Moving Marketing Or Becoming A Brand Shoe Enterprise To Save Straw

Nowadays, we have traveled all over the big cities, streets and alleys, all over the world.

In this case, if you are a shoe terminal operator, facing the weak promotional effect, is it to blame consumers for "weird demand" or complain that the company's products are not competitive? They are accusing others.

First of all, we might as well share a story:

In a famine City, a family with a sincere and kind-hearted Baker gathered together the poorest dozens of children in the city, then took out a basket containing bread and said to them, "you have one bread in this basket."

You can come to get a loaf of bread every day before God brings good things. "

In a moment, the hungry children came up like a swarm of birds. They crowded around the basket and shouted, everyone wanted to get the biggest bread.

When each of them got the bread, no one even said thank you to the good baker and left.

There was only one little girl named EVA, who did not quarrel with everyone and did not compete with others, but only stood humility. After all the other children had got it, she picked up the smallest bread left in the basket.

Instead of rushing to leave, she thanked the baker and kissed the baker's hand before heading home.

Every day, repeated...

One day after a month, the baker still put the bread basket in front of the children. The other children were still as mad as before. Shy and poor EVA got only half the bread that was half a day earlier.

When she came home, her mother cut the bread, and many new, shining silver coins fell out.

The mother cried out in surprise. "Send the money back immediately. It must be rubbed in when you knead it."

Hurry up, EVA, hurry up! "When EVA told her mother's words to the baker, the Baker said," no, my child, it's not wrong. "

I put the silver in the bread, I was moved by your behavior, I want to reward you.

May you always maintain such a calm and thankful heart now.

Go home and tell mom that the money is yours.

She ran home excitedly and told her exciting news, which was the reward of her gratitude.

Perhaps through this story, we can understand a little marketing inspiration.

The bread in the story is just like the commodity. "Grabbing bread" is like a promotion war. "Thanks to the other bakers" is moving marketing. In the story, EVA, she does not compete with other rivals to grab bigger pieces of bread. Instead, she changes the way, soft wins, knows gratitude, and touches the baker, so she gets the most in return.

However, in the current shoe terminal, a lot of abnormal phenomena have become a common occurrence.

When we go shopping and enter monopoly, we act as customer roles, which will bring direct benefits to them. But when we enter the store, we seldom get the "guest" treatment. It is often not to see the dull face of a salesperson, or to hear a blank expression. Even when we are unable to satisfy our actual needs, the shop assistant has to send a complaint and complaint on the back.

Why do businesses that do not know how to be grateful for their direct interests? Why do they lock those consumers with diverse needs for a long time? Therefore, when consumers are unable to choose brands from the perspective of rational factors, businesses should start from the perceptual factors and step into the "moving marketing" road.

Moving marketing, as the name implies, is a marketing way that moves the core and makes various moves to customers, thereby enhancing customer loyalty and improving sales force.

This article explores the "moving marketing" through the following four strategies to provide a reference for the shoe terminal operators.

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Consumer rights card

The scorecard and VIP card have become meaningless under the long suffering of the promotion war.

The shoe terminal can launch the "consumer interest card" or "thanksgiving service card", which really brings the interests and unexpected services that they need for consumption from the perspective of consumers' rights and interests, and believes that it will achieve the effect of "small cost and big return".

Businesses pay extra services. Consumers bring us more repeated purchases and better word-of-mouth, which are far more valuable than the cost paid by businesses.

Two, affinity communication

Affinity can give people a psychological pleasure, and make people easy to get close to and generate goodwill.

The affinity is mainly reflected in three aspects: whether the content of the language is from the heart, and really serves the customers from the perspective of the customers; whether the tone of voice, whether it gives people a warm warmth, and whether the expression of speaking is easy to draw close distance.

These all determine the affinity index. In a sense, this is a potential spiritual service, giving pleasure to people, and directly affecting the turnover rate of buying behavior.

Affinity service will be a wonderful flower in the "cold store" environment. In the near future, it will affect the pformation of terminal management mode.

Three, non mainstream services

Non mainstream, a red net nouns, the biggest feature is not to play cards.

The "non mainstream services" referred to here are extra services other than the "three package scope of the state" to express gratitude to customers and surprise them, so as to win customers' goodwill and recognition.

The operator can set up a more relaxed after-sales service than the national three package policy, mostly for the sake of customers' interests.

If you can pass a Thanksgiving paper towel for a sweaty customer in the shop, you can have a cup of hot tea for the customers in cold winter. You can send a humorous short message jokes to the customers every week in high pressure life, and set up leisure customers in the leisure area.

We do not have to set up a rigid service system, but we need to create a sincere attitude of service and gratitude through the system.

In short, we must try our best to give our customers the most sincere gratitude and make unexpected moves to deepen their feelings with customers and win the sales promotion.

Four. Thank you after shopping.

It has been investigated that people will have a psychological location for their products and businesses within a week after shopping.

If he receives thanks or gratitude from the businessman during this time, he will be moved and impressed, and will probably turn into a loyal customer.

If you buy undesirable goods, and businesses do not have any indication in a week, then he will be greatly dissatisfied with the merchant and the goods, and will probably not patronize the brand or store again.

Therefore, "thank you after shopping" will be a top priority in maintaining customer relationship.

A dedicated shop owner can fix every Monday to customers who bought last week's clockwork thanks to a pure thank you message, not to adulterate other advertising content, or to make a phone call to return, to listen to customers' opinions, to solve or explain the problematic customers, so as to win their recognition and get twice the result with half the effort.

Nowadays, the competition in the shoe market tends to be more and more popular. Moving marketing can break the routine and make unexpected behaviors and services to customers, so as to achieve the marketing breakthrough of the shoe terminal.