Advertising Strategy: From the Three Nations to three squirrels, you don't know the way big guys advertise outside the station
Author: Guan Zhongshe
Zhu Geliang is actually a very bad professional manager
In 221 A.D., Chairman Liu Preparing suddenly had a fever in his head, dumped his family to launch a big gamble, the result in the 猇 pavilion by the new Lusheng a fire-burning fart urine flow, fire even camp 700 miles, The old book of Yan Han basically folded most, old Liu is not Shi Yuzhu, after falling, it can not get up. Then is very familiar with the White Emperor City to the lone play code, the old Liu family although the war can not, but the boss always had people, staff psychology and acting skills or pondered. If he doesn't do it, Jun can be the lord of Chengdu. "To bluff Zhu Geliang in horror, hasten to take the burden of loyalty."
Zhu Geliang this person, the character is more honest, so it is not to deny his IQ, but he has the weakness of character, retreat is not pragmatic, six out of Lushan, nine logging Central Plains. Han's economic and military power can no longer afford to toss. Should have used the day risk to engage in closed-door country, the light to keep obscure, but he preferred the northern logging, one is to force the implementation of the "Yu Fu Han Room" corporate values, the other is to give the old Liu family an account, but also to give themselves a good reputation of "dedication". In the end, the teacher was not quick, and the country died. After a few years, our Cao Wei Group on the wind and light integration of the listing, stock code: Jin. Of course, that's the afterthought.
A little far away, here to give this example is the most important thing is to explain that the importance of enterprise positioning for advertising, weak is weak, happy to admit that small brands also have small brand play, but some small and medium-sized enterprise owners, partial to wang, put themselves on the high, the result to the market, consumers do not buy at all.
By dividing the three-country companies using the famous Boston Matrix quadrant, we can get the following results:
So this is why the history of the three countries, the Red Wall period, the United Group can and lead the brand of War I, (talent and strategy is also a kind of military strength, the Red Wall period, the military strength of the Coalition forces can be said to be more than Cao Wei) and alone as followers to challenge the leader, Wu Guo and Yan Guo respectively in Hefei and Yiling War failed reasons, familiar with the history should know, Zhang Wenyuan Weizhen, Wu Guobei also ate Wei's suffering.
Let's bring this model back into the e-commerce industry, and take the nut snack industry as an example. Just on the pie generation there is a more famous article: "Taobao nut industry's three countries" interested in searching to see. Well, that's what this model should look like.
In a commercial war environment, it is always in the superior quadrant, between the leader and the challenger. In addition to the price war, the most obvious external posture of brand competition is the competition in online advertising. Let's take off-site advertising as an example.
1. Market leader: brand awareness, and advertising marketing budget is very high. Often in the industry has the advantage that other brands can not surpass, advertising costs higher than the other quadrant of all competitors. In the position of brand leader, advertising for product categories and BD brand ads can all be classified as brand defense actions. Especially BD ads.
But at the same time, brand leaders also shoulder the responsibility of developing market crowds and product categories, because the market is limited, and there will be new opponents to join the war, so enterprises as head sheep often form a "dog-by-dog effect", in the development of rhythm and advertising marketing, can never stop.
Leader Advertising Strategy:
The leader's offense itself is defensive, on the one hand for the popular product keyword category advertising and accurate crowd, to be fully covered, and long-term maintenance of the first. In addition, it is important to put high-quality potential people on the periphery of the market. (Two points need to be reached in terms of requirements for advertisers, data mining and market sense of smell.) 2. Evaluation and grasp of the new advertising media capabilities), in addition, we should pay special attention to two points to protect the brand, one is BD advertising, the other is the long tail crowd.
2. Market Challenger: Long-term competition with brand leaders, brand attention is relatively low (which is often related to brand image) in terms of marketing and promotion costs, close to brand leaders.
Challenger advertising strategy:
With strength approaching, more investment is needed in competing words. Because brand leaders tend to be in the goal of developing new consumer groups, and new potential groups of people are not so high brand awareness and loyalty, and the leadership brand loyalty, the challenger brand recognition is low, according to domestic cpc advertising, there will be no too high click, low cost, large amount of display.
