The existence of the brand is to solve the problems of consumers, and marketing is just to let them know what problems the brand can help them solve.
In the era of new media marketing, the brand marketing of small and medium-sized enterprises can learn from the book "" written by Mr. Liu, from the force of the brand itself to carry out brand marketing, this book proposes that the force is the soul of creativity, and proposes that good brand marketing is to create a reason for purchase, creative purchase instructions, planning purchase stimuli, occupying the consumer's mind, and allowing consumers to produce a conversion process of action. Recently a big factory out of such a sentence, "new media branding, brand PR, PR new media", as a domestic e-commerce giant, the role of network channels on Tmall is beyond doubt, if you stand in your point of view, I don't know what you will think?
We can develop brand marketing strategies and create content from three aspects:
First, graft the motivation force, the consumer to buy the point into a "reason to buy"
When you want to buy a certain type of goods, perhaps you will take the initiative to search for brand or product information, consumers can buy more intuitively and can give them the reasons they expect.
Why put forward the concept of consumer buying point, different from the selling point of the "product-oriented" concept, the buying point is to emphasize the concept of "", the selling point is not necessarily what consumers value, and the buying point must be what consumers need. The creativity of consumers should be separated from the interests of other brands, focusing on the conflicts that consumers have not yet been resolved by other brands, and become the brand's reason for purchase.
Consumers' physiologically based "needs" are limited, and psychologically based "wants" are infinite. "Need" and "want" rooted in the consumer's subconscious are the principles of motivation.
Advocate the concept of consumers buying something, graft the motivation force, and upgrade it to the word "reason for purchase", because consumers buy a product, not limited to a certain point, such as the purchase of beauty equipment, in addition to the function, there are other reasons (product service, product early adopter, product upgrade, packaging replacement, shelf display, etc.) may become the reason for purchase, when these reasons are presented to consumers, its purchase button will automatically play.
As the saying goes: "Consumer demand is a pit, the reason for buying is the truth." The reason for purchase is based on the value of the product, grafting the "motivation force" of the consumer, and transforming the consumer demand into a reason for purchase.
Second, graft the cultural force, so that creative expression becomes a "purchase instruction"
In marketing communications, there is no good content idea, and your strategy cannot be effectively landed no matter how good it is. Not only did you spend your budget and get the expected returns, but you even missed opportunities. Good content creativity requires grafting on cultural force.
The "racial memory" of totem worship, heroic legends, myths and legends, and the "original impressions" that precipitate in the depths of human culture are the cultural force.
From the perspective of creative expression, how to a content idea, there are a variety of ways of expression, such as only pictures are ever-changing, it is said that Alibaba's invention of Luban intelligent design software, a few minutes can quickly produce a large number of content ideas, including posters, store pages and so on. Needless to say, under artificial intelligence, the production capacity of text creativity is simply amazingly fast.
Although there are so many, but the core of creative expression is to play the initiative of the human brain, marketing communication is a simplified process to extract the essence, must be based on the reason for purchase, through the grafting of consumers' "cultural force" to form a symbolic instruction and story instructions of the "buy instruction" play button, in order to have the effect of the instruction.
In short, whether it is symbolic creativity or story instruction planning, Liu Shuwen reminds you that the purpose of creative expression is not to be creative for the sake of creativity, but to form a "purchase instruction" through creativity, in order to allow consumers to inadvertently purchase goods according to the instructions.
Third, grafting the induced force, the signal is transmitted as a "purchase stimulus"
Marketing communication is the process of signaling, signal stimulation needs to form a controllable consumer purchase action in accordance with a certain law, order and frequency.
The strategy of signal transmission lies in how consumers receive messages, and awakening the "evoking force" can form a "buying stimulus".
The proposed experiment of "conditioned reflex" shows that "under conditioned reflex, people will constantly generate inertial needs." Watson developed the "stimulus-response theory" on the basis of "conditioned reflexes.". In the shopping process, once certain "conditions" are stimulated, the shopper's reflex can become a "purchase stimulus" and trigger a "purchase instruction" to generate a purchase action.
At the same time, the correlation between the autonomous behavior of organisms and external stimuli is observed, and the principle of "operational conditioning" is proposed- operational conditioning is a connection established between autonomous behavior and external environment. According to this principle, we can see that as long as the stimulation law of the near-tone rhythm and the frequency rhythm is followed, consumers can establish a purchase stimulus through "learning".
It is precisely by grafting the "inducing force" and integrating marketing to become the main means of strengthening the "purchase stimulus", that is, the "purchase reason" and "purchase instruction" are organized into a planned "purchase stimulus", activating the conflict nerves of consumers, becoming a door to promote brand sales, allowing consumers to buy or repeat purchases. This is also why some companies have tried to stimulate consumer action with activities, promotions, games and so on.
Compared with traditional media, the content, channels, and merchant-consumer interaction relationships of new media marketing have undergone tremendous changes. Reaching consumers through new media and new thinking, implanting brands into the minds of the latter, and achieving synergy are what many companies want to do or do.
