The most powerful marketing in the gift industry - comparison reflects value!

For operators in the gift industry, how do you shape the value of your products? You can't keep saying your product is good, how good is it? How to make customers feel the value of your product?

Today, I will share with you the secret behind the "contrast"! This secret is also the most powerful weapon to create product value!

We know that it is difficult for consumers to judge the value of a product, and they can only rely on comparison to make a choice.

For example, it is difficult for consumers to fully understand the R&D cost, manufacturing cost, channel cost, and marketing cost of a Samsung mobile phone, and it is difficult for them to judge the true value of a Samsung mobile phone.

So, what do they rely on to spend 5,000 yuan to buy a Samsung mobile phone? It's a comparison! It is a comparison of the cost-effectiveness of various styles of Samsung mobile phones, and a comparison of the cost-effectiveness, usage habits, and brand favor of Samsung and Apple mobile phones.

It can almost be concluded that all product consumption is based on the result of comparison. That said, for companies to win the competition, they must make their brands and products comparable: specific categories, specific competitors, special performance, unique packaging, and competitive pricing.

In brand promotion and marketing promotion, only by creating "comparisons" can we "present the relative advantages of value and give consumers reasons to buy".

Why is it a relative advantage? Because consumers can perceive only relative advantages, not absolute value.

Because there is no comparison, consumers lose the basis for purchasing, and the product also loses the basis for "value".

In this sense, the "law of duality" that often appears in the industry is actually the competition between two brands in this industry that have done the best "contrast". Such as Pepsi and Coca-Cola, Uni-President and Master Kong, Nike and Adidas, Wanglaoji and Jiaduobao, Suning and Gome...

Many brands are willing to talk to themselves, but it is clear that only by knowing how to compare and create comparisons can consumers pay attention and accept them.

There are many ways to compare, some of which are obvious and can be found from the uniqueness of functions, price, etc., while others need to create different and artificial comparisons. From past successful branding and marketing campaigns, there are several types of comparisons that deserve our attention.

1. Comparison with past solutions.

As long as it is not an overly innovative category, it must not solve a new problem. Compared with past solutions, it is the easiest way for consumers to recognize, feel, inspire, and react. For example, soap was used in the past, hand sanitizer is now used, water was used in the past, and care lotion is now used.

2. Direct comparison with competitors.

The competition in the market is the battlefield. Under the beautiful vision of jointly expanding the market, there is bound to be a cruel reality that the market share will rise and fall. Directly point to the weakness of competitors and amplify their own advantages in order to win their own consumer groups.

3. Contrast with taking no action.

In a dynamic market, new demands may appear at any time. For a new market that consumers don’t know about, what companies should do is ask new questions, analyze new problems, and tell consumers what the consequences will be if they don’t take action.

4. Contrast with established cognition (impression).

A contrast that should also be made in publicity and promotion is the contrast between the brand impression and the actual cognition. The high potential of building a brand will give consumers a higher-than-actual cognition, and in terminal sales, it will be implemented with more affordable prices and services, so that consumers can feel the value for money and unique charm of the category.

Comments:

Bi, this word runs through people's lives. There is a saying that goes well: if we are after happiness, that's all, the problem is that we are seeking to be happier than others.

During the purchase process, customers choose the most suitable products through comparison and choose the most cost-effective products. So for business, the problem is that we are more valuable than others.

Comparison is the most direct way to reflect value. The general process is as follows:

1. Choose a reference that customers are most familiar with, such as past products, competitors' products, different situations of whether to buy or not to buy, etc.;

2. Refine the value of our products, list the benefits and value that our products can bring to customers, so that customers can clearly recognize the value.

3. Compare our value with the value of the reference to highlight the value of our product.