Whether a brand/product can gain a firm foothold in the market mainly depends on the consumer's cognition. For unfamiliar new products, the consumer's purchase intention will not be particularly strong. However, young new brands have not yet formed a perfect sales system at the initial stage. The limited funds of enterprises have led to insufficient marketing publicity, low brand awareness, and they are often in a weak position in the market competition.
Facing many powerful competitors, how can a new brand quickly enhance its popularity and seize the market with limited funds?
The "new" of a new brand not only means that the products and services are novel, but also the marketing thinking needs to be updated. Old thinking mode is the key to restrict the development of new brands.
Differentiated positioning of brands to establish sustainable competitive advantages
Differentiation plays a vital role in marketing and brand. Especially when the product homogeneity is too serious, it is easier to find your own uniqueness and differentiation advantages, establish a brand competitive advantage, and stand out from many products.
For example, in the face of the double attack of Coca Cola and Pepsi Cola, Seven Up made an advertising slogan of "Seven Up, Not Coke", highlighting its own uniqueness among many cola drinks. The result of this non cola advertising campaign is that the sales volume of Seven Up soda has increased by 10% in the first year, and has increased every year since then.
It is a big taboo for brand operation not to have personalized characteristics, and it is easy to "kill everyone" in the market. When making brand planning, enterprises should deeply explore the product attributes and shape the core value of distinctive corporate brands.
Build a strong relationship marketing channel network based on user orientation
In today's mobile Internet era, many enterprises will actively connect with media platforms, such as publishing enterprise information and activity content through microblog, WeChat, and Tiaoyin. This kind of connection is strong and weak. The sales conversion rate of weak relationship is low and the marketing value is small. Enterprises want to ensure the efficiency and effectiveness of marketing. Before marketing, they should fully understand the attributes of target groups with the help of big data, Build a high conversion rate marketing channel network with user orientation and brand focus.
Which platform will gather target users? What do they like to see? Marketing planners need to think about the needs, behaviors and states that users may have from the perspective of "senior users". For example, beauty lovers like to go to Little Red Book, and some funny and interesting high-quality videos on Tiaoyin are more popular with office workers after a busy day.
In this era of "no fans, no marketing", only by accurately positioning the target users can we achieve the minimum marketing investment and maximize the marketing effect.
Brand marketing is a process from quantitative change to qualitative change
As an intangible asset, brand is often ignored in daily life. Consumers hold a wait-and-see attitude towards the new brand, precisely because of its "new". When there is little or no product information on the Internet, consumers will not trust your products. This reflects the importance of content marketing, and brand building is also based on the accumulation of content marketing step by step.
Content marketing is not as effective as bidding or information flow advertising. It is a long-term and continuous process. In particular, news soft articles have certain authoritative endorsement, which has greater credibility than ordinary soft article marketing. People will know that this brand is very popular after searching for such articles, thus greatly enhancing the trust in the brand and can be assured to purchase boldly.
Therefore, such articles should not only be published for a long time, but also be included by major search engines. Quantitative change causes qualitative change and promotes sales volume transformation.
If a new brand wants to effectively and quickly open the market and improve brand awareness, it can not be separated from accurate brand planning and effective marketing and promotion programs to implement. At the same time, enterprises also need to do a good job in product control. In the final analysis, brand competition is absolutely product competition.
