12 strategies for product marketing promotion, do you know how to use them?

Only when doing business with you becomes the customer's only option can the success of the transaction be guaranteed.

According to Maslow's theory of needs, human needs are divided into: physiological, safety, social, self-esteem, and self-actualization. When many people talk about marketing, they will mention three words: demand points .

Does meeting these needs mean 100% transaction volume? Of course not all of them.

From a marketing perspective, if we summarize the strategies according to the highest frequency, there are as many as more than ten types, including emotional marketing, word-of-mouth marketing, intimidation marketing, experiential marketing, embedded marketing, event marketing, hunger marketing, analogy marketing, membership marketing, pain point marketing, integrated marketing, etc. Every product marketing promotion will use 2 to 3 strategies to achieve the ultimate goal of closing a deal.

Emotional Marketing

Case: A foreign travel agency has an unwritten rule: the tour guide gives three hugs to tourists every day and calls them "dear".

Comment: Hugs can simply and directly express the truest love between people. Three hugs a day can eliminate the sense of strangeness between tour guides and tourists, become friends with customers, and is also the key to repeat purchases.

Word of mouth marketing

Case: In order to promote blueberry cheesecake, a cake shop planned a "DIY free cake" activity: providing 3 opportunities to DIY free cake every day to children who have birthdays on that day.

Comment: Children will show off their unique birthday gifts to other children, which will naturally promote the cake. The key to word-of-mouth marketing lies in the interaction between people, so as to achieve the effect of word-of-mouth communication. The travel agency example in the previous paragraph also uses this strategy.

Scare marketing

Case: The Putian-affiliated hospitals’ marketing strategy of “If you don’t treat it, it will turn into cancer!” capitalizes on patients’ fear of death.

Comment: Seize the consumers' fear and play the safety and health card. However, we should also understand that excessive abuse of scare marketing, exaggeration of facts or falsification of facts, while leading to a surge in product sales, may also backfire. The complete collapse of the Putian Empire is a good example.

Experience Marketing

Case: Pour boiling water from a one-meter-long spout to make tea! This is a way of brewing tea with a long-spouted teapot introduced by a high-end teahouse in Chengdu to attract customers.

Comment: The tea-making method is combined with superb tea art performance. This is not a teahouse but a theater. What is consumed is not tea but a pleasant mood. Our goal is to increase the "experience" of the product and maximize profits.

Product placement

Case: Xiangpiaopiao Milk Tea implanted its brand into the elevator scene of Ode to Joy, and posters of spokesperson Wallace Chung appeared repeatedly in multiple plots.

Comment: The brand is harmoniously integrated into the scenes of movies and TV series, achieving the effect of publicity and promotion.

Event Marketing

Case: The "Eighty-year-old Man Taking Dreamy Wedding Photos" planned by Jinliufu Wine Industry moved the whole nation and was liked and reposted by Li Bingbing.

Comment: Event marketing is to create news and spread news to achieve advertising effects.

Hunger Marketing

Case: Snickers has launched a new “hunger algorithm” that analyzes netizens’ emotions in real time and adjusts prices in real time, with the number of adjustments being as many as 140 times a day!

Comment: The real-time fluctuation of Snickers' prices creates an illusion for the public that "it's time to get a bargain", thereby stimulating consumption and earning higher profits.

Analogy Marketing

Case: Pan Changjiang has a line in a skit: "Don't look at me because I'm short. Many great figures in history are not tall. Look at Hitler, Napoleon, Pan Changjiang..."

Comment: Pan Changjiang puts himself together with great people and gets laughs. He attaches himself to big-name brands, borrows their names and momentum, and cleverly takes advantage of the situation to gain his own fame.

Affiliate Marketing

Let customers apply for membership cards and bind them to their accounts, and then encourage subsequent consumption through a series of preferential policies. I won’t give detailed examples here.

Pain Point Marketing

Case: The promotional slogan of a real estate project: "Lovers will eventually become house slaves, and people who own houses will eventually become couples."

Comment: The subtext of this advertisement is to quickly save money to buy a house, otherwise you will end up breaking up. This captures the pain points of some audiences. Make consumers feel the pain of not buying your products and services.

Integrated Marketing

Case: The cross-border integration of Zhao Wei and Jack Ma brought the entertainment industry and Alibaba together, achieving a win-win situation for both parties.

Comment: Based on the needs of more target consumers, more profits are created through the integration of resources. Of course, it also includes combining multiple marketing strategies for overall marketing. Integrated marketing is applicable at all times.

Case: Jack Ma launched a new VR shopping method, BUY+, which uses computer image systems and auxiliary sensors to generate an interactive three-dimensional shopping environment, where customers can shop freely in shopping malls around the world.

Comment: Brand-new shopping methods such as Buy+ reflect how technological innovation guides creativity. In fact, innovation is the key to marketing. Adjusting marketing strategies according to timely market demand is a strategy that is applicable at all times.

After reading the marketing strategies analyzed in these 12 cases, it is not difficult to find that in fact each promotion uses more than one strategy, or even multiple strategies, or to be more precise, a combination of marketing strategies. If we find out the customer's needs and carry out precise combination marketing based on the actual market situation, we will increase the product's transaction rate.

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Author: Jianshu

Source: Jianshu