Breaking the consumer's information barrier

In today's internet age, it is undoubtedly the most important thing to attract consumers to the endless stream of products. We have moved from the "Information Age" to the "excessive information age", and consumers will isolate themselves if they feel that the information is irrelevant to them. If the marketing communication strategy can not break through the consumer's "information barrier", communication will fail.

Attract consumers

How to enable consumers to open the heart of the switch to break their own construction of the "information barrier"? Heng "sheep and goat" type high-frequency but ineffective "forced breakthrough" is not a good choice. In the author's opinion, there are two choices to solve the consumer's information barrier: first, the product with distinctive and distinctive characteristics, with strong creativity, mass media delivery, can break the information barrier, Apple is the example; second, for most brands, consumers are interested and want to take the initiative to "attract out" The method is very important, and this is what we call the Cross Switch-cross=cross Media communication (Cross-media communication), Switch=switch of consumer ' s mind (open the switch in the minds of consumers).

Specifically, it takes into account the following four angles: (1) from the perspective of consumers-based on consumer psychological insights and media contact characteristics Insight; (2) Consider breadth-arrival rate and contact frequency, depth-participation degree, (3) design and Consumer communication Wire, (4) effectively combine multiple information points of contact.

If the previous mode of communication relies on the "big Idea" of advertising, then cross switch relies on the communication lead design based on the consumer's viewpoint. Not only to create "big idea", but also according to the "Big idea" to consumers from the "information flood" induced, and let them actively participate in activities, naturally buy goods. The key point of Cross Switch is how to guide consumer action, which is based on the core creative points and the complete thinking of the communication conductor. Core creative point is the key to the whole activity planning, and Communication wire is a guide to Consumer action communication route design, so that consumers can carry out the active brand experience.

So, how to design good communication wire? The author gives the reader four principles for reference.

How to design communication wire

Principle one, consumer behavior patterns based on the "Aisas" model have evolved into Aisas: attention (note), acquires (attention), search (Discovery), Action (purchase), Share (shared). Consumers begin to communicate and share information spontaneously with each other, from the initial passive receiver to the process of being able to actively search, buy, and share. With the depth of activity, the design is based on "Aisas" communication wire.

Principle two, the consumer's information contact point Management first must determine the information contact point, from the consumer daily life angle of view, Luo lists all may contact with the brand the information contact point, like television, newspaper, advertisement, handset, network and so on, then according to the communication goal to choose. Different communication goals, there are different points of contact can be most effective to reach. Finally, from the time, place, occasion, atmosphere, to define the highest expectations of the best time and occasion for the brand.

The following is illustrated with the Japanese comic magazine jump SQ. Theme dissemination activities. The goal of this activity is to reach the issue of the number of targets issued, while winning the comic fans (fans) outside the general population attention. The core creative point is to use the curiosity of the crowd, deliberately create a cartoon fan group and the general crowd between the "poor information", so that the cartoon fan group spontaneously to the general population to pass information.

How does this activity design communication wires?

"Please do not search" to induce the cartoon fan group of rebellious, active search for information. Late-night TV commercials, Google's search screen "Please do not search" "apology" site, stay 30 seconds after the sudden appearance of the animation, the search box again, and finally see the "hidden Secret site", to the end of the layer hidden in the mystery of the site has a comic magazine publication related content.

For the fan group to provide information to the general population of the way (blog plug-ins, mobile phone read reproduced, etc.).

At each station platform posters published a collection of comics, to attract the general population, only Yamanote (Japanese tram) a lap to sit down to complete the entire comic story.

Through the fan group sharing, will all the crowd to guide the website content marketing.

In the bookstore shop Head full of magazines, complete sales.

Finally, in the increasingly weak comic-book market, this activity makes "Jump SQ." The new publication is to add 100,000 copies, and finally issue 600,000 copies of the theme of the dissemination of the effect. The cross switch design for this case is shown in Figure 1.

Principle three, pay attention to consumer's psychological demand communication conductors need to capture the desires of the target consumers and stimulate their needs. Only the right to find psychological "button" to stimulate the target consumer. Here is another case to share, to see how it fastens consumer psychological needs.

In the beverage brand "drink roots,go! Speak your mind. "The theme of the dissemination of activities in the case, because the brand's beverage products lack of differentiation factors, so the primary goal of communication is to shorten the brand and consumer psychological distance. Its core idea is not to talk about the selling point of beverage products, but to build the brand personality of roots "knowledge, cheerfulness and Affinity", and to create the differentiated characteristics of psychological identity. It is this way to design communication wires:

Making a number of "whining" TV commercials that resonate with consumers is a source of concern.

The psychological resonance between the manufacturing consumer and the roots. Predict the psychology of consumers. Based on the consumer's action wire, the Office has produced and published a different version of the "What they say in society, life and embarrassment" in 603 stress locations, including crowded stations and compartments.

Through the "network composition" interactive activities as the core of the information contact point, promote consumers and roots deep resonance and lead to Word-of-mouth.

Post "whining" ads on a vending machine, through the sales level of information contact points, to consumers before buying a push.

After that, "Drink roots,go!." The whining series has been published in a book that has attracted more attention, so bookstores and books have become new contact points for information. The cross switch design for this case is shown in Figure 2.

Principle four: the transverse T-word model using the transverse T-word model is: the "breadth" (arrival rate and frequency) of the longitudinal axis, the "depth" (the degree of participation) for the horizontal line of communication wire, with a transverse T-shaped expression. In the design of the horizontal T-word model, as far as possible to obtain more consumer attention and interest in depth, as far as possible to guide interested consumers to continue to take the next step more viscous, increase their participation in the brand.

The first step is to design a route that will allow consumers to move from passive to active. Take them to the places you set up, such as networks, events, showrooms, and shop heads; When checking and revising the route, be sure to ensure that the number of consumers involved in the communication activities, if the waiting experience is too long, or the number of people who can participate in less, is not a good conductor design. Finally, the Cross switch is not equal to the media mix. The media mix lists the media distributions that reach the target population, while the cross switch is the conductor that can guide the target crowd, the media mix is the media budget allocation, and the cross switch is the communication lead design. It can be said that cross switch is a two-dimensional matrix marketing, as shown in Figure 3.