In the process of brand marketing, enterprises often encounter such confusion: why do I invest a lot of money, or can't do marketing promotion well? How to do marketing promotion is a difficult problem, but it is not unsolvable. "Brand Marketing Today" takes you to know three misunderstandings in marketing and helps enterprises to further understand how to do marketing promotion. Although all roads lead to Rome in the field of brand marketing, brands should avoid minefields and take fewer detours in order to seize more opportunities as much as possible.
How to do marketing promotion? Avoid premature marketing
When the market demand is released in large quantities for various reasons, but the supply is far from enough, there will be a great entrepreneurial dividend. At this time, as long as a product is developed, it can become a pig flying on the tuyere. In order to seize the market dividend, many brands choose large-scale and omni-channel layout marketing. However, when a product is just launched, it is normal that the user experience is poor. If you have made the product popular, attracted a lot of traffic, and the product is full of loopholes, they will never become your repeat customers for two reasons: first, the gap between expectations and reality causes a sense of being cheated, and second, the product itself causes consumers to question the brand. So, you spent a lot of money in exchange for this batch of traffic.
As Zhu Yutong, general manager of brand marketing company, said, "Any marketing theory has its application boundary in a certain era." The initial brand marketing needs to be based on product perfection and smooth application, otherwise it will be difficult to recover the lost users. It is one of the necessary preparations to make marketing diagnosis and formulate marketing strategies in combination with market research. In the early stage, the core purpose of a brand or product should not be popularity, user volume or growth rate, but good reputation.
How to do marketing promotion? Avoid self-appreciation.
Delicious dishes get tired every day. Similarly, after people receive highly stimulating content for a long time, their tolerance threshold will increase, and their senses will have similar numbness symptoms: they are insensitive to general content. In the eyes of mainstream users, the content of brand marketing is mostly unremarkable. If you ask a person, what was his most impressive advertising/marketing activity last month? It may be difficult for him to recall, because he instinctively chose to ignore those ordinary advertisements. Therefore, the marketing activities implemented by the brand may only be known to you and your colleagues, which is the self-satisfaction of the brand.
The misunderstanding of brand self-esteem is something that even professional brand marketing organizations that have used brand marketing for decades need to check and avoid at all times. In order to ensure the quality of brand marketing planning, the planning cases using brand marketing will be jointly demonstrated and scrutinized by the expert guidance group after completion, which is why brand marketing can always help customers achieve marketing results.
How to do marketing promotion? Avoid brand convergence
Nowadays, products and brands are becoming more and more media-oriented, and we have to mention brand competition. It is difficult for convergent products and brands to prosper in the market, so what kind of brands can attract more consumers? First of all, there is nothing wrong with the product itself, that is, the quality should be comparable to that of competing products. On this basis, the distinguishing feature from competing products is to give consumers a reason to buy and stay, which will become a brand memory point. It may be the private menu of a restaurant, the decoration and furnishings of a clothing store, or it may be a symbol or image that appears frequently.
After years of actual combat, category innovation has become an effective solution to find product memory by brand marketing. Now speaking of Fuling mustard tuber, I believe everyone is familiar with it. Fuling mustard tuber has become a widely circulated "identity stalk". The seaweed soup kelp developed by Fuling mustard tuber group comes from the adoption of brand marketing. Before 20 15, kelp products were polarized in the market, which were divided into kelp silk as a side dish and dried kelp in bulk. Experts who use brands found that consumers are willing to carefully cook a pot of nutritious health soup for health, but they lack time to soak their hair and clean kelp. Therefore, the adoption of brand marketing has found a way to break the situation for Wujiang-the innovative category "soup kelp", and the market prospect of refined high-end kelp products is broad, and the first brand of soup kelp was born. The adoption of brand marketing has also successfully helped Wujiang's strategic transformation, and its sales reached a new high.
In order to make the brand have a memory, brand IP is put on the agenda. The initial stage of IP is only property right, and now it has evolved into a super symbol. From the media big V or comic novels, you can become IP. As early as 20 17, adopted brand marketing saw the potential of super IP, and adopted brand experts put forward the theory of building brands into super IP in the era of brand marketing 3.0. Facts have proved that the market penetration rate of IP brand has been further improved, which has carved up more consumers' time and market share. For example, Tmall and Want Want, two brand names are IP at the same time, which have high brand image recognition visually.
In the eyes of brand adoption experts, marketing promotion is a strategy system adapted to local conditions. We can't just learn how to practice by theory, but we need to apply the accumulated experience to practice. After reading this article, do you have your own answer about how to do marketing promotion? No matter how to promote marketing, these three misunderstandings need to be avoided. Doing marketing at the right time, making content that can stimulate users, creating brand memory points, and giving brands multi-dimensional positive attributes and unique personal image are another way for DeUEX in the brand war.