Simple new product marketing method

When your new product was officially launched and sold to users, how did you successfully "hit" your product to gain more sales and user recognition? Perhaps, you need to have a new product marketing strategy covering market, media, content and so on. In this article, the author summarizes a new product marketing methodology. Let's take a look. For marketers, the listing of new products is a periodic and inevitable proposition test. This test is direct and sharp: whether the new product is popular in the whole network or sitting on the bench directly determines the level of this wave of marketing. I have also gone through countless quizzes and exams, which cover all the topics-beauty, daily chemicals, food, home, clothing, and now digital consumption. Today, I will talk about the marketing methods and logical thinking of new products. Different brands and products face different marketing environments, but the framework logic behind thinking is consistent. As a trader, my own thinking framework is roughly like this: generally speaking, first do market and consumer analysis, refine product selling points, and determine the main strategies; Plan by stages (resources, manpower, rhythm, etc.). According to the main strategy, decompose and quantify the corresponding goals; Then there is the media and content strategy, as well as the plan to fight a trick in the battle; After entering the implementation stage, we should pay attention to dynamic adjustment and planning according to market feedback, and finally evaluate and investigate the backward effect and make a resumption. According to this framework, each part is elaborated in detail. I. Market analysis 1. Market positioning refers to the mode of Dentsu. According to the maturity of the market and products, market positioning can be divided into four quadrants: for new products, they mainly fall in new markets, and new brands fall in old markets. The so-called new market refers to the market in the period of development or demand cultivation. Users have not yet formed just-needed and strong dependence, and there are fewer market competitors, but the overall capacity is not large. For example, when the small-scale smart speaker was first listed, everyone was unfamiliar with this category and the product function, which could not directly arouse the strong relevance of meeting the demand. For this kind of market, the goal of new product listing should be to cultivate new brands while opening up new demand. Enterprises need to bear the cost of brand education, but once the market is cultivated and in a leading position, the income is also very considerable. The corresponding new product listing strategy is to arouse consumers' needs and make consumers realize that the new brand is a representative brand to meet their needs. This part is introduced in detail in the content strategy part. The old market refers to a fully competitive market. In this market, there is no need to bear the cost of market education. The core goal of new product listing is to enter the category association pool and enhance brand awareness. The core of listing new products lies in: in short, "people have me (equal strength) and people have me (differentiated advantage)". For example, during the period when the small-sized headphones went on the market, the wireless Bluetooth headset market was initially mature, and the marketing focused on differentiated smart selling points. 2. After analyzing the target population and positioning the market, enter the segmentation of the target population. (As for the analysis of product selling points, the differences between different categories are too great, so I won't describe them here. First of all, clearly define the target consumers, users and buyers (the people who bear the expenses may be the same as or different from the buyers). One-by-one analysis: analyze the characteristics of users, focusing on gender, age, living area, family situation, education level, lifestyle, frequency of use and so on. The analysis of the buyer's behavior mainly focuses on the purchase motivation, decision-making path, purchase convenience, income level, consumption concept, expenditure tendency and so on. Among them, it is particularly important to pay attention to: the buyer's cognition, knowledge reserve and hobbies-affecting the core content strategy; Buyers' contact habits and preferences-determine the core media strategy. Second, the analysis of purchase behavior In order to facilitate the narrative, we divide the purchase behavior into three categories: high school and low participation. (The actual situation may be more complicated, such as different regions and different income levels.) High participation refers to the purchase of high-value and durable consumer goods, such as RVs and household appliances. These products need to provide unusual commodity information and average benchmarks for decision making. Participation is more about exchanging and increasing the purchase of existing products. Consumers will consciously spend time and energy to choose, but they will not invest too much. At this time, it is very important to provide brand differences, product features and brand value propositions (to impress specific target groups). Low participation corresponds to high frequency and low price. The threshold of such products is very low, and more is to arouse curiosity and attention. Therefore, it is very important to directly stimulate the senses and seduce the bait (such as APP, the threshold is extremely low (you can download it), and most of them will subsidize new customers with red envelopes; Beauty cosmetics and daily food with low unit price usually spend a lot of money on short video content marketing). Third, the stage strategic planning focuses on the rhythm (the magnitude of resources invested in each stage and target management), and there are many influencing factors. To be a successful new product marketing, we must comprehensively consider: consumer psychology: how psychologically do consumers accept brands and products? Whether it is unfamiliar or familiar, whether it is concerned or careless, determines whether marketing is slow or slow, whether it is simmering. Time nodes: festivals, habits of periodic consumption, and e-commerce nodes. These factors must also be considered. For example, e-commerce nodes may not be a good promotion opportunity (messy information, fierce competition, chaotic prices, etc.). ). New products must be fully pre-listed before e-commerce promotion, so that new products can gain popularity and popularity first, and then wait for the price flow to harvest. Supply rhythm: New products are usually associated with supply chain forecasting and capacity increase. Of course, pre-sale is also possible, but we should also fully consider the waiting cost and expectations in our hearts, as well as the possible interception. Word of mouth: the rhythm of listing cooperates with the first round of fermentation of consumer word of mouth, forming a high-bite gear effect. For the marketing of new products, we should not only set the overall goal, but also set the stage goal according to the volume of input in the stage (there may be different emphases, such as the volume of sound in the early stage, the search volume in the middle stage, the transformation and sales in the later stage, etc.). ), which is more conducive to flexible control and real-time adjustment of the plan. Fourth, content strategy In fact, content planning is usually thought together with media strategy, so there is more room for integrated thinking and more sparks of inspiration. Here, for the sake of narrative coherence, let's talk about content strategy first, or use the logic of new market and old market: for new market, the focus of new product listing is to cultivate demand (brand is the only solution to meet demand in cultivating demand). There are three ways to cut in here: 1) Dig from various demand levels: the demand points that may not be met in the process of consuming and using products (Haidilao service), or the requirements that can be optimized in life behavior (healthy eating stirs up various plant meals), and the * * * sound and expectation in spiritual satisfaction (internal and external female demand: however, goods do have unique selling points or technological innovations. At this time, it is often necessary to create a typical usage scenario, which may be relatively small. However, through small scenes, utility and desire are linked, satisfaction is amplified, and more people's attention is attracted. For example, the pre-marketing of Dyson curling iron highlights the real and visible effects brought about by commodity scientific and technological innovation. Digging from the opposite side of demand: looking for lack demand and desire demand, the former refers to the state of lack and scarcity-for example, the products that have become more and more popular recently for hair loss and insomnia; The latter refers to looking forward to a better state in the future-for example, let preschool children learn to think. For the old market, we can consider the content end according to the previous purchase participation: 2) For the purchase decision with medium and high participation (exchange or purchase of low-priced goods or medium and high-priced goods), if the differentiation is obvious, we can directly emphasize the differentiated selling points that a few users care about or can arouse full interest. If it is weak differentiation (which may be the situation faced by most products), several strategies can be considered: general strategy: Volvo does not emphasize the difference from competitive brands, but appeals to the general characteristics of goods as the characteristics of its own brands for the first time (especially for representative goods and high market share). Pre-entry strategy: This is not unique to the brand, but it first spread this-an ancient but classic example, Volvo focuses on safety. OPPO's USP strategy focuses on taking photos: adopting unique ideas that have not been used by other competitive brands. For example, many underwear products used to emphasize lightness and comfort, but this year there is a new point of interest (the product itself has changed medicine). For products with low participation (random purchase and early adopters), there are also two ways to consider in content creation: paying attention to brand goodwill, transforming advertising goodwill into brand goodwill, paying attention to cultivating brand impression and creating memory symbols (. Increase users' participation, supplement commodity knowledge, and emphasize buying interest-for example, a large number of advertising materials of Nongfu Spring emphasize the origin and water quality. V. Media strategy After the content is finished, let's talk about media strategy. Before making media planning, we must do two things well: understand the type, characteristics and price of the selected media; There are three typical ways of media combination to understand users' participation in contact with different media information and feedback: high participation (spending more time and energy on shopping decisions); delivering detailed information and knowledge to specific consumer groups (high potential), and then forming public opinion through national media (being popular and becoming a topic). Participation (mainly purchase replacement and purchase increase): the mass media warms up to improve expectations (similar to creating an atmosphere)+the professional knowledge media provides detailed information+the media will fully know it after a certain period of time after listing. Low participation: spread attractive advertising materials, arouse interest and try to buy, and then superimpose large-scale media promotion effect to stimulate positive feedback and circular purchase, and superimpose promotional activities (e-commerce offline). To give an example of high participation, the recently listed small learning tablet is a high-priced low-frequency product, and parents have a high degree of participation. To this end, we first accurately locate the precise crowd of parents (small-scale old users, parents and teachers kol, etc. ), clearly explain the consideration basis of product selection and the performance advantages of small-size tablets, complete the first part of the dissemination to specific groups, and form a professional endorsement. Then, combined with the evaluation results of professional institutions on the ability to prevent blue light and protect eyes (the effect of preventing blue light is the first), the topic # Preventing blue light is not pseudoscience # was initiated, and it was automatically searched in Weibo that day, which automatically triggered widespread media coverage-thus