Brand management, need From "sales orientation" to "relationship orientation".
Most brands have nothing to do with customers Relationship. Because most brand advertisements are "simple and profound". In real life, the real relationship must be established from the simple to the deep The behavior of "talking in depth" will scare the other party away. There is one in communication "Social Infiltration Theory". This theory tells a truth: the process of building relationships between people is the process of revealing their true selves. People have a lot of egos, like a Taowa, the real self is wrapped layer by layer. A person's privacy, hobbies, life desires, etc. are his true self. What we usually come into contact with is only one's social identity. The process of building a relationship is the process of gradually revealing your true self. The reason why the past brand advertising could not establish a relationship with users was that it violated the "social penetration theory". If we take brand advertising as a friend making signal ， In the past, brand advertising, because of the need to occupy consumers' minds for quick success and instant benefit, the common practice is to release a strong signal, and then cycle this strong signal indefinitely until consumers are "Brainwashing". If we want to establish some relationship with users, our signal should be from weak signal to strong signal, and the signal strength is increasing. In other words, brand advertising should release content layer by layer, so that users can receive brand information smoothly like a series 。 When we cooperate with a huge number of engines, we can use its ability to continuously push different brand advertisements to the same user. Progressive advertising is to restore the process of building relationships between people and release advertising signals from the simple to the deep. This way seems very slow, but it is a shortcut to establish a stable relationship.
Brand advertising spread Logic is to exchange value with users From the perspective of social psychology, the essence of relationship is Exchange. In other words, the relationship should "have exchanges". However, most brands only have their own "coming", no users "going". Friends will greet each other, lovers will care for each other, and brands and users should also give and support each other. can realization The brand advertisement of "two-way relationship" must be that users can participate in it, and there is a valuable exchange between the brand and users. From the perspective of content dissemination mode, brands do not create a content and then distribute it to the media. Instead, let your users become distributors of content. In an era of social media, people are the media with the smallest granularity, and media is the collection of many communicators. The advantages of people distributing content are: Everyone is a natural endorsement of trust, which will make the advertising content have greater credibility and communication power. In other words, a one-way relationship is a brand that outputs content to users and seeks benefits. The two-way relationship is that brands and users exchange content and create benefits. Relationship, which can be quantified The brand must be able to quantify the relationship between itself and users. If you want to make brand advertising useful and effective, you must The metaphysical concept of "mind" has become a scientific concept. Since we want to quantify, we must first establish quantitative indicators. and The seemingly unquantifiable "relationship" can also be broken down into six different stages: opportunity, understanding, attraction, inquiry, action and advocacy 。 Brands can also manage users hierarchically according to these six relationships. Carry out targeted marketing for users in different relationship stages. The huge engine also divides the target customer groups according to these six relationship stages, and six types of relationship groups are also frequently used O-5A brand relationship asset model. In this system, brands can circle more users, screen more right users, and quantify their relationship with users. When we can measure the effect of brand advertising through relationships, we can clearly diagnose brand problems and quickly find solutions. Following the idea of building a brand advertising system with a huge number of engines, brands should first find more right users, and then strategically deepen their relationship links, so that brand advertising can be really useful and effective. Saturated attack, seizing the mind, and vigorously creating miraculous brand advertising are not our only path to success. Attempting to sneak into the user's life and build a deep relationship with users may become the main song of future brand advertising.
