The most marketing-savvy post-90s generation tells how I launched two new brands with a valuation of over 100 million yuan
Insight, circle of friends marketing , topic ignition, the essence of seeking help... Qiang Yadong, born in the 1990s, shared all the practical information he learned in Baidu for three years, what he explored in the joint venture "Call a Duck", and what he realized in the venture "A Cotton Flower". These are all practical information. See how this young man born in the 1990s who understands social marketing very well can help your new brand explode quickly.First of all, you have to understand that marketing is not promotion: promotion is for performance, marketing is for branding Marketing is actually about branding, and promotion is about sales. Many people mistake marketing for promotion and promotion for marketing. It is easy to confuse the two. Once confused, it will be very painful and you will not know what you are doing. There are many goals, but in the end nothing is achieved. Users are indifferent, the people who are executing the goals are miserable, and the boss also feels that there is no effect. So before doing marketing, we must think clearly about why we do it. I basically separate them, and the general order is branding first, then sales. 20 yuan off for 100 yuan is called promotion, which is very common on Taobao. Uber calling things like "ships" are marketing activities. Don’t be a madman, create content that people will voluntarily share Most of the companies nowadays are startups, so they definitely have a temporary mindset. The project "Call a Duck" was created in the market with zero budget, and the project "A Flower of Cotton" was also created in the market with zero budget. What is the problem here? If you don't have money and others are unwilling to help you with marketing or forwarding, you will actually calm down and polish your product, and you will know where the problems with the product are. I know that asking others to post on WeChat Moments is a burden to them. I seldom ask others to post on WeChat Moments. What I really want to say is that if everyone finds it interesting, then they can forward it. At that time, it will come from the heart. So how do you create something that can easily resonate with everyone and be forwarded? You need to polish the product carefully. The essence of Internet entrepreneurship is to seek help The third point I want to share is, don’t set limits for yourself. Today, a reporter asked me, what difficulties did you encounter in starting a business? I said that there are actually many difficulties, but I have never thought of giving up, because I never set margins for myself. I think the essence of the Internet is to seek help, and I will ask everyone for help when I encounter difficulties. Although the official account of "A Cotton Flower" has only more than 4,000 fans, it can still exert great energy. If my system is not working, I will ask for help from the system. If my packaging cartons are not good, I will ask for help to find the best carton supplier. I will also ask for help when recruiting designers. I ask for help in everything. If we throw many difficult problems to others, we may feel more relaxed. A good project starts with a name I have come up with many names, like "You Are Right", which is actually an advertising company. The CEO is a big boss and the business card has three bars. What are the benefits of changing these names? Party A has an inexplicable feeling for them, and the proposal approval rate reaches 80% to 90%, which is a very high hit rate. A good name makes users think you are interesting, or want to try you. We are exposed to a lot of advertisements every day. How do you stimulate users' interest in your products? You have to let him feel this thing. A good name will help you with many subsequent extensions. The name "How to Mix" actually means making mixed noodles; "I Want to Be Quiet" is the name of a bar, and the drinks you order here may be related to Jingjing. I feel very tired and sad when I come up with names every day, but I often write down the words that I think are good in life, so I have a lot of ideas; I also read a lot of books that are not related to my work and write down the words that I personally find very sensitive. The core element of a brand is communication. It is best if your name reflects your products, values and temperament. It is a super symbol that can be implanted in life. Besides giving cotton to users and letting them eat cotton candy, what else can cotton be used for? Take a cotton ball as an example. When you are making a product in the early stage, you must turn yourself into an aerosol bomb in order to detonate the new brand and give others a reason to forward your message. For example, if you come to our company for a visit or interview, I will make you a marshmallow. We will also put a cotton flower in all the packages, real cotton, because many people have never seen cotton. They will find it very interesting and will post it on their Moments. Children, in particular, like our cotton flower very much. Children are the apple of their parents' eyes, and their love for cotton means a lot to us. In the four-piece set, we replaced the cardboard inside the lining with a Korean illustration-style lining. For traditional industries, that is a cost, but here it becomes an advertising space and a place to interact with users. Insight is to give users an opportunity to show off their IQ inadvertently I think insight is to create an opportunity for users to show off, to