Interest Marketing, Attracting Customers To Facilitate Pactions

From the point of view of marketing practice, many definitions of marketing methods are focused on product differentiation, focusing on market positioning of products.

These methods are not bad. They can be used as front-end conditions in the entire marketing process. But in the Chinese market with small and medium-sized enterprises as the main body, the production technology level of enterprises is not high, and the phenomenon of product homogenization is universal. Objectively, many products are difficult to locate in differentiation, and the fierce competition of market terminals makes any product location not enough to directly stimulate sales, especially the internal quality and performance of products. There is no difference between the internal quality and performance of products. The embodiment of differentiation is merely a speculation of a concept, and the possibility of positioning influence on sales hardly exists.

Therefore, many marketing theories are only "high above" theory in terminal actual combat, and its implementation is also restricted by various aspects such as capital, execution and so on. Especially, capital problems make many enterprises unable to practise according to experts' theory. Because products have different advantages, enterprises need to inform consumers. This is what is often said, "it's not good to sell well". This process requires enterprises to pay a lot of money, such as expensive advertising fees.

If there was a board furniture enterprise, the quality of its products was really good. The imported equipment at the precise end could produce products with very tight edges. Because the naked eye could not see the glue line between the edges and the plates, the enterprise positioned the product as "glue free line integrated furniture", which distinguished the products from the market in a very good way. However, the limited funds of the enterprise could not make the necessary market promotion for the differences and advantages, and few consumers knew about it, so that the enterprise finally closed because of the poor product sales.

It can be seen that for the vast majority of enterprises, it is very difficult and has no practical significance to solve the terminal sales problem through product positioning.

The author does not deny the role of other experts and scholars in the marketing process, but advocates that the application of many theories has limitations. On the one hand, it only solves a certain stage of the marketing process, and on the other hand, it is restricted by funds that many enterprises can not afford to use.

So, in the terminal market, can many enterprises use the method? According to the author's many years of actual combat experience, whether the product positioning or terminal promotion, whether it is to attract customers' attention or facilitate terminal pactions,

Interest is a conscious tendency that people strive to know something and engage in a certain activity. It shows people's selective attitudes and positive emotional reactions to certain things, events and activities.

Interest is also based on needs, including spiritual needs and material needs.

Spiritual need is the desire to satisfy the needs of work, life and emotion, which is not the ultimate goal of material possession. The spiritual needs in the process of consumption are usually expressed in the respect and praise of the consumers, the recognition and praise of the consumers' words and deeds, the advocacy of some social public welfare actions based on the consumers' background.

Spiritual needs are diverse, different people have different needs, and even some deformed spiritual needs, such as the vanity of some consumers.

It has been said that somewhere a rich woman buys a puppy and sells a dog to a small dog with a price of 380 thousand yuan for a 80 thousand yuan concession. As a result, the rich woman is furious. "You look cheap, do you think I am like a person without money? 380 thousand, 380 thousand, I can afford it. I don't want any discount for you."

For example, when someone put 28 yuan and one piece of unsalable women's clothing on the price tag plus two 0 to 2800, they soon sold it.

Although these are difficult to verify their false and true rumors, but it reflects the diversity of consumers' spiritual needs, vanity is also one aspect of consumers' spiritual needs.

Material needs are easy to understand, that is, people have real need and desire for material.

Consumers are concerned about things based on their spiritual and material needs. Because the homogenization of similar products in the market distracts consumers' attention, can the marketing of the business attract the attention of consumers? Can it prompt the success of the paction? It depends on whether the marketing behavior of the business can stimulate consumers' interest.

Psychologists believe that "people's interests are characterized by tendentiousness, universality, persistence and effectiveness.

The inclination of interest is to interest in something.

This is different for everyone and shows individual differences.

Anything that is beneficial to human society is easy to arouse interest, and its tendency is noble. Whatever is harmful to human society is easy to arouse interest, and its tendency is inferior.

We should cultivate people's lofty interest tendency through education.

The wide range of interests, that is, the scope of interest.

Some people are interested in things, are interested in many things, and are willing to explore; others are interested in monotony and narrowness.

