Two types of marketing strategies that are both perfect and ingenious

I read a statement a few days ago that in Go and snooker competitions, there are two types of world champions. One is the showman type, who can often perform moves that will impress the whole house, and the other is the calm type, who makes people drowsy after a few games and is not entertaining at all. Both types of people have the potential to become world champions, so which type is better? In the long run, the calm and steady types will stay at the top of the world longer, while the show-offs will only be popular for a few years before being forgotten by the crowd. These two types can be described with cool words: stroke of genius and no tricks at all.

Looking back, isn’t our daily product promotion strategy also an interweaving of these two types? Think about it, many bosses leave tasks worth hundreds of thousands of yuan to new media editors, and do they all want to become the second Durex? What this means is that I hope students who do promotion can come up with some brilliant cases to make the company famous all over the country overnight. Ideals are full, but reality is very skinny. Not to mention over 100,000, it is difficult for some to even make over 1,000.

So, is a stroke of genius really necessary for a business? The answer is no. I had a misunderstanding before, thinking that creating a hit product was the key to a company's survival. As my understanding of product promotion deepened and my understanding of the laws governing the development of things grew, I gradually discovered that what really makes a company bigger and stronger, in addition to a stroke of genius, is actually inseparable from a comprehensive promotion strategy.

Next, I will explain these two words in detail from the following three aspects, how they are expressed and used in promotion. I hope that you can substitute them into your own work and adjust your strategies as appropriate.

1. Applicable scenarios where there are no tricks or inspirations

2. What is the promotion strategy without any tricks?

3. What is the promotion strategy of the magic stroke?

1. Applicable scenarios where there are no magic tricks or inspirations

A comprehensive strategy with no magic tricks is applicable to all stages of enterprise development, especially the middle and late stages of enterprise development. An overall strategy with no magic tricks can enable the enterprise to gain continuous exposure and maintain vitality, just like a girl putting on makeup. As long as she has a heart that loves beauty, she will keep putting on makeup.

A stroke of genius is suitable for the stage of rapid expansion of an enterprise. Of course, it is better to have it in other stages. However, it is not recommended to have a stroke of genius in the early stage of enterprise establishment. Although the exposure rate will increase instantly, the back-end service cannot keep up. As a result, the amount of traffic will be lost, and it will also bring bad reputation, which is not a good influence at all.

The best way is to interweave and implement clever tricks and strokes of genius in combination. On the first day of the company's establishment, soft articles, pictures, and videos were laid out in an orderly manner to accumulate word of mouth for the company little by little. When the business was running smoothly and the company expanded in scale, relying on its past accumulation, a stroke of genius promotion plan instantly ignited the Internet. Seeing the past accumulation, the impression given to users was: this is really an unknown and meticulous enterprise.

2. What is the promotion strategy without any tricks?

Here I’ll give an example of a Tik Tok internet celebrity. Huizi is a big internet celebrity that I like very much. Her specialty is dancing. She currently has nearly 20 million fans, and I have watched these 20 million fans grow little by little. If her fan growth could be represented by a curve, it would be a perfect and steady growth curve. There are no hit videos, but each of her videos can bring in hundreds of thousands of likes and tens of thousands of fans. In this way, she has become a big internet celebrity on Douyin over time. This growth method is a growth strategy with no magic tricks.

Now open her homepage and you can see that she has already started commercialization, with clear positioning and planning. It is very likely that it is run by a team. Taking the example of Douyin, if you don’t use Douyin, you may not feel the same way so strongly. Let me take public accounts as an example. Excluding the big ones, the ones I usually follow, such as "China Business Strategy" and "Sales and Marketing", do not have the kind of explosive articles that set off the entire network, but that does not prevent them from steadily increasing their fans every day. They rely on the continuous production of high-quality content, just like my own account. With valuable content, although there are no explosive products, the number of fans is also growing.

However, one thing must be particularly noted: having no tricks at all does not mean laying out content aimlessly without considering the results. The prerequisite for a correct overall strategy without any magic tricks is that every trick must be effective, just like improving by 0.1% every day. After a few years, your level will be very high. If you make no progress every day, and even the quality of the content you produce declines, then it is not called having no tricks at all but just fishing in troubled waters. The requirement for us to promote our products is that we should continuously produce useful content, just like doing horse stance, if we proceed step by step, we will eventually become a master.

3. What is the promotion strategy of the magic stroke?

Here is an example of a Tik Tok internet celebrity. There is another big dancing internet celebrity on Tik Tok: Daigula. The number of fans is a little over 20 million, which is similar to the number of fans of Huizi mentioned above. Although they are equally strong, Dai Gula’s strategy for increasing followers is different. She previously had a hit video, which gained her more than 10 million followers overnight. With her daily accumulation in the later period, she has become a big internet celebrity on Tik Tok today. And that hit video was a stroke of genius. Without it, the fan base would probably be only a few million.

From this example, you can see that the biggest feature of Shen Lai Zhi Ba in promotion is the creation of hit products. Continuing with the example of official accounts, our familiarity with major official accounts mostly comes from their popular articles. Like the previous "Thank you, you love me" which gained 500,000 followers in one day, and a friend of mine who writes articles also gained 90% of his fans with just one article. A stroke of genius can be found by chance, but in the eyes of experts, a stroke of genius is just a product of planning.

The strategy for a stroke of genius must be to study the hit products, have a certain level of knowledge about the content of the hit products, and have a greater understanding of human nature than ordinary people. A few days ago, I heard a writing expert say that his understanding of user psychology was gradually gained through years of writing articles. After doing it for a long time, he knows what kind of things users like, and what kind of content he creates can more easily impress users.

The strategy I suggest for a stroke of genius is to explore for hit products after the overall strategy execution is stable. If your strength allows, you can also set up a separate team to create hit products, and study how to make hit products all day long. The content can be less, but the result must be good. Having said that, the content that can now explode the entire Internet is not something that can be produced by one or two people in a day or two. For example, NetEase’s H5. The era of Xiaomi and rifles creating hit products is gone. In the future, the ultimate masterpiece will still require teamwork to achieve.

In summary:

Those of us who do product promotion must master the concepts of having no magic tricks and having a stroke of genius. From the perspective of personal value, the stroke of genius seems to be more helpful, but from the perspective of corporate development, having no magic tricks must be the first choice. If a company wants to become a century-old enterprise, it cannot rely on fancy moves for a while; it must rely on solid basic skills.

Source: Tiger Talk Operations