"Everything happens for a reason", and there are ways to win the hearts of consumers through marketing. Here are six ways to hit consumers' hearts directly. Take them away.
1 the first form of marketing psychology: small goal strategy
This strategy is necessary in restaurant marketing. For example, a restaurant that is very popular in other regions opened its first store in Beijing. Even if it is famous and has a good reputation, it is difficult for Beijingers to have a concept of this new brand.
In this case, the customer's first reaction is: I haven't heard of this brand, I'm not sure if it's delicious, wait and see; What's the price of this shop? Can it match my consumption level? What is there to eat in this shop? Should I go to the old shop in the alley for dinner?
If you want your customers to know you, you need to do it step by step. This requires "small steps" from the beginning, that is, contacting customers from some small points.
Psychologists have done an experiment: two groups of people cut wheat, group A cut it from the east, group B cut it from the west, and put a red flag in the middle to see who cut it first. The only difference is that there is a green flag as a small target every three meters in front of Group A, while Group B doesn't.
As expected, Group A won the game.
Setting small goals is an effective way to achieve big goals.
Therefore, many restaurants display new products at the door, promote retail products through market activities, and establish contacts with customers through other platforms or channels, and gradually narrow the distance between them through these small contacts.
The fission of Luckin Coffee has a similar effect.
Why do people seem to change from Starbucks green cup to Ruixing blue cup overnight? Ruixing, which appears around you and spreads the most, marketing is the news of giving away a cup for free in a circle of friends, elevators and other places. Fission marketing is quietly going on, and people's habits have begun to turn through a small cup of free coffee delivered to their homes.
Psychologically, people are generally reluctant to accept more difficult demands because it is difficult to achieve. But if you cut a big goal into several small goals, it will feel easier to achieve. arouse
In the process of letting customers know and accept the brand, if you want to build trust with each other, you can start to contact with some small moves, small products and small entrances. Once they take the first step, they will gradually get used to and rely on the brand, resulting in stickiness. 2 marketing psychology, the second: tagged customer base
Brand positioning is closely related to the following marketing strategies. Catering brands pay more and more attention to brand positioning and establish portraits of target customers, such as white-collar workers and women aged 25-38.
However, in the face of customer groups, we need a more labeled setting to attract a certain kind of more accurate people. For example, Ms. Diaosi, fitness enthusiast, literary youth, forager, chicken fan, single aristocrat, Phoenix man and so on.
Only such labels can attract customers' attention. People are attracted by labels. Even many people will try to integrate and change themselves because they yearn for such a label type.
For example, if you go to an exquisite place frequented by business people in Fung Wong-Nui, customers will be infected, experience and enjoy the exquisiteness of life, and you will also enhance your confidence and set a goal of hard work.
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The environmental atmosphere brought by labels can bring good feelings to customers subconsciously, and will gradually give the brand a tonality and gather a complete circle, and then this circle will infect more people.
3 marketing psychology, the third kind: expected effect
I don't know if you have such an experience. A friend around you fried the food in one place. After you went, you felt that it was far worse than you thought. Or you can see that a restaurant introduced by the official WeChat account is particularly beautiful and the products are particularly attractive, but after going, it is simply a comparison between the seller's show and the buyer's show. But in fact, are these stores really that bad?
No contrast, no harm. As expected, customers have a subconscious level hint about the products and the store itself, and have already positioned and predicted it, so when they really arrive at the store, they will compare it with the baseline in their hearts.
Foreigners did an interesting experiment. They put the same coffee in two different containers, and it is generally believed that the coffee in the high-end container tastes better. This is actually a psychological suggestion.
Another example is the fresh fragrance of the new brand of the domestic flower house group. In the process of running this creative western restaurant, they found some interesting phenomena:
Customers generally believe that Michelin-starred chefs should be foreigners, and it is not authentic to promote Michelin chefs in China. If the dishes in the restaurant are creative western food and Hunan food, people who want to eat authentic Hunan food or authentic western food will taste the dishes with an inherent impression and feel that they are not authentic; And if it's just a fusion dish, everyone feels very good after tasting it.
It is expected to affect people's judgment on products. Of course, the premise is that the product must be good, otherwise, this will happen.
In one case, the service is high-grade and the display is exquisite, but the taste of the product is too general, which will lead to a sense of loss. I feel that such taste is not worthy of such exquisite service and production.
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Guiding customers to come can be promoted, but excessive marketing should be avoided, otherwise the higher the expectations brought by customers, the greater the disappointment. It is best to practice your internal strength before publicity, otherwise it can only be the consumption of internal resources rather than marketing.
4 the fourth form of marketing psychology: the principle of social identity
The principle of social identity is actually the so-called conformity psychology.
