Unlike Russia, where each of us is a designer and builder, the European consumer is used to trusting professionals. Before buying furniture, the consumer orders a design project for the future home, then orders the selection of furniture, after that, orders the delivery and installation of furniture. Often, all this is done with the involvement of different contractors, which guarantees accuracy, quality and … the highest cost of the work performed and services rendered.
The concept of the IKEA retailer is the sale of a ready-made solution for an apartment. The IKEA solution is verified and optimized, both in functionality, ergonomics, and price. The solution already assumes: understanding the client’s needs, his expectations regarding the design, taking into account trends, the client’s budget; and includes: all work on the development, design and product design, production, taking into account the optimization of costs and processes.
Nostalgia for the homeland
Anyone could go into the box and evaluate an example of the design and functionality of the future “apartment”. The main goal of this kind of campaign is not to introduce a specific design or promote the brand. It is clear that each visitor has their own views on design or ergonomics. This is an example of a campaign to form a consumer experience: “immerse yourself”, open and close, look in, study, try on, initially assess the financial possibilities. Well, and then – welcome to the nearest store.
Colleagues, let me draw your attention to one problem in the field of copywriting. Friends, writing “convincingly” and writing “persuasively” are different.
When the phone number of the country auto becomes stale, the country phone number list becomes unmanned. Our job is to work with phone number lists. Our work pattern is that we are always secretaries so that we can provide phone number data and good service to the general Japanese people.
Persuasively means selecting arguments placing emphasis and appealing to primary sources and figures.
Writing with conviction means “puffing out your cheeks”.” Hypertrophying”, trying to look more solid and significant than is required for the occasion and for greater persuasiveness… Did you understand what I just.
If you didn’t get it, this article is for you. Let’s go…
Many of us try to decorate our speech, filling it with various and complex words. Often, the opposite effect is achieved and the speech suffers from redundancy, pretentiousness, and is filled with filler words that distract from the meaning. It looks not just rather sloppy, but unconvincing.
Translated from ancient Greek
Do you want me to show you what you can’t use in marketing texts?
– “Ultimately” (the outcome is already “in the end”)
there: “final results”
– “Response” (the response is the response. You can say: “in response” or “the reaction to this was…”)
– “Very simple” (or “as simple as it gets”, or “pretty simple” or simply “simple”, since “simple” is the extreme minimum degree of complexity)
– “A complete fiasco” (“fiasco” means a complete failure)
– “An (UN)pleasant incident” (“an incident” is an event or occurrence of an unpleasant nature)
– “Prospect for the future” (“prospect” is a look into the future)
– “Hair depilation” (Translated from Latin, depilatio means “hair removal”. Dear cosmetology marketing specialists, half of the industry’s websites have this!)
– “According to unconfirmed rumors” (“rumors” are unconfirmed information. Either “by rumor” or “by unconfirmed information”)
– “Another alternative” (“alternative” is some other option)
– “Nod your head” (“nod” means “to tilt your head slightly and then raise it again”)
“listen with your ears” (just “listen”, because no one says: “speak with your mouth”)
– “Diet (the most popular joke of healthy lifestyle marketers! “ration” is already a portion and composition of food)
– “The bucket is completely full” (that is, it is already filled, and then even to the end!)
– “This is a complete loss” (“complete victory” – you can not win, and then again and completely win
– “better” (“worse”)
– “the month of May was going” (well, if this is not about the Earth’s satellite, then just “it was May”)
– “pay the fee”
– “I had guests visiting”
– “negative disadvantage”
– “we met him for the first time”
– “free marketing gift”
– “there is a minute of time left”
– “this is the main favorite”
IKEA pop-up store
(here “nostalgia” for the nineties” is a completely acceptable colombia mobile phone numbers resource phrase, since “nostalgia” is a longing for the homeland and, in this case, “nineties” – a period of time in history, rethinking “nostalgia”.
– “industrial industry”
But there is still a lot that is not entirely obvious:
– “I took off my shoes” simply: “took off my shoes”, since “to take off my shoes” means “to take off my shoes”
– “I paid a “high price” (fuck, “I paid a high price”, since “high” already means a price)
– “The landscape of this area” (the word “Landscape – already a part of the area or the earth’s surface)
It would be worth saying: “He emigrated”)
– “The main leitmotif of this story” or “the main leitmotif”
(“leit” (from German Leit) ALREADY means “leading, guiding, main”)
Fellow marketing specialists, let’s now return to the phrase with which it all began…
To write with conviction is to “puff out your cheeks”, “hypertrophy”. So if you can remove “large” from the phrase “great persuasiveness” and the meaning will not change.
In general, the photo shows one of the formats of a point of presence, the so-called Pop-Up Store.
I will cite only a few Pop-Up Stores noted in different years by the marketing community.
“Adidas Box” – the company’s booth-shop at the Primavera music festival in Barcelona in 2011.
Adidas Pop-Up Store
The Hermes fashion house opened a Pop-Up Store in Hong Kong, which was an orange cargo container with the inscription Hermes Silk bar. Why a container? Well, the Hong Kong seaport is one of the largest cargo ports in the world and the collection that has just arrived by sea is the reason for the Pop-Up Store.
Pop-Up Store Hermes Fashion House
The Pantone company
A world authority in the field of color – has been opening a temporary cafe (pop-up store) in Monaco for several years. Is it clear why in Monaco? The city of artists, architects and designers!
Pop-Up Store Pantone
I also remember the scandalous Louis Vuitton travel bag on Red Square in Moscow in 2013. This is a warning that not every place is suitable for demonstrating yourself.
Pop-up Store in Moscow
And if tLouis Vuitton campaign how ever was met with skepticism. It was not a complete list of unit phone numbers because the Red Square near the Kremlin is not a very good place for marketing. he The fact is that it would have been less pompous and expensive. But with a greater marketing effect, if it had been organized in the departure. Hall of the Sheremetyevo International Airport, right?! Just marketing, no politics or reflection.
So the thoughtfulness of the reasons and the presence of a specific reason for the appearance of the Pop-Up Store, as well as the creativity in the design of the Pop-Up Store – make them worthy marketing tools. If …, if the places of their appearance are completely justified.