What is a brand? What is marketing?
Quality? Promise? Or exposure?
Can it be called brand marketing to push hard and spread widely?
How do start-up brands break, and how do old brands occupy the high ground of users' minds?
Through marketing, let customers form a cognitive process of corporate brands and products?
Everyone has his own understanding.
For consumers, it is a representative of an excellent product.
For example, if we want to buy shampoo, Head & Shoulders will immediately appear in our mind. If we want to drink, we will go to a small shop to buy a bottle of coke. If you want to buy clothes, just open your mobile phone and browse Taobao ... This is brand marketing.
With the gradual failure of the traditional marketing model, grasping the mind has become a new generation of marketing keywords. Only by taking advantage of the precise platform, constantly exporting valuable content and occupying the spiritual highland of the target group, brand marketing will be hit at once, and it will gain greater volume, market and value in the noisy media environment.
0 1 new scene stimulates brand scene diversification
The marketing field of 20 19 is a desperate year. There are all kinds of myths, revelry, leaving the scene in a daze. The old bubble has been punctured and the new bubble is expanding.
20 19 has passed, and 2020 has just begun. With the serious destruction of COVID-19 epidemic, the marketing circle in 2020 will be more chaotic, which is mainly caused by two reasons. First, the big economic environment is not good, especially after the "Black Swan Incident", the budgets of brands from all walks of life have been tightened, and even the rich Party A has followed the crowd and tightened its purse. Second, the stimulation brought by the new scene, live broadcast with goods, private domain traffic, network celebrities planting grass and so on, all of which stimulate every marketer like drugs.
Affected by the epidemic, China's economy will be reshuffled in 2020, brand marketing will be reconsidered, and at the same time, it will usher in the stimulation and diversification mode brought by the new scene. The emergence of this situation is more beneficial than harmful to small and medium-sized brands.
Why do you say that? Because business owners not only have more choices, but also their expenses will be adjusted or even reduced. In the past, there were only big channels and the advertising threshold was very high. Now small and medium-sized brands can choose the way that suits them, do it deeply and thoroughly, and live well.
For example, product sales are carried out through e-commerce and WeChat business platforms, and the improvement of the platform is conducive to brand building; For example, selling goods live can sell more than 100 million a year. For example, if you do private traffic, you can live well.
Make good use of various media platforms to make the brand exposure big and lasting.
In the Internet era, the entrance of new media is wide open, and ordinary people have obtained the "license" of the Internet world. Everyone is an "internet surfer" and everyone has the right to speak. Everyone is a self-contained self-media and their own reporter.
For enterprises, the impact of media fragmentation is that their consumers have mastered the right to speak for the first time, which is not only difficult to fool, but also difficult to serve. The user's "saliva and bricks" is a double-edged sword for the brand, which can make an unknown brand "superior" and also become a disaster for the enterprise.
According to relevant data, 70% of SMEs are using new media to acquire customers or sell products. Even some enterprises (including traditional enterprises) are building new media matrices (WeChat friends circle, WeChat official account, Weibo, third-party media platforms, video platforms, etc.). ) and offline platforms that can be directly perceived by potential customers (such as elevator advertisements).
As for why a new media matrix should be established, most business owners' answers are "the trend of the times, or you will die", more to save advertising expenses and increase the online exposure of corporate brands and projects.
For the purpose of exposure, the idea of business owners is relatively simple, that is, they often appear in the public eye and let the public perceive that the brand is very active, so they will be more inclined to choose when making purchase decisions. Before the big exposure, enterprises need to solve two problems, one is what to expose, and the other is how to expose. The exposure content needs to be healthy and spread. The exposure channel should choose the head media and focus on it.
Of course, the exposure strategy should be "big but not scattered". The exposure is large enough, but it should not be scattered, so as to improve the visibility of the exposure as much as possible and give consumers a strong stimulus in a short time.
Before brand marketing, the consumption path must be diversified and smooth.
Enterprises should pay attention to two most important things in brand marketing: first, the air force: brand exposure; Second, the army: the path for consumers to contact products. It can also be called a channel, but in the context of new consumption, the consumption path will be more accurate. For products with a scale of more than 6.5438+0 million, the consumption path must be diversified and smooth.
The logic of a brand is to tell you what it is, where to buy it and when you need it. To make large-scale and sustainable sales, it must not be an instantaneous transformation, but give consumers the initiative to buy at any time when necessary.
Then under this logic, the consumption path is particularly important. Needless to say, offline channels need to be opened.
For example, in the FMCG industry, as a consumer, if you want to buy something, you must go to the e-commerce platform first, and sometimes you will choose convenience stores, supermarkets, hypermarkets and so on. Purchase, that is, the products of FMCG industry need to be spread out in the above channels, so that consumers can take the initiative.
Marketing Solution: Return to the brand and firmly believe in permanence.
Before attending a strategic meeting of a traditional brand, its CEO asked me, "I only have 500 million in my hand this year. Should I buy out traditional channels or online channels? " Brand advertising or effect advertising? "To tell you the truth, I really don't know how to answer. It's really hard to make a decision.
So this year, due to the impact of the epidemic, many enterprises are thinking about not only the survival of enterprises, but also self-help. During this period, many business owners also asked me "how to use online channels to do brand marketing" and "how to put traditional advertisements on the platform in 2020?" "How to sell my products through WeChat, urgent!" .