The extent of interest is closely related to the breadth of knowledge.

We should cultivate a wide range of interests, and at the same time we should combine the broad interests with the interests of the center, so that we can be both blogger and professional, and the persistence of interest, that is, the stability of interest.

People's interest in things can be constant and changeable.

Cultivating lasting interest is a necessary condition for achieving success in work; the effectiveness of interest, that is, the power of interest.

If interest can become a driving force for work and activities, its effect is positive. If interest is merely a yearning, it can not produce real results, it is negative.

The author thinks that

Interest marketing is in the marketing process, around the spirit and material needs of consumers, to find the interests of consumers, through the enterprise's targeted activities to stimulate consumer interest in activities.

The process of marketing can be divided into two steps: attracting customers' attention and facilitating pactions. The former is to attract customers to the designated places of enterprises, and the latter is to generate pactions through the means of facilitating customers.

In the process of product positioning, the special emphasis of differentiation can arouse people's attention, but not all people are interested in things that have never seen and are different, but these new things are related to their spiritual or material needs before they are concerned about their existence and change.

As a result, product positioning must be distinguished, and consumers should be interested. Otherwise, the advantage of difference and the role in terminal sales can hardly be reflected.

In the practice of marketing, many enterprises consider their products to be good, and there are many competitive advantages including differentiation, but sales can not be done well.

For example, some household products like to flaunt "kitchen art masters", "bedroom masters", "balcony artists" and so on, so as to locate their products as high-end products in the middle and high-end market, but consumers can not directly produce their own interests with the interests of the enterprise. Even if consumers visit the stores, the "master" and other products that do not call "masters" have no substantive difference. Where does interest come from? This self imposed position is very large because it can not directly connect consumers' needs, and consumers' interests can not be aroused.

In the process of enterprise brand and marketing promotion, enterprises must take into account the actual situation of the audience through the advertisement to stimulate the interest of consumers, subdivide the consumers in terms of sex, age, education level, occupation and so on, and study the needs and purposes of specific groups to meet the needs of specific groups to the greatest extent.

Because many products themselves do not have the corresponding characteristics, namely homogenization, there are difficulties in product segmentation, so the study of consumers' interests is the only way out.

Only the product itself has differentiation conditions, can we subdivide the product and find out the difference of products. The greater the difference, the higher the consumer interest.

The state or industry authorities make the standardization of many products. These standards are the reflection of the quality of the products. According to the relevant standards, it is a good way to divide the product's performance. For example, the cabinet products, many businesses in the process of publicity and promotion are carried out in the way of self respect, while the national standard requires the sink to load 100 kilograms, and the subsidence rate does not exceed 3 millimeters. When the product quality reaches the standard, the products are introduced on the basis of national standards, and consumers feel that the quality of products is good and interest is generated.

The implementation of a good brand and marketing promotion plan, because it stimulates the interest of consumers, the consumer is always quick to make a reflection, otherwise, it is not effective to say that the advertising of the enterprise is ineffective.

In the offline trading of enterprises, the interests of consumers determine whether the paction can be reached.

In reality, many enterprises also have defects in facilitating pactions. Many customers are attracted by the promotion and promotion, but the volume of pactions can not be increased. This phenomenon is very common in the building materials industry.

Then, how can we facilitate pactions with customers? The answer is two words of interest.

In this connection, the interest of customers is the comprehensive demand of material interests and spiritual interests, that is, there are differences between products to attract customers, and there are preferential measures for customers to be tempted, as well as consumer protection for customers to rest assured.

Among them, product differentiation features play an important role. When the product differentiation is missing, the product standard "national standard and industry standard" is the theme that arousing interest. The best way is to experience the superior performance measures of the product, so that consumers can see that the quality of the products is superior through the eyes. For example, the standards of the above mentioned cabinets should be combined with the authoritative standards, so as to enhance the trust of consumers. At the same time, the importance of product quality to the interests of consumers should be strengthened, and the price will become a minor condition for consumers to pay attention to, and pactions under the line will also be facilitated.