The marketing power of a good story finally gives people a glimpse of

The marketing power of a good story has finally been seen.

It can be said that last weekend, "I Only Live 1%" story show, is the most cost-effective event marketing this year, not one. Although Ma Jiajia, carving ye, Huang Taigi, Yu Jiawen, are masters of storytelling, but compared with "great Anne", can one-time, short time, pure in the social media detonated and achieved such a good transformation effect, no one can out of its right.

December 13 21:26, micro-Broad V "great Anne" released "Sorry, I Only live in 1%" photos, in the micro-blog quickly fermented red, and then quickly spread to the micro-trust Friends Circle, a short day, two social networks have been brushed screen. As of December 15 20 o'clock, the map on the microblog has been forwarded 436,900 times, points 347300 times, comments 89,000 times. And the transformation it brings is surprisingly high, "The Great Annie" 14th 15:07 Micro Blog said that this article has more than 60 million reading volume, more than 300,000 users download her pioneering development of the "Quick comic" application, the application also in the App Store to the highest in the free list, Still in second place until today.

Many people marvel, really is the marketing of the fork, did not see her money will be word-of-mouth and download a double harvest, this is the vast majority of companies can not buy the money.

I have to admit, it's really bull. Even then someone questioned her hype, questioning her comic level, and her inconsistent expression, here, I would like to say that its values, moral standards, entrepreneurial growth path, not to you and I, alone from the event itself, we can learn is her event marketing skills- A good story has accomplished a hot event, a good story triggers and promotes a marketing closed loop.

Good stories make good marketing

No one likes to listen to the truth, better tell a little story. This has nothing to do with the IQ and status of people, "story" and "bosom friend" have their own audience groups, the airport's financial magazine also rely on business stories to make white-collar people intoxicated.

JWT JWT Advertising company CEO Doctoroff once said: "Our goal is to turn" mice into Mickey Mouse. "Mouse" is a general commodity, many, but people do not necessarily like. But Mickey Mouse is not the same, although it is a mouse, but it can bring people happiness, can get people's love--Mickey Mouse is the brand.

The process of change is storytelling. A popular word in English content marketing is called story telling, which is "storytelling." There is a wonderful story behind almost every successful brand. All successful brands, are very good at "storytelling", they know how to brand history, connotation, spirit to the consumer, and in imperceptible to complete the brand concept of indoctrination.

So, a good marketing is to tell a good story.

What kind of story is a good story? "I live only 1%" can count as a specimen.

The anatomical specimen gives us a better view of the details. From the perspective of communication, distinct themes, personalized characters, rich and conflicting plots, empathy and details are indispensable, and the purpose of these elements is to have a sense of generation, the audience, the audience to resonate.

If this is the analysis of "I Only live 1%", I can see very clearly its brilliance. Jim Stenger, former marketing director at Procter and Gamble, said the best companies would tell two types of stories to build strong and enduring brands. One is the story of Genesis, focusing on the entrepreneurial legend of the company, a customer-influenced story about the positive effects and changes that the company's products and services bring to people's lives.

"Great Annie" is about a Genesis story. You reader, listen to the breakdown in detail:

1, bright and positive energy theme-inspirational and dream

This is the current social heat has not reduced the topic, is also the silk of the spirit of consolation to the spiritual food. There are friends on the Internet spit slot, said "Great Annie" is not the creation of comics but chicken soup, it is true, Annie brought to everyone is a bowl of hot chicken soup. Netizen "Surname Zhao Nameless" message: "The Dream department may be the only one that can tie a tie with the love of the literary and artistic creation theme, because it is the entire human soft rib." ”

2, personalized characters--90 after the girl entrepreneur

In the entrepreneurial army, the current can also arouse public opinion and people's attention, but also only, this is all 70, the envy of the point and the media focus. People will never let go of such a fresh play, the spectators would cheer for their little success, and they would be distressed by a little setback.

3. Novel and visual form of communication--comics

80, the early years have entered the age of reading, compared to the long text, the image itself has intuitive and aesthetic, more easily spread, but also more suitable for fragmentation of time. The form of comics is inherently more readable and more sexually accessible.

