25 Marketing Operation Experiences That Will Keep Opening Your Mind (Part 1)

There is no standardized perfect solution for marketing operations . However, in life and work, there will always be some knowledge points or experiences that can suddenly enlighten you and give you a burst of inspiration. Therefore, this article provides you with 25 marketing operation experiences that can open your mind. This is the first part. Let’s take a look~

Many times, it’s not that we can’t think of it, but that we don’t see it. When we see it, we can often do better. For some questions, I always like to take them out and look at them frequently, organize them, and then think about them carefully. And every time, there are always some gains and inspirations!

This feeling is really wonderful for me, it's like a flash of inspiration in my head, just like turning on a light.

Below are some great experiences and cases that contain tremendous energy and inspiration. If you look closely, your brain will be activated without you realizing it. I have published similar articles before. This time I have added more knowledge points, experiences and cases. While inspiring myself, I also want to provide some inspiration for others.

1. Same offer, different options

For a sofa that costs 4,000 yuan, do you think a 20% price reduction is more attractive, or an immediate discount of 800 yuan is more attractive?

I would choose the 800 yuan discount, and I feel like I made a lot of money.

For that 50-yuan water cup, do you think a 20% price reduction would be more attractive, or would an instant 10-yuan discount be better?

I would choose the 20% discount again, because at this time I feel that the "20% price reduction" seems to be a bigger reduction.

Although different products have the same discount amount, the two statements do produce different perceptions. In my opinion: for high-priced products, it is better to use the actual discount amount to show the price reduction promotion; while for low-priced products, it may be better to use the percentage discount to show the price reduction promotion.

There’s even a saying about how to write promotional price reduction copy : when your original price is higher than 100, you should use the actual discount amount to show the discount. When your original price is less than 100, you should display it as a percentage discount.

2. Mineral water can also save print media

Japan's "Mainichi Shimbun" is a traditional paper media. In order to restore the influence of its newspaper, "Mainichi Shimbun" printed its own content on a batch of mineral water bottles and sold them on supermarket shelves.

In terms of pricing, this batch of mineral water named New Bottle is priced about half of other mineral water brands , and the packaging is the real content of newspapers, which immediately triggered a buying craze. Taking this opportunity, the Daily News placed a QR code on the bottle, which users can scan with their mobile phones to read the news. Through this move, the Daily News won back users who had originally abandoned print media.

After discovering the market potential of New Bottle, the Mainichi Shimbun once again launched donation water and informed users that the profits from this batch of water would be used for different charity projects, such as the post-earthquake reconstruction fund in Japan. This strategy won the favor of a large number of users and expanded the influence of New Bottle and Daily News.

You can read the article "There is always a bitch who is a bolt from the blue for peers and a huge surprise for users. "

3. Big toaster or small toaster?

When San Francisco-based Williams-Sonoma first introduced its $275 home toaster, most consumers were uninterested.

At that time, everyone would think: What the hell is a home toaster? Do we really need to bake bread at home? Is it dangerous to have children at home? Is the baked bread delicious? In short, when it comes to new things, everyone always has a lot of questions.

As expected, the toaster's performance was very poor, so they sought help from a professional marketing research company.

The company's final plan was to launch a new model of bread maker, which would not only be larger than the current one but also cost about half as much as the existing model.

Originally, Williams-Sonoma was not optimistic about this plan, but decided to give it a try. As a result, after the big toaster was launched, no one was interested in it. However, what made them excited was that the sales of the original toaster began to increase.

The reason given by this professional marketing research company at the time was: When consumers decide whether to buy something new, they will have many concerns, and these concerns cannot be compared, so it is difficult to make a purchasing decision.

Therefore, their plan is actually a use of the "bait effect". By using an unreasonable option, we can make our target option seem more reasonable, and we can even make competitors our bait.

Many stores will place a super expensive, luxurious-looking product that has virtually no sales, just to make their other products look less expensive and more intuitive.

4. Jobs ’ Awesomeness

There is a very interesting and classic business story. When Jobs persuaded the president of Pepsi to join Apple, he said something very interesting. Many people saw Jobs' extremely persuasive eloquence from this short sentence.

"Do you want to continue selling sugar water for the rest of your life, or do you want to change the world with me?"

This sentence is actually very interesting. What Steve Jobs said was not persuasion at all, but a dimensionality reduction attack. The brand dimensions he compared were completely different.

When Steve Jobs talked about Apple, he used the dimension of brand concept: changing the world . When he talked about Pepsi, he used the most basic product fact dimension: sugar water .

