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How did the marketing cases that Steve Jobs admired detonate sales?

   More than one entrepreneur has asked me this question: Why is our product so good that it can’t sell?

  An entrepreneur who makes snacks told me that he puts his own snacks on one plate and his competitors' snacks on another plate. Remove the packaging and let the customer try it blindfolded. what's the result? 73% of people prefer their snacks!

  He didn't feel the slightest joy, but collapsed a little bit-the annual sales of competitors had exceeded 1 billion yuan, and they only only had 50 million yuan.

  "I like my products, but why do I go to buy competitors' products?"

  To solve this problem, you must first understand the classic theory of psychology-the human brain has two independently operating systems: one is responsible for reason and judges the pros and cons; The other is responsible for emotions, judging preferences.

  Good products please the "sane brain", but this is far from enough. When consumers place an order, they must also give instructions from the "emotional brain": I approve of this product, and I am willing to buy this product.

  We can compare a consumer's order to "riding an elephant": the "sensible brain" is the rider, which is responsible for direction, and the "emotional brain" is the elephant, which is responsible for moving forward. The elephant doesn't move, and the rider can't help it.

  When a good product can't sell, you need to change the elephant, that is, you also need to change the consumer's perception of the product.

  In an internal company speech, Jobs once admired a marketing case that changed consumers' perceptual perceptions, which led to a huge increase in sales.

  The story happened in the 1980s, when carbonated beverages gradually became popular in the United States. The sales of milk that sold very well have plummeted all the way. Because in the perception of young people at the time, drinking milk was not cool.

  "All the sounds that persuade me to drink milk are like my mother nagging me."

  Of course, the largest milk company in the United States, the "California Milk Processing Board," cannot sit still. In order to increase the sales of milk, they launched a marketing called "got milk": they invited the most popular actors, hosts, models and even film and television characters to shoot promotional posters-all poster characters have a touch on their upper lip. Milk beard".



  From Leonardo DiCaprio to Yao Ming, from Angelina Jolie to Jackie Chan, from Beckham to Zhang Ziyi, there are even lovely Pikachu, the Titanic Hulk, Garfield and Batman.

  These celebrities with "milk beards" keep showing up and tell you why they think milk is cool.

  This marketing strategy to control the enemy completely reversed people's impression of milk, and finally allowed milk to regain its "market supremacy" status.

  At the same time, this case has become one of the most classic advertising cases in the history of marketing. The "milk beard" on the mouth of the poster character has become an unchangeable classic mark.

  Just imagine, if the "California Milk Processing Board" only focused on the product, would there be such a result?

  Probably not. A survey showed that even if people did not buy milk, more than 90% of them fully recognized the value of milk. Therefore, when you find that a good product cannot impress consumers, you might as well shift the focus of change from the rider to the elephant, and change the consumer's perception of the perceptual part of the product.

  So, how do we affect consumers' perceptual perception of our products?

  We have summarized 3 methods: 1. Change the environment around consumers; 2. Create opportunities for consumers to use products with high frequency in the short term; 3. Lower the threshold for consumers to use products.

Change the environment around consumers


  The previous "milk beard" advertising campaign is a typical application of this method.

  When people in your surroundings tell you: drinking milk is very cool, we are all drinking milk, you are easily infected, and then place an order.

  "Everyone does this (thinking), so I do the same (thinking)."

  In fact, this is a typical manifestation of herd mentality, changing oneself in order to adapt to the group.

  There is a well-known herd experiment called "Axi Experiment": This experiment was conducted on 7 people, but only 1 of them was actually tested, and the other 6 were childcare.

  The test is simple. Evaluate the length of a line on the left panel, and then find the line segment closest to this length among the three lines on the right panel (see Figure 1):



  Doesn't it look simple? The experimenter set up a trap and deliberately asked the 6 nurseries to give consistent but wrong answers.

  The results showed that 75% of the test subjects gave answers consistent with childcare, even if the answers were obviously wrong.

  Those who insisted on real answers also experienced extreme psychological discomfort.

