7 marketing techniques to leverage momentum!

After Erke became famous because of its donations, all dealers that could live broadcast started to sell its products.

After the song "I Love You" became popular, many of Mixue Bingcheng's stores joined in the campaign of giving away free drinks by singing and filming Douyin videos. Mixue Bingcheng also took the opportunity to launch new advertisements and new dances.

After Chinese athletes won the Olympic championship, a certain brand launched a new advertisement: the milk that Olympic champions drink!

There are many cases like this, so why do these companies come out to do marketing at the first opportunity?

This is actually our most common sales technique - leveraging marketing .

My understanding of leveraged marketing is that it relies on the authoritative attributes of a third party, word-of-mouth communication, and user awareness to help the company improve its own influence and sales power.

So what exactly does the so-called momentum in marketing refer to? What should we pay attention to?

Today I will sort out some of this for you, hoping it will be helpful for your future sales.

01Take advantage of the festival

In China, there are many traditional cultural festivals and we celebrate them almost every month.

Because the awareness of this festival is deeply rooted and has a wide audience, relying on festivals for marketing has become extremely common. For many companies, the majority of their revenue comes from festival sales.

For example, the rice dumplings during the Dragon Boat Festival, the moon cakes during the Mid-Autumn Festival, and the couplets during the Spring Festival, these companies will do marketing a long time in advance.

For e-commerce, almost every day is a festival. Operation partners will plan various themed promotional activities, such as 38, 618, 88, Double 11, Double 12, New Year’s Festival, as well as spring season, cool season, harvest season and warm season.

The most interesting marketing opportunities are those centered around emotions, such as Valentine's Day, Women's Day, Chinese Valentine's Day, Double 11, Christmas Eve, Christmas, New Year's Day, etc. These opportunities will not be missed for companies related to marriage, flower companies, and jewelry.

02 Taking advantage of the trend

The more developed the Internet is, the wider the information can be spread.

Now we can see hot lists on major platforms every day, such as the Shenzhou manned spacecraft, China's Olympic gold medals, popular movie box office, and Internet buzzwords such as YYDS, etc.

For students who create content, it is a must to check the hot lists every day, including life highlights, celebrity gossip, technology and finance, film and television works, etc.

It is easy to create a hit by digging out suitable content from the hot lists.

Another example is Wuling Motors, which has launched the slogan "Wuling makes whatever China needs."

Since last year, it has carried out many successful hot marketing activities, producing masks, snail noodles, mobile food trucks, and the Wuling MINI, which has sold over 10,000 units per month.

03 Using the power of celebrities

Why do movies and companies invite celebrities to star in advertisements? Because celebrities have huge appeal and recognition.

Different companies, different regions, and different users have different standards for selecting celebrities.

If you open a snack bar in a county town, you just need to find local TV hosts or Douyin influencers to help you promote it and call on customers to come and consume it.

If you are an art trading training organization, you can have a huge influence by just finding a painter, dancer or pianist to teach or endorse your products.

So the so-called celebrities do not necessarily refer to nationally known stars, but people who have outstanding achievements in a certain area or field.

04 Take advantage of the industry

In 2020, live streaming sales, To B services, and private domain IP are popular.

In 2021, offline consumption, cross-border e-commerce, and Douyin IP are booming.

As long as you work in any of the above areas, you have the potential to obtain financing, customers, and make a lot of money.

This is what Lei Jun said - if you stand on the wind, even pigs can fly.

But if you do social e-commerce or online education in 2021, you will most likely go against the trend and lose a lot of money.

In addition to taking advantage of the general trends in the industry, we must also pay attention to some industry policies and exhibitions, which will have an impact on enterprises.

05 Take advantage of the circle

Paid communities have been particularly popular in the past two years. One brand relied on industry circles to find accurate customers and carried out extreme promotion, achieving transactions worth hundreds of millions of yuan a year.

The gameplay is very simple. The founder uses all the BD recruitment and marketing expenses that were originally intended to be used to join various paid communities.

Whether it is dozens or tens of thousands, no less than 1,000 people have paid to join, directly covering more than 200,000 high-quality people, and successfully added as WeChat friends, and there are more than 30,000 to 40,000 customers with consumption intentions.