Let me feel the anxiety of business owners about brand marketing. Everyone is worried about growth, anxiety effect, and whether the time and energy spent can bring growth. The bigger the budget, the more anxious the big brands are, because they are big enough. How to grow up next has become an increasingly difficult problem.
My answer is that if we want to seize the commanding heights of brand marketing, we must achieve two regression: "return to being a brand and return to the long term". If the rate of return of a sum of money is calculated in a short time, the account can't be calculated. A brand will live 100 years. You calculate the conversion rate in an instant and the exposure in one week. How to calculate this?
For brand marketing, the effect is not necessarily to sell goods, but to sell goods too narrowly. The effect of brand marketing is actually the action power of consumers. For example, if you see an advertisement for sports shoes, you think you should exercise. Remember to buy new year's goods when you see the advertisement.
In addition, for small and medium-sized brands, new media can be used to accumulate user groups, live broadcast can also be used to bring goods, private domain traffic, and even this can be done all the time, and the brand can always be done well. My advice to small and medium-sized brands is to find a way suitable for enterprises, dig deep and do your best. Remember not to spread too many channels and platforms, big brands can learn, but remember not to learn big brands blindly.
Today, there are more and more marketing scenes on the Internet, and brands are becoming more and more dazzling. Who should we pay for advertising and what should we do? The more diversified the scenes and channels, the more strategic direction is needed.
Don't blindly chase hot spots, but have strategic strength. Many tuyeres are good, but they may not be suitable for you. "Returning to the brand" and making good products in 2020 is one of the most important things for business owners to do this year.
Marketing solution: greet the personalized era with "small but beautiful"
Differentiation or death.
From 20 18, the consumer groups in China are undergoing a subversive revolution. The popularity of original consumption, the outbreak of rice circle economy, the iteration of fan economy, the upgrading of pet consumption, the prevalence of rental economy and the all-round development of lazy economy have led to the emergence of Internet economic consumption led by young consumers.
The rising young consumption power is developing rapidly, as the main force of middle class consumption in the future. After 90, 90 and 00, they all like to live as they please. They have advanced consumption concept and life pursuit, they advocate walking and traveling, and they also pursue their favorite lifestyle.
Statistics show that the proportion of tickets purchased in music and concert types after 90 s and 00 s exceeds 90%. It is conceivable that as a generation of "slash youth", their trend is to publicize themselves, make public their personality and their consumption concept.
Therefore, the China market should also have a "Great Leap Forward" with the consumption power of the post-90s generation, that is, directly enter the personalized era from the mass era.
How to compete and "stand out" in 2020
In the era of new media brand marketing, consumers live on the Internet. If the products of corporate brands are not "baked", they must not like them.
For example, in 1999, Gan Maoling went out to Lamian Noodles, Evergrande bought a house on the 7.5 fold line, "enjoying employees" during the epidemic, Jiang's cocktail blending, Oreo's spicy chicken wings and so on, which created fresh and interesting topics for users. Therefore, the products "baked" by the internet can not only stir the hearts of young people, but also directly hit the sore spot. More importantly, the hot spot of network is brand marketing.
In addition to the network "drying" products, enterprises must return to creating value for customers if they want to compete "out of place" in 2020.
As we all know, the market is a carrier, carrying consumers. Brands need to shift their attention from competitors to consumers, not to control consumers, nor to attract consumers by using the homogenization culture of online celebrities, but to truly understand consumers and conform to consumers.
How does the brand change the position of consumers? The first is to respect customers; The second is to return to the "product" itself; The third is to reshape the harmonious ecosystem. Do you understand the "voice" of customers? Customers are willing to pay for "understanding".
07 Summary: Brand and Marketing under Big Waves
Before 2020, most CEOs talk about marketing, which is considered as advertising, new media, sales and brand, rather than as a strategic behavior of the company to manage the market. So there is the famous wanamaker puzzle in the advertising circle-"I know that my advertising fee is wasted by half, but I don't know which half."
For enterprises, brand strategy is based on products. Any marketing means and core of an enterprise are inseparable from products.
In the past era of brand marketing, the cost of connecting customers was huge and consumers could not be found. Traditional advertisements and TV advertisements are overwhelming, and the cost of intermediate connection is huge.
Today, the mobile Internet has developed to a mature stage, and the cost of connecting products to users is zero. The deepest understanding of advertising in this era is "product is advertising", which is what I said before "returning to the brand".
Today, with the prevalence of mobile Internet, only when the products scream enough can you amplify the power of 10 times and 100 times. Just like a very important reflection that Jobs made when he returned to Apple, "The product people were killed by the marketers." After Steve Jobs's return, the most important thing he did was to let the product people regain the right to speak, so today Apple is king.
Nowadays, great changes have taken place in corporate brands. In the past, the brand was more from brand to marketing, to users, to your products, and then formed a brand. Today's brand is the reverse of the whole methodology. Only after having products will there be a certain amount of user traffic, and finally more brand word-of-mouth marketing will form the whole brand.
So the difference between good marketing and bad marketing lies in whether it can amplify the advantages of products and be recognized by more people.
On the road of brand marketing, it is a process of scouring sand, which will eliminate those who stand still and reward those who catch up. The survival of the fittest caused by competition is normal. If you don't work hard, you will be "shot" on the beach.
Finally, I hope everyone can go to a faithful wife.