Tsis yog tsuas yog cov neeg tsim khoom tsim, tab sis kuj cov neeg muag khoom tau nyiam nyob hauv kev tswj tsis tau tus neeg ntawm cov neeg. Hauv plawv ntawm pob xoo ntawm kev yuav thiab siv nyiaj tsis tsim nyog yog qee qhov kev qhia ntawm neuromarketing - kev tshawb fawb uas saib mus rau hauv tus ntsuj plig ntawm tus neeg yuav khoom.
Kev coj ua lub luag haujlwm muag khoom hauv khw muag khoom tsis yog txwv rau kev tshaj tawm kev tshaj tawm, tag nrho thiab kev muag khoom raws caij nyoog, "ob rau tus nqi ntawm ib qho" lossis "tag nrho rau 100". Cov khoom nrov thiab kim yog ib txwm nyob ntawm qib muag, thaum pheej yig thiab cov neeg tsis muaj npe nyob ntawm qis qis thiab qib siab. Qhov ntim ntawm qhov kev yuav khoom nce ntxiv yog tias, hloov pob tawb, koj nqa lub tawb loj: koj yuav intuitively xav sau nws thiaj li tsis tawm ntawm lub labyrinths ntawm lub tsev muag khoom tsis muaj tes ua. Tab sis tsis tsuas yog qhov no cuam tshuam rau kev yuav khoom thiab kev nce hauv kev siv nyiaj, uas qee zaum peb ua txhaum rau peb qhov kev xav tau.
So kom txaus siab mus ob peb vas
Kev tswj hwm huab cua, tsis muaj suab paj nruag tsis zoo nkauj, coj tau lub teeb zoo nkauj, ua yeeb yam zoo nkauj, muaj xim zoo nkauj nyob sab hauv, xis rooj zaum thiab rooj zaum. Tag nrho cov no yuav txhim kho koj lub siab ntsws, txawm tias koj tau mus rau tom khw yuav tsis zoo siab heev.
Nws cuam tshuam nrog kev so thiab yuav ua li cas koj yuav ci ntxiv thaum tos thaum tus muag khoom nrhiav cov ntaub ntawv hauv tshuab hlwb hlau, mus rau lub chaw rau khoom lossis npaj cov ntaub ntawv. Koj yuav raug kho kom zoo li caramels, muaj ib khob dej tshuaj yej, thiab nthuav tawm nrog "lus qhuas" los ntawm tsim lag luam. Thiab lub sijhawm no, lawv yuav yaum koj los ua tus neeg yuav khoom ib txwm ua, txhawm rau sau daim npav lossis daim npav txo nqi.
Kev yuav khoom thaum taug kev mus los feem ntau tig los ua qhov tsis txaus ntseeg thiab tsis muaj kev xav: ib tus neeg so thiab chaw so yuav khoom plig yam tsis muaj qab hau, yuav khoom plig tsis zoo rau cov phooj ywg thiab tsev neeg, ntog rau kev dag ntxias cov neeg tuaj ncig ntawm ntau hom lossis cuav.
Cov khoom lag luam lwm yam
Tus neeg paub cai thiab saib xyuas tus muag yuav tsis yog tub nkeeg los nug koj ntau zaus yog tias koj tsis nco qab dab tsi, thiab yuav muab cov khoom me me tsim nyog ntawm tus nqi tsim nyog. Qhov no yog li cas lawv tshwm sim: khaub noom rau cawv txiv hmab, ib qho npog rau lub xov tooj tshiab, saib xyuas cov khoom lag luam thaum yuav khau. Ntawm qhov txheeb xyuas, cov ntsia zoo li poob qis rau tej yam me me: roj teeb, ntais ntawv, kab laub rau chais ntim tshuab thiab lwm yam "siv tau". Qhov ua kom yuam kev yog cov haujlwm ntawd tau muab tso rau ntawm no uas yuav kim tshaj rau ntawm chav ua lag luam.
Tshav Pob Lom Zem Ua Si
Yog tias koj mus rau tom lub khw "ntawm lub plab khoob", koj pib yuav txhua yam uas zoo li qab thiab exudes aroma. Qhov no yog siv los ntawm mini-bakeries, ntxias nrog tus ntxhiab tsw ntawm cov khoom qab zib tshiab, thiab cov tsev kas fes nrog tus ntxhiab ntawm "haus dej ntawm cov vaj tswv." Chocolates feem ntau nyob ze rau ntawm lub tsev muag ntawv nyeem (cocoa aroma tau hais los txhawb cov nyeem ntawv pej xeem mus saib thiab xaiv phau ntawv).
Kev siv nyiaj rau kev npaj zaub mov nce ntxiv tsis yog nyob ntawm cov neeg tshaib plab, tab sis kuj nrog tus neeg chim. Hauv lub khw muag khoom noj, ob txhais ceg coj lawv tus kheej mus rau “khoom txom ncauj”, thaj chaw yooj yim thiab ua noj ua haus. Qhov no nce ntawm kev yuav khoom hauv pob tawb khoom noj los ntawm 30%.
