Marketing should also have a "sense of relaxation"

Be a "not tight" brand and let users follow you

1. Why brands need to be "relaxed" Sense"?

In past marketing, brands have always overemphasized their own "high style" and it is easy to ignore the true feelings of consumers. Overly aggressive marketing will not only create a "sense of distance", but will also make people feel that marketing is too "utilitarian", leading to resistance.

Brands need to be "relaxed" and can truly "play together" with users. Only by establishing a good spiritual link with users can it be easier to win their love.

2. How to create a "sense of relaxation"?

1. Communicate as a "friend"

Whether it is the brand's self-media or the community , or daily marketing materials, it is necessary to create a "relaxed" communication atmosphere and communicate in the tone of "friends". Brands can be funny, cute, or serious, but they must not be "preachy." This generation of young people know how to fight against PUAs. Brands that are too "daddy-sounding" will only be resented by consumers.

2. Do something that has nothing to do with "sales"

When users pay attention to a brand, they do not want to "see ads elsewhere." If the content released by the brand is only product introduction, users will quickly lose interest in the content and stop paying attention to the brand, or even "forget" the brand for a long time.

For brand account operations, it can appear to be "not doing business properly". The content is not limited to products. You can share some content such as the daily life of workers, the daily life of the company, and the daily life of cheating the boss. Interesting content is not only easier to attract fans and keep the brand topical and exposed, but also can use the "people behind the brand" to export brand culture and three views to consumers.

3. Face users’ “dislike” calmly

No matter how good the brand is, it cannot win everyone’s love, and no matter how good the product is, it may not be suitable for everyone. Brands do not need to tense up to reply to every "negative review". They can accept users' "dissatisfaction" calmly and even take the initiative to publish the "negative reviews" of some users. Self-exposure makes people feel real and cute.

Of course, accepting "bad reviews" does not mean that it is a failure. Timely public relations are still needed for product quality problems and public opinion crises for the brand. When doing public relations, your attitude should be sincere, your response should be quick, and your handling should be timely. Always remember that in the face of a public relations crisis, what we need to solve is the "problem", not the "person who raised the problem."

4. "Not marketing" is also a kind of marketing

Every marketing node, whether online or offline, is creating a "buy quickly, buy, buy, regret if you miss it" In the tense atmosphere of "Year

The brand chooses to "lay down the Buddha style" at nodes (for example, Weilong's "bad marketing" during last year's Double Eleven), which can create a contrast in people's perception of "must market at nodes" and create topical topics. The degree is full; combined with the output of interesting and interesting content, it will produce a "tap water effect".

The popularity of the brand has increased, so why worry about not "converting"?