On the eve of the 20 18 college entrance examination, Mercedes-Benz, Jeep, Audi, Volkswagen and other car companies successively joined the arms race, such as Beijing Hyundai Motor:
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You may have the same idea as me. This marketing content seems a little distracted, but it always feels strange: what is the relationship between the college entrance examination and buying a car? I don't understand what you want.
This kind of marketing is just a sense of existence. Of course, the sense of existence also has certain marketing value. Just changing the college entrance examination to Teacher's Day or Mother's Day, or changing the logo to Shu Fujia, our feelings are no different.
Our memory is selective. If external things have nothing to do with us, we will soon forget them, even though we do see them.
Just like the handsome guys and beautiful women who pass by on the subway, even if they make your heart tremble when they meet, you will forget what TA looks like when you get out of the subway.
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Therefore, taking advantage of the situation can gain the attention of consumers, but it may not necessarily form a memory.
However, as I mentioned clearly before, taking advantage of marketing is in line with memory neuroscience. Why doesn't it work here?
We need to face up to a problem first. Scientific laws exist objectively, but our subjective understanding often makes mistakes. We tend to learn from the success of others, not the process of success.
Let's look at a case:
In 20 18, Huawei's R&D expenditure reached153 billion USD, making it the largest ICT industry in the world. Therefore, some people say that if an enterprise wants to succeed, it must do research and development like Huawei.
But in the early days, Huawei didn't have huge funds to fight with Cisco in the United States, so why did it finally surpass Cisco? Huawei's successful process seems to be more worthy of attention.
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The reason why the above-mentioned borrowing marketing makes consumers feel puzzling and forget in a blink of an eye is because such marketing only imitates the results of successful marketing of others, and does not explore the process of successful marketing.
Generally speaking, the first enterprise that successfully uses the market will often get a lot of media exposure and become the benchmark for the latecomers.
After seeing the result of this situation, latecomers began to imitate, taking hot events as the starting point, forcibly looking for connections and highlighting their own brands.
So his marketing logic is like this:
(1) big node: discover major events-college entrance examination;
(2) Lenovo: determine the way of association-make posters+slogans;
(3) Node: Highlight brand recognition-add logo.
However, the first successful marketing company probably did just that. Take the marketing of 20 17 Chen guang stationery for example;
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(1) node: determine the brand characteristics-high-quality stationery, which is related to learning and belongs to high-frequency consumption;
(2) Relevance: Explore the potential relevance-exams, homework, student gifts;
(3) Big node: lock the goal of taking advantage of the trend-graduation season, college entrance examination.
On the surface, these two kinds of marketing by taking advantage of the college entrance examination attract attention, but their logical order is completely opposite, so the marketing results will be different.
When you see Chen Guang's marketing poster, you may think of taking the college entrance examination with Chen Guang's pen or writing a graduation message to your classmates. You may also want to buy a new Chen Guang business pen.
But when you see the poster of Beijing Hyundai, you won't think of buying a modern car. Even if you may buy a car in the future, you won't feel that Beijing Hyundai really has feelings. I will buy Beijing Hyundai, but I will spend a lot of energy comparing several mainstream brands repeatedly.
The appearance of success is well known, but the logic of success is extremely profound. We need to focus most of our energy on the logic behind it, not the appearance of success.
However, if you think you understand this marketing logic, you can use potential marketing to make consumers remember your brand, and you may still be disappointed.
2, new methods, memory related marketing.
Hot spots that follow the trend will cool down, and it is difficult for you to get involved with hot events every time. Now there are too many latecomers who follow the trend of marketing crazily. These people and activities that take advantage of the market are like a flood.
Consumers are more and more inclined to start psychological defense mechanism and resist using marketing advantages to control their own consumption behavior. Even if an enterprise happens to be in the middle of a hot spot and has no idea of taking advantage of the trend, it may be labeled as "grandstanding" by consumers.
Is there any other way to make consumers remember your brand?
In fact, the method I'm going to talk about next is still based on the above logic, but we need to give up going with the flow and try to upgrade this thinking.
