Today, the marketing of home building materials has become extremely difficult! With the same hand, I can’t wait to raise my hands and add my feet!
The "Routines" for planning have been exhausted. The celebrations of the factory celebrations, the group purchase alliances, the sweepstakes exemption, and the star presidents are all incapable of doing so. You may wish to learn "three hearts and two minds".
Everything that is not consumer-centric is a hooligan. Nowadays, most of our consumers have gone through the era of “functional consumption†and entered the era of “emotional consumptionâ€. More consumers tend to achieve self-worth through consumption. In the teaching case of the Butterfly Yiyi Home Business School, we saw that from the "energy paradox" of the famous marketing expert Chen Yu'an, I believe that more consumers are willing to spend more on consumption, the key is to seize Consumers’ emotional value captures the “three hearts and two minds†of consumers. These three "hearts" are: curiosity, triumph and goodness; the second "intention" are: interesting and meaningful.
2017 latest fabric sofa - butterfly æ–“ æ–“
Then let's see how home building materials use "three hearts and two minds" to seduce critical consumers.
First, evoke consumer curiosity and do interesting marketing.
In 2016, Aopu used curiosity marketing to fly. A brand poster of “5.30 I will turn around†caused a hot discussion with full mystery and quickly spread to the WeChat circle of friends and became a topic of the whole nation. In fact, this is an activity poster of Aopu's “spokesperson quizâ€. Aopu has attracted the attention of the whole people through outdoor advertising and Weibo WeChat, and the brand reputation has been greatly improved.
On the occasion of his 9th anniversary, Lin's Wood Industry also used the potential 520 to publish an indulgent man's marriage proposal on the billboards of major bus stations on the day of Valentine's Day, which led to the infinite conjecture of passers-by. The event detonated for 3 days. The reading of love letters has exceeded 10 million, bringing Lin's wood industry 70 million in sales.
Second, seize the consumer's ambition and do marketing that is both meaningful and meaningful.
On the opening day of the Rio Olympic Games, Zhibang cabinets took advantage of the Olympics to play the marketing slogan of “World Champion Choice†and invited three former and current Olympic champions Lang Ping, Du Li and Huang Xu to cheer for the event and pass the “World Championâ€. The choice "guides consumers to establish a "champion quality" brand image for Zhibang, and uses the consumer's ambition to achieve double performance.
In terms of marketing, it is more interesting to be a “PK†carefully planned by Red Star Macalline, that is, just use “Yan Pay†for face scanning, you can get 200- according to the level of the face value. There is no threshold cash coupon of 800 yuan, many consumers will share the "brush face" results to the circle of friends, triggering a national "face fight" battle!
2017 latest fabric curtains - Butterfly Yiyi home for pictures
Third, stimulate the goodwill of consumers and do meaningful marketing.
“Good kindness†marketing is often closely integrated with the sharing economy and charity, and is the most popular marketing method in marketing. The famous brand of domestic cloth art, Butterfly Yiyi, and local charities, since 2015, have carefully planned a national store marketing campaign of “Love the bed to send healthâ€, and Butterfly Yiyi’s home is to attract consumers by “letting money and saving moneyâ€. At the same time, it also donated more than 100,000 yuan to charities in the name of consumers, which inspired the goodwill of consumers. It has also received dozens of media reports, and the brand reputation of the butterfly has been greatly improved.
In 2016, Quanyou Home also traveled through four unmanned areas with the theme of “Being love exists and starting for loveâ€, injecting green and hope into the wilderness, while conveying the green and healthy brand concept, and vocalizing for environmental protection and health. At the same time, it also sounds for the brand!
2017 latest fabric curtains - Butterfly Yiyi home for pictures
In fact, marketing does not need too many "routing", return to the consumer-centered, under the premise of doing a good job, more to grasp the emotional value of consumers, learn "three hearts and two minds" may be better.
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