How do we create a context where the whole market is familiar and receptive?

Summary: Remember a slogan? Your benefit Tatsu ~ ~ No! , most people hear this sentence can understand and smile, this whole market is familiar with the context is the ultimate pursuit of the brand. The brand itself is a promise that lowers the user's choice

Remember the slogan? "Your benefit Tatsu ~ ~ No!" "Most people can understand and smile when they hear this sentence, and the context that the whole market is familiar with is the ultimate pursuit of the brand." The brand itself is a promise, reduce the user's choice of cost, because people always tend to believe that the familiar products and trust familiar people, even if your product is good, if not in the market to create a familiar context, then your product value is missing, because the emotion does not resonate.

Now we understand why Millet is a fire, millet's context to build is very successful, once I went back to the countryside, a junior high school students asked me if I can help him rob a millet, said Rob Millet in the class will be very awe-inspiring, than the Apple also prestige, at that time I was shocked, but thin think also very reasonable, because when you use millet, Students know that you are mobile enthusiasts, is a player, Rob is also a context.

I believe there are a lot of people more and more accept domestic mobile phones, but you will not necessarily buy domestic sports shoes, in fact, the quality of sports shoes are almost the same, but the context created by different brands will have a direct impact on our purchase, some people are totally unable to accept domestic sports shoes on the feet, Just like some people never use a double butterfly condom.

So how do we create a context where the whole market is familiar and receptive?

Before we begin, we understand the fundamentals of marketing: The subconscious mind is driven by emotion, not logic (via. inception); These emotions include innate entertainment, family, anger, curiosity, lust, and so on. So for brands, brand communication strategies should adhere to: all business strategies and motivations need to be translated into user emotional concepts and stories. Do not understand this, marketing will never do well, many brands of micro-Bo seems only to understand the hype and advertising, never consider the user experience, fundamentally, is the layman in doing marketing, if not accidentally have a mobile phone lottery, who TM willing to pay attention to you.

Here are my insights and summaries of brand marketing based on the Internet environment.

First, accurate positioning

How can a person who has never been heard of it quickly raise awareness? Because today's media environment is too fragmented, users receive too much information every day, and brands without sound are quickly forgotten. So the eagle thought of a trick, with a sharp positioning to split the user's mind, so that users have a deep impression, once contacted after difficult to forget. The reason I mentioned the carving ye, because I have done a test on many occasions, I asked you what is the most famous beef brisket? They can only answer the beef brisket-not the soft text.

For example, you want to do a flagship image of the photo artifact, at least face 5 manufacturers at the same time competition, but if your product positioning is topless artifact, built-in infrared function can penetrate clothes directly photographed naked, then you do not have to spend money spread, hard production on the line (for reference only, do not promise to send rice in prison).

The advantage of accurate image positioning is that it is more efficient and less costly to repeat reminders to users in the future.

Positioning helps the brand put a concept in the user's mind that allows you to establish a one-to-one correspondence with the user.

Second, do a good product

Product is the fundamental of marketing. The internet is transparent, do not think that successful marketing can really sell a pile of rubbish, that is MLM, not marketing.

There are many factors to be satisfied with the product (see the April 14 article), we only discuss the marketing-related factors: the elements of marketing in the product. Products themselves can speak is good, for example, the height of alienation, beyond the expected experience, and more popular method is to find the user's deepest pain point and solve it, solve the user's core pain point will exceed the user expectations, users will speak for you, so that product topics become socialized.

For example, the pain point of millet solution is the price of screaming, Samsung to solve the pain point is large screen, and Apple redefined the phone.

Many products are obsessed with the process of implanting marketing topics, for marketing to create a lot of gimmicks, these features are not in line with user value, but for innovation and innovation, such as the eight-core handsets with extremely low storage is a typical gimmick marketing, crazy eight nuclear concept but completely regardless of the availability of mobile phones, so that the mobile phone experience is very poor, What else is a rotating camera that is not practical and causes the phone to feel and design a big setback. Mobile phone is a kind of depth experience product, each user buys the handset how bad also must use last year, this year the user will unceasingly spit the handset and passes to the person nearby.

Product standards in the Internet age

Recently read an article in Yu-see, which mentioned that Professor Ceibs Shanyou some of the views of the product I very much agree with, he thinks in the mobile internet age: Only the product touches the user's mind, provides beyond the business value, has the success opportunity.

Industrial Age product standards are functional experience, the main emphasis on functional efficacy, referred to as FAB, is to emphasize the function, advantages and interests, we all follow this routine, but in the product homogeneity of today, users will still care about these?

The mobile internet age product standard has become "the emotion experience", its core has two points, first is the extreme experience, the product itself is the first marketing force; the second is a strong emotional appeal, Professor Li said, "the product only touches the soul of the user, provides the value beyond the business, the opportunity." ”

So Nike not only sells sneakers, he's also trying to make you fall in love with sports, to maintain a healthy physique; in the beef brisket after eating will be the chopsticks washed clean to you, is to remind you to pay attention to environmental protection; in three squirrels buy snacks, such as garbage bags, paper towels, seals and other gadgets will be intimate gifts. These brands will not only focus on trading, but also make you a little bit moved outside the transaction, creating a better user experience, increase your brand viscosity and memory.

Reasonable pricing

The standard of brand pricing is only two words: reasonable. And the user to measure the price of the standard only one: value.

Remind again: The low price is the value of the brand, you do not have to ignore him, he will die. Users of the value of the measurement is all-round, and not limited to price, you have to be in a number of ways to allow users to perceive the value of the product, users will pay for the product. What is a good product with high cost performance? Please see my long article in Monday.

