What are the marketing highlights of Three Squirrels?

“Three Squirrels” meets the snack needs of many foodies with its delicious and diverse nut snacks, and quickly wins the favor of a large number of consumers, thus becoming a leading e-commerce food category. Ranked NO:1 nut brand. Let’s talk about the marketing connection of the three-armed squirrel.

1. Brand personification: zero distance from consumers

When a customer comes into contact with the three squirrels for the first time, it will leave an indelible impression on the customer at the first time. Those three cute squirrels - Shu Xiaojian, Shu Xiaoku, and Shu Xiaomei.

If you think that Three Squirrels is nothing more than relying on animation marketing to win, you are totally wrong.

The "cute" marketing of three cute squirrels is only superficial. Its essence is that it directly personifies the brand and replaces the traditional relationship between merchants and consumers with the relationship between owners and pets. This is the essential meaning of the three squirrel animation marketing.

Customer service communicates with customers in the tone of squirrel pets. The customer becomes the owner and the customer service becomes the pet. Therefore, customer service can act coquettishly and form a more vivid image in the minds of customers through a unique language system.

Such a chat method transforms the entire transaction process into an interactive and dramatic communication process. With the help of the host culture and three cute squirrels, the brand is no longer condescending, but friendly, real, and highly experiential.

2. Going deep into human nature: selling pop culture and humanistic care

Although cute culture is very popular, Zhang Liaoyuan is very clear: pop culture is fleeting. The Three Squirrels must have an enduring positioning and adjust its connotation in time with the trends of the times.

Zhang Liaoyuan believes that the reason why the three squirrels arouse people's love is that they can bring happiness and should be embedded in consumers' lives at any time.

Under this concept, three squirrels established the Squirrel Meng Factory Animation Culture Company. They hope to create Internet cartoons, animation collections, and children's books to bring happiness to their owners.

Three Squirrels is no longer a simple nut brand, but a company that sells happiness

3. Exceed customer expectations in all details

Consumers tend to show off Compare cool products, or share joy and vent complaints. The sharing and spread of this emotion will affect the purchasing behavior of the circle of friends. A simple post marks a huge change in purchasing behavior and a change in the right to speak in the commercial field. This will be an era dominated by consumers.

One day, Zhang Liaoyuan suddenly had an epiphany: to stimulate word-of-mouth and sharing on the Internet, customers must scream and be happy. What makes customers scream is not necessarily the product itself, but the surprises other than the product. At the same time, he also found that the trigger points for people to scream are nothing more than two reasons: first, you make users feel caring through details, and second, you get extra benefits beyond the product.

In the end, he came up with the Squirrel user experience strategy: "Exceeding user expectations in every detail and creating services that make users scream is the core competitiveness."

4. Reversely deconstruct the demand chain from the customer's perspective

Zhang Liaoyuan proposed that stupidity and actions speak louder than words, which means truly standing in the perspective of consumers and reflecting almost harshly. , if I were a consumer, what kind of service details would impress me, and then I would satisfy them one by one.

For example, Zhang Liaoyuan found that when consumers buy nuts, they definitely need a garbage bag. So, three squirrels were placed in the package, and the cost of placing one was 0.18 yuan. This added additional costs, but Consumers will be deeply moved by the three squirrels' attentiveness and thoughtful care.

5. Continuously create "surprises" to impress consumers

The experience of "Three Squirrels" is the result of reverse thinking - integrating every demand point of consumers Or the screaming points are connected in series to form a line, which ultimately surprises consumers.

After placing an order, you will receive a text message like this.

"Master, the forest food you ordered at Squirrel's House, the squirrel box has been fully dressed and is running towards you at full speed~ Wait patiently. Remember to give 5 points if you are satisfied~ Hehe~ , unsubscribe reply TD Three Squirrels "This is the first surprise.

During the unpacking process, the box opener was taped to the side of the box. Using this box opener, the owner can easily open the box.

The "Master" got a second surprise.

Exquisite packaging, the "owner" got the third surprise. Nutshell bags are the fourth surprise.

Once nuts get wet, their taste will be greatly reduced. For this purpose, three squirrels prepare clips. The "master" got the fifth surprise.

......

Surprises come one after another, and these points are strung together to form the ultimate experience system of the three squirrels.

Zhang Liaoyuan told the team: "Smart marketing means that every point must be unique. Only in this way can it be noticed and spread.

What makes customers scream The premise is to find every itch and pain point.