1, audience
Audience refers to our potential customers. Audience is a term in marketing, and it is also the 1 th role of our consumers. We are all thinking about what customers think and do before buying products. Before buying products, perhaps through advertisements, various leaflets and Internet platforms, our enterprises got in touch with customers, and customers got to know us, which led to the purchase.
In the process of getting to know us, customers play the role of audience. The audience has two characteristics, one is at a loss and the other is forgetting.
You want to sell a product to a customer, no matter how you shout, no matter how you want to tell him, his reaction is blank. Therefore, the advertisements we do are more important than your information in the eyes of customers and anything that happens around them. Even if someone moves, he will take a look, just don't want to read your information. So in this case, it is difficult for you to pass the information to him and let him remember.
2. Buyer
Customers who buy products are called buyers.
The buyer's characteristic is that the information in the mall is the explorer. For example, you open Taobao now, search for the goods you want, and then browse all kinds of goods constantly. Whether you go to a clothing store or a restaurant, you will definitely walk and watch it on the street. He is now an information explorer.
Marketing needs to think from the buyer's thinking, so marketing often talks about winning the terminal. So how to win in the terminal supermarket? If you rely on shopping guide and stacking sales, the cost will be great. Therefore, as a terminal, we must do a good job in packaging, regard the shelf as an advertising space, and regard the copy on the packaging as a customer's shopping guide.
The advantage of this is that products can speak for themselves and packaging can become a shopping guide. When your package is attractive, you can attract customers to check it automatically. When customers see it, they pick up the product, see the copy on the package and want to buy it. In that case, there is no cost at all. Therefore, packaging is the biggest medium for brands. If you can't do this well, don't advertise everywhere.
3, the experiencer
Experiencers are people who have bought our products and are using them. When customers buy our products, the marketing is not over, because customers will still use them and have the opportunity to spend them again. At this time, his identity is our experiencer.
Serve the industry for our real economy. Experience marketing is divided into three stages: 1 The stage is to create expectations before customers come. What do you mean? That is, before the customer enters the store, we should create benefits and expectations for him. For example, your friend will take you to a store to spend money, and his friend will tell you what's interesting in this store. So you have a sense of expectation for this store, and you will have the impulse to go to this store for consumption.
The second stage is when we come, when we come, we will surprise our customers. When our customers come, we should try our best to improve their satisfaction. The more satisfied customers are, the greater the possibility of returning to consumption. Therefore, it is necessary to carefully design surprises, and there will be a surprise every other link or period of time, so that customers can enjoy consumption in your store.
The third stage, after leaving, is worth remembering and talking about. When he finishes spending and returns to the company and home, he will talk about this process. Yesterday we spent money in a store and experienced some pleasant things to help you spread it spontaneously.
For example, there is an amusement park. I was very happy when I went to the amusement park for a day. When I return to the company the next day, I will definitely share with my colleagues the happy things I had in the amusement park yesterday. At this time, the audience around you will become potential customers of the amusement park invisibly. When colleagues want to go to an amusement park, they will think of the amusement park they told me about.
4. Communicator
Communicator means that when customers use our products, they will make an evaluation of our products and spread this evaluation, so the communicator is the most important. Only by turning customers into disseminators of their own brands can enterprises have a future. Therefore, our enterprise should learn how to mobilize customers and let them publicize for us.
We should create our own ideas. Only when customers are willing to talk can brands spread. Let all our advertisements, products and services be more creative. How to be creative depends on us to discover and study.
Marketing activities
In marketing activities, consumers pay the ultimate price, so we should study consumers thoroughly, so many problems will be solved.
When customers pick up your products, it is necessary to read your packaging. It can be said that the quality of your packaging copy determines your product sales. Therefore, the selling point of our product packaging should be clear, write down your value and the reason why consumers have to pay for it, so that consumers can pick you up and won't put you down again.
The reason why advertisements are played repeatedly is to root our advertising information in the customer's brain and make him forget it. When he needs related products, he will directly think of the advertising words he has heard through product keywords, and then make a purchase.