current position：Home>Brand marketing: from the electric shock mode of falling in love at first sight to the anti fatigue mode of falling in love with each other for a long time
Brand marketing: from the electric shock mode of falling in love at first sight to the anti fatigue mode of falling in love with each other for a long time
2022-02-04 11:56:44 【Bring shame on oneself】
01 Fragmentation invalidates big ideas ,“ Love at first sight ” End
Marketing is like falling in love , The essence is to make the audience fall in love with themselves , In a more vulgar word “ Falling in love with customers ”.
As for the way of love , In the golden age of advertising , Most brands pursue “ Fall in love at first sight ” Strategy . Just like Leo · Benner and George · What Louis advocated , Brand should be based on “ Big idea ” Affect consumers , Let consumers form a deep impression when they see the advertisement for the first time .
leo · Bena's Marlboro advertisement for Marlboro , The image is rough all over 、 heroic 、 The heroic American cowboy is smoking Marlboro cigarettes , This advertisement opens up a market for Marlboro , It has become one of the most classic planning in the history of advertising . And George · Louis is more interested in 《 Advertising creativity 》（ and 《 Blue trick 》） Famous for a Book , Its creative marketing concept has deeply influenced a generation .
The idea of great advertising creativity has influenced the marketing trend for decades , It also has a great impact on China . such as 2011 Mass bank advertising in Taiwan, China 《 Dream Knight 》 It caused a great sensation . until 2016 year ,NB Advertising cooperation with Li Zongsheng 《 Every step counts 》, Are still playing the value of big ideas , The impact of its formation in the current year on NB The growth of sales volume is not small .
But after the advent of the era of short video , There are fewer and fewer big ideas , The essential reason is the fragmentation of information .
The golden age of big ideas , Basically based on traditional media , Creativity is also basically static , The life cycle of a big idea is as long as one or even several years , This is to ensure that excellent advertising reaches more people , Let them fall in love at first sight , And repeated consolidation for a long time , Occupy the minds of consumers .
But in today's fragmented world , Consumers' attention is diverted at any time , Today, he fell in love with you at first sight , Tomorrow he can fall in love with others at first sight . In such a marketing environment , It's not cost-effective to make the brand bigger and creative , The reasons are as follows ：
- Distraction , Memory decays quickly . Fragmented information age , Big ideas can no longer be solved by coverage alone , Because the current environment , Consumers are extremely distracted , The memory of information will also disappear quickly , When you try to reach consumers with excellent ideas , He probably looked at it and turned to something else .
- Selective attention , De advertising . Mobile Internet Era , Consumers have a choice of content , Focus only on the information you want to care about . Consumers will buy members to advertise , See that the information flow advertising point fork is closed , Even click on the complaint advertisement …… Consumers' rejection of advertising has reached its peak , In an era like this , Advertising is even more difficult to reach .
- Touch rate questions , Invalid viewing . The advent of the algorithm era , Significantly reduce the initiative of the brand , In terms of content acquisition , The algorithm directly makes choices for consumers , Even if you advertise carefully , Advertising is determined by the algorithm as content that is not suitable for a consumer , Consumers can't see , This is the double-edged sword effect of the algorithm , Inaccurate judgment of the algorithm may make you lose the potential consumers you should have reached , Or more decision makers 、 purchaser 、 Experimenters and communicators , These are indispensable people for brand popularity and social consensus .
therefore , In the current marketing environment , Brands rely on big ideas to make consumers “ Fall in love at first sight ” There are fewer and fewer opportunities , The brand can only turn to another marketing model .
02 Brand marketing ： From love at first sight to love over time
In this era of extreme distraction , Brands can't expect an amazing idea to make a large number of consumers pay , Instead, we should gradually rely on content and operation to accumulate feelings for consumers .
It's like falling in love over time .
For example, in the era of microblog Marketing , Durex, who can't do traditional advertising , Rely on continuous output of high-quality content , Accumulated a batch of iron powder , And rely on fan operation strategy （ Choose... Every week “ Most fans ”, This is one of the earliest brands of fan operation strategy in the era of social media ）, Maintain the loyalty of fans .
Durex hasn't done any big ideas of big coverage , But gradually shaping their own brand personality by small ideas , Form an impact on consumers .
There are many such cases today , Although not as eye-catching as Durex used to be , But every brand that does this tries to do something that a small number of people like first , Attract a small group of people and start , Accumulate over a long period , Gradually expand influence . today , Most marketing is no longer a one shot deal , It requires continuous and effective touch and communication , For consumers , It also needs to provide content and value on an ongoing basis , Influence them little by little .
Today we can say , There is no confession that startles the world and cries ghosts and gods , Only forever moved .
So is it in the era of small creativity , Big ideas don't have a chance at all ？ That's not the case , Like I was in 《 bye ,Big Idea》 As mentioned in , The value of small ideas cannot replace big ideas even today .
They pass on to society 、 Human insight , Produce content with social value , Can shape the image of the brand , Bring more long-term value to the brand . What it brings is the shaping of brand character , The guidance of social culture , Guide consumers' consumption tendency , The increase of brand premium , The promotion of long-term income , This value cannot be measured in months or even years .
03 How to do a good job of marketing
The right way of marketing , Is to effectively combine and match big ideas and small ideas , This is the age of fragmentation , More effective “ fatigue ” Marketing methods , Specifically, it should be the following solutions ：
- Fight fragmentation with Pan centralization
In today's marketing environment , The long-term relationship between brands and consumers is certainly the solution , But the brand's first impression of consumers is still important , The premise of long-term love is , First of all, we should ensure that the brand has a contact with consumers , And positive , If the first contact opportunity is not available , Let alone love over time .
