Brand marketing "deep routine"

Abstract: there are traces to follow in marketing. The word routine can be extended to martial arts, drama and other industries at the earliest. The expressions of routines in Wushu are similar to "four strokes" and "six strokes", and there are also some expressions similar to "connecting the past with the future" in the play. Nowadays, "routine" has become a funny word, but in fact, there are routines in every line. Many of the marketing behaviors we see now, everyone will vaguely feel that there seems to be a routine in it, but we are trying to master this routine. Today we will sort out these routines together. 0 1 Plot+Numbers+Result = Story I have specially turned over several books about script writing, such as Casual Distribution, Several Problems in Xia Yan's Script Writing and so on. I looked through these books to see how much drama theory and "wrong" things account for in our current marketing. We found a very interesting phenomenon: many stories in marketing are actually the same as in the past, but now we will add some figures and results to the original drama conflict and finally package it into a company brand story. For example, the brand Laoganma, in human terms, is "an old lady in Guizhou made a Chili sauce, which is popular all over the world"-this is the description of the brand Laoganma by our normal people, so how can it be described by our routines? It became like this: "An 80-year-old woman in China, after decades of painstaking research, sold a magical condiment from China to 65.438 billion people or 2 billion people all over the world, and eventually became the richest man in Guizhou Province or China." -this kind of description uses the technique of "plot+number+result" to describe a complete story. You can also make other sentences according to this routine, such as: "There is a doctor from Peking University who has struggled for 30 years to make China people drink safe milk and improve the physical condition of 65.438+0.3 billion people in China." -this is also described in the above story routine. This routine is often used to build brand stories for enterprises or to establish the image of founders. This routine is often used when enterprises have some suspense. The same is true of the product stories of enterprises. For example, if a product is a mobile phone case, then the idea of the product story is: 1, this mobile phone case was polished by (digital) workers? 2. Are (numbers) used by people at the same time? 3. How are the materials used for airplanes and aircraft carriers made (plot)? It brought (results) to all (audiences) in China? This is actually a fixed sentence pattern, which emphasizes this part of the plot most. Then, further, which plots belong to common plots? I suggest that when you have leisure time, you should read more books about drama, such as The Mail, or books by Shakespeare and Xia Yan, or some award-winning works in the competition launched by Beijing Film Academy every year. Then what's the use of looking at these? In fact, the focus is still on the plot. Gratitude and encouragement are common plots. For example, someone who insists on doing one thing for many years or someone who is ingenious in running a business belongs to the category of inspiration. There is also a category called "I can't remember" or "I'll take it back". Then the last one is called revenge. Revenge is the highlight of all plays. What I just said can be used as the plot of our brand marketing story. This kind of plot should be related to our enterprise. You can't copy mechanically, but you can't get rid of these plots in general. According to these plots, for example, Pan Shiyi is a child who came out of a small village in northwest Gansu. He built the tallest buildings in some places in China, which is an inspirational story. Then if he participated in the water cellar project in his hometown, this story is also called gratitude. Besides stories, numbers are a key means of telling stories. We are deeply impressed by a story, on the one hand, because the story is reversed, and on the other hand, we are amazed at this number, which must be big enough to surprise our consumers or users. Finally, through a story, after a long time, I got a satisfactory result. That is, when people watch Hollywood blockbusters, the final happy ending appears and the whole story is complete. 02 niche+competitive screening+suspense = channel, such as the escape of the new world. As far as Beishangguang is concerned, this is a typical way of self-built channels-spontaneously forming a communication channel. Minority, this is not an activity that everyone can participate in. Although it is affecting everyone, this minority is limited. Everyone should participate in this screening competition fairly through screening and competition, but unfortunately only a few people can be selected. Finally, add a suspense. Finally, his formula is to build communication channels by himself. Think about the feeling of escaping from Beishangguang in the new world planning. Is it the same as when we bought lottery tickets? First, how many people are participating, but as long as a few people win prizes; Second, competition has a screening mechanism, whether it is winning or being selected, it is a screening mechanism; Third, suspense, suspense is that you didn't tell me where to go, but I have to escape from Beishangguang anyway. I want to win the lottery anyway, but I don't know who won it. This is a typical lottery buying behavior, and it is a very popular game rule that everyone can understand at once. What is the way to spread the rules of this game? Such games have their own channels of communication. When you design this kind of activity or design some content in the future, you should also pay attention to this kind of self-built channel. In other words, this matter does not need to rely entirely on external communication channels. Your own creative process, the process of your users' participation, is a good channel creation in itself, and it can also become an explosive news. What should we pay attention to in this formula? In fact, it is the mechanism of screening competition and the customs you sell. If these two designs are not good, it is very likely that this passage will be abandoned. Let's take a