A good marketer should first be a qualified psychologist; conquering God begins by conquering his heart. Psychological marketing makes sales redundant.
In the buyer's market characterized by competition and "consumer domination", the "rules of the game" give consumers the natural right to choose, and the customer is God, which cannot be subdued by any violence, only the use of "psychological tactics" The "invisible hand" can firmly "take God by the nose and follow me". Therefore, psychological marketing has become a rising market means following customized marketing, network marketing, knowledge marketing and green marketing. In today's increasingly fierce competition, increasingly subdivided market, and more and more difficult for consumers to "serve" today, its role has become more and more obvious.
Psychological marketing is a kind of soft marketing that changes from passive to active, from "push" to "pull", from "consumer domination" to "producer domination" and "marketing domination". 1+1<2" can bring about "1+1>2" in terms of benefits.
Conquering God starts with conquering his heart.
High- level marketing is not a simple competition between products, but a psychological silent contest. The true meaning of marketing is to capture the "heart" of customers to the greatest extent possible. The diverse and colorful customer psychological activities provide a huge stage for marketing experts to display their artistic talents.
According to relevant surveys, 60% of Hong Kong people have no desire to consume before entering a store. Their shopping behavior is only determined by the decoration of the store, the arrangement of commodities and the background music when they act on the subconscious and generate psychological impulses. Research shows that when a housewife sees a celebrity she likes advertising a product she likes, her liking for both the celebrity and the product increases proportionally; when she sees a celebrity she likes advertising a product she doesn't When a product she didn't like was advertised, her liking for the star began to drop, while her dislike for the product she didn't like decreased slightly. A large number of empirical studies have pointed out that playing slow-paced light music can slow down the pace of customers, and stores can increase sales; playing romantic and elegant saxophone music, restaurants can sell more alcoholic beverages; The price of 100 yuan sells faster; women are picky about the harmony of colors, so the color of women's sports shoes should not be too complicated; the texture of the surface of wooden furniture and the crystal clear texture of glassware can better meet the aesthetic needs of customers ; Red makes people tend to be active and stimulates emotions; Blue makes people calm and maintain stability; Straight lines make people feel solemn and stable;
All this shows a very important fact: customer psychology is an "exogenous variable", which can be guided, controlled, and shaped by various external conditions to generate specific customer psychology. This makes "psychological tactics" stand out and develop into a specific marketing tool with a theoretical basis, supplemented by a combination of business strategies and make it practical in practice. Various signals radiated by the market are constantly stimulating the perception of customers, thus acting on their conditioned reflex system, creating the desire and impulse to buy, so that customers are pulled by an "invisible hand" to actively "give up to the manufacturer". Hug".
Leading by the nose of God The psychological needs of
customers are the ideological precursors for their purchasing activities, and it will inevitably affect their purchasing behavior directly or indirectly. In the market operation, manufacturers can use the following psychological marketing strategies to "siege the city".
1. The psychology of scarcity - leave some "hunger feeling" for God. In the process of selling goods, strictly control the sales volume, artificially create a tense state of short supply, and use the psychology of customers to buy in-demand goods to arouse their strong purchases want. There is a jewelry company in France that produces all kinds of gold jewelry, which are favored by customers because of its high purity and exquisite craftsmanship, and are very popular. However, the company resolutely gave up the policy of mass production and mass sales. Instead, it "goes against the current" and strictly controls the production and sales within a certain limit, which keeps the market in a state of "hunger and thirst" for a long time. As a result, the product has been in short supply. Also always wins.
2. Curiosity - leave some "mystery" to God. Many customers have a natural sense of curiosity about products with peculiar structures, novel styles and mysterious origins, and hope to be the first to try them out in person to satisfy their desire for new and different products. Desire to increase the taste of consumption. For example, Coca-Cola's best-selling and enduring is inseparable from various magical legends about it: its formula is passed on from child to child; it has been prepared in a secret room; the concentrate is directly airlifted from factories in the United States; the formula accounts for 1% The core ingredients of , so far no one knows... So Coca-Cola, with its magical and beautiful legend, drove the curiosity of customers and took the world overnight.
3. Potential pleasure psychology - leave some "stimulation" for God. Potential pleasure needs are a part of the extra benefit that the customer did not expect in advance and was specially handed over to the customer with the product, in order to bring the customer an unexpected experience. Surprise, make it frequent patrons and never tire of it. A supermarket manager in Indiana, USA, once created the miracle of selling 350 kilograms of cheese in 4 hours. The secret lies in the use of hidden pleasure promotion: let customers cut cheese with a knife by themselves, and stipulate that any cheese that can accurately estimate their own cut is required. For weights with an error of less than one ounce, there is no need to pay. Although cheese shops can be seen everywhere on the street, people would rather wait in long queues to wait for a "sense of achievement" and "sense of excitement" of "guessing for free". As a result, buyers are enthusiastic and the event is unprecedented.
4. Realistic psychology - leave some "trust" to God The core of realistic psychological needs is to focus on "practicality" and "benefits". Some customers pay special attention to the utility and quality of goods when shopping, so they have a high dependence tendency and marginal consumption tendency for wear-resistant, durable and durable goods. A toothpaste company worked hard on how to increase its market share. Later, after careful comparative research and analysis of competing products, it was finally found that in the rural market and low-income people, the durability of toothpaste was the key to attracting and retaining customers. Resolutely adjust the process and reduce the inner diameter of the toothpaste opening by 1 mm. In this way, the average service life of a tube of toothpaste is 10-12 days longer than that of similar products, thus firmly establishing the "durable" brand feature in the minds of customers. The move was immediate, capturing a large market without much effort.
5. Public Welfare Psychology——Leave a "warm feeling" to God. Modern marketing increasingly emphasizes the organic combination of consumer demand and social public interests, fully reflecting the high sense of responsibility of the enterprise to the society, so as to establish a good reputation, In order to win the wide recognition and strong resonance of its values from customers, it can subtly break through the psychological defense line of users, so that they are willing to open their wallets to manufacturers. This is public welfare psychological marketing. Japan's Honda Motor Company has ingeniously launched a "Honda Plan" for selling cars and greening the streets: for every car sold, a commemorative tree is planted on both sides of the street to reduce the impact of more and more car exhaust on the urban environment. pollute. After the implementation of the plan, the cars were opened one by one, the trees were planted on the street one by one, and the green areas were spread out piece by piece. A strong desire for demand naturally arises in the hearts of customers - why not buy Honda cars that green the streets? As a result, Honda became famous for a while, and its sales increased rapidly, and it quickly entered the forefront of the automobile giants.
A Buyer's Market Calls for Psychological Marketing
American scholar Ziegler said: "The essence of sales is to convey the psychology of the product." All modern marketing activities can be attributed to the pursuit of "sincere, enthusiastic, love, concern, and confidence" for customers. In the buyer's market where there are many manufacturers and brands, traditional marketing methods are gradually becoming weak due to the loss of the "environmental support" of the past, and the interactive relationship between marginal revenue and marginal cost is rapidly sliding toward the quagmire of "small profit". On the contrary, psychological marketing has attracted the attention of the world with its strong vitality. It is foreseeable that the lever that leverages the buyer's market must belong to psychological marketing. In a word: Psychological marketing makes sales redundant.
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