Marketing promotion methods: How to come up with marketing ideas that will amaze Durex?

Imagination is a talent as well as a skill!

In the marketing world, many big Vs have said that "there are tricks to good marketing" and "there is a lot of copycat marketing in the world." From copywriting to activities to events, there are templates. As long as the framework is built, everything else can be done - "take it as it is."

Looking at the literal meaning, there seems to be no flaws. There are rules to follow and methodology to rely on. Isn't that wonderful? But if you think about it carefully, it seems like the boss only tells you the framework. To really make it work, you still need to rely on explosive points, funny points, the flesh and blood that can arouse topics and create hot spots - creative support.

What is creativity and how can I have it?

If it were that simple, I wouldn't throw Durex into the trash at night, worship Durex in the office during the day, and take Durex's copywriting as my guiding principle.

Soga, so today, let’s discuss how to come up with a marketing idea that will make Dudu slap his thigh!

First, let's analyze what characteristics a good creative brain hole needs to have:

1. Novelty: Creativity must first be unexpected. Start by arousing curiosity and lead the audience step by step into the world you build for them;
2. Empathy: The second step of creativity is empathy. Being interesting is just foreplay. To really make him trust you and fall in love with you, emotional interaction is a must.
3. Logic: The creativity is so wild and imaginative that the imagination can reach outer space. But how to relate to the product, be logical, and stand up to scrutiny is the hard truth for creativity to come down to earth and really work.
4. Conversion: At this stage, creativity has completed the process of "marketing" and reached the final "sales". Although the two are not completely linearly related, good ideas are bound to have a significant positive impact on the final ROI.

How to form a brain hole

Below I will give two examples and analyze two methods that we often use but can be used better. Positive thinking method First, let’s look at a case study: Shiseido’s “The Party Bus” Halloween “That tear told me” makeup ad:

Creative idea: Makeup dance

Empathy point: Women dress for themselves/Women dress for those who please them/Lesbian culture

Target group: Female consumers

analyze:

The famous British philosopher RG Collingwood once said that " dance is the mother of language ". In ancient times when there was no language, many human emotions and words were expressed through dance. Shiseido's creativity this time comes from dance, which is given to makeup.

The two symbols of "human beauty" work together to concretely show the protagonist's inner fluctuations. Coupled with the fact that the love triangle itself is very attractive, such creativity and plot make the viewers enjoy the 3 minutes very happily. The final tribute to the independent women's courageous pursuit of true love and the lesbian culture elevate the entire commercial to the level of a work of art.

This Shiseido advertisement gained great reputation and sales on the day it was released.

So what is positive thinking?

The positive thinking method is to start from the "origin" of "product". First of all, what kind of attributes does the product have, what kind of "brand characteristics" should it convey to my consumers, to what level can it be "sublimated", and then go back to this chain to add "creativity".

And because this way of thinking is linear, the logic is generally more solid, and what needs to stand out is the creativity itself. How to be novel, interesting and advanced is the difficulty of positive thinking.

#Positive thinking method illustration#

Reverse thinking example: Ecovacs’ new sweeping robot launch “Don’t bother me” event marketing. Ecovacs’ “Don’t bother me” marketing came out two years ago, but it is still worth learning from today.

During this marketing campaign, Ecovacs’ Tmall flagship store went on strike for nearly 2 hours, with the message “None of your business” flooding the screen throughout the store. Consumers entering the store were confused. On the other hand, Xue Zhiqian/Ding Yichen, two comedians on Weibo at the time, worked together to create a buzz on Weibo and all social media platforms with the topic “None of your business”, with the younger generation shouting out “None of your business” in response to their dissatisfaction.

Content of Ecovacs' "Don't bother with me" incident:

Creative ideas: Don’t bother me

Empathy point: Personalization/Be yourself

Crowd: Young and hard-working people in first- and second-tier cities

analyze:

Ecovacs sells sweeping robots. At first glance, what does “None of Your Business” have to do with Ecovacs? It was precisely because of such doubts that I had the desire to explore and the sudden realization that followed.

