APP promotion: How to leverage marketing?
| In the information age, hot events come and go quickly, and there are always a few days every month when the circle of friends is flooded with comments. Leveraging marketing has become a common "tricky" operation. As an operations manager, you must have encountered your boss @ you in the company group and said: "Can we also combine this hot topic?" And you are devastated. What the hell does this have to do with our products? Finally, you rack your brains and hand in your homework. Your boss gives you a thumbs up and says meaningfully: You can do it again next time. Blabalbla~ Okay, this is a serious article, so let’s get to the point. 【The mentality of leveraging marketing】 The author believes that operators must first have a correct mindset: As far as the nationwide marketing after a single hot spot comes out is concerned, the probability of successfully standing out and being regarded as a classic case is less than one in a million. This number is nonsense. In any case, it is extremely difficult for a brand with no reputation to become popular through marketing. Otherwise, why do you think everyone always reposts Durex pictures? Is there no more creative advertising copy in China? Of course not. Although leveraged marketing is leveraging other people’s “momentum”, whether it can be successfully transformed into a boost to one’s own brand communication also depends on the brand power itself. Although the reality is so cruel, when we judge the effect of a marketing campaign, the ultimate standard is not whether it goes viral on WeChat Moments. For brands that are still in the initial stage, through each marketing campaign, more brand exposure and dozens or hundreds of more users, it is a success . Slowly, like a snowball, with more experience, the effect will get better and better. As the brand awareness increases, the number of downloads will naturally increase. Then, when it comes to daily marketing for each product, I think there are two levels in terms of preparation, investment and effect estimation : The first type accounts for 95%: keeping up with current hot topics (people, topics, festivals, events, phenomena, etc.) to conduct social marketing and keep up with the times. This can also be said to be the basic skill of operators; The second type is 5%: targeting hot spots that have a strong fit with their own products, combining resources inside and outside the company to carry out marketing. In this case, it is not just a picture or a tweet, but may be targeted launch of new products, holding events, cross-industry cooperation, etc. How to conduct marketing by leveraging momentum This article does not praise Durex because the author believes that Durex's level of marketing through leveraging trends is at best intermediate. Every time a hot topic comes out, a group of people in the industry always rush to share their cases, but after all the talk, some HRs may want to poach their copywriters, but has their sales increased? Anyway, I haven’t seen any relevant data to verify it. Well, a lot of advertising costs should be saved. Three elements of leverage marketing: I personally believe that there are three elements in the planning and execution of leveraging marketing: First, quick response. Second, it has good ideas, and third, it is effective. First, quick reaction is easy to understand. This is the most basic thing. It tests execution ability . It is the spirit of getting up in bed and typing on the keyboard even when you see an emergency late at night in the winter. No matter what the content is, the first person to take advantage of a hot topic after it breaks out will definitely have a high number of tweets read. But in fact, from what I have seen, the bigger the name, the faster the reaction tends to be. Second, creativity cannot be found by chance. Generally speaking, it is closely related to the personal ability of the executor . The way to improve is on the one hand to broaden your own horizons and knowledge, and on the other hand to learn from others, observe and imitate what other hot topic figures and masters of leveraging trends do. Third, it is effective. Leveraging marketing without a clear purpose is just hooliganism, and increasing brand exposure is an added value that cannot be included in KPI. So if you are an e-commerce or 020 type, then the growth in the number of orders and the total transaction amount is the actual effect. If you are a community-based APP, then the number of UGC generated by users and the daily active growth rate are the actual effects. If you are a WeChat public account, then the reading rate, forwarding rate, and number of new fans are the actual effects. Where is the hot spot? The "trend" in marketing by leveraging momentum refers to hot spots. One type is predictable, such as holidays, major events, release of popular movies, hit TV series, etc.; the other type is unexpected, such as some emergencies, celebrity gossip, people or things that suddenly become popular, etc. How to find hot spots? Here are some recommended methods: 1. Hot topics on Weibo 2. Baidu search rankings 3. Pay attention to hot figures and self-media on social platforms 4. Keep a close eye on some brands that have done well by leveraging the trend, such as Durex, BMW China, Coca-Cola, etc. Pay attention to the leaders in your own industry to imitate and surpass them. The principle of leveraging momentum: (The following part is quoted from the relevant answer of Zhihu netizen @呼啦) 1. Not all hot spots are suitable for leveraging. First of all, you need to think about whether the hot event itself can be related to the product or brand image, and how reasonable and suitable it is to combine with your own brand. The stronger the connection, the more effective it will be. If there is no connection and you force a combination, the effect may not be good. Secondly, those hot topics that violate ethics and laws and create visual garbage, such as negative ones, illegal and irregular ones, major disaster events, etc., should not be used for event marketing. 