Three big steps to teach you how to run a successful marketing campaign

As long as you find the connection point between products and users, it is good marketing. What do you think? In July 2015, about 300 Spartan warriors suddenly appeared on the streets of Sanlitun, Beijing, parading on the streets with rock salads in hand, which broke everyone's circle of friends and even made it into the newspapers of foreign media. Although this matter is extremely popular, few people know who the brand behind it is. At most, they know that it is a salad maker. Was this marketing event successful? It was very successful because from a communication perspective, almost everyone knew about the Spartan warriors' brave march to Sanlitun. But what was the actual effect? But almost none. These activities have good communication effects, but are they effective for our marketing? In fact, it is not a reciprocal relationship. We may spend a lot of money and spread a lot of traffic, but the actual effect is almost zero. 1. The first step in correct marketing: Find the value of the product to the user. How to judge whether a marketing event is good or bad: As long as marketing can find the point of integration between the product and the user, it is good marketing. So, how to find the integration point between products and users? As the former marketing director of Maimai, I would like to share with you the marketing strategy of Maimai. In the early days of Maimai, we felt that our products and functions would be used by many people, so we made a lot of sharing links in the product so that users could share it with their friends. This is what all new products do. But we immediately discovered that everyone’s awareness of the product was very low, and many people had difficulty even pronouncing its name correctly. Later, we thought that since users could not understand the purpose of the product, we had to give it a concept. The simplest way is to find a comparison. At first we planned to find LinkedIn, but we encountered another problem. Most people only knew LinkedIn and the name, but still didn’t know what LinkedIn did. Later we thought that since everyone doesn’t know LinkedIn, then everyone knows WeChat. So we found the biggest similarities between Maimai and WeChat, and put up the slogan "WeChat for life, Maimai for work." to let everyone understand that it is the work version of WeChat. Now when users see Maimai, they know what it probably does. This is a crucial early step. It doesn’t matter who you are, it’s more important who the user thinks you are. Many people who make products are very good at sales. When advertising, they will be willing to talk about what is good about the product and then talk about a lot of advantages. In fact, users do not pay attention to these advantages. These things are of no value in the minds of users, because as a product manufacturer, you will feel that I may have done something outstanding in some aspects. But that’s not what users really care about. What users really want, users will not say clearly. You need to be a judgmental person and understand what users really need, rather than users asking a question and you answering a question. 2. The second step of correct marketing: Turn value into communicable content 1. Strengthen the scene "No gifts will be accepted during the holidays this year, only melatonin will be accepted for gifts." This advertising slogan has been used as the melatonin for health care products for more than 20 years. , and consumers have been listening to it for 20 years. Melatonin has been strengthening its gift-giving scene, and consumers will first think of it when giving gifts during the New Year. This is a typical content production based on value points, and the method is to strengthen the scene. The scene is divided into four parts: time, space, user and behavior. The purpose is to allow users to naturally think of this product at a certain time, a certain space, and a certain event. Although this thing sounds simple, it is very difficult to do in practice. It is equivalent to planting a remote control bomb in the user's mind. When the user thinks of your product, it will drive him to choose to use your product. For the scenario, it may be in a relatively monopolized market, because I need to quickly occupy this market, then occupy the minds of users, and establish sufficient differentiation from competitors. Once users remember this product, it is very difficult to remember the second product. If you think your product is very innovative, I suggest you give priority to the scenario, or you can create a more segmented scenario opportunity, and this scenario has very great commercial value. 2. Strengthen selling points Selling points are closely related to human nature, or they are the weaknesses of human nature, parasitic on people's greed, laziness and jealousy. Almost all e-commerce companies offer low prices and discounts, because other slogans you use are ineffective. Low prices are the most effective for users and can influence them the most. For example, annualized income allows you to get greater returns, and investing the same money will definitely be more effective.

For example, you can get 80% off every 99% of daily fresh food, which is the most impressive. "Five minutes of charging, two hours of talk time", "20 million soft light dual cameras", "too beautiful to be powerful", etc., all domestic smartphones are competing in the same scene. At first, Xiaomi proposed cost-effectiveness, but later found that the prices in the domestic market were almost the same, and there was no cost-effectiveness at all. So mobile phones began to look for their own characteristics, and focused on these characteristics to influence users. For example, the Nut mobile phone is "too beautiful to be powerful", which essentially means that the mobile phone has a beautiful appearance. "Five minutes of charging, two hours of talk time" emphasizes its fast charging function. By strengthening your own selling points to influence users, in a relatively competitive market, you can accurately cut a piece of the cake belonging to your product. This is a way to influence users through the market. 3. Reinforcement symbols: What is the difference between Coca-Cola and Pepsi-Cola? Some people say that Pepsi-Cola is slightly sweeter than Coca-Cola, but most people can't taste it. In fact, the biggest difference between them is the color, one is blue and the other is red. Whether it is a spokesperson or a brand advertisement, they are all strengthening their color characteristics. In the beverage industry, the product itself does not have many characteristics and needs to rely on symbols to strengthen its competitiveness. The same is true for the most popular bicycles, which use color to distinguish their symbols and expand the influence of the symbols. The best proof is that "ofo*** Shared Bike" was later renamed "ofo Yellow Bike". Symbols are related to people’s feelings. Such as vision, hearing, smell, and feeling. We slowly perceive something through the five senses. Symbols shorten the path of user perception and allow users to remember my product at once. Symbols are the smallest communication currency and the easiest for users to remember. If you turn the scene or selling point into a symbol, it will be easier to spread and remember. But in the final analysis, you judge your position and choose the right way to influence your users. 3. The third step of correct marketing: Find target channels to spread the word to users. Before, Jinmaimai cooperated with apps such as Mobike and Diyi Bus, and posted a lot of heart-wrenching anti-chicken soup words against office workers on Mobike. The humorous approach is very popular with office workers, and Maimai is positioned as the work version of WeChat. Most of the users who use Mobike and buses every day are office workers. The target users are the same, and the marketing effect is doubled. The problem of marketing is to use the right things to influence the users I want. These three steps are a relatively complete marketing process. Focusing on the characteristics of my products, I influence the users I want, and then gradually increase our visibility in a certain field. Through this power, I slowly expand my influence, and then influence more users. This path is relatively common, and it is the most successful and relatively correct marketing method. Author: Yang Ze, former Marketing Director of Maimai