Third, three-dimensional marketing

Complete Contact

All communications are based on specific symbols, such as brand names, LOGO, slogan, design, packaging and other things with the user contact, it is important to note that all the contact design, must have a broad mass base, that is, we can see and understand at a glance, need users to think and even ask the signs are problematic.

Here again, the contact point of millet design, from logo to graphic design to the slogan are very consistent with the target user's aesthetic environment, and even millet on each page of the copy is a large data analysis, clearly know what the user needs, so you know why I have been not optimistic about the 500 strong, Do things basic methodologies are not mastered, contact design blind and confusing, such marketing can be successful?

Resonate

Brand to set the symbol to meet the user's feelings to hit the user's heart. These symbolic contacts are an activation of the original experience and experiences in the user's mind, so your symbol can not be divorced from the reality and away from the user, if you in order to display their own force to use some imaginary head eight of the slogan and image, often die very ugly (so little child is difficult to become a social marketing of the trader, without him, His own life experience is not enough, how to excite users buried in the mind of emotion? ）。

Full Coverage

Where there is a user, where marketing should go, millet micro bo, micro-letter, QQ space, bar, forum, such as the high concentration of user positions are covered, of course, there are many other tools such as micro-film, portal media, including the media frame ads, and so on, every tool is used to the extreme.

Do the electrical business person should note: User and product about at least 6-8 times of information contact can make a purchase behavior, so do not think that a product after the release can be safe to sell products, that is joking.

It must be explained that not every brand can do a three-dimensional coverage, one is the capital problem, the other is the team problem, these problems are ultimately the boss's vision problem.

Why do three-dimensional coverage?

One is because of the fragmented media ecology, no platform can aggregate users completely, where users are going, and the second is to cover multiple platforms at the same time, the third key: in any social environment, if a topic is not hit to a critical point, the topic will quickly atrophy without being detonated, Once any topic reaches the critical point of distribution (General 10%~20%), it is detonated. The topic coverage will rise directly to 70%~90%, typical as the recent article event, a universal familiar context can instantly form, and in the past in the regulatory media environment, to achieve such an effect is inconceivable.

So I think that social marketing has a key mindset, is the principle of three bowls of rice. If you eat a bowl of rice and two bowls of rice are not full, then do not try to put into work, which is not called savings, but is a waste. Be sure to eat enough three bowls of rice to fight, otherwise a bowl and two bowls are free. Marketing is the same, if the resources and IQ is limited do not take a long attack, focus on some of the key platform to operate well, a topic or information thoroughly hit through the explosion, rather than a little, each well can not drink water.

Go to the center of

The description of the subject is too long, but it is very important, so I decided to leave it to the future to write down the central. Here for example, the Millet mobile power market, the people in the speculation will be released is what products, there is said to be soya-bean milk machine, mobile hard disk, warm hand treasure, wolf device ... (4.23 of the new millet communication will also be used in the same way, and create a "stuttering", also formed a huge UGC), this novel marketing method through a sense of participation in the formation of everyone is the communication center of the situation, this is to center.

Big V Shire comeback after a micro-blog did not hair, in the mention of his crime news point a praise, immediately detonated into the city, this is the highest state of the new media, the important is not their own effort to cry, but everyone is talking about you.

To be blunt, to center is the brand itself becomes the media, output the content for user consumption. Millet social media and the Forum group of about 80 people, the new media group nearly 50 people (equivalent to several small advertising companies), many are from the well-known media dug over the editor, this is the brand story is very good important reason. So the competition between the brand marketing is actually the competition between people.

Inspire sharing

When you put your heart to do the product, the contact is done, marketing done, the user pays the bill, the last step of course is to inspire users to share the use of the product experience, the emergence of positive word-of-mouth to affect the people around him, forming a steady stream of concern and the source of the topic, so in the marketing on the formation of a closed loop, resulting in a "runaway" happy ending

Many people say that millet play hunger marketing, in fact, do not understand the relationship between supply chain and marketing, supply chain is sometimes controllable, but marketing is often uncontrollable, China's internet groups are very large, a topic outbreak or not, the impact may be 10 times times the difference, No one can do the open supply (Red meter Note the start of the day to participate in snapping up the number of people is tens), and those who can open supply, either the product is not good, or marketing is not.

Iv. How to view social marketing

Playing social marketing for a long time has been the experience: marketing is the reverse marketing. Don't take every channel as a marketing tool, do not regard the user as the person who looks at the advertisement, I think the micro-letter to those marketing public number sealed off is very correct, the social media as the source of traffic accounts, is to find ways to send ads, cheat traffic, regardless of user experience, it is very objectionable.

If you do not insist on the content of the determination, it is still obediently to advertise it, do not put the user as a fool, those unscrupulous hype even can be confusing to users in the short term, will not be long.

Where do you think the context of your future mobile phone will be particularly successful?

Summary：

1, the success of social marketing, including but not limited to the above mentioned content, such as the sense of participation, viral transmission, gaming, O2O, CRM and other tools are very important, do not biting and overall plagiarism, to find their own advantages to achieve the ultimate.

2, no good products do not implement social marketing, social platforms will be the shortcomings of the product also magnified.

3, do a good job of all brand contacts to carry out marketing, or it is a waste of money, in the internet era, pay special attention to all the display on the screen content design.

4, comprehensive coverage, the initiation of the topic, to the central to inspire users to share as the ultimate goal.

5, adhere to the content-oriented, brand as media rather than advertising center, the user as a person.

6, successful brand and marketing is a part of the value of products, product value is not limited to the hardware itself.