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You do not need a sixth iPhone
At the time, as the world community discusses vengeance recently held a presentation IPhone 6 and other innovations Apple, we Website thinking about why each of us voluntary (or not entirely voluntary?) comes to marketing tricks.
Being a victim of marketing seriously and sufficiently bleak. at least talk about the same smartphone. The fact is that over the past few years is nothing in principle to smartphones does not change. Yes, they are a little more or a little thinner. Yes, they are a little more powerful, optionally from different manufacturers add megapixels in the camera, the ability to use two SIM cards, water-resistant, face the owner's fingerprints and other useful and not very pribludy. But the essence does not change: even the coolest and feature-rich smartphone brim stuffed with the latest technology - it is primarily a tool to make calls and send messages (check your mail, hang on social networks, use the application - again, features that appeared in phone for a long time). Your smartphone is still unable to carry you from place to place, not preparing a meal, do not clean the air in the room where you are.
Thus every new fans of the brand is presented as an absolute breakthrough, something superior predecessors and competitors on all counts, the triumph of science, design and advanced philosophy in its purest form. And - lo and behold! - Sudden adult sensible people lose their peace, appetite and sleep, and can not find them until you acquire the coveted device
This occurs not only with smartphones. At some point, the market is saturated with any commodity, but production can not stop. Then, the proposal is necessary to somehow stimulate demand. You can do this in two ways:
Create short-lived, perishable, easily coming out of the building product. It works where the buyer can lure the low price on the condition that the special requirements for the quality he will not arise. Create very high quality product, but each time with a new cause the consumer a feeling of inferiority and the need to purchase a new product. This is where it gets interesting - opens space for various methods of manipulation. «This season, wear purple" - tells us didactically advertising on various media voices, and we go and buy purple. "Violet died together with mammoths, throw it soon, only red, only hardcore!" - She would say in a month, and we dutifully go for red. "Rest - only in Bali. This all comes to mind to go to the Turkey? "- Casts a disparaging advertising, and we nod in agreement, but objectively can only afford a vacation in the near suburbs.
Your car is perfect. Your perfume is not attracted to the opposite sex. Your cat is eating an unhealthy diet. All that you have not well enough fashion, enough prestige, you need more modern, cooler - we talk about it almost in plain text, pointing out that, where, when and how buy, and for some reason we agree to build a close-knit ranks and go to buy things that we do not need.
Why is this happening? One important factor here is that we are studying the company before offering their goods one way or another. Modern marketing strategies are based on the discoveries of neuropsychology: they seek to control the instincts, the unconscious, that person is difficult to control.
The head of Unilever's David Cousineau talked about how to create an advertising campaign sverhuspeshnyh Axe: first survey was conducted, involved 12,000 men around the world. It included a very personal issues relating to sexual fantasies of men. In the end it turned out that the majority of fantasy number one looks the same - a man lying in the bathroom, and it is surrounded by some naked beauties. The team concluded Axe: a man wants to be irresistible to not one, but for many women. Subsequent studies have led the company to bet on the uncertain young people - were born and famous commercials, the brand brought a multimillion-dollar sale. Consumers like to or not, they believe that these funds will make them really attractive.
It's hard to fight that affects us at the level of instincts. It is difficult, but still possible. You need to remember that the person has something that does not allow him to live exclusively instincts. This is his intelligence. And it needs to use every time the desire to consume is pushing us to new shopping exploits. In fact, the mechanisms are simple confrontation.
You can write a list before you go shopping - this is how many years ago, it allows you to concentrate on the important information and discard unnecessary garbage. You can remeasure all of their dresses fifteen and twenty-two pairs of shoes, before you run to the store for ostromodnye innovation, and realize that it is you absolutely not suitable in style and simply does not fit in the closet. You can once again weigh, if you can give a loan for the "absolutely incredible" new car and did not lay down their teeth on the shelf when the old runs quite briskly and will last a few more years.
All that we need - pause for a moment in the endless race of consumption and think. Then it becomes clear that there is no finish line in principle, we are always running around in circles. It becomes clear that the fashion, prestige and other shiny phony impossible to keep up - they will always hang in front of our noses, like the carrot, followed by a donkey. Stopped, we can finally breathe, look around, to cut off all unnecessary and just go through life at their own pace. At first it will be difficult, but we'll manage. We'll know for sure.
Svetlana Gorbunova,
Website
via www.forbes.ru/svoi-biznes-opinion/marketing/153471-kak-kompanii-manipuliruyut-potrebitelyami?page=0, 0
