If you understand this marketing theory, you will know why Luo Zhenyu is wrong!

The following is an excerpt from Luo Zhenyu’s speech

I went to a building materials store and saw a toilet that was selling for over 30,000 yuan. I was wondering why your toilet is so expensive. Can you use your toilet to cook? (laugh)

He said that this high-tech thing of mine is called a silent toilet.

Did I say mute? It already exists.

He said that the one you are talking about is called the swirling water type, but that thing doesn’t have enough impact, while mine has enough impact and is also quiet. I tried it on the spot and it really was true.

I said it wasn't worth thirty thousand.

He asked me to find out, do you live with your parents?

I said no.

He asked if you were planning to buy it for your parents?

I said no.

He said, "Then I suggest you not to buy it. We sell this model specifically for families with elderly people." Because the old man had to get up at night, the shower made a loud noise and woke up the other one. He suffered from neurasthenia and couldn't sleep, so he kept his eyes open until dawn.

So he said that the toilet we sell is for your parents to sleep on for the rest of their lives, do you think it’s worth 30,000?

This is a case that Luo Zhenyu talked about at a salon, and then Luo Pang came to a conclusion

So expression has become a very important need in this era, rather than a function. So we will see that all kinds of products are transforming into objects of expression and media.

Products are indeed objects of expression and can also serve as media. However, this case does not apply the theory of product mediatization, but the role theory.

Role theory is an important concept in social psychology, which clarifies multiple selves - not the "multiple personalities" in schizophrenia analysis, but the fact that each of us plays multiple roles every day.

For example

My wife wakes me up in the morning

I play the role of husband

"Go, brush your son's teeth."

She expected me to play the role of a father.

I was driving my son to school and was stopped by the traffic police.

For the traffic police, I play the role of driver

When we got to school, the teacher said your son has been doing well recently.

To the teacher, I play the role of a parent

When I arrived at the company, the boss called me to a meeting to announce the task.

I play the role of an employee

Communicate your boss's intentions to colleagues in the department.

I play a leadership role

Make proposals to clients.

I play the role of Party B expert

I went to the gym after work and the coach told me to train like this.

I played the role of a student.

I received a call from my mother, "Go buy some vegetables and come back."

I played the role of the son.

Go to the vegetable market and face the vendors

I play the role of a customer.

…… ……

Whenever I come into contact with different people, I have to adjust the role I play. This is true for each of us. We switch between multiple roles every day - and specific costumes, props and lines lead us into different roles.

We can judge the identity of the character just by the clothes

Costumes and props help us complete the character

Different characters have different lines. For example, I can say to my Lu and Que in the company: Who is following this Hanergy project?

But I wouldn’t say to Sister Ni: Who is following this grocery shopping project? When I say this to Sister Ni, she will slap me (um~Sister Ni is my mother). I would only say to my mother: Mom, do you think you should go shopping for groceries or should I?

Because the roles played are different, the lines will naturally be different. If the lines are mixed up, the role will not be played well. For example, some people act like a boss when speaking at home, which is very bad.

As marketers , you need to provide consumers with relevant costumes and props (and of course sell them) to help them fulfill their roles. The prerequisite is that the corresponding role must be activated. Once the role is activated, sales will follow naturally.

For example, when the "Warcraft" movie was released, Metersbonwe's commemorative T-shirts were sold out. The reason is that those born in the 1980s have been activated as World of Warcraft players and are in urgent need of relevant costumes and props to complete their role as Wowers.

For the Horde!

So, how to activate the corresponding roles of consumers? There are several main methods

1. Choose situations and media that activate your characters

For example, if you have developed a new healthy salad, where is the best place to promote it ?

Think about it, 3, 2, 1

Of course it’s the gym. Not only are there crowds of people there, but the identity of “fitness people” is also activated.

If I sell beef hotpot, where is the best place to sell it?

Think about it, 3, 2, 1

The answer is a food map. Because people who like this show are generally activated into a state called foodie.

This is also why many public accounts in vertical fields, although they may not have much traffic , have very strong ability to "sell goods". Because people who look at their accounts generally have a certain role activated.

For example, if we plan to sell a pair of knives, then choosing Wen Yi Private Kitchen is 10 times more appropriate than choosing Mi Meng , because people who follow Wen Yi are first of all food lovers. The moment they open Wen Yi’s official account, the “foodie” status is activated; but Mi Meng does not have this function - although in terms of traffic, Mi Meng will have more.

2. Activate the persona with the right content

Ctrip made an H5 that year, which roughly means

You traveled this year and visited many cities, including Lhasa, Dali, Tokyo, Bangkok, etc. You had a great time.

When you are traveling outside, you may ignore that your parents have been silently watching you and worrying about you through their circle of friends .

In fact, my parents also had the dream of traveling around the world when they were young. After all, who doesn’t like traveling?

