(Personalized marketing): the implementation of the attention of the process

Currently "personalized" marketing proposed, has been recognized by most marketing people, and some people even think that the entire future marketing trend will be to "personalized" development. But at present, "personalization" is just like a concept in the marketing world from time to time to be copied only, how many of our enterprises in the implementation of "personalized" marketing?

In fact, many CEOs of enterprises, they do not want to make their own product sales increase, know that personalized marketing is very good, suitable for the development of the times, of course, quickly implemented. We are more familiar with the Dell computer, the implementation of "tailor-made", Haier proposed "you to design, I realize", these are reflected in the entrepreneurs are actively to "personalized". close to. But whether it is Dell or Haier, most of these so-called "customized" is only embodied in the slogan, the real realization of the difficult ah! Because they want to really do products and customers "one-to-one", the price of his products may become "sky-high".

That is to say, the current marketing world of the so-called "personalized" marketing most of the products still only stay in the "personalized" on the product, and the personalization of the product is subject to a number of constraints, so the final effect can only be in the concept of a moment to meet the customer's Psychology. So how can "personalized" marketing really reflect it? I would like to talk about my personal views.

We must be clear, "personalized" it should be included in the production of products, product circulation to the use of products in the entire marketing behavior. We can divide it into three parts, respectively, product personalization, service personalization, marketing mode personalization.

First, the personalization of the product

This part of the product is in fact the maximum to meet the maximum number of customers to use the effectiveness of the psychological demands, including the enterprise's structural design of the product, the appearance of the design, the image of the concept of packaging, the functional effectiveness of the design, the price positioning and so on. At present, most of the product personalization is difficult to do with the customer "one to one", only the maximum close. For example, the clothes can be tailored, but its color, cloth quality is not necessarily fully meet the customer's requirements; refrigerators and TVs, if completely according to customer requirements to design and manufacture, the cost may be several times higher than.

Product personalization can be a product of a variety of personalized design, can also be a variety of products to maximize the combination of personality to meet the individual needs of a group of customers. For example, calcium products, calcium supplementation for the elderly to increase the aging factor, children calcium supplementation plus zinc to promote intellectual development. Certain health care products company launched a "three-dimensional health package", internal health food to regulate blood sugar, blood lipids - so-called internal adjustment, the external use of far infrared products to improve microcirculation - so-called external nutrition, internal adjustment, external nutrition can greatly meet the needs of middle-aged and elderly people. The external nutrition can more greatly meet the unique needs of middle-aged and elderly people on the health.

The price positioning of the product is also very important, some products in order to cater to the needs of different levels of consumption, the same kind of product "personality price" is too differentiated, such as the noble suit is 320 yuan, while the practical suit is 120 yuan, which may affect the high-end consumption level of the consumer mentality and lose the market.

Second, the personalization of service

I think this part of the whole "personalized" marketing is the most important, an abnormal abundance of commodities today, no matter how "personalized" products can not get rid of the fate of rapid homogenization, but the "personalization" of service. But the "personalization" of service is the most flexible, variable, direct and effective.

Personalized service is directly embodied in the value of the product, and is an important way to add value to the product. With the social groups of the increasing level of consumption, people's consumption demand is no longer limited to the function of the product itself on the value, but more in the customer before and after the purchase of products to maximize the satisfaction of a psychological demand, that is, "very happy to buy, after the purchase of a very happy". How to make customers "happy"? That is to carry out effective personalized service.

Personalized service is to continue to meet the needs of individuals to enhance the service. As we all know, China in the planned economy, consumers are begging businessmen to buy goods, businessmen often "face" is not good, when China began to implement the market economy, the smile service appeared, and then later a lot of enterprises and businessmen began to provide free service, such as buyers clubs free delivery, buy air-conditioning free installation, etc. Nowadays, personalized service is considered to be the most effective way to make customers "happy". Now, gratuitous service is considered a general service, and even consumers take it for granted, when personalized service is launched, is bound to let the customer refreshing, because he bought the air conditioning, but someone to help him repair the TV, he bought a house gift travel (he may go to travel money are taken to buy a house), these services are bound to let the customer y touched, fresh in their memories.

Personalized service is a service that must move customers. At present, many service marketing company through the staff personal and customer feelings to establish and maintain to further pull the product sales achieved very good results, according to the survey, the conference marketing company's certain business representatives to maintain the customer's personal (family) direct sales of up to more than 100,000 yuan, indirect sales (through the introduction of each customer sales of other people) can be up to hundreds of thousands of dollars, the customer's true words "You guys are good to me, I have no reason not to help you ah!" The individual reasons that have been embodied.