2010 new ideas for selling solar water heater
[REVIEW] solar water heater is now advertising on TV more and more, after reading there is a strong feeling: too hard. Most of these ads is to get the major technology, power and other things that a rational level, things, ideas, feelings, and close to the consumer or the soft stuff life is rarely publicized.
Solar water heaters are now advertising on TV more and more, after reading a strong feeling: too hard. Most of these ads is to get the major technology, power and other things that a rational level, things, ideas, feelings, and close to the consumer or the soft stuff life is rarely publicized. I also collect some solar companies promotional materials, such as leaflets, product manuals, as well as in the county have seen a number of local solar water heater panels store the contents of the products come to a conclusion: the current functionality of the product demands are too serious, less emotional appeal, publicity is not enough life.
Promotional products are not cold to the product performance characteristics, technical parameters inform the consumer. They buy solar water heater, it is necessary to obtain the product s features, but also emotional needs are met. New to unfamiliar products, consumers typically judge the emotional preconceptions, first, a whole, intuitive feeling, a positive such as "fashion", "high end", "value" or the negative of the "rigid" and "old soil ", and then began to scan technical parameters. To get consumers to buy, you should first weapon to capture their inner feelings, and bring them a better emotional experience, so that they recognize and trust the product. Even Cisco s strong sense of science and technology, of a "people-oriented" on the cover, consumer emotional penetration. The current solar water heater industry is moving into brand-building period, which will change in the promotion of ideas, aspirations, and not a single reason to help enterprises build a complete brand, even if the awareness up, and the degree of reputation and goodwill will have a lack of .
In order to avoid the publicity caused by the simple rational consumer sentiment nerve numbness, so consumers really poured from the heart of solar water heaters such as "love" "trust," like the emotion, it is time to re-selling of solar water heaters dig up. At this point, solar water heaters can not be too cautious, should be open to ideas, explore the selling point for the product, the product should give the character, emotion, add user-friendly, life breath, and then communicated to consumers. As the saying goes, "the hearts and minds." As long as the product into the consumer s heart, fast sellers will come out ahead.
To rely on the actual function of the product, to give, to expand the emotional characteristics of the product. As long as good to discover a new selling point there will be an infinite number of ideas.
A new function as the starting point, the emotional attraction of new refining
The traditional function of solar water heaters are three large main selling point: vacuum, water tank, bracket. Especially the vacuum tube, said almost indiscriminate, and a variety of the concept of flying. In this case, unless there are three fundamental components of structure, function, innovation, differentiation characteristics of strong, if the press to publicize the old ideas, certainly not provoke nervous consumers, break through the road is to find another unique promotion starting point, and extract the attractive emotional factors. Only examples of the following ideas aim initiate.
Ten wind – an extraordinary sense of security
Solar water heaters in case the conditions are ripe, you can to a large sand northwest of the coastal sea breeze large field experiment, the wind resistance test stand, access to real data. As long as the experiment detected more resistant to seventy-eight winds, even nine or 10, can be a good selling point, when the publicity highlight the "security" and other similar information, consumers will wind a large region To agree the purchase of solar water heaters will tend to choose such products.
Sprinklers water different levels – massaging bath
The head of the solar water heater is equipped with the structure of the transformation, setting up more outlets, and at different levels: the external set a few times, aperture small, thin and fast water; internal settings a few times, slower water flow and coarse. At the same time to make changes in the direction of the water, so water levels will have a user in the bath when the water can feel the impact of different, get more comfortable than the feelings of ordinary nozzle, you can call it propaganda when "massaging bathing. "
Equipped with remote control – life more convenient peace of mind
The controller for the water heater is equipped with a 8 to 12 meters in between the remote control, although not completely replace the controller s operation, but can also bring some convenience for consumers. There are no remote control or remote control, consumers will not feel the same.
Ideas far more than these, you can also point to start from other functions, the product has some outstanding it on, if the product does not have the technical conditions permit, you can then add, in short, is to find out the new features highlight the emotional demands of the new transmission.
Some may think that the main function to promote non-entry point, is the practice of forest for the trees, it is not true, and its conceptualization of propaganda in the tube get together, as its way to promote differentiation. Good starting point can help companies quickly sellers, such as mobile phone firms to be able to wage earners in the prevalence of two important reasons are: long standby time, sounds great. Manufacturers and end when particularly prominent in promoting these two points, the result many consumers rushed to buy the two advantages of mobile phone firms.
Do not worry too simple solar water heater product structure, the structure is very simple phone, but the cottage manufacturers once rushed into the sky. LG s "food system" phones, like chocolate, cookies, ice cream, lollipops, and there is no breakthrough in core technology, but the phone case on an issue, everyone knows the core component is the mobile phone inside the chip, only to change Shell also greatly change the user s favorite women.
Mining folk culture
Norit blue and white porcelain in 2009 launched a series of products, which gives us a revelation: solar water heater can be a selling point to the folk culture, traditional elements to move closer. Profound traditional Chinese culture, there are many elements that can be tapped, such as drama mask, paper cutting, farmer painting, painting, sculpture and so on. These elements can be reflected in a barrel mark, packaging design, texture or stand on. More integrated, enterprise technology to be and other related departments to study try.
Walk the line of family
There are some companies taking this route in order to get married, Chinese New Year reunion, new house and other important events, as well as Women s Day, Mother s Day, Father s Day and other festivals or other occasions to promote opportunity, let s play the role of a family of , with plenty of emotional expression on the user s attention and care. Brilliant solar energy for the "love purple core" distribution activities, the target group is the new home of the newlyweds and move consumers, it is learned that the event achieved good results. Solar Temple also because marketing to carry out family made good results, the company made a healthy lifestyle farmers "trilogy" to care for the identity of the spiritual and material Watch the farmers of demand for solar energy to bring the farmers will get convenience, but also in access to psychological well-being.
Leveraging social hot spots
Timely attention to current social hot spot, after screening, and some can be used for their own use. Water heater in the 3G concept, not so much a function of propaganda, as it is to attract consumers to borrow an emotion, it is borrowed from the convenience of 3G communications industry, interactive, real-time, and then give the product in their own body, one is would like to convey to consumers, "comfortable" and "high", "convenience" of emotional experience. Spread widely among the public, and there is no negative impact on events, concepts, etc., can be used to extract embedded in the event, the concept of emotional qualities, used to promote their products. As long as the proper operation, response time, which after all, a labor-saving way of selling mining.
Of publicity in the product or even the increasing homogenization of today, solar water heater companies need to adopt new ideas, breakthrough selling promotional difficulties, weakening function publicity, attention to emotional appeals. For more ideas, by which the specific selling point, enterprises according to their conditions and resources for free play.