There was a blind test of cola. When Coca-Cola and Pepsi are poured into a glass, most consumers who drink two cokes, without knowing their brands, find Pepsi to taste better.
When users were asked to paste on the labels of the two brands and know which was Coca-Cola and which was Pepsi, the results were reversed, with most preferring Coca-Cola to Pepsi.
This is an experiment that many of you may have heard of, but I heard of it a long time ago, and the understanding was that it was a function of psychological cues.
I believe that many people are such a conclusion, but if the role of psychological suggestion to explain all phenomena, the operation of the world is not too simple. As the saying goes, things are up in the air, quantum mechanics.
How to allow the user to take the initiative to say: your products are great said back to the last experiment, why there are different results, following the deep research in neuroscience, in his second try, when people try to drink at Coca-Cola four word, neurons become active, the medial prefrontal cortex showed more blood flow, make the person produces excitement. This creates the perception that Coke tastes better than Pepsi.
The reason why subjects get excited when they hear the word “Coca-Cola” is that after decades of drinking Coca-Cola and listening to Coca-Cola advertisements, they have the mark of Coca-Cola both physically and psychologically, just like the conditioned experiment in which dogs drool at the sound of a bell. The principle is the same.
Yes, what I’m trying to say is that human nature is the same as that of puppies.
The biggest inspiration for brand promotion from this experiment is that taste or function is not the only element for users to evaluate products. Memory and cognition can change users’ evaluation of products.
01
Use cognition to influence the user’s evaluation
There is another case I saw a few days ago. A famous writer recalled the past and said that when I was a child in the 1990s, the family conditions were not so good. At that time, a McDonald’s was opened near my home, and the price was very luxurious at that time.
The writer dreamed of going to McDonald’s, and his father promised to take him to McDonald’s if he aced his exams.
The writer that calls an effort to forge ahead, also achieved a good place as one wishes. His father made good on his promise and took him to eat his first meal at McDonald’s. The writer felt it was so delicious that he can still recall the taste of that time.
Back to the present, the writer has already been rich, eating McDonald’s is nothing but routine. Later, I ordered the same dishes in McDonald’s when I first ate McDonald’s, but I felt that they were not as delicious as before, just ordinary.
Although the time interval of 30 years, the taste has gone from heaven to ordinary, is McDonald’s product quality backward? That’s definitely not possible. It’s probably even better than before.
So why do writers eat the same McDonald’s and get completely different reviews? The answer can be found in the blind coke test above, where emotion plays a huge role in how users evaluate products.
When we do brand promotion of products, what we need to do is to make users have positive cognition and emotion on the product. When users use the product, they will give positive feedback. When the quality of the product is the same as that of rival products, users will praise our product more.
If the positive stimulation in the user’s mind is strong enough, even in the case of inferior product quality, it can still occupy the commanding heights of the user’s mind and occupy the user’s mind.
Now a lot of brand consulting companies, aren’t they all talking about occupying users’ minds? How to occupy the user’s mind, consulting companies said: Buddha yue, can not say also. If you’re smart, you can figure it out. If you’re not smart, pay the consulting fee, and I’ll tell you.
Charge! Let’s continue with the case, for example, Haidilao. I have heard people say more than once: Haidilao tastes just so-so. He said this in the context that he had been to Haidilao many times, AND I asked someone who had only been to Haidilao once what they thought of this hot pot, and most of the feedback was really delicious!
This is probably the sea bottom for many years of word-of-mouth marketing credit, so that users have expectations equal to good user evaluation.
02
How can users generate positive perceptions
This is the specific work content, we do operation and promotion every day in the writing of advertorials, do posters, do launch, the purpose is to expose in front of users, let users know our products. This is what all companies do, and it’s a regular play.
Unconventional playing rules are, you want to have a deep insight into the user’s psychology, it is best to see the composition of nerve cells in the user’s mind, when you use delicious, cheap, cool, face, everyone in the use of selling points to hit the user, know which word users will hear more excited.
Just like you in front of a boy, show the cat, sports car, beauty, food and other pictures, the boy’s reaction is different, if a fool, may see the beauty picture, pupil dilate, we know, with beauty to attract him, absolutely wrong. If a locomotive enthusiast, sports car marketing is the absolute first choice.
Therefore, when we do brand promotion, VI, slogan, packaging design and brand tonality are in essence to hit the G spot of target users and make users feel excited, so that users will be more inclined to choose our products when they have product demand.
Take the vain user group as an example, such people are psychologically characterized by the love of decoration, can reflect the status of their favorite things.
How are luxury brands capitalising on this? Limited. There are only 88 bags in the world. If you buy one, you will be one of the 88 lucky people in the world. When users hear this statement and do not buy it before this period of time, they will not stop implying to themselves, I will soon become the 88 lucky geese oh, although the bai has not returned, but I deserve it, buy it.
When he buys that luxury bag, the accumulated positive feedback is released, and the moment he gets the product his neurons fire up and you ask him: What about this product? He would say, with tears in his eyes: Thank Baba, thank Mama, for sponsoring the money so that I can buy this bag, I will work harder and buy more bags.
Of course, the outcome is not to forget to send a circle of friends, show off, say: your home product is great!
The most important thing is to give the user a strong hint, with stories, with copywriting, with stars, with cases, with the nagging of three aunts, to the user brain inculcate, this product is worth having.
03
Emotional attachment works best
Among all kinds of brand cognition, the effect of emotional dependence is the best. What we want to see most when we do products is that users say products are good and plant grass for friends.
It is easier to get users to praise the product if they become emotionally attached to it, but it takes time for that to happen.
Nowadays, many people who do brand promotion have a misconception that they can create a famous brand in one or two years. To refute it with a simple example, is it possible for you to get the certificate the second day you meet your target? Impossible, because we don’t know each other.
So how long does it take to get to know each other? It could be three months, three years. This is the process of emotional recognition to dependence, and brand emotional dependence is the same, it takes time.
If we make a snack, the main target is the post-00s girls who love beauty, and the selling point is light luxury and health. Conventional planting grass, not to talk about here, only about emotional implantation to produce dependence.
Since it is light luxury, there should be some elements related to light luxury to prove it, such as LV bags taking photos in the background, celebrities appearing in photos and so on. Moreover, the brand must be carried and have shelf, that is, you can buy if you like, and stay there if you don’t buy. We do not serve outsiders, we serve only our fairies.
All kinds of signs and barriers to entry with the big brand binding, so that after 00 target girls feel, wow, there is such a brand born for us, I want to buy it.
Jiang Xiaobai’s tonality is not such, also don’t say, the user is good this one. Although I know Jiang Xiaobai for so many years, BUT I have not bought, mainly because I am not their circle users, after all, I am only a baby.
04
The last
All products are around the user, and whether the user uses your product or not, whether your product is good, what determines the user is the head on the head, the brain in the head, the neurons in the cerebral cortex, and the axons, dendrites, nerve endings and so on that you do not know.
Back in the real world, when we do brand promotion, we need to focus on that brain and see what kind of story we can tell and how much exposure we can use to capture it. It’s like the battle for high ground in a war.
Author: Tiger talk operation, the author of “Full stack Operation Master”, operation and promotion bull, ten million flow project operator, columnist, focus on product operation and promotion, proficient in each module of operation and promotion, good at brand building and popular manufacturing, known as the operation and promotion of the old driver.