From a certain point of view, consumers buy our products, not because our products are really better than those of our competitors, nor because they really like our products, but because it is a social norm to buy our products. If you don't buy, consumers will feel that they have missed something or lost something. Marketing by using social norms is a relatively advanced marketing method, because it will make consumers ignore your marketing behavior, which is a social responsibility and obligation in the eyes of consumers. This is an effective marketing strategy that I began to think about and use in actual combat in 2004, and it is also a brand-new marketing tactic, which makes full use of the subtle power to psychologically attack consumers. After 2007, I began to use this social norm frequently for marketing, and almost every marketing plan will try to use this strategy. Unfortunately, not every product is suitable for this strategy. Normative effect is a marketing behavior that uses people's conscious binding force on social behavior norms to sell products, and it is a powerful marketing strategy that can make consumers consume rationally. Norms generally refer to social norms, that is, using social forces to restrain people's behavior norms. It is a habit and agreement derived from people's social interaction for the needs of social life, or a rule of human social behavior or a criterion of social activities formulated and clearly implemented by people. Social norms can be divided into written and unwritten categories. Customs and habits, some moral norms, some legal norms. Religious norms are unwritten; Laws, regulations, rules, most laws and important church laws are recorded in writing; Custom, morality, law, religion, etc. It is a variety of concrete forms of social norms. Social norms are also the most powerful factor affecting people's actions. Norms come into play when we act out of a sense of obligation, responsibility, gratitude or shame. Specifications are also important when making a purchase decision. For example, a brand promises mothers that it will get rid of their guilt about their family; A brand hurts our sensitive self-esteem; A brand removes taboos (such as condoms) that affect sales. Living in a society, a person will unconsciously abide by some established social norms. For example, if Lu Yu does not stand up to injustice, but avoids it, he will feel uneasy; Wear a wedding dress, respect the old and love the young, don't fight with women, eat cakes and blow out candles on birthdays and so on. It is a social norm or habit that people unconsciously develop through education and historical inheritance. Social norms are a * * * constraint, which can subtly change people's behavior. It is different from the law, which is mandatory, and social norms are a kind of behavior agreement that people must abide by from the moral level, otherwise it will cause public suspicion or contempt. When the Volkswagen Beetle was listed in the United States, it used the norms recognized by American society that attached importance to environmental protection, and promoted the small Beetle car as an environmental protection viewpoint of "reducing the size and making the earth more space". Combined with social norms, the products sold well immediately. Because consumers will think that buying a car and a beetle can also make a contribution to environmental protection. Why not? Nongfu Spring mineral water, a domestic enterprise, also uses social standard marketing skills to raise the ordinary purchase behavior to "every bottle of Nongfu Spring mineral water is equivalent to donating a penny to Hope Primary School in poverty-stricken areas". Although it is only a penny, after all, you can let yourself participate in activities that are beneficial to society. Why not? This publicity activity of Nongfu Spring immediately received a positive response from consumers. Once social norms are formed, it is difficult to be broken. It has a strong "viral" diffusion force, which cannot be questioned and tampered with. When designing a product marketing strategy, an enterprise must consider what are the current social norms related to the product? Can you enter this specification? If the consumption behavior of a product can be designed as an irresistible social norm, then this product is bound to sell well. Shi Yuzhu, chairman of Giant Network Group, is a health care product that can promote the healthy sleep of the elderly. However, when his team used scientific principles to promote the policy, it failed. Later, the team could only change the product of melatonin into a gift, aiming directly at the younger generation of the family. In the advertisement, he played slogans such as "Honor your parents' melatonin" and "No gifts this year, only accept melatonin as a gift". This is equivalent to making it clear to the target group that if you are a filial descendant, you must buy melatonin for your parents, or just welcome to send melatonin during the Spring Festival. Once an ordinary product rises to the level of social norms, no one will turn a blind eye and most people will take action. As long as enterprises don't deliberately fool people, the quality and function of products can basically match their demands, and products will sell well. From the marketing point of view, consumers may decide to buy a product in order to avoid or eliminate an inner conflict that runs counter to the social norms and values they are familiar with. The success of intelligent explosion-proof lock in community promotion lies in making the core responsible person of community residents willing to take the responsibility of defending their homes with the strategy of social standard. A lock change can reflect a person's inner sense of responsibility and conscience, so why not? Rational consumers are sentimentalized by upgrading the purchase of a security lock with anti-theft function to a social behavior that actively contributes to social security. Every Christmas, Valentine's Day, Qixi and so on. Domestic merchants will launch various promotional gimmicks one after another to create countless consumption reasons for young men and women: flower shops, chocolates, cafes, restaurants, KTV, bars, jewelry stores, fashion shops, cinemas, amusement places and shopping malls. Almost all of them are throwing all kinds of temptations to young consumers. What did this result lead to? On this day, everyone can't help it-everyone doesn't want to stay at home, and the ladies are expecting the men. Men are planning what kind of people they should be, how much money they should spend on this day, and how to catch up with the women they like on this day. 20 13, 12 in September, I gathered the employees