Millet Marketing: Using product-driven marketing, four-dial

The two days after reading the "participation of millet Li Vanchang", I feel that the success of Millet is not accidental, they do make the internet thoroughly, and their methodology did walk in front of most companies. The essence of Millet said that the most important thing is the "sense of participation", I gave him more popular, that is, "mobilize the masses."

We have no choice but to mobilize the masses.

It's not the internet that really brings disruptive changes to communications, it's the social networks that are among the Internet. Social network to the mass media, "media-audience" two yuan structure completely lost, in micro-bo, micro-letter above, everyone is an audience, everyone is the media, the two are one. Therefore, there is no time before "the media to deal with the audience," the logic, but "the audience can be done to get the audience."

What is the biggest change? Before Money can buy media, because it is a business. Now you can not buy the audience, the number of too many you can not afford, and then most people are not advertising as business, you can not buy. So, now you can only return to the original point of business-do a good product, a good reputation, let customers help you to spread. In the words of millet, is to do a burst of money, fans, to do Word-of-mouth.

Therefore, the mobilization of the masses is not because of how advanced it is, but because we have no choice but to do it effectively.

Brand to be personalized, to do from the media, to do interactive

Wu Xiaobo in the "Give the world to the" speech said such a word "All brands should be personified", I think this sentence is too right.

The mass media age brand can have no personality, because the advertisement is to rape the user's thing, you are hard to come (this is also people do not like advertising reason). But in the age of social communication, if your brand does not have charisma, then you cannot ignite the flames of mass movement, you can not start the masses to help you spread.

The product is the pedestal, it is the ticket of the commercial game, but think about it, do we lack the product now? China's manufacturing capacity is too strong to have wood! But the business game you can play, depends on whether you can enter into the hearts of customers, this depends on "feelings." The same is the mobile power supply, the following small box power to let people love not. (Taxing: Is it really just a mobile power supply? Do I use it to recharge?)

I think it is to do from the media, to do interaction. Before doing mass media marketing, planning companies always like to give customers "fabricated" a brand story, and then no matter what time to take this brand story everywhere said, this really out of you build it? Brand story is not made up to the end, on the same, the brand story is a continuity of the process, is a customer involved in the process of speaking, you do not continue to sound, you do not interact with customers, what is the brand story?

The understanding of the concept of the media should not be narrowly understood as Weibo official account, micro-credit public account, it is only a category from the media. The following can be audible to customers, can talk to customers can be counted as the media: the company's personal micro-BO Micro-blog, the Forum on behalf of an ID, shop customer service, a book (such as "sense of participation", "turning Point"), an offline activities ... All in all, it's all the contacts you have with your customers, and it's your media position.

What about the content of the media? I think one is "to be yourself", do not to cater to customers and say something you think customers like to listen to, then you can only be a walking volume of consumer goods, customers buy you estimate that the likelihood is because of cheap, you are no fans. Really good brand never flatter consumers, of course, it will not deliberately to look down on consumers, it is to do their own, it is enough. Lei can not make a hammer, Luo also can't make millet, they are actually doing themselves.

The second is "talking", do not learn those loser, do not make a person to understand the words, that people do not understand is the best copy, the real master is said plain (recommended reading "Super symbol is Super creative"). If the mass media is a "theater", a "dance", you have to dress yourself up to get in, then the social network is the "living room", "bedroom", this is the most relaxing place, you have to use at home in the tone of voice to look good. If you hold on, I have no sense.

The third is "to interact". It's like having sex, and if you're on your own and don't think about your partner's feelings, your life can't be harmonious. If you spread the light and give the customer feedback, how do you make your client fall in love with you? Interaction is more important than communication. Willing to interact with you, must be only 1% of your core customers, this part of the people you dare to neglect it?

3 key points to mobilize the masses: clear interest, simple action, open creation

Now we are finally going to start the crowd. You have so much personality, you let fans fall in love with you, but Love is in the heart, how do you turn the fan's love into action? I think the key is 3 points: a clear interest-driven, simple action action, with open creative space.

You get people to do one thing for you, you have to give people a reason, this is the interest-driven. The most common interest drive is material benefits, such as forwarding to win iphone5s, but this is the worst way to drive a profit, because a lot of people just to win 5s will be mixed in, they are not your real fans, and will not help you do word-of-mouth communication.

Better than the interests of the drive is the spiritual level, this is true fans of the driving force, in particular, may be divided into "self-expression", "sense of achievement", "altruism", "fun" and so on. All spiritual power is inseparable from the community, without the audience, there is no transmission of power.

Self-expression consumption is very common, for example, if you just want a car, then you can buy a golf, but someone is to buy a mini, he is in this way to express himself is a kind of person. Now a lot of people in micro-blog to bask in the hammer phone's Open box photo (such as me), in fact, is to express himself is a hammer phone person.

The sense of accomplishment is simply "I know you don't understand". There are always some "warm-hearted people" around us, for example, when girls buy a computer, buy a mobile phone, there will always be boys to offer you advice, throw out the sex drive does not say (because these people will also take the initiative to help male friends), their greatest motivation is to become an expert sense of achievement. This is also a big motivator for social communication.

Altruism is one of the most easily overlooked motivations, but it does exist. For example, I have more than once in the circle of friends recommended Uber and easy to use cars, no other purpose, just feel that I used to feel good things to share with friends around.

Fun is one of the easiest things to get spread. In my recently planned Ming DAO anniversary event For example, the most popular is that I sell Meng "two photos", because we think it is very funny, a normal looking so serious people, sell up Meng unexpectedly also can so no integrity, so they have forwarded.

Having met these drives, the mass movement is based, so what are we going to do? The simpler and clearer the better. We often say that, "you help me introduce to the needs of the friend Ha", the other side because of you have been very recognized, usually will not refuse, and may also be very positive, so both sides are satisfied to shake hands good-bye, and then there is no below. A successful action that can bring about transformation should be this: "Can you help me forward this link to a circle of friends?" I also wrote this introductory text, which has my contact information, you directly pasted the past. At this time the others must feel a Shinshu, not send white not send.

Finally, the highest state, is to make the spread of material with open, can let everyone play creative space material. For example this year special fire "mother hit me Again", before the "where the object", millet mascot "Rice rabbit", these materials are open, users can be based on the material on two times to create their own works, the transmission of the driving force is even greater.

With product-driven marketing, four or two.

The above basically still through content, activity, creativity to drive the marketing, this is the more traditional thinking, the cost is also relatively high. There is also a way to design products when the direct consideration of marketing, such marketing can often be very low cost to obtain very explosive effect. This year there are two overnight applications, the demon diffuse camera and face Meng, they are in the design of products into the social sharing mechanism, so the fire, formed a chain reaction.

Millet once did a "my Cell phone Chronicle" web-end app, where you can find all the phones you've used, then generate a picture, and then you can share the social network directly. I also played the application and it was really interesting.