attracting more interested people, paying attention to the information knowledge precipitated before when searching for product information, and it was easier to form a transformation. Give another example of low participation. When we were in Netease koala, we were going to push a homemade moon cake. This kind of product is undoubtedly a product with low participation, and the moon cake itself is not differentiated enough (there are too many tastes of online celebrities, and this taste is more traditional), so we launched a tasting activity, and the moon cake was tasted for free. After the event is launched, we will lower the threshold for everyone to try and stimulate interest in trial purchase. As a result, all the moon cakes in stock were sold out in less than a week. It is worth noting that some new products belong to the annual strategic new products. For this, the communication front is longer, at most, half a year or a year. In this regard, the purchase of medium and high frequency: adopt the strategy of concentration+pulse delivery-new product listing concentration+uninterrupted regular delivery+pulse delivery of important nodes. Low-frequency purchase: adopt the strategy of centralized+intermittent delivery-centralized listing of new products+no delivery at ordinary times+pulse delivery at important nodes. For example, the small smart screen X series, as an annual strategic new product (low-frequency purchase), has a new product launch conference and centralized evaluation to spread the momentum during the listing period, and important nodes make pulse delivery in combination with users' purchase needs. Sixth, the killer is the last and most wonderful step. There are many layouts ahead, including target market judgment, user research, content planning and media strategy. However, cruelly, if these are correct analysis and correct strategies, we can only achieve normal results and normal input-output ratio. Instead of explosions and unexpected gains. Because many times, we are faced with a market that stifles incentives, and our resources are limited. If you want to go further, you need to think about the killer, that is, the topic or event that triggers active communication; It has a great influence on consumers' choice. Of course, it would be better to have both. The first point, such as combining a selling point or proposition, causes full public discussion, such as: value marketing (inside and outside, doves) and cooperation between competitors, creating love and killing each other (such as tea&etc.; Modern China Tea Shop) does the opposite (Netease YEATION is often used). Hot topics of concern to target users (small tutor homework series). In addition to giant brands such as Apple and McDonald's, if other brands want to adopt this mode of communication, it is recommended to put it in the middle and late stage of new product listing, otherwise it will easily take the lead. For example, at Xiaomi's press conference, everyone's attention was focused on the 2 million logo. Second, the usual practice is to create a very attractive and spread yearning for the product, or to package an irresistible temptation hook. For example, the former can't kick bad advertisements-but to be honest, with the decentralization of the media and the dilution of attention, the requirements for advertising content are getting higher and higher, and big stars and big productions may not be able to meet expectations-it is far more difficult to advertise the products themselves than TVC and micro-movies with attitudes, because the real protagonist must be the products themselves, so as to have a real sense of yearning, not just enterprises, brands or users. The product itself is actually the best carrier, such as Mengniu's college entrance examination milk package, coke bottle, Oreo vinyl music box, Haima Christmas photo and so on. -in the research and development of new products, marketing should be comprehensively promoted. Perceptible live experience activities are also part of it, and personal experience is irresistible for products with strong differentiation. The latter, such as clever design attempts (reducing risks, hiding rewards, special identities, etc.). ), which is more suitable for new products with popularity or heavy vertical target users. The killer is also the place that can best show the true ability of marketers. The same budget, the same product, not limited to media delivery and routine operation. How to get outstanding results through deep thinking and creativity can not only create miracles, but also make a difference. -This is a topic that should be discussed enthusiastically forever. Seven, the implementation period is not much to say. Let me say one thing first: in the new process, we need to be alert and flexible-constantly adjust according to the feedback from the first batch of consumers, the reversal of the market and even the strategies of competitors. On the one hand, seize opportunities, such as the selling points that consumers have praised, the current public opinion and trends, and potential partners. On the other hand, correcting the deviation in time is probably because the previous strategy does not meet the real needs of the target population, and it must be adjusted flexibly at this time. Eight, the new product re-launch activity is finally over, and the last step is: rest. After a day's rest, you can enter the resumption session. It mainly includes several parts: objective judgment on whether the goal has achieved the effect (don't deceive yourself, for marketers, making mistakes, wasting money and going the wrong way are all valuable experience accumulation). Attribution: Through consumer questionnaires or qualitative interviews, we can get the real reasons for users to buy or not to buy, to achieve or not to achieve, to be affected or not to be affected. Reflection at the strategic level and the executive level respectively (everyone in the team needs to participate). Follow-up summary and update of working methods. Finally, let me talk about my personal feelings. Different from other types of projects, new product marketing is directly linked to sales. Therefore, when you make every decision and every action, you should think about it: Why do you want to buy our new product? Sometimes, it is more important to think about the negative answer. Author: light light blue; WeChat official account: Taro and Cat said (ID: taro _ cat)