In this issue, Mulan Youdao shares with you cases, keywords: content marketing, search engine ecological construction, FMCG.
FMCG does not have millions of yuan of advertising investment, how to quickly become popular?
In the past two years, countless new brands have emerged on the tracks such as snail powder, sour and spicy powder, self-heating hot pot, instant spicy hot pot, sparkling water, etc. Snail powder alone is dazzling: stinky snail, snail overlord, good conch, plum Ziqi, luo Dingji, xi snail club, uncle Xiao, luo mandi, Liujiang people's home...
In this list of snail powder brands, the stinky snail has even won the laurel, crushing the snail overlord who has invested in TV advertising, implantation, and invited a spokesperson for many times.
Luo Bawang: Is it because I spend less money?
In the eyes of many people, the popularity of FMCG brands is generally smashed out of heavy gold. For example, Snail Overlord, TV advertising, implants, spokespersons... The overwhelming advertising implants and popular star endorsements should be able to play a loud reputation according to the reason. How did the "stinky snail" become popular on the Internet as soon as it was born?
Answer: Stinky snail content marketing is in place!
Compared with the overwhelming advertising, a lot of money investment, the self-hi pot stinky snail did two things: polishing the product + soft content marketing.
A good product is the foundation. The popularity of a category is bound to attract more capital into the game, and if you want to compete with many new and old brands, you must polish the products, constantly innovate, and seize the stomach of consumers.
Appropriate content marketing methods can drain enterprise products, help brands precipitate users, increase brand value, and build good purchase channels for consumers. More importantly, the benefits of advertising are short-lived, while soft content marketing is long-term.
The stinky snail is done very well, from three levels to let consumers understand the stinky snail, leave a good impression, and generate a desire to buy.
1. The product stylization is obvious and the product quality is guaranteed. Many brands in the field of fast food choose to be responsible for product production by foundries in order to quickly explode sales, and this universal shortcut lays hidden dangers for food safety. Zi Hi Pot chose another laborious path, starting the construction of automation technology factories in 2020, and building 10 factories in 3 months, solving the food safety problem of the supply chain and exploring the transformation of product standardization to personalization.
2. Unique marketing angle and distinctive brand personality. "Stinky Snail" collects stinky delicacies from all over the world, opens up an ultra-recognizable industry innovation snail powder taste, and innovatively launches lemon perilla snail powder and coriander snail powder. With bold color matching and design techniques, the visual image of Western plaster statues is used to break the uniform packaging of snail powder products, bringing a positive cycle to the brand sound of "stinky snail". Stinky snail also completely broke the conventional play of brand live broadcasting. In terms of scene creation, we carefully create immersive stylized scenes, "smelly fans" fans, "stinky treasure" bags, all of which are in line with the "stinky snail" brand and the unique "smell experience" of snail powder.
3. The content and interactivity of planting grass are in place. Live broadcast In the soft content implantation, it drives users to understand and experience the product in depth and promotes users' desire to buy.
On the Internet, the stinky snail triggered the active evaluation and reply of the user group - "the stinky snail is definitely the snail powder industry yyds", "the stinky snail creative snail powder tide" powder "powder circle", the strength of the "circle powder" young people!" ... Before users choose to compare snail powder brands, there will be a large number of stinky snail content when searching, or pictures, or articles, or videos, which can well reach the hearts of consumers and increase consumers' "heartbeat value" and "desire to buy".
The marketing action of the self-hi pot stinky snail is mainly based on soft implantation of soft grass, although it cannot calculate the accurate ROI (input-output ratio) like a live broadcast, but such content marketing has indeed brought a lot of exposure. As long as you choose the right platform, you can leave a good impression and a good user experience in the minds of consumers. Many consumers choose to buy when they see the brand product on the channel, or actively search for purchase when they want to eat, which is the conversion effect played by the previous content marketing.
How much money is spent, and the advertising cost is large, so that there is a profit?
Products, brands out of the circle, not necessarily have to spend heavy money, do TV advertising, screen elevator advertising, please spokesperson, for the manufacturing industry, the premise of product research and development and upgrading investment has been very large, each cost must be carefully calculated. Relatively speaking, the low cost of content marketing is the paving stone for products to push to the public, attracting traffic, expanding popularity, and establishing a positive image are all the roles played by content marketing, which can help producers to precipitate brands and attract consumers to take the initiative to understand products and brands.
The three squirrels we are familiar with, the smell of grass, the honey snow ice city... They also start from soft content marketing and start paving the way. Not like many people think, the new brand as soon as it comes up to advertising, millions of tens of millions of dollars to spend money, in the consumer is rational enough, with judgment at the moment, such a spending of money advertising behavior in the brand has not been done at the moment is not necessarily a good choice.
Content marketing is the cornerstone of the enterprise to do the brand, is the door to branding, this step is indispensable. Only when the cornerstone of the early stage is laid steadily, and then the series of marketing operations such as advertising investment, community operation, and cross-border cooperation become valuable and meaningful, and there will be higher conversion and return.
Many brand channels are well paved, but consumers do not pay, why?
Consumer awareness is not enough, and content marketing is not in place. Even in a certain treasure and a certain east also invested in advertising, offline also spent a lot of energy and money, but did not enter the consumer's mind. This is caused by the instability of the early cornerstone, which seems to be loud and loud, but in fact has little effect.
We all know that the driving force of consumption upgrading is not the producer, but the consumer, content marketing is the bridge built between the producer (brand side) and the consumer, whether it can be converted subsequently, stimulate consumers' desire to buy, increase the brand premium, it depends on how this bridge is built.
This issue of case sharing is here, Mulan has a way, deeply rooted in the local, for manufacturing enterprises to create a systematic and effective brand building services, through the way of content marketing, so that brand building no longer needs high investment, so that sales talk more relaxed, so that consumers' choice is more determined. If you have content marketing confusion, welcome to send us a private message.