KFC Coca-Cola soft culture marketing case study: Consumers willing to remember corporate brand image

In recent years, hardcore advertising and marketing frequently appear in the eyes of consumers, such as McDonald's, "I love it!"; Vivian Soy milk, "a hundred rays of sunshine," and Procter & Gamble for his subsidiary, Dandruff advertising done, all of these advertising have one thing in common, that is, their product features or image to hard-line model of hard-selling to consumers.

However, these companies that promote hardcore advertising overlook a very important part: Consumers have cognitive habits that save long-term memories of what they are interested in and those of their own initiative to remember things, but those Consumers are not interested in their own things, their attitude is just a "left ear into the right ear," and even can not be called the memory of the instant memory!

Now, I ask the question: what attitude do you have for advertisements that are broadcast every few minutes on billboards and on television when you walk in the street?

As a result of a survey of consumers conducted by professional surveys, 93.5% of respondents have had aversion to this hard-culture marketing ad. We all know that the introduction of a product only allows consumers to have a greater chance of selling, and advertising marketing has become an essential part of product manufacturing and consumer buying. After nearly a hundred years of development, such hardcourt ads peaked in the 21st century. With the peak of such advertisements, consumer antipathy reached an unprecedented peak.

Coca-Cola and KFC's "recipe"

Hardcore Marketing Advertisements repeat the corporate brand again and again and want to use the repetition to allow consumers to hear their own brand to passively remember their brand. The soft culture of marketing advertising refers to the use of some can catch the eyes of consumers, public or private advertising to allow consumers to take the initiative to remember your brand!

The biggest difference between soft culture marketing and hard culture marketing is that soft culture marketing focuses on allowing consumers to remember your brand image voluntarily while hard culture marketing forces consumers to remember your brand image.

Coca-Cola soft culture marketing and KFC soft culture marketing to show people this completely different idea of ​​brand communication.

Let's take a look at how Coca-Cola and KFC, the fast food giant in the world, are marketing their soft culture? After research, we found that the two giants have a common denominator in brand marketing, that they are selling their own Secret recipe:

Coca-Cola secret story about their own is:

Coca-Cola's recipe stored in the vault, security measures are very strict, and this rigor is unimaginable by the world. If someone in the company wants to find out about this "secret recipe," then the individual must first apply and obtain the keys to the vault only with the full approval of the board of directors of the trust company. At the same time also strictly stipulated that in order to open the vault door must meet the following two conditions: 1. There are officials present; 2. Within a specified time to open. So less than 10 people have known this recipe so far.

KFC's secret story about yourself is:

Colonel Sanders, who was retired in 1963, did not want to be out of ordinary life, so he took an ancestral recipe at home and went out to seek partners. In 1964, Colonel Sanders sold the KFC recipe to a three-man consortia for $ 2 million. The secret was passed to outsiders after the Merry Goose. One of the three consortia is Massey, he is a financier, so the financial strength. Peelst was an aerospace engineer who was responsible for formulating ingredients and improving a series of processes. In the seventh year after Massy's consortia bought KFC, Hebrews monopolized the brand for $ 287 million.

The two companies said that the secret recipe is not true, we have no research, but one thing we can be sure - they use the soft culture of marketing is indeed very clever, because everyone will be interested in this secret, I promise , As long as it is about the secret, for example, which male celebrity cohabitation with which actress, the scandal thing, you will not forget to read it again. This is the soft culture of the brand awareness of active marketing beyond the cultural brand marketing in the subtleties!

The blind spots of cognition that can not be ignored in marketing - active cognition and passive cognition

In the marketing world, there are countless such soft cultural marketing stories that spread the brand. One such accident occurred in the "secret recipe" or "story" of the brand once happened to be the successful marketing of the brand by chance twice. But if this type of marketing is being used by a company for the third and fourth time, then this is a sure sign of the success of the marketing model!

