For example, if you want to go to a restaurant, you can call it a contact from the online search to the store-shopping-entering consumption-leaving. Sight, hearing, smell, touch, taste and other five senses are all contacts.

Pre-purchase audience

Pre-purchase audience, then how to deploy contacts to make the arrival rate of advertisements higher and stimulate consumers' desire to buy?

the audience has two characteristics: confusion+forgetting.

Confusion

At this time, the consumer doesn't have a clear consumption purpose, he doesn't know what to buy by brushing Taobao, or what to take out when he is hungry. At this time, the first characteristic is confusion, so to wake him up from confusion, he needs to be stimulated and made to respond. Awakening the audience from confusion is the first essence of communication.

The common stimulus to consumers can be divided into two categories:

The first category is internal: for example, hunger, thirst, rising to a critical level will form its own driving force. For example, the demand is stimulated when the take-out has not been ordered by 12 noon.

the second category is external: when a friend buys a car, he is envious and wants to buy one. Even when some women see breast enhancement advertisements and see that they are ready to move, they will also have the desire to buy, which is the demand formed by external stimuli.

consumers will pay attention selectively:

For example, we will see the big Logo "M" of McDonald's on the road, or KFC and some other terminal restaurants have a very obvious logo, which makes you have to take a look at it on the road. This is what we often call rape vision, which you can't avoid.