Marketing is a psychological war, not a product war!

Which is better, Coca-Cola or Pepsi? This may be a question of personal opinion, or it may be a matter of different tastes or brand preferences for each person. For most people, this question is difficult to answer. So, what if it is "Diao Pai Cola" or "Laoganma Cola"? Compared with "Coca-Cola" and "Pepsi", which one tastes better? You might frown and ask: Can I drink this Coke? Coke that tastes like laundry detergent? Chili sauce flavored cola? How do you drink this? Isn’t that interesting? You haven't even tried it, how do you know that "Diao Pai Cola" or "Lao Gan Ma Cola" doesn't taste good? How can you be sure that if Diao Pai produces cola, it will taste like laundry detergent? If Lao Gan Ma were to produce cola, would it taste like chili sauce? Even if you could make this bottle of Coke really delicious, most consumers would not think it would taste good based on their intuition. Marketing is a psychological war, not a product war Many times, having a good product does not mean it will sell. Consumers must "feel" that your product is good before they are likely to pay for it. What all marketers strive for is the word "feeling" that their brand instills in the minds of consumers. You may think that as long as my product has "hard power", it can definitely gain a foothold through word of mouth. A good product is of course the basic skill. No matter how powerful the marketer is, he cannot endorse a truly bad product. A bad product can only gain initial attention with the help of a powerful marketing plan. Afterwards, the strong attention will become the result of reverse marketing, and the more attention it gets, the worse it gets. But many times, the market is not a showdown of hard power. In today's market, products are seriously homogenized. Although there are indeed cases where brands can survive solely on word of mouth, unfortunately, there are very few such brands. Many times, your product doesn’t even have the chance to be tried, and before enough people have formed a word-of-mouth effect, the brand has already disappeared from the public eye. Some people also think that as long as enough people know my brand, everything is enough. But, in fact, it is still not enough: fame is not everything. Make the brand disappear from the consumer’s sight When an old brand only says: Back then (or when we were kids) we all grew up eating (or using) xxx, it means that this brand will soon be gone. If the brand had not disappeared from public view, there would not have been such drama as “Remember the past”. You have to know that this is an era of information explosion. Consumers have to receive different information from all directions every day. Just relying on the old high visibility does not mean that you can always survive in the hearts of consumers. Talented people emerge in every generation. Any brand that loses the attention of young people means it has lost its future. Consumers may really know your brand, but the reality is that you have lost your position as a preferred choice. No one mentions you actively, it's hard to see you anywhere, and it's only a matter of time before you are forgotten. Why are those old brands forgotten? Old brands are forgotten more because they fail to keep up with consumers. For example, while consumers only stare at their phones every day, you are still obsessed with the kingdom you built with TV advertising; while people are already shopping online, you only know how to fight for good street stores or negotiate for prime display locations in supermarkets, and it seems that e-commerce has nothing to do with you in this life. Everyone is using mobile payment, but your store still insists on only accepting cash or credit cards. If you are an ordinary consumer, you can be as willful as you want. However, if you are responsible for the life and death of a brand, your willfulness will be meaningless. They are well versed in their profession, but indifferent to consumer changes. Just because someone only knows how to study professional knowledge in his or her own field does not mean that he or she can survive well. What you should spend the most time watching is the footsteps of consumers. The transformation from lifestyle to communication model has been followed step by step without missing a single step. If you don’t want to disappear from the consumer’s sight, you need to have a distinct brand personality in addition to popularity. When consumers think of you, a clear description of your brand will immediately come to mind, and you will be able to gain a position in their minds. If consumers either can't remember your brand or have a vague impression of it when it's mentioned, you're almost certainly on the verge of being forgotten. The personality of a brand is formed over the years. Everything you do will affect the experience your brand creates in the minds of consumers, from naming, font design, packaging (or store) design, advertising, spokespersons, copywriting , graphic information content, and even the appearance of the store clerks...all of these are shaping the consumer's judgment of the brand's personality and how much he likes the brand. More often than not, the formation of brand personality is the result of consumers’ emotional judgment rather than purely rational functional thinking. Ultimately, this is still a psychological battle. Previously, we conducted a blind test for a skin care product client. We found skin care products from four markets with different price ranges, ranging from 600 yuan to 80 yuan. One was a European and American brand, one was a Japanese brand, and two were supermarket brands (including customer products). We put them in four containers marked with S/Q/P/N, without telling them which brand was in which container. We asked 100 consumers to take them home and use them. After one month, we compared the results of their use. The results are out: the most expensive European and American brands are at the bottom of the list! All of us girls were excited at that time! They all shouted: I will never buy this brand again! I won't buy any products from this brand anymore! I won’t buy anything from cosmetics to skin care products to perfume! Not to mention I won’t buy this brand anymore, I will no longer buy any high-end and heavily advertised brands in the future! It's simply deceiving the public. Do you think the matter is over? You must be a boy, a very rational boy. Unfortunately, not every girl has an indelible rational mind. This refusal to buy lasted no more than three months, and everyone gradually switched back to various high-end European and American brands, including the big brand that was tested at the time! All the male compatriots who assisted in the investigation couldn’t believe their eyes: Are you all crazy? Didn’t you swear that you wouldn’t buy it? Don’t the survey results prove that this brand is at the bottom of the list? Every girl hesitated and had her own reasons for explaining, such as: "This brand recently launched a new product with different ingredients, so the effect should be different", "I passed by that counter yesterday and it was having a sale", "The packaging of that supermarket brand is so ugly, I couldn't stand it"... The subtext of this group of female compatriots is actually very simple: their identity must echo these high-end brands, and it has nothing to do with any product functions or rational reasons.