However, our author found that many small and medium-sized enterprises can not play with new media marketing at all. Of course, there are objective difficulties such as the dispersion of new media customers and many channels, but it is mainly a subjective level of difficulties. For example, many enterprises lack professional operation personnel (we have seen the company's salesmen to do new media marketing), thinking that sending Microblogs, public accounts, and shooting a few short videos to Douyin Kuaishou can do it, and the result is no traffic, no attention, and no achievements. There are also some small and medium-sized enterprises although they have set up a new media department, but lack of relevant marketing planning, every day is to engage in painless theme activities, write self-hi soft text, can produce results is strange.
Traditional marketing has been twilight in the west, new media marketing can not play, there is no way back, the front is full of mountains, how to do? My answer is: either work hard to understand the new media marketing method that suits you. Or outsource to professional marketing companies, such as our experienced "Shanghai Big Head Media", let professional people do professional things, to achieve the effect of spending small money to do big things.
Back to the point, share two ways of brand marketing in the new media era.
The first trick: positioning, portrait, output
Have a clear positioning of their own brand, accurately profile the target customer group, understand their gender, age, preferences, and mainly from which new media channels to obtain information.
This sounds like a cliché, but it's actually very critical. When we do projects, we find that many companies think that they know their own brands and customers, understand their needs and ideas, but the actual situation is the opposite. For example, some brands of users are pragmatic first, but they spend a lot of effort to improve the appearance of the appearance, ignoring the fact that they lag behind the competitors in terms of function by 1 to 2 positions. In some cases, it is just the opposite, overemphasizing how powerful their products are, but ignoring the diversified needs of consumers in terms of brand culture and tonality.
How do we do that? To name a few chestnuts, we did a project for an air testing brand. We first gave them the brand positioning and core communication points. Then through industry agency reports, big data tools, etc., first help them target the audience group: (1) 25-45-year-old people with a house, (2) a car family, (3) people with higher environmental requirements, (4) Moms and Dads with babies at home ,(5) Highly educated people. On the basis of accurate consumer portraits, we will understand which platforms they are mainly scattered on (such as highly educated people in Zhihu, Bao Dad and Bao Mom like to visit mothers and babies, parenting forums, and car owners like to go to car forums, etc.).
Then, through the combination of big data and artificial, we quickly get to the topics they are most interested in, the content they want to know the most, and use this as a basis to do marketing content - since there is knowledge science, there are case sharing, there are also questions and answers, a variety of forms of output brand value, enhance brand awareness, authority, favorability, reputation, etc., and then focus on the channel platform they often go to. The case was very successful, and the partner's brand influence in the industry has increased by several levels, and now it is considered to be a TOP3 brand.
The second trick: content is king, resources are later
In the era of new media, brand marketing, content and resources are very important. High-quality content is the basis of value for winning. It's like hundreds of millions of stars, but as long as you're bright enough, people will still notice you when they look up at the stars.
But content is not for you to produce brain-opening content every day, but to have both the consistency of the inner core and the diversity of external forms. For example, when we cooperate with a beverage brand, we focus on the unique brand logo, personalized brand culture, sugar-free, healthy and energetic, etc., combined with hot topics, festive atmosphere, core scenes, to create a variety of innovative content, so that the Xiaohongshu related notes ranked first, and the praise collection exceeded 20W.
In the era of new media marketing, resources are also very important. For example, The Resources of Xiaohongshu And the Resources of Internet Celebrities of Short Videos, how to find the one with the most suitable tonality and the highest degree of overlap of accurate users? For example, media resources, is it a life service platform or an information platform or a community? These things are more suitable for experienced media companies.
Take our cooperation with a mother and baby brand customer in Shanghai as an example, do children's emollient, the target customer group is Baoma, its customer group commonly used new media platforms for Xiaohongshu, Douyin and Zhihu, the marketing plan we developed for it is mainly based on the combination of these channels, around the five-dimensional core of communication, brand marketing work has been carried out, from multiple dimensions to comprehensively enhance the influence of the brand, so that the brand exposure from the original monthly less than 20,000 to the current stable monthly exposure of 20 million + . At present, we have done countless new media marketing cases, and the number of customers has exceeded 1,000, covering beauty, mother and baby, alcohol, beverages, home, technology, finance, education, health, environmental protection and other fields.
Finally, it is correct for small and medium-sized enterprises to focus on the direction of new media marketing, because the characteristics of new media are decentralized, which is the trend of the times. Moreover, the high publicity costs of traditional media have also forced small and medium-sized enterprises to transform into new media marketing. However, new media marketing must find a good team to do, so that there can be achievements, efficiency, and harvest.
Canadian communications scientist Marshall McLuhan once said: "For the first time ever, in our time, thousands of trained people have spent all their time breaking into the collective public mind." The purpose of the entry is to manipulate, exploit and control, to incite fanaticism rather than enlightenment. "We're the ones who are trained to help you break into the consumer's mental space."