2022, new consumer brand marketing strategy!

Only by binding yourself to a growing ecosystem and taking root and cultivating it will you have a chance to break through.

The money spent on online marketing can bring temporary popularity and sales but cannot win brands and users. However, when the traffic "ebbs", consumers' enthusiasm for online consumption gradually fades.

Offline has become an imaginative space, but brand offline marketing needs to be long-term and follow the standard of "slow is fast, small is beautiful". Brand marketing in 2022 needs to not only pay attention to short-term influence bursts, but also become a long-termist and focus on the real influence construction of the brand. The brand marketing path will follow the following three directions:

1. Set a brand concept based on "creating a better society"

The consumption concept of young people has evolved from advocating fashion and luxury goods to returning to inner satisfaction, a peaceful state of mind, local traditional characteristics, and bonds between people. We call this the "fourth consumption era."

The fourth generation of consumers pursue public welfare consumption behaviors that can bring practical value to society. Data shows that the average amount spent by those born after 2000 on chasing stars is 71.3 yuan, but the amount spent on charity reaches 94.7 yuan. Obviously, those born after 2000 love chasing stars more than charity.

Generation Z is a generation with greater social responsibility, and brand marketing must look further than consumers.

After accelerating the pace of opening offline stores, Canadian national coffee brand Tim Hortons began to shift its marketing strategy to charity marketing. It has participated in Tencent's 99 Charity Platform to donate to the "Children's Literacy Education Program" and the "Pearl Picking Up Program."

The "Pick Up Pearls" program aims to help students from relatively poor families with good character and academic performance to enjoy fair and quality educational opportunities. Users who participate in the event can receive Tims charity vouchers. Tims Coffee hopes to contribute to the education cause through this charity project and help children build their dreams and future.

Consumers are becoming more rational and more socially responsible, and public welfare marketing can reversely promote the establishment of corporate brand concepts. Compared with the limitations of commercial stance, the concept of public welfare is universal. It not only reflects the long-term attitude of the enterprise, but is also a more action-oriented call for consumers and has extremely high penetration.

In September 2021, the #Little Sunflower Care for Babies Charity Project# jointly initiated by the "Little Sunflower Children's Safe Medication Public Welfare Fund" and the China Social Welfare Foundation entered Xinchao Media as its first stop. Xinchao Media donated public service advertising resources to the #Little Sunflower Caring for Babies Charity Project# for promotion of charity activities. Founder Zhang Jixue said, "Only by being a loving company can we grow bigger and stronger!"

Corporate values ​​are the DNA of brand concept, and brand concept is the supplement to corporate values. And when a company chooses to serve a better society, its brand concept must also be full of social responsibility.

2. T-shaped strategy may be the best marketing option for brands in 2022

Early-stage startups may achieve initial growth through a very small entry point. Only when a company has a clear strategy can its product matrix show consistency and stability.

The starting point of the first round of emerging new consumer brands such as Perfect Diary and Huaxizi were all single products. Only when the single products became popular and became billion-level hits did these brands begin to integrate resources to become bigger brands.

The same goes for Ramen Says, Wang Xiaolu or Daily Black Chocolate. These new consumer brands that have emerged in the second round are also concentrating their efforts on a single product to compete with the giants for the market. Casting a wide net for promotion is obviously not as effective as focusing on the product!

Once a new consumer brand has penetrated a circle with good products, it can quickly expand its brand by strengthening its marketing strategy through capital leverage and the refined operational capabilities brought by digitalization. This is also a kind of T-shaped strategy to continue the marketing of new consumer brands.

For example, David Mop is positioned as a mop expert and has reached a three-year, 300 million yuan strategic cooperation with Xinchao. Through repeated exposure through elevator advertising, it has quickly completed the leap from a regional brand to a national brand. Data shows that in the first four weeks after David Mop was launched in community media, online revenue increased by 2 times. Through a series of subsequent social marketing, word-of-mouth and fan recognition were established.

The T-shaped strategy executed by David Mop is a strategy more suitable for the fragmented era.

Its strategic penetration focuses on products, using practical ideas to impress consumers and convince them to pay. Industries that make quick money and brands that fail to bring real value to consumers will eventually suffer backlash.

The breaking point of the strategy lies in marketing. Penetrate a target group through various means, then transfer traffic through integrated marketing and ultimately achieve influence beyond the circle.

The essence of so-called integrated marketing is to integrate various independent marketing into a whole. The key is to integrate resources and make a "unified" voice for the brand through multiple channels in order to achieve the goal of "all efforts and benefits come from one source". Brands need to first use precision marketing to vertically penetrate target users, and then use integrated marketing to continuously expand the scope of communication.

The T-shaped strategy may be the best marketing option for brands in 2022.

3. Clever use of new media, new content, and new forms

A large number of new consumer brands have sprung up in large numbers. Some people have summarized their growth paths and found that they have three unified marketing strategies:

1. 20,000 Xiaohongshu notes, 10,000 Douyin videos, 3,000 Bilibili videos, and 1,000 Zhihu Q&A articles;

2. Find top anchors to start live broadcasts and recommend them;

3. Open a store on Tmall, JD.com, Pinduoduo, and Douyin.

Thanks to traffic tools such as short videos, coupled with the precise distribution of artificial intelligence and big data, and the experience brought by live streaming, the efficiency of traffic conversion can be greatly improved, thereby driving the popularity of new consumer brands.

However, as the online traffic dividend disappears, the cost for brands to purchase traffic is getting higher and higher. It will be extremely difficult for new brands to achieve the same growth in the future, unless they find another fast-growing ecological environment to take off. Elevator media is the most typical offline traffic black hole and can fully support a trillion-level market ecosystem.

In December, GroupM Global released its latest industry forecast report "This Year, Next Year", which shows that outdoor media growth will reach 14.9% in 2022.

Elevator media has the advantages of wide reach and strong impact. Taking community media as an example, first of all, with a weekly reach ratio of 92%, community media has become the outdoor media with the highest reach rate in the community, almost 100% reach.

The seven-times rule theory popular in the marketing world states that users will only truly understand a brand and develop enough trust in it after seeing its advertisements seven times in a row before they are likely to initiate a transaction. For community users, they take the community elevator four times a day on average, which allows them to quickly complete “seven memories” of the brand and then complete a transaction.

On the other hand, digital media gives brands greater room for imagination in offline marketing. Xinchao Media has successfully created China's first offline digital advertising platform - the Life Circle Intelligent Investment Platform, which can realize intelligent delivery of label screening, intelligent matching, dynamic tracking, online monitoring, and effect attribution.

A smarter and more cost-effective delivery method can bring better traffic conversion to the brand and save 50% of the communication costs.

Considering the influence of TikTok on the Internet from text and pictures to videos, the ecological potential of elevator advertising is promising. Who says whether live streaming sales will be supported in elevators in the future?

In short, only by binding yourself to a growing ecosystem and taking root and cultivating it will you have a chance to break through.

Author: Community Marketing Research Institute

Source: Community Marketing Research Institute