Ecovacs’ “Don’t bother me” is a slogan for its “target group”. This is for the younger generation to say “None of your business” to their parents forcing them to get married or have children, and to say “None of your business” to those who blame and shirk responsibility in the workplace. On the other hand, Ecovacs' sweeping robot is "automated" and can be "managed without your intervention".

The overlap of slogan and product took a lot of thought. Such coupling is by no means coincidental, but the result of the marketing team's careful insight into the consumer groups and abstract research on the meaning of the product. Once this slogan captures the minds of target customers, it is only a matter of time before a new brand becomes a hit.

This case is a very typical example of reverse thinking.

The reverse thinking method starts from "consumers/application scenarios/hot spots", conveys brand characteristics, and finally reaches the product.

The origin of the reverse direction is completely opposite to that of the forward direction. It radiates from the consumer scenario, that is, the arrival end, which is one step ahead of the forward direction from the very beginning. The consumer’s attention has been caught, but how can I make him associate it with my brand?

This process requires the audience to spend time to understand and appreciate it. When a person spends more time with you, he will be more likely to remember you. The difficulty of reverse engineering lies in the third point of the first part of this article, "Logic". If there is no strong logic to guide you, it will be difficult to associate the previous divergence with the brand, and no matter how wild your imagination is, it will be meaningless.

Therefore, reverse thinking is a method that requires a lot of skill and long-term accumulation. It requires you to keep training in your mind and habitually think about various topics.

Connect with any B thing.

Marketers always encourage gossip, imagination, and drama.

#Reverse thinking method illustration#

Training Methods

Since positive and reverse thinking are so useful, how can we develop such thinking in our daily life?

1. Accumulate more. Accumulation is undoubtedly the root of all creativity, which includes reading more, thinking more, and summarizing more. When you have experience in multiple fields, it is easier for you to make associations and draw inferences from one instance to another. However, people are prone to encounter a situation when reading - when absorbing new knowledge, it is easy to forget the old knowledge. There is a joke that "reading is forgetting", so how can we remember the previous knowledge after madly absorbing it and make reasonable use of the connection between the new and the old?

Let’s come to the second point -

2. Multiple connections. Connection is one of the most core elements of social operation and scientific development. Knowledge is in your brain and can also connect autonomously. We can visualize new knowledge as a bridge connecting the left and right sides of the brain's reservoir.

On the left side is "What", which is connected to the original knowledge . What is this thing? I need to use my existing cognition to understand and explain it . This will make it easier to absorb new knowledge and mobilize old knowledge.

On the right side is "How To", which means to draw inferences from one example and how the new knowledge should be applied to real-life scenarios. Can it be connected with some content related to my work? If I were to work on a hot topic, what would I do?

When you habitually connect your bridges and let your brain develop such a W-NK-H model of thinking, your memory and ability to integrate knowledge will be significantly enhanced.

#W-NK-H connection model#

3. Open your mind more. Imagination needs wings. If you don’t release it and train it, you will only watch it dry up little by little. I really like playing a small game, which allows me to train my imagination whenever I have the chance, and share it with everyone.

When I take the subway, I like to observe the people sitting in the seats. Then, based on their expressions and movements, I guess who will get off at the next stop. Occasionally, I can even see that he frowned slightly when looking at his phone at the 3rd minute and 6 seconds, and guess who sent a message with what content that caused him to think.

This game is very interesting. You can do a set of free mental gymnastics for your brain in the boring and crowded subway, and maybe you can get a seat~

Conclusion

Everyone longs for good ideas and admires their nuclear explosive power, but at the same time they lament that good ideas are hard to find and it is difficult to find people with good ideas.

However, the formation of any thinking requires training. In terms of imagination, a 30-year-old adult may not be as good as an 8-year-old child. What is the reason for this? It is the school age when there are no distractions or constraints, and when one dares to put everything one sees with one’s eyes and feels with one’s body on the same canvas.

It’s not that we don’t have ideas and imagination, but when we grow up, we are distracted by too much information and our minds cannot be focused, so we can’t think. How can we open our minds then?

Training your mind is just like training your body, it’s never too late to start!

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Author: Kaius

Source: Water Daily