Judging from Pechoin’s screen-level communication, how do you “trap” users?

Originally, the segmented thinking was to segment the population according to gender, age, income, social status and other dimensions, thinking that this was the user portrait and the target customer, but now it has become increasingly inaccurate.

In the marketing circle, there is always one wave of screen-sweeping communications after another. Although the methods are different, no matter whether they are PR dogs, advertisers, or marketing masters (hereinafter collectively referred to as marketers ), the dream in their hearts - the desire to make the next "explosive product" like " Pechoin " 1931 - is increasing.

However, the last advertisement that went viral was NetEase Cloud Music ’s Hangzhou subway advertisement.

The previous one was the event marketing “ 4-hour escape from Beijing, Shanghai and Guangzhou ” planned by Xin Shi Xiang for Flight Butler last year.

Of course, marketing communication stories are played out every day. If the above are called national events, then there are also corresponding regional hot spots, such as the recent 520.

During the May Day holiday, Ele.me, which opened the " Sangcha " restaurant, opened the "Aiwu Neng Bistro" (if you don't know, please use Baidu)

On the same day, a friend of mine shared a breakup flower shop he saw in Shanghai:

However, 99% of the work of 99% of marketers falls into oblivion, without even a bubble left. Why is this? Are all the marketing tactics no longer effective?

Today, I’m going to talk about the four cruel realities that marketers have to face and why these tactics don’t work.

Reality 1: Low conversion is not the fault of PR, but the fault of the market.

Previously, an article titled "Crying! The tweet "Pechoin's 30 million+ reading conversions are less than 0.00008" shocked the marketing circle. The focus of discussion was whether public relations should set sales KPIs and whether they should be responsible for the conversion rate . But what Xiangling wants to say is that low conversion was a mistake made by the market from the beginning. There are two reasons:

1. For most companies, user portraits are always ambiguous

Whenever doing business, "target customers" is a word that cannot be avoided. This is also a direct factor that affects conversions. The number of conversions depends on how many of the affected users are target customers. However, how many marketers really understand their customers?

Xiangling's years of experience in marketing and public relations have taught her: In reality, many customers only exist in the imagination of business owners or in research reports of consulting firms.

But when it comes to who a product should be sold to, the marketing, sales staff and even the boss will vaguely say "probably these types of people".

Well, there's only a "probably" here!

What’s funny is that many people say they want to take advantage of the reference effect, that is, do word-of-mouth marketing.

It should be noted that the two major prerequisites for word-of-mouth marketing to be effective are: a. The group providing opinion references should preferably be a group that imitates the target audience; b. The target audience should be a group that can communicate and influence each other. But if we don’t even know the target users , where can we get any opinions from?

2. If the market does not clearly distinguish between customers, public relations and communication can only fire at random

The "ambiguity" of the marketing and sales department led to the "trial and error" of the public relations and communications team, but the good news is that the public relations and communications team has some budget and can tolerate such trial and error.

So public relations and communications began to set new KPIs for themselves: brand effect rather than sales effect. For example, this time for Pechoin, if we count the WeChat platform, Weibo, clients, web pages and other platforms, the exposure is estimated to be over 100 million, and the brand effect is remarkable. The self-media , public relations companies, and Pechoin that have made 100,000+ exposures by taking advantage of the hot topic are all in great glory.

But there are no coincidences in the story, and those who "wait for the rabbit by the tree" will never expect to pick up another rabbit in the same place.

On the other hand, the prerequisite for survival is to truly grasp the target users. From the phenomenon point of view, this team can "replay" this coincidence many times. For example, Pechoin, which has a history of 86 years, has had many successful communication cases before this advertisement. For example, Pechoin was the exclusive sponsor of iQiyi's annual IP drama "Fantasy City", which had reached more than 200 million clicks before it was broadcast. This nostalgia card hits the hearts of the target users that Pechoin wants to influence: young people.

3. The value of elite marketing is becoming more and more obvious

Oh, by the way, this loss of control over target users is due to a major premise: after fast-forwarding to segmented communication, mass communication enters into elite communication.

Originally, the segmented thinking was to segment the population according to gender, age, income, social status and other dimensions, thinking that this was the user portrait and the target customer, but now it has become increasingly inaccurate . For example, today's personalized and quality consumption trends can no longer be dealt with by overly segmented marketing thinking.

