Ms. Jin xia, President of @comm content integrated communication, was recently invited to be the lecturer of "transformation battle, 1000 lectures" hosted by wu xiaobo, a well-known financial writer, and his "we media" platform. The theme of this class is "transformation war -- Internet opportunities for traditional enterprises". Ms. Jin xia will discuss with students about her and her company's long-term service experience for many fortune 500 enterprises.
，The post-80s and post-90s consumers have very special requirements and are not easy to serve?
，Chinese companies are doing great business, but branding is just beginning?
，How should a fun fun marketing plan?
Faced with these problems, Ms. Jin xia put forward six points of view, sharing her own experience and transformation point of view: how to ignite social network with a small matter?
Point 1:
"Content that isn't funny doesn't spread."
Content marketing in the Internet age, to be elicited by a very interesting topic, is no longer as hard as before.
It is best to use events that are not branded。The recent "DUANG" is a good example. People find it so funny that they are interested in following it or forwarding it to their friends.
In this process, the brand can be implanted into the content, and consumers can accept it naturally.
Further, after a content attracts consumers, it can increase stickiness through long-term interaction and help improve brand loyalty.
Point 2：
"How do you blow up a social network with one small thing?"
One example: Gillette's hand razor.
Chinese men tend to use electric razors rather than manual wet shavers. One reason may be busy work, another reason is that Chinese hair is not as dense as white hair, easier to shave, all from the perspective of men's needs.
But after a lot of interviews, we found that women are more attracted to men who shave because it's sexy.Sexy, is a very interesting topic point.
So we found a female star who is both sexy and topical -- sora aoi. She posted an open question on weibo: she wanted to get a razor for her music teacher, who has a long beard, but wasn't sure which is sexier for a man: a manual or an electric one. Next, we invite you to join us with a series of engaging and interactive games. The whole process revolves around the topic of "sexy shaving" and finally introduces the product's e-commerce platform. Gillette sold a record number of hand razors that month.
｜ Sola Aoi Weibo screenshots｜
In the second year, we come to a role contrast, this time the choice of star is known by all as herself Gaoyuanyuan, borrowed from the perspective of private kitchens "candid video" was crazy forwarding, viral across major web portals, video platform, the news channels and WeChat weibo, and then the full version of the advertisement release, secondary detonation will be referred to record sales
｜ Gaoyuanyuan private house video screenshot ｜
point 3：
"Speak 'humanese' in an integrated manner."
The description of any product must be communicated to potential customers in a language that they can understand.Like a razor, you say function one, two, three, and most people think: it's none of my business. Transform it into content they like, and embed it in their hobbies, whether it's games, soccer, women, or jokes. Have an interest, will go to see to read, to intervene in this topic.
point 4：
"The relationship between brands and consumers should become friends"
The relationship between young people and brands, unlike before, is a very interactive friendship.
Take xiaomi for example. Some of its "mi fans" are the post-90s generation who know a lot about products. They will pay for a ticket to the product launch. Such a relationship is not simply a transaction, but the brand and users grow together and own each other.
｜ Mi phone's "mi fan festival"｜
Friends are long term behaviors and communication together is the most important. One thing you do at the beginning may not be perfect, but you can ask your friend to make Suggestions. He will tolerate defects in the product. The only thing he can't tolerate is not smooth communication.
point 5：
"Listen to the needs of consumers to establish supporting systems"
The phrase "the consumer is god" has been popular for many years, and probably all entrepreneurs will say so.
But listening to consumers is not so simple. Xiaomi began to pay attention to the opinions of each fan, each reply processing. However, in fact, it is difficult to quickly convey the Suggestions of fans to the product department and then solve the problem quickly. The cost of human communication and processing in the process is very high.
Not that many companies don't want to do this, but they don't have a system in place. In many enterprises, the process of consumer relationship management is very complicated, which is not so fast to deal with.
point 6：
"Marketing should give way to those who are closest to consumers, leaving the post-80s and post-90s generation behind."
The methodology of marketing can be learned, but some things cannot be learned. Different ages determine the difference of their likes and dislikes. Young people always know the most popular design and the hottest topic.
In the next ten years, the post-80s and post-90s generation will become the main force of consumption. Therefore, marketing, which must be close to consumers, should still be done by people who know enough about consumers' inner needs。If the marketing team is not dominated by young people, it should be warned: you may not be able to grasp what consumers are thinking.
Ms. Jin xia founded @comm content integrated communication (formerly known as AITE PR) in 1999. Within 15 years, @comm has expanded into a domestic independent digital marketing communication company with nearly 100 employees. Ms. Jin xia was awarded the title of "leading public relations figure" in 2014, and @comm was also awarded the title of "leading public relations company". Several online and offline cases planned and executed won nearly 20 awards at home and abroad.
