The brand promotion magic weapon of the business shop--Soft wen Marketing

Because of the particularity of market environment, buying environment and competition environment, the brand promotion means in the brand extension system of the business shopping mall directly determines the profit speed and living space of the whole mall. Compared to other industries or industries, the brand promotion method occupies only 50% of its marketing elements, and the brand promotion of the company directly determines the survival of the mall. Because as a virtual electronic mall success and failure, completely depends on the Internet users of the store brand memory and the degree of memory.

The brand promotion of the company is a scientific and flexible combination, is a series, continuous means. Need to consider the positioning, crowd, competition, commodities and other integrated elements. In this paper, the author of the authors of a decade of soft writing experience and practice, the emphasis is on "soft" in the promotion of electronic commodity licensing key role.

The present situation of marketing market of soft paper

Because the cover range is small, the commercial element is not obvious, the eyeball attraction is not strong, the manifestation is not prominent, the market reflection is not intense and so on the synthesis reason, causes the soft article in each kind of brand promotion means, the long-term enters in "the chicken ribs" the status. Compared with other brand promotion means, the market cost of soft paper is always micro-or even dispensable.

In particular, when the decision makers must be in the recent expansion of water, improve membership registration, increase Alexa rankings, and so on, all the promotional costs will be "Huang" applied to search, hard wide, alliances, cooperation and other fields. and soft Wen marketing is "in the doghouse" of the furnishings, from no one.

The brand promotion goal of the company is usually to get water and membership as the first element, which is understandable. But it must also be stated that this goal must be based on brand image and Brand trust. Initial and medium-term market promotion, the brand maturity is not enough, on the excessive pursuit of water and membership number, but neglected the brand itself and brand image spread, the result is "enthusiasm."

Even in the brand maturity, one but excessive emphasis on the mall's hard publicity and promotional propaganda, while ignoring the brand's soft packaging and major media publicity hype, but also very easy to make the mall brand value was annihilated in the information bombing. In particular, the "PR crisis" often appears in this period, this case in the Internet has been numerous, here is not specifically pointed out. When the search engine in the world is not the mall's promotional information is negative news, both at the same time, the market promotion of the Mall and the "direction of what"?

Ii. the far-reaching significance of soft marketing

Soft marketing usually describes the mall model, positioning, team, promotion, financing, events, activities, and other content of the introduction. But its role is not just stay in the article itself propaganda, its influence is not simply stay in the day of the press. But as the highlight of the brand promotion link, in a connecting position, has a deeper significance:

1, soft text propaganda cover face, content depth, writing skills, the release of the entrance and so on, are in the Web site laying media PR channels and establish a positive public relations image. and set up a good foundation for cooperation with Press media

2, soft communication crowd is not limited to netizens and mall members, and will affect the mall suppliers, service providers, partners, investors, to cost-effective to say a soft article brand penetration far more than the same day in the same site hard wide effect.

3, all the commercial mall are willing to pay heavily in the site inside the picture, structure, content on the SEO, SEM optimization, hit the money on the search engine is also a day fee. In fact, the most obvious truth is that the search engine in the capture of some keywords, are priority filter portal sites, news sites and Alexa ranked front of the site. At this time, the communication effect of soft wen is "clear refreshing cool". This is also the most important and often the easiest to overlook.

is also a search for a keyword, a situation is the company's recruitment information, a situation is the Sina news channel about the company's new model by the Internet in pursuit of the report, this time which kind of brand promotion more lethal, to the matching of SEO more benefits and advantages, is also at a glance.

4, soft text for the integration of the brand system is also essential, a book Bound media report manual, far more than a thick brick site profile, more attractive to partners, investors, VC companies and commodity suppliers, netizens eyeball.

Third, the soft writing profession misunderstanding

Mention of soft marketing must talk about "copy" This occupation, most of the electric companies will be equipped with planning, marketing, BD these positions, but very few companies set up a "copy" this position. And most of the planning is content planning, activity planning, product planning, not emphasis on the text of the copy planning.

As if the post is for advertising companies or public relations companies exist, and planning can completely replace the role of copywriting. In fact, the text focuses on language applications, Word skills, concise expression. and planning focus on the logic of thinking, system system, creative innovation, core practice. The correct way should be arranged by the planning of the basic material, pointed out the soft direction of the stage, and written by the text of the specific elaboration. Realistically speaking, if the brand soft text to judge the high standards, the general planning of the writing ability to fail at all. The result is that the content of the article is comprehensive, express clearly, but just like boiling water, drink boring.

The real copy master is to "move if a virgin, static if Bunny", a few 10 minutes to complete a high-quality soft text. The same point can be from different angles to write a few different soft wen, this is the copy and soft marketing perfect unity. Of course, here is not to a pole overturned a ship, the domestic writing superb planning master more than if the stars, many humanities such as Snake, pen if the Milky Way. Here, the author of the country is only recommended electric enterprises, in the case of not willing to set up full-time copy, or more foreign aid or public relations company professional writers. As far as possible adhere to the "surgery industry has specialized" thinking, do not formalism, capable of doing their best to use the party. If we deal with it hastily, it will only get more.

Four, the soft article marketing application skill

1, the title close to the theme, can highlight the core content and expression intentions, and concise and capable, with lethality. A good soft text title has made the soft Wen successful 60%. In other words, the soft Wen has passed, with the promotion function, and only a successful title, in order to allow netizens in the sea of the information world, there are clicks and reading interest.

Avoid: Excessive vulgar, excessive creativity. The words on the title can not be cooked again, or the meaning of the expression will not touch the brain.

2, the content is clear, one eye understand, the article is important to buckle the title of the statement. Like a paper, there are arguments, arguments, and arguments. The hierarchy must be distinct, the paragraph should be clear. To conform to the site's own characteristics and direction, can not be woven hard sets. To be coherent, just like writing a composition, to unify ideas, have readability.

Avoid: unintelligible, do not know the so-called. There are many soft wendeng out, people always do not understand what the article is to express. What's more, the author of the "3G era how to carry out precision marketing," the article was two companies a word of plagiarism, in addition to the product name changed, even the punctuation marks have not changed. I can not help but wonder if this soft article really meets the needs of all the similar products.

3. Accurate and efficient communication media. Portals, news, local, industry-type websites, news, finance, blogs, entertainment, fashion, automobiles, sports, women, life and other channels, have the value of disseminating most of the consumer brands. Only the formation of continuous, continuous, comprehensive cover publicity, soft marketing will be meaningful.

Avoid: prison, self-binding, not the same industry's website or the same industry channel to have soft Wen brand spread value. On the contrary, the more the same industry site, the more will not for your brand promotion, who is willing to make a wedding dress for competitors? Do not save a small amount of money, so that the soft Wen lost due to the spread of the role.

The above explanation is only the meaning of the soft text in the promotion of the brand, not to explain the brand promotion means of the business-to-consumer. In response to "the seven fatal market for the promotion of the misunderstanding of" a article, so far nearly hundred friends to me to consult specific solutions. Because the environment is different, the situation is dissimilar, the product unusual way, does not have the careful analysis foundation, actually cannot answer in detail. Here is a key to explain the soft paper for the brand building and marketing of the important significance for your reference.