The big node used in marketing is a hot event at present. And we need to abandon this narrow vision, not to limit the communication nodes to the current hot events, but to expand to the wider world.
Besides hot events, what other nodes have a strong influence on consumers' cognition?
I think there are many things that have a strong influence. For example:
Revolutionary technological invention-Internet
Emerging car companies such as Weilai Automobile and Xpeng Automobile have surpassed BBA (Mercedes-Benz, BMW, Audi) by virtue of the banner of "building cars on the Internet".
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But in essence, Internet-built cars only add "plug-ins" of intelligent interconnection on the basis of traditional automobile manufacturing. Moreover, most core technologies are still "monopolized" by traditional big-name car companies in the United States, Japan, Germany and other countries.
These emerging car companies bind the powerful node of "Internet" to themselves, and even some industry lists will classify them into the Internet industry, not the automobile industry.
As a result, they succeeded in getting a share of the media attention to BAT.
If using hot events to attract consumers' attention belongs to opportunistic marketing, then this way of binding one's own brand with strong influence nodes to form memory association is called "memory association marketing".
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Note: Low consumer participation means that consumers rarely spend energy thinking about goods, and it is easy to change other brands because of external stimuli.
Since memory association marketing has so many benefits, what are the specific methods to establish memory association?
3. What are the types of memory association?
Through a large number of case studies, I summarized five types.
Most people have seen or heard some of these cases, but few people think that their underlying logic conforms to memory neuroscience.
(1) similarity association
In ancient times, people would say "beauty is among beauty" when they saw beautiful women, and "looks like Pan An" when they saw handsome men.
This is actually a similar connection, which binds a person's appearance with another big node, that is, the classic handsome and beautiful image, thus deepening people's impression of this person.
What is the function of similar association?
For example, Fan Xiaoqin looks like Malik Cloud, so we call him "Little Ma Yun". Although most people don't know who "Fan Xiaoqin" is, when it comes to "Little Ma Yun", everyone will definitely think of that little boy.
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Of course, appearance similarity not only refers to people's appearance, but also includes product form and combination.
For example, when I was in college, I did a home improvement project and wanted to realize large-scale personalized customization.
But people with common sense in economics know that personalized customization and mass manufacturing are contradictory.
So I thought of splitting the product into several components, realizing the large-scale manufacturing of components, and realizing personalized customization through assembly and combination, so that you can have your cake and eat it.
But how can I express my product model to make it easier for consumers to understand and like it?
I thought of Lego bricks. Although Lego bricks have only a few modules, different combinations and splicing can realize various forms.
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So the big node I decided is Lego bricks, and the connection is that they have the same product model.
Next, my memory-related copy is also logical: "XX personalized home improvement, like Lego bricks, changes at will."
If this memory-related marketing is done to the extreme, there may be a phenomenon of "Little Ma Yun":
Passerby A: How to get to Lego Home Decoration?
Passerby B: It's "XX Jia Zhuang", right?
Passerby A: Yes, that's it.
In addition to similar appearance, there are many similar types that can be used:
Similar functions: What was the first iPhone? Jobs said "a big screen iPod+ a mobile phone+an internet device" (borrowing three nodes at the same time);
Similar model: the previous commercial traffic was in real estate developers, and now the commercial traffic is in the Internet, so the Internet is a "network real estate developer" (this memory association has been monopolized by BAT at present);
Similar products: I often hear about BOE. What does it do? Is China's "LG" (South Korea's LG is the world's largest LCD screen, BOE did not use this memory association);
Similar spirit: I support Luo Yonghao and Hammer mobile phone because he has the spirit of Jobs. Even if the hammer is sold, Lao Luo will not change his mind.
Similar association is the simplest way to use memory association marketing. The next few meetings will be more difficult and have a certain threshold.
(2) affiliation
The ancients loved to report themselves as soon as they met, using subordination to make memory associations, highlighting their status and making each other unforgettable.