look at the winning prizes. The selection mechanism for winning the prize is very simple, that is, we first set a standard answer to see who can win the prize, so that it is fair. Then the suspense will be a very attractive million-dollar prize or something. Let's look at the case of the new world that Beishangguang escaped. This is also the case. For example, its screening mechanism is time-based. I don't care when, from now on, whoever runs to Beijing Capital Airport fastest will be the winner. The suspense is that I won't tell you where to go. Anyway, you can go wherever you come and wherever you get the ticket. Everyone will find this interesting, so let's see where this person is going next. The whole game is full of suspense, full of a pursuit of competition and a wait-and-see attitude towards suspense. Even those who don't go in the end want to pay attention to who won the prize. Where are you going? Will produce a sense of participation invisibly. This routine will also be often used in event planning, especially in promotion and creative marketing activities. Event+Relevance+Standardization = Creative event may be your own company's event, and it is more likely to be external, which has nothing to do with you, but you need to use other people's events. Relevance means that you can rack your brains to think of some connections between this matter and this matter, and you can also shake out some cleverness and connections. Standardization is what you make, it is best not to be particularly messy, and it is best to export it for a long time. And there is a standard output format every time, or look at this shape, this shape is what you are doing. This will have a very obvious sign for you. The end result is to point to creativity. For example, people often say that Durex's social media marketing is good and creative. When it comes to creativity, Durex must be the first one to put forward it. So why do we think Durex's creativity is better? Where is his routine? First of all, let's look at the event. As long as he judges that there is no moral hazard and no very inappropriate influence, the event itself should be hot enough; Secondly, I racked my brains to find the connection, trying to find something that has nothing to do with me in the moral and legal sense, but in fact, from the perspective of humor, there are always some similarities or similarities between the two. Finally, put this process standard. In Durex, all the classic copywriting and design are actually the same routine, especially the recent poster communication. How is this routine (not a derogatory term) made? Whether it's an iPhone headset or a divorce, etc. We should look for points that match my product concept or the shape of my product. When I find that point, I will deform it. Finally, the standardized picture is output. The design style of this picture, the level of creativity, or the extension of creativity are often very consistent. In the long run, everyone will know that Durex did this when they look at this picture. For example: there is a cup at home, how to make this cup creative. Starting from this idea, we should first find a related event, for example, the cup can find a table lamp as its associated event association, and then we can see which of the associations between the cup and the table lamp can be associated together and skillfully combined. For example, can this cup be lit? Can this cup be electrified like a desk lamp? Then standardize this idea. Finally, if you only output a series, then everyone will know that this is your creativity at first glance. You can imagine that if there is such a home brand, he will always do this kind of transplant idea, such as the cup is bright, the lamp can hold water, the table can hold books, the bookshelf can arrange flowers and so on. If this is done and standardized, we wonder if it is also an interesting home creative brand. The important thing here is that it should be standardized. In other words, you have to fix your creativity, every time. For example, the same suspense method, or the level of this design, or the same idea, why? Because you have to come several times in a row, people can have a series of reactions to your series of ideas. Occasionally it's called an explosion. What happens after the explosion? I won't. We are all worried now, saying, after my 65438+ million+,after my explosion, do people still remember us? (The difference between the so-called explosions and the classics is that your explosions are not sustainable. ) We often talk about an idea, not just to make it an explosion, but to make it a standardized concept, which can be copied and superimposed constantly to form our cultural creation style. In our brand marketing, as long as you mention such things, everyone will think of, oh, this logo or this creative logo. Here I want to put forward a concept called creative logo. Creative logo means that when you think of this enterprise, you will think of many coherent ideas of it. For example, "No gifts this year, only melatonin" has actually been updated for N years in the prime time of CCTV, but have you paid attention? In fact, its advertising words, including movies, are different every year. For example, this year, he told me that this year's holidays will not accept gifts, only melatonin; Next year's call: What kind of parents receive gifts and then only send melatonin? The following year, he put it another way, but the basic routine revolved around the sentence "only accept melatonin as a gift". Including Lan Xiang Technical School-"Which excavator is the best", in fact, since the 1990s, there have been more than 10 advertising iterations and creative iterations. The two examples I just gave are more traditional. I don't mean to let you learn from the previous two examples, but I want to tell you that if an idea, a real brand, in the marketing process, I hope others can deeply remember you, there is an important measure called repetitive/repetitive memory standardized display mode. For example, Durex, if you only do it once, people may feel very good, very good, play for two days, and then disappear. Because Durex insisted on doing 10 for 20 times, after this continuity is formed, what is everyone's conditioned reflex in the event of any event? Conditioned reflex is, why