Case 1: targeting women in business.
The motto of Jewish business is "aim at women in business", which has been recognized and noticed by many businessmen. They believe that if consumers are the "gods" of enterprises, then female consumers are more active protagonists, and they control at least three-quarters of the purchasing power in real life (including most of the consumption needed by women, children and families, and even many male consumer goods depend on women). Therefore, fully grasping and skillfully using the psychological characteristics of female consumption, actively attracting and successfully inducing female consumption, should attract the attention of enterprise marketers. In the practice of management, some people have summed up ten wonderful measures to guide women's consumption psychology.
1. Encourage the creativity of women. Most women believe that shopping and keeping the family comfortable and orderly are the greatest creativity and pride, and the yearning for creativity is one of the main motivations for women to shop. Therefore, we should seize the opportunity to guide their creative desire according to different occupations, ages, family conditions, hobbies and other aspects, thus triggering their desire to buy.
2. With the help of the magic of women's "fantasy". Based on an embarrassing sense of reality, women like to fantasize based on their real life, and often regard fantasy as an integral part of reality. Therefore, it is very easy for women to skillfully use their unique incomplete fantasies, so that they can leave room for their imagination everywhere and meet the needs of both fantasy and practical value.
3. Encourage women to "think" with their fingertips. Women's sense of touch is far more developed than their vision, so they must rely on their sense of touch to a considerable extent when making decisions. In department stores, female buyers will definitely ask for goods, and they may decide whether to buy after actual contact. In other words, women not only think with their brains, but also "think" with their fingertips. Therefore, for those women who are hesitant when shopping, it will be much better to touch them with their own hands.
4. Help women narrow down their choices. When women shop, they don't like to force sales with only one product. However, advising them to choose the best among many will only increase the difficulty of their choice. It can be seen that the most effective way to promote women's shopping is to let them participate in the decision-making process, set up a situation that makes them feel "discerning heroes", narrow the shopping scope and break their dreams, so as to achieve the purpose of promotion.
5. Stimulate the desire to buy with the feeling of being rejected. Women's herd mentality is particularly strong, and they are very afraid that they are among the "exceptions". They often give up the freedom of choice and are willing to turn around in the "conformity quagmire". Therefore, we should make proper use of women's fear of being rejected by the public, and actively induce women's shopping intentions and put them into action.
6. Let vain women have "uniqueness". They often have a "unique" consciousness of "being the only one" in their hearts, and often wish they were "another self". Therefore, when selling goods to them, if we can provide the temptation of "being the only one" that most women yearn for, it will make them feel happy that I am the only one selected, which will not only make them get what they want, but also make them brag to their peers and receive free advertisements.
7. Don't tear off the cover of this book. A woman is a book whose content is far from the cover. In order to keep up with the trend, they are likely to show opinions (covers) that are contrary to their real ideas (contents). Therefore, we must first accept their opinionated opinions through the fog of hypocrisy, give them a "face", and then launch an offensive against their real intentions, in order to hope to find out the hidden real intentions.
8. Dispel women's troubles with praise. Women not only want to give people a perfect image, but also try their best to look perfect, which makes them most afraid of being exposed by others. For obese women, "fat" is absolutely taboo. Therefore, the clerk should try to appreciate her high-end watches, chic earrings, novel clothes and other features that are irrelevant but pleasing to women. After creating a good atmosphere, it is easy to get twice the result with half the effort.
9. "admire" a woman's little knowledge. Women are especially intolerant of accusations from others. A slight offense will make them "fly into a rage" in an instant. In dealing with such a woman, we must never reveal our cards. We should treat them patiently as well-informed people, so that their self-esteem can be satisfied and they can accept opinions gladly.
10. Promote sales with authoritative opinions. To guide women to buy goods, marketers need to comprehensively use emotional arousal and rational appeal, and enthusiastically cite many convincing concrete examples to show immediate results; It is undoubtedly the most effective way to move out those authoritative people who are well known to women.
Case 2: A senior apartment developed by Hyatt and Marriott.
With the gradual increase in the number of elderly people in the United States, businesses are paying more and more attention to this diverse subculture group. Many businesses are trying to study the needs of the elderly and develop related products. For example, Marriott and Hyatt Regency are both committed to developing retirement community products for the elderly market. Retirement communities provide retirement apartments, various services and life care. There are independent living units of different sizes in the apartment, which hold various social entertainment activities, including domestic service, catering service and medical care service at different levels in the community, including all-round home care service for some people.
The community for the aged is a huge potential market. By the year 2000, more than 30 million Americans will be over 65. But it is wrong to think that everyone over the age of 65 will be potential customers of the retirement community. Most of the main customers are under 80 years old. Similarly, it is incorrect to think that many elderly people are weak and need to be taken care of (only 5% of American elderly people over 65 are sent to social pension institutions). Contrary to popular belief, not all elderly people are lonely, and many people have partners (estimated to exceed 8.3 billion by 2000). This mature market will be extremely diverse, and only people over the age of 85 have considerable commonalities. Therefore, marketers must seriously study the subculture group of the elderly.
