The Magic Of "Dream Marketing"

With the rapid development of economy and the improvement of people's living standards, people's psychological needs are constantly improving. Consumers buy a product that no longer stays in the stage of pursuing product function only, but also hopes that these products can satisfy their wishes or dreams.

As Wolf Lenssen, a Danish futurist, said, human beings will enter a dream society characterized by their concern for dreams, adventure, spirit and emotional life. In the next 25 years, people will buy dreams, stories, legends, feelings and lifestyles.

Just as people buy shampoo is not simply to wash their hair, but rather from a beautiful dream -- a confident or healthy dream.

It is foreseeable that in the future, enterprises that can gain advantages in competition will be those that can pform products or services into a dream or desire of consumers.

Dream marketing means that products or services provided by enterprises can help consumers realize some dreams, or create new dreams to guide consumers' needs, so that products or services can compete in the market and win more purchase, reputation and satisfaction.

Therefore, dream marketing is not only a systematic marketing process running through product design to sales, but also a more effective marketing method in product sales stage.

Because when consumers buy any kind of goods, they actually buy a dream, which satisfies their needs in a certain way, so they are willing to pay currency equivalent or exchange.

[example: for housing, consumers buy a kind of "lifestyle" that they need, because anyway, the house itself is not particularly different, the difference is only the connotation of the house, so the theme of publicity is often focused on the vision of future life dreams and advance photo.

Because residential real estate depicts the future blueprint of life, the propaganda way is almost without exception: sophisticated publicity materials, beautiful TV advertisements, direct ads for people's hearts, outdoor advertisements aimed at maintaining long-term influence and enhancing corporate image.

Now, the construction site packaging of any residential project has become more and more expensive, and is pursuing a dreamlike effect. The sales office is magnificent, and all the sales ladies have affinity. The atmosphere of the sales office is more like a home, even the site enclosure is attracting consumers in the "dream making" principle.

At present, many developers are developing and selling residential products. During the product design stage, their developers and designers are deeply communicating with the suppliers. After a very thorough market investigation, the products are very humanized and satisfy the dream of the refined household products. In the sales stage, the developers provide a good home sample room for consumers' experience at the selling stage, and strongly encourage consumers to conduct comprehensive personal experience in the store, such as opening the drawer, opening the cupboard door, walking on the carpet, trying a bed and sofa, and looking at the landscape outside the window. This relaxed and comfortable shopping atmosphere satisfies the consumer's dream of enjoying the shopping freely.

If the creation of product concept is consistent with a certain dream of the consumer, it will also touch the heartstrings of consumers. For example, Southern China's "green house" gives you a "five star home". The concept of "sports is at home" in Olympic Garden has attracted a large number of consumers.

For enterprises, dream marketing provides a way of thinking about how to personalize and differentiate marketing, and whether it is integrated into the consumer's dream at the design stage, or appealing to dreams in the stage of product dissemination. Every enterprise must combine its industry and the actual situation.

In IT, automotive, home appliances, home, real estate and other industries, the whole process of dream marketing will make products more suitable for consumers' needs.

At present, the industrial design of products has also been mentioned in a more important position, and the principle of industrial design is the principle of dream product design, which gives higher value-added products and helps consumers realize the dream of pursuing a unique lifestyle and personal taste.

Example: TCL in order to seize the high-end market, the first thing to integrate jewelry and mobile phones in product design is to integrate 8999 jewellery series and 6898 diamond drill series to help consumers realize the dream of status and wealth. Consumers use TCL mobile phones, the dignity and dignity of status is self-evident. At one time, it has caused a sensation, so that TCL quickly set up a new image belonging to Chinese mobile phones, and laid the status of respecting the domestic brands.

At present, in some industries, such as daily necessities, fast moving consumer goods and so on, which are becoming increasingly competitive and product homogenization is serious, because the space available in the design stage is not large, the way consumers experience products is mainly not from the structure of their appearance and products, so they need to use the dream marketing rationally in the stage of product dissemination.

For example, the perfect figure and moving curve are the dream pursued by many women. The products and services of breast augmentation, breast enhancement and weight loss on the market have been skillfully utilized in the movies and TV programs, which have successfully reconstructed the stars with lingering, convex, tortuous and demon shape to appeal for this dream. The women who love beauty are flocking to it, such as "ting Mei" underwear, "big impression" weight loss tea and so on.

Consumers can graft their dreams by buying these products.

At present, the advertising of many products is rather vulgar and unattractive. The fundamental reason is that the core concept of marketing still stays in the stage of selling products. If advertising can be positioned on the consumers' dream, advertising fees will not be so wronged.

　　1.了解消費者的夢想心理

The driving force of dreams comes from pursuing high quality life, establishing personal image, symbolizing power, maintaining immortality, knowledge and pursuit of freedom, etc.

Enterprises should grasp more information about fashion changes, understand and study consumer culture, experience cultural pulsation in many ways, listen carefully to people's dreams and seek the power of consumers' dreams.

The product design and planning salesmen of the enterprise should contact with people in the art field and visit script src=>.