3 key points to discuss the strategy of hot-selling products

There are a wide variety of products today, and the reason for the fierce competition is that they are almost all similar. Therefore, it is not easy for a brand to win in the red ocean market. It needs to continuously promote the three elements of "quality commitment, value commitment, and identification of class image", and they must be repeatedly verified as true by consumers to have brand value.

Spending a lot of money on intensive publicity bombardment (or sponsoring popular programs to generate a lot of exposure) can indeed shorten the time of recognition and increase recognition, as long as the strategy is correct.

But most people don’t have that much budget, so they need to spend the budget more accurately to have the strength to compete.

The content can be read quickly, but some points require you to spend some time to convert and think. Let's get straight to the point and assume that everything starts from scratch. There are three strategic focuses in total:

1. Brand creation = personality portrait

What is personality portrait? It makes it easier for consumers to remember you and trust you.

In every category on the market, consumers can only remember the top three brands. You are looking for consumer portraits, and consumers are also drawing you.

Describing a vivid image of a brand is to "generate recognition more effectively."

A living person will have an attitude towards doing things, a perspective on facing the world, choices between what to do and what not to do, a stance and standards for defending values, and a tone when speaking.

Based on these observation angles, list the top three brands in the same category, and look at the cartoon characters, front-line customer-facing staff, founder stories, media publicity tone, product packaging, and service processes. Go through all of these to see if you can imagine a clear personality portrait and whether the actual product is consistent with the description.

If the top three are just "selling goods", that is, exaggerating the quality of a product worth 10 yuan to that of 100 yuan, then congratulations, you have found a blue ocean market.

This is something worth your time. There are always some entry points that can be used well, and then find an advantage and service that is beneficial to you ( marketing pull), and condense it into one sentence (communication value). This is advantage positioning. We will talk about this later.

In addition, a small number of loyal consumers want to know more about the brand’s connotation. Therefore, in the field of self-media , it is important to pay attention to accumulating brand personality portraits. That is what we want to portray as “more distinct”.

Because you have no way of calculating (it seems like a coincidence) what kind of chemical reaction and multiplier effect will occur when you want to know more about your loyal customers when you conduct marketing or promotion in the future, but the energy that has gradually accumulated in your silent efforts will suddenly explode by chance.

Therefore, no matter how many people will read the self-media, continuous accumulation is necessary so that the portrait will become more complete and it will become more and more interesting for those who are interested. This is the beginning of loyalty and the foundation of trust. Rather than empty feelings and ideals.

How to increase the vividness of personality portraits, just like a movie script.

Only with some "refinement of details" can the personality of the character be full and recognizable , which is the most worth writing about, for example:

• Why do you want to make your product more practical? How much time and cost do you have to spend to achieve your ideal practical standards?
• What efforts have been made to improve details and quality, why do they need to be improved, what differences do they look like, why do they want to improve quality, and what are the niches for consumers?
• What is unique about your design style in the industry? Why do you insist on it? What values ​​does it bring?
• Some people like to win awards everywhere, and share the hard work involved in applying for and winning the awards and how they think to tell valuable stories; even if the founder likes art (music or culture is also OK), what elements are incorporated into it, and whether he or she has discussed it with enthusiasts, these stories can also be combined with the product to allow people with the same interests to identify with the values, while also accumulating the brand's class image.

Seriously speaking, the most touching thing is to devote your whole life to one thing without any regrets. Any product or business, relying on this kind of emotion, is enough to shake the market. From an operational perspective, considering the cost of maintaining a company's brand, the cost of personnel energy, and time, a distinctive brand image of a single category will be more in line with the return on investment .

In short, the establishment of a brand still needs to return to its essence:

Being a human being (brand), one must have something to pursue. How to manage your heart, manage your ideas, manage your code of conduct, and improve your style, this is the value of human (brand) existence.

The goal is to establish yourself as a market leader rather than a follower, and the efforts you make to achieve this goal are the complete personality portrait.

From another perspective, if a brand is endorsed by popular stars such as Yang Mi, AB, Bingbing, and Lu Han , and uses incomprehensible label words, it may be announcing the brand's 3-5 year business strategy.

