Is hot spots + refined marketing the magic weapon for Yongpu, Xiaoguan Tea, and Yuanqi Forest to stand out?

Brands can attract public interest and attention by combining with hot topics, increasing brand exposure and popularity. Is the combination of hot topics and refined marketing the magic weapon for Yongpu, Xiaoguan Tea, and Yuanqi Forest to break out of the circle? This article describes the relevant content and hopes it will be helpful to you.

Not long ago, the news that #aspartame causes cancer# sparked controversy among the public, making those beverage products claiming to be sugar substitutes or sugar-free the focus of public attention. This also indirectly reflects people's attention to health products and social hot spots in their daily consumption scenarios.

In the fierce market competition, if brands want to stand out, they need to deepen user memory through different marketing methods. With marketing costs remaining high, many brands have abandoned the marketing method of casting a wide net and adopted more precise and experiential marketing to occupy the minds of users and cope with the rapid changes in the consumer market.

Therefore, in today's rapidly changing business environment, timely insight into industry changes and changes in user consumption preferences and habits, and improving product experience may be an important strategy to effectively capture the market.

1. In the new consumption era, how can brands “gain a firm foothold”?

Take a closer look at those brands that have quickly established themselves in the consumer market and find out how they seized opportunities, met challenges and successfully captured users.

1. Guided by product management, using unique innovation to impact the market

It is not difficult to find that most of the brands that quickly occupied the market and became the favorites of young people have impacted the consumer market through unique business models or differentiated market strategies, and established connections with consumers that are different from competitors, thereby achieving a more personalized brand market layout.

Yongpu Coffee is regarded by young people as a coffee brand with a cosmic perspective. In terms of product design, the brand knows how to innovate, integrating cosmic elements such as technology, planets, flying saucers, and robots, giving it a futuristic feel.

It can be said that Yongpu Coffee has reconstructed the aesthetic design of the coffee industry, deepened the brand aesthetics of Yongpu Coffee with a purer design, and highlighted the brand's yearning for a fresh and beautiful life. Not only Yongpu Coffee, but also all brands that have made bold breakthroughs in this era have reaped the dividends of the times.

Brands such as Zhong Xue Gao, which innovates product design, Xiaoguan Tea, which gives products story attributes, and Wang Baobao, which subverts the attributes of cereal, are so popular among consumers because, to a large extent, they have revitalized the brand market with unique innovations and brought a refreshing feeling to consumers.

2. Know how to help users find happiness and achieve emotional balance, turning emotional value into the focus of user consumption

If product innovation is to capture the freshness and personalization of user needs, then brands that know how to leverage emotional value take helping users find happiness and achieve emotional balance as their starting point. By accurately tapping into the value of users, they can truly gain effective new growth in the existing market and achieve faster and more effective transactions.

For example, the recently popular Hema "duel" about love-brain, the pink poster of the Barbie blockbuster, the partner culture, and the successful Shanghai auntie collaboration with Dopamine, to a large extent, the brands have brought consumers a more pleasant and happier psychological experience by relying on their popularity, allowing people to fulfill their needs of eating melons and surfing the Internet in a pleasant atmosphere, bringing healing happiness and immersive psychological enjoyment.

For brands, it is necessary to turn these happy elements into brand communication. In addition to creating a more relaxed and pleasant communication atmosphere, it can also help the brand to expand its customer base and establish a brand image that understands users and marketing.

3. Gain consumer recognition of the brand by improving the experience

In addition to product/marketing concept innovation and understanding how to leverage popular culture, brands should also consider how to win consumer recognition by improving experience. For example, many beverage brands have grasped the healthy lifestyle and launched 0 sugar and 0 fat products. Because people drink without psychological burden, the good product experience has become the focus of public discussion and has also been highly recognized by consumers in the market.

In today's rapidly developing technology, smart wearable products are tailored to individual needs and are widely praised for providing consumers with exercise suggestions that are more suitable for their occupations and lifestyles. Brands also increase sales by relying on good product experience.

2. Three magic weapons to bring continuous traffic to the brand

In this era where everyone is a self-media, a marketing campaign that becomes a hit overnight can indeed bring a lot of attention to a brand, but consumers’ attention is extremely fragmented. How can we bring continuous traffic to a brand? In Mr. Bingfa’s opinion, at least three points should be paid attention to:

1. Focus on niche areas to achieve marketing breadth and depth

Faced with diversified consumer demands and the gradual disappearance of the Internet dividend, the growth concept of almost all industries has begun to shift from wild growth to refined cultivation. Even in terms of user consumption needs, more precise matching is required to achieve higher growth rates.

In other words, brand advertising in the past represented the end of marketing, but for contemporary brands, marketing is more about sustainability. Suibian Ice Cream uses social, e-sports, music and other sub-sectors as entry points to achieve multi-angle coverage of user scenarios, forming a huge marketing matrix. Refined marketing cases provide opportunities for brands to enhance their influence and coverage, helping them to effectively attract new customers.

At the same time, the matrix marketing strategy can form the material for a new round of brand marketing communication, ensure the continuity of marketing, and thus extend the life cycle of communication, achieving the widest marketing coverage and the most in-depth marketing.

2. Effective interaction to increase brand exposure on social media

The improvement of marketing breadth and depth is also closely related to the interactivity of brand marketing. All brand behaviors are marketing. If you want to achieve better communication effects, you must focus on integrating and innovating with topics that users are interested in.

For example, when the topic of aspartame became a hot search, Yuanqi Forest responded quickly and stated on its official blog: Yuanqi Forest's entire product line does not contain aspartame. On the one hand, the brand's lightning-fast response to issues of public concern can demonstrate the brand's people-oriented concern for users.

On the other hand, Yuanqi Forest was the first to predict the risks related to the brand and played a "beautiful" crisis public relations to avoid the brand from being caught in the vortex of public opinion. At the same time, the brand's clear response actually turned the possible brand crisis into a marketing opportunity, realizing a new round of interaction between the brand and users, and deepening the brand's safe and healthy product attributes while increasing the brand's exposure on social media.

3. Increase word-of-mouth effect and promote product promotion through social media

If building a marketing matrix and strengthening interaction are to help brands increase exposure and traffic, then increasing word-of-mouth effects and using social media to promote brand/product awareness will boost sales and realize cash flow. Interest e-commerce, live streaming, and content-driven traffic are highly praised in the marketing circle because they can serve conversion.

It is not difficult to find that in major social platforms and short videos, grass-planting content is everywhere. Brands hope to use the method of celebrities/amateurs to increase the effect of word-of-mouth effect, further help the brand to achieve grass-planting, so as to complete the marketing closed loop of "marketing breaking the circle-planting new users-promoting transactions", and also enable the brand to achieve explosive growth in a shorter time.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"