The product is too boring? 7 tips to help you create interesting marketing content!
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If you were to ask: Which brands do you think have done a good job in marketing ? I think most people’s answers would be Durex , Xiaomi, NetEase Cloud Music , BMW, Nike , etc. The marketing of these brands is indeed very good, and they can even easily set off a sensation on the entire Internet. What else? If the product and industry itself are relatively "boring", how can we produce interesting content to attract users? This article has 3,770 words. I believe most people have this experience: brands such as Durex and Xiaomi are either very well-known, or the industries they are in are already in people's circle of attention, so their marketing content is naturally easy to arouse people's interest. However, in our lives, many industries do not naturally attract attention like the above cases. For example, cement production, glass production, toothpaste sales, nail clippers sales, belt sales, etc. These industries are so rare and boring that people always feel that "there is nothing good to do in marketing in this industry"... In fact, this is not the case. Even the most boring industry can produce interesting marketing content . In this article, we will explore 7 ways to do “interesting marketing” in a “boring industry” from three dimensions: products, people, and concepts. 1. Contact upstream/downstream products Sometimes, although your industry is relatively niche (especially the raw material producer), your downstream products may be very popular. At this time, you can create interesting content by connecting with them. The most successful example of this is probably the promotional video "A Day Made of Glass" produced a few years ago by Corning (a company that produces special glass and ceramics). Although few people care about glass, everyone cares about the future - all kinds of sci-fi electronic products made of glass. This video not only reinforces Corning’s leadership in the specialty glass industry, but also expands the entire “smart hardware market” - how many entrepreneurs and investors were “inspired” by this video and devoted themselves to the smart hardware/Internet of Things field... Of course, in addition to downstream products, you can also try to dig out stories from upstream products (such as a certain ingredient or part in the product) - it may not attract attention, but it may arouse people’s curiosity. For example, toothpaste. Everyone knows that toothpaste can be used to brush teeth, and there is nothing surprising about it... But a certain ingredient in toothpaste may be a "magic substance" to ordinary consumers - this thing can actually be used to brush teeth? For example, I saw a "content-based advertisement" released by Sensodyne on Zhihu some time ago - "Glass can actually be used to brush teeth! 》 This advertisement successfully attracted people's attention: brushing teeth with glass? How is that possible! I'm going to check out what's going on... In fact, the so-called "glass" is just an ingredient in their toothpaste - Novamin (a modified bioactive glass). This "glass" has been used in the field of medical orthopedics - repair of knees, femurs, and spines. Teeth are also bones, so it makes sense to add this thing to toothpaste... For example, there was a cement brand (boring enough, right?) that analyzed the military fortress in the movie "Saving Private Ryan" and proposed improvements to its own cement. It also did various "profiteering tests" and eventually gained millions of followers. 2. Contact similar products Sometimes, although your own product does not have much attention, some products similar to yours (even if they only look similar) may be very cool or topical. At this time, you can also associate your products with them. For example, instant noodles themselves are very low-end, but Western food is much more high-end. It would be very interesting to make low-end things feel very high-end. The Zhihu article "How to Make Instant Noodles Feel Like a French Meal" did just that. The article received more than 19,000 likes, and the topic itself received more than 3 million views. For example, a brand that makes fountain pens or fountain pens can also associate its products with the "pen gun" in the 007 movie, and educate people about the "pen gun" from the perspective of the "pen". Even companies with similar names can also get in on the action... For example, during the US election last year, a company called "Sichuan University Zhisheng" successfully entered the public's attention because its stock price rose against the trend (for unknown reasons), coupled with the increasing probability of Trump's successful election and various media publicity. 3. Demonstrate extreme attributes If your product has great characteristics in certain attributes, you can demonstrate them through " extreme experiments ". For example, if you want to show that a belt is "strong", you can do as the guy below does - use a belt to pull the cart. For example, the Japanese popsicle I saw before was not delicious, but hard. How hard is it? Just look at these "experiments" and you'll know... They even specifically measured its hardness. It is said that because this popsicle is so hard, a citizen took the popsicle company to court because he broke his teeth while eating the popsicle... Of course, there are many other options besides physical attributes, such as "price attributes". When it comes to “price attributes”, we have to mention “chegao”… Although there is no evidence that the “sky-high chegao” incident was artificially planned, it does give us some inspiration: Chegao was originally a local specialty that did not receive much attention, but after the news of “sky-high chegao”, the “chegao prince” on Taobao , Adili, should not make too much money… (Of course, behavior at the expense of the national image is not worth promoting…) 4. Change the display dimension. Everyone should still remember the popular Pipi Shrimp emoticon package . Although it was not carefully planned by a certain "Pipi Shrimp brand", it can also give us some inspiration: using some "boring products" in other "unrelated fields" may make it more interesting. For example, a plastic bottle manufacturer I saw before cooperated with a charity organization to cut up their own plastic bottles and make an "energy-saving air conditioner" for poor people in remote areas to use during the hot summer. In the end, this event received unanimous praise from netizens. In addition, if some commonplace "boring products" are connected to another time or space, they may become interesting. (At least it seems more important) For example, nail clippers, boring, right? But if you write an article