How To Do Clothing Promotion To Touch People'S Hearts

　　 One meaning, two expressions

One liquor brand once produced three types in three franchised stores with similar daily sales Promotion POP: direct price reduction of 30%; 50% discount on the original price; Buy 2 and get 1 free. Two months later, it was found that the sales of the "Buy Two Get One Free" store was 35% higher than the other two stores.

This shows that most customers prefer to be greedy for a little bit of cheap, but they always have many doubts about price concessions and discounts: quality problems? Is the price artificially high? Wait a minute. Compared with "Buy 2 and get 1 free", it seems more affordable and valuable.

The same promotional activities, just because of different statements, have such a huge contrast. Therefore, the focus of promotional advertising is not what to say, but how to say it. Its core is to grasp the most emotional and concerned desires and interests of consumers Touching people's hearts 。

　　 Simple and direct to the heart

Generally speaking, the procedure for customers to receive product information is: attention - interest - desire - action - satisfaction. Attention, interest and desire are all activities in the minds of customers. In addition, customers are increasingly trying to pursue their own personality, preferences, interests and aesthetic values in the tide of commodities. Therefore, it is very important to transform boring and tedious promotional information into customers' interests and desires.

　　 Focus on novelty

There was a huge advertisement hanging in a building for rent: a silhouette of a beautiful woman with a striking "waiting for your bag" and contact number written below. Once the advertisement was put up, it immediately caused various disputes and attracted a lot of media attention.

Although the advertisement was stopped soon, the building has been robbed of rent.

Of course, this advertisement also has moral hazard.

There is a restaurant in Japan. The employees began to strike soon after it opened. The boss later thought of an idea: on the one hand, he agreed with the employee's request for salary increase and advised him to return to work; On the one hand, banners such as "welcome employees to strike", "welcome to attack the restaurant" and "welcome to attack the boss" are hung in the restaurant. This ironic practice has attracted extensive attention from the media and the public, which has become known to all, and the business has also prospered.

　　 Empathy

Consciously create an atmosphere of sympathy for the target customers, so that the target customers feel that they are being sympathized, and then have the idea of trying to get rid of being sympathized, ultimately leading to the purchase clothing 。

For example, the advertisement of "Yifu Snow" whitening cream: first, "should black skin be laughed at?", "should black skin be treated unfairly?", "she dresses well, but her skin is a little dark!"; Then propose solutions for skin blackness: "Perfect Confession Declaration", "Yifu Snow Black Removal", etc. The success of creativity lies in grasping the inferiority complex of customers, giving them sympathy first, and then pulling them out of the valley.

　　 Mystify

There is a rice noodle shop selling special red rice noodles in Nanning. The business is very bad after opening for a week. By the second week, a striking apology billboard was suddenly put up at the door: "Dear customer, I'm sorry, today's rice noodles have been sold out, please come early tomorrow!" The billboard had been hung for six consecutive days. Six days later, customers gradually increased; Two weeks later, customers flooded almost every day. Later, everyone knew that this was an empty city trick played by the boss.

　　 "Fun" creativity

In a commercial street, there are dozens of stalls selling horseshoe cakes side by side, but the most remote stall has a very good business. In front of the booth, there was a large billboard with a big word of "fun", and below it was a line of bold black words: "Do it yourself, horseshoe cake game is free!"

It turns out that the stall owner sells the horseshoe cake very specially. Instead of the stall owner cutting the horseshoe cake himself, the customer is asked to cut it by himself, as big as he wants. After cutting it, he can call himself if customer If the difference between the weight you want to buy and the weight you cut is within one or two, the horseshoe cake will be free. Such creative moves attract customers, and business is brisk and "interesting".