Impress consumers

If marketing is war, the terminal is where the battle is finally resolved. How to use this battlefield to win the marketing battle? In the book "Activating Terminal", Mr. Liu Yongju, a well-known marketing expert, systematically expounded this issue.

The book "Activate Terminal" consists of five parts, which respectively describe the concept and activation content of terminals; the activation strategies and means of market terminals; the types and different combinations of sales terminals; the activation methods and skills of sales terminals; the storefront of terminals use and influence.

This book is relevant to the Chinese market, practical and specific. The author divides terminals into market terminals and sales terminals. The sales terminal refers to the stores, selling points and direct sales forms that directly contact consumers, while the market terminal refers to the overall environment in contact with consumers, including the promotion of the store, the heuristic creation of the environment around the store, DM home promotion and The environment in which consumers live, etc.

The author proposes activation techniques and methods for these two terminals respectively. The most basic starting point of these techniques and methods is to stimulate consumers' emotions.

Emotional Activation Market Terminal

Coca-Cola's advertising is always hot. The protagonists in the advertisement, from Olympic champion Liu Xiang to "Hong Kong rookie king" Shawn Yue, "Taiwanese group queen" SHE and "VJ king" Wilber Pan, are deeply loved by young people. It makes sense for Coca-Cola to do this. The target audience for Coca-Cola products are middle school students, who love sports, pop songs, and are passionate. Coca-Cola's ads did what they wanted, meeting the emotional needs of this crowd.

In the mature stage of products, consumers' choices already have certain emotional acceptance elements. At this time, enterprises should conduct emotional guidance at the terminal and communicate their feelings with consumers.

Emotional guidance should pay attention to two points. First, connect with the emotional needs of the product promotion crowd. Just like Coca-Cola does.

Second, emotional advertising should have a coagulation effect. That is to say, sometimes it makes consumers feel jealous, and the emotions congeal and have nowhere to vent, and finally let consumers vent their emotions to the product.

Chivas made an advertisement for 12 years. An old and successful businessman has been drinking Chivas for 12 years with a beautiful young woman. On the left side of the advertisement is a small line: "I have to admit that life is really unfair." After seeing this ad, maybe your jealousy is aroused. That's exactly what this ad is trying to achieve.

Four activation methods. Emotional guidance is only a core means of market terminal activation. The other three means are: visual guidance, language guidance and interest guidance.

In different stages of the product, it is necessary to choose the appropriate expression method and express different content. For example, when a product has just entered the market, consumers will not agree with the brand. At this time, it is necessary to use the product's vision to guide it; in the mature stage of the product, the product and brand have been deeply rooted in the hearts of the people, and emotional guidance is needed.

When a product first enters the market, language guidance is inspired by the interests and needs of the product; but in the product introduction stage, the demand has been inspired. At this time, language guidance needs to be carried out according to the personality of the product and the emotion of the brand.

Emotional activation of sales terminals

Emotions not only play an important role in activating market terminals, but also an important principle for activating sales terminals. To attract the attention of consumers, you must first touch their hearts.

Only products of Midea can firmly capture the attention of consumers. The author summarizes several ways to show the beauty of the product.

Association and storytelling. If the product has a history or origin story, then create such a scene or situation through the display of the product.

Creates a dynamic effect. The human eye is more sensitive to things that are dynamic or dynamic. With the help of power such as water, wind or motor, the product is moved. Or create a sense of dynamism. For example, the delicate support of the fore and rear heels of the shoe with fine needles is very dynamic.

Leaving white space and using space To place an object alone in a wide square is a little weird, but it's very conspicuous. The optimal ratio of product (cluster) to blank is three to seven or two to eight. Not only highlights the product, but also looks much higher grade.

Use the background to highlight the product. Hang the curtain on the back of the product display, paste the wallpaper, and arrange it as the background, all of which will be effective.

Magnets are displayed on both sides of the store's aisles, with some small booths staggered. The small booths displayed in this way are like magnets, so that customers walking in the aisles can fully feel the interest and fun of shopping.

Another feature of this book is the combination of pictures and texts. When talking about the use of light to attract customers in the storefront sign of the terminal, the author uses a storefront sign of Shangdao Coffee (P222, Figure 13-12) to illustrate what a "light reflecting signboard" looks like when it is focused and illuminated by a spotlight. Under each method and technique, there will be one or two such picture examples, which will bring readers a more intuitive feeling.

Cindy Bin CEConline Website Editor