2. Distinguish the difference between following the trend and taking advantage of the trend. The emphasis of marketing by leveraging momentum is on “borrowing” rather than on “momentum”. If the emphasis is on “momentum”, one will only fall into the situation of blindly following the trend. Good leveraged marketing should be creatively centered around brand strengths, emphasizing and highlighting the advantages of one's own brand and products. For example, many of Durex's excellent leveraged marketing efforts are mostly creatively combined around brand strengths. Another meaning of "borrowing" is to borrow the momentum of consumers' purchasing or recognition psychology to meet users' preferences rather than borrowing the "momentum" of hot events that have nothing to do with the brand. 3. Taking advantage of the momentum requires activity incentives to continue the topic. Taking advantage of the situation and combining it with promotional activities and giving away Easter eggs will double the communication effect. At the same time, it can break the time limit of the hot event and appropriately continue the topic. For example, when the stock market was turbulent, Chen Ou initiated a limited-time free skin care product giveaway event #You protect the country, Chen Ou protects your face#, which received rave reviews. 4. Leveraging communication momentum also requires speed and skills. Trends are sporadic, time-sensitive and universal. It is generally believed that hot spots lose their timeliness after 6 hours. 5. Ask yourself more questions. "Will simply taking advantage of hot topics and inserting our own materials definitely make our products more well-known? Even if the popularity is increased, will it increase users' favorability and enhance the positive image of the brand? Among the many marketing leveraging efforts, are you sure that yours is not just a self-entertainment?" Specific methods: 1. What are the materials or carriers that can be leveraged? Generally speaking, common marketing materials such as copywriting, posters, videos, long pictures, H5, WeChat pictures and texts, activities, etc. can be used as carriers for leveraging momentum. 2. In general, we can take advantage of the situation by adopting two approaches: following and superposition (also called bandwagon-following and sublimation). A typical form of following is that when one brand releases a poster in a certain form, other brands will also use the same form to express their own brands, such as the poster of the Double Eleven War; or after an event occurs, other brands will use their own products to imitate some specific forms of the event, such as the reactions of major brands to Li Chen and Fan Bingbing’s "We" and Aaron Kwok’s love Weibo pictures. The superposition type refers to the depth and extension of the hotspot. One way of saying it is that re-creation of hot elements, integrating the original material as one of the marketing elements into the creative content, is far more effective than changing the hot jokes or adding a few words to the pictures. How to promote? To make marketing popular, multi-platform and multi-resource channel promotion is essential: 1. Take the initiative to look for opportunities. If you post pictures and texts that leverage the trend on Weibo, remember to @ some big Vs, media, marketers, self-media people, the original companies of the event, etc. These key people and organizations may become secondary disseminators of your creative pictures and texts. If it is published by a WeChat official account, share it to WeChat groups and friends circles. 2. Be prepared for paid dissemination. To take advantage of the situation, we need to set aside some budget for paid communication during major events. Whether it is posted on Weibo or WeChat, we can find some opinion leaders to participate in the discussion and sharing. 3. When playing games with the media, you have to learn how to show goodwill. Although social media is full of spam, valuable original content is still relatively scarce. Companies can bundle hot topics to create creative graphics and texts, and shoot micro-films to provide the media with high-quality original content. This approach is actually media-friendly and can to some extent change the relationship between companies and the media, forming a new "content supply chain" relationship based on "creativity." If you don't make this attempt and just issue your own press releases, the value is not great. If the media recognizes your creative ability and maybe catches a hot topic, it will be a powerful resource recommendation. Finally, I want to say that leveraging marketing has become a basic means that everyone uses every day in App promotion and operation. However, from what we have seen in the circle of friends, the vast majority of people try to take advantage of the hot spots in an awkward, forced and far-fetched way, which damages their own brand tone or achieves nothing, and sometimes even has a negative communication effect. Let’s take a look at the original explanation from Baidu Encyclopedia: “Leverage marketing is to hide the purpose of sales in marketing activities, integrate product promotion into an environment that consumers like, and enable consumers to understand and accept the product in this environment.” Therefore, hiding the purpose, leaving no trace, and subtle influence are the essence of leverage marketing. However, the Internet circle always competes to see who reacts faster. When you have time, you should really calm down and reflect on it. But I know you are all too busy. |
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