  Therefore, in addition to directly changing the existence of consumers, the herd mentality also instructs us to change the perceptual perception of consumers by changing the environment around them, thereby facilitating transactions.

  So, how do we change the environment around consumers?

  It's actually very simple. You have to think about these two questions clearly:

  1. What kind of environment is my consumer in?

  2. Who in the environment can affect my consumers?

  For example, for a milk tea shop, what kind of environment are your consumers in? Consumers in milk tea shops are mostly young people wandering in shopping malls. What will the general milk tea shop do after opening? They put out new product recommendations or discount information, and then wait for consumers to "autonomously" come to the door. Active people may also take the initiative to solicit customers. However, there are so many new things in shopping malls that consumers can't take care of you. What should you do?

  At this time, let's think again: Who in the shopping mall can influence my consumers? The answer is other consumers in the shopping mall. When other consumers are queuing up to buy your milk tea, they are invisibly persuading others: The milk tea in this milk tea shop is so delicious, and I have to wait in line to buy it!

  Under the influence of herd mentality, more consumers will be attracted to the store.

Create opportunities for consumers to use products with high frequency in the short term


  In addition to changing the environment around consumers and creating opportunities for consumers to use products with high frequency in the short term, it can also change consumers.

  For example, a mobile office APP, the enterprise version of "WeChat", facilitates communication and meetings between colleagues, and can even check in, attendance, and reimbursement.

  When promoting, many companies do not buy, because these needs, WeChat can completely meet. They did not have the awareness of using online office software-until the advent of extraordinary times, these companies had to work online. They discovered that: it turns out that WeChat video cannot be connected to more than 15 employees, projects and documents cannot be coordinated, and financial, human and other office systems are even less likely to be connected...


  During this period, the office APP appeared in front of all companies in a very high-profile manner: announcing the free opening of product functions and slogging various advertisements.

  In the special few months, a large number of companies are using it and forming a habit. When colleagues reunited in the company after the storm, everyone was still using it because they were used to it.

  The constant repetition of behavior will eventually internalize it into a habit.

  The repetition of behavior usually causes people to experience three stages of change: the first stage, people follow this behavior; the second stage, people agree with this behavior; the third stage, the behavior is completely integrated in people themselves, without any Discomfort.

  To reach the third stage, this behavior is best repeated for 21 days-have you thought of the "30-day trial" service launched by some products?

  When you form a habit of using a certain product, you will naturally place an order.

  A domestic skin care brand does just that. They have launched an eye cream and have high expectations for it: because the technology and materials of the eye cream are impeccable. "This eye cream will burst," they thought.

  In order to sell better, they even spent a lot of money inviting the idols who were on fire at the time to endorse the eye cream, preparing to "make a big ticket."



  One month, two months... As a result, the eye cream has been launched for more than half a year, but it can't be sold.

  Which link went wrong?

  After investigation, it was found that the price of 399 yuan stopped consumers. It turns out that this eye cream uses a very precious raw material. The scarcity is more expensive, and the price of eye cream is naturally higher than other eye creams in the store. But do you think consumers will understand you? Will not.

  How to do it? Let customers use it with high frequency in a short period of time, and experience it firsthand.

  So the brand decisively decided: to all consumers who bought this eye cream, at the same time give away 5g experience pack. Consumers try the experience outfit first, feel that it is effective, and then leave the formal outfit. What to do if you are not satisfied? full refund! The validity period is 30 days. This program successfully dispelled consumers' worries and gave consumers a reason to use the product with high frequency for a short period of time. During these 30 days, customers used it cherished and carefully observed facial changes.

  The sales of eye creams have successfully ushered in growth and entered the best-selling list of e-commerce platforms.

  Eye cream is a decision-making product, and customers will often think twice before buying. In addition to advertising and planting grass, such a marketing strategy is also very important.

  You can think about a similar case: high-end bedding, priced at 3,999 yuan, how to increase the customer's order rate?

  "100% mulberry silk filling", this is the description of the quilt priced at 3,999 yuan.

