A: Consumers' comprehensive experience of the functional attributes, brand culture, consumer interest and emotional interest of brand products.
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How to Strengthen the Perceived Quality of Brand
It is the dream of every brand to create a strong perceived quality for the brand. Because at that time, customers will turn a blind eye to many other similar brands, and will be single-minded and even paranoid that you are their best choice.
But today, many of our enterprises are facing such a problem: it is difficult to achieve their goals by relying on traditional media bombing and solidified public relations mode thinking.
Indeed, time waits for no one. It's time for us to rethink. Since the effect of casting a net all over the sky has little effect, do we need to consider finding the "critical moment" (critical contact point) in the customer's purchase decision-making process and focus our firepower on point-to-point communication to achieve our goal?
What is "perceived quality"? The usual explanation is: consumers' comprehensive experience of brand product functional attributes, brand culture, consumer interest in use, emotional interest and other factors.
So, how do consumers perceive it? Where will you feel the "perceptible quality"? This is the core issue that we will discuss below about using key contact points to convey brand perceived quality.
To answer the above questions, we should first answer an important question-how do customers get in touch with brands?
What is the actual customer experience at each touch point? What exactly does each contact point convey? Or, did we meet their expectations, or did we bring them a different experience than expected?
What resources do we allocate to each contact point? Do we spend too much money on communication with little influence, but too little on what customers think is important for their own experience? At the same time, do the allocated resources take care of the contact points that customers think are important?
Are there any expensive brand contacts that have a negative impact? If so, the company's investment in this contact point will not only waste money, but also drive customers away?
To answer the above series of questions, we need to carry out in-depth consumer insight and find the answer from the results of consumer insight-that is, which (or which) contact points customers think are most important to customers.
This is an unforgettable scene when I visited a real estate in Guangzhou in the summer of 2003. It's a family of three who come to see the house. The couple are in their early thirties, and their children are about 4 or 5 years old. Under the enthusiastic guidance of the sales consultant, the husband and wife looked satisfied after seeing the building. They have asked the sales consultant about the payment slip and other matters. At this time, the skipping child said, "Mom, there is no place to play." The mother patted her son on the head pretending to be angry and said, "Think about playing, be careful with that.". The child went on to say, "Yes, Mom, it's not fun here." The child's father looked at the child lovingly and asked the sales consultant:
"By the way, we haven't found many children's amusement facilities just now. What's wrong? " The sales consultant nodded regretfully and said, "These are all in our plan. In fact, there are some things to play now, and others will be built continuously. " At this point, the couple showed a suspicious look.
Obviously, in recent years, some dishonest developers have been exposed, using the land promised to build public facilities such as gardens and green spaces to build buildings, which makes it difficult for many customers like this couple to believe this late promise. At this time, the sales consultant was waiting to add something, but the family of three stopped talking about driving and left the property.
Why is this happening?
Although this property has really made some efforts in the residential environment, rockery, green space and running water are also good. However, the important contact point of these middle-class children's influence on their parents' purchase decision has not been underestimated.
You know, today's children are the treasures of the family. In recent years, many new terms "Little Sun" and "Little Emperor" have come into being because of them, which shows the status of these children in their families.
Most white-collar parents over the age of 30 were born in the late 1960s and mid-1970s. Focus on the development of IT high-tech industries, automobile manufacturing, real estate industry, consulting industry and financial industry, usually with relatively stable occupations and relatively rich economic income. However, it should be noted that a large part of them belong to modern immigrants, mainly from rural areas, and naturally enter the city to become white-collar workers after graduating from college.
Because they have a very deep memory of their poor childhood, this experience has even become a powerful driving force for many of them to fight for it. At the same time, there will be a potential psychological compensation for children. "Isn't it just to make money for children?" ? Do you still want children to be like us? "This is a common psychology. It can be seen that this property, known as a family of three and a family of four, ignores the appeal of the complete product to children, thus failing to convey very important information to customers at this critical contact point.
Another property shows us a case of successfully delivering "perceived quality" at the contact point through consumer insight.
You may be surprised if I tell you now that the sales of "Blessing New Village" are not from the building itself, but only from the contact points related to the "clubhouse". So, let's have a look!
To tell the truth, the house of "Blessing New Village" itself is not much different from the buildings all over the suburbs of Guangzhou. So the reality is that product homogeneity is an indisputable fact. But is this contact point important?
Through the insight of consumers, we will find a very important fact: the heavy pressure of work and life has become a reason why white-collar workers in modern cities are exhausted. Frequent coping with various pressures every day makes many of them show different levels of anxiety. It is the common mentality of white-collar workers to escape from the noise of the city and even the reality. "Work hard and have fun" is almost regarded as the motto of this group. This is also an important reason why many white-collar workers like go on road trip and are keen on backpacking.
However, their future careers and family planning doomed them to have no time to travel and play at any time. Obviously, the house itself is not their biggest concern. At this time, a psychological contact point that satisfies his "temporary escape" is presented.
Please pay attention! The key psychological contact point of customers has appeared-"temporary escape"!
As a result, "blessing" concentrated strong firepower at this contact point.
In praying, everything is pastoral, modern, urban, simple, natural and artificial. Doing pottery, watching movies, diving, fitness, beauty, cycling … these projects are all within the service scope of Qifu.
Tired of restaurants, I want to eat fresh vegetables when cooking on weekends. I can go to the farm to pick some myself, and I can also take the milk I just squeezed today to the brewery and tea gallery. After dinner, go out for a walk, or just stand on the balcony and watch the lake view, otherwise you will waste so many theme parks and good air. Even if there is unexpected business to deal with at the weekend, the "Blessing Club" provides all necessary business facilities, even the most important customers dare to bring them in. Obviously, this is an important bargaining chip for Qifu to attract white-collar workers.
Therefore, we can say that many white-collar workers who choose to buy a house in "Fuxin Village" value not only the property price that matches their income. The most important incentive for them to make a purchase decision is the lifestyle of "Blessing the New Village". It is the "perceived quality" conveyed by this contact point that makes the brand power of "Blessing New Village" very strong.
There are many similar cases.
Coca-Cola found through consumer insight that the products that consumers subconsciously think are "ubiquitous" indicate that this is a good product. Therefore, "frequent appearance" is regarded as an important contact point strategy, which makes customers naturally accept Coca-Cola as a strong brand. A president of Coca-Cola even said: If I find that there is a small village in the world without Coca-Cola, I will not be able to sleep.
Potty, a famous cosmetics store, found that the key contact point of spreading the brand appeal of "natural environmental protection" through advertising and sponsorship strategy is actually not the most important. Because customers think that this can not rule out the "show" component. They subconsciously want to get an experience in every store in Bertie. Bertie realized that this is the key contact point to spread "perceived quality".
From this, Bertie established that every store is a place where environmental advocates and customers who want to obtain natural environmental protection products get environmental protection information and experience environmental protection atmosphere. A large number of products about environmental protection and non-degradable packaging materials and the information of "plain face facing the sky" reflect each other, vividly conveying the "perceived quality" of Bertie brand.
To sum up, we can see that today, the "perceived quality" of the brand is not realized by the bombing of nuclear bombs.
An effective method has appeared in front of us, that is, through consumer insight, it is found that customers may think that there is only one or two brand contact points, but as long as you find out exactly where they are and concentrate your firepower on their peer-to-peer communication offensive, you can be ready to open your purse!