The underlying logic of MBTI marketing

3. MBTI underlying logic

Behind every hotly discussed phenomenon, there is its own underlying logic. What is the underlying logic of MBTI?

"People-oriented" is not just empty talk in contemporary marketing, but is closely related to young people's interests, needs, values ​​and lifestyles.

1. Young people need a sense of identity

In terms of psychological needs, young people often seek a sense of identity and self-identity. They hope to find people who are similar to themselves by following hot topics and seeking different experiences, so as to gain a sense of belonging and identity.

MBTI personality test can be recognized by young people because it provides a systematic way to understand their own personality traits, strengths and weaknesses. Through MBTI test, young people can better understand their personality type and find "like-minded" people, so as to gain their recognition and self-recognition.

2. It is the social currency of young people

In addition to psychological needs, the MBTI test is also an important way for young people to expand their circle of friends, seek recognition and share their lifestyle.

The MBTI test is not only a tool to understand one's own personality, but also a form of social currency. Young people highlight their interests, hobbies and lifestyles by sharing their MBTI types and characteristics on information platforms such as WeChat Moments.

On social media and other platforms, young people can attract people who share similarities with them and expand their social circles by sharing. On the other hand, young people's sharing is their own social capital, which can help them better integrate into a wider social circle, gain recognition and attention, and highlight their monetary intelligence.

3. It is an opportunity for young people to vent their emotions

At the same time, MBTI is not only a testing tool for personality segmentation, but also an important way for young people to socialize and vent their emotions. The pressure of life, competition in the workplace and media hype have aggravated the anxiety of young people. In order to relieve this uneasy emotion, young people vent their emotions through life sharing, citywork, sports and other means. MBTI has naturally become an opportunity for young people to relieve anxiety, increasing the popularity of MBTI.

The attention of young people is the direction of brand marketing. Now MBTI is no longer a simple testing tool, but an important magic weapon for brands to lock in target customers and attract the attention of young consumers. In the current era of user-first, the traffic dividend is fleeting. How can brands take advantage of the MBTI trend for marketing?

4. How can brands use the popularity of MBTI for marketing?

No matter which kind of leverage is used, there is an unchanging logic, that is, hot spots attract attention, and interesting content/gameplay caters to the needs of young people on the one hand, and can stimulate young people's desire to share on the other hand, turning the brand's "chasing hot spots" behavior into the hot spots themselves, thereby generating marketing fission and achieving multiple marketing demands such as attracting attention, expanding customers, and spreading. After sorting out the marketing cases of brands playing with MBTI, Mr. Bingfa found that brands are currently conducting MBTI-related marketing mainly from three directions.

1. Scene creation

One is to start from the product usage scenario and create an immersive product experience.

In the marketing of Huawei FreeBuds Pro 3 headphones, the brand focused on the marketing scenarios of i people listening to music alone and e people keen to share happiness, connecting audiences with different hobbies and personalities, and allowing different groups of people to have a highly immersive product experience.

Opple Lighting also provides product experiences in different scenarios. It has created "exclusive applicable light" for people with different MBTI personalities, allowing young people to find products that suit them in scenarios such as watching TV series, making plans, soaking their feet, and exercising.

The other is to further segment users by scenarios and provide personalized services to consumers.

In addition to creating product usage scenarios, it can also focus on real service scenarios. In Haidilao stores, the brand focuses on the dining scene and sets up seating areas such as e-person and i-person. On the one hand, it can bring together people of different personalities without making people feel disgusted. On the other hand, the brand can use the MBTI personality test of the consumer group. After it became popular on social platforms, the phenomenon of everything being MBTI has emerged. Some HRs will screen candidates based on the results of the MBTI test. Young people will use various MBTI emoticons to express their emotions/views in daily communication. Some people will use MBTI analysis as a reference for social behaviors such as making friends and falling in love, while some brands use MBTI as a new marketing entry point to reach young user groups...

2. Further segment product users

If the purpose of scene creation is to make the brand's products/services more attractive, then the way the brand creates product keywords/selling points based on the audience's personality is to more closely link the user population segmentation with the product style.

Different personalities have different preferences. Jeanswest uses personality attributes to glimpse the style label of the product, using different designs and colors to correspond to different groups of people, making the product more suitable for the audience's occupation and personality, and making the brand marketing more precise.

Also targeting different audience groups, Baiyang closely links the audience's eating habits with the products based on the personality characteristics divided by MBTI, and plays together with consumers.

Perfect Diary, on the other hand, has launched targeted product marketing based on the 16 personality traits of MBTI, providing suggestions on lipstick colors for people of different personalities. For example, for the rigorous and logical realist (ISTJ), whose personality is stable and gentle, it recommends red bean paste and cinnamon colors. And Perfect Diary has also cleverly linked its products with user consumption tendencies through the marketing campaign of "starting from MBTI to explore more possibilities for yourself", making its marketing more convincing.

Also using MBTI elements in marketing, Midea also grasps the characteristics of different personality types in its marketing for college graduates who want to build a dream "home" after entering the workplace. It combines MBTI theory with product characteristics, brand temperament and user habits, highlighting the functional value and human touch of the product.

Brands use the MBTI theory in combination with product characteristics to not only effectively promote products and highlight the brand's ability to use hot topics, but also increase young people's identification with the products and stimulate their desire to buy.

In this way, the brand can update its product marketing methods. At the same time, the brand can also use MBTI marketing logic to update its interaction methods.

3. Focus on interaction

This year, in the collaboration between Ele.me and tea brands such as Lelecha, Luckin Coffee, Yihetang, and Shuyi Herbal Jelly, the MBTI stalk was integrated, using "Do e for i, this cup is on me" as the new slogan, bringing together the socially anxious and the socially adept, exploring "100 reasons why I'll treat you to this cup", and enabling the brand and users to play together.

On the one hand, it reflects the brand's attention and sensitivity to youth culture. On the other hand, interesting marketing strategies not only help promote products, but also enable the brand to better connect with young people. At the same time, the brand uses a cup of milk tea to liven up the communication atmosphere, expand the marketing social circle, and allow "i people" to enjoy the happiness brought by milk tea with "e people".

Author: Mr. Bingfa

Source: WeChat public account: "Marketing Art of War" (ID: lanhaiyingxiao)