How to do well in brand marketing
Source: Shangpin China |
Type: website encyclopedia |
Time: April 23, 2014
Remember a slogan? "Your Yida~~No! It's your Yida!", most people can understand and smile when they hear this sentence. This context familiar to the whole market is the ultimate pursuit of brands. Brand itself is a commitment, which reduces the cost of users' choice, because people always tend to trust familiar products and familiar people. Even if your product is good, if you do not create a familiar context in the market, then your product value is missing, because there is no emotional resonance.
Now you can understand why Xiaomi is so angry! Xiaomi's context building was very successful. One time when I returned to the countryside, a student who just graduated from junior high school asked me if I could help him grab a Xiaomi. He said that it would be more prestigious in the class than Apple. At that time, I was shocked, but it was also reasonable to think carefully, because when you use Xiaomi, everyone knows that you are a mobile phone enthusiast and a player, Rob is also a kind of context.
I believe many people are more and more accepting of domestic mobile phones, but you may not buy domestic sports shoes. In fact, the quality and appearance of sports shoes are similar, but the context created by different brands will have a direct impact on our purchase. Some people simply cannot accept domestic sports shoes on their feet, just like some people never use Shuangdie condoms.
So how can we create a context that can be familiar and accepted by the whole market?
Before telling all this, let's first understand some basic principles of marketing: people's subconscious is driven by emotion, not logic (via. Inception); These emotions include innate entertainment, kinship, anger, curiosity, lust, and so on. So for the brand Website production For example, brand communication strategy should adhere to: all business strategies and motivations need to be transformed into user emotional concepts and stories. If you don't understand this, marketing can never be done well. Many brands' microblogs seem to only know how to hype and advertise, without considering the user's feelings. Basically, it is a layman who is doing marketing. If there is not an occasional mobile phone lottery, who TM is willing to pay attention to you.
The following is my insight and summary of brand marketing under the Internet environment.
1、 Accurate positioning
How can a thing that has never been heard of quickly increase its popularity? Because today's media environment is too fragmented, users receive too much information every day, and brands without sound will be quickly forgotten. Therefore, Carving God thought of a unique way to split the user's mind with a sharp positioning to make the user deeply impressed. Once contacted, it is hard to forget. The reason why I mentioned Eagle Master is that I have done tests on many occasions. I asked you what is the most famous beef brisket? They can only answer the question of "Diaoye Beef Brisket" - not soft text.
For example, if you want to make a photographic artifact that focuses on image quality, you will face competition from at least five manufacturers at the same time. But if your product is positioned as a nude artifact, and the built-in infrared function can directly take nude photos through clothes, then you don't need to spend money to spread it. Just work hard to produce it (for reference only, don't promise to send food to prison).
One advantage of accurate image positioning is that it is more efficient and cheaper to remind users repeatedly in the future.
Positioning helps the brand put a concept in the mind of users, so that you can establish a one-to-one correspondence with users.
2、 Make good products
Product is the root of marketing. The Internet is transparent. Don't think that successful marketing can really sell a pile of garbage. It's pyramid marketing, not marketing.
A good product needs to meet many factors (see the article on April 14). We only discuss the factors related to marketing: embedding marketing elements into the product. It is good that the product can speak for itself, such as highly differentiated, beyond expected experience, etc. The popular way is to find the most profound pain points of users and solve them. Only by solving the core pain points of users can they exceed their expectations, and users can speak for you, thus making the product topic social.
For example, Xiaomi solved the problem of screaming price, Samsung solved the problem of big screen, and Apple redefined mobile phones.
Many products become obsessed in the process of embedding marketing topics, and they are willing to create many gimmick functions for marketing. These functions do not meet user value, but are innovative for the sake of innovation. For example, the eight core mobile phone with extremely low storage is a typical gimmick marketing, and the eight core concept is played wildly without considering the usability of the mobile phone, which makes the mobile phone experience very poor, What's more, the rotating camera is not practical, which also leads to a significant decline in the hand feel and design of the mobile phone. Mobile phone is a kind of in-depth experience product. Every user's mobile phone will last for a year even if it is bad. During this year, users will constantly complain about the phone and pass it on to people around them.
Product standards in the Internet era
Recently, I read an article from Yujian, in which I agree with Professor Li Shanyou of China Europe on products. He believes that in the mobile Internet era, only products that touch the hearts of users and provide value beyond business can have a chance of success.
The product standard in the industrial era is functional experience, which mainly emphasizes functional efficacy, referred to as FAB; It emphasizes functions, advantages and benefits. Everyone follows this routine, but will users care about it today when products are homogeneous?
The product standard in the mobile Internet era has become "emotional experience". Its core has two points: the first is the ultimate experience, and the product itself is the first marketing force; The second is a strong emotional appeal. Professor Li said that "only products that touch the hearts of users and provide value beyond business can have opportunities."
So Nike not only sells sports shoes, but also wants to make you love sports and keep healthy; Wash the chopsticks and give them to you when Diaoye Beef Brisket is finished, to remind you to pay attention to environmental protection; Buy snacks in three squirrels, and give away small tools such as garbage bags, toilet paper and sealing clips. These brands will not only focus on transactions, but also make you a little moved beyond transactions, produce a better user experience, and increase your brand viscosity and memory.
Reasonable pricing
The standard of brand pricing is only two words: reasonable. However, there is only one criterion for users to measure pricing: value.
Once again, remind me that low price is a brand with superior value. If you don't pay attention to it, it will die. Users' measurement of value is comprehensive, not limited to price. You must make users feel the value of the product in many ways before users will pay for the product. What is a good cost-effective product? Please see my long article last Monday.