get high and to show off their intelligence inadvertently, because you can’t lower their status. Just like a joke that happened some time ago, I went to the supermarket at the entrance of the community to buy instant noodles and met a good friend, but neither of us dared to recognize each other. Why? Because in the circle of friends, I am in the Maldives at the moment and he is in Denmark. In fact, this is the circle of friends, and everyone has a hypocritical side. Whether your stuff can cause him to forward it depends on whether your values are consistent with his and whether you have insight into his psychology. Topic marketing does not mean finding a lot of big-breasted beauties, but rather implanting them into everyone’s lives cleverly and naturally. For example, there was a celebrity who was about to get married. We have a very good relationship with Baidu Celebrities, and we knew that she was in love and wanted to announce her boyfriend. We quickly created an encyclopedia entry for her about her boyfriend. When she wanted to spread the news, she posted an encyclopedia entry saying, "Here is his introduction: that person is Zhou Xun." This is very clever and it has been forwarded a lot. A few tips to tell you how to do topic marketing What is topic marketing? In the early days when we didn’t have any products, I organized an activity on WeChat Moments. I made a marshmallow for my friend, took a photo under our company’s logo, and asked him to post the photo to WeChat Moments: Guess what this company does? There is a prize for guessing correctly. In the end, the effect was very good. He had 2,000 friends, with a conversion rate of almost 10%, and received more than 180 comments, not including likes. Our Baidu index increased that day. This result gave me an inspiration, and everyone is interested in this. Later, I organized a marketing meeting for 50 people, all of whom were working in the Internet industry. I asked them to send out this message collectively on the same day, which resulted in a very rapid growth in our Baidu Index that day. In addition, it is also important to know what content to prepare and what media to disseminate it to. For example, when looking for cooperation and investment, it depends on the business model. It will be very effective if you find entrepreneurs or iHeima to disseminate it. There are only 3 types of CEOs who can’t tell stories. Don’t fall into their trap Startup companies must be able to tell stories and have the ability to create and tell stories. I have met many startups. There are three types of CEOs who don’t know how to do marketing. The first type has never spent money and doesn’t know how to spend it effectively. The second type has spent money but has never enjoyed the benefits of marketing. He thinks marketing is useless and deceptive. The third type may not have a team. These three types are common phenomena. My personal advice is that if you want to do marketing, you must start from being a CEO and learn some theoretical knowledge of marketing. If you want to make products, you must work with marketing people and market people. Only when everyone is at the same level of dialogue can you make good products and do good marketing. Otherwise, it will be very painful. When I deal with the media, I never ask them to write articles for us. When I deal with the media, I never ask them to write articles for us. Instead, I ask them what kind of topics they are working on and whether we can cooperate with them or work with others. You should think about the problem from the other person's perspective. This way, others will feel that you are a very comfortable person and will be willing to cooperate with you. It is the same as falling in love. How to train new talents in new media operations ? For every new person who comes, I will work with him to create a public account. I will select topics for this public account, and you need to achieve a KPI of one thousand followers. In this way, he will work hard to write, become a fan, and study what content users want to see in order to accumulate fans, which also shows how capable everyone is. For example, two of our colleagues have distinct characteristics in doing this job. One is very quiet, updates content every day, is suitable for the Lord, and is good at writing content. The other type is explosive and extroverted, and you can judge what they are suitable for by this. Q&A: Q: Should we spend a lot of money or a little money on new media marketing now? A: First of all, every marketing campaign must have a purpose. Once the purpose is clear, your marketing path will be clear and rewarding. The reward may be that you gain ten followers, and then you can continue to research. Marketing is not about not spending money, it is a matter of mentality. Maybe you can just spend a small amount of money at the beginning and keep trying and making mistakes. Q: How do startups use official accounts? Are there any tips? A: For example, if you purchase products through our official account and enter the pinyin of "Qiang Yadong" at the final checkout, you can save 50 yuan and get a face-scanning price. Public accounts need to find professional talents, which is a combination of e-commerce and urban newspapers. Professional talents often have to be recruited from traditional media. For example, we just hired someone who works in the home furnishing business and knows a lot about it, and he writes specifically for our official account. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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