As a small or medium-sized business or a 0-0 entrepreneur, how do you quickly build a new brand from 0-1?
We can make the following assumptions:
Suppose your industry is a standard industrialized industry; if the products you produce are standardized industrial consumer products; if you have a sufficient budget, if you have 100 million marketing resources!
Then you have a considerable chance of choosing saturation strikes in a way to build your brand.
The reason is also very simple, the landlord's family has surplus grain. And there is plenty of surplus food to be able to employ enough long-term workers.
If you assume that the conditions are true, you can close this article. Instead, read on.
Our era is an era of full consumer awareness, fragmentation of brand communication, multi-dimensional channels and diversification of terminals. It is irresponsible to get on the road without doing enough research and adequate internal audit in such a marketing environment.
Why are big brands losing ground? Why did the media, represented by television, fall out of favor?
It is estimated that many people will talk about the rise of Internet media and the change in consumers' media contact habits. Yes, that's a reason. What matters is that the consumers themselves have changed. To put it bluntly: consumers are somehow more professional than the salespeople or salespeople you hire.
Buyers don't have sellers! This is an old Chinese saying, but in the face of the pervasive and mercury-pouring information dissemination of the Internet. The old adage that buyers do not have sellers may also begin to fail.
This is an era of information explosion, if the traditional communication is linear transmission, then the current communication is geometric exponential transmission.
Three laws are mentioned in The Tipping Point: the Individual Character Law, the Adhesion Law, and the Environmental Power Law.
The Law of Individual Characters illustrates the importance of "contact", "insider" and "salesman" in creating "popularity" by conveying the two positive and negative cases of success and failure in the American Revolutionary War;
The law of adhesion illustrates the importance of interest relations in creating popularity. Paul in the book "Tipping Point" Revere's case illustrates that on the North American continent, where "dry firewood is on fire, one point is on the ground," rebellion against British colonial rule is imminent. And it is an event that concerns everyone's vital interests. Therefore, Paul conforms to the laws of individual characters. Revere's messages can profoundly move and influence people. Conversely, if Paul. Revere was passing on an ordinary event. Then Paul. Revere, no matter how influential, would not have provoked "Lexington gunshots".
The New York Subway Case and the Sacred Secret of the Sisterhood of the Ladies in the Law of Environmental Power illustrate the importance of the environment to popularity and the importance of niche popularity to popular popularity, respectively.
Practice does not necessarily work under the guidance of a certain method theory, but successful practice must conform to the guidance of a certain method theory. In my opinion, the book "Tipping Point" mentions three laws that can guide the practical operation of fragmented communication in the information age.
POM model: p: personal perception; o: evaluation of others; m: Corporate marketing. Hopefully, with the guidance of p in m, the breakthrough of o will be achieved.
Hence the new brand in the modern marketing environment. Such as, XiCha, Zhong Xuegao, Luckin Coffee will impact consumers' sensory stimulation in a variety of ways, saturation in all aspects; so that platforms such as Little Red Book, Dianping, 2 micro 1 shake and so on will get crazy investment from venture capital funds; so that kol and koc, as well as various Internet celebrities, will be crazy to stimulate people's eyes.
Money never sleeps!
Back to the topic itself, how to quickly build a new brand from 0-1?
The author proposes a simple method model: the brand three-stage construction method. Hopefully, it will help the reader:
Stage 1: Tap Water Cultivation!
Opinion leaders are born with an aura:
Opinion leaders, also known as opinion leaders, refer to the "activists" who often provide information to others in the interpersonal communication network and exert influence on others, who play an important intermediary or filtering role in the formation of mass communication effects, and they spread information to the audience to form a two-level communication of information transmission. They have their own aura, and they are born to play the roles of "insiders", "contacts" and "salesmen" in the law of individual characters, and can quickly form a trend in small circles.
Event marketing is naturally newsworthy:
Event marketing is called event marketing in English, and some people in China literally translate him as "event marketing" or "event marketing". Event marketing (event marketing) is a means and way for enterprises to plan, organize and use people or events with celebrity effects, newsworthiness and social influence to arouse the interest and attention of the media, social groups and consumers, in order to improve the visibility and reputation of enterprises or products, establish a good brand image, and ultimately promote the sales purpose of products or services.
For example, the "hometown chicken" 200 pieces of strategic press conference. Take advantage of conflict events to create news topics. In the era of the epidemic, everything is simple. For large-scale food chains, a variety of creative launches are an inevitable event. However, the conflict is that the digital hometown chicken has used a budget of 200 yuan to open a press conference that has won countless media exposure in the rural base.
It's like opening a traditional snack bar on the first floor of a Grade A mall in a first-tier business district. The event itself is very conflicting, with its own news dissemination power, and then after fermentation, constantly repeated, it naturally forms a news topic.
Moreover, the clever point of Taoyuan Village is that it does not put the budget on advertising. Instead, efforts are made to design the space of the store and to make efforts in the details of the catering service. For example, the soft text design on the bottom of the empty soy milk bowl. Such small surprises and unique spatial visual design aesthetics can create a store into a self-media effect. Achieve the effect of "tap water" transmission among core consumer groups: tourists, white-collar workers and Internet celebrities.
Paragraph 2, take the initiative to expose strongly, create IP, guide public opinion, and continue to create momentum
Although "tap water" communication has a unique competitiveness in terms of the economy and effectiveness of communication, it is questionable in the direction and sustainability of public opinion guidance and dissemination. In this way, to establish a brand, it is also necessary for enterprises to consciously take the initiative to expose and continue to create momentum.