  "100% silk filling", this is the description of the quilt priced at 399 yuan.

  Copywriting and pictures can hardly reflect the difference between the two.

  "Forget it, let's choose the 399 yuan quilt. The reviews are also very good." This is what most people think. If everyone thinks like this, then this brand that specializes in high-end bedding products will probably not be able to continue.

  The brand owner came up with such a strategy: he reached a cooperation with a five-star hotel brand, responsible for all the hotel bedding-if consumers do not come to me, then I will come to you and take the initiative to create a short-term high for consumers Opportunities for frequent use of bedding.

  When the customer lay down, they found that the comfort level was indeed different. What kind of enjoyment it is to "lie in the clouds, feel at ease and feel no weight"! And this period of short-term high-frequency use is constantly convincing consumers. Some consumers will take the initiative to ask the hotel: What brand is this?

  In the hotel lobby, there are bedding products that can be bought directly. Today, the hotel has become the TOP3 channel for the brand's sales.

  Therefore, when it is difficult for us to open the market, we might as well ask ourselves: How can I create a short-term, high-frequency use environment for consumers?

Lower the barriers for consumers to use products


  The last method: We need to lower the threshold for consumers to change their consumption habits as much as possible.

  For example, Coca-Cola's Water Beverage has competed with Pepsi's Mountain Dew for a long time.

  Although Water's price is 10 cents less than Mountain Dew, Mountain Dew has always been more popular in the market-Mountain Dew has a market share of 80%, and Water has a poor 4%.

  In order to fully arouse Walter's sales, Coca-Cola's newly appointed marketing manager Qiao Sen made a big decision: Anyone who buys Mountain Dew can get a bottle of Walter as a gift.

  The market was in an uproar.

  Even Pepsi-Cola executives can't understand: What do competitors want to do? But a month later, things changed: Many people discovered that Water tasted good. At this time, Coca-Cola stopped its free drink activities, and Walter's market share soared from 4% to 76%!

  Later, Jossen shared his thoughts: Walter's taste is no worse than Mountain Dew. Poor sales are just the fact that consumers' awareness of the product is not high. And the reason why I want to buy Fluxus to send Water is to let the customers of Mountain Dew find that Water is also delicious. When the free drink is over, customers still miss its taste and take the initiative to pay for it.

  If you want to change the shopping choices of consumers, you must lower the threshold for them to use the product as much as possible, and enter their world little by little.

  The "threshold" test proved the effectiveness of this method.

  In 1966, psychologists Friedman and Fraser conducted an experiment: randomly interviewing a group of housewives. They were asked to put a large and unattractive sign in the courtyard, but less than 20% of housewives agreed.

  So they switched to another method-randomly interviewing another group of housewives. First they asked them to hang a small sign on the window of their house, and they agreed. After a while, the psychologist visited again and requested that the above-mentioned large and unsightly sign be placed in the courtyard. As a result, more than 50% of housewives agreed!

  In order to increase product sales, we can think about two questions:

  1. What is the threshold for customers to buy goods?

  2. How can I lower this threshold?

  Take the stamp card as an example. In order to increase the number of times customers visit the store, nail salons will launch stamp cards. Customers can get a stamp every time they spend, and they can get a free nail art service after 8 times of stamping.

  Another nail shop also introduced a similar customer loyalty card. The difference is that they need to stamp 10 stamps before they can get a free nail service.

  Guess, which nail salon can attract consumers to spend more?

  A few months later, 13% of customers in the first nail shop received free nail services, while 37% of customers in the second nail shop received free nail services.

  It turned out that although the stamp card of the second nail shop had to be stamped 10 times, when the stamp card was issued to the user, there were already 2 stamps. Although they still have to spend 8 times, the consumer's psychology has changed: they have collected 20% of the stamps, and only need to continue to collect the remaining 80%.

  Therefore, consciously lowering the consumption threshold (10 times) (8 times) can effectively change consumer behavior and achieve an increase in the repurchase rate.


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