Psychological cognition is divided into active cognition and passive cognition. We all know that when we went to primary school, we did not want to recite something that the teacher forced us to recite, such as poetry and prose, but the teacher was in Forcing us to remember, they will say to us: "You must take this poem back, must carry the sentence back, do not remember not!

In this passive cognitive situation, even if we recite 10 times and repeat it 10 times, we will find that we still can not remember why the reason then?

The fundamental reason is that we are not interested in what we remember, and we do not want to remember those rubbish things at all. Only the teacher tells us that our brain is in a passive cognitive stage rather than our voluntary record. We are forcibly remembered, so even if we read it ten times and we copied it ten times, we still can not remember it. This is like a company doing hard cultural promotion, although spent a huge amount of money, but it has little effect!

But when we are especially interested in something and think that the story someone is telling us is particularly fun and especially interesting to us, we just need to listen again without having to go back and we may have remembered the story The content of active and passive cognitive cognition is obvious, but the passive cognitive effect of hard cultural marketing and soft culture of consumer marketing initiative to understand the principle of psychological memory is also divided Here

Soft culture marketing model - Procter & Gamble

We often hear that P & G has such marketing ad:

"Will you wash your hair? I'll teach you how to wash!"

"You wash well? Let me teach you how to wash better!"

Everyone noticed, here, P & G has no hardcopical ads, said: "Our products are good, we all come to use our products?"

Have you ever said: "Our products cheaper than others, come buy our products?"

No! Procter & Gamble is using a less investment, more effective a kind of soft culture marketing!

When a company's hard-culture advertising marketing reached a climax, and can not make the impression of the product so that consumers are more profound, may wish to try the soft culture marketing!

When consumers take a proactive mind to remember that P & G should teach people how to wash their heads better and how to brush their teeth more scientifically, P & G's image, together with these everyday knowledge, is based on a "story dramatic plot" Into the people's memory!

And this brand of memory is far more than the kind of passive, rote memorization of the brand cognitive memory to be much longer!

This nonprofit softcultural marketing is more lucrative than mere hardcore marketing and more likely to establish a friendly and caring corporate image in the public mind so that customers feel more like his friends than from businesses.

Ask yourself, are you more inclined to buy what you know when you see your friend's product in the store?

What can soft culture marketing give us?

Let's take a look at the power of soft culture marketing.

In December 2006, due to the sale of a low-priced ticket of 1 yuan, Spring Airlines, a privately-owned enterprise in China, was fined 150,000 yuan by the Price Bureau. With this full-fledged soft-culture marketing, let's take a look at Spring Airlines' brand recognition Know what strategy got.

Spring Airlines brand awareness and recognition increased by 45.9%, and an ordinary brand to achieve the same effect, millions or even millions of hard-cultural advertising costs, and the cost of Spring Airlines Airlines ?150000!

After the soft cultural marketing event, consumers took the initiative to Spring Airlines made a perfect positioning - Spring Airlines fares low, the perfect positioning and Spring Airlines's own positioning precisely coincide.

From the above case, we can easily find the advantages of soft culture marketing - deflecting every effort to gain huge brand recognition and indirect economic benefits with extremely little investment.

Spring Airlines have not hit hard-marketing ads to consumers, said: "Our low fares, take our aircraft!" No!

Did you say: "Our airline is good, please come to our airline?"

Because Spring Airlines knows that if you want your brand to have a place in your memory, the best shortcut is to use a soft culture marketing model!

The biggest difference between soft culture marketing and hard culture marketing lies in that soft culture marketing makes customers psychologically spontaneous and proactively approve your product image. The hardcore marketing is the brand manufacturers to use high-frequency advertising to force customers to agree with your product image.

Having a "well-known law" in psychology means that when a stranger borrows money from you at the same time as a friend you are familiar with, and you can only lend one of them now, you are more likely to lend first That you are familiar with. Similarly, the product brand marketing is the same, when a product brand you do not understand, and a brand has been impressed in your brain, the product brand, which one would you prefer?