Now everyone is aware of the importance of planting grass, but many companies are easy to deform when they do it, and in fact, there is still a deviation in the understanding of "planting grass". In this article, let's analyze this problem.
1. 3 forms: product planting, breaking the circle planting, and mental planting
Product planting: focus on function and strong experience
Consumers recognize the brand through the product, and complete the initial recognition of the brand through the product function, service, and user experience. To this end, in this stage (consumer brand 0 to 1), grass planting should focus on the function, use, and experience of the product. Let consumers be clear about what your product is, why they choose you, and why they trust you; Already:
Breaking the circle and planting grass: amplify keywords and infiltrate scenes
After the product planting stage, it enters the stage of breaking the circle and planting grass. The so-called breaking the circle and planting grass: It is based on the brand user portrait in the first stage, and gradually penetrates into competing products, category users, and then penetrates into cross-category and scene users. Focusing on the A2-A3 crowd, complete the user group portrait, based on the A2-A3 user group portrait, iterate keywords and infiltrate the crowd.
Mind planting: The brand occupies the mind
The core logic of the brand lies in the logic of the market, and the brand is a tool for the enterprise and a method to occupy the minds of consumers. The core of branding is to make the brand = category, and let the brand represent the characteristics. The form of planting grass should be in line with the purpose of the brand. We plant grass, but it will grow into a big tree.
Only brands that leave a mark in the minds of consumers can surpass the backlash of traffic. Otherwise, it will continue to be stuck by traffic, the cost of media delivery will increase year by year, and the asking price of KOLs will naturally rise. From product selling points to keywords, from keywords to crowd portraits, from crowd portraits to labels, from labels to infiltration, from infiltration to the mind. Only by taking this thrilling leap can we complete the road of self-growth of the brand.
Whether it is online or offline, the ultimate competition is to achieve the occupation of consumers' minds. To achieve word occupation, let the brand replace the category, become synonymous with the new category. Mental grass planting should enter into the coordinated operation of all media and all channels. Online explosions, offline harvesting, Internet celebrities bringing goods, KOL follow-up, and Focus Elevator advertising area detonation.
When consumers are repeatedly reached by "grass content, live streaming, focus advertising, and KOL short videos" in distribution and infiltration, and identify with the "temperature" conveyed by the brand, the brand will have a place in the minds of consumers, achieve word occupation, and eventually become synonymous with new categories/new tracks.
2. 3 stages of grass planting
0 to 10 million: the product is planted, and the functional selling point should be prominent
At this stage, you can understand that the product should be placed before the brand. When the brand is not well-known, consumers evaluate the brand by the product, and when the brand is well-known, consumers evaluate the product by the brand. From 0 to 10 million products, the functional selling point should be highlighted, because the specific feelings brought by the product's function and experience are the basis of word-of-mouth.
Especially for new enterprises, to open the door to consumer cognition, the first thing is to rely on the golden key of product power; Even if an old brand launches a new product, it should focus on the product.
For example, Swisse launched Blood Orange Essence, and in the first stage of Xiaohongshu, it focused on the efficacy of blood orange and why blood orange can supplement collagen, helping consumers understand the efficacy of blood orange, and even named the product name directly after the function: Blood Orange Collagen Liquid (instead of: Blood Orange Essence) The product is nicknamed "Collagen Liquid", which lowers the threshold of consumer cognition, and what you see is what you get; By promoting the efficacy and principles, it helps consumers understand the efficacy of blood oranges.
10 million to 100 million: amplify keywords, scene penetration
After completing the planting of grass from 0 to 1 product function, how to achieve the amplification from 1 to 10. The core lies in completing the crowd portrait through the data crowd in the first stage. Through the portrait of the crowd, the keywords are circled, and the crowd is broken and planted around the keywords.
- Both A4-A5 populations are used as the basic data
- Expand the A2-A3 crowd through crowd portraits
- The way to do this is by resetting the core keyword
Take Xiaoxian stew as an example: 18 years, mainly focusing on weight loss and skin care; In the past 19 years, the concept of pregnancy maintenance and frozen age has been extended, and the proportion of skin care has been increased from 28% to 45%. This means that the combination of skincare and function is effective.
Focusing on the function of the product, Xiaoxian Stew has taken weight loss and skin care as the core keywords for 18 years, and infiltrated keywords into pregnancy maintenance and frozen age for 19 years, and from 18 years to the present, Xiaoxian Stew has put a total of 422 reporting notes on Xiaohongshu. In just one year, the number of Xiaoxian stewed notes is as high as 2,202, including 231 business notes.
- 2 notes of the head KOL (100w+ followers).
- 31 notes of waist KOLs (20-100w followers).
- 375 notes of mid-waist KOLs (1-20w followers).
- 13 notes of an amateur (number of followers 1k-1w).
100 million to 100 million: cross-border combination, magnitude encirclement and suppression
10 million to 100 million is 10 times, and 100 million to 1 billion is also 10 times. For the same 10 times, the actions of the brands are different in magnitude. If you stick to the same way you planted grass at this stage, you won't be able to grow into a big tree even if you plant more grass.
In the face of the increase in magnitude, at this time, we must establish the determination to smash the pot and sell iron and fight a big battle. In the process of business development, there will always be a difficult decision (the darkest moment), once this decision is made, the company will say goodbye to mediocrity. Most companies do not have this opportunity, but do not have the courage, so that they miss the critical period to seize the gap in competition. When you want to capture it with ten or a hundred times your strength after the vacancy period is missed, it will not help - the opportunity must not be lost, and the time will never come.
From the perspective of the user pool, from 1 to 10000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000 From the brand crowd, to the competing product crowd, to the category crowd, to the collapse of the category crowd, the scene crowd. The way is to do it through cross-border marketing, brand co-branding, grasping new dividends of stage traffic, building momentum, public relations, and advertising. Multi-dimensional, multi-scenario, to achieve multi-touch to the crowd and pan-crowd.
Take Xiaoxian stew as an example:
- cross-border marketing (cooperation with Didi Dache to deliver bird's nest to anti-haze);
- Launched a co-branded model (Zhongxue Cake Cooperative Bird's Nest Ice Cream);
- Guochao cultural IP crossover model ("Dream of Red Mansions" customized version);
- International awards/various firsts (landing on the NASDAQ big screen and becoming China's New Craftsman 100);
- 3.8 Queen's Day Haitou Focus Advertisement;
- Cause-related marketing (empty bottle recycling)
This article was written by Everyone is a Product Manager Author【New Consumer Brand Research Agency】, WeChat public account: [Lao Gao Business and Brand], original/authorized Published in Everyone is a product manager, it is forbidden to reprint without permission.
Image from Unsplash, based on the CC0 license.