Luckin Coffee has grasped this point and, starting from reducing decision-making costs, has built its own differentiated advantages in multiple dimensions, providing cheaper coffee (reducing monetary costs), opening stores in office buildings, and making purchases more convenient and faster (reducing time and energy costs).
Step 3:
After completing the first two steps, the next step is to fantuan database spread our differentiation and establish the perception of "differentiation" in the minds of consumers. After all, no one will know if you don't say it. Moreover, perception is greater than fact, which is an undeniable fact in the marketing field. Can you really tell that "Nongfu Spring is a little sweet"?
Therefore, at this step, the core is: strong perception + grabbing cognition
(1) Strong perception: Your differentiation must be something that consumers can truly feel.
Failure case: Jingtian mineral water, the noble of water. After listening to the slogan and watching the advertisement, are you confused? Where is the nobility? Is it because there is a luxury car?
Success case: Nongfu Spring, the core advantage is the water source. Through the real scene shooting of the Changbai Mountain water source, "what kind of water source breeds what kind of life", isn't it a much stronger feeling?
(2) Grab the cognition: The consumer's cognitive pool is limited, whoever grabs it first will own it. No? For wedding photo travel shooting, besides Earl Travel Photography, what other brands can you think of?
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