01. What is grass planting
The simple understanding is to first blow up a product and then quickly establish the popularity of the whole brand. This is just the opposite of the logic of the traditional marketing model. Content grass planting marketing gives a lot of opportunities for small and medium-sized brands, because it does not need to spend so much marketing budget to brand. As long as your product has popularity, it can be quickly recognized in the market. What this reflects is actually the change of consumption motivation of the rising young generation of consumers (post-90s and Z-generation), from brand value consumption to unique value experience consumption of the product itself. 02. Brands need both grass planting and advertising Word of mouth marketing, or what we are talking about now "Content planting grass" is actually a supplement to the brand's first perspective advertising. Nowadays, many people shout "advertising is dead" and "no advertising, do word of mouth", which are all manifestations of extreme obsession with third-party content. Although it is more and more important for brand marketing to plant grass for content because of consumers' diversified catalytic habits, this does not affect the necessity of advertising. Although consumers do not like the brand's "self glorification", if it is all information from others, they may not trust the brand too much. Therefore, for brands, content grass planting and advertising are just the proportion of investment. 03. Recreate based on the product itself "Grass planting points" to tickle users' "itch points" Redesign the product packaging with high appearance and beautiful packaging. Users like beautiful products. If your product is practical and beautiful, it will win users' favor and attract them to buy. (2) Cross border cooperation If the product can cross border with some big names or other brands, it is also a way to attract users' attention and trigger users to buy. For example, if Coca Cola and Li Ning cooperate, this series of products will be very popular. Personalize products to create a differentiated or noble shopping experience. Attract users' attention and make them purchase. 04. Proper nicknames are more conducive to consumers' memory The function and practicability of many products are not poor, but the sales situation is not good. In fact, because the nickname of the product is not easy to remember, it is difficult for users to have a clear memory of the product. For example, Shiseido has been promoting an essence called "Aojiao Essence", but it has not been popular until it was called "Red Kidney" in the purchasing circle and spread, girls began to remember it and slowly became popular. The principle of nicknames for products is: first, it should be based on a certain selling point of the product, and then it should be carried by popular images that have a sense of scene or picture in life, and it is better that this selling point can be somewhat related to the image, so that consumers will remember it. 05. Good content is produced "from bottom to top" In traditional social communication, most of the materials are provided by the brand side, and then sent to stars or KOLs, so that they can publish and spread on their social accounts. This is what we call the "top-down" content production model. However, when planting grass for content, we must follow the "bottom-up" model, let stars or KOL share the content summary based on their own real use experience, and then give it to the brand side for review. Try to cooperate with KOL's own content without affecting the general direction. 06. Build a pyramid matrix and launch KOL At the top, there needs to be a star, whose role is to enhance product popularity and pave the way for the next volume, as well as produce materials for subsequent diffusion through endorsement of star effect. Below the pyramid is the head KOL， Because of the star effect, the top talent will value the products endorsed by famous stars. After all, they will bring their own flow. If the brand talks with them about cooperation, the premium space will be large. Their role is to produce marketing content and bring goods; With flow endorsement, mid waist bloggers will follow the trend of stars and top talent, so it is easy to cooperate naturally. In the era of light advertising, the form and quality of marketing have changed, and planting grass in content has become a trend. Actively embracing the trend of this era is the choice for all brands to make a breakthrough. At present, the grass planting ecology is characterized by diversification. From the perspective of grass planting subjects, there are not only star TVs with a large number of fans, but also KOCs specializing in the industry, providing more choices for brands. Content+social platforms such as Little Red Book provide a multi scene, full link grass planting model for brands. Understanding the current situation of grass planting will help the brand expand its vision, innovate its marketing methods, formulate a more reasonable and targeted grass planting strategy, and face the future with a new trend.