In fact, Apple and Pepsi are both great companies doing equally meaningful things. One is innovation to change the world, the other is persistence in youth without limits.

But Uncle Qiao's words made a completely different story. In fact, think about it, if we use the same dimension, it will be completely different:

"Do you want to continue selling sugar water, or sell computers with me?"

5. German creative company plays with toilets

There is a company in Germany that operates free public toilets. It has an annual income of 220 million RMB and has defeated Mercedes-Benz and BMW to become the most creative company in Germany! Big brands such as Apple and Chanel are lining up for cooperation. The cause was that in 1990, at the auction of the operating rights of public toilets in Berlin, Germany, a young man said to the government: If you give this toilet to me, I promise to provide it for free.

At that time, everyone thought that this man was crazy. His competitors did the math for him. Even if he charged a high price of 0.5 euros per person per time, this young man would still have to lose 1 million euros in a year! However, this young man, who later became Germany's famous "toilet king", broke the rules and jumped out of everyone's stereotyped thinking.

He asked the government to give him the advertising rights for public toilets, and then ignored people's criticism of him and worked hard to build one public toilet after another.

He spent a lot of money to hire professional designers from Japan and Italy, and incorporated various elements such as animation, models, movies , and games into them to ensure that all public toilets are both stylish and interesting. So, Wahl designed the exterior walls of many toilets in Berlin into advertising billboards.

He even took into account the Germans' habit of reading while using the toilet, so he printed literary works and Sudoku puzzles on toilet paper for people to read. He also installed public telephones outside each public toilet to maximize the user experience .

In this way, the Val public toilet has become an extremely powerful traffic entrance. It turns out that what Val wanted to build was not a public toilet at all, but a high-density advertising display network.

6. A simple tip for a useful title

No matter how good the content of your article is, the title directly determines whether users will click on your article.

We know that titles need to attract attention, generate curiosity, arouse interest, stimulate desire, resonate emotions, guide actions, create dissemination, and so on.

Generally speaking, when we see a title, our brain will not do complex analysis. It will immediately choose whether to click based on some basic information, desires, etc.

Therefore, what we need is to extract one or more exciting keywords and present them intuitively in the title so that we can hit the users at once. I call it a headline buzzer.

And one of the tricks to quickly boost your title's click-through rate is to split the keywords in your title, remove useless auxiliary words and adverbs, and see if the remaining keywords can catch the eye and prompt clicks.

For example: "What is it like to give up a high salary, a beautiful wife, and a big house and run to the mountains to be a savage?"

This title can be broken down into: "Give up high salary, beautiful wife, big house, go to the mountains, savage". In my opinion, these are all triggering words, all for the purpose of creating conflict and arousing curiosity.

7. Specific scenarios come before brands

For a brand to occupy the minds of customers, it must first have a clear scenario or task, which is also called the brand/product entry point. Every consumer has many different tasks and scenarios every day and needs to buy different products to solve these tasks. This is the entry point for this category or brand. For example: when eating hot pot, you think of Wanglaoji ; when working overtime or feeling tired, you think of preparing a few bottles of Red Bull.

Tehdore Levitt, a marketing professor at Harvard University, once said: People don’t actually want to buy a quarter-inch drill, they just want a quarter-inch hole!

We are not creating new cognition for consumers, but occupying a cognition. No demand is created, it is just moved.

What we want to do is to make sure that when consumers are faced with a certain task or scenario, we are the first person they think of.

8. Have you ever thrown away water because you were afraid of taking the wrong bottle?

Have you ever encountered such a situation: during group activities, because the mineral water bottles of the same brand look similar, you will inevitably forget which bottle you just opened. For the sake of hygiene, you have no choice but to open a new bottle, so the previous bottle that was not finished is wasted.

So, how to effectively reduce this unnecessary waste? Arxan Mineral Spring has specially made an environmentally friendly handwriting bottle with a scratchable coating.

On the basis of the original bottle label, a special ink coating of the scratch card is added. Consumers can leave their own exclusive marks, such as text or graffiti, on the bottle with just the movement of their fingers. This way you can distinguish your bottle from others' mineral water and easily find your own bottle.

So you see, in addition to the product’s own craftsmanship, product innovation can also be approached from the perspective of consumer behavior habits. With a small change, you can quickly find your bottle of water with just a few clicks, avoiding unnecessary waste.

