Cao Wei Chang
Consultant of Nanjing University Business School Alumni angel investment club, vice president of Nanjing Network Culture Association, assistant general manager of 365 taofang Nanjing new house, EMBA of Nanjing University
In the past entrepreneurial experience, there is a word that is often mentioned: traffic. Especially in the entrepreneurial logic of the Internet, the size of user traffic or online traffic is likely to directly determine the valuation of the company, so the company will invest resources in strategy to obtain traffic, that is, traffic is the market.
Before the advent of the Internet age, the offline store traffic is the store traffic. After the Internet age, with the rise of Internet platform giants such as Taobao tmall jd.com, the past store traffic has changed from the shopping behavior of the crowd to the online attention. The value and cost of online traffic are also increasing. For physical stores, embrace the Internet to move The platform in the era of mobile Internet has been a very important factor. People's traffic consumption behavior has been transferred from shopping to online display platform. McLuhan once said: the media is the extension of people. At any time, it has entered the era of mobile Internet, mobile phone has become an important organ of people, people's life has been completely inseparable from the convenient convenience brought by mobile phone. At the same time, for companies and stores, it is necessary to combine online promotion factors to accelerate and further promote the existing business and brand, which is now often mentioned as the new zero online and offline Discussion on the sale mode.
So in the current era and the overall economic environment, how start-ups get traffic is what we need to explore. First of all, we need to have a flow pool thinking - brand flow, effect flow. At the same time, the integration of product and effect can achieve the effect of winning the title, and then use a group of users to find more new users.
So let's explore how startups get traffic through six magic weapons:
Brand building: precise positioning of strategy
First of all, we must understand that brand is the most stable flow of the company. So we have to understand the significance of brand for start-ups. From the perspective of start-ups, there are three positioning methods to make brands stand out.
First, "opposite" brand positioning, that is to say, from the brand level, we should first understand the brand positioning of other giants in this industry. For example, the brand positioning of Shenzhou special car is a typical opposition, independent of other online car rental platform brands (at that time, there were Didi, Uber, Cao Cao special car and other brands). For the B2C taxi platform at that time, Shenzhou special car put forward a brand advocate of "safer special car". At the same time, through professional scene marketing, unique service, and alternative publicity path, we can Strengthen their own positioning, and form a unique positioning with other B2C taxi platforms. In fact, such a brand positioning path is suitable for the already fierce market development and expansion. First of all, you need to fully recognize and target the positioning of the market leader, find out the strengths and weaknesses of its positioning, and the weaknesses are your positioning path. For example, the brand positioning cases of melon seeds used car direct sale network and Terence milk are typical excellent cases.
Second, USP (unique selling proposition) is a unique selling proposition. Each product has many features and advantages, so you can start from the sales side to position your brand proposition. For example, oppo's brand advertising positioning of "charging for 5 minutes and calling for 2 hours" actually, oppo mobile phone has many advantages and advantages that can be focused on promotion from the perspective of mobile phone, but the brand positioning is to start from the sales side, with the fastest communication, the deepest impression, the most characteristics, etc., so that the brand can be mentioned and thought of by consumers as soon as possible, and then Guide the terminal to other advantages for further promotion and extension. This kind of sales scene slogan has become an iconic brand endorsement. At the same time, this scenario slogan was put forward based on the market position of a unique product function at that time. Strengthen the concept of brand and the effect of packaging.
Third: dimension up competition: as the antonym of dimension down attack, dimension up competition is not guided by brand competitiveness, but through the user's demand orientation to create or guide new needs. Rio is a typical case to create the pre mixed fruit wine category. We found the demand for low-grade bottled cocktails from many wine categories at that time. Then we started from the nightclub channel to create our own unique pre mixed fruit wine category with high appearance value, relatively affordable price and unique taste, and quickly occupied the market and the consumption habits of end consumers.