The most successful memory-related marketing is his uncle Liu Bei. Although Liu Bei made up mats and sold shoes, he made full use of the big node of the Han Dynasty and tied up his memory for a long time.
The phrase "I am the queen, a relative of Zhongshan Jing in the Han Dynasty" defines Liu Bei as the only person in the Three Kingdoms who has the justice of kingship, and Zhao and Zhao successively defected.
Affiliation still applies today. For example, if I say "I'm Grant", you may not remember.
But if I say "I am an intern from HP, the top IT company in the world, my name is Grant", you will remember it with greater probability.
Similar memory-related marketing is also common in business circles, such as Procter & Gamble, Ali and Baidu.
The most famous example of the internet circle is Cheng Wei and Didi. Cheng Wei worked in Alibaba in his early years and was responsible for Alipay business. He is a very exemplary entrepreneur of Ali.
This time, Ali joined in and became a very good brand endorsement of Cheng Wei and Didi, and it is also a brand story that is very easy to remember. Even VC (venture capital) will consider whether to invest according to the background of the entrepreneurial team.
Wen Yue Group 20 17, the largest digital reading and literature IP platform company in China, was split from Tencent, which naturally has this affiliation. There are almost all reports of reading articles, and there must be Tencent.
In addition, being a famous teacher, a scholarly family, studying abroad, entering a famous university and entering a big company all have this marketing motivation in essence.
Affiliation has certain resources, which not all individuals and enterprises can use. But once you have the opportunity to use it, it will be a "catalyst" (but not a "panacea") for success.
(3) Homologous association
Homologous association and subordinate association are corresponding, which refers to two people or brands coming from the same place. If you have the opportunity to make good use of the same big node, it will have the same marketing effect as affiliate.
Mr. Liu Run, a well-known domestic business consultant and manager of Five Minutes Business School, has repeatedly mentioned his experience with President Tang Jun when he worked at Microsoft, including how Tang Jun interviewed him.
This invisibly linked his brand with Tang Jun, the "working emperor". Even if you don't know who Liu Run is, as long as you remember Tang Jun, it is easier to remember Liu Run.
A classic case of homologous association is XX Company (I won't tell you for the time being).
Let's look at some brands first:
Top brand: SK-II
Second-line brand: Olay
Men's brand: BossSkin
The first make-up brand in Asia: Anna Su
Nursing brands: Rejoice, Head & Shoulders, Pan Ting and Shufujia.
You can't remember so many brands. It doesn't matter, as long as you remember one or two of them (such as Shufujia and Rejoice), other brands will be relatively easy to remember.
Because all the above brands come from one company-Procter & Gamble (P & amp； g).
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This is P&G's classic multi-brand strategy. When you see an unused brand, such as SK-II, you don't have to worry. As long as you have used Shufujia and know that Shufujia and SK-II belong to Procter & Gamble, it will be easier for you to accept the strange brand SK-II.
There are many similar examples, such as brand extension, which extends the original well-known brands to other types of products: Wahaha is not only drinking water, but also eight-treasure porridge and milk.
Trout, the godfather of marketing, put forward the positioning theory, in which he strongly opposed brand extension, and cited counter-examples such as Xerox and General Motors.
But today, there are still many companies that adopt brand extension and even enjoy it. For example, Haier is doing computers, and LeTV is doing eco-counter (both are cool).
The reason is that although brand extension will make brand positioning out of focus, because of homology, memory-related marketing will make it easier for consumers to remember and accept new products after brand extension.
(4) Hostile groups
Hostile association, as its name implies, is to regard competitors as big nodes and establish hostile relations with them in consumers' minds, thus attracting consumers' attention to competitors to their own brands.
The most successful example in this respect is JD.COM.
Although JD.COM has not surpassed Alibaba in e-commerce for many years, it has declared war on Alibaba through various marketing activities.
JD.COM established a kind of cognition in consumers' minds, namely "JD. COM is Alibaba's only competitor. "
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Therefore, as long as you are dissatisfied with the consumption on Alibaba (Taobao or Tmall), such as slow logistics, many fakes and poor customer service, then your alternative choice must be JD.COM.
