Cattle marketing, not like also can let you buy

Marketers struggle every day to hope their brands are popular. But most of the time the brand is a bit like a star-not afraid of being unpopular, but afraid of being uncontroversial. Think of the "godfather of apple" jobs, and Fan Bingbing, who has always been the "master". The right topic will bring attention and vitality to your brand. Because the reality is, like and hate a certain brand of people must exist, how to use the controversial brand marketing strategy to improve sales and user stickiness, is the marketing officials a higher point.

In the list of famous brand disputes, we can see that people who like and hate McDonald's are around 30%, indicating that McDonald's is a highly controversial brand. Amazon is less controversial than that. If the brand manager based on the average product popularity, it is likely not to understand the real situation, to draw an objective conclusion, and in this way, a more clear understanding of the number of brands and hate the specific distribution.

So how do you make sales go up in a curse? The following four marketing strategies are not to be seen.

1. Appease the Hater

As with the rules of interpersonal communication, one of the ways to make the controversy work for me is to try to change the negative image. This strategy is the most straightforward and can help to win a group of potential consumers. General Mills's Betty Chef brand sells homemade desserts such as cake premix and cake creams, but the brand is in trouble because of concerns about obesity and the rise of Low-carbon products. At the beginning of 2008, the proportion of those who hated the brand reached 4.5%. After the company took a series of measures, including the creation of interactive blog site response to netizens criticized, the introduction of gluten-free cake, the establishment of consumer health website liveglutenfreely.com. Three years later, the brand's aversion to 2.8%, because the negative word-of-mouth will be about neutral consumer purchase decisions, so even a small drop, but also for the brand significant.

2. Irritating the Hater

In the opposite direction, deliberately and hateful people to the opposite. This utilizes the psychology of consumers to defend their love for their products. The intense reaction of the fans will lead to the transformation of neutral consumers. The famous European low-cost airline Ruian (Ryanair) is famous for "frenzied" cutting costs, such as charging 70 euros for boarding passes at the airport, charging for toilets on airplanes, and charging obese overweight passengers with a "fat tax". While some of these measures have not really been implemented, provocative rhetoric has helped the brand make headlines and become the real "low-cost pioneer" in the minds of target customers.

3. Enlarge the controversy

Unlike the first approach, this strategy is summed up in a Chinese proverb, "ashamed". The British 1902-listed savory Marmite, like Durian, is loved by someone who is afraid. In order to ignite the enthusiasm of the supporters, the company launched in 2010, the super version of the "Ma Mai xo", in the social media to select 30 of the veteran Mai sauce enthusiasts, invited them to match Mamazi cocktails and try to eat, and online promotion. This activity brings 54,000 clicks to the company website, just shelves Mamet XO also sold.

4. Manufacturing dispute

Sometimes in order to serve the core consumer groups of products, enterprises have to give up the emerging consumer groups. For example, the British Apple wine brand Strongbow's rival Magners will be packaged into summer ice cool drink, won a large number of white-collar consumers, at this time Strongbow not and its positive competition for young white-collar workers, but to use the opponent's position, Continue to focus on their core consumer groups of workers to increase marketing input, the main manual labourers toil a day after a toast to the advertising image. Although the trend of the people's derogatory, but more and more hardcore apple wine guests strong support.

Others have deliberately released controversial ads, angering a portion of the audience and increasing brand exposure. For example, the U.S. forward Insurance company in 2008 its launch of the campaign in an outspoken woman Flo, strong personality, advertising content deliberately create a lot of topics. Facebook then came up with the "I Hate Flo" group. Forward insurance is also a popular list of unwelcome ads, but brand awareness promotion, promote sales. Note that this unwelcome aspect involves only the innocuous part, not the product's characteristics and quality.

Generally speaking, managers should not only stare at the average of the brand survey, but must understand the attitude of consumers in all directions. The brand controversy is not only about the survival of the disputed brand, but also the long-term tracking index of all enterprises. In the social media age, a trivial criticism could quickly spread the image of a crisis firm. Enterprises must rethink brand strategy accordingly. Of course, the differentiation of the evaluation may also reflect the corporate brand communication defects, the impact on brand value, this must also be taken into account.