What Is Conceptual Marketing?

The so-called concept marketing refers to the use of persuasion and promotion to provide recent consumption trends and corresponding product information while companies are transforming market demand trends into product project development, arousing consumer attention and recognition, and arousing consumer expectations for new products A marketing concept or strategy.

Concept marketing

The so-called concept marketing refers to the use of persuasion and promotion to provide recent consumption trends and corresponding product information while companies are transforming market demand trends into product project development, arousing consumer attention and recognition, and arousing consumer expectations for new products Kind of

Concept marketing focuses on the combination of consumers' rational cognition and positive emotions, and promotes products by introducing new consumer concepts. The purpose is to make consumers have a deep impression of new products and enterprises, and establish clear functional concepts, characteristic concepts, brand concepts, image concepts, service concepts, etc., in order to facilitate the sheep and enhance the competitive strength of the enterprise.

The first condition for concept mining is to understand the market, understand social needs, public needs, and

To give full play to the role of concept marketing in opening up the market, we should pay attention to and do a few important tasks:

I. Ensure that new products are marketable

New products are the material basis of concept marketing, and should be able to reflect the advanced level of technology and development trends, and to a large extent condense the potential needs of consumers and the advantages of market competition. Under this guarantee, the concept marketing can be justified, the speaker is reasonable, and put forward appropriate commitments. At the same time, it is convenient to purposefully collect consumer opinions and accurately feedback market information to improve products and adjust marketing strategies.

Second, the promotion is objective and truthful, and the focus is prominent

When the product is not on the market, no matter how deep and powerful the promotion is, it is like watching flowers in the fog, and it needs to be verified by facts, so the promotion control is very particular. Low-key promotions can't stimulate consumer interest and cognitive accountability; high-key promotions can easily cause consumers to have high expectations, or even be suspicious. If the product's effectiveness fails to meet consumer expectations, it may trap new products and companies. unfavorable. Therefore, the vitality of concept marketing lies in seeking truth from facts. The measured value can not only arouse consumers' attention, but also leave room for product improvement and marketing strategy adjustment. Moreover, promotional content should be focused. Because in the information explosion market where consumers 'awareness of self-defense is enhanced, highlighting new product features from one or more points is more likely to attract consumers' attention, trust, and acceptance than promotions that cover all aspects and are feared by consumers. Even for multi-faceted innovative products, focusing on propaganda a little to drive consumers to a comprehensive understanding is also better than comprehensive multi-view promotional effects in terms of information attention, and it is easier to motivate people to try.

Third, pay attention to the issue of confidentiality in the promotion

Concept marketing has a significant role in seizing opportunities to create demand, but it also easily attracts the attention of competitors. The promotion operation does not pay attention to the information control, and there is a possibility that competitors will take the opportunity to make a profit. Therefore, concept marketing strictly requires technical confidentiality. In principle, it can enable consumers to fully understand product performance and functions, establish product concepts,

Concept marketing originates from the utilitarian nature of modern marketing to adapt to consumption and create demand, and plays a vanguard and clarion role in the siege strategy to seize the market.

Promoting ideas, taking the lead

Before new products are launched on the market, concept marketing first conveys new consumer concepts, changing trends and living standards to consumers, and launches product information that will be available soon. Consumers have not heard of the product, but have heard it. They have obtained new consumption trends intentionally and unintentionally, and have learned advanced product knowledge, which is conducive to the formation of product concepts and brand concepts. This prepares the customer base for a mutually beneficial exchange in buying and selling.

Increase return on investment

It is beneficial to shorten the market entry time and increase the return on investment. Conceptual marketing

The promotion of characteristics such as oddness, beauty, speciality, and convenience began with adapting to the consumer's mentality of being new and disgusted with the old, and providing consumers with new choices and time to make decisions. Consumers can accept new consumption concepts in rational thinking, shake the original consumption habits, establish a new consumption tendency or psychological set, and generate psychological expectations for new products. Once a new product is launched, potential demand will soon translate into real-life buying activity. This greatly shortens the time for new products to expand the market, accelerates the rate of profit return, and meets the requirements of shortening the product's economic life cycle.

Making new products perfect

It helps to verify and adjust marketing decisions and promotes the perfection of new products. Whether new product development and market selection are correct or not, whether they can have a large market share depends on the depth and quality of product impressions after consumers are exposed to the concept of promotion. This can not only provide confidence for companies to develop new products, but also serve as a basic basis for improving product adjustment marketing strategies. If consumers respond positively and participate with high enthusiasm, they are willing to express their feelings or improvement opinions, indicating that the new product has great market value, and it proves that the product development decision is feasible. Among them, some opinions and suggestions can be directly converted into the content of product improvement, thereby reducing the blindness of product styling and product marketing, and some are opinions that consumers desire but the technology conditions are yet to mature. Company personnel's on-site explanations and explanations can reduce consumers' unrealistic psychological expectations and guide consumers to rational ideas. In this way, companies can also shorten their psychological distance with buyers, and at the same time archive useful opinions as an important basis for continuing to develop products when conditions are ripe.

R & D products can be prioritized

Conceptual marketing is a pioneering strategy for cooperating with product development and creating demand. It is theoretically suitable for any new product. However, considering the strategy at the beginning of the research, the applicable products should be prioritized. During product development, concept marketing must first pay a large promotion fee. Whether these costs can be recovered as soon as possible depends on the sales prospects of new products after they are launched. Especially those purchasing decisions that involve a large change in consumer attitudes and lifestyles, in general, the product preferences that consumers have formed will not be easily erased from their minds. Therefore, in order to establish a new product concept for consumers, in addition to highlighting features that are more advantageous than old products and old brands in products, it is necessary to increase continuous investment in concept publicity and information promotion. These high promotional expenses are obviously unaffordable for the necessities of life at low prices. Only rely on high-tech products, fierce competition, short economic life cycle products, middle-to-high-end durable products as a pathfinder for concept marketing. In order to cooperate with the development of new products and improve the effect of the pioneering development of concept marketing, it is necessary to comprehensively use the complementary functions of rational propaganda and emotional induction. On the one hand, it promotes new concepts and knowledge of consumption, highlights the comparative benefits that consumers can purchase, and the causal relationship between pay and return. On the other hand, the effect of incorporating emotional stimulation makes consumers easily attract attention, generate interest, and arouse an uncontrollable desire for trial after exposure to publicity. For example, enterprises hold consumer seminars, use a variety of media to conduct knowledge lectures, and incorporate consumer ideas in public service advertisements and news reports; actively organize and participate in expositions, trade fairs, etc., and conduct live simulation demonstrations and introductions; The marketing promotion methods such as prize quiz, game quiz, and preferential ordering are set up so that consumers can accept consumer concepts and product concepts in easy entertainment.