Although it is difficult for JD.COM to surpass Alibaba's share at present, there is a high probability that no other e-commerce company will surpass JD.COM.
Another example is the elevator advertising rookie-trendy media.
Xinchao Media's revenue in 20 17 is 200 million yuan, which is second only to Focus Media's1200 million yuan, so it plays the banner of "cheaper because it is second" in elevator advertisements.
Although the volume of trendy media is much smaller than that of Focus Media, which is a near monopoly giant, the hostile association still makes trendy media make headlines, and even attracts the memory association of rival China media competing for the "second place".
However, hostile association is a double-edged sword. On the one hand, you can gain industry popularity by forming memory associations with powerful opponents. On the other hand, it may also be countered by opponents and get burned.
So Zhang, the founder of trendy media, said, "We just want to be the second child and sell advertisements quietly." But can this really cover up the truth and avoid the iron hoof of Focus Media?
Hostile association needs strength as the foundation and belongs to the threshold of memory association marketing. It is more suitable for those enterprises that have a certain commercial moat and occupy a certain position in consumers' minds, such as JD.COM.
(5) Complementary correlation
Complementary correlation means that both of them can exist independently, but once they cooperate, they may produce the effect of 1+ 1 >:2. You can reflect your complementary relationship in the industry in marketing activities and use the popularity of complementary partners to enhance the momentum.
For example, the logistics cooperation between Taobao and Sitong Yida, and the Wanteng O2O e-commerce company composed of Tencent, Baidu and Wanda.
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This complementary association is like a network, which transfers the influence of each node to the network so that every node can benefit from it.
If you are a small and medium-sized company and don't have the strength to get such a strong network, you can also form a complementary relationship.
For example, your company is the designated purchasing unit of the government, the only supplier of a product of a well-known company in XX, or a business partner in a certain aspect, or you have some high-quality customer resources. For example, Mr. Liu Run will introduce himself to provide strategic consulting services for well-known enterprises such as Baidu, COSCO and Haier, thus forming an associative memory.
abstract
Although memory-related marketing has many merits compared with momentum marketing, it still has very strict rules of the game, otherwise it will easily dissipate with time like momentum marketing.
(1) You need to pay as much attention to memory association as brand positioning.
Memory association and brand positioning have similar functions, which can also be said to complement each other:
First, help consumers understand your products (such as my "Lego" home improvement) and classify them;
The second is to reduce the cognitive burden of consumers and make it easier to remember your brand name and characteristics.
Therefore, once the memory connection is determined, it needs long-term marketing, just like Liu Bei proclaims that he is "the queen of Liu Sheng, the king of Zhongshan", Liu Run often mentions his story in Microsoft, and JD.COM constantly participates in the e-commerce promotion competition with Alibaba.
(2) Memory-related marketing pays attention to strategic focus and tactical cooperation.
This means that you need to choose a unique brand feature, then find an effective memory association and launch a consistent marketing action with this as the central clue.
If your brand is as fashionable as Apple today and as powerful as Huawei tomorrow, pay tribute to Jobs today, be on an equal footing with Lei Jun tomorrow, benchmark Tencent today and challenge Baidu tomorrow, then we really don't know who you really are and what you want to do.
Special instructions
Memory-related marketing is my reflection, induction and original business methodology based on various cases. Many of its ideas come from business life, not out of thin air.
As the leader of domestic stationery, why did Chen Guang stationery get many bad reviews? Morning stationery
It seems to be controversial from the beginning. As a domestic stationery brand, it can be said that it has made some achievements in this field in recent years, and even its total revenue has exceeded 10 billion. However, such domestic brands have not been sought after by people, but have been criticized. As the leader of domestic stationery, how did Chen Guang stationery end up in such a situation?
0 1: "Made in China" in people's eyes.
In the eyes of consumers, Chen Guang stationery is indeed unqualified. Netizen vomited that Chen Guang's 9 yuan B5 paper is characterized by "the back is not easy to penetrate ink" and coupled with Chen Guang 10 yuan's "quick-drying" pen. It is reasonable to say that the combination of strength is good, but it is impossible to ink it as soon as it comes up.