Nqe thauj tog rau nkoj
Thaum tshaj tawm cov ntawv cim xim tus nqi nrog cov nyiaj cheb, cov muag khoom tau taw qhia los ntawm "tus nqi pib" ntawm ib yam khoom hauv kev sib tw. Hauv kev sib piv nrog nws, ib qho kev xav rau tus yuav ib tus uas paub tus nqi nruab nrab ntawm cov qauv ntawm cov qauv zoo li ua rau kev ntxias.
Tus nqi "ntxim nyiam" yog cov nqi uas tsis yog-xaus rau hauv 90 lossis 99, uas peb lub siab tsis ncaj. Cov khw muag khoom ua si ua lej lej los ntawm kev muab cov khoom lag luam uas muag pheej yig hauv lub ntsej muag: qhov tseem ceeb yog qhia rau tus lej khib ntawm qhov kawg ntawm tus nqi, uas yog qhov muag pom tseeb dua.
Maj thov
Peb tsis ua siab ntev rau cov khoom lag luam zoo. Tsawg tus neeg yuav zoo siab nrog cov lus hais tias "nyuam qhuav tas" lossis "txheeb txhua yam tawm." Nws sawv thaum koj qhov loj me hla dhau ntawm tus nqi teev ntawm tus qauv ntawm cov khaub ncaws lossis khau uas koj nyiam. Nyob rau hauv cov xwm txheej ntawm qhov tsis txaus, tau txais yam uas xav tau dhau los ua teeb meem ntawm lub hauv paus rau tus yuav. Thiab qhov no "ywg dej rau hauv lub zeb" ntawm kev ua lag luam.
Ntawm cov kev ua kom yuam kev ua kom pom qhov tsis ncaj ncees ntawm qhov tsis txaus nyob rau hauv cov khw muag khoom muag yog ib nrab khoob ntawm cov khoom vaj khoom tsev nrog kev xav sai cov khoom tawm. Hauv kev ua lag luam online, cov hau kev nrov yog cov khoom siv: "lawv saib cov khoom no nrog koj", "ntxiv rau qhov xav". Feem ntau, los pib cov txheej txheem them nqi, cov lus hais tias muaj ntau seem nyob sab laug tau txaus. Qhov sib tw ntau dua rau cov khoom lag luam, qhov muaj zog dua qhov kev xav yuav nws.
Kev ntxim nyiam thiab ntxim nyiam
Cov ntawv tshaj xo nrog silhouettes ntawm cov qauv neeg, ntsej muag los ntawm cov ntaub npog ntawm cov ntawv xov xwm zoo nkauj, tom ntej ntawm lub tsom iav loj tau muab tso tsis tau - ib puas feem pua ntog mus rau qhov ua tsis tau zoo ntawm cov txiv neej. Kev tsis txaus siab rau koj lub ntsej muag yuav thawb koj kom yuav ib qho khoom kim tab sis kev hnav khaub ncaws lossis cov khoom siv ntxiv.
Cov hnab ntim thiab cov khau nyob ib sab ntawm cov khaub ncaws txhawb kom ua tiav daim duab txuas ntxiv. Lub siab xav ua nrog kev pab ntawm yam tshiab los zais daim duab flaws lossis hais txog lub ntsej muag nyiam koj "zest". Los ntawm cov kev yuav khoom no, kev puas tsuaj loj rau koj tus kheej nyiaj txiag yog lav.
Koj tsim nyog nws
Kev yuav cov khoom kim heev yog qhov ua kom zoo siab thiab muaj siab. Cov khoom lag luam zoo tsim tau "zoo" rau cov khoom lag luam zam. Txhawm rau nyiam mloog, cov khoom kim tshaj plaws thiab zoo nkauj tso rau ntawm qhov chaw nkag. Thiab rau cov khoom pheej pheej li ib txwm koj yuav tsum taug kev mus rau “kawg ntawm lub qhov”.
Cov ntaub pua plag hauv pem teb yog ntse ntse hauv kev ntxhib los mos thiab xim: tus qauv dav (nws ib txwm ua nyob rau hauv hloov chaw) ua rau peb ua kom nrawm nrawm; ib tug neeg taug kev qeeb dua ntawm cov nplais me me thiab npaj txhij nres rau ntsia ntawm lub qhov rais. Nws yuav ua rau pom tseeb tau cov khoom lag luam zoo nkauj thiab kim.
Cov dej cawv tog neeg
Cov ntsiab lus ntawm kev ua kom raug tus kheej uas tsim cov txiaj ntsig ntawm kev paub zoo tuaj yeem txhawb nqa kev yuav khoom. Ib qhov chaw nyob zoo rau tus neeg yuav khoom los ntawm lub npe, ib qho khoom plig ntawm nws lub hnub yug, xa email rau kev ua tsaug rau kev yuav khoom, xa cov kev xaiv tus kheej, kev txheeb xyuas cov khoom tshiab thiab kev sib piv cov nqi. Muaj qhov xav tias qhov kev pom zoo tawm los ntawm cov neeg uas tuaj yeem ntseeg tau.
