It seems that most modern home appliance enterprises have experienced marketing misplacement. More and more of them are spending their energy and money on advertising. Of course, I am not saying that this is wrong. After all, in today's society, the more advertisements a brand makes, the more impressive its counters are, the deeper impression it will leave on people. However, there is a special phenomenon that may have been overlooked by many: about 40% of consumers buy a different brand than the one that left the deepest impression when they arrive at the retail store. In other words, your promotion outside the store has succeeded, winning consumer recognition and fame. But you lost at the place where customers buy products - the mall.
※Customer-oriented emotional consumption overturns enterprise-centered marketing theory
We can say that many companies spend a lot of money on advertising and also stimulate customer purchasing desires, but end up doing favors for others. They invest heavily and painstakingly in brand image, always thinking from the perspective of their own company about how to increase market share, how to improve the effective viewing rate of advertisements, and how to create a "city full of thumbs up" CI image, etc. In fact, customers are very simple; they just want to buy something reliable and trustworthy, while also indulging in being treated like a god. We once conducted a large-scale purchase motivation survey in China's second and third-tier markets, and one piece of data showed that as high as 65.5% of consumers prefer "as long as it can be used reliably and stably, even without a brand." And any result is something you cannot know unless you try. Therefore, consumers' purchases depend more on emotional cognition, such as "this salesperson speaks quite honestly," "advertisements are all misleading, let's buy something else," "Aunt Zhang's refrigerator is pretty good, let's buy that," etc. These thoughts are the dominant factors in some consumers changing their purchase decisions temporarily at the store. Perhaps a single warm word from a salesperson completely changes a consumer's original purchase decision for a certain brand, leading them to choose another brand.
※What customers care about, we should do
What makes customers feel reliable and trustworthy? Is it the brand? Let's think about it: a first-line brand emphasizes "after-sales service" but gets the evaluation of "patching up quality issues," implying that the product quality is not up to standard; a brand was in the top position of CCTV advertisements a few years ago, but still remains obscure to consumers, well-known by all yet without achieving corresponding sales figures, and so on with countless rumors involving countless brands. Therefore, it is visible that a brand is not necessarily a magic charm to gain enough customer trust. Personally, I believe that we should focus more energy on the purchase scene. While paying attention to advertising and counter hardware construction, we should add some software displays showcasing our corporate culture or business philosophy. At the very least, we shouldn't confine our corporate spirit within the company or in corporate documents. If the culture and spirit of the company only work on employees, then our culture is not enough. We need to extend the influence of our corporate spirit to our customers, which truly reflects the value of corporate culture. How strictly do we require quality control? What kind of learning-oriented employee teams have we created? How is our development plan for the next year? Why do we take practicality as the research and development guideline for our products, etc.? Of course, if our salespeople can express pride and honor in the company while explaining the product, it would be twice as effective.
Therefore, enriching the software information we provide to customers, allowing consumers to personally experience a more reliable and genuine side at the terminal, making the corporate logo no longer a rigid mark but a vibrant life force, a bold and enterprising product production base centered around customers, may be more convincing to consumers before they make their final purchase decision.
This article comes from 88fa Franchise Network http://www.88fa.org/, Original address: http://www.88fa.org/post/73.html