The changes of the Internet make us excited and give us opportunities; the subversion of the Internet makes us very busy and even more confused! Many entrepreneurs in traditional enterprises have also had to transform from low-end OEMs to Production is moving toward high-end brand building, and the company is transforming from offline channels to online channels such as Tmall or O2O. In this cruel era, if we want to survive and have a future, we must do our own marketing and branding. In order to make marketing in the Internet era more directional and make our brand marketing work as simple as possible, Chaoxu once mentioned a point before. Marketing in the Internet era is to do three things well? Tell good stories and follow trends. Play the game well?. On this basis, I will recommend four laws to everyone regarding brand promotion:
Law 1: Stories must shake people's hearts
The author thinks? What can attract people? Why can it impress people? Story is the driving force of the brand, and the ability to tell stories is the core competitiveness of the brand. For most adults, people who are reasonable are generally averse to people who tell stories, but they like people who tell stories. Therefore, Mo Yan, who is good at telling stories, won the Nobel Prize; Jack Ma, who is good at game-playing and bragging, became the richest man in China; and "Deng Xiaoping at the Turn of History", which was popularly broadcast by CCTV some time ago, obviously used Deng Xiaoping's story to Solve the psychological problems faced by people in today's society; Zhu Shijian also achieved a "second spring" of life achievements at the age of 80 because of storytelling. Steve Jobs, Lei Jun, Liu Qiangdong, Huang Zhang, Luo Yonghao, almost all of these Internet celebrities are master storytellers. I think the importance of storytelling goes without saying. Super Xu scanned these stories, and they only include three types. One is a story that reflects strength, which can give people a sense of security in making choices, and the other is a story that expresses inspiration, which can inspire people; and the other is a story that embodies truth, goodness and beauty. Stories can inspire people.
Law 2: The image should be obvious
The author believes that consumers are impetuous and utilitarian, the media exists in fragments, and the time consumers give to companies is calculated by the second. ?, Therefore, our image should be clear and obvious, and strive to impress customers within a few seconds. In an obvious way, there are three typical phenomena in the Internet era: first, entrepreneurs directly serve as spokespersons, such as Lei Jun represents Xiaomi, Dong Mingzhu represents Gree, Pan Pingguo is related to Pan Shiyi, and Chu Cheng belongs to Chu Shijian; second, animals act as spokespersons. Cartoon images, such as Tmall’s cat, JD.com’s dog, Tencent’s penguin, Dangdang’s monkey, etc.; the third LOGO design is based on fonts, such as Coca-Cola, McDonald’s, Ganji.com, etc. Whether it’s words, animals, or people, it’s all about using tangible objects to represent intangible enterprises and making communication more identifiable! Another important thing to consider is to choose an influential trademark when choosing a trademark. This can save a lot of communication costs and get twice the result with half the effort. For example, trademarks such as "Milk Tea Sister, iPhone" that were registered in the early stage are worth so much money, mainly because of their own popularity and intuitive associations.
Law 3: The appeal must be consistent
The author believes that where there is a will, there is a way. As long as the dream is firm enough, anything can be successful. And this point of view can also be put on brand promotion. The importance of repetition in communication. In ancient psychology, there was the "Ebbinghaus Memory Curve". Only repetition within a certain period of time can effectively memorize it. Today, there is "Little Apple" which is popular all over the country. The key to the success of the Divine Comedy is simplicity. , repetitive rhythm. German orator Goebbels even said, "A lie told 100 times will become the truth." Shi Yuzhu, an inspirational person, persisted in the vulgar advertisement of "If you don't accept gifts during the Spring Festival this year, you will receive melatonin" for more than ten years, and finally came to the conclusion that "the advertising slogan should remain unchanged as much as possible." The Internet has indeed brought us a lot of uncertainty and made us face a lot of temptations. What we need is a firmer belief and persistence in our original dreams.
Law 4: Promotion must follow the trend
The author believes that no matter how powerful people are, they can’t follow the trend, and no matter how rich they are, they can’t buy all the self-media. Therefore, in the mobile Internet era, Brand communication must be able to discern the pulse of society and pay attention to consumers' sensitive nerves, and based on this, create content to achieve self-propagation. For example, the CCTV News Channel started in 2014? Let’s talk about the Spring Festival, let the miss go home first? This activity was launched in 2015 because of WeChat and 4G.
This little red pavilion has become a big hit during the Spring Festival. Another case is the program "Let Love Come Home" in the 2015 Spring Festival Gala of China's largest local marketing company, Provincial Broadcasting Corporation, which became a popular program on WeChat as soon as it was broadcast. They all captured the excitement and emotion of returning home during the Spring Festival. The so-called following the trend is not just "sugar daddy" like Mengniu and 360, nor is it just "joining in the fun" that is popular on WeChat. More importantly, it must be combined with the story of one's own brand and the content of the product, in the appropriate way. The time and place resonate with the mood of society.