didn't Durex come? Some netizens even volunteered to jump out and said, I'll give Durex an idea. Because in this standardization, in this repetition, Durex has occupied this pit. People will think that Durex is the boss in this matter or in the case of marketing. Durex doesn't do it, and no one else will. But in fact, let's recall Durex. Besides taking advantage of marketing, this work is very eye-catching and eye-catching. Can we think of other successful marketing aspects of Durex? Because brand marketing is a very comprehensive concept, you can't think of anything else except this, can you? But it's creative, beautiful and standardized for a long time, so people will think, look, Durex did a good job. At this point, I'll give you one more topic: Do we do brand marketing? If we are an entrepreneurial brand, how can we give full play to our bright spots quickly? There is a very important hint, that is, don't be greedy, because we are not a big brand yet. Sometimes, when we can't keep up with those international brands, we often learn the wrong methods. What do you mean by the wrong way to learn? We may want to do anything. People have this, we have to do it, people have that, we also do it, but you may not do it well. For the entrepreneurial platform, what you need to do most is to establish your own creative barriers as soon as possible, or quickly establish your own barriers in the field of communication or brand marketing. This obstacle does not necessarily come from either side. Sometimes, it may come from your company, but it is very creative. Every time you like Durex, you come up with an idea to make up for it, or you hold a particularly interesting activity every year, such as the Gates Foundation. For entrepreneurial platforms, especially entrepreneurial brands with particularity, in the initial stage, it is not necessary to be the brand with the highest comprehensive score. Because, the highest comprehensive score often means that you may only have a special 60 or 70 points. what are you going to do？ You have to be an expert in a certain field, even more than 90%. Because, everyone PK, you should use your "longboard" to attack other people's "short board". After you understand this truth, you should consider it when you do your own brand marketing next. Whether it is content, channel or timing, as long as it is "transparent" and standardized quickly, it will stand in a certain field. Whether marketing or media, our channels are almost all over the media in China. As long as it is the media, there is nothing we can't get in, or we can do a public relations crisis and handle everything well every time (of course, this may be irregular, and you can't expect your company to have an accident every day). For another example, we design well, and every time a new product is unveiled, our design will always have a standardized output. In short, you should try to choose a bright spot and direction that suits you and standardize it. This is a good idea for us to build a brand. 04 homeopathy+refinement+communication = concept Many students are asking me a question. Why are there so many messy concepts now? How did these concepts come into being? Is our enterprise suitable for creating a concept? How do we create concepts? Here, I will give you an answer on how to create a concept that belongs to us. We often see what black technology, what new ecology and so on. I will encounter various concepts every day. Almost everything I buy every day has a new concept called "concept". So, how did such a concept come into being in the process of product circulation or in the academic field? Its formula comes from "homeopathy+refining+dissemination". First of all, all the concepts of homeopathy were not invented by themselves. So everyone can't clap their heads to create a concept, which is impossible. But why is the concept popular? That's because the "concept" you see is actually a "refinement" of the status quo. Recently, we heard a concept called "information phobia", or "information loss phobia", that is, fear of missing some information. So, how did this concept come into being? Because everyone is desperately using their mobile phones to brush WeChat every day and keep getting information, it seems that they have entered a crazy information acquisition stage. Then, in such a period of time, each of us actually has an "internal drive", so we are afraid of what we will miss. Someone summed it up for everyone to see. After refining, it is exaggerated, exaggerated and standardized. This "refinement" or "conciseness" eventually "spreads" and forms a "concept". For example, the concepts of "separation", "sexual apathy" and "black technology" we see are not invented by ourselves, but are all produced in the process of our communication or according to new phenomena in the process of our social development. We can also try to do such exercises, such as: What new phenomenon has happened in your industry or field? Or, what has happened since the development of this society? For example, I predicted that there would be great pressure on information for some time, and maybe everyone wanted to get rid of this kind of information called invalid information. So when you eliminate invalid information, you may be overcorrecting. For example, some people will try their best to uninstall WeChat, and even some people will close their circle of friends and refuse all ineffective interference from the outside world. So when this happens, do we use trends to extract a behavior? What is this behavior? So what is the concept of spreading it? How does this concept package with our products? Momo, a social software, once made a promo about a young man's attitude towards life. He uses irony all the time, including Mo Mo's latest propaganda film about being an animal. I think Momo's promo should be very good, and everyone can learn it! In fact, it is to convey an idea. Take advantage of the situation to extract a thing and spread it out, and do a very good job in Mo Mo's promotional film. For example, they extract what young people lack most, but what they are calling for and longing for in their hearts. Extract it all, and then expand it in a large number of such superimposed parallelism. This is Momo's brand concept and the earliest origin of the brand concept.