As long as you find the combination of products and users, it is good marketing. what do you think? 2065438+July 2005, about 300 Spartan suddenly appeared in the streets of Sanlitun, Beijing, marching in the streets with rock salad in their hands, exploding everyone's circle of friends and even appearing in foreign media newspapers. Although this matter is extremely hot, few people know who the brand behind it is. At best, it is a salad machine. Is this marketing campaign successful? Very successful, because from the perspective of communication, Spartan warriors bravely broke into Sanlitun, almost everyone knows, but what is the actual effect? But hardly. These active exchanges are very effective. Is it effective for our marketing? It's not really a reciprocal relationship. Maybe we spent a lot of money, which caused a lot of traffic spread, but the actual effect was almost not. First, the first step of correct marketing: find the value point of the product to users. How to judge whether a marketing event is good or not: as long as marketing can find the combination of products and users, it is good marketing. So, how to find the combination of products and users? As the former marketing director of Pulse, I want to share with you the marketing strategy of Pulse. In the early days, we thought that our products and functions would be used by many people, so we made a lot of sharing links in the product break to facilitate users to share with their friends, which is what all new products will do. But we immediately found that people's awareness of the product was very low, and many people could hardly pronounce its name correctly. Later, we felt that since users could not understand the purpose of the product, we should give it a concept, and the simplest thing is to find a comparison. At first, we were going to find LinkedIn, but we encountered another problem. Most people only know LinkedIn and its name, but they still don't know what LinkedIn does. Later, we thought, since LinkedIn is unknown to everyone, everyone has always known WeChat. So we found the similarity between the pulse and WeChat, and typed "WeChat for life and pulse for work." Advertising language, let everyone know that it is the working version of WeChat. Now, as long as the user sees the pulse, he knows what it might do. This is a key step taken in the early days. It doesn't matter who you are, what matters is who users think you are. Many people who make products are particularly good sellers. When advertising, they will be willing to say where the product is good and then say a bunch of advantages. In fact, these advantages are not concerned by users. In the eyes of users, these things are worthless, because as a product manufacturer, you will think that I may have made outstanding things in some ways. But this is not what users really care about. What users really want, users don't say. You need to be a discerning person and know what users really need, instead of users asking a question and you answering a question. Second, the correct marketing Step 2: Make the value into something that can be spread 1. Strengthen the scene "No gifts this year, only melatonin". This advertisement has been called melatonin health care products for more than 20 years, and consumers have listened to it for 20 years. Melatonin has been strengthening its gift-giving scene, and consumers first think of it at the Chinese New Year gift-giving party. This is a typical content production around the value point by strengthening the scene. The scene is divided into four parts: time, space, users and behavior. The purpose is to let users think of this product naturally at a certain time, a certain space and an event. Although this thing is simple to say, it is very difficult to do in practice. It is equivalent to burying a remote control bomb in the user's mind. When the user thinks of your product, it will drive him to choose to use your product. For the scene, it may be in a relatively monopolized market, because I need to occupy this market quickly, and then occupy the minds of users and establish enough separation with competitors. Once users remember this product, it is difficult to remember the second product. If you think your product is very innovative, I suggest that you give priority to the scene, or you can create an opportunity to subdivide the scene, which has great commercial value. 2. Strengthening selling points Selling points are closely related to human nature, or the weakness of human nature, parasitic on people's greed, laziness and jealousy. Almost all e-commerce companies are discounted at low prices because other advertising slogans are invalid. Low price is the most effective and influential to users. For example, annualized income will make you get more income, and the same money investment will be more effective. For example, the daily fresh food is over 99 MINUS 80, which is the most touching. "charge for five minutes, talk for two hours", "20 million soft light double camera", "too beautiful to be powerful" and so on. All domestic smartphones compete in one scene. At first, Xiaomi put forward the price-performance ratio, and later found that the domestic market prices were the same, and there was no price-performance ratio. So mobile phones began to look for their own characteristics, and around this feature to influence users. For example, the nut mobile phone is "too beautiful, unlike the strength school", and its essence is that the mobile phone looks beautiful. "Charge for five minutes and talk for two hours" is to emphasize your fast charging function. By strengthening my selling point to influence users, in a relatively competitive market, I can accurately cut off a cake belonging to my product, which is a way to influence users through the market. 3, strengthen the symbol, what is the difference between Coca-Cola and Pepsi? Some people say that Pepsi is sweeter than Coca-Cola, but most people can't taste it. In fact, the biggest difference between the two is color, one is blue and the other is red. Both spokesmen and brand advertisements are strengthening their own color characteristics. In the beverage industry, the product itself does not have many characteristics, and it needs to rely on symbols to strengthen its competitiveness. The same is true of the most popular cyclists, who distinguish their symbols by color and expand the influence of symbols. The fact that "ofo*** Le Cycling" was later renamed as "ofo bike-sharing" is the best proof. Symbols are related to people's feelings. Such as sight, hearing, smell and feeling. We slowly perceive a thing through the five senses, and the symbol is to shorten the path of user perception, so that users can remember my product at once. Symbol is the smallest communication currency, and it is also the easiest for users to remember. If you turn a scene or selling point into a symbol, it is easier to spread and remember. But in the final analysis, you judge where you are and choose the right way to influence your users. Third, the correct marketing step three: find the target channel to spread to users. A while ago, I cooperated with mobike, First Bus and other apps, and posted a lot of anti-chicken soup for office workers on mobike. The humorous way is very popular with office workers, and the positioning of the pulse is the working version of WeChat. Users who use mobike and buses every day are mostly office workers, with the same target users, and the marketing effect is doubled. The problem of marketing is to influence the users I want with the right things. These three steps are a relatively complete marketing process. I will influence the users I want around the characteristics of my products, and then gradually enhance our popularity in a certain field, and gradually expand my influence through this power, thus affecting more users. This road is relatively unheard of, and it is a relatively correct marketing method with the highest success rate. Author: Yang Ze, marketing director of Yuanmai.