9 knowledge points for marketers in 2020!

2020, the sky is full of black swans. The economy has suffered a setback, unemployment has risen, and consumer motivation is insufficient... No matter where you are, whether you are an advertiser, marketer or new media person, you are caught up in the economic winter. What can ordinary people do? The only way to overcome the crisis is to rely on your physical strength. When facing the unknown, the best weapon is cognition. The only thing we need to worry about is: Do you have enough marketing knowledge to face the unknown?

The following "2020 Marketing Exam Papers" brings together underlying logic such as psychophysics and behavioral economics, covering 4 categories and 9 knowledge points including marketing mathematics, physics and chemistry, to help you quickly check your knowledge blind spots.

The exam begins~ See how many questions you can survive to?

1. Mathematics

1. Why would the post-2000s prefer to spend 2,000 to buy shoes rather than spend 20 to buy a video membership card?

Knowledge point: Mental accounting

Is money just money? Not really. In people's minds, not every penny has the same value. We divide money into different mental accounts based on its source and purpose. For example, people tend to spend lavishly on year-end bonuses or one-time compensation.

Similarly, a pair of AJ or Yeezy has won the post-00s' psychological account of "love and recognition". Even if the price is high, it still wins fascination and pursuit. And what about the video membership card? In their psychological account, it is "dispensable". Since you don’t have to buy it, wouldn’t it be nice to use the 20 yuan to have a cup of milk tea?

Therefore, one of the marketing tricks is to put your product into the user’s richest account to gain brand recognition and brand premium. For example, Haagen-Dazs moved from the psychological account of "a dessert" to the psychological account of "date"; Santonban moved itself from the psychological account of "instant coffee" to the psychological account of "high-value boutique instant coffee"; Wang Baobao moved from the account of "breakfast cereal" to the account of "sugar-control and slimming internet celebrity food".

2. Why is live shopping always full of packages and gifts?

Knowledge point: Super value frequency

Nobel economist Richard Thaler found that when it comes to unexpected fortunes, the number and frequency are more important than the value. For example, for an employee, getting a year-end bonus of 30,000 yuan once is far less satisfying than getting 10,000 yuan once but three times. (So ​​the bosses know what to do, right?)

On the other hand, people don’t like to have to pay over and over again. For example, the constantly jumping taxi meter always makes people feel uncomfortable because people can see that the payment is being made every minute and every kilometer.

So when selling goods, it is best to pay for them all at once. For example, mobile phone tariff packages and annual fee-based fitness memberships. When giving gifts, it is best to open them one by one. For example, it is common on e-commerce platforms to buy a laptop and get five peripheral products for free, or buy a pot and get a twelve-piece set for free. Although the amount is small, it is easy for people to feel that they are getting a great value.

3. How to explain the magic number 3 in marketing?

For example, cars have three options: low, medium and high configuration; hotels have three room types: economy, executive and deluxe; water purifiers have high, medium and low grades; even plush toys have three sizes: large, medium and small.

Knowledge point: Compromise effect

People's thoughts and behaviors are often influenced by the situation. The compromise effect means that when a new option is added to an option set, the original option becomes a compromise option, making it more attractive and increasing the probability of being selected.

For example, there is a water purifier, one is priced at 2,800 yuan and the other is priced at 1,500 yuan. How to increase the attractiveness of this ￥2,800 product? The usual practice is to appeal to superior performance, etc. In fact, to take advantage of the compromise effect, we only need to propose a third option and add a product priced at ￥3,600. Due to the tendency to avoid extremes, many people will not choose the highest or the lowest, but prefer the product in the middle.

It should be noted that in today's market environment, information on various reviews and price comparisons is becoming more and more transparent. Therefore, the compromise effect is more likely to occur in new product categories that people are less familiar with, or in mature brands that are already recognized and loved.

2. Physics

1. Which law of psychophysics does this UGC reveal?

Knowledge point: Weber's law

Psychophysics is the study of sensory perception. In the 19th century, psychophysicist Weber discovered that people are not sensitive to absolute values, but only to relative differences. This is also known as Weber's law. For example, for a box weighing 1KG, you cannot tell whether it is heavy or light. But if you put a 2KG box in your other hand, you can immediately tell which one is lighter and which one is heavier.

Weber's law means that we are more likely to judge relative concepts such as importance, black and white, good and bad. Therefore, if you want to attract consumers' attention, you can use contrast or change techniques to amplify the relative differences.

When fast-moving consumer goods such as potato chips and biscuits experience changes, they are more likely to attract attention. Therefore, if merchants want to quietly raise prices, a common practice is to make minor adjustments to the packaging. For example, adding small grids to the Oreo packaging or making the notch at the bottom of the sauce bottle deeper.

Another way is to change the capacity. For example, when the price of potato chips is increased, the packaging is often kept the same, but the contents are reduced and air is added. However, excessive use can easily cause consumer disgust. As the sharp irony in the video shows, a bag of potato chips is 90% air...so ridiculous.

2. In a five-star hotel, why are people willing to spend 18 yuan to order a bottle of water?

Knowledge point: Anchoring rule

A major discovery in psychophysics is that people tend to take cues from their surroundings when they are unable to make judgments. This is also known as the anchoring rule.

For example, when Costo opened, it used several scarce and low-priced products such as Moutai and Hermes to establish the impression of great value in people's minds. Fast fashion brands such as Zara and H&M focus on the location of luxury stores to create a sense of luxury. Xiaomi Home is anchored in the locations of Starbucks, MUJI and Uniqlo, creating the perception of ultimate value for money for the same group of people.