Content marketing -- creativity and communication power
In the current mobile internet promotion copywriting, one word is often mentioned, that is copywriting. Many classic copywriting are widely spread by us. Copywriting, in fact, is the case form of content marketing. So what is the direction of content marketing to highlight its own brand characteristics? First of all, it's easy to spread the brand by the hot spot. For example, the national day of the 70th anniversary is a hot time for the whole people. For example, the Nanjing dialect version of "my motherland and I" created by this hot spot is the best binding for this hot spot. Such a content organization, which plays the emotional card alongside the hot spot, has aroused the resonance and blood boiling of many people. Secondly, it's to rely on the big brand to stir up resonance by poking some arguments of human nature. In this respect, we have to mention a case of content marketing that let Durex gambay fall in 2018, that is 999 - health care action of Sanjiu group. A good content is not that you can clap and applaud after watching it, but that you can't take action immediately after watching it. Although the advertising duration is only 4 minutes, it condenses the reality of China's current post-90s generation of more than 50 million A picture of life. Everyone can find their own shadow in this film. This marketing content starts with a torture from the soul: "if life ends here, don't you have any regrets?" Then five modern people's "common faults" are exemplified by a series of shocking real data, which constantly knock on our hearts, and then carry on the "we can change or remain the same" from today to the climax of lifestyle - finally, with: starting anew - health should have ended like this, triggering intensive forwarding and praise from netizens, and making them famous for being good at rubbing hot spots Of Durex, who had to bow to the wind. After that, we will make our own promotion by grasping the consumers' psychology of showing off and curiosity. For example, the hot online prediction app for future fortune built by 365 taofang - a small interactive prediction game that predicts three things that may happen to you in the next three years. In essence, such promotion is not very professional or how memorable in terms of content However, on the other hand, through sharing and publicity, we have achieved 37 million visits and more than 1.39 million forwarding volume by using the psychology of mass curiosity hunting. Of course, we have not achieved the integration of product and effect and the lack of landing page, and the shortcomings associated with distribution projects cannot be ignored.
Fission marketing: the way to get customers at the lowest cost
The widely spread business case of pinduoduo and the myth of Ruixing's 17 month listing have triggered everyone's thinking about community fission. In fact, fission is an extension of a new experience mode in many cases, and it is also a kind of communication promotion of customers for high-quality service, which enables better products and services to be quickly spread by word-of-mouth through benefits and profits. For the current mobile Internet mode, it is unacceptable that there is no fission marketing in app or wechat, so we will not discuss it too much here.
Event marketing -- the explosion of light traffic
In fact, for event marketing, if we want to grasp the entrance of traffic and quickly obtain traffic, we must firmly grasp five points, namely hot spot, pop point, selling point, slot point and node. From these five words, we must first analyze the USP (unique consumption proposition) of our products or services, combining with the current stage, the special meaning of this time and node, and quickly feed back and promote the existing hot spots; then select and formulate the promotion theme for the selected promotion hot spots. Make complaints about the topic at leisure may make complaints about the pain of consumers. But it is necessary to have unique Tucao points. Maybe the Tucao is not new or unique, but it must be a topic that can be discussed again and again after dinner. To this extent, controversial topics are often the most effective. They are repeatedly mentioned in repeated discussions and disputes, and deepen the impression of consumers. For example, "as long as there is sand in mind, there is Maldives everywhere" made by tuniu. On July 30, 2015, at the intersection of Shawan Road, Chengdu, I was wearing big underpants, sitting on the beach beside the road, holding a drink and putting on an expression of enjoying the sunshine in Maldives. Its unusual behavior quickly aroused the public's thinking. Therefore, the business case of "wherever there is sand in my heart, there is Maldives" became popular. However, the commercial hype did not show the brand of tuniu, which made many consumers think that it was to go or Ctrip. So when doing event marketing, we must highlight the role of the last brand owner.
Cross border Marketing -- smart use of traffic and brand leverage
In fact, the so-called cross-border marketing, in a popular way, refers to the cooperation between different industries, with the help of different advantageous resources and brand capabilities to influence each other's customers and enhance the influence of brands and product services. It is to achieve multiple brands to interpret the same user characteristics from different perspectives and give full play to the synergistic effect of different types of brands.
First of all, we must understand that different brands that can establish "cross-border" relationships must be complementary rather than competitive. The complementarity mentioned here is not the functional complementarity, but the user experience complementarity.
Secondly, the basis of looking for partners in cross-border marketing strategy is the complementarity of user experience rather than simple functional complementarity. To be sure, it's no accident that cross-border marketing and the increasingly popular user-centered marketing concept coincide.
Third, cross-border marketing is aimed at the same or similar consumer groups. Therefore, when enterprises think about cross-border marketing activities, they need to conduct detailed and in-depth market research on the target consumer groups, and analyze their consumption habits and brand use habits as the basis for marketing and communication.
Fourth, cross-border marketing, for the enterprises that cooperate with each other, poses many challenges in marketing ability. In the past, the marketing strategy of an enterprise only needs to consider how to use its own resources, but because of the combination, the enterprise needs to consider how to obtain the synergy effect of resource utilization through the strategic modification in the interaction with its partners.
Finally, it should be noted that when the brand becomes a part of the target consumer's personality, this feature also needs to be coordinated with other features of the target consumer, so as to avoid conflicts between the re injected elements and other features of the consumer, resulting in confusion of the brand image.
Flow transformation - start-up's