Do you think they are superficial? wrong! Their behavior patterns are precisely the representation of the actual actions that the average person is subconsciously aware of: everyone is looking for brand products that match their identity. No matter how powerful a product’s functions are, it often cannot pass the “feeling threshold” in consumers’ minds and cannot gain the market share it deserves. When consumers "feel good" about your brand, it means that the brand has a place in their hearts. How to maintain the vitality of a brand? Only brands that have a status in the minds of consumers can gain an extension of their vitality. Simply put, every brand naturally has its own yardstick in the minds of consumers. The higher the position a brand occupies, the more attention it will receive and the higher the possibility of being purchased. At the same time, the possibility of being extended to other commodities is also higher. Of course, consumers also have brands and categories that they are unfamiliar with and unsure of, such as: seven-hole pillows, latex pillows, memory pillows, down pillows, lavender pillows... Which one is the best? At this time, searching online is of course the best solution, but most consumers will not do so, but rely on their own intuition. He is not quite sure what functions a latex pillow has, but if he "feels" that a latex pillow seems to be a high-tech product and the price is reasonable, he will still buy it. If you think that consumers will only buy products based on their feelings if the price is not high, then you are wrong! Even when buying a luxury car, many people will still care about the brand of the car first. When buying a house, they will still care whether the real estate developer feels reliable... For high-priced goods, they will spend time collecting more information, yes, but the "feeling threshold" in their hearts will never disappear. I was responsible for the promotion of an international brand of facial cleanser for many years. The same product had completely different market shares in different regions around the world. There are many factors that influence the success of a brand, such as pricing, display, channels, promotional models, competitive environment... The key to the final victory is actually the brand experience created by all the above-mentioned brand behaviors and the brand impression formed in the minds of consumers.

If they feel that you are a trustworthy brand, everything they do will be twice as effective with half the effort. On the contrary, if you cannot occupy a favorable position in the minds of consumers, no matter how hard you promote it, it will be in vain. Keeping up with the pace of consumer changes and crossing the emotional threshold in consumers' minds is the key to brand success.

<<: The trend of Douyin e-commerce bringing goods to monetize!

>>: Useful information sharing | 3 tips to crack the "metaphysics" of short video material explosion

Marketing is a psychological war, not a product war!

6 tips for community operation!

Why do we say “third-rate plays with products, second-rate plays with traffic, and first-rate plays with users”!

Changsha tea tasting takeaway arrangement, tea service contact information, very reliable

How should operations be performed in the three stages of APP development?

Do you know Xiaohongshu's operation and promotion strategy?

Xiaohongshu marketing promotion, 13 tips for hot-selling notes!

High-level operations? Maybe these five tips will help you

Why does the promotional copy of the same brand have such a different effect when it is released in a different city?

How much does it cost to promote a short video on Douyin? How much does it cost to promote a short video on Douyin!

Promotion skills and operation procedures after the App is launched!

Recommend

Build offline event promotion skills from 0-1!

To 2019: Future survival rules for public accounts

Private domain fission growth logic

4 modules, a brief analysis of "New User"

Can't you learn Durex? Because you don't understand these 6 marketing ideas...

Product Operation Methodology

Advertising with high conversion rates all have these characteristics!

Baidu PPC position click-through rate

Lin Yongjian iOS development advanced, starting from engineering to improve iOS development efficiency

To promote Internet finance products, how to plan and develop H5 mini-games?

Taking Xigua Video as an example, how do short video platforms monetize?

Guiyang SEO Training: How can SEO novices avoid optimization mistakes?

How to tap into iOS channels for app promotion

2021 Information Feed Advertising Trends: Video Materials

What keeps users in your product?