manufacturer's process of manufacturing products or designing products, fully considering the special needs of consumers at different levels, understanding their unique psychology and emotions, giving consumers more rights to participate in manufacturing products, and designing consumers to express emotions. Opportunities, then the theme falls on a specific product, allowing consumers to accept products or services through emotional appeal. For example, Haier customizes the refrigerator style for customers through online ordering. Some wine companies encourage consumers to customize the ideal wine, including the degree, flavor, taste, name, packaging and so on. By 2003, San Miguel had provided consumers with a production promotion program for 199 different types of wines on the Internet.
In short, to successfully carry out emotional marketing, the product should make the user happy; secondly, the "sales" method can not be used to communicate with the customer; the third is trust, try to make your customers believe in you, like you.
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