4. The core contradictions and conflicts in the story--persistence and independence in growth and entrepreneurship

This is the most exciting template of the moment, and the Genesis story shows the motives of the brand or company at the beginning of its creation. As Mercedes Benz, people think of the story of "Father with Woman's surname", each great company is a response to a real-life specific user needs. And the Genesis story is precisely the sort of thing.

From the comics we can see that little Annie in her own struggle has broken two or 1% of the curse, now to use the power of the network to achieve the third 1%, this is a good story. It is most touching to tell your own story. Personalized characters, rich plot, contradictions and conflicts, in just a few cartoons are vividly displayed, so that the user has a resonance, the image of Annie in the user's mind has become their own future and hope, each person in the moved when in fact, are in for their own move.

It should be said, "Great Annie" powerful storytelling ability, played a crucial role, here, the micro-blog story Hand storytelling is the power of a big shine. "The same story, we are not able to express, but Annie with her words her painting, but can be expressed so deeply rooted, so that they resonate." ”

Critical Tipping Point and booster

The above four points are necessary for a good story.

At the same time, being a good story also requires:

1, real, let people believe. The brand story must be "real", which is not to say that the brand story must be a true story, but the brand stories to be able to justify themselves. Consumers seize the brand story of the loophole, even if the real will be the consumer affixed false label.

2, positive energy, let a person move. Why has the story of Snow White and the 7 dwarfs long been spread? Because it follows the people to the beauty of longing, so can transcend time and space to become a beautiful eternal world. Therefore, the brand story must deduce the true feelings, the deduction to the human world truth and beauty pursue.

These two points were also played out in the "Great Annie" story. But the good story can become a good marketing, there are several essential elements.

First, before you make a story, think about the following points:

1. Who is your target audience?

2, you want to use what kind of story to move them?

3, how to reach the audience and let them participate in it?

In this regard, Anne should think more clearly, in this marketing, a short period of two days, investors, industry collaborators and ordinary users are sweep, the result must be beyond her original expectations. From the content of the general audience, starting from the social network, even if the impact on ordinary users did not have a particularly prominent effect, at least can allow investors and industry partners to see their marketing capabilities, may be the most basic team Annie's original intention.

Secondly, the support of the time point and the large environment is particularly important.

Malcolm Gravilde wrote "Tipping Point", which tells the three principles of popular theory, the first is the law of individual characters, that is, the popularity of a thing can not be separated from three kinds of people, contacts, experts, salesmen. The second is the law of adhesion, is the popular thing itself has the elements, these elements can make people forget, linger. The third is the law of environmental power, that is, the initiation of popular environmental factors is very important, a small external environment changes, can determine the popularity or not popular.

The environment is vital here. The recent comparison of several incidents of fire, are to catch up with the entrepreneurial tide of the car, to everyone is talking about the ups and downs of entrepreneurship, and therefore more easily spread.

Finally, and most crucially, the individual character laws of the tipping point, the salesman's choice is crucial.

For most businesses, what I'm talking about is something you're not going to learn. In general, the "Great Annie" on the Micro-blog fan group and hand group, is its courage to exert and win the killer. With more than 8.38 million fans and a long group of bloggers on Weibo, they have become salesmen of the event, forwarded, commented, praised, and filled with feelings and excitement, serving as a communication node of varying sizes.

And this channel of communication, for the vast majority of enterprises, is expected and not, even if the money to do the promotion, but also because of the involuntary participation, itself is like a strong twist of the melon, business taste overweight and chain too long, but also greatly reduced the effect.

In general, storytelling is a long-term and lasting work, the need for continuous infiltration and bedding, for an event marketing, or a single content marketing, the initiator is difficult to expect a success. Stimulating the user's mind, that is, a mental life, but also a physical work. If you want to four-to-two dial, in the interpretation of life and gossip to stretch out the characteristics of marketing, activate your users, mining is the user's mental resources.

The ultimate goal of the brand story is to spread the brand, not just entertain the public. "Storytelling" is a process of communication and persuasion, and to tell a story well is far more difficult than it might be.

People love stories and are happy to spread them spontaneously. But a story-telling brand needs a long, sustainable story. Many times, we only guessed the beginning, but did not guess the end. I hope "Great Annie" is not!