Wen (reprint)

Wen/ye

This article, is not the secret of the Buddha, originally killed not willing to write out. I can in a very short time, will "carved ye beef Brisket" and "Beaver Home Nail" two brands from the start-up to a lively, rapid valuation reached 1 billion, to a large extent on the use of this set of "by means of the Internet", "rapid detonation" martial Arts.

Carved ye beef brisket and beaver home nail, in fact, did not spend too much money to promote ("Too much" money equals less than 1 million), a short time, engage in a number of major activities, detonated the internet spread, which is still a little "methodological". So, I will publish this layer of "internal strength Heart"-four words, 20 words: Hardware is software, software is the experience. Advertising is content, content is entertainment.

In fact, these words are the one of the behind-the-scenes of the Luo's thinking, Wu Shengchang classmate said two years earlier. I made a slight change and became my core marketing idea when I detonated a new brand on the Internet.

Hardware as software software as an experience

The first two sentences are actually a word. The so-called "hardware is software", in fact, jobs classmate most understand, in his mind, software is the soul, exquisite hardware is actually for software services, and software is what? is the experience. Is beautiful, comfortable, pleasing experience--the soul of the dishes is clearly a taste, but, you see I spent a lot of mind to do hardware, in the Eagle Brisket or xue pan grilled skewers, those exquisite tableware, wonderful pendulum plate, smoke-filled atmosphere, and even can be loaded with salt jar, are inserted in the pebbles on the four test tube, four flavors, even napkins , there are allusions to the Yong Zhengyu yubi reproduction ...

"Software" Although the soul, but can not touch, not through the internet to show, at this time, you need to spend your mind on hardware. The beaver Home is to do nail-in-the-nail, how to do nail-nail process How to show? Well, we made a mobile nail room car out! This hardware is a big kill device ... Yesterday this sent a microblog, got 30,000 forwards, 20,000 comments, what do you think the reason? In addition to this popularity, in fact, more importantly, the nail car "hardware", the perfect description of our home nail, mobile nail concept, and this "whimsical hardware", bullying you have not seen, so everyone is happy to forward desperately.

Specifically, the Internet to do the detonation, you have to find a few people have not seen the "hardware", the visual system, full of novelty, and then through the display of this hardware, to explain your software level "experience feeling" characteristics. And this "soft and hard One" mode, the most convincing, convincing you that the "experience" is reliable, is spent the mind-although, she just read the microblog or on the photos.

Secretly say, hardware this thing and time and money! We build this China's first and only a nail car, the full cost of 2 million, curtain cushions are used in the level of love, the difference is set diamond ... But then again, 2 million buy hard wide, in fact, can not buy much, but this car's core charm lies in: It has been elaborated "beaver home" the door nail concept, and high force lattice, have tone, can spread-you think, I if spend 200,000 to modify a Guangxi Wuling van, Li Xiaolu, Zhang Xinyi They are willing to come up to do manicure? And happy to show off the tweet?

Advertising is content content that is entertainment

Next two sentences, "Advertising is content" what meaning? In fact, I personally feel that the current large number of traditional advertising is wasting money! Now don't say 90, even I this 90 ago, all began to "attention is not concentrated"! It's all fucking cell phones. Cause time fragmentation, I have difficulty reading for an hour in a row, I even have no way to one go 45 minutes of the United States play, the middle will always run God, open the mobile phone to see the brush under the micro bo ... Cause what? As long as your ads do not have "content", can not quickly "arrest", immediately shut down, without hesitation.

Weibo I see a lot of star advertising, the focus is a glance down, is "the feeling of advertising", I owe every time, to see the comments-Hey, and frankly, almost half is scold, scold stars how to collect money in advertising.

You guess we this Beaver home nail car of large promotion, so many star hair meager, there is no one scold? But most of it is a novelty sigh. There are a lot of people ask, how to get to the mobile nail car, also want to experience experience-see, this is "advertising is the content" of the power, but also "hardware is software" annotation.

My experience is: please the cost of the star, should be one-third of the total budget, and two-thirds, should be spent on the "content", and the content of the competition is creative, is the creation of soft and hard one, is the imaginative imagination. (rest assured, willing to spend money, wise people have a lot of ideas, no more carving, you can buy it to the Eagle ye ...) I can't get rid of countless odd ideas every day. )

The last sentence, "content is entertainment" This sentence, I really want to cry! In fact, what is the 30,000 this of this time? We originally expected 100,000 to be forwarded! It is a crime of non-war ... An unexpected situation, a "entertainment explosion point" can not be used, a star's agent has just been killed, resulting in a burst point, time and urgency, not allowed to change other operations may, sad death.

Had to cite the last example. The classic case of the braised beef brisket is "leave a few hands encounter Cang Jing Empty", Cang well empty in the carving ye beef brisket to eat noodles before opening day, and then leave a few hands "encounter", and ask everybody Japanese accosted how to say ... That night this micro-Bo 60,000 forward, directly on the microblogging hot search, "Cross fire" really mighty. So ah, please star can not stay silly boast products really good ... The audience is not silly, no one to forward the nature of the ads. But the entertainment of the things, everyone love! Wang Fei said that the divorce microblogging, you see hundreds of thousands of forwarding it, everyone is going crazy. In the age of national entertainment, "content is entertainment!"

So when these four tips are strung up, you can make it magical, get rid of the vast majority of Weibo ads pale comments and forwards, even after the consumer read through the abuse. More importantly, David Ogevi language: "Advertising, should be the brand image of the display, and every advertisement, should be the last ad overlay"-the four tips to understand, in fact, I think it is David Ogevi the core idea of the network era extension.

In the network age, everything is fast decay. Of course you can get red overnight, but it's hard to keep "brand temperature". Look at "China good voice" so many smash hit small star, although a program broadcast after a household name, but then? Fast fall, nobody. Network Shaping brand I think the pit is also in this-you need to quickly spread and detonate in time, but more important is the brand logic behind it: What is your brand proposition? The brand is a promise, what information do you plan to deliver during the detonation process, and how do you promise?

The beaver's family is actually thinking about all this and doing it aggressively. From mission to vision, from strategy to operation, all around this clear core to spread and combat--the result? The result is that the Beaver Home Manicure is currently 2000 single, and the guest unit price of up to 150 Yuan +, Cottage Beaver Home mode of it? is Home nail second, currently even 100 single still in the wistfully, The third place is still in the impact of the daily 30 single ... One inattentive, and repeated the myth of Aphrodite in the oil world: we exceed the sum of the second to the tenth place.

Only by thinking clearly about these business logic can we take "hardware as software, software as the experience." The advertisement is the content, the content namely the entertainment "to play thoroughly, the power is obvious." Of course, the last thing you want is for your competitors to be clear about this, haha ... Confused to put hard-wide, micro-bo marketing, always die the fastest. So, when you forward this article, you send the first half to your marketing department, the second half to your core layer-and hope that your competitor will never see the first half of the paragraph, accelerating the burn.

From for notes (Wiz)

Wen (reprint)