9. Good content is essentially about solving anxiety

What is the key to creating content products and writing articles?

It should be to help users solve problems! Anxiety has become a huge problem that cannot be ignored. Whoever can solve it will win the favor of users!

Everyone has different needs for content, but there are three types of content that everyone needs:

1. Everyone needs skill guidance and practical content.
2. Everyone needs something that can provide comfort, relieve stress, or help express or even vent emotions.
3. The third is news hotspots and industry information.

To sum up, users have "knowledge anxiety, emotional anxiety, and information anxiety", and they are very anxious.

Our content is mainly aimed at helping users solve these three anxiety problems based on our own positioning. Provide practical skills guidance, help with spiritual comfort, and relieve information anxiety.

Such content may be easier to survive and more likely to be favored by users. Therefore, there is no secret to good content. In essence, it is created to solve anxiety.

10. Where did mint toothpaste come from?

Brushing teeth in the morning and evening has become a lifestyle habit for modern people, and the refreshing mint scent has become a symbol of oral hygiene. However, the toothpaste that was first launched did not have any flavor. What happened in the meantime?

People at that time did not have the habit of brushing their teeth, let alone the habit of buying and using toothpaste, so many toothpastes produced during the same period did not actually sell well. A smart businessman, Hopkins, made a very important improvement when making his own toothpaste "Penax": he added citric acid, peppermint oil and other substances to the toothpaste ingredients, which produced a special effect. After brushing the teeth, there will be a particularly refreshing feeling. This feeling makes people think that the mouth has become cleaner.

This improvement brought about a magical effect: when people feel their mouth is not clean, they will want to brush their teeth to get a fresh and clean feeling. So no matter how late it is at night or how tired you are, you must brush your teeth with your eyes closed. The sales of toothpaste are naturally getting better and better.

Although this refreshing feeling does not play a big role in cleaning the mouth, it brings "added value" to the toothpaste by enhancing its cleaning function. Such a small improvement has promoted the formation of a habit among people on Earth.

11. 8 tips for the beginning of a public account article

How to write a good introduction to a public account article? Here I would like to share with you some of my thoughts:

(1) Related to “I”

People will always care about things that are related to themselves, and they won’t care about anything else you say. Therefore, if you want the content of your article to attract him immediately, "relevant to him" is definitely a good choice.

(2) Concentrated essence

If your article is long, difficult to follow, or not very exciting to read, you can briefly summarize the main points of the article at the beginning.

(3) Describe the reader’s pain points and hit the reader’s key points

The article begins by raising the pain points of the general public to stimulate interest, and then gives suggestions or solutions.

(4) Create suspense and stimulate curiosity

This is probably the most common form of article opening, which is to create suspense, stimulate curiosity, and pique the reader's interest from the beginning. If you pique my interest in something but only tell me half of it, I'm going to feel really bad.

(5) Start with a golden sentence to trigger resonance

Starting with a golden sentence is also a good way to start an article, because it can set the tone for the entire article from the beginning and it can easily resonate with readers and stir their emotions.

A famous quote can be an adaptation of a famous saying, a segment, or a joke. However, as the saying goes, golden sentences are hard to come by, so if you can't hit the mark, it's better not to write.

(6) Tell a story that appeals to both men and women

Our love for stories doesn't seem to diminish at all as we age. It seems that everyone around me loves listening to various stories, both men and women.

(7) Be straightforward and state your point

In fact, many self-media accounts now write articles without as many twists and turns as before. Many people will start their article by talking about the topic, and tell everyone directly: what happened to me, what I want to say today, what my opinion is, what I think about XXX incident... and so on.

(8) Introducing a news or event

News is also one of the content forms that readers can best accept. Especially in today's content startups , it is inevitable to follow hot topics, and most of the hot topics are based on a big news or major event.

Therefore, such hot articles usually begin with a brief introduction to the big news or event.

12. Success stories and failure stories

If you want to learn marketing or operations , we all like to look at "successful cases", but we should review "failure cases" even more.

Especially in this era, there are countless opportunities for success, and we see various screen-sweeping cases every day.

You may see a successful case and praise it repeatedly; see another one and be amazed at its creativity; see another one and applaud it again. There are indeed a lot of references for us. But when you succeed, everything seems to be right and everyone applauds, but this actually hides some of the crises.

Think about it, in the failed cases, they also had advanced marketing strategies, amazing creativity, and strong background, but why did they still fail?

This is the key point.

above.

Source: Mumu Laozei (ID: mumuseo)