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"Flickering" Marketing

2008/12/18 16:00:00 41954

Zhao Benshan's short essay has become the most popular topic of Spring Festival Gala in recent years.

"Selling the crutch" tells a classic sales case.

In Zhao Benshan's "

Flicker marketing method

It will be sold to a normal person.

"Zhao Benshan's selling away" is the essence of marketing, and its application is worth learning and learning from marketers.

Zhao Benshan's name has recently spread throughout the whole country, not because of his sketches, but because he has set foot in the Liaoning football club and became the chairman of the club.

Speaking of Zhao Benshan, I reminded him of the story of "crutch" in his classic essay a few years ago.

The story of "selling off" is believed to be no stranger to us.

At the Spring Festival Gala in 2001, the laughing star "Zhao Benshan", with a three inch tongue, told a man who was good at riding a bicycle "Wei Fan". He was fascinated by the truth and the truth. He did not get sick or not. He had no disease and became a serious illness in an instant. He not only emptied his pockets to buy a broken double crutches that were useless to him, but also gave his bicycle willingly.

What is even more ridiculous is that after "Wei Fan" was deceived, he also taunted Gao Xiumin, a sister-in-law who had revealed his good intentions, and used Wei Fan's words to say, "how does this society become like this?"

Yes, how does this society become this way?

This article does not intend to discuss this matter and carefully study the whole process of selling Zhao Benshan. The author pays more attention to Zhao Benshan's "sell" method, as well as the control of the mentality and the rhythm. The author believes that Zhao Benshan's "selling" is the essence of marketing, and its application is worth learning and learning from our marketing people.

Because Zhao Benshan called his method "flicker", I borrowed it and called it "flicker marketing".

Flicker marketing

The first way: create demand.

Creating demand is a height of marketing. I think it is also a trend of future marketing development.

In selling a crutch, "Gao Xiumin" thinks that the streets are full of legs and legs. How can they sell them out?

But "Zhao Benshan" does not see this, he aimed at "Wei Fan", created a "need to turn," the need to come out, this is "Zhao Benshan" brilliant.

Please note that the word "manufacturing" is used here because its purpose is to deceive, immoral and fabricated. Therefore, "manufacturing" is entirely unilateral and subjective. It is not worth promoting.

But I think the method of "Zhao Benshan" also embodies the basic idea of creating demand, and it is also the basis for its successful abduction.

The creation of demand is not divorced from reality, but is a higher level marketing strategy, which is excavated, refined, extended, deepened and innovated.

Creating demand is also a deep application of the market segmentation theory. If applied properly, it will effectively establish a new market segmentation status and make it impossible for the latecomers to shake it up.

Looking at the current situation of marketing, basically, it is still in a stage of meeting and staying at the actual demand. But we should set up such an idea early and explore such a method. Only in this way can we achieve the breakthrough and promotion of marketing.

Flicker marketing

The second way: deeply grasp the consumption psychology

Zhao Benshan's psychological grasp of Wei Fan is amazing.

The cry of "abduction and sale" aroused the attention of "Wei Fan", and aroused the concern of "Wei Fan" by "intimidation". The interest of "Wei Fan" was aroused by "guessing the origin", and "Wei Fan's trust" was caused by "mutual sympathy and compassion", and so on.

There are two points for Zhao Benshan to grasp the psychology of "Wei Fan". It is worth learning from us. First, we must fully understand and grasp the psychological process of consumers, and never use them reversing. Two, we should use different means of communication in different stages of psychological response.

This is exactly what we need to pay attention to in the actual marketing activities. We must not despise and ignore every psychological detail of consumers. Only in this way can our marketing communication be effective.

It is a complex process to grasp the consumption psychology deeply. We need reason and patience.

In addition to the usual market research methods, we need to pay more attention to communication with consumers and listen to consumers' opinions in continuous marketing activities.

In this regard, it should be said that many well-known international enterprises do better, such as Coca-Cola, KFC, they will regularly study consumer psychology, and timely adjustment strategy.

But many domestic enterprises in China are not doing enough in this area, or even do not pay much attention to this link.

So, should we reflect on Zhao Benshan's crutch marketing?

Flicker marketing

The third type: guidance and stimulation

In addition to mastering Wei Fan's psychological use of "intimidation" and so on, "Zhao Benshan" is also worth pondering on the use of guidance and stimulation.

If let "Wei Fan" take two steps to try, let "Wei Fan" stomp, let "Wei Fan" think, and so on, step by step to guide and stimulate "Wei Fan" followed the "Zhao Benshan" thought, this process completely let Wei Fan "believe" oneself "sick".

Guiding and motivate is actually a way of "experiential marketing". The author prefers to call it "close marketing" or "close marketing". In close communication, in the process of guidance and stimulation, there is nothing convincing that the consumer can automatically enter psychological experience and action.

In marketing, more attention should be paid to the use of this communication mode, which will effectively compensate for the shortcomings of one-way communication and be more powerful.

Guidance and stimulation is becoming a marketing tool for many enterprises, such as "conference marketing" in the pharmaceutical and health care industry, which uses meetings to guide consumers to try and stimulate their desire to buy.

Flicker marketing

Fourth: attention to detail and rhythm control.

"Zhao Benshan" in the details of the grasp can be regarded as a must, can "smell the taste of people", smell the smell of green onion to judge "Wei Fan" is a chef, this meticulous observation is worth learning.

And in the entire sales process, the rhythm control is also right, no disease, no hurry, unhurried, orderly, there is progress and retreat.

Good planning does not predict success. Execution is particularly important.

The author thinks that good planning is equal to zero if execution is not good, and if a bad plan is executed, at least there is a possibility of success.

Details and rhythm control are two important aspects of execution. We must pay attention to them.

Now, "winning the terminal" has become the marketing focus of many enterprises, and its essence is the concern of "execution".

忽悠营销第5式：善借势

In the "selling off", we must not neglect the role of "Gao Xiumin", though "Gao Xiumin" is more of kindness.

"Zhao Benshan" in the sale is precisely by means of "Gao Xiumin"'s "mingle", has also obtained "Wei Fan" the trust.

stay

Marketing

In the activity, "borrowing advantage" is to achieve the goal of promoting products by means of social effects such as personas and events. It is an important marketing means, such as celebrity endorsement, public welfare marketing, hot event marketing and so on.

But borrowing is also a double-edged sword. We must plan carefully and design it carefully, or else we will commit suicide.

In today's era of advertising, it is undoubtedly a good sword to make good use of the situation. It can fully compensate for the insufficiency of advertising effect and make the enterprise save energy and money.

Mengniu Dairy industry has achieved good market results with the help of "Shenwu" flying Apsaras and the launch of "astronaut special milk".

Flicker marketing

Sixth: timely paction

Marketing is to "deal", otherwise marketing is just an "art".

The "Zhao Benshan" paction method can be called the "fight to win" method, from collecting money to taking the car at one go.

In marketing, we must bear in mind that

Communicate

Whether it is, advertising or promotion, these are means. The ultimate goal is to sell, in order to "clinch a deal", and to seize the opportunity to make a timely turnover, otherwise it is a waste.

Marketing

We need morality, responsibility and integrity. As marketers, what we can do is to

Marketing

The continuous exploration of patterns and methods, Zhao Benshan's "selling off", and the "flickering marketing" summed up by the author, of course, is also an exploration of marketing methods, hoping to give everyone a harvest.