6 rules of brand marketing

Without successful marketing, there can be no successful business. Marketing activities are the ultimate means for a company to realize profits. In the highly homogeneous product competition in the market, the success or failure of marketing often determines the success or failure of the entire business operation. Today, we recommend 6 golden rules in marketing to make marketing easier.

1. Veblen Effect

The higher the price of a product, the better it will sell.

We often see such scenes in life: a pair of leather shoes of similar style and leather sells for 80 yuan in an ordinary shoe store, but sells for several hundred yuan at the counter of a large shopping mall, but there are always people willing to buy them. A pair of glasses frames costing 16,600 yuan, a commemorative watch costing 68,800 yuan, and a top-grade piano costing 1.68 million yuan, these commodities with almost "sky-high" prices are often popular in the market.

In fact, the purpose of consumers purchasing such goods is not only to obtain direct material satisfaction and enjoyment, but to a greater extent to obtain psychological satisfaction.

This has led to a peculiar economic phenomenon: the higher the price of some goods, the more popular they are among consumers. Since this phenomenon was first noticed by American economist Veblen, it was named the "Veblen Effect".

With the development of social economy, people's consumption will gradually shift from pursuing quantity and quality to pursuing taste and style as their income increases. After understanding the "Veblen Effect", we can also use it to explore new business strategies. For example, through media publicity, one can transform one's own image into the reputation of products or services, so that the products are given a high-level image, giving people the impression of being "precious" and "otherworldly", thereby enhancing consumers' favorability towards the products.

2. Golden Circle Marketing Principle

This law was first proposed by Simons Niek, a TED speaker.

It means that when communicating with people, we should use Why – How – What.

That is, the structural order from the inner circle to the outer circle, explaining to people your motivation - method - specific characteristics of engaging in a certain business, can more easily arouse people's enthusiasm.

In the past, when we thought about a problem or did something, we usually thought from the outside to the inside, and even ignored the why.

For example, in the mobile phone industry, most marketing strategies are:

What: We made a mobile phone. What are its functions, parameters and price ratio?

How: What kind of amazing technology was used to achieve this? What kind of black technology was used? We also invited foreign experts to identify it...

The Golden Circle Marketing Principle is this:

Why: Everything we do and every change we make is for innovation and is based on user experience.

How: What breakthroughs did we make to achieve this change?

What: Finally we made this phone.

With this set of rhetoric, consumers are not just buying the product, but are recognizing the brand concept.

This way of thinking will greatly increase the offensive power, whether it is against individuals, products or brands.

This alone deserves your praise!

3. Pyramid structure rule

It is the "problem-cause-countermeasure-result" structural model.

This model is very practical in company meetings, reports, and speeches. Here are the specific steps to apply it.

For example, the quarterly work report of the marketing department of Company A.

Question: Last quarter, the sales volume of our company's business segment X dropped by 17%. This is the first time in our company's three-year history and must be taken seriously.

Reason: Our marketing department and business department investigated the latest situation together and found two important reasons. First, the products of the replaced supplier had serious problems. Second, the competitor launched a strong competing product.

Countermeasures: Strictly control product quality and immediately replace unqualified suppliers.

Results: We conducted market and competitive product research, and provided relevant data and strategies to R&D, procurement, and business departments. We also provided many strategic suggestions on future sales volume, sales revenue, and corresponding core costs to help them make better decisions.

Use this structure model to make a summary report that is concise and clear so that all participants can understand what you mean.

4. "100-1=0" Law:

Make every customer satisfied

The "100-1=0" law originally came from a prison duty discipline: no matter how well you performed in the past, if one of the many prisoners escapes, you will be derelict of duty forever.

To us, this discipline seems too strict. But in order to prevent criminals from endangering society again, it is extremely necessary to be absolutely sure. Later, this regulation was introduced by management experts into corporate management and commodity marketing (including the service industry), and soon gained widespread application and spread. It tells us: For customers, service quality can be divided into good and bad, and there is no comparison level of better and worse.

Good is everything, bad is zero. “A thousand-mile long dam can be breached by a single ant hole”, this is a truth that everyone understands, and the principle of “100-1=0” is actually the same, but many producers and operators may not understand it. More importantly, it is not difficult to understand, but it is difficult to do.

5. Britt's Theorem

To promote it, first spread it widely

Proposed by British advertising expert S. Britt: If a product is not advertised, it is like a girl casting a glance at a boy in secret, with love in her eyes that only she knows.

Woodruff, the former boss of Coca-Cola Company, once said: "99.1% of Coca-Cola is water, carbonated water and syrup. Without advertising, who would drink it?" Coca-Cola is sold all over the world, entering the markets of 135 countries and regions, and is regarded as a symbol of the American spirit. Among other reasons, the role of advertising cannot be underestimated in making Coca-Cola so popular.

Since 1886, Coca-Cola Company has spared no expense and made full use of advertising to expand product sales. In 1886, Coca-Cola Company's turnover was only $50, and it spent $46 on advertising; in 1901, its turnover was $120,000, and it spent $100,000 on advertising; today, its advertising expenses average more than $600 million per year. We carefully calculated the proportion of Coca-Cola's advertising expenses to its turnover: 92% in 1886 and 83% in 1901. It may be this amazing move that made the beverage, which is 99.1% water, carbonated water and syrup, the world's best-selling beverage.

6. ABC Rule

The "golden rule" in the marketing world is also called the law of leveraging one's power. A (Adviser) is a consultant, but also a support system. It is the force you can borrow in marketing.

For example, leaders, authorities, celebrities, old customers, media tools, etc.; B (Bridge), the bridge, is you; C (Customer), potential customers or referral objects.

In the marketing process, success cannot be achieved by individual efforts alone. The "ABC rule" is to integrate a series of effective resources to maximize energy in order to achieve the purpose of sales or recommendations.

Author: Zhao Zichen Vic

Source: Zhao Zichen Vic