But more importantly, it is helping you to heat up the market. Just follow along, find the differences, improve recognition, and then stay "close to the terminal to carry out marketing attacks" to achieve the goal of hot sales. This is what I'm going to say next

2. Marketing core = generating pull

Many people have a gambler's mentality of "be the first to be king, and the only way to defeat all martial arts in the world is to be fast", and do not take risk costs seriously. This will also consume a lot of employee energy and costs, and eventually become the straw that breaks the camel's back.

Activities like buy-two-get-one-free discounts or prize draws for opening the product are simply short-term incentives, which are designed to speed up purchases and make consumers impulse buy. Such stimulation may help you generate sales quickly, but it will also lead to your quick demise.

Advertisements or various promotional information have a very low residual degree in the consumer's impression, and only continuous large-scale exposure can accelerate recognition if the budget is sufficient.

However, the pursuit of "fast and shortening" are two different concepts. It is worth your time to think and weigh from a different perspective. The business decision-making process and results will also be different.

What is Shortening:

In short, shortening means “closing” the distance. It is a carefully calculated effort to put energy into more appropriate places, with the goal of shortening the distance between consumers or the advertising brand. What I want to talk about next is to rely on "pulling force" to achieve the shortening effect.

To have pulling force, you must first choose the best force point

Focus marketing strategies on areas that are closer to consumption scenarios and terminals that are closer to consumption purposes. The closer to the terminal, the better the marketing scenario (the stronger the pull), which is a feature of consumption upgrading - a more convenient choice.

For example, if a product is sold through an online channel , the promotional media must be able to provide the convenience of "one-click purchase", or the video website must provide a "click for details" button function.

For example, on Tmall , most people use the through train, but although the diamond booth has greater risks, it has more power to influence consumer decisions. In addition, on the mobile side, many people will ignore:

• Smart recommendation (what is the reason for the recommendation?)
• Category recommendations (how to sort?)
• Interest recommendation (how to classify?)
• Bestseller recommendations (why is it a bestseller?)

These relevant recommendations are very important because they make selection easier. In addition, if there is a reminder before checkout: relevant recommendations for discounts if you spend a certain amount. This is also a good battlefield.

For example, if the business is fast-moving consumer goods, the main focus is on offline channel operations.

Then the key points are to expand the shelf area, increase the highlight display effect of POP display, and improve the design of packaging recognition. Don’t underestimate display and packaging, they are not just for appearance, the terminal is what has the greatest impact in the final selection.

Same concept if you were opening a brick and mortar store.

Any accessible subway exit, bus stop, bicycle parking lot, parking lot, or nearby office space, community, cinema, fitness center, convenience store, etc., requires all possible means to operate customer interactions and events.

Consumers are very forgetful and very fond of convenience, so providing convenient choices and increasing recognition close to where consumer decisions are made is the best point to generate pulling force.

How to generate tension:

Take advantage of current events that are more recognizable to boost consumers’ awareness of the brand; take advantage of what consumers are doing at the moment to provide special preferential services to create a favorable impression, which can shorten the time it takes for them to identify with the brand.

To understand this concept more clearly, let’s take an example:

• Combined with current hot events, boost brand awareness: Buy "new" drinks with movie tickets and get a 5 yuan discount;
• Combine what you need to do now to avoid losing members: Get a 30 yuan rebate for each fitness session, and 50 fitness sessions can be used to offset the membership fee for the next year;
• Use preferential thresholds to attract more customers: order three special-priced signature dishes and get unlimited free rice;
• Use the discount threshold to attract more customers: Are you bored? Come play a puzzle game and win a level to get a red envelope.
• Use discounts to emphasize service quality: additional discounts (free upgrades) can be obtained if the wait time for a meal exceeds 15 minutes;
• Use discounts to emphasize service quality: pregnant women and birthday people can skip the queue, buy one get one free;
• Emphasis on service quality: Fresh supermarkets use parking tickets to buy food, and a dedicated person will help you carry your shopping bags to the parking lot for free;
• Emphasize product origin: unmanned coffee shop, free self-service tasting of global coffee
• Emphasis on product quality: all imported, the favorite of foreign royal families and nobles

Of course, there are more ways to market through social events . For example, book dropping, marathon competitions, pop-up stores, etc. all have similar intentions. The operating methods are all to utilize "ordinary people's life situations (traffic routes) to provide help or novelty."

