In our day-to-day marketing work, do you find such problems? : The advertisement is cast, the traffic is coming, but the transaction volume can't be raised? Or, it finally impressed consumers, but it turned out that it couldn't retain people, and the repurchase rate was pitifully low? Many SME brands suffer from marketing because of a lack of "consumer thinking".

Today, I won't talk about those advanced theories, nor will I sell them, but I will talk to you about what consumer thinking is, why it is so important in marketing, and how to use this thinking to really enter the hearts of users.

1. What is consumer thinking? Stop moving yourself!

The so-called consumer thinking is to put down the shelf of "I am the brand, I am the father of Party A", stand in the position of consumers, and see what they really want. To put it simply, don't be self-congratulatory, but really understand the other person.

Many of our companies like to say that their products are good, the technology is advanced, and the service is thoughtful, but you have to ask: are these really what consumers care about? When consumers buy your things, they care about "whether they are worth it", not "how professional you are".

Let's say you're making an eco-friendly cleaner, and you advertise "eco-certified" and "natural" every day, yes, these sound great, but when people go to the supermarket and pick it up, the real little theater in their minds is, "Is this thing good?" So much more expensive than traditional cleaners, is the cleaning effect good? "Consumers don't just pay for your eco-friendly ideas, they only pay for their actual problems.

The core of consumer thinking is to make consumers feel that you really understand him and can solve his pain points, rather than making yourself live well in the PPT of the marketing plan.

Second, what is the difference between consumer thinking and traditional marketing thinking?

1. Tradition: I am the Lord; Consumer thinking: user-oriented

The conventional wisdom is this: I have a product, I think it's awesome, and I try my best to tell you it's awesome! The problem is, consumers simply don't have time to brag with you.

Consumer thinking is different, it is "I study your needs, your behavior habits, your emotions, and then stuff the value of my product into the gap of your needs." ”

For example, to promote an instant coffee, traditional marketing will emphasize "ultra-advanced technology, comparable to freshly ground taste", but the consumer's focus will be: when you are trapped as a dog, will the coffee brew fast and the refreshing effect is good? That's where the grip comes in!

2. Tradition: indiscriminate bombing; Consumer thinking: precise and efficient

In the traditional mode, we think that if we put enough money and shout loudly enough, we can win. But now, the amount of information of users has long been overloaded, and there is no shortage of ads, only content that can touch the heart.

Consumer thinking pays more attention to seizing the minds of users: for example, Li Ning's "Made in China" is smart in that it does not tell you how good the product is, but directly hits the cultural feelings of Chinese people towards domestic brands.

3. Three key moves of consumer thinking, you can win by grasping these

1. Insight into consumers: Users want more than just products, but emotional satisfaction

Insight into consumers is not only to ask them what products they like, but also to understand: what are the emotional motivations of users when buying something?

For example, why can Heytea cause madness among young people? On the surface, it's just a cup of milk tea, but in reality, it's selling a kind of "trendy hashtag" and "social currency". Buying a cup of milk tea, taking a photo, and posting on Moments, what people spend money on is actually their superiority in the social circle.

Consumers may not pay for it entirely because of the product features, but because of emotional resonance.

2. Respect the path to purchase: Recognize → interests→ impulsively → deal, and design every step well

Consumers buy things step by step, and if you want people to pay for it, it's useless for you to just advertise. You have to follow this path to figure out every step:

Cognition: Where do consumers hear your name? Is it an advertisement on Douyin? Or was it recommended by a friend?

Interest:After hearing you, why are people willing to continue to understand? Is it because of a certain story, a certain emotion?

Impulsive: Are there any giveaways? , discounts, limited-time spikes are tempted to urge him to place an order?

Closing: As a final step, is your buying process simple and user-friendly?

For example, when Hollyland was promoting Douyin, it designed a popular dessert "Semi-cooked Cheese", which directly attracted attention through the minimalist and crit short video content, knowing the "delicious and cost-effective" needs that users like. This is called making good use of path thinking.

3. Let users remember and fall in love with you: emotional resonance + long-term memory go hand in hand

Now, brand development is not only about selling services, but also about making consumers feel that "this brand understands me". How? Rely on emotional resonance and long-term memory.

Emotional resonance: Speak in the voice of a consumer

What do young people like? Nonsensical, humorous, trendy memes, don't like to preach. In the marketing copy of some brands, young consumers sighed when they saw it, "me!" "This feeling is resonance.

For example, Jiang Xiaobai's copywriting - "Life is not easy, drink some wine." In a simple sentence, every word hit the tired mood of the workers, and it was warm.

Long-term memory: Give the brand a unique signature memory point

You need to be able to "remember" you in order to earn long-term loyalty. Like Nongfu Spring, it has repeatedly shaped the brand perception of "natural water source"; Another example is Luzhou Laojiao "National Cellar 1573", a cultural story of Luzhou Wine Cellar gives the brand a sense of precipitation.

Fourth, if you want to play with consumer thinking, these 5 things must be implemented

1. Gain insights into users with data

WeChat index, Baidu index, Douyin hot list, these tools are used to study user behavior trends. Don't believe what you think, trust the data.

2. Scenario-based thinking, helping users outline the scenario of "using your product".

For example, you build a massage chair and tell consumers that high-tech chips are actually of limited significance. If you shoot a video with the scene of "Mom and Dad's little luck with sore joints", it immediately stimulates the emotional identification of potential users.

3. Strengthen emotional bonding

Advertising should not only "push products", but also "human words". For example, children's milk powder brands can describe the experience of a busy mother and the warm moment when the child is happy to drink milk, which is more impressive than talking about formula technology.

4. Hurry! Hotspot response speed is everything

For a national carnival node like Double 11, it is best for brands to guard and seize the minds of users first. The quicker the response, the more impressive the user will be.

5. Continuously optimize the closed loop of user feedback

Even if it's a small detail, listening carefully and fixing it quickly can win a brand more than you can imagine. At the same time, from the user's complaints, the next marketing breakthrough point may be dug up.

Fifth, the ultimate goal of consumer thinking: to seize the user's mind, earn stable trust!

If you understand the essence of consumer thinking, you will find that marketing is not about making you try to shout "I'm the best", but about making users take the initiative to feel "Wow, it knows me best!" ”

Small and medium-sized brands may not have the budget of large enterprises, but making good use of consumer thinking and truly entering the hearts of users is a shortcut for you to surpass your peers. Don't worry about product features, think more about the story and mentality of consumers; Don't be obsessed with data growth, ask users why they choose you.

At the end of the day, who are consumers willing to pay for? Willing to pay for "people who know me". It doesn't matter if you go down this path, but it's the way to go.