The lifestyle of the elderly after retirement is completely different. Some people like to live with their families, some like apartments, and some like to own their own houses and share apartments in public courtyards. Some people like to live in the community, participate in social interaction and enjoy recreational activities, while others like to be alone and independent.
Hyatt and Marriott conducted detailed research to understand these needs of the elderly by selecting target groups and conducting telephone and written surveys. One of the research results divides the sub-cultural group of the elderly into three sub-cultural groups: "energetic" (65-75 years old, people of this age will still engage in tourism, golf and other activities) and "not very energetic" (over 75 years old, although still energetic, but rarely leave home for a long trip in daily activities). The main target customers of "lifeless" (elderly people who rarely participate in various activities) retirement communities are "less energetic" elderly people. Older people of "energetic" age will be potential customers in 10 years. The elderly in the "inactive" age group are potential customers of various levels of home care services.
In the past, the marketing methods of retirement community-related services were quite simple, limited to fancy color brochures and advertisements published in newspapers and magazines. Previous studies usually focused on simple demographic analysis of age, income and market competition. Therefore, many marketers do not really understand the market of the elderly and their views on their own needs.
There is a perception and cognition problem in the process of community marketing for retirees. Usually the first reaction of customers is "I don't need it yet". Most elderly people want to live in their own homes and remain independent until this becomes impossible. Encouraging consumers to pay to become members of the retirement community will inevitably make them aware of those hard-to-face realities (the inevitability of death and the gradual decline of health). This is not easy for most people. In fact, many elderly people, especially those who are richer, often think that they are younger than their actual age and healthier than their actual physical condition.
Marriott launched the first batch of two high-rise retirement apartments (350-400) on 1988. Villa-style Jefferson Retirement Community was officially launched on 1992, with swimming pool, maid service, gym and 24-hour catering service, and panic button in every bathroom and bedroom. The first floor provides skilled nursing services, and the other floor provides services for the elderly who need other kinds of help (such as helping them dress), without nursing.
A famous industry consultant believes that the most effective marketing method of retirement community is email advertising. Operators can send postcards to potential customers every month, invite them to participate in certain activities, send letters to promote certain services, send business newsletters issued by the company, introduce life in retirement communities, and even send dessert recipes.
Marriott successfully implemented this method of direct mailing of publicity materials to arouse people's interest before the Jefferson retiree community was built. They sent brochures and related information to 45,000 wealthy elderly people in the Washington area. After paying a deposit of $65,438+$0,000 in advance, customers can reserve a suite with a value of $65,438+$0,000,000 to $260,000 in this unfinished luxury building. This promotion method of mailing promotional materials has brought an unusual 4% feedback rate (2%-3% is already a good ratio).
In the next few years, Marriott plans to spend $65.438+00 billion to develop and build 654.38+050 retirement communities similar to Jefferson apartments across the country. In each community, most units are suitable for residents to live independently, but residents can also choose to receive nursing services or other special services. Marriott also plans to build another 65,438+000 apartments, which will provide only two lifestyles-semi-independent, semi-assisted and complete care.
Hyatt developed a classic retirement home in 1990. The apartments in the community are all above the middle level, providing a set of related services for the elderly. Hyatt's initial market survey shows that the initial reaction of the elderly to the retiree community is quite negative. Even those elderly people who live in big cities and have been exposed to this service will equate it with a frightening private sanatorium. In view of this, Hyatt emphasized the "active lifestyle" there in marketing promotion, not just "taking care of the rest of your life".
Hyatt also found that many elderly people suspect that retirement communities are expensive, and they will definitely spend all their life savings to live in such communities. Therefore, Hyatt's marketers compare the expenses of the elderly at home with those of living in the community. Most people don't know the cost of living at home, and this comparison can have some influence on their idea that I don't need this kind of community yet. Marriott has also discovered this phenomenon and is trying new pricing methods, including reducing the down payment and increasing the monthly fee or monthly payment, so that elderly customers can not spend too much savings.
Finally, Marriott and Hyatt designed many other marketing strategies. In their promotion activities, they held some seminars on retirement living arrangements, health problems and consumer motivation analysis. Open day customers visit and hold some entertainment activities to attract customers. When necessary, adopt some incentive measures to urge potential customers to make a final decision, such as exemption from paying rent for several months, paying moving expenses, free interior decoration design scheme, free vacation, etc.
In short, the design of successful retiree community service projects and marketing strategies is mainly to listen carefully and deeply understand the needs and interests of potential customers. The needs of many elderly customers are very clear, and this conclusion can be drawn through their reactions to some marketing strategies used to promote other commercial services.