has changed dramatically in recent years. In the case of unprecedented supply, consumers lack loyalty to the brand. Therefore, it is particularly important to obtain old users and stick to new users through systematic marketing.
1. The marketing environment has a dramatic
"Pursuit of Excellence" author Tom Peters said: "It's meaningless to remember the past, and the stability we have long been considered for a long time is gone." , "Constant things" is hard to find. After the user has been empowered by the Internet tools, it has become a "universal user", and sitting on the sofa can track the world's major events. In terms of consumption, unprecedented rich supply makes consumers lack loyalty to the brand. users no longer rely too much on consumer decision -making, instead pursue the "absolute value" of the product (the user uses a certain product or enjoy the practical feelings of a certain service).
In the communication model, the original communicator needs to experience the linear communication process from the early adopter-early user-sheep flock effects-latter lattice. For example, the early acceptance of iPad is an old man and children who do not type. The originator of creative bookstores, the original ancestor of Japan ’s Japanese House Bookstore, was originally opened by the elderly after the retirement, and later became a Volkswagen punch place. Some scenarios will fail.
is currently in a "common time" state, and any group can obtain information at the same time, and marketing no longer needs to cross the "gap". Now even a user who is very strange to Xiaomi, he can quickly learn about the characteristics and reputation of Xiaomi products through Baidu, Xiaohongshu, and Weibo. In such an unstable environment,
is particularly important how companies to do marketing.
2. Establish a marketing "consensus"
inside the enterprise. first needs to establish a consensus on marketing value. Only with consensus in ideology can there be resonance in action.
In the new marketing environment, I combine my fifteen -year marketing practical experience to refine a set of "PoEM" model:
- enVironment is the external environment, including the competitive environment and user insights; Four P: The iron is also hard. What the user thinks of the product depends on the quality of the product itself. The second is to perceive the product through the price of the product, the obtaining channel, and the promotion (Promotion);
- OTHERS is evaluated by others, mainly including word of mouth and growth.
- Marketers is corporate marketing, including Social (social media), PR (corporate public relations), BD (business expansion) and other methods.
Specific analysis:
(1) In the external environment, we need to clarify the logic of the competitive environment and insight. The logic of users. From the perspective of the competitive environment,
is currently incorporated into a 30 -minute performance distribution market with sufficient endurance and resources. Costco needs to face competition from Hema, Daily Fresh and other companies. From the perspective of user perspective,
needs to find the fear and love of users. can be delivered after buying products online for half an hour, and when it is full of 0 yuan without threshold and various full reduction activities, it is not realistic to let users go to COSTCO to store large consumer goods at home.
Therefore, I think Costco may be cold in China.
(2) In terms of user perception, the company's marketing core is to have "intensity"
. The ideal marketing intensity in my eyes is to multiply the current creativity that the creativity is multiplied by the answer after ten. Only marketing can only have a word of mouth with high strength. Essence we analyze from some high -quality marketing cases:
- "high -value" ship song fish dumplings have become the explosion of the store;
- "single dog food" potato chips for single groups, one year sales reached hundreds of millions of yuan, which ;
- Luzhou Laojiao Perfume, Garcharbos washing water, Zhong Xue Gao and Luzhou Laojiao launched "popsicles on the meeting" and other cross -border marketing have aroused widespread public discussion;
- new net red beverage "tea burning tea" is one. Gaming team genes produced. After finding the hot word "burning" through the new media big data, they promoted the product to offline merchants. Through the preliminary test which product is better to sell, it will be sold; The "Rock Sugar Gourd Milk Tea" and "Donkey Rolling Bread" were launched, and stinky tofu desserts were launched in Changsha;
- Sea Lifelion continued to explore the ultimate service, such as holding children, guessing the game, and the embarrassing dance of customers; Onelan ramen was popular, and the store opened from Japan to the United States;
- ...
must strive to explore marketing communication points from the aspects of design, concepts, services and technology.
(3) Fame and fortune can only grow
companies must know what users are saying. The logic of the enterprise's reputation is: first of all, you need to find the "talkers" of word -of -mouth communication, that is, the communicationman, and at the same time determine the "topic" and "tools", such as using Xiaohongshu or Weibo to understand what users are "saying". Nie Yunzhang, the founder of
Hi Tea, will see what the user expresses by browsing the user comments in the public comments every day. This is the starting point for corporate insight into user needs and preferences, and it is also the starting point of marketing. The core of
Enterprise Construction is "Achievement Users", making users feel great. When , when consumers share photos of drinking tea on social networks, they actually show their own selfies. Enterprises must ask users to treat themselves as a prop, instead of taking themselves too seriously.