The goal is to encourage consumers to choose your brand “next time”, or to let consumers “induce” people around them to choose your brand. This pulling force is the power that “influences consumer choices”.

These are all examples of a pull that influences the consumer’s perception of the experience, increasing favorability or class. (Since the focus is on strategy, I will only give examples here. Please learn from them.)

In addition, no matter how delicious the wine is, it still needs marketing to encourage consumers to try it. Immediate feedback (or discounts) are a feature of today's consumption upgrade, providing consumers with a reason to buy it.

So, the discount is just a side benefit, and it may look like marketing on the surface, but the point is to build your goals:

Improving brand recognition and consumption habits will firmly occupy the minds of consumers, and goodwill is the core goal.

Doing so will have a very destructive effect on other competing products. Before other competitors have time to react, it will be impossible to reverse the future situation. Unless competitors are willing to spend more marketing costs and take greater risks, they will have a chance to draw consumers' attention back.

Note: Maybe you can find a better term to replace this concept than "pull" (if so, please let me know)

3. Promotion strategy = communication value

In order for the promotional content (commonly known as soft articles, or embedded advertising) to generate communication value, it is important to figure out who the "main communication target" is. We need to truly understand the profile of consumers and their life situations so that they will be willing to lend you a helping hand.

The negative example is like this: the target consumer group is women aged 20-40. This simple, wide-ranging coverage obviously shows that there is no system in product planning and promotion operations.

For example, the needs of new graduates and company managers are different; the needs of unmarried women and women who have just given birth are different; they use their time differently; they have different periods of free time; and they have different proportions of spending on entertainment and various expenses.

You need to segment people into different classes and help them solve practical problems in life or "earn face".

Maybe some consumer groups will overlap, but we also need to figure out who the primary and secondary targets are . Whether it is product planning, pricing strategy, marketing pull, or publicity strategy, they all need to target the primary groups.

The first groups of people, of course, are from the upper class to the lower class, and it is best to recommend them in order. For example, bosses recommend it to employees, and high-end people recommend it to the middle class. Of course, the primary group can also be KOLs , which you can collect from online data.

Speaking of KOLs, your brand can also become a KOL, for example, by using an interesting tone and continuously outputting "relevant expertise". Usually, small tricks and selection methods are used to allow consumers to easily grasp the information of discrimination, but it is difficult to establish value by just doing this.

Your content should have a higher standard of testing, such as "out of 100 bottles of shampoo, I only pick this one", and then include a series of reliable evidence such as personal experience, screening methods, ingredient explanations, cost-effectiveness, and a relaxed and interesting way of explanation. Once users establish trust in your recommendations, their switching costs will start to rise, and your brand will become a KOL in a field.

This is the best way for brands to accumulate content and generate communication power.

The Internet is a large database . By looking at articles in business categories related to you, you can determine which content and people have dissemination value from data such as the number of readings, likes, reposts, and questions (of course, seasonal factors should also be considered).

You can also use this to reversely verify the focus and pattern of your promotional content to see if it hits what they care about.

This simple survey can infer consumer profiles and preferences, and even influence a series of reformulations such as product planning, marketing pull, pricing strategy, and brand personality.

Main content of the communication

With the current consumption upgrade, it is worth mentioning the "communication value" strategy mentioned by Philip Kotler.

The correct understanding should be: Where is the value of finding consumers to help you spread the word?

for example:

• Help him express what he wants to say because of the difficulties he is facing in life
• The service solves his irritability and emptiness, making him feel fresh and convenient
• Tell him how to reduce the time cost of learning and exploration, but still get enviable results
• Educate him on how to choose good products, so that he will develop a sense of pride after learning.
• He felt that so many smart people were using it, and he was the first to know about it.
• He got a very rare thing (service)

Now you see some advertisements with large broadcast volume, which all use this strategy of spreading value. It’s just that each brand has a different way of expression, tone, and freshness. In simple terms:

Use a different and fresh angle, shorten the consumer's understanding time in one sentence, say what he wants to say, make him feel as if it is useful immediately, and then actively promote it, hoping that people around you will benefit from it.

