XNUMX. Precise positioning - find brand advantages
"Father of Positioning" Jack Trout's "Positioning Theory" has long established the key points that need to be paid attention to in positioning work, and formed a four-step method of positioning work, which has achieved widespread success in practice. The four-step method of positioning work is as follows:
Step XNUMX: Integrate the external environment and identify competitors.Who are the competitors?What are your competitors' strengths and weaknesses?What are our strengths and weaknesses compared to our competitors?How to expand advantages and avoid disadvantages is a question we must answer.
Step XNUMX: Avoid the advantages your competitors have established and establish your own. "Know yourself and know the enemy, and you will be in a hundred battles." It is very important to establish a deep understanding of yourself and other brands if you want to succeed in brand operation.The key point is to avoid the limelight of competitors and find your own advantages in their disadvantaged areas or blank areas.
Step XNUMX: Further confirm your strengths.Confirming one's own advantages is not accomplished by just shouting a few slogans. It is necessary to present effective evidence for one's own advantages to convince consumers.
Step XNUMX: Integrate positioning into business operations.Finally, companies need to successfully integrate positioning strategies into all aspects of business operations, both internal and external.
XNUMX. Content Operation - Improve User Loyalty
In the era of information flooding, consumers have never been in love.If the purpose of brand positioning is to allow consumers to have a specific brand in their minds when choosing a product, then the purpose of content operation is to make consumers loyal to a certain brand when making a choice.
What exactly is content operation?Simply put, content operation is an operation method to create meaningful and valuable content to attract and retain specific users.But if you think that the job of content operation is to simply write copy every day and edit the text, you are wrong.
Content operation is not content, but users.Before operation, target users, user needs, and user characteristics should be clearly analyzed, and content that users need and are interested in should be delivered to users.Typically successful content operations target users with the following information:
1. Functional information
One purpose of users' use of media is to obtain relevant information, meet their daily production and life needs, and meet their needs for communication, information, and risk avoidance in their lives.
2. Entertainment information
Some scholars say that people's most powerful motivation comes from the word "entertainment".Especially in this era of information explosion and abundant resources, at the moment of entertainment to death and rapid consumption, entertainment information has always caught people's attention quickly.
One of the main purposes of people's use of social media is to find a haven for themselves to rest after their busy work and study, and to meet their leisure and entertainment needs.If a brand can satisfy people's need for entertainment when it comes to advertising, then advertising is more than simple advertising.Tmall’s red-envelope grabbing campaign launched on the eve of “Double Eleven” is a good example.Users can grab the Double Eleven shopping red envelopes by swiping their mobile phones to play games, which not only makes consumers happy, but also creates a better momentum for the "Double Eleven" event.
3. Interactive information
Unlocking your phone late at night, do you have insomnia and can't sleep, or do you want to find someone to chat with?One of the major motivations for users to use social media is to communicate, relieve loneliness, reduce life pressure, and content operations can also do this.Brands can interact with fans through their respective media platforms and carry out related activities to maintain fans and increase user stickiness.Strengthening interaction with users can enhance users’ attachment to the brand and enhance users’ emotions towards the brand.When the functional needs of users for the brand are transformed into emotional needs, the brand is not far from success.
XNUMX. Integrated Marketing - User-centric
Integrated marketing is not so much a marketing method as it is a marketing concept.Integrated marketing is user-centric, integrating from marketing tools, marketing methods to marketing channels.Many people think that integrated marketing is equal to multi-channel marketing and multi-channel advertising, which obviously fails to capture the essence of integrated marketing.Integrated marketing should integrate content and users. "Everything is user-centric" and "users are king" is the core essence of integrated marketing.
In the past, marketing was marketer-centric, and marketers would have the illusion that they were in control of everything and that they were God.However, as resources become more and more abundant, consumers have more and more choices, and even when consumers are tired of the flood of information, it is impossible for marketers to "turn the world over", and they can only obediently only serve customers "The horse's head is the way."The key point of integrated marketing is to transform the marketing model with "enterprise" as the core into "consumer" as the core, instead of considering what marketers want to do, but asking what users need.There are several key points in integrated marketing that need to be controlled:
1. Grasp user needs.The connotation of grasping user needs is: no longer consider what the company wants to sell, but ask what users need; no longer consider the company's pricing strategy, but consider the user's expected price; weaken the company's sales channel strategy, but ask consumers Where do you want to buy the product from?All "enterprise"-oriented strategies have all turned to be user-oriented.
2. Effective feedback channels.To grasp the needs of users, it is necessary to establish effective information feedback channels, and good information feedback channels include contact points with users, information operation channels, information collection methods, information flow and other contents.
3. Effectively integrate information.Integrating information is a necessary work after collecting information. Establishing a complete and orderly customer database and regularly maintaining data is an inevitable requirement for screening target customers and accurately positioning the target market.
4. Develop marketing strategies.Marketers should formulate relevant marketing strategies based on integrated customer information, customer resources, and draw reasonable user portraits to precisely hit user pain points.
Fourth, creative marketing - always grab the user's attention
Creative marketing is a marketing method that always grabs the user's attention and maintains the user's freshness.There are several keywords that must be grasped for a successful creative marketing.
The first keyword: product features
It is a necessary condition for marketing to grasp the characteristics of products at the same time of marketing.One of the keys to marketing is to understand what is a product, what is marketing, and what is a brand.Only based on the product itself can a suitable creative marketing strategy be developed.
The second keyword: copywriting
Novel copywriting is the key to hot topics and detonating hot topics.Consistent copywriting can no longer attract the attention of users.In order to stand out from many competitors, unusual copywriting expression and expressive connotation are very important.But remember, copywriting must not break the bottom line, and you must maintain the necessary conduct of marketers.
The third keyword: trend hotspots
What attracts the most attention?What attracts the most traffic?There is no doubt that the answer is naturally trendy hotspots. Anything with a little bit of trendy hotspots will cause the attention to rise. "Hit hot spots" has long been a tacit trick of the media, but "hot spots" must also follow the principle of moderation, otherwise it will inevitably bring about a rebound in users and the market.
As mentioned above, brand marketing is the key for a brand to stand out from its competitors, but there are also several high-voltage lines in brand marketing that cannot be touched.