"I understand many truths, but I still can't live a good life" is the perception of many people about life, which shows that understanding the truth cannot be equated with practical application, and there is still a huge gap between the two.
We also encounter the same confusion when analyzing marketing cases. We analyzed countless excellent marketing cases, but found that we still made high-level works and projects.
After interpreting an excellent marketing case, it is impossible to draw useful experience from it. It is nothing more than falling into the following three situations:
1. Insufficient ability, experience, and cognition leads to inability to understand or seemingly understand ; it usually happens to newcomers who have not been in the industry for a long time, because they lack sufficient knowledge and experience accumulation, it is difficult to understand some professional issues.
2. The success of the case cannot be found, and the corresponding methods and routines cannot be summarized. In this case, either the lack of careful analysis or the ability to summarize and analyze needs to be further improved. After all, the study and analysis of things is a high-level ability that takes a long time to cultivate.
3. Without practical experience and execution ability, it is impossible to apply what you have learned; it is like most people understand the principle of unity of knowledge and action, but few people can truly achieve unity of knowledge and action.
believe that the above situations are also the pain points of many people when studying and researching marketing cases. Over time, they will have the "confusing mentality of whether the case is useful".
Think carefully and you will find that this is a very normal phenomenon, because thinking that you understand and really understand are different, and whether you really understand and whether you can summarize the successful method from it is also different. Summarizing the method and applying it to practice are even more different.
has served as a judge of many domestic and foreign advertising events in the past two years. On average, thousands of marketing cases have to be reviewed every year, and the review speed of cases is naturally getting faster and faster.
It takes 20 minutes to finish a case from the beginning, and it may not be guaranteed to fully understand the key points; now it can basically ensure that you can read it quickly within a few minutes, and you can refine the core views and content clearly.
can become faster and more efficient to understand cases. On the one hand, it is because the speed will naturally increase after reading too much, just like reading too much books will naturally be faster. However, the most important thing is to learn to look at key issues. After analyzing the most important issues, you can quickly extract the essence and opinions of the case and judge the advantages and disadvantages of the case.
Based on my own case interpretation experience, I feel that there are 6 issues that need to be focused on, namely "background and goals, marketing strategies, communication topics and content, communication media, user paths, and marketing results". Let us understand them one by one based on actual cases.
Background and goal are to allow analysts to understand the current situation of the company and the significance of launching this marketing campaign from the perspective of the company: Why should the brand launch this marketing campaign at this time? What difficulties and problems do you want to solve? What results do you want to get by using marketing behavior?
Take Luckin Coffee X coconut tree coconut juice joint marketing as an example. After experiencing some storms, Luckin Coffee is still loved by young people and its performance continues to grow. A large part of the credit comes from the launch of hot innovative products such as raw coconut lattes.
So Luckin Coffee continues to use product innovation differentiated marketing strategies, and jointly launches the co-branded product "Coconut Cloud Latte", which is the first cross-border joint brand in 34 years.
Marketing strategy in short, it is to sell what products to whom through what methods and channels; therefore, when analyzing the marketing strategy of a case, it is necessary to focus on understanding several issues: What are the target groups of people? Which product is mainly promoted? What publicity actions have been planned? What kind of promotional and operation activities should be formulated?
In this joint brand between Luckin and Coconut Tree , the marketing strategy is extremely clear; the products promoted needless to say, are naturally the co-branded product "Coconut Cloud Latte"; the core targeted group is naturally "loyal consumers of Luckin Coffee", and the potential groups include "coffee enthusiasts who like to experience new products" and "coconut Tree Coconut Milk".
The combination of marketing communication and traffic action is also relatively complete:
1. The official voice attracted attention
Coconut Tree Group announced its first joint cooperation in 34 years, arousing the curiosity of netizens. Later, Luckin Coffee officially announced its joint product "Coconut Cloud Coffee" and adapted the controversial promotional slogan of coconut trees, "This cup will be drunk from childhood to the atmosphere."
2. The spokesperson demonstrates how to drink, virus spread
Coconut tree spokesperson Xu Dongdong personally came to unlock the way to drink, the classic and controversial posture attracted netizens to imitate.
3. Weibo topics and interactions create popularity
Weibo initiated topics such as #Lucky Cinques Coconut Tree Coupon Tree Coupon Coffee, and started joint paper bag PK voting interaction, and invited KOLs in life, entertainment, and food to increase the popularity of topics.
4. Little Red Book grows grass to make trend
large batch of small sweet potatoes KOL and KOC grass recommended to create a feeling that young people are outdated without buying a cup to take photos.
5.KOL and private domain positions have caused screen splash
A large number of marketing and news public accounts have helped boost the promotion. Luckin private domain community, as a seed base, has caused screen splash in the circle of friends.
First, does the promotional theme proposed have a sharp insight into consumers, and whether the information conveyed meets consumer needs or solves consumer problems; secondly, can the posters, videos, pictures and texts, H5 and other communication ideas and content help brands achieve corresponding marketing communication goals? The promotional slogan of
Coconut Cloud Latte "This cup has been drunk from childhood to atmosphere", mainly to take advantage of the slogan "I have drunk from childhood to adulthood", which has been popular in the past, and is also to satisfy consumers' entertainment and curiosity psychology. The promotional materials rated by
have further driven the self-dissemination of products on social media, such as the official announcement poster of the coconut milk PPT style earthy flavor, and even the coffee handbag and cup cover are designed into a highly recognizable earthy flavor style, as well as fun and interesting new drinking short videos, which have attracted many netizens to watch and imitate.
The main considerations are: the matching degree of media content style and content communication, the accuracy of media users and target audience, and the degree of media tone and brand tone.
Because Coconut Cloud Latte hopes to become a popular product in the Internet, the choice of media cooperation is naturally based on social media, including Xiaohongshu, WeChat, Weibo, Douyin , etc. Through the content planting recommendations of social media KOL, it attracts more people to experience this new product and creates a trend that everyone is drinking.
It is necessary to sort out the paths for users to participate in each link of marketing activities, judge whether the path is smooth, so that users can participate in the experience better while improving the effect of marketing communication.
Let’s sort out the marketing path of the Coconut Cloud Latte product: official self-media and private domain positions are released for the first time, and social media topics and KOLs are spread on a large scale, guiding them to online operation activity pages or offline stores to purchase. The spokesperson personally came to unlock the fun drinking method to trigger consumers to imitate, and ultimately realizing the secondary fermentation and dissemination of social media.
In order to avoid self-emotional ineffective marketing and get the desired results, it is necessary to judge whether the marketing results match the predetermined goals; if the pre-target is to accumulate private domain traffic, then the marketing results cannot be judged by brand exposure, interaction and other data; if the set goal is communication, it is wrong to measure it with sales results. The goal of
Coconut Cloud Latte is to create a hot product to drive sales up, and from the final situation, it is also very good; in terms of product dissemination and topicality, the topic discussions on Weibo exceeded 30 million, and the number of related notes on Xiaohongshu exceeded 40,000, which also caused the flood of the circle of friends.
sales have set a single product sales record. In the absence of Shanghai, the main market, the product sold 660,000 cups on the first day of its launch.
[Knocking on the blackboard]
- What are the background and goals? What is the marketing strategy of
- ?
- Can the communication content be needed by my sister?
- What are the marketing communication media? What is the user marketing path of
- ?
- Does the marketing results match the target?
with the above six questions to interpret marketing cases, and follow the corresponding steps and methods to practice deliberately, and you can effectively absorb the essence of the case like a sponge!
Author | Laopao OG Marketer's strategy knowledge and opinions
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-