Involve users in marketing

For a long time, the relationship between brands and users has been very clear. Users wear the title of God and choose between various brands at will, while brands can only act as service providers and try their best to meet needs. , hoping to be the lucky one chosen by God. Some people say that when product differentiation is no longer obvious, the brand battlefield shifts to the service level. Take a classic example - Haidilao. Today, when hot pot and skewers are everywhere, Haidilao relies on its excellent service and With thoughtful humanistic care, it has been firmly at the top of the catering industry for many years, but now it has hit a wall. On March 1, the topic "Haidilao expects net profit to drop by 90% in 2020" became a hot search topic. In addition to the official "epidemic impact" and "RMB exchange rate changes", the reasons were analyzed. Some netizens said that Haidilao's The service was awkward and uncomfortable. The former brand advantage has become the reason for people not to enter the store today. People can't help but sigh that the relationship between the brand and the user is so delicate. It is a scene of heaven and hell, which makes the brand's handling of the user relationship even more ineffective. clue. As the consumer market continues to upgrade and the population gradually becomes younger, the former "me-only" status of users has gradually changed. Users are more willing to experience more different pleasures in the consumption process, so blind obedience does not seem to be enough. meet their needs. Therefore, it has become very urgent to explore new relationships between brands and users. Today, Mr. C will introduce a new model to you: cooperate with users and let users participate in marketing. How to let users participate in marketing without anyone noticing? There are many forms of user participation in marketing, and some brands can even let users promote themselves without their knowledge, such as McDonald's. Has anyone ever thought about this question: Why does McDonald's choose to use paper bags to package food instead of plastic bags? Therein lies the little secret of marketing. When consumers want to take away their food after buying it in the store, the store clerk will put the bags upright to make it easier for consumers to take them away. Consumers have to hold or hold a McDonald's bag while walking. During this process, the iconic big "M" will always appear on the street, as if to remind passers-by, do you want to have a McDonald's breakfast too? And after arriving at the company, putting the McDonald's bag on the table can also attract the attention of colleagues. After eating, the bag can be placed next to it as a garbage bag. This kind of brand promotion influence can last at least one day. This is the effect of brand communication among users through some small ideas, such as the design of product outer packaging, without users being aware of it. Cooperate with users and let users participate in marketing. The highest level of the relationship between brands and users is when users take the initiative to help you with marketing. It is not difficult to complete such a cooperation model, but it requires more dexterity and creativity from the brand. 1. NetEase Cloud Music - leaving the comment area completely to users. In an era when many brands are looking for celebrities and Internet celebrity KOLs to endorse themselves, NetEase Cloud has chosen users on its own platform to maximize the power of UGC, allowing They leave their stories about themselves and the songs in the comment area, turning the comment area into a youth community, attracting more and more young people to join. By comparing different music types APP, everyone will have a profound feeling that listening to music on NetEase Cloud does not seem to be a lonely thing. The comments under each song represent young people who have the same past. This This music is my past, and this music also allows us to start over again. That’s why some people say that the most valuable thing on the NetEase Cloud platform is not the songs that are exclusively authorized to be played, but the experiences you and I have reflected under each melody. By connecting music with one's own life story, NetEase Cloud Music Platform gradually becomes warmer. Everyone reads and comforts each other, just like friends in life. Later, NetEase Cloud's marketing method was to use the most popular copywriting in the comment area as its own advertising slogans and post them in the subway, so that every young person who has experienced a day of fatigue can read similar emotions. Listening to music is an activity in itself. Things that cover up reality and purify the soul happen to appear at the softest moment in the user's heart, which creates a steady stream of new users for NetEase Cloud.

2. Jiang Xiaobai - I have a bottle of wine and I have something to tell you. When it comes to ingenious thinking and creative marketing, Jiang Xiaobai has to be mentioned. Before Jiang Xiaobai appeared, no one thought that the marketing method of liquor could be so interesting. Liquor originally only appeared on the dining tables of older people, but now young people regard drinking Jiang Xiaobai as a This way of life is very fashionable. How does Jiang Xiaobai use his relationship with users? In addition to introducing the attributes and characteristics of the product, the label on the bottle can also be used to convey language and emotions. This is Jiang Xiaobai’s expression bottle. Write what I want to say to you on the bottle, and let you understand my thoughts with the help of this bottle of wine. Jiang Xiaobai has completely subverted the past model of "what the brand says, what users listen to", and instead allows users to participate through H5 The writing of quotations transfers the initiative of speaking out to users, focuses on their sense of participation, stimulates the desire to express, and makes users become the protagonists of Jiangxiaobai brand. In a brand, users can find their own sense of participation and value, and let the brand grow up through the user's actions, thus becoming more dependent on and caring for the brand, just like they treat their own children. This is how NetEase Cloud and Jiangxiaobai handle users. relationship approach. 3. Lynk & Co - Become friends with users. Recently, there have been frequent news about Baidu building cars and Xiaomi building cars. Every brand wants to exert its influence in the automobile industry. Even with such great competitive pressure, Lynk & Co still has the most loyal customers. a group of users. According to incomplete statistics, Co:Club, the official club innovatively created by Lynk & Co, has nearly 1 million fans as of the end of July 2020; and as an important link for communication between Lynk & Co and users, Lynk & Co APP currently brings together more than 920,000 fans Registered users and daily active users can exceed 90,000. The reason why the Lynk & Co brand can be labeled as "younger" is because they are willing to listen to the opinions of young users, discuss design concepts with users, constantly meet user needs, improve user satisfaction, and let users become the brand and reputation The main communicator is the source of Lynk & Co’s innovation and growth. Every product delivery is the beginning of Lynk & Co's partnership with users. Only by becoming friends with users can we understand their voices more seriously, improve user experience, and achieve product innovation. In summary, the reason why the relationship between brands and users is complicated is because the brand itself has not considered clearly what kind of attitude it should take to face users. Although it is service, it is by no means obedience. Maintaining a strict superior-subordinate relationship for a long time is a pathological relationship, because users do not like blind submission, but the sparks of intense communication and collision, the tacit understanding formed by mutual interaction, and the growth achieved through mutual encouragement. Such a relationship Maybe it will be more long-lasting and solid, and the brand can also get more real feedback from users, and then get these valuable opinions to empower itself.