Brand sharp: How to adopt public praise strategy, occupational user intelligence, realize brand counterattack?
01
The rapid development of Internet, let Chinese brand greet a brand-new sale times, information transmission is one-way from above to below no longer, turned much dot into stereo to dotty reticulate structure however.
On the network, need to be commented on through only sometimes, the brand of enterprise of OK and infinite enlarge is beautiful praise degree. Company brand, already the times that make one's bow depends on public praise to travel.
Mention public praise sale, should know what is public praise above all? The meaning of public praise is, buccal mouth according to legend. For instance, often listen to a friend to say, such-and-such product quality how how good, such-and-such company how how individual character, this is typical buccal mouth according to legend, passing when a lot of people when, as time passes formed public praise transmission.
In Internet times, public praise is everything, it is the only way that the enterprise builds fame, credence and fortune, it is an enterprise the most powerful invisible asset.
But when a lot of enterprises do public praise, become however can find no way out, fall into advertisement circle even in, turned public praise sale into public praise advertisement.
Real public praise sale, it is the accredit in lad circle is delivered certainly. Its key is not transmission, issue trustful dispatch order however, if this question mark cannot enter you,live or the circle of the enterprise, that specification still is not public praise sale.
Start company staff especially, use a product personally or experience a service, product how? How to serve? This is the primitive user that forms public praise transmission, with your action expression comes out.
What common saying says is good: Cover a road not to stay since ancient times, always public praise is popular. People is subconscious li of brand that can safeguard oneself ceaselessly is attributive, the introduction is much, right this brand is more faithful.
Like the person that run quickly for instance, won't choose BMW; Like the person of malic mobile phone, very few meeting chooses An Zhuo. These public praise users can be brought not only tall change rate, and, return the negative effect that can reduce a brand.
Of nut category clean out a brand " 3 squirrels " , in public praise sell more under transmission jump over fire, the holiday that became a lot of families almost is necessary snacks; And in the bound that protect skin, of face film category " drive mud lane " , nod to sell with slop, attracted many female users chase after hold in both hands, successful counterattack.
02
How to adopt brand strategy, occupational user intelligence, arouse more public praise users, be about to put forward the 3 large driving force of the user here, namely product drive, affection drive, interest drive.
1, product drive:
Because product or service itself are first-rate, make the friend that the user is willing to share its periphery very much. After the user experiences, make via regular meeting " really good with! " " really good-looking! " " really convenient! " " the experience is really good! " the evaluation that waits this kind a moment; Drive more user to participate in a product to experience thereby.
For instance, after red rice Note7 is released, through the evaluation of faithful user report and public praise travel, chinese area broke through 1 million sales volume successfully inside a month, this still is only head period small lot production. Say so, this need enterprise is compared in price of product experience, mode, service, sex wait for a respect, burnish must want apparent excel person of the same trade.
2, affection drive:
Affection drive differs with product drive, it is to passed the spirit of product soul character to arouse an user. For instance you are heard " this mobile phone has feelings really! " , affirmative meeting thinks of hammer mobile phone and Luo Yonghao;
Arrive for example again " we owe ticket of a piece of his movie! " , believe to many people can think of Zhou Xing gallop, and this kind of driving force, satisfied the feeling of some kind of psychology of the user just about, let an user be willing to make conduct propaganda initiatively for the product thereby.
3, interest drive:
In Internet times, a lot of companies are in the APP software that roll out, often can design a few recommend a mechanism, share through giving a good friend, can acquire certain interest, for instance interesting head return now, the coupon that sells outside beautiful group, small letter reads buy give first-class.
Besides, still include the use of fictitious product, can separate lock more function than passing cent to enjoy like software of a few photographs; And software of a few VPN is OK lengthen through sharing use time freely. This kind starts an user to pull a good friend to be used together, let both sides win the way of the interest thereby, be the way of public praise sale with Internet the most popular times.
So how to come true above these 3 driving force, let move the brand that helps you to make conduct propaganda with householder? In reality, we a few medium and small businesses have an error: It is good to think to want a product only, make an user satisfactory, can buccal mouth according to legend, can form public praise to travel.
03
Actually, a successful public praise transmission often includes: Borrow situation, participate in, interest, guide, savour, the element of 6 big gist such as KOL.