Zhang Bohan, chairman of Active Technology, said in an interview with China and Foreign Management: "Marketing communication must develop from mass to segmented, and then from segmented to elite. We are now in the transition period from segmented communication to elite communication."

Originally, everyone thought that China's large market space was an advantage, because China has a population of 1.354 billion, 657 cities, and extensive county and rural markets. But now it has become a disadvantage, and users can see and understand it less and less.

China's regional differences, cultural diversity, complex market structure, diverse consumers, and excess of product categories and brands have shattered the dream of having one product or brand cover the entire masses. Especially in the consumer sector, it is no longer possible to rely on a carpet bombing strategy to pry open the market and win market position.

On the contrary, elite marketing is becoming more and more valuable because they have clear portrait characteristics: enjoying life, high sensitivity and knowledge, social control/opinion king, enjoying themselves, constant progress and enthusiasm for public welfare. They have common labels: selected, refined, elite, and savvy; they pursue aesthetics, but not just the "appearance" that the general public pursues. They regard the "symbols" in the eyes of the general public as "lifestyles" and "supporting facilities". For example, for fashion luxury goods, the general public wants to "become others" and keep following, but they want to "live out themselves". They often frequent mid- to high-end fitness clubs, fashionable restaurants, brand stores, beauty salons, etc. In their minds, brand status is declining and quality is the key. In fact, communication and consulting agencies including Zhimeng Consulting are all working hard to support elite marketing.

Reality 2: It’s not that the idea is bad, it’s that the location is wrong

Many people attribute the lack of expected success of a project to mediocre content, crude execution, and bad timing. . . . . . But he didn't reflect on his own problems.

1. Instead of expecting the content to be earth-shattering, it is better to ask yourself where to put the ads

At least, in the eyes of some marketers, so-called marketing is all about being creative, but they never dare to directly answer why their "half of the wasted advertising costs" are wasted.

Little do people know that marketing, like product development, requires product-oriented thinking, that is, persistent focus and long-term continuous investment.

Some people say that the essence of marketing and branding is to create "conditioned reflexes". Think about Pavlov's famous conditioned reflex experiment on dogs in biology. In order to establish a conditioned reflex between the dog's saliva secretion and the ringing of a bell, one of the necessary conditions is to let the dog combine saliva secretion with the ringing of a bell many times. The reason why the message of “No gifts this year” from Melatonin is still a textbook case in the marketing industry is that the message was sufficiently focused (giving gifts) and sustained enough when it was implemented. Only this kind of dissemination can create a snowball effect.

2. The scene is wrong, don’t talk about other things

Some people say that the low conversion rate of Pechoin this time is because there are too many processes set up, which hinder users from placing orders smoothly. In fact, the fundamental mistake is the incorrect use of multiple obstacles in mobile and fragmented scenarios.

In reality, traditional mass communication is mainly based on occupying space. They find a busy place and then look for target consumers in the crowd, and then screen them continuously. A typical example is door-to-door promotion of scanning codes to download APPs, as well as traditional outdoor advertising. However, mass communication needs to focus on scene creation and reconstruction of relationships. The scene has two physical attributes: entry has conditions, standards and thresholds, and the users are segmented and screened through standards. The second is psychological attributes, which include cultural and value identification, group stickiness and even loyalty.

Think about why the gameplay of Double 11 is different every year, and the emphasis on mobile devices is even more different. One of the reasons is that people are becoming more and more accustomed to mobile shopping scenarios, so Tmall updates new gameplay for mobile phones every year to make it "simple, fun and reliable" for users to place orders.

The team responsible for the dissemination of Pechoin this time was the "Local Climate Survey Bureau" official account team. The feature of this team's articles is the long pictures adapted to the mobile phone screen. They understand the scene of the mobile phone screen deeply enough, and as a result, they achieved more than 10w+.

Today, there is a shift from "attention" to "influence", which requires corporate communications to differentiate between scenarios.

The National Advertising Research Institute's "2016-2017 China Elite Marketing Development Report" shows that more than half of the elite population have fitness habits, exercising an average of more than three times a week and having one or more fitness membership cards. The average monthly personal income of this group of fitness enthusiasts is 19,071 yuan, and the average monthly family income is 32,136 yuan, which is much higher than that of the general public. Moreover, they are very positive, full of expectations for the future, and full of positive energy.