When a company obtains reputation through marketing, if you want to get high growth, you must find a way to help the company or project in low -cost drainage and new. Social cracks are a good way. The core of
social fission needs to be promoted around "welfare", and only benefits will allow users to have a motivation to share. However, when the enterprise is issued welfare, it is necessary to consider both users and the interests of users. Only by allowing users to "fame and fortune" can they detonate social fission. It is worth noting that paying for users should not be too direct. Many marketing methods are now realized through gamified gameplay, so that users think that "welfare" is a reward for their own efforts.
's current fission gameplay includes relay red envelopes, draws, groups, development games and dividend pools. These gameplay is actually a layer of "Canada" on the basis of allowing the user's fame and fortune to be a gamified packaging. The core cost of
enterprises is not how much money and how much money they earn at this moment, but the total contribution of the user's life cycle is greater than the first new cost. When is doing social fission, the company needs to reach a consensus within the enterprise. Regarding this, my suggestion is that the company can try to publicize the daily growth instrument panel, which helps the employee system to understand the big logic of the business, rather than just the part, so that everyone can see the value that they bear on the entire interest chain And role, this is conducive to the optimization of overall decision -making. At the moment of
, private domain flow is the basic skill that every company needs to do. At the moment when the supply is unprecedented, if the company does not have a sense of presence in front of the user, users will easily lose. can reach users at low cost or cost without cost through private domain flow. user operations will always help third parties if they are not held in their own hands. At present, enterprises can operate their own private region flow through personal number operations, public account operations, group management, small program operations, and traffic pool operation management.
(4) In corporate marketing, only content can be disseminated
In terms of marketing methods, companies can quickly gain popularity through "saturation strikes", such as through focus media publicity. But in terms of content, companies market by approaching "absolute value" rather than concepts.
Take Guazi second-hand cars as an example. Initially, regardless of user needs or whether the model is 2B or 2C, we marketed a differentiated positioning - eliminating middlemen. But when I started doing B2B business, I found that "cutting out the middlemen" was not reliable at all. Recently, Lei Jiayin, a new spokesperson for Guazi used cars, has also updated its marketing focus from "removing middlemen" to "helping you buy wherever the price is low."
Durex is a good player in content marketing. Their marketing creative production mechanism is to cooperate with Huanshi Interactive to form a team of 11 people, 4 people compete for creative ideas every day, and finally choose an optimal creative idea for external dissemination.
When doing marketing, companies must stand from the user's perspective and use good content to "plant grass." For example, Xibei Noodle Village continuously broadcasts live broadcasts through beautiful waiters. Xiaomi Home requires all store managers to play Douyin with their teams and establish a culture of playing with users.
Daily Youxian once did a wave of communication based on landmarks. For example, Dashanzi in Beijing was very congested, so Daily Youxian launched "The pace of Dashanzi is very slow, and I am very fat, but it's okay. We are all." It’s the look I like” and “I ordered a few skewers, drank a few more glasses of wine, and couldn’t find the direction home on the unknown streets of Wangjing.”
It is worth noting that the brand must have some "flaws" when marketing, and it must be good at seizing the slots for marketing, and cannot be too serious. For example, a successful promotion copy written by an English vocabulary app - "Why didn't you come to memorize the words again? Did I waste your mobile phone's battery or your mobile phone's data, why didn't you come?"
For brands For Fang, if you want to use deconstruction to "make small works for pleasure", you can't be too pretentious. If the company's marketing is correct and users cannot challenge it, there will be a lack of motivation for interaction.
In addition, companies need to realize that they need to be group brands rather than category brands. What users love is a lifestyle, not just a category. Currently, Starbucks' peripheral sales account for 10% of total sales, and Heytea has also set up a cultural and creative company to produce brand peripherals.
Therefore, when companies are marketing, it is very necessary to output diversified content and reach target users through more scenarios and a longer life cycle.
Don’t be afraid of ruthlessness, be afraid of stability
Zeng Guofan emphasized the word "stability" in the war. He was good at "strengthening the stronghold and fighting the war stupidly", emphasizing "I will not shout when the thief screams, and I will not shoot when the thief shoots. When the thief comes, charge." When I pounce, I can't stand even if I pounce once; if I pounce twice, I can't stand; if I stand firm for two hours, I will definitely win the battle."
Feng Tang commented in the book "Cheng Shi" about Zeng Guofan's life. There are only two words in it: "成事". As long as one thing can be done, I don't care what the means are, so I got the nickname "Zeng Shao".
In society, people are not afraid of ruthlessness, but stability. In marketing, enterprise systematization and stable output are of great significance.
Author: Xu Xiaohui, public account: Entrepreneur
Source: https://mp.weixin.qq.com/s/IlbgtC932gnxdOM_OAkwcQ
This article comes from everyone is a product manager cooperative media @chuangyebang, author @Xu Xiaohui
title picture comes from Unsplash, based on CC0 protocol
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