The first step of brand promotion: 5 ways to stimulate marketing ideas

Brand promotion is not just a high-sounding concept used only by big companies and big brands. In fact, if a company wants to grow, brand promotion is a problem it will definitely face.

For many start-ups, especially small and micro start- ups, brand promotion has always been a headache. Compared with mature large platforms, small and micro startups generally lack talent and resources. In particular, the lack of relevant talents has directly led to the company's inability to start brand promotion. The most embarrassing thing is not that there is no money to burn, but that even if you burn it, it will still fall into the sea and no one will pay attention to it.

After searching for some resources online, the author found that most of the resource posts were writing about some general and empty things, which could be said to be a bunch of nonsense. So I summarized some things about brand promotion and shared them with you, hoping that it will be helpful to my colleagues who are looking for such resources.

Next we can analyze from several major steps of brand promotion:

The most basic brand promotion is from the stage of content production to the stage of content dissemination. It can be said that a large number of small and micro entrepreneurial companies are doing this step of promotion mechanically. Not every time you run blindly you will hit upon an opportunity. In most cases, aimless communication is just a waste of money. If you want to do a good job of brand promotion, then you need to go deeper and think about what kind of content to produce and through what channels to disseminate it? Is it over after delivering the content? Is it necessary to collect feedback?

Before producing content, you must first understand what you want to convey to your target users . Is it a brand concept, a consumption method or a corporate one? This is your marketing theme. All publicity is purposeful, and the purpose of brand promotion needs to be based on development needs. This depends on the circumstances and time, so this article will not go into details.

After having a marketing theme, the method is also very important, which is also the focus of this article. A marketing theme needs to be transformed into promotional content, and there is also a process of transforming marketing ideas in the middle. As far as the author is concerned, the determination of marketing ideas is basically completed through the following five stimulation methods: behavioral stimulation, scene stimulation, language stimulation, form stimulation, and sense of achievement stimulation.

Behavioral stimulation

By guiding users through certain behaviors, users can become aware of the product, thereby stimulating them to remember and understand the product. This behavioral stimulus can be a specific gesture, a specific color, a specific expression, and a specific posture. When users see or experience these behaviors again, they will naturally associate them with these brands. Especially when these behaviors are interesting, active induction by companies can directly trigger spontaneous diffusion and dissemination by users.

Not all brands can provide behavioral stimulation, it depends on the specific situation. Relatively speaking, fast-moving consumer goods and more entertaining products are better at stimulating behavior.

Case: The most representative one is Pepsi ’s signature move, which is also shown in the TV series “Love Apartment”. There is also the girl in the Dove advertisement who makes an expression of enjoying the food after eating the Dove, and a chocolate-colored silk appears around her. This is also a typical case of behavioral stimulation.

Scene stimulation

Scene stimulation is to design a specific scenario for users to use the product, and to achieve the purpose of spreading brand concepts and stimulating consumption through users' resonance with the scenario. Ultimately, users will come to the conclusion that a certain product should be used in a specific scenario.

Case: This method is very common in fast-moving consumer goods. A classic example is the advertisement that Jiaduobao previously put on TV: "If you are afraid of getting angry, drink Wanglaoji ." There are also many advertisements with exciting scenes: "If you are a little hungry or sleepy, drink Xiangpiaopiao." "If you are tired or sleepy, drink Dongpeng Special Drink."

Practice: As a platform that is different from certain special products, more effort needs to be put into scene stimulation. The scene design directly hits the hearts of target users and guides users to register and use the platform by causing resonance and scene design. For example, on a live streaming platform , the advertisement for the anchor can be "come to XX live streaming when you want to sing or dance." For C-end users, it can be "come to XX live streaming when you are bored." For users, there are many boring situations. When your advertisement is seen by users, they are actually given a subconscious choice. When he is bored, he will remember that there is an XX live broadcast to kill time.

Language stimulation

Use language, sounds, or even onomatopeia to stimulate users to remember a product, so that when users hear this sentence or sound again, they can directly think of the product. For example, slogans such as "Crackling, crackling" and "This moment is so smooth".

Some classic advertising slogans can also stimulate users to derive corresponding words, thereby stimulating users to forward them on their own. For example: My territory is my territory, which has led to the emergence of words such as "my territory" and "territory", which can trigger spontaneous discussions among users even without scene stimulation.

Case: Know how to work hard, enjoy life, and speak for yourself

Morphological stimulation

Morphological stimulation can be understood as concretizing and personalizing the virtual product image. Let the virtual personality accomplish things that cannot be done in reality. The advantage of form stimulation is low cost, and the emotional and virtual products can easily resonate with users. Once users identify with the virtual personality, it will greatly enhance the product image and brand promotion effect.

Case: For example, Big Bubble Gum made a Big Bubble Gum Superman and helped the children realize their Superman dream.

Practice: The product personality you want to shape can be directly tailored as the personality of the virtual character. The industry in which it is located also determines that there is more room for operation. For example, Panda Live. The first impression of pandas in people’s minds is basically that of cute, adorable, playful, and greedy children. The image of a panda directly expresses the fun of the live streaming platform. If Panda Live can humanize the panda on the platform, I believe it will give users a good experience.

Sense of achievement

Simply put, the sense of accomplishment allows users to satisfy their vanity when using the product. Subconsciously, everyone hopes that others will find that they are the most dazzling one. To satisfy users' sense of accomplishment, in addition to realizing the functions of the product itself, it is also necessary to shape the product's personality, etc.

Case: For example, the advertisement of China Mobile's M-Zone phone card: My territory, my rules. M-District targets young users and tailored this slogan to their rebellious personality traits. It also chose Jay Chou, who young people believe has subverted traditional pop songs, as its image spokesperson. The result is that even after many years, this slogan is still being said by some people, and M-Zone is still the choice of many people.

Also, people who often hang out in the ACGM circle may know that it is not easy to get a Bilibili account. Once a user has a Bilibili account and no one around him has one, he or she will also feel a strong sense of satisfaction and accomplishment. Many people may constantly share what they see and hear on Bilibili with people around them just to show off. It will also make users feel a sense of belonging to Bilibili, and the product stickiness will be greatly improved accordingly.

Practice: The most popular ways include “Youth is not always there, Jingjiu is not always available”, “Not every milk is called Telunsu”, etc.

Of course, if we can polish it more carefully and make the content and form more creative, I believe it will be better.

Final Thoughts

The above is the author’s brief thoughts on marketing ideas. I hope it can be of some help to my colleagues who are reading this. After determining the marketing ideas, converting them into promotional content and channel promotion is another step, and the things that need to be considered are different. In fact, every link is not easy, so brand promotion is not a simple thing.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @Dou Yongqiang was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map