The 4 user quadrants of product promotion!

When we promote our products , the first thing we think of is the target users . We analyze where the target users are and create advertising materials that they like to attract clicks and gain conversions . In the short term, this is very effective, as funds flow in and out quickly, making a quick buck and leaving. However, if you really want to be a long-term business, you can’t just focus on target users, because target users fluctuate.

Based on their understanding of the brand , I divide users into four categories: non-target users who don’t know the brand, target users who don’t know the brand, non-target users who know the brand, and target users who know the brand. These four categories include all users and are referred to as the four quadrants of users . Here I will explain the user value and characteristics of each quadrant, so that you can fill in the gaps and find new growth points.

1. Non-target users who don’t know the brand

Users in this quadrant account for the largest proportion and are the least valuable, so we don’t need to pay attention to them. Most companies think this way: if they are not our target users, why bother with what they do? It’s a waste of time and money. But one thing we need to know is that technology is constantly iterating, and so are users. For example, for maternal and infant products, assuming that a company has been established for a hundred years, it serves a hundred generations of users, with new mothers coming in and old mothers leaving every year. Before new mothers come in, they are non-target users. Should marketing promotions cover them? It's an unsolvable problem.

Domestic companies are all about making quick money and would like to earn a year's worth of money in one day, so they only focus on the present and don't consider the future at all. It is unrealistic to expect such a company to spend several years to cultivate target users. Let’s take maternal and infant products as an example. The age of maternal and infant users is between 20 and 34 years old. Companies that really think long-term can instill brand concepts in girls when they are 15 or 16 years old and become sensible. The user loyalty of the brand implanted in the brain at this time is much higher than that of the brand implanted when the girl becomes a mother.

Car advertisements are played everywhere on TV and are interspersed in movies and TV shows. A classmate of mine in college watched the movie "Taxi" and told me that when he got a job and made some money, he would also buy a Peugeot. This placement did bring conversions when the movie was released, but its impact was absolutely far-reaching. Three years after graduating from university, my classmate actually bought a Peugeot. This is the benefit of promoting to non-target users. When they reach the right age, they already have the answer when it comes to choosing a brand because of the brand seeds buried deep in their hearts.

2. Don’t know the brand’s target users

These are the people we really want to capture when promoting our products. We want to target 100% of our performance advertising and brand advertising to these users. It can be said that 95% of our ads are targeted at them. The purpose of placing this kind of advertisement is to attract new customers . For example, if I sell high-end women's shoes, there is a group of wealthy mothers here who are young and good-looking and are just suitable to buy our shoes. The problem becomes how to get them to convert.

For target users who don’t know the brand, there is only one thing to say: content . The quality of the content determines whether these target users can go from being ignorant to knowing. With the development of mobile Internet and the explosive growth of information, the amount of information a person is exposed to far exceeds his or her personal carrying capacity. You can see this from the red dots on WeChat public accounts . Users have limited time, and only a few seconds or minutes are left for brand display. In order to make users remember your brand in such a short time, high-quality content is needed.

I remember seeing an article about Canada Goose. I only read one article and then remembered the brand. Then I went to find out where I could buy it. Fortunately, there are no specialty stores in China, otherwise I would have spent a lot of money again. The article cites the example of a Beijing user, talking about the origin and place of production of the clothing, and also describes its scarcity, just like the Apple in the mobile phone, everyone has one. The copywriting is top-notch. If that article was posted by a micro-business, it would probably make a lot of money.

3. Non-target users who know the brand

Are such users valuable? Not only is it there, it's also very big. Everyone knows the brand Rolls-Royce. Please raise your hand if you can afford it. There are still very few who know that one of the values ​​of non-target users of a brand is to serve as a foil, just like non-paying players in a game . Without this group of people, paying users will lose their sense of dignity. Then why would they spend money on it? Driving a car worth millions or tens of millions without others knowing is like walking in the night in gorgeous clothes, which is too miserable.

Another function of knowing a brand among non-target users is to promote it. For example, a colleague wanted to buy a lipstick for his girlfriend and asked me what brand to buy. How could I know? My knowledge of lipstick is like putting oracle bones in front of me. It would be strange if I could recognize it. But I still know a brand: Yangshulin, so I recommended it to my colleagues. There are many similar scenarios in life. People who don’t eat hot pot often recommend Haidilao to their friends, and people who don’t drink milk tea recommend Heytea to their friends, and so on.

These users do exist, but have never been included in user operations . They are just accidentally hit during product promotion. It’s like casting a net to catch carp, and then accidentally catching some small shrimps . Even small individuals have value. The key lies in how to tap into the value of these users. The words spoken by these users have higher weight, so remember not to take them lightly.

4. Know your brand’s target audience

Knowing the brand and being the target user, there is only one word left: conversion. I learned about the brand Onitsuka Tiger on the Internet and was planning to buy some shoes, so I went to a physical store to look at the styles of shoes. Whether conversion can be achieved depends on whether the purchasing process in the physical store is smooth. Whether there is a style you like, whether the price is reasonable, and whether the quality meets your expectations, when all these are met, you will be converted into a consumer user.

For target users who know the brand, there are many ways to improve conversion rates , such as official website construction, word-of-mouth marketing , etc. We know a certain brand. If the average order value is low, we will directly purchase and convert it. If the average order value is high, several thousand yuan, we will inquire through Baidu or friends and relatives. When we were taking our driver's license test and found out about a certain driving school, we made inquiries from many sources before placing an order.

When someone comes here because of our reputation, we, the people who do promotion, have to do a good job in presenting a good service. Regardless of whether the service itself is good or not, at least we have to make users want to place an order after they get the information. That’s enough. As for what happens after payment, it is the backend work. The backend includes business, technology, after-sales, and a series of links. Each link must be done well, otherwise one will fail after another and the company will not last long. Just like the instant noodle shops nowadays.

In summary

After we divide users into four quadrants, we need different methods to treat users in different quadrants. The idea of ​​using one method to conquer the world is not feasible. We should adapt to local conditions, say different things to different people, and capture every user. At least, traffic generation will not be a problem.

Source: Tiger Talk Operations