Selling Point Marketing: Moving Customers At A Crucial Moment

Today, in the face of the extremely rich market, many dazzling brands have greatly expanded the choice of consumers when buying goods. For many businesses, a campaign to attract consumers' attention is always in the process of intense competition.

Once upon a time, a TV advertisement could make the brand win the sales champion era. According to a survey by AC Nielsen, the role of TV advertisements is more to enhance consumers' memory of products. Other media such as newspapers, outdoor advertisements and information on the Internet may further increase consumers' understanding of products, and the most important impact on consumers' impulse to purchase commercial products is selling sale at retail terminal locations.

According to the American Marketing Association Marketing Professional dictionaries, point marketing refers to marketing in retail terminal stores through store design, commodity advertising, visual display, or store promotion.

Selling point marketing means that retailers and brands can use various forms, such as: Sign To store interior decoration, merchandise display, lighting effects, POP posters and digital billboards and other elements to build a store environment, to convey to consumers a unique shopping experience, so that shoppers can feel your products in many products and brands, and then induce their desire to buy and affect their purchase decisions.

Seize two critical moments

Eight years ago, A.G.Lafley, global president of Procter & Gamble, put forward the concept of "first and second critical moments". To put it simply, the first critical moment is when shoppers choose Procter and gamble products in the store, and the second moment is the moment when consumers use products in their families.

How to impress consumers at the first critical moment is a headache for manufacturers and retailers. In a speech, Wittemen, a famous point marketing expert, said: "it's amazing that businesses spend so much money on building brand recognition outside the mall rather than in shopping malls. All these great advertising about brand recognition have been forgotten after consumers enter the mall.

There may be many reasons for this problem, but some of them need special attention.

First of all, we should abandon the traditional thinking mode to think about brand recognition, because when consumers are shopping, they no longer think through these traditional thinking modes. Probably 20 years ago, consumers would be thinking about "Tide" (washing powder) to make their clothes wash even more white, because this is the advertisements they saw on TV. But nowadays, we all know that consumers seldom watch TV advertisements, so they will not consider the brand and their benefits too much. On the contrary, consumers only consider from their own perspective how their problems and buying experiences can better cater for their needs. They are driven by their urgent time, lifestyle and product prices. At the same time, they are inspired by demands such as health, quality and convenience.

Most shopping experience shows that we need to create some special events or create a drama effect to stimulate consumers to buy. For most brands, this seems to be an outrageous request. Obviously, coupons and promotions are much simpler. The good news is that consumers do not necessarily need dramatic drama. Usually, they will find relevant solutions to cater for their immediate needs.

These ones here programme It may be much simpler than you think. He can be very simple, such as changing the formula and packaging of a product. The classic case of packaging products - AllSmall&Mighty decontamination agent - improves their customer experience through a creative product packaging idea. AllSmall&Mighty is an efficient laundry detergent. Its packaging is much smaller than traditional detergent. How did this product attract consumers?

This is partly due to the fact that the product is not as heavy as traditional detergent.

It can take up less storage space, and you don't need to buy it regularly. Because you use this product very little and at the same time, it is much smaller, so it is more environmentally friendly. It is a perfect product for the elderly or the family with the peak period. As a newly arrived consumer told me, "in the past, we always felt that there was a better home. Now, of course, the smaller the better. Most importantly, Small&Mighty combines people's shopping in shopping malls. 20 years ago, people used to shop in the shopping mall to reach the perishable product area. Quite the contrary now. Now, the supermarket almost pushes you to start shopping around the mall, which is the center of the shopping mall. This means that you are buying eggs, agricultural products and fresh baked goods before going to the detergent counter. You take a lot of cleaning products and then you have to stop and consider how to put it on the shopping cart without touching bad bananas and muffins. It sounds like a small detail, but it's not the same for those who don't want to buy a banana.

On the other hand, many people recommended this product to their friends. Obviously, these friends will not talk about the TV commercials for their products, but talk about the brand because of their own consumption experience. There is no doubt that grasping two key moments to impress consumers and facilitate sales is a must for businessmen.

Moving customers in experience

As the marketing tools or tools used in selling point marketing can improve the shopping experience and improve the overall experience of a brand or product, it is closely related to experiential marketing.

The selling point is embodied in the feeling of service in the transaction process, so the selling point is related to the practice of configuring and applying resources in the sales site: how to make the consumer feel psychological balance or feel respected. There are two types of products consumers choose: one is highly involved, the other is low involvement. High involvement involves repeatedly comparing many products and collecting a lot of information before deciding to buy, for example, buying a house or a car, but the latter, such as buying shampoo, will make a quick decision. However, any kind of transaction is a handover transaction, which is the transaction of hand in hand delivery. The premise is that there must be interpersonal action to help complete the exchange, and the service feeling will be formed in these exchanges.

The management of selling points is related to the on-site action flow of consumers. There is a track for consumers to move around the store. He will stay at different locations. The place where he will stay is the place where he will have contact with the service staff. The service will happen during the contact. It is not that the service that consumers take in contact with is not welcome. However, if people fail to find contact when they are seeking contact, they will also feel alienated. The sense of distance in staffing of service places is of great value.

In the process of browsing the goods, if the service staff constantly ask what to buy, consumers will be disgusted. If we are organizing the scene resource chain, we must go to the scene, follow the shopping or observe the consumers, see when a person will see things, when he will ask questions, find his shopping nodes through the study of his shopping process, and set up an appropriate service mechanism for the manufacturers at the festival points. 同時，在每個節(jié)點上人們所需要的東西是不一樣的：人們在剛進去的時候需要的是信息的廣度，所以很多POP或者其他的終端信息可以給消費者很大的幫助，在美國的很多大商場在進門處就有專門資料介紹本銷售周期的便宜貨;不少產(chǎn)品消費者在購買前還會需要咨詢，在咨詢的時候用服務人員的態(tài)度反應方式來判斷產(chǎn)品的質(zhì)量——如果服務人員有些遲疑，消費者就感覺這產(chǎn)品質(zhì)量可能不穩(wěn)定，如果服務人員說不清，消費者就認為這產(chǎn)品不可靠——我們現(xiàn)在很多產(chǎn)品注重了設(shè)計的技術(shù)化，不注重產(chǎn)品說明的通俗化，工程技術(shù)人員對銷售人員就講不清楚，銷售人員對消費者就更說不清楚，說明書也只是一些消費者不愿看的技術(shù)術(shù)語手冊——看看國外那些漫畫型的產(chǎn)品說明書，這樣的做法表明我們試圖讓專業(yè)性不足的消費者明白有一定的專業(yè)性另外需要付出特別的努力;還有 Products need experience opportunities. The higher the technology content is, the more tests are needed. When MP3 wants to listen to the sound quality on the scene, the mobile phone wants to talk on the spot, people have the opportunity to experience, and consumers think what they experience is more real.