titled "How did ancient people trim their nails without nail clippers?" ”, or “How did ancient imperial concubines do their manicures? ”, it will be easier to arouse the reader’s interest, and then you can slowly tell the story of your nail clippers product. Similarly, other boring products (such as toothpaste, razors, socks, etc.) can be made in the same way. For example, chopsticks are also boring, but you can attract readers' interest by showing funny scenes of foreigners using chopsticks, and then slowly tell the story of your own chopsticks. In short, try to change the dimensions of your product presentation. (Change time, space and purpose, etc.) 5. Internal stories What we just talked about are all about the product itself, but if you really can’t think of anything good to say about your own product, you can also try starting with “characters”, such as telling the stories of CEOs, investors and employees. Of course, we have all heard a lot of stories about CEOs, including Ding Lei who raises pigs, a Tsinghua student who sells pork, Cui Yongyuan who turned around, Dong Mingzhu who started out as a salesperson, Ren Zhengfei who likes to take the subway, Wang Lala who gave up a million-dollar annual salary to make hot and sour noodles, and so on... In fact, in addition to CEOs and other high-ranking personnel, the stories of ordinary employees can also be told in a more infectious way . For example, the article I read a few days ago, "The Chinese Power of Haier People", tells the stories of Haier employees when installing air conditioners, including "high-altitude work" and "polar travel"... OK, maybe no one in your company has any stories worth telling. It doesn’t matter, there is still one last trick – act dumb and spark discussion/complaints/laughter from readers. For example, I saw a "crazy video" made by a Japanese for his own matsutake brand. It was pure nonsense - as long as the people in the video shouted the brand name (Super Good Mushroom Road), all kinds of "supernatural phenomena" would occur... No matter what, it still has some communication value... 6. Stories from outsiders Compared to self-promotion by insiders, stories from outsiders (usually users) are often a better choice. For example, in the 1990s, Subway wanted to promote its "healthy attributes". At that time, they had two sets of promotional plans: 1. Advertising: "7 is less than 6" creative advertising (7 sandwiches have less than 6 grams of fat) 2. Real user story: A 400-pound fat man lost 160 pounds from 400 pounds by adhering to his self-created "Subway Diet" every day. In the end, the two plans were implemented in parallel, but the "7 is less than 6" advertisement only achieved small-scale success, while the "User Weight Loss Story" achieved a sensational effect across the United States. Of course, we cannot expect to find such “heavyweight” user stories every day. What should we do then? Don’t worry, maybe “Cheetah” can give us some advice. Do you still remember the "news" that was all over the screen back then - "A young man sells WiFi on the train and makes 500 yuan in half an hour"? Yes, this so-called "news" was actually planned by Cheetah Mobile - the purpose was to increase the popularity of its new product (Cheetah WiFi). 7. Express concepts in a dramatic way. Almost every company has its own business philosophy, corporate culture or slogan. For example, Adidas’ “Nothing is Impossible”; DuPont’s “The Miracle of Science”; Ford’s “Feel Extraordinary”... However, this kind of thing is generally very abstract, has no practical meaning, and has no communication value... unless you can express it in a dramatic way. (Using techniques such as exaggeration, conflict and contrast) For example, more than 30 years ago, Haier smashed all of its refrigerators that only had scratches on the surface in order to demonstrate its "pursuit of quality" (using exaggeration). There was also Luo Yonghao from Smartisan Technology who smashed a Siemens refrigerator (taking advantage of conflict), and Zhang Liaoyuan from Three Squirrels who smashed his best store (taking advantage of contrast), etc. Of course, in addition to "smashing, looting and burning", we have many other dramatic ways of expression. For example, Google, which claims to "don't be evil", has recently been causing trouble again - they released 20 million mosquitoes at once. These mosquitoes are not ordinary mosquitoes, but screened male mosquitoes (the kind that do not suck blood) that carry disease. Once these male mosquitoes mate with female mosquitoes from outside, they can infect the female mosquitoes with these germs, and thus they will no longer be able to give birth to baby mosquitoes... Okay, I admit that this activity is a bit difficult, so let me talk about something that is “down to earth”. Suppose you are a company that makes organic food, and your philosophy is something like "green and organic" (very abstract and tasteless), how can you express it dramatically? I saw a tweet from Asahi Green Source (a Japanese-owned company that produces agricultural and sideline products) that did a very good job and also triggered a lot of reposts. (Note: There are many routines ahead) The gist of the article is: The Japanese rented 1,500 acres of land in Shandong. In order to ensure the quality of the soil and grow the best agricultural products, they left the land idle for five years. Even if grass and insects grew, they did not use pesticides. They were even ridiculed by nearby farmers for this. And when they actually start growing agricultural products, they also have all kinds of extreme requirements. For example, even the cow dung used for fertilizer must be guaranteed to be "fermented for 50 days." Finally, the hard work paid off, and the plot finally took a turn: After years of hard work and accumulation, the agricultural products produced by his family not only sell at sky-high prices, but are also in short supply, and they are very arrogant: only 10% are sold to China's first-tier cities, and the remaining 90% are sent to Japan... Yes, it's still a story. You may not believe it, but you have to admit it... To sum up , this article only introduces a few thinking angles that can be tried. It is not a real method. You can find inspiration based on the cases in the article. In addition, "interesting" is not a necessary factor in marketing. Sometimes precise and straightforward advertising may be more effective, so don't blindly believe in these ideas. Finally, have you thought of any other ways to “make boredom interesting”? Welcome to add more! The author of this article is @品牌圈圈小云子 and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Product promotion services: APP promotion services Advertising |
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