The netizens at the bottom are even more malicious. In the past few years, Chen Guang has only focused on raising prices, but the quality of products has not improved. For a time, Chen Guang stationery became the target of public criticism. At the same time of condemnation, we should look back and see how Chen Guang is moving towards the leading position of domestic stationery step by step today.
Knowing the development of Chen Guang, I believe you will be more tolerant of domestic stationery. Chen Huxiong, the founder of Chen Guang, is a typical Chaoshan person. He found business opportunities and successfully seized the wind. Chen Huxiong started as a stationery salesman. With his diligence, he became a well-known Korean stationery agent in China a few years later.
A few years later,
financial crisis
Here, the stationery agency is on the verge of bankruptcy, and Chen Huxiong has no supply. He made a decisive attack and was determined to create his own brand.
This year, Chen Guang stationery came into being.
Chen Huxiong was born in sales and didn't know much about stationery manufacturing. He was going to ask him to make products for the master.
Chen Huxiong lived in the master's house for half a month, helping the master cook and do housework during the day, reading news to the teacher and mother at night, and helping his brother with his homework when he was free. With his unremitting efforts, the master was finally moved.
Under the control of this master, the quality of Chen Guang stationery has improved rapidly.
What really makes Chen Guang bigger and stronger lies in the technological innovation behind it. At this point, Chen Huxiong has always advocated sending a special team for research and development. With the gradual improvement of quality, coupled with large-scale production and various discounts and promotions from time to time, Chen Guang soon occupied a place in the market.
At this point, Chen Guang has reached the peak of domestic stationery.
This time is even more difficult.
But Chen Huxiong is not a small boss in the general sense. He is far-sighted and knowledgeable. Under the leadership of Chen Huxiong, Chen Guang began to unify the transformation of retail terminals and change the image of stores.
In this way, Chen Guang Stationery has more than 72,000 retail terminals nationwide, covering nearly 1/3 schools nationwide. The morning light has really entered the life of China people. More content
Later, it created the myth that a pen sold for 654.38+000 billion.
Although Chen Guang Stationery spends a lot of money on product development and innovation every year. But compared with foreign stationery, Chen Guang's technology and brand power are far from enough.
For the stationery industry abroad, it has been a stable industry for nearly a hundred years, while the stationery industry in China has just started. Sometimes, even small ones.
ball pen
Sharp also relies on imports. In stationery, not only Chen Guang stationery has a long way to go, but also the development of China stationery.
02: Doubt and development coexist
Facing the embarrassing situation of domestic stationery industry, Chen Guang is still developing quietly. Except for ...
gel pen
Chen Guang also introduced a wooden pencil without ink and core, which can write 500,000 words. The core can be automatically ejected without pressing, and mechanical pencil can write a complete root core at one time without breaking it.
Although there are people questioning Chen Guang's R&D and innovation, there are still some people who will choose to support Chen Guang. The morning light may not be perfect, but we are all witnessing its growth. Chen Guang Stationery, like China today, is getting stronger and stronger in the voice of doubt.
The first one is
developmental pattern
At the beginning of its establishment, Chen Guang chose to be a single and simple gel pen, and chose to win and expand by quantity.
market share
; At the beginning of China's development, the same is true, from simple.
light industry
Starting from labor-intensive industries, starting from product assembly, and then gradually developing, it began to have its own.
heavy industry
There is a special R&D team.
Along the way, the development of China, like the development of Chen Guang stationery, has been questioned. But which industry was favored from the beginning? Does everything have to start from scratch? Secondly, the mode of operation, Chen Guang stationery has always taken the route of imitating Japan and South Korea.
Although Chen Guang stationery was indeed born in a Japanese and Korean stationery foundry, the later stationery style was still biased towards Kawaii style. At present, Chen Guang's design headquarters is still located in South Korea. First of all, the stationery market in Korea is more developed than ours. Second, the Korean Wave has a great influence on young people in China.
