Still advertising? You're out!

Still thinking about how to advertise? Don't be stupid! By appealing to a bunch of congenial, a business can form a community and then produce business value.

In the first two days of carving out the business in Central Europe, when he gave a speech, he started carving ye brisket to cast more than 10 million yuan, a little tyrants entrepreneurial flavor. A brand is created in a short time and quickly gathers a bunch of fans. However, Hering in the case of no marketing costs, but also to Huang Taigi do well known, which makes him a little puzzled. and Huang Taigi and carving, like beef brisket, give a person a high pressure lattice feeling.

This reminds me of Lo Zhenyu said: "All future industries are media, all content is advertising." In other words, the era of companies relying on third-party media for advertising and branding has gone forever. Now, each enterprise itself can have media properties, can be like the traditional sense of the media like the detonation of the topic, do content marketing. Whether you want to accept it or not, the time has come. And who can use the Enterprise Media attribute to the extreme, who can occupy the commanding heights in a short time.

But the media attribute here is not the traditional media, refers to the enterprise produces some kind of social personality, through this personification characteristic attracts a gang of people who congenial with you. If you speak more commonly, your product or brand should be a kind of tune. Young white-collar sitting in the Huang Taigi shop, eating pancakes fruit, drink tofu brain, willing to take out a mobile phone to photograph, bask in the Internet, maybe some people still sit there thinking about life, this is its tone. Hering is a very vulgar thing to do with the Chinese dream. In this sense, Huang Taigi has a certain media attributes.

The so-called tone, in fact, is your media attributes the most important value proposition, such as millet, the feeling of the heart is the favorite enthusiasts, a little petty, a little cock, and a bit of literature and art. Of course, creating a tone and product quality is inseparable, because quality itself is part of the media properties. If the quality is not good, but also go out to cheat, this is not workable. The media that carries this tone can be a product, a brand, or a founder. Lo Zhenyu The tone as a charismatic personality, Hering called it the third personality.

Once the company has this kind of tone, it can attract a bunch of fans. In the past, the logic of the enterprise is that the more customers the better, the customer is fully satisfied. This slogan is mostly out of focus today, and now it's more about making people like you prefer, rather than forcing reluctant people to come to your camp. He sometimes scold his fans on Weibo, many people puzzled, in fact, he himself in reality very good to get along. His explanation is that after creating a kind of tone to play to the extreme, so there is no need to please anyone.

This part of the person that matches your values gathers up to form a community in which your business value is derived from the community. So every product you sell is the real start. The transition from product value to community value is also the process by which you derive income. Millet box, millet TV, millet router is lei naturally produced derivative products. All you have to do is to keep people in the community close, rather than rushing to sell them, and the closer they are, the more valuable they are to you.

Perhaps you may ask, how large is the community to accumulate value? In fact, the size of the number is not the key to success or failure, but rather to emphasize its concentration, thickness, the more pure the better. Millet began to release the MIUI operating system, only to find 100 people to do his angel users, only 100 people. Then someone asked Lei, how many followers of Millet's death loyalty? Lei the answer is 100,000. This number is enough for a product to expand influence, a loyal user can bring you 10 new recruits, a die-hard user's pull number is 100. Lo Zhenyu's life goal is to have 100,000 hardcore fans.