On the surface, this benefit is for the people around him to benefit, but in fact it is more like allowing him to earn " social currency". The word "resonance" is not a very accurate description. Instead, it is more like "utilitarianism", a value of mutual benefit.

We do not discuss whether consumers’ opinions are right or wrong, nor do we discuss whether values ​​are right or wrong. Instead, we ask ourselves in a short-sighted way:

Have we found consumers’ “rigid social needs”?

This rigid demand is divided into the following according to Maslow's theory:

• Physiological needs
• Safety needs
• Social needs
• Esteem needs
• Self-actualization

The most popular demand is: providing social needs + a little more respect = the best choice.

As for communication media, pictures and texts are more suitable for communicating value; videos are more suitable for brand personalization; and product detail pages or store displays are more suitable for guaranteeing value to consumers (what you see is what you get).

The current general information reception situation is as follows:

The traffic on various online platforms seems to be very lively. Most consumers use different content platforms to kill time and obtain information. There are many channels to watch stimulating content, but in fact, the way people socialize with each other is more isolated.

They prefer to laugh at others or relieve their restlessness and emptiness through shopping. However, they are only willing to leave comments when their emotions are touched or there is beneficial feedback, which is very passive.

So many people mistakenly believe that taking an entertaining approach is the best way to attract consumers. However, the fact is that there are too many entertainment options. You may have a one in ten thousand chance of making your brand suddenly popular, but the popularity will disappear quickly.

Unless you are willing to invest a lot of manpower, brainpower and budget to continuously plan these entertainment effects, and you also have to have good luck. For a brand that is building something from scratch, it is not a good option to focus on entertainment from the beginning.

From a utilitarian point of view, the demands of consumers and brands are actually the same. They like to be sought after, want to be valued, and want to have a sense of accomplishment and value in their existence. It’s just that he doesn’t have enough ability to say these things, so as long as you can help him earn these through your content, of course, the brand can also gain these at the same time.

This value is not only used in publicity and promotion, but can also be integrated into offline activities . For example, at Madame Tussauds, consumers will be eager to take pictures and tell their friends: Look, I took a picture with Teresa Teng.

show, this is a social need.

Social currency can also be quantified. People need an intuitive indicator that can be quantified to determine what evaluation to give to "this person or this brand". This is the value of social currency.

For example, the number of likes, shares, collections, and readings. Any quantified indicator is a kind of currency. He can more realistically feel what he has earned, which is of course what you have earned as well.

It is worth mentioning that if your brand formulates its assessment direction based on these "data" from the beginning, you are completely focusing on the wrong point.

Your goal should be to find the primary group of people who share the same style as you. This "style" is the primary basic condition for you to cause an explosion, rather than noisily jumping on the bandwagon of hot topics everywhere. The number of fans and clicks does not mean much to the brand.

I believe there are many geniuses who can write excellent promotional content. When consumers who pay attention to you "taste the sweetness" from you, they will continue to want to obtain more social currency from you. This will make it have communication value, and then return to the first step, forming a positive cycle of publicity.

You always have to go back to the product sales part, so you need to provide some stimulating incentives, which can be simply divided into:

• Most complete (want more)
• Latest (want fresh)
• Fastest (Enjoy now)
• Best (avoid irritation)
• Upscale (upgraded class)

Usually when products are implanted in communication copy , the proportion will not be too large, because people who are really interested in the product can see it on the product details page.

Saying too much is the same as saying nothing.

The proportion of content is more about packaging value. As for the implantation of products (or services) in promotional copy, some incentives are provided to remind consumers that this is such a valuable and attractive product, so give it a try.

We are almost done here. Of course, there will be other strategic details to consider, but things have their priorities. These three are the main keys that influence the results of hot sales, and may even take precedence over product development.

Let’s sort out the key points:

1. Brand personification is to accumulate more comprehensive recognition, so that the brand has the value of gaining trust;
2. Marketing pull is to promote hot sales and allow consumers to obtain additional value;
3. Communication value is the value of your brand and the content it promotes, which can bring social currency to consumers after being widely promoted.

Finally, I also recommend that you take some time to look at Steve Jobs' early views on marketing and branding: http://mvqq.com/play/play.html?vid=l01899gmwaz&ptag=4_5.7.2.19835_copy

Please excuse any typos.

And attach a marketing strategy mind map.

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

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