The closer the design is to Japan and South Korea, the more creative inspiration Chen Guang stationery has. In fact, the development of China also has this meaning. Through continuous opening to the outside world, we can attract foreign culture, take its essence and discard its dross, and finally integrate into the nutrients we need for our own development. For China, opening up is actually a progress!
In fact, regardless of the development of Chen Guang stationery or China, we should have a tolerant heart and wait for him to grow up slowly. Too many questioning eyes will not make him grow, but will make the industry fall into recession.
03: Give Chen Guang some time.
In the decades when Chen Guang appeared, although Chen Guang stationery faced a series of problems, there is no doubt that it set an example for our domestic stationery industry.
Sold a pen for 654.38+0 billion.
These should be the highlights we have seen. As a domestic stationery industry, Chen Guang stationery represents thousands of domestic enterprises in Qian Qian. I think these domestic enterprises are the hope of China's development. What should we do about these new domestic enterprises?
First, reduce doubts and be tolerant forever.
. Bad reviews will not urge progress, but will lead to the stagnation of the industry, giving the industry some time and giving domestic brands some time.
Second, give some support to domestic brands.
Maybe he is not the best choice in your heart, but he will become a big tree one day. For example, Huawei today will grow faster as long as you are willing to support more domestic products.
In fact, the morning light full of bad comments represents today's China. He has been questioned to be strong now, and the morning light will eventually become strong. Before that, we need to give the morning light some support and give it some time.
Cost Analysis of M&G Stationery
Chen Guang Stationery was established in 1996, which is a professional office stationery enterprise. Its products cover stationery, office supplies, digital products, gifts and so on, which are deeply loved by consumers. In the highly competitive stationery market, Chen Guang stationery has achieved great commercial success with its high quality, innovative products and reasonable price strategy. However, in order to maintain the long-term commercial competitive advantage, we must deeply discuss the cost analysis of Chen Guang stationery.
The main cost of M&G stationery
To analyze the cost of Chen Guang stationery, we must first understand its main cost composition. From the product range of M&G stationery, the main costs include the following aspects:
Raw material cost
cost of production
transportation cost
Marketing cost
Management and labor costs
There are many kinds of M&G stationery products, and the cost composition of each product is different. Among them, production cost and raw material cost are the main cost sources of Chen Guang stationery, accounting for the largest proportion. Although transportation, marketing, management and labor costs are not as important as the first two, they are also necessary for the normal operation of enterprises.
Cost Control Strategy of M&G Stationery
For an enterprise, cost control is a crucial link. On the premise of providing high-quality products, how to control the cost of Chen Guang stationery? The following are several common cost control strategies for M&G stationery:
By integrating suppliers, optimizing supply chain management and reducing raw material costs.
Through process optimization and technological innovation, production efficiency is improved and production cost is reduced.
Choose an economical and practical mode of transportation to reduce transportation costs.
Reasonably formulate marketing strategies and reduce marketing costs.
Optimize the management system, improve enterprise efficiency and reduce management and labor costs.
By constantly optimizing and adjusting the cost control strategy, Chen Guang Stationery has achieved reasonable price competitiveness on the premise of high-quality products.
Profit Analysis of M&G Stationery
After analyzing the cost of Chen Guang stationery, of course, we need to pay attention to its profit. While paying attention to product innovation and cost control, Chen Guang Stationery actively explored the market and increased sales and profits.
Taking the first quarter financial report of Chen Guang Stationery 20 19 as an example, the net profit increased by 15.33% year-on-year, and the earnings per share was 0. 17 yuan. Considering the development of market demand, the company's profitability has been improved through more reasonable product pricing and excellent supply chain management. At the same time, the company has also made great contributions to the integration and promotion of market channels.
In a word, with the support of high-quality products and cost control strategies, Chen Guang Stationery has achieved a good profit growth trend.
conclusion
As a highly competitive enterprise, Chen Guang stationery needs further discussion and analysis to realize its long-term competitive advantage.