Wrong strategy: the 21st century "marketing"

Keyword: marketing fast marketing marketing strategy wrong policy

"Fast company" and "fast brand" is the only occurs in the 21st century, but the concept is not only appeared in the 21st century. On the "wrong" with the company's rapid growth, I am reminded of a story. Marketing "advertising · Pope" David Ogilvy on once to Rolls Royce worked as an advertising: "at a speed of 60 miles, new Rolls Royce car maximum noise from the car's electronic clock". This sentence handed down from generations of classical advertisement make countless heroes homage. Of course, I'm sure there are a lot of people still have not seen the truth of this advertisement. In fact, this is not all of the facts. See the ads, we naturally feel Rolls Royce car it's very quiet. Because we have always believed that only in very quiet surroundings you can hear the heart of the clock's voice, naturally put this "quiet" was attached to the Rolls Royce, coupled with the Rolls Royce of Acura car, which we feel are stamped with a seal. In fact, this advertisement to do in the first half of the 20th century: at that time, how can the Royces technology has as now stands alone? why 60 miles per hour is also worth mentioning? a bit at Rolls Royce senior engineer saw the ad, saying what the "secret" after: "is this a good fix the damn electronic clock, the noise is too big, it's tougher. "This is the Rolls Royce car advertising behind the truth — not the car is good, but the" wrong ". The "wrong" is to quickly gain a foothold in the market. Will not be in competition with the "wrong", determines the company's development prospects — because real "fast" is not to speed, but in the direction.

"Consumers satisfied with" dislocation that consumers have the wrong impression as the fact that advertising game "moonlightchest" Hopkins "prior occupancy rights", Rother ·-Reeves "USP", is established in the consumer on the basis of illusion, the famous "Heineken nourishing" beer ads: "our bottles are genuine steam cleaned" gives a false impression: other beer are not steam cleaned. Robust pure water "purification" 27 floors, giving the impression that the level of pure water maybe two or three layers only purification. The mystery of the "tricks" is to absolutely true to the audience the illusion of absolute. But this is only propagated "dislocation" surface phenomena, in this context keyword is "consumer satisfaction". "Consumer satisfaction" is the center of modern marketing, many companies are pursuing "consumer satisfaction," but how can you be satisfied with "consumers"? I believe that many companies don't really know, this is why many companies often flaunted their product or service meets or complies with certain "standard" or "Star". In fact, the "consumer satisfaction" is a dynamic concept, not a rigid standards. Marketing consumer satisfaction is the real mystery, "reality" of products higher than expected "customer", the more the more consumers will think "cost-effective" buying behavior for him, the more "enjoyable", the more his nature. "Consumers satisfied with" refers to the consumer a product of "psychological preset" and the product of the "actual situation" and the degree of mismatch between the "." For example, in the United States, tap water from the water has reached drinking water standards, many United States people are drinking directly, but in the United States by Chinese people seldom directly drinking tap water, but rather to the boil and then drink it. This is because in our hearts, tap water is not directly drink, our drinking water standard of the "expectations" to much higher than tap water, therefore, regardless of the actual United States standards for tap water, as long as it is from the faucet flow out, we think that this is not directly drinking "water". In China, consumers generally lack the brand loyalty, not willing to unconditional loyalty to a brand, we are more flexible, more realistic, therefore, a brand is the consumer's mind, positioning is not enough because, on the Chinese market and consumers, the enterprise efforts to establish a "branded" can only become customer expectations "of", on this basis will also need to provide the "wrong" to go beyond this kind of "psychological" products expected "reality" can greatly increase the chance of sales. Therefore, real insight into the "wrong policy" businesses will first try to create a lower expectations of customers "and" to provide a higher reality "products" in order to meet consumers get more "customer value". In this sense, the "wrong" is the enterprise quickly and effectively in occupies a position in the minds of consumers of important tools.