Introduction to situational marketing
Situational marketing is to achieve the purpose of marketing with the dialogue of the soul and the experience of life scenes. The basic assumption of situational marketing is that consumers are somewhere in their daily lives. A similar moment? It is easier to accept the same publicity, regardless of their age, gender, income, etc. This contradicts the traditional market theory. In life? A similar moment? You mean in a similar place? For example, the subway on a hot summer day, or the boring time in a music store or an airport.
The process of situational marketing
Situational marketing needs to make a good analysis of consumption motivation, and then grasp the four main opportunities: customers entering the store, introducing products, in-depth communication and customers leaving, in order to maximize the effect of situational marketing.
1. When customers enter the store and are attracted by products, salespeople should organically connect customers with products to stimulate customers' imagination.
2. When introducing products, salespeople should focus on the brand value, so that consumers can form an intuitive and profound impression on the brand.
3, communication should be combined with the customer's personal situation. Say to the lady who wants to buy a diamond ring to get married: At the wedding, when he wears this Tesiro psychic ring on you in front of everyone, it means that you have a commitment to be together for life? .
When the customer wants to leave, the salesperson should seize the last chance and express his blessing.
Application of Situational Marketing
1. What should situational marketing be based on? Psychological experience? As the core. Customers not only consume the goods themselves, but also hope to express and convey some meaning and information by means of consumption behavior. Generally speaking, what customers 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, gradually stimulate the imagination of customers. Customers have collected a lot of information about brand influence and after-sales service 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. ? What salespeople need to pay special attention to is to stimulate the imagination of customers' inner world and their desire to buy.
3. What are the essentials of situational marketing? Different from person to person? . No scene description can make every customer like it. Therefore, whether you know the customer's situation and mood determines the success of situational marketing.
Advantages of situational marketing
Pass? Situational marketing? Not only can it attract consumers' attention and release their subconscious inner needs, but it can also reduce consumers' demand for goods from? Need? Push at the level? Want it? At the level. ? Need? Is it a more rational demand, and? Want it? This is a more emotional demand. Do you want it in the actual sales process? Than? Need? Can arouse the desire of consumers, and finally urge consumers to buy goods on the spot.
Let consumers firmly focus on a commodity, and even let consumers have relevant imagination. Consumers will imagine the wonderful experience brought by using this product and be deeply attracted by this wonderful experience. Need? The level has risen to? Want it? Level, if you want to support such a beautiful experience, you can only buy this product, which in turn triggers consumers' desire to buy until consumers make a purchase action. And this kind of pass? Situational marketing? Stimulating consumer demand is more difficult for other sales tools to achieve.
Situational marketing is different from the traditional model. In the process of sales, operators combine goods with scene layout to impress consumers, achieve marketing purposes and let consumers learn from them. Shopping with confidence? Rise to? Is shopping comfortable? .
Matters needing attention in situational marketing
Different marketing methods will directly lead to different results. The reasons are different, but it is undeniable that different strategies of situational marketing will inevitably affect the relationship between salespeople and customers. As a new marketing method, situational marketing has attracted more and more attention from the industry.
Example: Xiao Li, a marketer, visited a customer as usual. It is said that this customer is Xiao Li's related household and should be easy to communicate with. That morning, the customer was punished by the regulatory authorities because of product quality problems, and he was in a very bad mood. When Xiao Li visited in the afternoon, no matter how Xiao Li communicated, the customer refused and finally had to give up. After discovering the problem, Xiao Li continued to visit after the customer commendation meeting and quickly reached an agreement with the customer. This is a typical successful case of situational marketing.