3、 Stereo marketing
Complete contact
All communication is based on specific symbols, such as brand name, LOGO, slogan, design, packaging and other things that contact users. It should be noted that the design of all contacts must have a broad mass base, that is, they can understand and understand at a glance, and the symbols that need users to think and even ask questions are problematic.
Here is another comment on Xiaomi's touch point design. From logo to graphic design to slogan, they are very consistent with the aesthetic environment of the target users. Even Xiaomi's copy on each page has been analyzed by big data, and clearly knows what users' needs are. So you know why I have always been pessimistic about the top 500, and have not mastered the basic methodology of doing things, The contact design is blind and chaotic. Can such marketing succeed?
Resonate
The symbol set up by the brand must conform to the user's emotion in order to hit the user's heart. These symbolic contacts are an activation of the original experience and experience in the user's mind, so your symbols cannot be separated from reality and users, It's often hard to look dead (so it's hard for a little fart boy to become the operator of social marketing. Without him, his own life experience is also insufficient. How can he excite users' feelings buried in their minds?).
Full coverage
Where there are users, it is the place where marketing should go. Xiaomi has covered Weibo, WeChat, QQ space, post bar, forum and other places where users are highly concentrated. Of course, there are many other tools, such as micro movies, portal media, including Focus Media's framework advertising, and so on. Each tool is used to the extreme.
People who are engaged in e-commerce should pay attention to that only users have at least 6-8 times of information contact with products can a purchase be made, so don't think that a product can be sold with ease after it is released. That's a joke.
It must be noted that not every brand can do a good job of three-dimensional coverage. First, it is a problem of capital, and second, it is a problem of team. These problems are ultimately the vision of the boss.
Why do you want to do three-dimensional coverage?
First, because of the fragmented media ecology, no platform can fully gather users, and users will go wherever they are. Second, simultaneous coverage of multiple platforms is conducive to topic explosion. Third, the most critical point: in any social environment, if a topic is not attacked to a critical point, the topic will quickly shrink without being ignited, Once any topic reaches the critical point of distribution (generally 10%~20%), it will be ignited, and the topic coverage will directly rise to 70%~90%. For example, the recent article event, a context familiar to all people can be formed in an instant. In the past controlled media environment, it is inconceivable to achieve this effect.
So I think social marketing has a very critical attitude, which is the principle of three bowls of rice. If you are not satisfied with one bowl of food or two bowls of food, don't try to work. That is not saving, but waste. You must eat three bowls of rice before fighting, otherwise one bowl and two bowls will be eaten for nothing. The same is true for marketing. If resources and IQ are limited, we should not make multiple attacks. We should focus on the operation of some key platforms, and thoroughly explore a topic or information, rather than just dabbling. Every well can't drink water.
Decentralization
The description of the subject is too long, but this content is very important, so I decided to leave it for the future to write in detail. Here is an example. When Xiaomi Mobile Power came into the market, the whole people were wondering what kind of product would be released, including soymilk machine, mobile hard disk, hand warmer and wolf protector... (The Xiaomi New Product Communication Meeting on April 23 also used the same method, and created a "stuttering body", which also formed a huge UGC). This new marketing method formed the situation that everyone is the communication center through a sense of participation, which is decentralization.
After the big V Xue Manzi came back, he didn't post a single message on his microblog. He praised his crime news and immediately became the topic of the whole city. This is the highest level of playing new media. The important thing is not to shout hard, but everyone is talking about you.
To put it bluntly, decentralization means that the brand itself becomes the media and outputs content for users to consume. Xiaomi's social media and forum group has about 80 people, and the new media group has nearly 50 people (equivalent to several small advertising companies). Many of them are chief editors recruited from well-known media, which is an important reason for the good brand stories. So the competition of marketing among brands is actually the competition among people.
Inspire sharing
When you have done a good job in the product, the touch point, the marketing, and the user has paid the bill, the last step of course is to encourage the user to share the feeling of using the product, generate positive word of mouth so as to affect the people around him, and form a continuous source of attention and topics, so that a closed loop will be formed in the marketing, and a happy ending of "out of control" will be produced.
Many people say that Xiaomi plays hunger marketing, but they don't understand the relationship between the supply chain and marketing. The supply chain is sometimes controllable, but marketing is often uncontrollable. China's Internet community is very large. Whether a topic breaks out or not, the impact may be ten times different. No one can open up the supply (the number of people participating in the rush purchase of Hongmi Note on the day of its first launch is tens of millions) However, those that can open up their supply are either products or marketing.
4、 How to treat social marketing
The experience of playing social marketing for a long time is that marketing is anti marketing. Don't treat every channel as a marketing tool, and don't treat users as people who watch advertisements. I think it is correct for WeChat to block those marketing public accounts. The accounts that regard social media as the source of traffic are all trying to send advertisements, cheat traffic, and ignore user experience, which is very offensive.
If you don't have the determination to create content, you'd better go to advertising. Don't treat users as fools. Even if you can confuse users in a short period of time, you won't last long.
As I write here, which mobile phone context do you think will be particularly successful in the future?
Summary of marketing website construction:
1. Do not implement social marketing without good products. Social platforms will magnify the shortcomings of products at the same time.
2. Successful social marketing includes but is not limited to the content mentioned above, such as the sense of participation, virus transmission, gamification, O2O, CRM and other tools are very important. Don't be greedy for perfection and plagiarism, and find your own advantages to achieve perfection.
3. Comprehensive coverage, topic initiation, decentralization, and the ultimate goal is to stimulate user sharing.
4. Do a good job of all brand contacts before marketing, or it will be a waste of money. In the Internet era, pay special attention to the design of all content displayed on the screen.
5. Successful brand and marketing are part of the product value, which is not limited to the hardware itself.
6. Adhere to the principle of content orientation, treat the brand as a media rather than an advertising center, and treat users as people.
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