Brand Change Into Consumer "Housekeeper"

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Marketing Master Philip Kotler in his "

Increasingly cautious and concerned about the social responsibility of "environmental protection" and "health" in the image of enterprises at home and abroad shows that Kotler may once again mark the pulse of marketing development, but so far, there are few enterprises that truly realize the 3 Transformation of marketing.

However, from the macro level of social humanistic concern, we have found another trend which is similar to the 3 purport of marketing, but is more obvious because of its more foothold. Therefore, the marketing of enterprises is getting rid of the narrow direction of "sales related", and is committed to building a more solid and stable consumer relationship. It is pformed into a "Butler" of consumers through selling consumers' free services related to brand connotation and selling the "sellers" to consumers.

The development of technology has become the direct power of the trend of "brand steward": the development of communication technology has eliminated the sense of alienation which once existed between enterprises and users, made everything possible through frequent interaction; the prevalence of B2C made it easier for users to enjoy all kinds of services, and also to be more interested in convenience and worry free lifestyles; the explosive development of mobile technology made it possible for enterprises to provide services to consumers at any time and anywhere, such as a large number of brand App as the starting point of providing services.

Marketers no longer regard customers as merely consumers but independent individuals with independent thoughts. Today, consumers are increasingly dependent on various services. Nowadays, brands need to play their "housekeeping skills", from selling old products or lifestyle to assisting consumers in daily life.

According to the existing cases, we divide the responsibilities of housekeepers into six categories for enterprises to learn from.

Housekeeper's responsibility: share information and make consumers "insider".

The unequal flow of information between enterprises and consumers has always brought some mystery to the former, which is facing the WikiLeaks challenge brought by the Internet, especially social media.

The closeness of brand customer relationship requires companies to disclose some information that is still limited to internal communication to consumers, so as to establish trust relationship.

In describing the new trend of customer relationship, Glenn Urban, Harvard University, said: "this is an era without secrets, so the best strategy for enterprises is to be frank" - pparency is the prerequisite for establishing trust between enterprises and consumers.

In 2010, Volkswagen launched a "pparent" strategy in Dresden factory. On the one hand, the walls of the factory used pparent glass. Any visitor entering the factory could take a look at every production process of Volkswagen. On the other hand, consumers could freely choose various configurations according to their preferences to customize their own cars, and could witness the birth process of the new car.

Volkswagen's "pparent" production process triggered a lot of public concern last year, and became a hot topic for a while.

Pizza chain Domino also provides pizza tracking services to customers who are online or phone ordering. Before ordering from your pizza to the Domino store, you can learn the fulfillment of your order through this "pizza tracking" system without worrying about whether your order is missing.

Housekeeper responsibility two: save money for your customers.

Saving money here is not a way to reduce the amount of money that customers need to pay in the purchase process through discounts, coupons, because such a move is still a way for manufacturers to make profits instead of housekeeping services in order to promote sales choices.

Provide various services outside the customer purchase link to help them save money that they originally needed to pay.

In 2009, Jane Airlines launched the "Taxi2" service website, which aims to help customers find partners who can take taxis together on the way to the airport, thereby saving traffic and reducing carbon emissions.

On Taxi2, you only need to fill in your own flight and destination on the Taxi2 website, and the website will automatically find you to go to the same place at the same time, go to the same place, and also need a carpool companion.

After finding, the website will send your contact information to the other party, the customer chooses whether to carpool, and the female customer can also ask for the other sex.

Coincidentally, IKEA also launched the Ikea Covoiturage website in France, so that consumers who buy furniture from their stores can assemble a car to pport the purchased furniture home, thereby saving the cost of shopping.

In addition, Gap's customer loyalty program Sprize is also a good example of saving money for customers.

Considering that many customers have just bought clothes when they have just bought, the manufacturer will reduce the price. This kind of helpless situation often makes many customers hesitate to hand.

In order to give back to those loyal customers, for their remaining money, Gap launched a customer loyalty program Sprize, that is, as long as the Gap has any price cut within 45 days after the customer buys the product, the store will return the price difference to the customer's Sprize card, and within a year, it can use the amount of the card to store in the store.

Housekeeper responsibility three: help customers communicate with each other and establish contacts.

When communication becomes the theme of the world, more and more brands begin to build online communities for their customers, help customers establish connections with each other, and share and exchange information around specific topics, such as cosmetics brands, which can build up communities for customers to share beauty and make-up knowledge. While providing customers with platforms, brands can also accumulate various opinions and opinions of consumers on cosmetic brands.

Virgin Atlantic launched its social networking site vtravelled in 2009. This online community helps travelers around the world to share knowledge, knowledge and pictures of all kinds of tourism. They can publish the latest news from different tourist destinations in the world.

The social networking site was shut down this year, and the responsible person said that virgin will launch an upgraded version.

Another well-known consumer community is the Nike+ runner community launched by Nike in 2006. Now it has become the largest online platform in the world with about 3000000 runners from all over the world.

Nike has launched Nike+iPod, Nike+iPhone and Nike+Sportsband projects. Runners can learn their time, distance and calorie consumption by connecting various electronic products with wireless shoes, and upload these data to Nike+ community to share and compete with their runners.

The connection with iPhone devices allows consumers to connect directly to the Nike+ community through mobile phone applications.

Housekeeper responsibility four: help customers acquire the skills and knowledge they want.

Skills, knowledge and courtesy have become a new symbol of social status, so helping consumers acquire some skills and ideas can naturally win their favor.

Generally speaking, the type of skill knowledge is related to the nature of the brand, which helps the brand to establish authority with these courses.

