preface:
lately Frequently used in social media Squid Game I brushed the screen. Xiao Bian watched it out of curiosity. This is A test of human nature with entry but no exit ， Triggered extensive discussion 。
From another perspective, the fierce competition of brands in the market is not a squid game. You can't quit at will if you participate in it. Some brands persist until the end, and more brands are eliminated from the market.
This article simulates A campaign to reshape the brand marketing model with customer thinking Squid game, belt Let's have a feel.
Game 1: Understand and be customer-oriented
They say that customers are God, and many enterprises have service concepts "Customers first" and other similar corporate culture or slogan. But in the process of enterprise brand marketing, do you really understand and achieve customer-oriented?
At first glance, this question seems simple, Don't rush to answer, Let's see first following Several Questions:
Why do you want to make this product?
What is brand orientation?
What is customer orientation?
These Questions It seems that it is not so difficult to answer , isn't it? Sometimes people Just like a frog in warm water, when the external environment changes gently, it will be less sensitive, So that he was unknowingly market Elimination.
In your answer, perhaps The following answer will appear:
Because the peers are making this product, we also do
Competitors what function And features ， We have to keep up
Our products are of good quality and high price, and must be competitive in the market
We think the customer needs this product, and there must be a market for this product
As long as the brand is developed, there is no worry about the product's market
We are a time-honored brand with high popularity
。。。。。。
Are these the standard answers? In today's era of rapid social development, the brand updates faster and faster. Passively follow blindly all day without thinking about the nature of the problem, even time-honored brands will be eliminated from the market. Let's calm down and think about these problems.
The first stage, Early marketing was product oriented guide That is to say, the products are available first, and then it depends on who they are sold to ， The product quality is good, and there are no buyers.
With the increasingly fierce competition in the market environment, Business owners We found that "The fragrance of wine is also afraid of deep alley". So they let more people know and understand through creativity and communication, and finally resonate and buy repeatedly ， Therefore, brand is becoming more and more important.
But here we are Mobile Internet Times, The lifestyle and needs of consumers have changed, and brand communication has faced new challenges, customer They are both buyers and participants. importance customer Experience and interaction, Let the customer Willing to participate in the product sale And actively spread. Therefore, more and more enterprises have entered the customer-centric stage, pursuing brand marketing "Combination of quality and effect".
But the real customer focus is not to shout slogans, but to be implemented in the actual operation of enterprises. for instance:
Years ago, when a reporter asked Jobs about market research, he said: "It's not the customer's job to know what they want.".
To understand the real needs of customers, simple market research is flog a dead horse And may even be trapped by market research data. Jobs knew this, so he Spend a lot of time thinking about customers. The focus is “ Customer's heart ” , not “ Customer's words ” 。
for instance:
You think the customer is Pursue price, but actual Inspire this person consumption It's not the price, but the feeling that he can get the best deal.
You think the customer is Pursue service, But actually Inspire him deal It's for the sake of less trouble and a relaxed feeling.
customer Pursue famous brands, maybe pursuit The feeling of success.
these ones here Factors are very important in creating products and brand marketing, But it is difficult to pass the traditional market Obtained through research.
Think hard and go listen for customer And of Interact and attach importance to every customer Demand is the key to pass this round of game.
Otherwise, it will be eliminated by the market.
Game 2: Seize the customer's mind
Many brand practitioners who have worked for many years are not necessarily Can explain clearly what is Seize the customer's mind.
In fact, the play of this game is very simple. The so-called seizing the customer's mind means printing a symbol and a nail in the customer's heart. This symbol can be a brand LOGO 。 stay two thousand and twenty During the epidemic in, in order to meet the current situation, LOGO There have been some changes.
For example, Xicha wears a mask:
Nissan automobile Of logo ， “ Become thin ” Has ：
Kappa Back to back separation of men and women:
This nail can also be a paragraph of text. Many famous brands have been used very well "The nail of language":
For example, the melon seed used car, "No middleman makes the difference".
Another example is the hammer mobile phone, "The best mobile phone in the Eastern Hemisphere".
Advertising language of China Unicom ， “ Love Chinese Knot ， China Unicom Sihaixin ”。
Another example is Pepsi Cola, "The choice of the new generation".
Of course, in addition to Besides the "nail of language", we also need the "hammer of vision".
When a symbol is presented to the customer with linguistic and visual blessing, the customer's brain will take the initiative to package and create meaning for that symbol.
For example, Tide: If we put words “ Tide ”Take it off, and the rest is actually a target. If you see it, you will think: "It can accurately decontaminate, especially those stubborn stains, corner stains, it can also accurately hit.".
Being good at using symbols, a powerful weapon, is the key to the game.
Game 3: Grasp the core of brand symbol cultivation
Many brand owners fall in this pass.
The growth of brand symbols requires a long and systematic cultivation process. It requires that every marketing and activity you do should be related to it. The core of this link is content.
For this challenge, we have prepared some small strategies. If you can let customers remember your brand in a short time, it will prove that you are about to pass the game.
（ one ）Give cultural core
Just born brand Just like a baby, he needs a name "Who am I, where do I want to go? Who do I want to make friends with?" These three elements endow him with brand culture. also convenient customer Differentiate brand Products and services What are the differences 。
（ two ）Implant emotional core
People have seven emotions and six desires At the moment of the birth of "brand", he should also implant these elements.
What is the emotional core? Give some simple and understandable examples:
for example ： Valuation two hundred 100 million beverage brands “ Snow City ” , the reason for the circle bilibili Previous video: “ You love me, I love you, you go to the Snow City Sweet Honey ” 。 This is a happy mood.
For example, Jingdong Finance has launched a screen brushing video advertisement You Don't Have to Succeed. For example, if you don't have to dry this glass of white wine and drink it until your stomach is perforated, you don't need to buy a big house, you don't need to borrow 3 million yuan at 10000 yuan a month, and you don't need to succeed. This is a tolerant mood.
When a brand has emotions like people, the collision between emotions will be more likely to resonate with customers.
（ three ）Both content quality and traffic
If the quality of brand content determines the upper limit of marketing effect, then traffic and media determine the lower limit of marketing effect.
Anyone who has done content marketing should know that the main work of content marketing is divided into two parts: content production and content distribution.
Whether the content marketing is done by the brand owner or by a professional third-party service provider, the ultimate goal is to achieve traffic conversion from the media platform after the cost is invested. This conversion may refer to the amount of powder absorption, the number of user registrations, or sales conversion.
Finally, let's review the three level game.
First pass: understand and be customer-oriented
The second step: seize the customer's mind
Third Pass: Grasp the core of brand symbol cultivation
Remember the rules of the game?
Participants shall not Quit halfway game
Violation of rules means elimination
Failed to pass the customs Be eliminated
Between the brands Can you win the "squid game"?
