There are many examples of injecting feelings into commodities:
1, the chemical composition of diamond is carbon, and the earliest name of diamond is "stone carbon", but such a name cannot be associated with his rarity and dignity, and no girl would like to hang a piece of "carbon" to go out. Later, after the commercialization of this ore, it was given a fairly pleasant name-diamond, but the name was only hard, and the wearers were mostly women, which showed femininity and nobility. Therefore, diamonds used as jewelry later are called diamonds, and this emotional and beautiful name is loved and accepted by women. Merchants are also making a fuss about sensibility, such as classic advertising slogans such as "Diamonds last forever, one lasts forever".
2. A bookmark made of Sophora japonica is only a few cents, but it can be sold for more than ten dollars against a sad and beautiful story. Consumers are willing to buy bookmarks with low physical property value. The reason behind it is that it has emotion and life.
3. Convey an emotion through brand building. If handled properly, it can win unparalleled competitiveness and gain a steady stream of added value. Marlboro makes homogenized cigarettes unique. The secret is to inject rich images of the western development into the brand-energetic cowboys, horses and bonfires. It transcends the simple product relationship, endows Marlboro brand with masculine, rough, mature and heroic brand personality, and is linked with pioneering and adventurous American culture to help people escape from busy and boring urban life temporarily, thus obtaining an emotional release and relief. The tortuous development of Harley-Davidson motorcycle has created its distinctive image of rebellion, enthusiasm, patriotism and adventure in American society. Drivers express their rebelliousness and personality through the ostentatious appearance, strong power and huge roar of motorcycles, and pursue a free and easy life from the bottom of their hearts.
4. Coca-Cola's excellent public relations during World War II became a symbol of American victory, from which people can experience a United and uplifting national sentiment. With the post-war economic recovery in the United States, Coca-Cola enthusiastically praised the new life in the United States with a series of advertisements of "keeping the refreshing moment". Under the pressure of the Cold War, the Coca-Cola Company once again launched the "Italian hilltop advertisement", calling for breaking through races and national boundaries, caring for each other, understanding each other and tolerating each other in a way that young people all over the world sing peace, making Coca-Cola a synonym for harmony and a good medicine to alleviate ethnic, political and gender contradictions. Calling on people to overcome discrimination and isolation with optimism and indomitable American spirit has created a possibility and imagination for alleviating various social problems.
In short, to inject emotion into commodities means to inject emotion into the elements and marketing process of products or services according to consumers' emotional needs, endow them with emotional color, arouse and stimulate consumers' emotional needs, induce consumers to sing in their hearts, integrate emotion into marketing, and let emotional marketing overcome ruthless competition. Emotional marketing can inject human feelings into the marketing process through careful design, careful manufacturing, intimate service or clever communication, so that consumers can have emotions.
Abraham lincoln had a sentence in advance: "You can cheat everyone for a while;" Or deceive some people forever; But you can't fool everyone forever. "Emotional marketing should have true feelings, not wishful affectation or show. This requires enterprises to put themselves in the users' shoes, strengthen communication with customers through multiple channels, take consumers' acceptance, dislike and satisfaction as the criteria for product design and development, and strive to understand, respect and tolerate them. Always take the interests of customers as the center, let customers get professional advice in the process of collecting information, evaluating choices and making purchase decisions, and then respect customers' opinions and suggestions to satisfy customers in a way that surpasses competitors. To establish a win-win relationship between enterprises and customers, only by paying the true feelings can we reap the feelings and loyalty of customers.