Design different scenes
In the actual marketing process, the sales staff of European luxury brands generally understand the reasons why customers buy products by asking questions, and analyze what various products mean to major consumers. Then, from these starting points, the scene is described according to the actual needs of customers.
For luxury brands, before the arrival of customers, they have analyzed clearly what the incentives of these items are to the main consumers. (as shown in the following table)
The "scene description" came from these points. Salespeople generally use the following three sentence patterns: "Do you feel/see …" "When …" and "Like …", and the design of these scenes is generally closely related to a scene that conforms to the identity of consumers.
In the Belgian jewelry brand TESIRO psychic shop, young couples who buy diamond ornaments will hear a similar scene description: "Look, this TESIRO psychic ring comes from the diamond kingdom of Belgium. Its style is very simple, two lines are wrapped around your fingertips. Do you think it fits your hand very well? " "When you are with friends, European classic diamond brands can set off your noble temperament and extraordinary taste, which will attract your attention. More importantly, it is an eternal token of your happy future. " For men who come to buy diamond ornaments, the sales staff will introduce: "You see, this classic European brand diamond ring coincides with your identity and status, and owning it is a symbol of your career success" and so on. Married women will hear very different scenes here, usually related to a happy family and a review of romantic time.
Similarly, Rolex and Chanel consumers have different descriptions of the scene because of their different identities. Young men who buy Rolex Rolex may be told, "Professionalism and accuracy are the pursuit of Rolex. When you wear it to the company, you can show that you can control every minute of your career. " Middle-aged men often hear that Rolex is a symbol of successful people. When you wear a Rolex to attend a meeting, you will naturally exude the breath of a king, which is amazing. "
For young women, CHANEL Chanel's sales staff will design the scene from the perspective of pursuing simplicity, exquisiteness, breaking through tradition and pursuing individuality. For example, "When you dance at the weekend dance, Chanel will let you show your aesthetics and full personality". For married women, the scenes designed by their salespeople will have more connotations of "passion and absolute femininity".
Stimulate imagination
In scene marketing, it is not enough to master language expression only. More importantly, salespeople need to organically link the luxury goods they sell with the needs of customers and imagine an interesting, concrete and touching picture. Then vividly describe this picture to your customers like watching a movie. Before "showing movies", salespeople need to make a good analysis of consumers' consumption motives, and then grasp the four main opportunities of customers entering the store, introducing products, in-depth communication and customers leaving to maximize the effect of situational marketing.
1. When customers enter the store, a product attracts their attention. Salespeople should organically connect customers with products to stimulate customers' imagination. For example, in the exclusive store of Belgian jewelry brand TESIRO Tongling, their sales staff will tell customers: "TESIRO Tongling jewelry is designed by the world's top Italian fashion designers. The diamond pendant you see adheres to the latest international design concept and will look fashionable and charming when worn on your chest. " In Chanel Chanel, customers will hear a similar description: "Chanel Chanel perfume is full of modern flavor, which can make a lady like you exude charming charm."
2. When introducing the product, the sales staff began to focus on the brand value of the product, so that consumers can have an intuitive and in-depth understanding of the brand. For example, "TESIRO Psychic is a Belgian diamond brand. When you attend PATY activities, wearing this diamond jewelry will make you full of noble and elegant atmosphere, and international brands will make you more confident. " Rolex Rolex sales staff will say, "Rolex has excellent craftsmanship and technology, and has always maintained a leading position in the watch industry. If you own it, it means that you have an identity certificate representing strength in business activities. "
3. In the process of in-depth communication with customers, at this time, sales staff generally have a certain understanding of customers, and the sales staff of these European classic luxury brands will describe the scene in combination with the personal situation of customers. For women who want to buy a diamond ring to get married, they will say, "At the wedding, when he puts this Tesiro psychic ring on you in front of everyone, it means that you have a commitment to be together for life." For customers who are used to leisure consumption, CHANEL will describe it like this: "A lady with taste like you must pay great attention to the quality of life and spend weekends with friends. Chanel Chanel perfume makes you more elegant and romantic. "
When the customer wants to leave, the salesperson should seize this last chance, which usually improves the emotional appeal of the text. For example, "This Tesiro psychic diamond jewelry will definitely make her excited, and she will always remember this special birthday." "The moment he opened the Rolex box, his heart kept pounding" and so on.
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Shuizhongyang
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Send text messages in personal space and add them as friends. Currently offline, 3# was published on July 28th, 2006 17: 04, depending on the author.
Revelation: "Psychological experience" is the core.
Through this terminal marketing strategy, Rolex, Belgian jewelry brand Tesiro Tongling, Chanel and other European classic luxury brands have made remarkable achievements in the China market. Summarizing their experience in scene marketing can bring many beneficial inspirations to other enterprises.
First, scene marketing should take "psychological experience" as the core. The consumption of luxury goods, such as jewelry and expensive watches, is different from the general consumption. Customers not only consume the goods themselves, but also want to express and convey some meaning and information through consumption behavior. What they want to express and convey includes their status, identity, personality, taste, interest and recognition. When using situational marketing, salespeople need to focus on customers' core demands and outline beautiful pictures with emotional sentences to meet customers' psychological experience requirements to the greatest extent.
Second, we should gradually stimulate the imagination of customers. In fact, customers have many expectations for the goods they want to buy before deciding to buy luxury goods. They collected all kinds of information about the brand influence and after-sales service of this product before entering the store. William james believes that "the greatest discovery of psychology is that we can change our external world by changing our inner world." Salespeople should pay special attention to the use of various sentence patterns in the "one foot at the door" of sales, such as: "Do you feel/see …", "… like …" and so on, to stimulate the imagination of customers' inner world step by step and give them more hope.
Third, scene marketing must be "different from person to person". In the practical application of situational marketing, not all random scene descriptions can stimulate customers' imagination, and no matter how good the language is, it is impossible to apply to every customer. Therefore, it is very important to know the customer's situation and mood, which plays a decisive role in the success of situational marketing. Salespeople should understand that the content of scene description is to describe the beautiful life that customers can enjoy after owning luxury goods such as jewelry and expensive watches, and to help customers realize their dreams.