The American coffee chain Intelligentsia Coffee is also a coffee shop. Compared with Starbucks's consistently fashionable and high-profile brand publicity, Intelligentsia's behavior is more low-key.

Since September 2009, coffee has been providing professional guidance and instruction for customers who want coffee knowledge in its specialized coffee training laboratory.

Customers can come to the lab every week, listen to professional experts' knowledge about coffee making and tasting in a family atmosphere, and understand the historical story behind coffee.

In 2009, vodka brand Smirnoff also organized a series of modern gentleman courses, from classic cocktail to self image design, giving lectures to gentlemen's skills and culture, such as specially invited world top bartender Tristan Stephenson to introduce how to tune out the best vodka, providing customers with a series of customized courses on exterior design and skin care.

Kaf's popular mobile app, iFood, provides customers with a variety of recipes for how to make food.

We subconsciously think that a brand that knows all kinds of classic recipes can't taste any food.

Housekeeper responsibility four: helping customers build healthy habits

When consumers are becoming more and more enthusiastic about healthy habits, those brands that are healthy are blessed. At the same time, we also see many brands that do not focus on consumer health, and gradually change their brand connotation.

To help customers build a healthy lifestyle, to supervise and guide them to improve their lifestyles, has become the fourth category of responsibilities for brand managers.

A typical example is the Nike+ series mentioned earlier. By introducing the matching of shoes and various electronic devices such as iPod and iPhone, Nike helps consumers record all kinds of data of their running, and can store data in their running database, so that runners can record daily exercise effects and make better plans for their own exercise. At the same time, they can cooperate with the function of music to improve the exercise experience of runners and help them better carry out their exercises.

Also a sports brand, Adidas first launched the Runbase concept store in Japan, providing various facilities for runners to facilitate their physical activities in their spare time.

The concept store is located in a thriving business center with 248 lockers and 16 showers. Consumers can go to work before work or after work and wear Adidas's new running equipment in the shop to take exercise.

In addition, the shop assistants are trained professionally to help fitness workers choose the sports products that are most suitable for them.

Adidas provides these services to provide convenience for consumers, and at the same time, the store is used as a testing base for new products. The latest running series can first come to this store to observe the feedback effect of people's trial. At the same time, consumers can try it on in the store before buying these products.

Housekeeper responsibility six: helping customers practice environmental protection

"Low carbon" has no longer stopped at the United Nations or the government's paper call, but has begun to accumulate as a guiding philosophy for many consumers. On the one hand, they urge enterprises to practice the "low carbon" standard, and on the other hand, they also want to realize their "low carbon" lifestyle.

HP's "earth partner recycling plan" can be said to be a classic case in this category. HP first launched this plan for business customers in the Asia Pacific region, and has now launched this free service in more than 50 countries and regions.

Whether it is discarded computer hardware or ink cartridge, customers only need to enter the official website of HP, choose the products that need to be processed circulate, and will soon receive the recycle bin sent by HP. After the customer filled the recycling bin with the waste, he told HP that someone would come to collect the waste bins and send them to the recycling system of HP to carry out regeneration treatment, so as to reduce the white pollution to the environment.

In March 2009, Portuguese energy company Galp Energia launched the Galpshare network platform. People across the country can set up a file on the above, marking out your daily route to find people who can carpool together, reduce carbon emissions, and you can also write your favorite music types to find partners who can make carpool trips more enjoyable.

Housekeeper's duty seven: make customer's life more convenient

In the daily life of consumers, it has been able to see the shapes of various brands very frequently and try to provide consumers with brand related services or tools to solve some trouble in life.

3M is a company that produces privacy protection films. The target customers are people who carry their computers anywhere. They are often reluctant to be seen by passers-by. The 3M film can limit the viewing angle of the screen, which can reduce the possibility of pedestrians' peeping.

Focusing on the privacy protection brand, 3M has provided a special service at the airport, "airport privacy paradise".

A company survey found that its main customers often stay at the airport, and their biggest wish is often to find a quiet place to work without interruption. On the one hand, the "airport privacy paradise" on the one hand is that 3M has built a semi partied lounge at the three airports with the strongest customer response. There are chairs and power outlets. Passengers can safely open the computer without worrying about privacy. On the other hand, 3M provides visitors with a location function for the lounge. They can use mobile phones to log on to 3M website and find a quiet rest place in the big airport.

The United States is crowded with people. People mail to parcels and need to drive to the post office. In order to save customers from this trouble, the US Post Office launched the Virtual Box Simulator - the virtual express box size measurement service. The customer only needs to put the logo of the US post office at the home to aim at the camera. There will be a virtual express box on the screen. Consumers only need to send the parcel to the camera and adjust the size of the box in the virtual image to determine how large the express box they need to buy, so that they can buy the express box online and send the parcel to the post box online, then send the parcel directly to the post office, then send the parcel directly to the post office without sending a special drive to the post office.

What we need to understand is that brand stewardship is about strategy rather than skill. Therefore, it is necessary to establish a complete and unified service package plan based on brand connotation.

Answer clearly, "what am I?

What are the benefits?

What is the theme, convenience, health or something else? "

Only after these problems can we start the brand house service project.

In addition, brands need to pay attention to three points:

First, all kinds of service support directly promoting the paction between enterprises and customers are not the category of brand managers, but only sales support.

Secondly, brand butler service is not the same as core products and services. It is just supportive service, but its quality is directly related to the brand image as well as core products and services. Even if it is free, it should strive to be perfect.

Finally, brand butler service is a real strategy. Brand relevance is not a gimmick to attract eyeballs.