At present, the homogenization of the design and manufacture of furniture products is serious, and the furniture marketing methods are also facing homogenization problems.
Homogeneous marketing campaigns have made consumers “insensitiveâ€. If furniture marketing only considers how to maximize the benefits from the perspective of the merchants and fails to consider the diversification of marketing methods from the mind and consumption experience of consumers to achieve the ultimate in experience, then marketing will be difficult to achieve the desired results.
How to effectively stimulate consumer hormones through combined marketing means is a topic that our furniture marketers need to constantly think about and summarize.
(one)
We know that, in terms of consumption related to life and fashion, we need to design various interactive experience marketing that touches their hearts and minds according to the psychology and mood of consumers, so as to achieve the effect of the brand deeply embedded in consumer awareness.
With the continuous improvement of people's living standards, everyone's demand for delicate and meticulous service and spiritual enjoyment and resonance is getting higher and higher. The materialized consumption experience can no longer satisfy people's demand for shopping, and the mind can be moved to truly consumers. Form an effective brand power in the heart.
The process of consumer purchase is a process of loving the brand on a certain level, and the chemical reaction with the brand is the king of marketing.
In our real life, the singing of the singer is a very good marketing process. Their stage effects, special effects and lighting effects, including dynamic sound effects, singer costumes and stage performances, can completely stimulate the hormones of listeners and fans, thus producing more chasing stars, which is the power of the singer brand.
From the perspective of interactive experience, tourism is an interactive and engaging consumer behavior. The beautiful picture, local folk customs and thoughtful service will make consumers feel the joy and spiritual enjoyment brought by the field. Consumers remember this tourist destination. Promote the next time you will come or recommend to a friend to achieve the brand effect of the tourist destination.
(two)
For the traditional consumption of traditional furniture, how can we achieve the same marketing effect?
We can look at the current fashion marketing approach from the traditional marketing ideas and the Internet thinking, from two dimensions to analyze how to effectively stimulate consumer hormones, thereby achieving sales, and building brand reputation, forming a brand effect.
For the furniture industry, it is still a durable consumer goods in China, but those who do not have new home decoration and furniture replacement upgrades will not pay special attention to furniture brands. Up to now, China's furniture industry has not yet produced consumer brands but only industry brands.
There is a serious information asymmetry between industry professionals and consumers, which means that information that is familiar in the industry is not recognized by consumers. In order to achieve consumer recognition and purchase, we must make an article on the marketing methods of furniture stores:
First of all, we need to work hard on the hardware, that is, the atmosphere and display of the store is very important.
No matter what style of furniture, what we need to do is a promising mood. This is different from consumers in foreign markets. European and American consumers pay attention to the product itself, and can achieve the effect that the product itself can speak through inaction. In China, we need to create a meaningful mood, through the integration of different elements, multi-level light and dark lighting effects, and at the same time The most important thing is the performance of the furniture space. It must reflect the fullness and layering of the space. At the same time, there must be no feeling of depression and bluntness. At the same time, the product display needs to be completely separated according to the unit's echo and style. Buying furniture is to buy the whole atmosphere to go home, in the same vein, to reflect the stereoscopic picture, to generate the first life association, to achieve the purpose of attracting consumers in the first step;
Second, we need unique and detailed marketing techniques.
This is more reflected in the meticulous and unique aspects of the service. The sales method is special, the impression left by the consumers is more profound. In the case of the furniture store brand, you are more likely to let consumers remember you, thus remembering your brand, generating trust, and then re-energizing more effectively. Consumption of hormones can be very helpful in generating purchases.
I have experienced an unforgettable service in the furniture store. A brand with a strong sense of design and excellent craftsmanship has made the author more memorable from the storefront display to the space design. The most memorable thing is that there is a special area in the store with delicate tea sets, and the store has a touch of fragrance. When you sit down, their furniture sales staff will give you a cup of tea and say that this is a special tea for you. Looking in the direction of her finger, I can see that there are specialists who use various ingredients to make tea. Drink a cup, scent, and feel the best tea in the world. The salesperson immediately explained that this was the result of continuous experimentation and the taste of the brewed tea was adjusted to the extreme.
I have been to many specialty stores in the store and have had a lot of tea, but it is the first experience to do this service. Since then, the style and service of this brand has been memorized, and I will recommend this brand to friends who buy furniture. Achieving the ultimate in a small service, this is a unique marketing approach that can also generate strong brand power and marketing power.
Third, we need more professional value-added services.
From this perspective, the most popular way is to provide consumers with an effective furniture matching solution, while providing a more systematic and complete solution in terms of hardwear and soft clothing. In this respect, the author does not recommend the use of professional software to provide value-added services to consumers. The author believes that there must be specialized designers to integrate hard-wearing and soft-packing elements. The matching with furniture must incorporate emotions and even feelings. The way of setting and expression needs to be planned and designed according to the experience and emotional appeals of consumers, in order to have flesh and blood and soul. Designers need to have a comprehensive understanding of the project, including the consumer's work experience and living environment. Industrialized service standards and unique demand satisfaction seem to be somewhat contradictory. In fact, the unity of the two can truly achieve efficiency and meet individual needs.
Fourth, we always need to have a culture of ingenuity to make products.
The product is touched by the extreme and reflects the ingenuity culture. Although many brands are currently unable to achieve the ultimate product and impress consumers, but the market must need to speak, one of the core elements of pleasing consumers is the performance of the product itself, and a furniture company will be from the beginning A product is used as the concept of the work, reflecting the ingenuity culture of the enterprise, and the final consumer will be touched, thus establishing a communication link between the enterprise and the consumer, and this invisible bridge is the ingenuity culture.
At the same time, we need to further improve the terminal marketing method from the following aspects: make up for the lack of visual experience and flat performance; achieve one-on-one service to achieve the perfect experience; brand sales people and spokespersons use different perspectives to establish communication differences with the charm of language In order to form a brand language symbol; to explore the taste experience so that consumers can create personalized labels on the brand, etc., these are the traditional marketing behaviors that need to be considered and applied.
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