Note: brand customers can be divided into four categories: close friends, butterflies, barnacles and passer – by. Among these four types of customers, only close friends are suitable for entering the emotional framework and making the company pay more marketing costs.
– the synopsis –
At Christmas, your family is having dinner at your mother’s home. The children are in high spirits and your wife is very proud. You took out your wallet and said to your mother-in-law, “Mom, thank you very much for your dinner. How much do I owe you?” O wow… On New Year’s day, your family went to a fancy restaurant for a good time. Before going out of the restaurant, you told your boss that you enjoyed it and gave him a big, friendly hug, but he didn’t check out. Wow, wow… Oh, wow, wow, wow, wow, wow, wow, wow, O
In the first case, you have tarnished the emotional framework with money and could be swept away by your mother-in-law; in the second case, you ignore the economic framework and may be arrested.
Under the economic framework, we have a clear demarcation line, and there is no friendship: prices, bills, costs and profits. All should be counted. In the emotional framework, we are friendly, unbounded, humane society, and do not require immediate rewards.
Therefore, many companies expect to communicate with customers in the emotional framework, because the benefits of entering the emotional framework are obvious:
1. brand identity:
We are more tolerant under the emotional framework (it’s hard for your mom to do something wrong and you’re hard to hate her), which means that in the emotional framework, even if a business has a little mistake – for example, a wrong list, the defects in the product are easily forgiven. Under the cooperation of good service attitude, sometimes users will spontaneously maintain it.
The comment is very touching: baby baby, don’t spend money, we love you.
2. increase the re purchase:
For enterprises with multi frequency consumption, buying customers more than two times is the most important source of profits, and emotional framework is a catalyst for customers to repeatedly shop.
3. easy to spread:
Behind the emotions are usually stories, while stories mean the circulation of word-of-mouth, and word of mouth is one of the foundations of penetration.
Because there are many benefits to enter the emotional framework, many brands are keen to communicate with their customers with emotion. Look at the ads around us.
Enterprises have become bosom friends, better understand you than family
But in fact, enterprises should not adopt emotional frameworks for all customers. There should be only one type of customers who really want to enter this framework.
Management scholars Werner Reinartz and V. Kumar have divided the customers into four categories in four languages:
These four types of customers are close friends, butterflies, barnacles and passer – by.
- Close friends: authorized brands, single purchases and frequent patronage are the core profit sources of enterprises. For example, various brands of loyalty powder “baby baby, do not spend money, we love you”.
- Butterfly: a single purchase costs more, but it is a random purchase. Once patronizing, it does not know where to fly. For example, the purchase of high-end products of foreign customers, such as short-term investors.
- Barnacles: barnacles are recognized by customers, and frequently patronized, but they are very limited in cost. They will only come at a discount.
- Passer by: a single purchase costs less, and it never comes after it comes.
Among these four types of customers, only close friends are suitable for entering the emotional framework and making the company pay more marketing costs. If we use emotional frameworks to all our customers, we will waste our marketing resources.
- Some enterprises have increased their investment in butterfly, hoping to turn them into close friends, but the transformation is only 10%.
- Barnacles are customers who should be vigilant. Excessive attention to barnacle demand will cost the marketing resources and no profits.
- Visitors are more careful to invest.
Therefore, only close friends are suitable for entering the emotional framework.
Information technology provides a possibility for us to identify the types of customers and manage them. Just look at the sales data and find those two or more purchases and expensive users who are your best friends.
How can we enter into an emotional framework with their best friends after screening them? The answer is: let them feel their own.
There are several specific measures:
European and American scholars have compared the loyal fans of brands to the followers of enterprises. The “believer” has a sense of superiority or conceit, thinking of the Christian awareness of the electorate of God, who pursues a feeling of “selected” intentionally or unintentionally.
For example, the VIP lounge of the airport, the gold card members of the bank, and all kinds of members, you know that the first requirement of your close friends is social needs.
2. the sense of participation:
“Followers” are tolerant and also have a critical side, which requires that you pay attention to their feedback, listen to their experiences and opinions, and pay more attention to their attention.
The important part of the immont’s writing process is the feedback from the core WeChat group; if the friends vote to pass through, the rewriting will be overrun if the feedback is not good.
My own clothing store also has a core group of 100 people (the annual consumption of more than ten thousand yuan), each time we go to the new money, we will first in the group inquiry, the high ticket for our purchase.
3. attitudes and services:
Do not have to say much of the attitude? Why do you think Taobao calls everyone to “kiss”? I want to get into the emotional framework. For a long time, I recommend a Book: MOT at the critical moment.
It was put forward and written by Carlson, President of Nordic aviation. Carlson put forward:
In the process of accepting the company’s service, the average customer is in contact with five service staff, with an average of only 15 seconds per contact. This adds up to a total of 75 seconds to determine the impression that the whole company is in the customer’s mind.
Each time point contact with the customer is the key moment, which begins with three aspects, such as the person’s A (Appearance) appearance, the B (Behavior) behavior, the C (Communication) communication and so on. These three aspects of people’s first impression accounted for 52% of appearance, 33% of behavior and 15% of communication, which is an important factor affecting loyalty and satisfaction of close friends.
Do not go into details. Your bosses are interested in studying carefully.
4. “do not mention money”:
In fact, it is a principle, not a measure, that is, do not discount, and try not to get rid of cash. If you want to give back to the user, consider the gift.
As the opening paragraph says, if you pay your mother-in-law, you will be swept away. But if you pay for a “massage” chair to pay for it, what do you think she will do?
Yes, your mother-in-law will be very happy! Gifts will allow relationships to enter the emotional framework, while cash will allow relationships to enter the economic framework.
So, if you want to have several intimate activities with your close friends, consider the gift.
Author: Lao Pao, WeChat public No.: old soldier’s not open class (ID:bugongkaike)