Xiangling believes that fitness clubs can not only capture these high-quality people, but are also an excellent communication scenario. Why?

Because according to statistics, fitness members exercise for an average of more than 90 minutes each time, which ensures sufficient catalyst frequency and catalyst time, and is more conducive to the memory and lasting impact of advertising content. Moreover, in this fitness club scene, the environment is quiet, users are away from their mobile phones, and are in a good mood, which can block out the interference of other unnecessary information. In this repeated contact closed space, someone has calculated that the advertising reach rate in this scene is 96.2%, and the advertising recall rate is 90.7%.

In fact, whether it is car brands such as Jeep, Audi , BMW, Lexus, or smart electronic products such as Huawei, Lenovo, Dell, or even beverage brands such as Mengniu Youyi C, Danone Bio-Travel, and Pocari Sweat, they are all trying to put advertisements in fitness clubs, and the layout of the scenes also directly utilizes the existing facilities of the club to achieve "empathy".

Taking the promotion of Mengniu Youyi C Tea as an example, they have several highlights in the integration of scenes. First, they took advantage of the movie "Batman v Superman" and set up the venue around the movie in an offline fitness club, and displayed new products, fully leveraging the advantages of scene-based marketing.

Secondly, through the themed costumes, the movie theme girl’s high appearance attracts attention, which strengthens the sports elements and can also better convey the product functional points of Mengniu Youyi C.

Again, by using three level-breaking games , you can win the hero, a full set of equipment including capes, tops, bottoms, etc., and transform into a superhero. Deep participation will generate deep memories, and the interests of games, sports, and products will be connected.

Ultimately, the communication effect was a great success both online and offline. Firstly, offline advertising reached more than 20 million people, and a third-party survey showed that the overall advertising reach rate was 85%, of which 91.2% had established varying degrees of awareness of the new live tea products. Secondly, the online WeChat and Weibo fans generated by the interactive activities, as well as the purchasing intention after participating in the activities, reached as high as 94.8%.

Reality 3: Don’t think about offline activities and online marketing. Communication has always been a game of chess.

1. Fragmented communication is doomed to fail

If there are still marketers who say that online and offline should be separated, offline should only be used for promotions, and online should only be used for communication. That would really equate marketing with selling goods, and only the sales business team that is directly responsible for sales would do this. Online and offline have always been one serving as the "trigger point" and the other as the "funnel", one is responsible for doing and the other is responsible for spreading.

To use a specific example, the popularity of NetEase Cloud Music is due to its heartfelt music reviews, which have swept from offline to online, allowing sentences that bring tears to eyes and touch the heart to flow from the walls to your and my circle of friends, such as "Thank you for accompanying me from school uniform to formal dress", and "Ten years ago you said life was as gorgeous as summer flowers, and ten years later you said that ordinary is the only answer", to flow from the walls to the circle of friends , and thus make NetEase Cloud Music a success.

2. Three-dimensional marketing has always been a basic course

Back to Jingzhong Communication, he emphasized the refinement, landscape, personalization and integration of communication, that is, to connect all communication scenarios and achieve three-dimensional marketing. For example, in the cooperation with Active Technology, the Land Rover Range Rover Evoque customized advertising creativity for the Jingzhong fitness channel , and put it in scenes such as treadmills, equipment areas, yoga areas and swimming pools. Moreover, for offline placements, secondary topic dissemination and diffusion are carried out online, and a three-dimensional circular diffusion is formed among the crowd, namely, demonstrators - word-of-mouth communicators - buyers - and second word-of-mouth communicators.

The elite groups are more concerned about the actual experience they can see and touch. A successful marketing campaign needs to complete four processes: inform TA - influence TA - guide TA - serve TA. In fact, offline scenarios play an irreplaceable role in this process. Fitness clubs are the closed-loop communication platforms that can realize cognition-interest-favorability-diffusion for advertisers.

Reality 4: No interaction, no user management

This is an old debate topic, but Xiangling still wants to talk about it.

1. Retweets and likes are not all about interaction. Mobilizing public sentiment is

First of all, we have to admit that forwarding, sharing, liking and commenting are all interactive actions that we often talk about, but these actions are the results of interaction. Yes, the results, not the whole. Don't mistake imposition for voluntary, don't mistake forced push for active forwarding, and don't mistake economic inducement or moral kidnapping (such as the phrase "If you don't forward, you are not a Chinese") for benign interaction.