Now , Centralized media still play a role , Because it can ensure that the brand contacts consumers with the greatest probability . But now there is no last century 90 In the s, CCTV became the kind of centralized media , Therefore, it is very important to form centralization with media combination , I call this pan centralization , This is an effective strategy against fragmentation .
In recent years, , Some we media suggested that the two micro enterprises shake and focus + The concept of CCTV , It means pan centralization .
In my submission , Pan centralization is to obtain information from consumers online + Realize full coverage offline , To ensure effective reach for consumers . In the current environment , Basically double micro shake + CCTV + Focus matrix , This can be achieved .
Someone might say , How rich it is to cover such multimedia ？ It is true , This marketing method requires a certain amount of investment , But the benefits can also be guaranteed . You can look at the dominant brands in the market , They basically do , Like coca cola 、 TaoBao 、 The farmer mountain spring 、 Erie, wait . Their large Campaign It basically covers TV+ Divide public + Online and offline channels with double micro and one shake .
New consumer brands also have such cases , For example, it's made of small cans of tea recently “ A name in mind ”, The long film covers all the above channels , An effective anti fatigue propagation .
- Repetitions against forgetting
The natural enemy of marketing is forgetting .
German psychologist Ebbinghaus found , Forgetting occurs almost simultaneously with the emergence of information , And first fast and then slow . Generally speaking , When consumers see an advertisement, they should follow this Law , The rate of consumers forgetting advertising is very fast in the initial stage , But it will gradually slow down later , After a while , Almost no longer forgotten .
For marketing , There is no better way to fight forgetting , It's just repetition , But repetition has certain rules . Usually after consumers come into contact with advertising , Advertisements should be exposed repeatedly in a short time , So as to combat the possibility of short-term and rapid forgetting .
meanwhile , There are studies that show that , The emergence of advertisements is related to whether the advertisements of competitors appear on the same media at the same time , Repeated advertisements are more effective when there are competitive advertisements , let me put it another way , When a competitor's advertisement appears on a medium , If your ad doesn't appear , Then your brand memory will be weakened .
That's why Coca Cola and Pepsi , The reason why McDonald's and KFC will compete to advertise on similar media . In the same way , You also often see focus elevator advertisements for products of the same category on the elevator , Such as vitality forest and farmer mountain spring bubble water . On this point , I am here 《 Why do world-famous companies like coca cola continue to put a lot of advertisements ？》 It is also stated in the article .
So for forgetting this natural enemy of marketing , Brands not only need to repeat advertising based on forgotten scientific basis , It should also be used to resist the invasion of competitors' memories of consumers , To ensure the brand cognitive advantage .
- Imperceptibly resist information fatigue
In the age of fragmentation , More and more information 、 It's getting more and more complicated , Consumers are also getting tired , At this time, the marketing that can imperceptibly influence the long-term impact on consumers is good marketing .
On this point , Still pay attention to Daniel · Kaniman's 《 reflection , Fast and slow 》 theory , His theory of behavioral economics has been influential at the beginning of this century and won the Nobel Prize . In marketing , Its application is to guide consumers' fast thinking through some designs , Let them incline and buy your brand in a short time . Simply put, let consumers “ No guesswork ” Choose your products and brands .
This strategy can't work with one or two advertisements , Instead, we should combine the principles of psychology and behavior for a long time , Set up your own products 、 marketing 、 Channel and other factors , Let consumers' consumption behavior be affected unknowingly .
Starbucks membership card strategy , The economist's pricing strategy , McDonald's children's paradise strategy …… All for the successful application of this marketing method .
I am here 《 How does brand advertising use people's fast thinking to stimulate purchase impulse ？》 I have written about the brand's application of fast thinking theory to various designs of marketing , I won't repeat it here .
- Fight uncertainty with certainty
today , Marketing has gone through 100 Years of time , We always emphasize the change of marketing at the moment —— Changes in channels 、 Changes in technology 、 Changes in media 、 Changes in form , These changes always make people feel that they can't keep up with the times .
But few people have noticed ,100 Over the years , The nature of marketing has not changed , This essence I am 《90% Brand marketing can't even do common sense 》 It was written in , Namely Correct content based on Positioning + High frequency coverage for consumers .
The correct content has not changed since ancient times , Channel coverage , It's nothing more than what kind of media combination . however 90% Your company can't do this , They are either influenced by the new concept of the outside world , We should use a small budget to leverage the popularity of the whole network , Or see a brand fire , Copy someone else's route . Most brand owners are trapped by anxiety and change , It is difficult to achieve common sense based on the basic principles of marketing .
Whether it's traditional media or new media , Whether it's TVC Or short video , The essence and means of its marketing have not changed qualitatively , In the current environment , Identify the right content and proven channels （ Pan centralized channels as described above ）, What is uncertain is the variety of new concepts , These new concepts are not invalid , But the time is too short , You need to settle down and study whether it is suitable for your brand , Whether it can bring certainty , If not, don't touch .
04 Conclusion ： What is the anti fatigue marketing mode of growing love over time ？
In today's era of fragmentation , It's hard for a brand to expect a big idea to make a sensation as in the past , So as to bring marketing effect , Today's brand marketing , It's more like a long-term love , Need to build a positive first impression , Through continuous effective touch, it has a subtle impact on consumers and solidified their cognition , To bring more long-term value .
To sum up , In fact, it is the long-term doctrine of marketing .
author[Bring shame on oneself],Please bring the original link to reprint, thank you.
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