1. Brand different strategies for playing at different stages:
When starting a business, you must create unique functional buying points, and find and capture the origin of the crowd through precise distribution and social grass planting.
has to run to hundreds of millions, and it needs to use brand positioning + to explode the circle, becoming the first choice for a new category or segmented market, segmented population, and segmented scenarios.
reaches billions, and new products must be stacked, scenarios are created, potential demands are stimulated, and commercial increments are created.
has to reach more than 10 billion, and we must continue to consolidate the industry's leadership position, increase brand potential, output values, establish cultural identity, and become a leader brand.
2. Brands and channels should go in both directions to form a "push and pull joint force"!
Brand pull: The attractiveness of a brand to consumers makes consumers' ability to actively choose a certain brand among many products.
Channel push: When consumers want to buy a product, is it easier to reach and obtain a certain product?
3. There are usually four reasons for the poor performance when advertising:
First, the brand positioning and advertising content are incorrect. There is no reason to choose you instead of others. The core of the media is reaching, and the key to how to touch consumers is advertising content.
Second, the media is not enough and has not been thoroughly released. If you don’t have enough money, you must focus on the core media and the core areas, and penetrate the minds of the core population.
Third, social grass planting is not effective. Consumers looked at the advertisement and thought it was very good, but after searching online, they had poor reputation evaluation and gave up decisively.
Fourth, traffic harvesting cannot be done. After the advertisement was launched, there were not enough offline channels and insufficient shelf layout. The online omni-channel layout is limited, the operational capacity is limited, and the traffic cannot be controlled.
4. An excellent brand strategy must meet 3 "points" at the same time:
can not only reflect the advantages of the product, but also reflect the differences with competitors, and can also directly hit the pain points of consumer demand.
5. A good advertising slogan has nine-character tips:
Customer recognition; sales use; rival hate. Don’t advertise too much sentimental and value output, that is the privilege of successful people.
6. There are usually three ways to find a good advertising slogan:
force the boss to death. Ask the boss at the bottom of the matter: If you only have 5 seconds to face customers, how can you simply tell the difference between you and your main competitors in one sentence?
access to the pin crown. The reason why he became a sales champion must be that he said something right, hit the user's mind and eventually became a sales champion.
access the customer. Loyal customers not only buy you but also recommend you to others. What they said when they recommended you to others.
7. The best tactic to deal with strong competitors is to go the opposite.
Representative case: Feihe uses "more suitable for Chinese baby physique" to deal with powerful international brands. Pepsi uses the "choice of the younger generation" to deal with the "century-year inheritance authentic Coke" of Coca-Cola .
8. The first one to penetrate into the mind of consumers is called first, and the first one may do nothing.
Begeffort is the first to make cheese sticks, but Micro Lando is the first to penetrate the minds of consumers and finally became the first.
9. What is the real formula for cost-effectiveness?
cost-effectiveness = (tangible value + intangible value) ÷ (there is formation cost + no formation cost).
Enterprise competition has developed to this day, and the tangible value and formation costs are almost the same. To truly improve the cost-effectiveness, we must improve the intangible value and reduce the cost-free formation.
The trust cost is the biggest no-forming cost. The importance of a brand is to reduce the no-forming cost and enhance the intangible value.
10. TOB's business requires 5 types of people:
From a marketing perspective, the market chain effect is generated by five groups: decision makers, influencers, buyers, experiencers, and communicators.
11. The five major mental laws of consumers:
One hates complexity, two has limited capacity, three has preconceived ideas, four has no sense of security, and five has a lot of curiosity.
12. Consumer products need to master two shelf theories:
1 is the real shelf. The more terminals the product enters, the better the shelf position, and the greater the probability of selling.
The second is the shelf of consumer minds. Have you put it on the shelves in the consumer minds? How big is it?
Realistic shelves penetration rate * Consumer mental shelves penetration rate = your comprehensive sales ability.
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