So when you buy a Coke at a roadside stand, you're only willing to spend 3 yuan. But when it is anchored in the environment of a five-star hotel, people will pay for a bottle of Coke for 18 yuan.

3. Chemistry

1. What techniques are used in the following advertisement?

"Modernist chair €382 IKEA Spalding chair €49"

"Which of the three children wore Fisher-Price non-slip skates?"

Knowledge point: The chemical reaction of creativity

Picture description is the worst copywriting. A good advertisement should create a chemical reaction between pictures and text, let the picture say meaning A, and the text say meaning B, and then let them create an indescribable chemical reaction to produce a new meaning C. That is: picture A × text B = connotation C.

For example, in an IKEA advertisement, the picture says: Once you buy a chair and bring it home, you’ll use it to pile clothes sooner or later. The copy conveys a second meaning: If this is the case, why are modernist-style chairs so much more expensive? The combination of the two creates a wonderful chemical reaction: there is no need to spend money on style, an IKEA chair is enough.

For example, in the advertisement for Fisher-Price anti-slip skates, there is only one proud child in the picture, but the title "Who of the three children is wearing Fisher-Price anti-slip skates?" makes people realize that there are two other children who are not wearing this brand of skates and have fallen out of the picture. The chemical reaction between pictures and texts cleverly conveys the benefits of anti-slip, and makes people smile knowingly and identify with it.

2. Try the three-stage rocket model and select any Internet brand to analyze its development model. For example, Tencent’s three-stage rocket.

Knowledge point: Three-stage rocket mode

The first stage rocket: It must be a high-frequency application, and the three-stage recursion can only use high frequency to push low frequency.

Second-stage rocket: After acquiring a large number of users, quickly launch business scenarios to retain users.

The third-stage rocket: When the potential energy accumulates to a certain level, the commercial closed loop is completed.

For example, Xiaomi mobile phone only has a 4% profit. When everyone thought that Xiaomi was competing with its competitors in terms of price-performance, in fact it was just using mobile phones as top traffic to build the first stage of the rocket.

After gaining a large number of users, Xiaomi quickly launched new retail scenarios such as Xiaomi Mall and Xiaomi Home to retain users and release full momentum.

Finally, when the brand potential is pushed to the extreme and users dare to "buy with their eyes closed, every item is cheap", we can use the high-gross-profit products in the ecological chain to complete the harvest and realize a closed loop.

IV. History Subjects

1. What marketing methods did the Shu Kingdom, which had relatively the weakest military and financial resources, use to rise?

Knowledge point: Strategic positioning

1. Liu Bei was called the Emperor's Uncle Liu, and he used analogy to position himself as the orthodox ruler of the Han Dynasty in the minds of the people.
2. In the name of supporting the Han Dynasty and clearing the emperor's side, he positioned his rival Cao Cao as an unjust army.
3. Zhuge Liang proposed the strategic plan of "dividing the world into three parts" in his "Longzhong Plan", which was to first take Jingzhou and then seize the entire Sichuan province.
4. Create super IPs such as Liu Bei’s benevolence, Crouching Dragon’s wisdom, and the Five Tiger Generals’ invincibility to build the brand image of Shu Kingdom.

2. What routines does the startup emperor like to use when telling the brand story? Please describe your article in no more than 500 words.

Knowledge point: Brand story model

The themes of brand stories fall into several categories: history and origin stories, mission stories, product stories, and consumer stories.

(1) Origin Story

Start-up companies often use stories of innate mission and orthodox origins. For example, Xiang Yu claimed that he was born into a noble family, was a descendant of a general, and had a long family history. And his competitor Liu Bang, a commoner, officially announced the story of the founder of the "White Snake Uprising" through authoritative media, which is similar to the legend of genius in the garage in Silicon Valley.

(2) Mission Story

In a word, mission is used to define what your career is and what vision and goals you are willing to work hard for. Chen Sheng and Wu Guang can be called the kings of golden sentences. The sentence "The world has suffered from Qin for a long time" ignited the boiling emotional powder keg of resentment. The sentence "Are kings, princes, generals, and ministers born into a certain family?" subverts traditional values.

Good brands are masters at conveying values ​​and telling their missions. For example, Jack Welch proposed the strategic mission of “if you can’t be first, be second.” Disney's mission is happiness. Alibaba’s mission is to “make it easy to do business anywhere.”

(3) Product story and consumer story

Royal CEOs of every generation are adept at telling good stories about consumer testimonials. The character IP of "Uncle Liu visiting Zhuge Liang three times", the ultimate experience of "treating Wei Zheng as a noble existence like a bronze mirror", and the ultimate service of "raising a million soldiers without spending a penny of the people's money"... Haidilao can't learn even that.

Conclusion

The exam is over, but the cruel test of marketing has just begun. No matter what your rank is or what your score is, there is no need to be anxious or proud. Just move forward patiently and improve yourself. Even though time is silent, it will answer all questions. May all those who keep their feet on the ground and reach for the stars be together here and meet at a higher place!

Author: Panda Copywriter

Source: Copywriting is the salt of the earth (ID: creatwriter)

Related reading:

5 steps + 11 key points to write a brand slogan!

Who cut the budget?

A detailed explanation of the formula for live streaming sales

A formula to explain Xiaomi's marketing secrets

Enterprise IP Marketing Operation Guide!