3 steps to brand marketing promotion: refine selling points, interpretation and production!

Brand building is a long process. Although it is a long process, if the method is inappropriate, you will not be able to establish a brand even if you build it for a hundred years.

Recently, I bought a second-tier brand of internet-famous ice cream at the convenience store downstairs. This ice cream is so popular that if you go too late, it will be sold out and is often sold out. So I looked up the story of how this internet-famous ice cream became so popular. Although it was only created within a few short months, the brand-building routines and gameplay used in it are very representative.

Based on my past experience in product promotion, I will briefly explain the three steps of building a brand here. I hope that everyone can gain something and learn how to build a brand. A brand is a result, and its ultimate implementation is the selling point. This article mainly focuses on the selling point. Once the selling point is done well, the brand will naturally emerge.

• Step 1: Extraction of selling points
• Step 2: Interpretation of selling points
• Step 3: Making selling points

Step 1: Extraction of selling points

Any product, store, service provider, etc. has and can refine its own selling points. From giant organizations like Taobao and Tmall to small convenience stores run by couples downstairs, or even the hot-dry noodles sold on the roadside for breakfast in the morning, as long as there is a heart for marketing and promotion, it is not difficult to extract selling points, and this selling point is the core of building a brand.

There is a set of methodology for extracting selling points. Here, taking the braised chicken rice restaurant that I often patronize as an example, I will teach you how to extract your own selling points. Braised chicken with rice is a fast food that solves the problem of food and clothing for otakus and fujoshis within a three-kilometer radius. Its service hours are concentrated in the afternoon and evening. Its competitors include Shaxian snacks, Lanzhou ramen, six-yuan spicy hot pot, etc. There is no competition with beef hotpot. Understanding competitors is the first step in refining selling points.

Now that we know where our competitors are, we begin to analyze their main keywords, including convenient, fast and distinctive Shaxian snacks, affordable and delicious Lanzhou ramen, the favorite of fujoshis, and possibly the magical malatang. Each product has several fixed labels in the minds of consumers. When consumers are short of money, they may give priority to ramen. If you want a story to happen, then you know what will happen.

After finding the keywords of the competitors, I listed my own selling points. The selling points of braised chicken rice are: quick, good taste, lots of meat, etc. After listing these words and comparing them with the words of competitors, everyone will know why they need to understand competitors. The selling point should be different. If others are focusing on low prices, you will have no advantage if you also offer low prices. Dishes like Braised Chicken and Shaxian have the selling point of being quick. Since other companies have already promoted them in this way, the best way for you is to abandon the same selling point and refine different selling points.

According to my many consumption experiences, the biggest feature of their restaurant is the freshness of the ingredients. The chicken inside is so fresh. I learned from the boss that their chicken is purchased and cooked on the same day. When other restaurants do not promote the selling point of fresh ingredients, focusing on the freshness of ingredients is a good choice. Therefore, the freshness of the ingredients was chosen as the selling point of braised chicken rice.

Step 2: Interpretation of selling points

Some companies start to promote their products in a big way after they have extracted their selling points. I just laugh at this situation. No wonder the brand cannot be promoted. The selling points we promote must be interpreted content, not directly extracted content.

Continuing with the example of braised chicken, after using the freshness of the ingredients as a selling point, can we directly print the freshness of the ingredients on flyers and use them as soft-text content for publicity and promotion?

The answer is no. The freshness of the ingredients is the ultimate expression of the selling point, and what we want to promote is the interpretation of the selling point. For example: Qiandama does not sell overnight meat. They interpret the selling point of fresh ingredients by not selling overnight meat, and use specific behaviors or numbers to interpret the selling point. The content of this interpretation is what needs to be promoted vigorously.

The ingredients of braised chicken are fresh, and we can also learn from Aunt Qian and interpret it by not stewing overnight chicken. This is just an example. In fact, there are many other ways to interpret the freshness of ingredients, such as: only purchasing 3 chickens a day and making only 30 servings of braised chicken rice (I guess 10 servings of 1 chicken); direct supply of raw materials from Shenzhen farms, and purchasing raw materials according to the number of orders placed by appointment; the lunch supplier for a nearby primary school; there are many other ways, and you can use your imagination.

To illustrate with a familiar example, the selling point of Xiaomi mobile phone is its good performance. They interpret this selling point as "Xiaomi mobile phone is fast". In order to make the interpretation more convincing, Xiaomi running points is their favorite method. Since they said it is fast, how fast is it? Just run a test and you will know.

Many brands only focus on the front but not the back. Everyone says that their products are good and their food tastes good. If you continue to ask, what is good about their products? What’s so good about the taste? I don’t know what to make of it, and this is exactly what can really impress users.

When asked about the freshness of the ingredients for the braised chicken, my answer is: purchase 3 chickens every day and make only 30 servings. Before I knew it, I was using hunger marketing.

Step 3: Making selling points

The first two steps are mainly mental activities, which are time-consuming and energy-consuming. We once spent a whole week thinking about the selling points of our mobile game. We lost our appetite and couldn’t sleep at night. After seven days, we still couldn’t figure it out. This shows how difficult it is.

If you have come up with a selling point, congratulations, the most difficult step is over, but don't take it lightly, because the most important step: creating a selling point is here again.

No matter how great a selling point is, if it is not presented in a good form and only remains in your mind, it will be of no value. The creation of selling points can also be understood as the creation of materials, which come in the form of text, pictures, videos and audio. Taking the simplest text as an example, its production is far from as simple as we think.

For the braised chicken, only 3 chickens are purchased every day and only 30 servings are made. When creating the copy, you can write a joke or make up a story. No matter what the content is, the purpose is to make users convert after seeing it. The common point of copywriting that can generate conversions is that it can touch the hearts of users and move them.

For example: why does the boss only make 30 copies? Because the boss has worked in the Fortune 500 for more than 20 years and is accustomed to the intrigues in the workplace. He wants to return to a normal life, so he gave up tens of millions of shares in Nasdaq and decided to devote himself to our community to become a sentimental braised chicken rice boss. Now that he is financially independent, he has long lost interest in making money. Doing something meaningful and valuable is his real pursuit.

The above examples are of copywriting. If it is pictures, you can take some photos of purchasing ingredients, users' likes, group photos of celebrities, etc. If it is a video, the production difficulty will be higher and the cost will be high. Now, hiring a professional photography team to shoot a video will cost tens of thousands of dollars, which is very expensive.

Once the selling points have been extracted and the content to explain them has been thought of, materials to promote the selling points have been produced. Next we enter another bloody battlefield: advertising.

We will analyze this battlefield next time.

Summarize

Each of us is surrounded by a large amount of information every day. When we look up, we see the light box advertisements on the roof, when we walk a few steps, we see the body advertisements of the bus, and when we take a taxi, we hear radio advertisements. The information a person can accept is limited. If we express the selling points in a novel and interesting way so that users can remember them and they enter their minds, then building a brand will be just around the corner.

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Author: Tiger

Source: Tiger Talk Operations