Secondly, we can see that almost all screen-sweeping communications have successfully mobilized public sentiment.

" Escape from Beijing, Shanghai and Guangzhou in 4 hours" is a question to young people in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen. NetEase Cloud Music's Hangzhou subway advertisement is a pursuit of a fresh and clean lifestyle. Even Pechoin's 1931 advertisement made marketers think, "Wow, this is awesome, how could I not know this?" and they forwarded it immediately. There was also the Chen Ou style and the Fanke style back then, all of which stirred up a certain emotion among the public and teased them to their heart's content.

In addition, we can see that almost every car brand and sports brand is playing the emotional card, promoting a spirit or quality, and hoping to impress people through emotions.

2. What you should ask for is not the user’s money, but the user’s heart

When we marketers do communications, we often obsess over data, technology, and precision, which is directly reflected in money. But in fact, the basis of marketing is to tell a good story first. Data and accuracy are not the goals, but just one of the means. Just as it is always the songs full of emotion that ultimately move people, rather than boring theories such as musical scales.

In reality, whether it is BMW or Pechoin, they all emphasize consumer participation and consumer interaction. For example,

Pechoin has a department called "Never Expected That". The job of this department is to collect and screen user wishes from customer service and satisfy them. For example, if a Pechoin customer is about to get married, this department will send meaningful gifts such as peanuts, red dates, longans, and lotus seeds. These consumers who have been satisfied by the "never expected" department are like pebbles thrown into the water. After causing ripples, they continue to radiate impact and help the brand to spread actively.

Similarly, in the BMW "BMW West District Chengdu Double Heritage Marathon" project, in order to express affirmation of the "Chengdu Double Heritage Marathon" and highlight BMW's humanistic spirit, it actively proposed the theme of "Run for Your Own Miracle" by recruiting runners for BMW in fitness clubs and completing the recruitment of marathon running groups. Various props are set up around the fitness equipment and various activities are carried out to trigger fitness users' emotional associations with marathons, healthy sports, and BMW's humanistic spirit. The cry of "Run for miracles" also ignites the passion of the fitness crowd and triggers emotional resonance.

Therefore, at present, marketing needs to say goodbye to crude marketing and strengthen emotional resonance. Bare price storms, ultra-low killers, shouting, compulsory, bottom-line pyramid-style crude marketing have become completely harmless. Emphasis on large-scale coverage, overwhelming, human sea tactics, event hype, and unscientific religious marketing is meaningless. "Explosive" and "blowout" growth is also unlikely. In-depth, sophisticated, and immersive communication is effective instead.

Of course, emotions are a perishable commodity. Here we need to be wary of the "sleeper effect".

Usually, marketers use copy , pictures or videos to tell a story or state a point of view to resonate with users, thereby inspiring users to actively spread the word or directly make a purchase, which is called emotional arousal, content marketing .

However, human behavior can be divided into short-term behavior and long-term behavior. Since emotional arousal is very short-term, it generally only works on people's short-term behavior but not on long-term behavior. This is the "sleeper effect."

For example, sleepy people often happen to be like this. One night, they saw a motivational video and were inspired. They decided to get up early for their dreams. However, the next day, they still couldn’t get up.

The "passion" (emotional arousal) brought by the motivational video only brings a short-term impulse (deciding to get up early in the future), but on the next day, the passion cools down, and the long-term goal of "striving for dreams" loses to the seal of the bed.

So how do you get a sleepy person to wake up early?

A goddess came and said, "Let's do morning exercises together at 7 o'clock tomorrow morning!"

Therefore, we often see beautiful models or temporary promoters at fitness clubs, department stores and other event sites to "remind" you to take action immediately. The same goes for those photos of muscular men hanging on the walls of fitness clubs. If there is a beautiful woman training with them, the conversion will be even more different.

German sociologist G. Simmel said, "The more exciting the times, the faster the fashion changes." Marketing communication is shaping new fashion. We need a cross-border mass communication that transcends user groups and communication methods, goes into people's hearts, injects emotions, and resonates with others, so that our marketing does not become a "routine." For true masters, the routines are often invisible.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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