Use consumer influence to promote network marketing

In the marketing community, we are all very concerned about: how to use consumers in the digital age to promote brand marketing? Here we share with you how we can influence young people through our own advantage resources.

Our experience is, first, to fully understand the behavior and preferences of adolescents, and secondly, to communicate with them in the language they are most familiar with, and to promote their love of the brand through our influence in adolescence.

1. Deepen the brand experience in interactive entertainment

Deepen the brand experience in interactive entertainment through the ingenious combination of products. For example, the strategic cooperation between Tencent and Coca-Cola is to establish emotional communication with young people from the perspective of the Internet community. First of all understand the existence of young users of information, communication, entertainment and business four basic needs of the network, in meeting these needs at the same time, bundling our customers products, so that the brand concept into all aspects of youth network life.

2. Two communication through mass communication

We found that creative, fun-rich online activities not only attract the participation of young people, but especially noteworthy, through their active elements and opinion leaders, to drive more people to the brand experience. In this way, we can use the offline communication force within this group to complete the two communication beyond the media.

(Excerpts from March 16, 2007 "Consumer brand Impact seminar")

Related information: "Two times spread" and its application in the field of marketing

Good advertising is mainly a high return on investment. If your returns are doubling compared with your expectations, this will have a multiplier effect on improving ROI.

If we can use the same production costs, the same media costs, to your target audience two or more times to spread, you say the final advertising effect? This is the concept of "advertising two times spread". Tianqi toothpaste Advertising is able to maintain a broad and lasting influence, mainly because it in the unconscious of the situation to create two of advertising spread.

The characteristics of advertising two times

In the process of advertising dissemination, the spread of the object or part of the object automatically become the subject of communication to the target audience again to disseminate advertising information, at this time, the same ad is actually equivalent to two times the spread of the latter is called advertising two times spread. The two communication of advertisement has the following characteristics:

(1) is a kind of involuntary communication without the need of communication

The main body of advertising communication is advertisers, the object is audience and consumers, if ignore the media and other aspects of the impact of factors. Advertisers are the decision makers of the content and form of advertisements. This is the link that advertisers can control. Advertising has been released after the advertising has not ended, and the advertising object in the middle part of the resources as advertising media to disseminate advertising information. And their communication behavior, advertisers are uncontrollable, so it is conscious and free.

(2) Advertising two times is the spread of the object within a communication

The essence of advertising two times is the communication of enterprise information, which is based on the spread of a communication, and the consumers who have not received the first communication information are not likely to produce two times.

(3) Whether the advertisement can occur two times, and the strength and effect of the occurrence is decided by the transmission of the first time.

The main body of advertisement two times is the consumer, the content is the fusion of the first communication information and the past experience. However, due to the existence of asymmetric information, the overall scope of consumer experience, the impact can be largely ignored. Therefore, the impact of the second transmission is actually only the first transmission.

(4) The advertisement effect is constituted by one communication and two times communication

The effect of advertising can be understood as the effect of image promotion and sales, however, whether it is to promote goodwill or to facilitate the purchase, it depends on the changes in consumer cognitive structure, it is obvious that the change in the structure of the external information environment changes, and one transmission and two of the communication together to create this information environment.

Therefore, how to make use of the advertising of the content of the controllable to create as many as two times the spread, is our advertising operators need to think about.

The strategy of promoting marketing by two times of advertisement

Comprehensive on "Brain Platinum", "Tatsu shu", "Tianqi" and other excellent advertising case analysis, we summed up the use of advertising two times to promote the marketing of several methods:

(1) To create a popular taste, easy to spread the advertising language, advertising songs, action expressions and so on

Two communication needs the active cooperation of consumers, it is necessary to minimize the difficulty of his memory and communication. An easy to understand advertising language, a first learning will be the advertising song, a funny action expression, often more easily motivated people to spread. "This year's feast does not receive gifts, gifts only the brain platinum", Brain hundred gold advertising language of the popular even with its high density of advertising is inseparable, but the advertising language is easy to understand, easily oral spread is undoubtedly also for the advertising bonus points.

(2) Looking for or deriving advertising performance elements from people's customary behavior and common scenes

The primary purpose of advertising is to get people's attention and remember it, but if it can let people inadvertently in life to recall it, the purpose of advertising is achieved. It is clear that people think of familiar things in familiar surroundings. Therefore, if the ads can be the product target consumers to go through the scene to find out, and then appropriate to cut into their own products or brand elements, will greatly increase the rate of recall of advertising. Tianqi "Photo" advertising is due to the familiar scene in the clever brand into the success.

(3) Combining the recent hot issues, put forward controversial views around the common concerns

People are not only interested in familiar things, but also very concerned about what happened around, "three women a play", the protagonist of the play is not to mention the recent hot spots around. Not only our housewives, our big masters also have their own topic, "world events, Affair", what the Taiwan question Ah, the Diaoyu Island problem Ah, and so on. Therefore, if we can skillfully integrate ads, it will naturally become people after tea after the conversation, resulting in two of times spread. Like the unification lubricant uses the Iraq War to launch the slogan "A little more lubrication, less friction", you earn enough eyeballs.

(4) To make a commitment beyond the expectations of the audience such as: Price, warranty, etc. beyond the psychological bottom line (different product category practices different commitments)

About each commodity, consumers will have a psychological expectation, if the expected to be broken, out of interest-driven or curious psychology will generally go to the end, and in this "to explore the" process, in order to defuse the risk, often pull people peer or seek others ' opinions. If we advertise the information that exceeds the consumer's psychological expectations (low price, etc.), the advertisement will receive more attention and two times of communication. 2004, a business promotion in Nanjing, "mobile phone a pound of money", when the ads sent out, consumers, such as tidal influx, and most of the travel together. It can be seen that two times the effect of this method is remarkable.

(5) One communication should effectively cooperate, promote and consolidate two times of communication

There is a process of verification in two times of communication. Of course, the verification may appear in the retail terminal, may also through advertising to verify. If you go directly to the terminal, the purpose of the advertisement is achieved; In fact, the advertising can be two times the dissemination of the main body of the best proof, hair Consumers automatically act as your advertising message spread two times, and can get a spread of support, to your advertising consumers are more confident, and he spread the object is more easily persuaded. Therefore, how to grasp the advertising time and frequency will be very important.

Conclusion

"Advertisement two times spread" is actually the skill problem in the advertisement creation, it has the very strong application and the realization value. Some of the above text is not a complete set of theory, it can not be a very systematic way to summarize its operation. The author's rough summary of this question aims to arouse the advertising colleagues to think more deeply about this problem.

(from the Journal of Marketing Studies)