Do you have any worries about how to increase your brand and sales?
In addition to segmented marketing, did you know that you can also market horizontally?
What is the difference between brand marketing and product marketing?
How to do advertising better?
.......
Last week, the old thief took a look at ye Maozhong's "Ye Maozhong's Experience of Rapidly Increasing Brand and Sales" written by Ye Maozhong's marketing planning agency, which was very grounded and talked about a lot of real feelings in the front line of the market and countless practical experiences.
Speaking of Ye Maozhong, he is a master of domestic marketing planning, as well as the "ghost talent" in the advertising industry, and has carried out integrated marketing communication planning for more than 200 enterprises.
In fact, Master Ye has said before: It is not that he will not do elegant, but he believes that the purpose of never a customer looking for an advertising company is to do professional advertising and elegant advertising. They need only one need for advertising – to successfully sell their products.
The old thief himself feels so, just like the film and television circle, evaluating an actor is not to see beauty and ugliness, but to see the work. And the spit also does not bring any value, it is better to analyze it.
When it comes to works, Master Ye's record is really a bit scary, everywhere, contributing a lot of cases, each of which is enough to blow for a lifetime.
And he is powerful, in any industry he can accurately understand the needs and find key breakthroughs. Like what:
Everyone on Earth knows it
Men should be tough on themselves
Washing is healthier
How can you catch a cold at a critical moment
Heilan House, a man's wardrobe
Nutrition, or steamed out of good
Catch the net, everything
Wash your hair for a lifetime, have you ever washed your scalp?
...... Wait a minute
It's all from his handwriting.
Do you think such a result counts? I was very impressed. Some people like to say lightly, cow fart, all by money to smash out, well, like to spit and then spit out, anyway, there are so many companies willing to throw money, I see few.
I like to be practical. So, today I will share with you some of Ye Maozhong's experience that I read in this book last week.
Once you've chosen a market and competitors, don't always follow someone else's ass. Don't try to do better than your competitors, what's more important is to differentiate yourself from him.
Market segmentation and positioning strategies have indeed found a suitable space for one brand after another to survive and develop.
In the milk market, there are original, various fruity, containing fruit, jam, sugar-free, low-fat... and so on;
In the shampoo market, there are anti-dandruff, nutritious, supple, so that the hair does not split, make the hair more tough, anti-hair loss... and so on;
In the cosmetics market, there are more. On the function, there are moisturizing, whitening, freckle removal, wrinkle-proof. In terms of use, there are face creams, eye creams, hand creams, foot creams, and skin creams for the whole body. In terms of form, there are essences, lotions, pastes, and membranes... Wait a minute.
This kind of marketing method of deep ploughing and then deeply subdividing the market to find a unique market space for products and brands is called vertical marketing. In the primary market with sufficient space, vertical marketing has been invincible, and one successful category and sub-category market has been established.
But how long can segmentation last? Look down.
We also need to learn to market horizontally, to break, to break, to break again.
When a large market is constantly divided and divided into countless small markets, it becomes quite difficult to find profitable market segments.
For example, giving the old product new features, finding new ways to use it, use occasions, users, use time, or selling it in new ways, new channels, new price systems, new promotional methods, new concepts, etc., this is an application of horizontal marketing.
In other words, horizontal marketing is to break, break the product function boundaries, break the boundaries of the target consumer group, break the boundaries of the use method, break the boundaries of the use of the occasion, break the boundaries of the use of time, break the channel boundaries, break the price boundaries, break the promotional boundaries, break the boundaries of the marketing mix, etc., all kinds of breaks may sometimes cross each other. For example, breaking the functional limitations of houses and cars, there is a caravan.
In short, horizontal marketing explores the innovation of products, markets and marketing portfolio elements in breadth, while vertical marketing is more about the mining of products and market depth.
The success of a product in the market requires two distributors: one is a logistics distributor, helping companies to put the product in front of the consumer's eyes.
The brand has five values:
1) Brand is experience – the consumer can't understand the product one by one, he has to rely on past experience, or learn from the experience of others. And branding is one of those experiences.
2) Brand is the basis - consumers live faster and faster, there is no time for strange things to study carefully, then the brand is the best basis.
3) Brand is the contract - there are too many uncertainties in this era, and consumers are most concerned about whether the quality of the product is excellent and credible. And rest assured is the best benefit of the brand to the consumer, it is a kind of contract.
4) Brand is identity - in the eyes of the public, people who ride Mercedes-Benz and people who sit in Xiali are people on two levels. Sometimes when buying something, the enjoyment of things is secondary, and the significance brought to him by the brand is far greater than the product itself. Here the Mercedes-Benz brand is a sign of success.
5) Brand is personality – what kind of brand you use, basically what kind of person you are. So the brand is yourself, so that the brand and the consumer are integrated, and the brand will be successful. For example, Levis. It stands for freedom, rebellion, and character.
How can SMEs rise rapidly?
The first is the market blank point, such as the area blank point, the consumer blank point. When a company can preemptively enter this market blank spot, it can often achieve great success.
In particular, it should be noted that product and product bucket, product and category bucket are completely different things. To do marketing, we must do everything possible to understand the category blank spots on the market, which should belong to the dimensionality reduction attack mentioned in "Three-Body".
Another point is a single point of breakthrough, often able to establish a company's competitive advantage in the short term. For example, in terms of communication, channels, regions, prices, promotions, etc., only one side of the advantage, may achieve obvious success, even if other aspects are not excellent, you must play your brightest card.
