Low-cost brand communication rules!

The “Brand Golden Triangle Rule” for building a brand at low cost has been upgraded to 4.0 and is constantly being improved and evolved. Today we will focus on the low-cost communication rule in the "Brand Golden Triangle Rule".

If you want to achieve low-cost communication, you must base it on the correct selling points. Effective core selling points are the basis for building a brand, and products are always the most fundamental competitive advantage.

The product value is 1. Only with this 1 can the company achieve 10-fold, 100-fold or even more growth. If the product value of 1 is not there, no matter how much marketing promotion is done, the effect will be small.

If a company can succeed, it means its products are valuable.

Find the effective core selling point of the product. One selling point is enough to build a brand. To learn how to shape product value, you can read the previous article "The Law of Shaping Selling Points".

For example, strong suction power made ROBAM range hoods successful, dandruff removal made Head & Shoulders successful, silicone-free made Ziyoung, and being gentle to hands made Liby successful.

The conditions for low-cost communication: an easy-to-remember brand name, an effective core selling point expressed in spoken language, a correct strategy and creativity to express the core selling point, and a simple and memorable symbol.

It goes without saying that a memorable brand name can reduce a company's communication costs.

An effective core selling point, expressed in a spoken language. Successful products all have only one core selling point. The more you try to be comprehensive, the more consumers will feel that you are not professional enough.

A correct strategy and creative expression of the core selling point. What creativity and strategies can be used to convey the product's selling points and value to customers and convince them to buy?

Communication is sending a signal to customers, and this signal requires customers to take action. The first action is to get customers to buy, and the second action is to get customers to share.

For example, "Give Nootropics as a gift", the two words "give" are a strong action signal.

The ultimate goal of advertising is to get customers to take action. Without action, there will be no purchase.

What kind of slogan is easy to spread?

1. Spoken language + common sense = easy to spread

Advertising slogans cannot be too profound. Humans are lazy animals and are too lazy to think. Once the slogan is profound, people will be too lazy to think. The phrase “Kill the local tyrants and divide the land” is very common, but easy to understand, and it makes you want to take action after hearing it.

For example, "When you are young, you should stay awake and work hard. When you are tired and sleepy, drink Dongpeng Special Drink" and "Your energy is beyond your imagination." The latter sentence is too profound and difficult to understand.

Simple sentences and simple truths are magical and can motivate customers to take action.

For example, "Meituan takeout, everything is delivered quickly", "Meituan's best selection has good quality and cheap prices", "If you have any questions, there are answers", "Just search on Baidu and you'll know".

When extracting core selling points, we must always remember that consumers know nothing about you. Don’t assume that consumers know everything you know.

2. Rhyme + rhythm = viral

People have a natural trust in rhyming and rhythmic proverbs. Because they rhyme and are catchy, people tend to ignore the logic behind them, and they are easy to remember and spread.

For example, “Read a book a hundred times and its meaning will become clear,” “If you have different ideals, you cannot make a living together,” and “Take a hundred steps after a meal and you will live to be ninety-nine.” These are all summaries of experience. If you say them once, you will never forget them and you will be willing to spread them.

Making advertising slogans into rhyming and rhythmic proverbs will make them easier to spread and more likely to be passed on from one person to ten people, and from ten to a hundred people... For example, "Charge for 5 minutes, talk for 2 hours" and "If you want the best mining technology, go to Lanxiang in Shandong, China."

In the case of insufficient budget, communication must be focused on publicity.

Concentrate, concentrate, and concentrate again.

Centralized communication channels

Many entrepreneurs like to place advertisements on multiple channels, thinking that this way more people will see them. In fact, this strategy is a waste of money.

Let’s take a look at the promotional strategy of Melatonin. They only select two time points a year for intensive advertising: the Spring Festival and the Mid-Autumn Festival. The Mid-Autumn Festival is 10 days in advance and the Spring Festival is 20 days in advance. They concentrate their efforts on these 30 days and play it 10 times a day. It is hard for you not to remember it.

If you only have 100,000 yuan, and you place an ad on a public account today and a billboard ad tomorrow, this amount of money will only last you a few days. Before consumers even see it, you’ll be gone.

Then the 100,000 yuan would be wasted. Only by concentrating on one time period, one communication channel, high-frequency appearance, and bombarding advertising can consumers remember it. In this era of scarce attention, consumers receive a large amount of information every day, and only high frequency can make consumers notice you.

Concentrated local area

The same 100,000 yuan spent on advertising in several regions at the same time will not have much effect. However, if the advertising is placed in a local area, it may create popularity in the local area and then radiate to other areas.

When Melatonin was launched on the market, the advertising budget was only 150,000 yuan. He first attacked a local market - Jiangyin. After making money, he invested in the Wuxi market, followed by Nanjing, Changzhou, and then the whole country.

To boil water, you have to boil it to 100 degrees. It won't boil at 80 degrees. The same goes for communication. Instead of dispersing the firepower, it is better to concentrate it and boil the water to 100 degrees.

Finally, repetition

Only through repetition can brand assets be accumulated, and only through repetition can product selling points be implanted in the minds of consumers.

Repetition means the need to focus, focus on a symbol, focus on a core value.

Coca-Cola’s slogan, advertisements, and spokespersons have changed countless times, but its core value has remained the same: delivering joy.

Wanglaoji’s motto “Drink Wanglaoji if you’re afraid of getting a sore throat” has been used for decades and everyone can say it.

In this era of scarce attention, people are exposed to various advertisements and information every day. Brands need constant repetition to make the audience notice you and remember you.

The reason why you can fluently say advertisements like "drink Red Bull when you are tired and sleepy, drink Wanglaoji when you are afraid of getting a sore throat" is because of continuous accumulation. Every promotion is an accumulation.

All the advertising expenses you spend are accumulated into a sentence, a symbol, or even a sound or a taste. This is the brand asset.

If you change your slogan today and your symbol tomorrow, and your promotion is different every time, it will be difficult for people to remember you. Such publicity cannot form brand assets, and the money spent each time does not accumulate, which greatly wastes corporate resources.

Why many companies cannot repeat

On the one hand, there is a lack of professional personnel to plan, and many decisions are made by the bosses themselves, which leads to various changes.

On the other hand, the boss thinks that every time is the same, and the same thing is said every year, consumers may feel that there is no creativity, so he wants to come up with a big creative idea every time, not realizing that this is a waste of resources.

Building a brand is about finding effective core values ​​and repeating them over and over again. The premise is that the core values ​​must be correct. If the core values ​​are wrong, no amount of repetition will be of any use.

Author: Zhou Enyong

Source: Zhou Enyong