Use the method of comparison to make consumers feel "guilty". You have gone around the world, but your parents have not moved.

We always say we want to take our parents on a trip, but sometimes they say no just because they are a little concerned (they worry about spending too much money).

When seeing this, consumers already feel like they are no longer human, because the role of “unfilial son” has been activated.

Then Ctrip provides you with props: while your parents are still able to walk, take them to see the world.

Did you know? In fact, traveling can also be super cheap. You can take them on a worry-free trip with the price of a piece of clothing.

Click on the link and make a promise to your parents: take them on a trip in 2015.

There is a jump at the end, a promotional page, buy two tickets get one free.

You immediately feel that it is a good deal: spending more than a thousand yuan to buy a "filial son" is worth it! (Yes, three free plane tickets are also included) Then you place the order.

In fact, we can understand this case by reviewing it. Ctrip first launched an activity: buy two air tickets and get one free. If it is just promoted like this, it will just be an ordinary discount promotion, which will hardly attract attention and will only attract people who are looking to "get a bargain".

So they packaged the product and asked you to take your parents on a trip to show your filial piety. So if you buy plane tickets for your parents, your tickets will be free.

Next, we need to activate the role of consumers as "filial sons", so let's first make an insight: young people generally go out to play more, while parents at home go out to play less. Then just use the method of contrast and the exaggeration of the copy to increase the filial son's guilt.

3. Use role conflict to activate roles

We can see from the previous case that the target object will face role conflict. For example, there is an ancient saying that "you cannot have both loyalty and filial piety" - if you want to be a filial son at home, you cannot go to the battlefield to kill enemies and serve your country, and vice versa; Carlos Roa, the goalkeeper of the Argentina national team at that time, was a devout Christian. According to the guidance of the Seventh-day Adventist Church, he had to observe the Sabbath every Saturday - which meant he could not be a goalkeeper on Saturdays. The identities of a believer and a professional player conflicted, so he retired...

When role conflict occurs, it often means huge marketing opportunities - because there will be a sense of guilt and compensation. For example, the toilet that costs more than 30,000 yuan mentioned by Luo Pangzi earlier may be more suitable for the boss who "is busy with work and social activities all day, and neglects his family and the company of his parents."

4. Activate the role with your ideal self

I believe everyone has had this experience (even if you haven’t experienced it, you’ve heard of it). Some girls will buy clothes one size smaller - this is because marketers have activated their ideal self - a thinner version of themselves. They feel that they “can definitely lose weight” and they will be a goddess if they wear this clothes... Then after they buy it back, they will never wear it because they have never lost weight.

The positive application of the ideal self is the Pygmalion effect - Rockefeller, Jack Welch, Konosuke Matsushita and other great people are all practitioners of this effect.

Okay, now that we understand how to "activate" the role of consumers, let's talk about a few points of knowledge that need to be paid attention to.

1. Consumers can only activate one state at any time.

During the training, some kids argued with me and said that I received a call from my mother at the company, so was I playing the role of both employee and daughter? I said that you are playing the role of an employee in the company, but the moment you answer the phone you become a daughter, and you don't talk to your mother using the lines of a company employee; after hanging up the phone you change from a daughter to an employee again.

2. For the same product or service, the activated identities and evaluations are different.

For example, when you are single, you may think that flowers on Valentine's Day are "not worth that much money, and only idiots would buy them"; but when you plan to confess your love to your future girlfriend on Valentine's Day, you will voluntarily buy a bouquet of roses that are "not worth that much money at all." The reason is that roses, as an important prop, can help consumers complete their own character creation.

Moreover, sometimes even if the same identity is activated, the attitude chosen will be different under different "relationship frameworks" (I don't have enough time, so I'll talk about this later)

3. The most important point in this issue: the role played by consumers is constrained by society and is completed jointly by themselves and the people around them. In other words, the performance of each role is not just one's own business, but a pair of social relationships; when you complete each role, you have also completed the sum of your social relationships.

For example, the role of "filial son" mentioned above not only involves the relationship between you and your parents, but also your wife, children, parents-in-law, relatives and friends, neighbors, even classmates and colleagues, and the general public. They all have their own perceptions and expectations of you playing the role of "filial son". When you fulfill this role, you will be subject to so many comments and influences. It is really difficult to think about it...

To sum up, the important contents discussed in this issue

1. Each of us plays multiple roles every day - Role Theory and Multiple Selves

2. Marketers provide consumers with relevant costumes and props to help them fulfill their roles.

3. Make sure the corresponding roles are activated, and sales will follow naturally

• Choose situations and media that activate your characters
• Activate the persona with the right content
• Activating roles with role conflicts
• Activate your role with your ideal self

4. Points of knowledge that need attention

• Consumers can only activate one state at any time
• Different activation identities and different evaluations
• The role played is socially constrained and completed by oneself and the people around him.

The author of this article @老卒不公开课 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games