Why Do You Always Do Bad Marketing? Brand Marketing Strategy

< p > the brand itself is a promise that reduces the user's choice cost, because people always tend to believe in familiar products and people who are familiar with it. Even if your product is good, if you do not create a familiar context in the market, then the value of your product is missing, because there is no resonance in emotion.

< /p >

< p > now we understand why millet is a fire. The context of millet is very successful. Once I went back to the countryside, a student who had just graduated from junior high school asked me if I could help him to grab a millet. He said that it would be very prestigious in his class and even more powerful than apple. I was shocked at that time, but it was also very reasonable to think carefully, because when you used millet, students knew that you are a mobile phone enthusiast, a player, and robbing is also a context.

< /p >

< p > I believe that many people are more and more accepting domestic mobile phones, but you may not buy domestic sports shoes. Actually, the appearance and quality of sports shoes are almost the same, but the context created by different brands will have a direct impact on our purchase. Some people are totally unable to accept domestic sports shoes on their feet, just as some people will never use double butterfly condoms.

< /p >

< p > How can we create a context that allows the whole market to be familiar with and accept? < /p >

< p > before we talk about this, we first understand some basic principles of marketing: human subconsciousness is driven by emotion rather than logic (via. inception); these emotions include inborn entertainment, family ties, anger, curiosity, passion, etc.

Therefore, for brands, brand communication strategies should be maintained: all business strategies and motivations need to be plated into user sentiment concepts and stories.

If you don't understand this, marketing will never work well. Many brands of micro-blog seem to only understand hype and advertising. They never consider the user's feeling. Fundamentally speaking, it's a layman doing marketing. If there is no occasional mobile phone raffle, who TM is willing to pay attention to you.

< /p >

< p > below is my insight into the brand marketing based on the Internet environment.

< /p >

< p > < strong > 1, precise positioning < /strong > < /p >

How can we quickly improve the popularity of a p that has never been heard? Because today's media environment is too fragmented, users receive too much information every day, and the brand without voice will be quickly forgotten.

So Eagle made a unique trick to cleave the user's mind with a sharp positioning, so that users can have a deep impression. Once they are touched, it is hard to forget.

The reason why I mentioned eagle, because I have done many tests on many occasions, I ask you what is the most famous beef brisket? They can only answer the eagle's sirloin - not soft Wen.

< /p >

< p > for example, if you want to be a photo artifact with the main image quality, you will have to compete with at least 5 vendors. But if your product positioning is a nude artifact, the built-in infrared function can directly shoot naked pictures through your clothes, so you don't need to spend money to spread it.

< /p >

< p > accurate image positioning has the advantage that it is more efficient and cheaper to repeat users' reminders in the future.

< /p >

< p > positioning helps the brand to put a concept in the user's mind, so that you can establish a one to one correspondence with the user.

< /p >

< p > < strong > two, good product < /strong > /p >

< p > product is the foundation of marketing.

The Internet is pparent. Don't think successful marketing can really sell a lot of rubbish. It's pyramid selling, not marketing.

< /p >

< p > good products need to meet many factors. We only discuss factors related to marketing: the elements of marketing in products.

The product itself can speak well, such as highly differentiated, beyond the expected experience, etc. The more popular way is to find the most profound pain points and solve the problem, to solve the core pain points of users will exceed users' expectations, users will speak for you, so that the topic of products will become socialized.

< /p >

< p > for example, the pain point solved by millet is the price of screaming. The pain point that Samsung solves is the big screen, and apple redefines the phone.

< /p >

< p > a lot of products are getting mad in the process of embedding marketing topics, creating a lot of gimmick functions for marketing. These functions are not in line with user value, but just for innovation. For example, eight nuclear phones with very low storage is a typical gimmick marketing. They are crazy about the eight core concept, but do not consider the usability of mobile phones at all. The experience of mobile phones is very poor, and what revolving cameras are not practical, which also lead to a great retrogression in handfeel and design of mobile phones.

The mobile phone is a kind of deep experience product. Every user bought a cell phone will be poor for another year. This year, the user will continue to Tucao the cell phone and pass it on to the people around him.

< /p >

< p > < strong > Product standard of the Internet age < /strong > /p >

< p > recently I read an article from Yu, which mentioned that Professor Li Shanyou of China and Europe made some comments on products. I think he thinks that in the era of mobile Internet: only products touches the hearts of users and provides value beyond commerce, so that there is a chance of success.

< /p >

The product standard of < p > industrial era is functional experience. It mainly emphasizes functional functions, or FAB. It emphasizes functions, advantages and interests. Everyone follows the routine, but will users care about them even when product homogenization? < /p >

The product standard of < p > Mobile Internet age has changed into "emotional experience". There are two points in its core: the first is the ultimate experience, the product itself is the first marketing force; the second is the strong emotional appeal. Professor Li said, "the product only touches the user's heart and provides the value beyond the business, so that we have the opportunity."

< /p >

Therefore, Nike not only sells sports shoes, but also wants to set decrees that you fall in love with sports and maintain a healthy body. In the carving of the beef sirloin, the dishes will be cleaned to you to clean up to you. It is to remind you to pay attention to environmental protection; to buy snacks in three squirrels, such as garbage bags, toilet paper, sealing clips and other gadgets will be presented with care.

These brands will not only focus on pactions, but also make you move beyond the paction, creating a better user experience, increasing your brand viscosity and memory.

< /p >

< p > < strong > reasonable price < /strong > < /p >

< p > the standard of brand pricing is only two words: reasonable.

There is only one criterion for users to measure prices: overvalue.

< /p >

< p > remind again: think low price is super value brand, you don't need to pay attention to him at all, he will die himself.

The user's measurement of the value is omni-directional, not limited to price. You have to let users perceive the value of the product in many ways, so that users will pay for the product.

What is a good price for the good product? See me last Monday's long article.

< /p >

< p > < strong > three, stereoscopic marketing < /strong > < /p >

< p > < strong > complete contact > /strong > /p >

< p > all communication is based on specific symbols, such as brand names, LOGO, slogans, design, packaging and all other things that are in contact with users. It should be noted that all contact designs must have a broad mass foundation, that is, symbols that everyone can understand and understand at a glance, and that users need to think or even ask questions are all problematic.

< /p >

< p > comment on the contact design of millet, from Logo to graphic design to slogans are very consistent with the aesthetic environment of the target users. Even the copywriters on every page are analyzed through big data, and they clearly know what the users' needs are, so you know why I have been ignoring the top 500, and do not grasp the basic methodology of doing things, and the blind and confusing contact design, can such a marketing be successful? < /p >

< p > < strong > resonates < /strong > /p >

< p > brand symbol must conform to the user's emotion to hit the user's heart.

These symbolic contacts are an activation of the original experience and experience in the user's mind, so your symbol can not be divorced from reality and away from the users. If you want to show your compel, use some eight heads of slogans and images, you will often die very hard.

< /p >