With product-driven marketing, you can make four or two.

Your "experience" is quickly iterated by others

With product-driven marketing, you can make four or two. The theory school emphasizes this statement, I agree, this is what you think I think he also thought.

But, really can use "product" to drive marketing, after all, is very few, and most products are in dire straits, the difference is not big.

Most of the time, the product does not enter the market before, who look who knows your product is a customer needs! But after entering the market, it is likely that the market is not needed.

Because your product lacks individuality and characteristics, the last is not the customer does not need, but the customer has more like, because your new concept and pain point precision, moved a few friends around, 35 community tribes, a bunch of "friendship sponsor", you can't restrain, full new product full of blood power launched, It turns out that no child can be born without an pregnancy.

Because the lack of competitiveness, resulting in your product appears to "need", but actually become "need instead of".

Because of the lack of commitment to cash, he will gladly "experience" you, even through Word-of-mouth, but will give you up after a "experience".

Your product is quickly replaced by other products, your story is quickly removed from other stories, your "experience" quickly by others, you carefully blended the "product manager Theory" was quickly forgotten.

Perhaps the previous consumer more value product functional demand, now also value emotion, values, culture, many new products as a means of differentiation. But when everyone has done it and become accustomed to it, the idea of differentiation is over?

The story has always finished the day, the manufacturing sense of urgency and sense of honor always have diluted, people's freshness is always tired, consumers always return to cool day.

So, this magical era, created Huang Taigi and so on "Fast brand" Nova myth. But this rapid change in the era, but also constantly debunk these new stars, ups and downs, shock speed, a flash.

Only a few exceptions, that is, can adhere to the nature of the people. They know best what the game is.

How many people are loaded, only for tomorrow's detonation

Consumer demand has become diversified, customer groups face fragmentation, the rise of "fan economy + social marketing", the traditional enterprises hit unprepared. Their bloated decision-making systems, lengthy channel systems, and inflexible brand-building practices have made them lose their own clout.

Even the most sluggish of traditional businesses have generally recognized the fact that: relying on traditional purchase can not cover the audience, the transaction can not form a sustainable, alone by a department of creativity can not kill, rely on products can not effectively enhance the user stickiness, the use of product development community and then aggregation community to continue to profit.

However, the inertia of traditional enterprises, powerless.

That's a lot to see.

Now the community is lined up, some people are the pursuit of feelings, the status of the river, someone is to accumulate resources, trendy, even with the group price. But there are more and more groups of small talk and more diving. Not into the community worry, into the community is also anxious.

These seemingly small people start, all do the dream of the masses: to find investment, make brand, expand production, and finally the scale model, doing a big industrial era of dreams.

Their current force is just for the launch of mass marketing.

They value millet, they care about the fan marketing, not value it was how to successfully cut into the niche marketing life scene, not value how to quench products, there is no craftsman spirit, but value millet how to detonate the user, and eventually occupy the mass market.

Concentrate on being "small" people, really is too few. Small people have a small crowd of practice. Small people because of "small" only value, those who die, not to die in the minority, but died in the small crowd to run the road.

Fake "fan marketing" to "big dream" into "Big fantasy"

In the internet age, the idea of a large number of indigenous people in the Internet is to forget about the "traditional marketing" of advertising, to think more about allowing users to spread and try "fan economy".

In fact, this is an either-or-nonsense.

Traditional marketing path is to first inform, then buy, after settling loyal users, and "social communication + fan Marketing" path is: first to develop a part of the loyal users, they again spread, after settling more loyal users.

Are these two paths antagonistic? No!

If you achieve the ultimate goal of "the faithful user's precipitate", grasps the user crowd, two paths actually converge to the same point.

In fact, I have such a theory, but in practice, I have a basic thinking model: the product impress him, he will like you, like you, will form the accumulation of real fans.

If only through the promotion of cost-buying methods, to play a fan marketing concept, just to make a yell, attract some "attention" or "audience", whether it is traditional advertising, or new media promotion, in fact, are "traditional". Such "Purchase execution" cases are available to any "traditional service organization".

I always say that no matter how fancy the theory, no matter how the trend changes, in the business world, there are two things that will never change: User experience, user reputation. This is the nature of business. It's not about the two of the jobs that are essentially big and shining, even if it's flashy, it's all nonsense.

What is the result of "user experience + user reputation"? is accumulation.

I focus on "fan marketing", there is a real perception is that small is big, less is more, slow is also fast.

For example, I advocate such a "small" way, summed up as "DFC":

First, Deep (Deep): Deep excavation of the core market, the depth of the needs of the core population.

Second, fast (FAST): business people and users have direct communication (social communication, social marketing means), in understanding the needs of consumer groups and new trends, quickly respond to the product, experience and ideas to form an iterative.

Third, The Circle (Circle): In the core market to form a core consumer group (circle Culture), there are stories, views, feelings, triggering resonance, and gradually expand the consumer group.

Without the support of the "DFC" three things, it is difficult to have a real "fan marketing", which is what we often say "basic fan dish." It is not possible to establish a "user relationship" with a subset of people to form "real participation" (they are lucky to watch the show at most), and more unlikely to gain trust. Of course, more difficult to have "detonation", "big", "large-scale" basis.

I watch those who concentrate on "doing small". Because they have a real "big" foundation.