of the company 12 to import a bottle of original Australian red wine in the hotel room. At that time, domestic wine marketing was nothing more than resorting to grape varieties, places of origin, romance, taste, masters and wineries, and there was no innovation at all, so I decided to use social norms to sell wine products. My marketing habit is that after determining the direction, I will look for corresponding strategies in various social norms and finally lock in the "birthday norms". Because birthday is a powerful social norm, it has a bright future. So, I specially created a brand name with a birthday stamp for this strategy-"souvenir" and registered it successfully. Birthday is the birthday anniversary of life and one of the most important anniversaries for everyone. English "souvenir" means "souvenir", which is in line with our product positioning. "Su" is taken from English transliteration, which sounds like a foreign name. Birthday is a small festival that everyone celebrates every year. Although the custom of birthday varies with different countries, nationalities and geography, the importance of treating personal birthdays is almost the same for people all over the world. Birthdays are not only personal, but also corporate and national. For birthday red wine, this market is not only a matter of target group selection, but also radiates to all people and institutions. It seems that the positioning is very fine, but in fact the market is huge, and few brands have entered this market at all. The market value of birthday wine positioning is that birthday is a day that everyone will attach great importance to and involves human behavior norms. As we all know, birthdays should be meaningful anyway, or eat a cake or a bowl of longevity noodles, otherwise they can't be called birthdays. Birthday is an inevitable choice in human collective thinking, and it has become a code of conduct that we should not violate in our subconscious. Once people are bound by the code of conduct, people's behavior will be controlled by it, and once consumer goods enter the category of human code of conduct, buying or consuming this product gives special significance. When an imported red wine is implanted into the social norms that must be drunk on birthdays, consumers will downplay their concern about the quality and price of the red wine itself, because this red wine has symbolic value. Once this strategy works, everyone will take the lead in thinking of Sauvignon Blanc wine in the future, and Sauvignon Blanc will inevitably become a rigid demand for birthdays together with cakes and candles. On the Mid-Autumn Festival in August, no matter where you are, you will symbolically eat a moon cake. Even restaurants that are open for business will give mooncakes at this day's dinner to show the restaurant's respect for the guests who are still eating out at this festival today. Similarly, on the 15th day of the first month, jiaozi in the shopping mall will definitely be out of stock. On this night, every household will symbolically eat a bowl of jiaozi, and the business restaurant will also give each guest a bowl of jiaozi to show their greetings to the Lantern Festival. Eating zongzi on Dragon Boat Festival is a tradition in Shanghai. Almost every household will buy reed leaves from the market and then wrap zongzi with glutinous rice. Generally, the stuffing inside is pork and red dates, and there are also white rice dumplings or red bean dumplings, which are eaten with sugar. Later, it was found that not only Shanghainese, but also people all over the country would eat zongzi on this day. The difference lies in the wrapping way and shape of zongzi. All of the above are actually a kind of normative behavior that the whole society is observing. It is not mandatory by law, but people voluntarily abide by it. For example, the Mid-Autumn Festival was originally a family reunion. If you wander alone, you will feel a little bleak, and a moon cake will make you feel warm. This is the power of social norms, which will constrain our behavior with an invisible force. Red wine can be made into birthday wine, incorporated into the social norms of "birthday" and become a prop of some ceremony. But birthdays are just one of the social norms. In fact, there are many kinds of social norms. With a little research and analysis, we will find more social norms suitable for marketing products. For example, caring for family members is not only a kind of affection, but also a social norm. If the marketing strategy of a product is designed as a prop and symbol of caring for family members, then the product will be given special significance, and its sales will naturally be joined by other forces. Using social norms to design marketing strategy, no matter which market your product enters, it will be a real market just needed. As long as the enterprise planner controls it well, all products and brands that enter the social norms will sell well for a long time, and there will be no competitors to compete with you after entering, because consumers usually can only accept one product that enters the social norms, and there will be no second choice. Can air purifiers use the power of social norms for marketing? Absolutely. If I do the marketing promotion of air purifiers, I will design such a marketing strategy: what will families lose if they don't buy air purifiers, or what kind of families don't have air purifiers and what kind of families are equipped with air purifiers? I believe that as long as this special label is effective, consumers will continue to buy air purifiers. However, not all products can be marketed through social norms. If you don't know enough about people's subconscious thinking, or have a shallow understanding of the role of human social norms, it is very likely to be counterproductive. Using social norms to market products is a hidden marketing force, and it is compulsory to accept, even to consume like the law, and the control skills are also very particular, and not everyone can plan it well. The power of social norms is very powerful, and we also feel this power from reading this chapter. But then again, marketing strategies can be constantly emerging through horizontal thinking innovation, in the final analysis, on the premise of doing a good job in product foundation. So the next strategy is the dream of every enterprise-creating new categories. I believe that the category effect of this tactic should be liked by many people. After all, it is a marketing method that can bring the greatest sweetness to enterprises. It is not easy to select 20 marketing secretaries and reply to 20 books on the official WeChat account "Brand Planning Linfen Head". Like+collect+share.