Look At Memory Marketing From Giordano Li Lei&Han Meimeit Shirt

In Paris, France, the revival of the theme of Fashion Week conference has been an unprecedented success. This trend has even affected the whole world. In France, Britain, Japan, China and Hongkong, the clothing that has been popular for more than ten years or even decades ago is now popular again, and many unique interpretations given by this era have been given.

For the 50 and the 60, the book is the most familiar extracurricular reading in childhood. Along with the cultural and entertainment barren years, the small book has added a touch of color to their gray childhood. In today's antique market or bookstore, the middle-aged and old people who are over half a hundred years old and even greasy at the temples will suddenly shine like a child, and their eyes will glow with joy. The price of these small books is very high. The original version of the book is still worth thousands of yuan, tens of thousands of yuan, and a few hundred yuan. Even the reprinted version of the little book has been sold for more than ten yuan, dozens of yuan. What makes the collection of valuable printed copies of small print books more expensive? Although it has the economic driving force of the collection market, its essence carries the memories of that era.

　　 Recall marketing Applicable fields

In the case of collective recall as part of the merchandise, recall marketing is more suitable for the field of perceptual commodities, such as clothing, decoration, catering, tea wine and so on, but in the rational commodity role is relatively weak. Because recall marketing is strengthening the emotional strength of perceptual commodities, and consumers are more rational when considering rational products, such as performance, price, quality, and after-sale guarantee. practical problem The perceptual factors account for a small share of the solution.

Of course, we can also explore. innovate For example, in the perceptual aspect of rational products, a real estate company's sales advertisement is excellent: the main picture is a villa introduced, an elegant environment, a chic two storey building, several trees and green grasslands. The finishing touch is the following advertisement: "... This scene reminds me of my childhood, sitting under a tree and listening to my father telling stories. Today, I have grown up to see my hunched father and my son who are the same age as me. How I wish this memory can be reproduced and passed down. " Advertising aims to arouse emotional resonance among 30 - 45 - year old, sensual and middle class people, and then influence their purchase decisions. However, rational commodities are rational commodities after all, and emotional cards will not play a decisive role in buying customers' wishes. Therefore, the author recommends the application of recall marketing in the field of perceptual commodities.

If recall marketing is used as a marketing method to attract eyeballs and resonate with consumers, instead of relying on the commodity itself, because the direct relationship between form and commodity is weak, its application scope can be more extensive. For example, the German Mercedes Benz car auctioned a first Mercedes car. The auction results were not important, only to attract a lot of attention from 50, 60 years old, rich people, who seem to have seen the streets in Germany, the streets of those days, and themselves. For a time, Benz Corp and Mercedes cars were widely concerned by target groups. After attracting attention, Mercedes Benz motor company launched a new version of Mercedes cars, resulting in hot sales.

　　 Recall marketing operation method

As a new form of marketing concept, recall marketing must follow the following three principles in operation.

1, with "recall":

In memory marketing, the core of linking commodities and consumers is an event, an object or an idea with collective memories. Memories can arouse our sympathy, but different "core memories" produce different identity and resonance intensity and effect. First of all, we should pay attention to the negative feelings of consumers when choosing the "core memory point" of recall marketing. For example, once a businessman used the gang of four as a recollection point, it caused the resentment of consumers. While some memory points have positive characteristics, they are not attractive enough to arouse consumers' too much memories and resonances. Therefore, only by having positive meanings and arousing the relatively broad and highly enthusiastic recollections of target consumers can the significance of recall marketing be realized.

2. Use strategic thinking to operate recall marketing:

Although recall marketing is a tactical skill, it must be considered from the perspective of overall marketing strategy. Otherwise, it may win but lose the whole. If the strategy is compared to a clockwork, tactics is a gear in this timepiece. Although a gear can not drive a clock, it can make the whole timepiece stop if any gear is out of order. Therefore, tactics should not only be delicate and powerful, but also coordinate with the overall strategy.

3, earnestly implement every detail:

Recall marketing involves market research, concept refining, and links to marketing and consumers. It also involves funds, production and management. Any oversight in any link may make the whole plan fail. Therefore, we must not think that an ingenious idea can be successful. We must design every link accurately and implement every detail step by step. This is the key to ultimate success.