Three methods of new product marketing

Released on: July 15, 2022 17:12:17

New product marketing is a major issue that many brands face every year. There are many kinds of new product marketing methods in the market today, but which one is the most suitable for yourself? How to play the corresponding game What about

play 1: Spread campaign

This is a typical The method of "fighting high" should also be the most common new product marketing method so far, at least among traditional big brands.

So called communication A core point of campaign is that the brand itself is still the main body of communication with users.

The common trading mode is:

The brand refines a core communication proposition based on the selling points of the new products launched this time; Then the corresponding content materials will be produced based on this, such as short videos, celebrity endorsements, offline flash, etc; Then spread the materials produced by the brand through media, such as Weibo Hot Search KOL, circle of friends, information flow, Focus, etc; last Landing in e-commerce station, possibly PK the marketing IP resources for the first launch of new products on the platform, such as Tmall's small black box, JD's small magic cube, the opening day of Tiaoyin, etc.

One obvious requirement of this method is that the budget should be sufficient. It is suitable for new brand products with high decision-making threshold and long cycle, such as large household appliances, mobile phones, automobiles, etc. Therefore, this brand based approach, in addition to the role of communication itself, is also a kind of mental seeding with trust endorsement.

play 2: Content Grass planting

Compared with the previous method, taking the brand itself as the main body of communication and planting grass for content is to KOL talent is the main body. The underlying logic is to change from showing product functions to talking about user experience.

So, what is the common mode of grass planting and trading? A common practice yes Divide The stages of "burying stem - exploding stem - digging stem - sowing stem":

Burying the Stems: In Little Red Book /On such search platforms as Zhihu/Baidu, users' real evaluation exposure can be buried in advance, and some KOCs can be selected in batch to focus on the use experience and scene. After the subsequent "stem burst", consumers were planted grass and then watched passers-by feedback to pave the way.

Explosive stem: As the name implies, it is necessary to ignite this new product through relatively large resources, such as star recommendation. But the star recommendation and endorsement here are different. The biggest difference is that we should let consumers feel that the star is really in use, rather than commercial behavior. Therefore, it is not necessary to shoot pictures and videos with high power. Instead, it is better to reveal that stars are using this product unintentionally in some life scenes.

Digging stalks: It is the product behind gossip around stars. At this time, you can choose some gossip numbers, industry grass planting numbers, science popularization numbers, etc., to maximize the variety of this new product, and show off the new products that you are also using stars.

Sowing stem: create a following behavior of evaluation and sheet printing that users are buying. Can batch Seeding some KOC and ordinary users produce content to drive the users around them to understand and realize true word of mouth.

play 3: Content grass planting+effect input

this It is the core method of incubating explosive products in Dithering Ecology. The trading mode is mainly divided into "Assumption - test - optimization - amplification".

Assumption: The source of this is to answer what to do? Most of the time, our new products are aimed at more than one group of people. Which group of people should do the content of that kind of grass better? Even if a certain type of people is identified, but there are so many points of interest of such people, what kind of scene should the content spread to? At this time, we can The dimension of "people goods market" is assumed. Except that "goods" is unchanged, "people" and "market" can list several items.

Test: This is mainly to calculate the high-quality content model by depositing the natural delivery data. We will base on the previous assumptions "People goods market" combination, to produce the corresponding short video content, and then put these content out separately, and finally see what is better and what needs to be optimized later.

Optimization: optimize in two aspects according to the effect of natural launch. The first is the optimization of short video content. You can see the amount of views, conversions, and losses per second in the background, and then cut or adjust the order of scripts according to the trough of the curve; The second is the optimization of the launch crowd, including the brand crowd of Cloud Map and the behavior label crowd of Leica.

Zoom in: finally, for high-quality content, further zoom in through traffic products. Four major flow products including dithering: Dou+, content promotion, talent bidding and information flow.