People have the habit of correcting their own choices by referring to the choices of people around them. This is why many times the minority will obey the majority.
For example, most diners choose to eat in shopping malls. There are many people in front of a restaurant, but there are almost no people around. Most people will have a psychological hint: the next one is probably not delicious.
Therefore, in order to let more people choose themselves, in addition to the old methods such as queuing and commenting, many restaurants now choose to "attract" customers through short video platforms such as Tik Tok and A Auto Fast.
Correspondingly, there are food KOL, food network red and so on. These people often live the life that most people yearn for, even if it is not true, at least online. Under their guidance, consumers follow their footsteps to find their favorite restaurants.
Of course, if the restaurant and opinion leaders are in harmony, it will undoubtedly be more convincing.
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"People echo each other" can be used, and the catering industry is also the industry that needs word-of-mouth communication most, because it is a sense of all-round experience of the senses. Learn to let at least a few people agree with you first, and then gradually expand the brand reputation.
5 marketing psychology the fifth kind: customer decision-making psychology
Too few choices will make consumers lose their freshness and it is difficult to produce satisfaction. And too many choices are not necessarily a good thing.
When customers order food in restaurants, the most common sentence is: Do you have any recommendations?
Faced with a few pages of menus, customers can't figure out the main products of the restaurant, and they can't figure out which products the restaurant is best at, which is very troublesome. No one wants to spend half an hour ordering food before spending an hour eating.
Too many choices and too much thinking will burden customers.
A psychological experiment has been done abroad: consumers are given a high chance to try jam, and at the same time, everyone is given a discount coupon to buy jam at a price lower than the market price. One group has 6 kinds of jam, and the other group has 24 kinds of jam.
The experimental results show that 30% of consumers who try to eat jam choose to buy it in the group that provides 6 kinds of jam. In the group that provided 24 kinds of jam, only 3% people finally chose to buy it.
From this, we can draw a conclusion that low decision-making cost can bring high transaction rate.
Choice is painful, and less choice means lower decision-making cost. In the process of selling retail goods such as food, it is recommended not to give consumers multiple-choice questions.
Taking hot pot as an example, Haidilao has transformed from the earliest service into a fun social attribute, which is their label; Banu suggested that hairy belly mushroom soup is their characteristic; Take a sip and feed a small hot pot with high cost performance; Nine pots of pickled fish can be drunk at the bottom.
By refining the highlights of differentiation, consumers may contact the brand because of this product and eventually contact other products. But if there are all kinds of ingredients in front of them, and they don't realize the differences, they won't make choices according to their preferences and feelings all the time.
That is to say, when we make choices, especially when we choose more than three products, we usually don't choose the most expensive or cheapest products, but choose products that meet the cost requirements and meet the basic needs. Therefore, restaurants need to find ways to highlight this product that meets certain conditions.
For example, some restaurants want to promote the 328 yuan package of steak products, so they make cheap steak packages and expensive steak packages with low cost performance for this package, and then actively guide customers to choose this main product according to their psychology.
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It is difficult to influence customers' choice. How to make the customer make the choice you want to guide him to make and make him feel that he did it? This kind of psychological marketing is worth studying.
6 Marketing Psychology Type 6: Never start from scratch
After eating, it is often necessary to retain customers through some small benefits or discounts, so that they may continue to the store.
For example, many tea shops will take the preferential measures of giving away 10/cup of milk tea to attract customers to come back next time, and the first cup of milk tea is not only covered with 1 chapter, but two or three cups at a time, so that customers feel very close to the set of 1 0 chapter, which will be more motivated.
The same is true of discounts or coupons, which must be closer to the price paid by customers in order to stimulate customers' actions.
Many restaurants are also applying this psychological principle. For example, there will be no two members, and the minimum fee is 1000 yuan. If the customer spends three or four hundred yuan for the first time, the waiter will remind him that he can apply for membership by recharging 1000 yuan, not only can he get three discounts or food stamps, but he can also enjoy cost-effective dishes at the membership price.
From the customer's point of view, the consumption of three or four hundred yuan is very close to the recharge price of 1000 yuan. At most, it is a matter of eating one or two more meals. I am satisfied with the dishes in all aspects and will definitely come again. In this case, it is definitely more cost-effective to recharge with so many discounts.
Holiland has also adopted such a membership card recharge mode. The sales of low-priced membership cards in 300 yuan are quite high, because customers usually buy 40-50 yuan, plus the products with the actual sales value of 40-50 yuan, the total value accounts for one third of the recharge amount, which makes customers feel that the recharge amount can be consumed in a short time, the goal is easy to achieve, and they can enjoy preferential treatment, so they will naturally choose to handle it.