The 1st, borrow situation
The characteristic of public praise sale is with small wrestle big, 39 batches of hoisting jack, want to be good at using all sorts of powerful potential energy to be used for personal place when the operation.
For instance can code of the order of nature of have the aid of, policy, sudden incident, it is the potential energy of competitor of have the aid of even.
Want to let others feel your ox forces, having a very swift method is you follow the person that the ox forces to make friend! You know 360 go to the United States to appear on the market, be how to persuade what button pays an investor of that group of pedantic?
They say with American, on Chinese Internet market, tecent is the biggest client carries a company, 360 be the 2nd big. Although American investor looks not to know the profit pattern of 360, but they know Tecent is how to make money however.
The 2nd is, participate in
The user chose the decision-making psychology of the product to produce tremendous change in these a few years, buy a product, from the earliest functional type consumption, to the brand style consumption later, consume to experience type again, go to millet company finally " participate in type to consume " .
Have more thorough experience to allow an user, lei Jun is frequent and active interact with vermicelli made from bean starch on small gain, ask for an user to be opposite the demand of product function, its public praise publicizes ceaseless aggrandizement.
The 3rd is, interest
Need interest dominates any action, the public praise conduct propaganda that does not have exchange waiting for the forehead is not long. So, the public praise of a brand is spreading level, otherwise breaks the interest of exciting user to nod, this are in China the market is most apparent.
For instance: What sell outside beautiful group is fixed red bag shares the job, pay the Spring Festival collect of treasure 5 blessing activity, spell great activity spelling a group, this will share conduct propaganda and user interest to undertake binding deciding, want you to move only move finger, share, you have money to earn. This kind shares the mechanism that return profit, the public praise that is cost lowest spreads way.
The 4th is, guide
The thing goes abnormality to have evil spirit surely, of public praise detonate what often need to spread way of means, transmission quickly to conduct a scheme. The most typical case is all sorts of outfit force of placard brush screen, cover a 2 dimension to pile up to change ambitious still travel.
Otherwise the audience looks only outfit force placard, cannot participate in however. How does fission travel? Cite a case, flee hither and thither hawks the gang that health care tastes at each villages and towns, often preexistence gives rural uncle the aunt in the firty few days, send an egg freely milk, do not go out 3 days, these benefit can get together remove a batch of masses that get an egg, they comparative to use an egg then " employ " the ox that come.
Next, just be the hour of real play, when promoting health care to taste namely. Here, the egg resembles is 2 dimension code, guide you to pay close attention to time and activity, reach the goal of sale thereby.
The 5th is, savour
Reveal public praise the deepest popular is to savour. In people heart, the person that drinks Maotai and the person that drink red star a strong spirit usu. made from sorghum are the person of two disparate societies.
Apparent, drink Maotai to representing the classes, and drink a strong spirit usu. made from sorghum to representing marketplace mostly small civilian. Here the mark that Maotai succeeds namely, be a position is indicative.
Still have, the person that takes yellow crane building and China thinks oneself with the person that takes big front door and Gong Dashan not be an estate. A lot of moment, people smokes yellow crane building and China, not be to smoke and smoke, however to show oneself savour and actual strength.
The 6th is, KOL
We see a kind of such phenomena via regular meeting on the network, when people is talking about a product, can say the star of so big shop sign also is being used, affirmative fault not.
Actually this is a kind " accredit is delivered " subliminal behavior, and the fountainhead that this kind of accredit delivers, often come from opinion cacique. Current, opinion cacique already deepness is permeated into small gain, small letter, shake sound, second to pat, the mainstream such as one direct seeding, little red book is gregarious platform, the form such as frequency of article of to in an attempt to, nearsightedness, direct seeding touchs Chinese netizen is as high as 700 million directly much.
Build those who belong to oneself when the brand " backing of vermicelli made from bean starch is round " , face so giant influence group, the transmission of any forms, the exponential level that brings expect likely to be less than for sale grows.
But you also want to remember, KOL itself also is one of consumer, KOL sale is not dozen of pure advertisement so simple, the person that he serves as the true consumer of the product and experience, want to communicate a kind to the user to be evaluated truely, ability is possible the consumptive pain spot of the user in stamp.