Material goods can not only stay in good performance and reliable quality, but also can make people think of scenes and conceive the world.
This kind of scene is fictionalized in the consumer's mind, in which he can fantasize about his identity, occupation, appearance and even feelings. One moment I am a hard-working white-collar worker, the next moment I may be an ally of the martial arts, because of different needs and fantasies about identity, the same person can create any number of consumption scenarios.
NIKE is always creating a dare to think and dare to do, never compromise scene, it gives consumers not only the concept of sports equipment, but also let consumers feel the same "first" spiritual scene as Jordan, Liu Xiang and others.
DIOR shows off the beauty of extreme luxury to women, and no woman can resist the temptation of such a scene, preferring to tighten her belt and spend most of her income.
Why make consumers fall in love with your brand,
If there is a problem with emotional communication, the process of product exchange cannot go smoothly.
Consumers rely more on cognition when making purchase decisions, acknowledging only what they think is the facts rather than what your business or marketer or advertiser knows.
What does it matter if adults don't like ads for children?
What does it matter if a man doesn't like an advertisement for women?
What does it matter if the city people don't like the advertisement for the peasants?
What does it matter if the vulgar people don't like the advertisements?
What does it matter if the layman doesn't like the advertisement?
This set of comparative sentences is really pleasant to use.
Consumers buying a product are actually buying two things:
1) What kind of practicality does this product bring to me? That is, what is its material interest point? This is the most fundamental reason for consumers to buy.
2) What kind of spiritual enjoyment does this product bring me? This spiritual point of interest is precisely the added value provided by the brand.
Therefore, market competition also has two levels: one is product competition, and the other is brand competition.
1) Product competition is a kind of material and technical competition, which includes taste, packaging, style, color, function, price, etc.
2) Brand competition is the competition of the spiritual and psychological level, which contains psychological feelings, emotions, concepts, attitudes, and clearly pointed added value.
Therefore, creative people must first let good ideas ignite themselves, in order to ignite the audience, and the ideas that they cannot be moved will be thrown into bed as soon as possible.
Discovering a concept that best suits a brand from a pile of text is a complex and painful process. Too many temptations, too many distractions, too many choices, too many trade-offs, too many deep or shallow, near or far tests, and the risks that have to be taken – the idea itself is an attempt, it is a brave risk.
If you want to be a security element, you can only follow the rules forever, forever drowning in the sand of time.
Dan Schultz, a famous American advertiser, said that the role of advertising is like a fog, slowly penetrating into the hearts of consumers and leaving a lasting impression in their minds.
This impression may not be on the surface of the mind from time to time, but once the consumer faces the product, it will grow a sense of déjà vu, a kind of joy similar to meeting an old friend who has not been seen for many years.
No matter who it is, people are born with different degrees of insecurity. Successful advertising lies in the ability to eliminate this insecurity, break the strangeness and barriers, and make consumers feel very affinity and intimacy when they contact the product.
Successful advertising should be able to stand out from the crowd of messages, attract people's attention and interest, and stimulate consumers' sense of participation, put their desires into purchase actions, so as to achieve the purpose of driving sales.
30 seconds ads can mention the brand name 3 times, 15 seconds ads can mention the brand 2 times will be better, if there is a narration, it is better to add subtitles to be more secure. In addition, the sound should be loud, and it is better to scare people than to make people deaf.
Some silly ads shout and read the brand 5 times in a 30-second advertisement and succeed; some ads that have won awards and only mentioned the brand once have failed.
To be a brand, you must understand psychological hints, and you must preemptively carry out psychological hints.
For example, Robex, it plays the slogan of 27 layers of filtering, and this effect is its own. Many manufacturers say, "We are 30 layers of filtration." "But even if you are 60 floors, it is useless, the psychological implications to consumers are not facts but effects, and you must be preemptive."
Products have three attributes: core products, physical products and peripheral products, which are the most basic concepts in marketing. However, in Ye Maozhong's hands, it was applied to various places and received unexpected effects.
First of all, the core product refers to the interests that consumers pursue when buying a certain product, which is what customers really want to buy. Therefore, in the overall concept of the product is also the most basic, the most important part, taking cosmetics as an example, it is sold to girls is beauty, youth, is an illusion.
Secondly, physical products are the form in which core products are realized, that is, the image of entities and services provided to the market, which is manifested as the quality level, appearance characteristics, styles, brand packaging, etc. of the products.
Finally, peripheral products are all the additional services and benefits that customers get when purchasing tangible products, including free shipping, installation, after-sales service, additional benefits, etc.
The core requirement for building a strong brand is: unification and reunification. Brands need all people to work hard in the same direction, so that every brand behavior contributes to the accumulation of brand equity, and every bit of communication action becomes the accumulation and precipitation of brand equity.
Propose the core values of the brand - accurately communicate to consumers through various channels - continuously and repeatedly accumulate - and establish a clear brand association in the minds of consumers.
All in all, marketing or advertising planning require bold ideas and creativity, and more importantly, insight into the industry and consumers, targeted rather than imaginative.
Don't be creative for the sake of being creative, marketing for the sake of marketing, and spreading for the sake of spreading.
If it is separated from the market background and the actual situation of the enterprise, if it cannot help the enterprise to create a miracle of brand and sales, then the meaning of the advertisement itself is lost.
Advertising is actually a war between you and me. Learn from Master Ye!
Source: Ye Maozhong Marketing Planning Agency "Ye Maozhong's Experience of Rapidly Enhancing Brand and Sales"
Text | Mu mu old thief (public number ID: mumuseo)
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