Menyuam yaus xav tau txhua yam
Tus me nyuam, uas tau coj nrog lawv mus rau lub khw yuav khoom, qhov tseeb pab txhawm rau nce kev siv nyiaj. Cov yeeb yuj ntim cov khoom ntim tau nyob ntawm qis qis hauv qab thiab ze qhov kev kuaj xyuas kom nws tuaj yeem nqa nws yooj yim thiab muab tso rau hauv lub pob tawb ntawm niam txiv cuam tshuam rau ib pliag. Cov xim pleev xim rau lub thawv ntawm cov khoom ua si, dej haus lossis khoom noj txom ncauj feem ntau yuav saib qis thiab ua tau raws li lub ntsej muag ntawm cov menyuam yaus.
Cov menyuam yaus yuav thov cov nyiaj me me kom thiaj li tsis txhob dhau lub tshuab nrog khoom qab zib, zom khoom lossis cov khoom ua si muag muag. Zoo, thaum lub nti tau muab rau kev yuav khoom rau qee qhov nyiaj, uas cuam tshuam qhov sau ntxiv ntawm cov sau los ntawm lawv nyiam cov duab los yog yeeb yaj kiab kev ua si, cov neeg laus yuav tsum "ua tiav" daim tshev ua ntej tau txais nyiaj ntxiv.
Kev pom zoo ntawm tib neeg
Qhov nruab nrab ntawm kev tshaj tawm yog kos kom pom mus rau qhov zoo ntawm qhov khoom. Yog tias kev tawm suab pom zoo cov npav ntawm cov neeg siv "rau" thiab "tawm tsam" tau muab faib ua 80 rau 20, tom qab ntawv peb xav yuav li cas 80% ntawm cov neeg nyiam nyiam tshaj li 20% ntawm lawv tsis pom zoo. Reframing cov ntaub ntawv tib yam hauv cov cai tsim kho qhov tseeb yog qhov tseem ceeb ntawm rov ua haujlwm.
Ib qho tseem ceeb hauv kev txiav txim siab mus yuav yog ua si los ntawm kev siv rau cov koob npe ntawm cov khoom lag luam lossis kev ntsuam xyuas ntawm cov kws tshaj lij. Cov no tuaj yeem yog cov lus tshaj tawm cov lus tshaj tawm nyob rau hauv koj lub taub hau lossis cov ntawv sau txaus nyiam ntawm lub ntim: "90% ntawm cov niam pom zoo", "txhim kho kom ntseeg siab - xaiv cov kws kho hniav", "kuaj mob los ntawm cov kws tshwj xeeb", "hom xyoo" thiab hais txog Cov.
Qhov tshwm sim ntawm qhov tsis muaj kev them nyiaj
Nws yog ib qho nyuaj rau feem nrog nyiaj yog tias nws yog nyiaj ntsuab. Qhov pom ntawm qhov poob qis hauv daim ntawv nyiaj hauv hnab nyiaj ua rau ib qho xav txog kev siv nyiaj nrawm thiab xav tau kev cawm. Ib qho ntxiv yog kev siv cov ntawv teev nyiaj hauv tuam txhab thiab cov hnab nyiaj hauv tshuab hluav taws xob. Cov nyiaj tsis yog tswj hwm tau ncaj qha, thiab yog li siv nyiaj tau yooj yim dua. Nws yog ib qho yooj yim heev los them nrog qhov qiv qiv uas them los ntawm "daim npav rho nyiaj" yog hu ua "kev them tsis muaj xim".
Cov kev coj dav dav ntawm kev them nyiaj tsis yog nyiaj ntsuab thiab cov nyiaj siv rov qab, cov txhab nyiaj hauv Internet thiab cov ntawv thov mobile nce qhov nruab nrab kev yuav khoom nrog kev kis tau piv rau cov khw muag khoom them nyiaj li 10 - 25%.
Nyob zoo sij hawm tsis pom
Lub sijhawm ntev hauv kev kav khw kav ntev mus, nws yuav tawg paj txi txiv ntau. Qhov ntau ntawm cov khoom yog captivating, ua tiav kev yuav khoom zoo siab, kev ua si lom zem yog qhov txaus siab. Tshwj xeeb tshaj yog tias koj mus rau tom khw thiab kev lom zem multiplex hauv lub tuam txhab nrog cov txheeb ze lossis phooj ywg.
Ob lub ntsiab lus ua rau kev tswj tsis tau lub sijhawm: tsis muaj kev nkag mus rau lub teeb pom kev (tsis muaj lossis tinted qhov rai qhib); lub moos yog tsis pom qhov chaw hauv qhov chaw pom. Nws hloov tawm tias nws tawm lub tsev nyob ib ntus rau kev yuav khoom yuav tsum muaj, thiab xaus rau hauv qhov chaw nkag mus ib ntus ntawm cov neeg siv khoom tsis kawg.