Putting aside the advantages of product upgrading, the most outstanding of the spread cases of Heytea is the queuing effect and the net red and kol effect. The queuing effect is to adequately manage consumer expectations, and the latter is the centralized application of "contacts" and "insiders" in communication. Among them, it is interesting to see the queuing phenomenon of hot pot chain stores represented by Haidilao, which is taken for granted. The queue for Xicha is widely questioned. To this end, Nie Yunhuan, the founder of Xicha, also came out to refute the rumors, but still could not convince the public.
The reason is also very clear, Haidilao's consumption is a typical social consumption, but also use stools and melon seeds to please consumers. And the latter! Core consumers tend to be younger (15-25 years old), personality and cool are their labels.
What the author wants to point out here is that nie Yunhuan, the founder of Xicha, came out to debunk rumors, which is a typical practice of public opinion guidance. However, based on the youthfulness of the age distribution of the core consumer groups of Heytea (not the backbone of society) and the influence of Nie Yunhuan, the founder of Heytea, on the mainstream media, it is an inevitable result of being questioned by the mainstream of society (Heytea cannot attract the backbone to experience heytea products).
If in the industrial age, television is the darling of the media; then in the information age, the Internet is the pride of the times. The various public relations activities and various news reports in the integrated communication are typical cases of strong exposure of enterprises in the industrial age. In the Internet era, the setting of IP and "human design" is a new weather vane. The reason is also very simple, in the Internet era, information transmission is an exponential amplification of power. Living in our time, it is not a difficult thing to inadvertently become an internet celebrity or become a traffic superstar.
For example, Lei Jun's personal IP empowers Xiaomi.
In the age of the Internet, IP is productivity. There is a famous saying in management: your style is summed up for you by your followers. Similarly, personal IPs are also posted to you by your fans. Therefore, the Internet age is quite "out of line". Companies that don't have their own style and tone are hard to remember.
Xiaomi's Lei Jun is the first programmer in China. College assignments have been used as courses, and jinshan can crack the original code of Jinshan that Qiu Bojun. Then to jinshan listing, Lei Jun was released and returned to the field, founded Xiaomi at the age of 40, and Set off a bet of 1 billion yuan with Dong Mingzhu of Gree.
Therefore, today's millet, its every product, rice noodles are willing to pay for it.
Why? Because his boss is Lei Jun. His label is "genius + diligence".
Paragraph 3, festival momentum, interest output, brand normalization operation
Once the brand is initially formed, it will be transformed into a normal operation. Few companies can completely decouple the brand line and the sales line. That is, the brand is not responsible for sales performance. Think about the current live streaming, think about the ROI problem that most corporate CEOs will mention when interviewing the head of the brand line. Writing this, the author is envious of the brand director in multinational enterprises or the vice president in charge of the brand from the bottom of my heart. Because their companies do not or rarely appear to be brought to the office by the company's big bosses to talk about "product and effect".
In this way, businesses creating festivals (double 11, 6.18) or using Christmas and Spring Festival to do promotions have become the main battlefield of normal operation. This also provides a sufficient stage for the vast number of creative, planning and design personnel.
Market research, consumer portraits, brand positioning, consumption scenarios, brand promotion and public relations salons are their main words; 2 micro-1 shake, h5 conversion, live streaming with goods, grass mowing, pop-up stores, crossovers, internet celebrities and ground push are their main weapons. While bringing sufficient benefits to consumers, it also earns enough eyeballs for enterprises.
For example, in 2014, gxg.jeans was exempt from a single order when it rained, and a case of wet body off a single. gxg.jeans is a fashion men's wear brand, the curvature of fashion and the curvature of elegant lines are the design language of this brand, and young, fashionable male youth is the core consumer group of gxg.jeans. "The hipsters who aspire to win" are their tone.
In this way, various press conferences, brand planting and hard and soft text push are the inevitable of brand building. In 2014's Double 11, the brand launched the "No Orders when It Rains, Take Off the Singles when Wet" campaign.
The first is to throw out suspense: Weibo big v umbrella, declaring that the double 11 rain will be free of orders; then gxg.jeans official micro further follow-up: release harsh words to bet with God; then the activity enters the climax: fashion blockbusters are online, and the tide men have prayed for the rain; final suspense is revealed: gxg1978 flagship store activities are announced, that is, "double 11 rain is free of orders". The whole activity is tightly paced and interlocked, and in just one week, the topic of "double 11 rain is free of orders" is close to 40 million, and has been followed up by dozens of media.
In the Internet era, market competition is more intense. The reason is also very simple, relative to the industrial age, information has been very transparent. Moreover, enterprises are also hit by cross-border dimensionality reduction at every turn. Driven by the hot money of capital, information and media are already pervasive. The authority effect is decreasing, and the personal media is amplifying. More importantly, the landlord's budget is also decreasing, and the pursuit of effect is infinitely magnified. In this way, based on the communication budget, communication utility, and the need for communication control, especially the change of media contact habits of consumers, the 3-stage brand building method based on the pom model will also play an increasingly important role in brand marketing.
Therefore, for brand owners who do not have a sufficient budget, it is not difficult to build a new brand from 0-1. The important things are emphasized: the use of conflict events to create tap water, and then take the initiative to expose public opinion, and finally the holiday "product and effect" to play interest output.
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