In fact, many products become popular in the beginning because of promotion in small circles, and you may not see any advertisements outside.

However, enterprises directly target the vertical circles of the BD industry, and then carry out circle marketing through sponsorship, hard advertising, trials and other means.

For example, when social e-commerce platforms were popular in 2016, a certain platform madly sponsored various micro-business conferences, communities, and media to expand its influence.

The first is to recruit more brand merchants to supply goods, and the second is to recruit super team leaders to distribute and promote.

In addition to enterprises, for individuals, using circles to promote is also a very effective way. In fact, the most common case is the mutual promotion of circle public accounts and resources.

06 Leverage the power of your customers

The purpose of sales promotion is to get users to pay. If users are willing to recommend you, this is the best way to sell.

So how do you leverage the power of your customers to sell? We share three of the most common methods.

One is to develop users into communicators. As long as users post to Moments, WeChat groups, and Douyin, and invite friends to the store as required, they can get corresponding rewards.

The second is to develop users into distributors. Users become brand agents, invite friends to consume, etc., and can receive commission rewards.

The third is to create more customer cases: what changes have occurred to users after using your product? Have users sent you banners or gifts? Did your clients make money from you?

Companies not only need to brag about themselves, but also encourage others to speak from their own experience. We often see that various car clubs, study groups, and golf clubs are essentially a group of user testimonials.

07 Use the power of authority

Words that sound very reliable, such as "century old", "nationally certified", "technical patent", "intangible cultural heritage", and "first in the industry", will be used in the company's external publicity and display.

Why do many companies attach so much importance to various rankings on the platform? Because most users are still willing to believe in authority, and many companies are willing to pay to get the opportunity to receive awards in an industry.

So you have to show your history, honors, and technology to the outside world.

The above is the specific manifestation of momentum in leveraged marketing, of course, it can be further subdivided.

Finding and identifying momentum is only the first step in marketing. The most important thing is to learn how to use momentum:

a. Consistency

Whether you are combining circles to do marketing or seizing social hot spots.

The most important thing is to see clearly how relevant the hot spot itself is to your business?

Not all hot spots need to be associated. Trying to associate things that are too far-fetched will only create a burden on users to understand.

For example, if you sell anti-theft screens, the Dragon Boat Festival and Mid-Autumn Festival have nothing to do with you.

But hot summer is a good season for marketing, as well as safety-related festivals.

For example, when the education industry chooses celebrities, why don’t they invite some entertainment stars? Because many popular stars don’t perform well in exams and they don’t go to good schools in the traditional sense.

Then why does the home appliance industry invite middle-aged and elderly celebrities? For example, Tang Guoqiang, Zhang Guoli, Jiang Qinqin, Song Dandan and others are not only famous, but more importantly, they have the same tone as the brand, which is why they can leverage on the momentum.

b. Correctness

When a company is engaged in sales, it must have basic and correct values.

During the Henan flood, many companies took the initiative to donate money and materials and contributed their efforts. Their Weibo and Douyin accounts received positive reviews from users and increased their followers. This reflects the value of companies' courage to take responsibility.

However, it is obviously inappropriate for some companies to use natural disasters as a publicity point. For example, after the flood occurred, two real estate companies immediately made posters saying that they were located in a relatively high position and were not afraid of flooding.

This is a typical case of being clever, going against users' emotions, and conveying wrong values, so it will naturally be criticized.

c. Timeliness

Many potential energies are cyclical, so we must seize every opportunity to start a trend, that is, the timing is critical.

Taking the writing of the village chief as an example, if I had written content related to the Henan flood a few days ago, it would have definitely received a lot of readings. In fact, there is still a chance if I write now, after all, everyone’s attention is still here.

But this does not fit in with the positioning and values ​​of my writing, because I don’t write content to attract users’ attention.

But if WeChat updated a major version today, I would write it down and interpret it as soon as possible, which would definitely attract everyone's attention and be reposted. This is content related to marketing and operations.

For merchants selling mooncakes, it is impossible to wait until the Mid-Autumn Festival to promote mooncakes because the best time has passed.

Therefore, only by doing the right thing at the right time can we unleash the maximum power of potential energy.

Author: Shili Village

Source: Shili Village