After watching "Tucao Conference", I learned the real trick to increase conversion rate by 200%!

You see, life is full of complaints, which makes our life more interesting; of course, it also makes marketing easier.

Among them is a variety show called "Tucao Conference", which invited a group of out-of-date stars and wild joke tellers. The host was also disliked by netizens to the point of covering his face with barrage of comments. A group of people just kept arguing with each other on the stage, but they created a hit show.

What’s important is that advertisements are everywhere and users are happy . Let me ask you, which marketer can do this?

“Making users not disgusted by advertising” is what marketers pursue throughout their lives. So how did “Tucao Conference” do it so easily?

As the saying goes, everything is popular for a reason. Today, Bunny will talk to you about the marketing methods used in "Tucao Conference". (Read on patiently and I'll give you what you want)

Li Dan is a person who often has illusions about himself. He thinks he is very beautiful, so he likes taking selfies very much.

For this purpose, he even bought a vivo x9 mobile phone with a 20-megapixel soft-light dual-camera on the front, and the photos he took indeed reached the peak of his personal appearance history.

Although we still can't look directly at it, there is one thing we especially want to tell Li Dan:

You can't make things difficult for your phone like this. It is meant to illuminate your beauty, not to find your beauty.

Are you happy after reading the above copy ? This is the biggest marketing tactic in "Tucao Conference" - emotionality.

Humans are emotional animals. When it comes to product decisions, 80% of them are based on " emotion " and only 20% are based on " rationality ".

With the development of the times, the user groups began to change, and the main consumer force began to tilt towards those born in the 1990s and 2000s. This group of people tend to be more personalized when it comes to product decisions. At the same time, the influence of price is weakening, while the influence of one's own feelings (emotions) is strengthening.

For example, the mourning culture that suddenly became popular some time ago was due to this reason.

What is the most popular video ad right now? ——Creative advertising situational drama, that is, shooting it into a short film situation based on the plot itself and the characteristics of the product itself.

While "Tucao Conference" was being broadcast, it did not escape the convention and customized various creative sitcoms for major brands . And at the end, there is a big advertising broadcast, which fragments the advertising information so that each creative situation drama brings out a brand. Not only does it not feel out of place, it also adds to the fun of the advertisement.

This is the second major marketing strategy of "Tucao Conference", using scenes to influence emotions.

Another meaning of popular is interesting.

According to iResearch Consulting , most users born after 1995 have a positive attitude towards advertising, but are more receptive to ads that are interactive, entertaining, and can be teased.

For example

• "Suitable for you at all times, caring for you everywhere"
• “Laughing is good for your lungs, not laughing is a waste, this is the time-honored brand in the universe for nourishing your lungs”

Which of the two texts above impressed you the most? Obviously the second one. The first one is just average. Although the copy is popular and easy to remember, it is not interesting and the product selling point is not prominent enough.

The second advertisement not only caters to the characteristics of Internet communication, but also makes its image more vivid and lively.

This is the third marketing strategy of "Tucao Conference", making the copy popular and interesting.

In fact, if you read carefully, you will find that the rabbits are listed in the order of emotion - scene - popularization .

Alan Weiss once said: " Rational logic makes people think, and emotion prompts people to act ."

Therefore, if you want to create sales advertisements that impress consumers, you need to carry out emotional communication based on the product.

Seeing this, some readers may say, "Rabbit, can you give us something practical?" Don’t be impatient, let’s talk about this next: Now that we know the marketing routine, how should we implement it?

It can usually be divided into the following two points:

1. Identify the types of emotions that are aroused

2. Use scenarios to shape user emotions

There are many types of emotions. But the core purpose of marketing is to make users change and induce purchasing behavior.

So how does change happen? This requires us to find and stimulate those "highly arousing" emotions based on product characteristics.

What are “high arousal” emotions?

It means that our psychology has different feeling values. When external stimuli reach our feeling value, our emotions will be aroused. When external stimuli exceed our feeling value, they will be highly aroused.

For example, facial expressions. If a person is shy, he may smile slightly when he feels happy. His facial expression is a low-arousal stimulus to you. If it is a laughing expression, you will quickly feel this pleasant emotion, which is a high-arousal stimulus.

Highly arousing emotions tend to touch users more and are more likely to trigger user dissemination. They can usually be divided into: happiness, fear, disgust, and anger.

Once we know the user emotions we want to awaken, we need to think about how to awaken the emotions. The most common and effective method is: scenario-based .

Emotions and needs are similar in that they are both generated based on external stimuli.

Therefore, if you want to use emotions to encourage users to initiate conversion behaviors, you can create a scene for users to stimulate their emotions.

For example, the KFC advertisement of delivering meals to your table. If users are simply told "we deliver the food to your table", they will not feel how convenient it is or how thoughtful KFC's service is.

However, KFC uses parental love as its entry point and creates the scenario of "Spend more time with your children and we will deliver meals to your table". While triggering users' emotions about insufficient companionship with their children, it also tells users that KFC can better meet their needs. It can be said to kill two birds with one stone.

So how do you shape the scene? Usually the following two points can be considered:

It usually refers to food, clothing, housing and transportation, and the more detailed the scenario, the more it can trigger user emotions.

For example.

When MissFresh first entered the market, it used "user laziness" as its entry point, creating a scenario where people want to eat but are too lazy to go out to buy it, thereby triggering users' resonance, driving their emotions, and forming conversions.

In addition to life scenes, there are some scenes that do not appear often but can still touch the hearts of consumers.

• Ritual Scene

Ritual is the most direct way for humans to express their emotions. Simply put, it means making one day different from other days.

For example, weddings and graduations are extremely ceremonial scenes.

• Unreal scene

Some scenes do not actually appear in our lives, but we can present them in an exaggerated or imaginative way to trigger users' emotions.

For example, in an advertisement by Fotile, a woman was successful in the early stage by pursuing her dream. However, when she was about to give her acceptance speech, she suddenly returned to reality and found that she had not been able to realize her ideal because of housework.

Through the game between reality and dreams, the selling point of FOTILE smart dishwasher is highlighted, which allows you to "put down the bowl in your hands and pick up the dreams in your heart."

Once we determine the scenario, what we need to do is to determine the product selling points that best meet the needs of the scenario based on the scenario.

Li Jiaoshou once said: " If you want users to notice your product, you must first make them notice you ."

By shaping the scene, we can trigger users' demands for a certain scene and induce them to convert.

In fact, the so-called marketing routine is nothing more than amplifying the user's emotions, and then making the user use the product as an emotional outlet (that is, satisfying the user's emotional needs).

People often leave messages in the background asking:

• “Are there any good marketing strategies?”
• “How should marketers innovate?”

In fact, there are not so many routines and so many innovations. As the saying goes, no matter how things change, they still remain essentially the same. As a marketer, what you really need to understand is to be good at discovering the routines in life, summarizing them, and then integrating, adapting, and innovating on their basis.

The author of this article is @兔子. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games