Ye Maozhong said: "If marketing can't find conflicts, can't resolve conflicts, it will become more and more difficult, like milking cows on stones." "Conflict theory holds that consumer psychological contradictions and conflicts are the source of market opportunities. The greater the conflict, the greater the opportunity;
Take hot pot as an example: consumers want to eat hot pot, but most of the hot pot is eaten by several people, some people want to eat spicy, some people do not want to eat spicy, so this conflict has created Mandarin duck hot pot. This is easy to understand, before consumer demand takes shape, there will be a lot of contradictions and conflicts, some physical, some psychological. These conflicts, actively or passively discovered by merchants, can become demand, and then develop into market opportunities.
So when corporate brands are doing marketing, it is important to ask themselves: Consumer-centric - what are the conflicts between consumers? Competitor-centric – What are the conflicts that have not yet been resolved by competitors? Self-centered – which conflict does my product solve? Regardless of the reason for the conflict, we can determine:
In order to help more marketers seize these opportunities, the second phase of "Ye Maozhong Conflict Marketing 100 Lessons" co-organized by Ye Maozhong Conflict Marketing and Tiying Media will be held on July 24 at the Marriott Hotel in Beijing HNA Tower. At present, the registration channel has been opened, the valuation of the registered company needs to be more than 2 billion yuan, or the annual income is more than 500 million, and the participants must at least reach the level of founder, CMO and marketing director, which will be a brainstorming meeting belonging to China's top marketers!
With the continuous upgrading of the large consumption field, the marketing demands for the target groups are more focused and precise. Enterprises will pay more attention to the transformation of results in the promotion strategy of seizing market traffic. For advertisers, the investment of real money and silver must be to see the effect; and as a marketer, being responsible for the effect is the first.
However, the fragmentation and digitization of the media has created a huge conflict of communication – consumer attention is severely diverted. The time left by consumers for advertising and the effective time left for corporate communication have been greatly reduced. Especially outdoor media, itself is to establish more brand attributes, unlike new media to pursue timely conversion, if you do not let the audience remember, advertisers are equivalent to spending money to drift.
So, the more fragmented the communication environment, the more you need to return to the essence of communication – to make people remember who you are, to make people remember what conflicts you can resolve? In reality, it is true that most of the advertising ≠ seen, and ≠ seen is remembered. Among them, the main reason is that it is not forced to watch, not impactful enough, and not infectious enough. Ladder Shadow Media, on the other hand, is a medium that almost equates the release and the memory.
At present, we are in a fully competitive, complex and volatile market environment, and it is extremely important to know how to adapt and adapt to the environment, and to choose the right strategy. For managers and marketers of Chinese companies, Clash has become a must-read book for everyone. Conflict theory is the first local marketing theory system that clearly and thoroughly explains "where the demand is found", and it is a methodology that studies and knows how enterprises find conflicts, resolve conflicts, create conflicts, and finally formulate strategies to quickly enhance corporate brands and sales, build strong brands, and achieve exponential growth.
This 100-person class will invite Ye Maozhong Conflict Marketing General Manager Minghe as the main lecturer, serving for more than 20 years, Minghe teacher has provided strategic marketing services for more than 200 enterprises, creatively shooting more than 1,000 advertisements, is the most understanding of China's local marketing planning practitioners.
As the organizer of this event, Ladder Shadow Media will provide the on-site guests with a marketing course of "theoretical guidance + practical skills + successful cases", and take everyone to deeply understand the essence of conflict theory, feel the rich charm of conflict theory, and work with more marketers to help enterprises build a more core competitive strategic system and create a benign ecology of symbiosis and coexistence with consumers.
This article originated from the Financial Circle Network