Dig deep into the long tail demand, leading brand advertisers, because the surface KPI (electric businessmen should understand this meaning) and the reasons for the performance, often make a physical error, that is, the product keywords of the popular word attention, often higher than the long tail. And the hot word, is precisely the brand challenger fell into the wind. So digging deep into the long tail is the natural choice of the brand challenger, reasonable and effective.
(Compared to Taobao, search engines are more important to solve a problem for users, so correspondingly, it is easier to filter out long-tailed people)
3. Market followers: is often the industry's old strong brigade, may have been a brand leader, such as the new farm brother, but in the latter stage, slowed down the pace of development, so such brands often become second-tier, but still not lost in the old strong brigade.
Follower ad strategy:
Brand followers are declining because they slow down and invest less in advertising. The deeper reason is that there are some aging factors within the enterprise. It is recommended to change yourself before increasing advertising marketing.
4. Brand picker: there is no brand influence, there is no high marketing promotion and network advertising budget, but often in some market corners and some areas of information asymmetry, there is still room for their survival. There is a common bad habit of preferring the shape of a blind cottage brand leader.
Leaker advertising strategy:
Brand pick-up leakers' promotion budget is often relatively low, not even, then the need for long-tailed people and free promotion efforts. But the shanzhai label on the brand pick-up leaker often determines that mainstream consumers will not be their first choice. (So many corporate cottages with the image of three squirrels, make the whole Tmall nut industry like the animal world really works.) )
Pick up the gap type of brand, because most of the small companies, planning and promotion of low quality personnel, often in the enterprise's operating processes and links have certain loopholes, and most importantly, silk brand lack of their own performance.
Why is the pick-up and repair brand less infectious? What is brand infectiousness?
A: Brand infectious power is a more complex understanding, involving logo color photo design website operation, you can think of all aspects, but the final amplification and promotion of all this, still depends on the media.
Put the brand infectious power, put in the pick-up and repair leakage class here to explain, precisely to explain advertising and media, for the brand communication of the instrumentality, intuitive description is that the brand is very beautiful, the back end is very smooth, then, hit the market to hit the market only effective! And pick up the gap brand, don't say smash money, often infectious internal work there is no practice in place, pondering to expand the promotion. So before you think about your advertising budget, you're still tracing on brand impact. After gradual improvement, we will consider raising the budget.
Here's a mature e-commerce brand, Ave, to illustrate what small brands lack of brand impact
Among them, brand infection, the most important part is brand recognition, many small and medium-sized sellers, often in the absence of brand recognition, on the blind marketing, the result of course can only come back.
Brand is the type of play, not necessary to write completely on the brand document, as long as the occupation of the consumer mind, so that its identity, all belong to this type of play. Aren't three squirrels nuts?
Why, as an industry leader, invest in BD advertising (e.g. Baidu branding) to protect brand words?
A: 80% of netizens will search the search engine for the official website image of the enterprise as one of the criteria for the credibility of the company and products.
For some enterprises, the biggest mistake is that the company brand keyword ads, give up BD ads, but in fact, based on the Internet users click on the heat habits, BD ads, you can squeeze the opponent's ads to the bottom or right, the combination of the two can protect the brand, so that the opponent has no opportunity to take advantage of.
Above, three squirrels, respectively, the use of encyclodedic, BD advertising (starting line) brand keyword direct investment, and even Baidu micro-purchase also quietly opened advertising space, which is no other home resources, for strict silk stitching brand protection
Here's Ave Essential Oils, probably based on Master Carved's consistent self-confidence (Ave is Essential Oil) and the fact that the essential oil market is not as homogenized as the nut market, and that Master Sculptor has not chosen to carry out large-scale brand protection. But brand words are heavily delivered by rivals and platformers (platform vendors tend to land on category pages rather than brand pages, and brand traffic is lost once)
As a brand leader, in addition to the above basic marketing strategy, what else to pay attention to?
1. Brand leaders themselves have a certain amount of user data, which is the advantage of other brands can not be compared, (squirrels have their own user database) in the high rate of repeated purchases in the industry, should be more research, how to use these user data for in-depth marketing
2. As far as brand leaders are concerned, because they already have great brand influence, the corresponding brand negative information is also very easy to be magnified. (And negative information will always appear) so in the public relations need to be more strengthened, especially, understand the media and promotion of public relations.
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