On September 5, 2018, the 3rd Marketing Forum of the Marketing Research Center of American League Comments was held in Chengdu. Mr. Liu Guangfei, Executive Chairman of IAI International Advertising Award and founder of Chuan Da Youpu, was invited to attend the forum. He discussed the methodology of brand marketing in mobile life and shared key cases with several experts in the field of advertising marketing.
At this forum, IAI International Advertising Award witnessed the industry insight report of "Food and Beverage Derivative Consumption: Cultural Atlas of Southwest China" officially released by the Art Troupe Comment Marketing Research Center. The report focused on Sichuan, Chongqing, Yunnan and Guizhou. Through the analysis of "eating" and related information, it revealed the catering culture and consumption trend of Southwest China. Potential.
Panorama life marketing
Make Brand a Part of Life Scene
"In China in 2018, consumers almost meet all their living needs through mobile phones, and all their needs are gradually butted up by the five classified platforms of social communication, information acquisition, online shopping, online entertainment and life services. The top performers in various fields are constantly emerging and building a mutually beneficial ecological circle." Wu Di, general manager of KA market, commented at the opening speech. The life service field guided by Art Corps comment is not only the main position of consumption upgrading and experience economy, but also the dividend area worthy of brand investment.
There are users and merchants commenting on the beauty troupe, but also has been emphasizing the integration of online and offline life services. By building a high-value scenario ecology around users, scenarios and merchants, Metro Comments enables users to achieve exposure and interaction in the decision-making and online service stages, and achieve deep brand association and experience in the online and offline service closed-loop stage, thus forming a complete ecological closed-loop and making the brand scenario communication appropriate. Thus, under the panoramic life marketing, the era of making brand a part of the life scene really arrives.
Content + scenario
The Ace Combination Can't Be Ignored in Mobile Marketing Era
In the round table interaction, Liu Guangfei, executive chairman of IAI International Advertising Award and founder of Chuan Da Youpu, Huang Bo, CEO of Huameng New Media and co-founder of New Retail 007, gathered Xiao Yu, founder of media, to exchange and discuss "Scene Marketing in Mobile Life".
Liu Guangfei believes that scene marketing, as one of the innovative marketing methods in the digital age, focuses on the "eight-character" principle of scene, data, algorithm and experience. In the final analysis, it is an important part of brand terminal services in the digital age.
Huang Bo expresses his views from two aspects of business and pragmatism. From the perspective of business, all marketing should return to the scene. From a pragmatic point of view, the first is to help product build unique scenarios, the second is to cross the border between brand and brand scenarios, and the third is to explore scenario creation.
Xiao Yu, from the effect level, thinks that in the past, advertising competition has been relatively less intense, and the media has not yet become fragmented, so we can quickly build brand awareness by simple and crude marketing model. But now we need to invest more manpower, energy and material resources in order to make the market more prosperous.
At this forum, the Metro Comment Marketing Research Center issued an insight report "Food and Beverage Derivative Consumption: Cultural Atlas of Southwest China", which interpreted the consumption trend of food and beverage industry in Southwest China from three aspects: consumers, food culture and new insights.
Consumer. The main consumers in Southwest China are concentrated in the following areas: first, women. Southwest women's dining consumption surpasses men's, contributing about 1.8 times more orders than men's; secondly, YOUNG strength. Young consumers lead the consumer trend, with consumers aged 19-38 contributing 86.5% of catering orders; third, high-income groups. The higher the income of consumers in Southwest China, the more willing they are to accept higher unit price.
Meal culture. From the three dimensions of pre-meal, main meal and accompaniment, appetizers in Southwest China are basically spicy and spicy, with many patterns; soybean curd with salty flavor is popular in the recommendation of main meal, and hot pot is of various kinds; desserts and drinks as accompaniments are mainly cool and fire-reducing, and fruit wine ranks first in the heat.
New insights. Hot pot is still far ahead in the popularity of Southwest China, but the fierce competition is not easy to shine. The consumption of chicken and beef slowly decreased and the vegetarian acceptance gradually increased. Consumers'enthusiasm for shopping in popular business circles has generally increased compared with last year. Among them, Chengdu Chunxi Road/Taiguri Business Circle and IFS/Champagne Square Business Circle have the highest growth. Among the frequency of consumers'postprandial consumption scenes in Southwest China, dining + movies, movies + hotels, movies + foot massage ranked the top three.
Unlock new marketing methods
Innovative Value of Enabling Brand
At the end of the meeting, Liu Guangfei shared with you the new brand marketing methods and recent successful cases.
Aiming at how to play and what to play in online and offline integrated scene marketing, the group comments from two main ideas. On the one hand, online scene strong exposure, through platform IP cooperation + marketing festivals for brand planning year-round marketing play, combined with original content list and scene interesting interaction, online scene to create both quality and benefit. A better life. On the other hand, it strengthens the off-line scene experience, aiming at multiple channels such as gourmet restaurants, take-out at home, entertainment KTV, and deepens the user's perception experience of brand in the scene by means of material entry, product experience, theme parking, take-out and so on.
With the further breaking of media boundaries, it has become an indisputable fact that marketing has entered the era of scenario marketing. Consumers, marketing information and environmental scenarios are becoming more and more closely related. As the main force in the construction of scenario ecology, beauty group comment is the goal and mission to seek the best solution to connect life services and make brand a part of life scenario.
The case of scenario marketing in the group review:
Three-minute Miracle Marketing for Procter & Gamble Panting 3MM Quasi-crowd
Communication objectives
Background and objectives:
In the summer of 2016, Panting's 3 Minutes Miracle Membrane Hair Conditioner (3MINUTE MIRACLE) entered the Chinese market. The main feature of this product is rapid repair of serious hair damage after dyeing and scalding - three minutes repair of hair quality damaged for three months, fast, deep and lasting repair. Panting needs to quickly find the people who have "high demand" for its products, reach them with high perception, convey the efficacy of the products, at the same time trigger the brand preference of the target group, and guide the purchase to experience.
The problem Panting faces is how to find the target audience accurately and on a large scale. Although traditional TV, websites and outdoor advertisements can cover a certain scale of people, they are obviously not accurate enough. Learn the usual practices in the industry and promote them in hairdressing salons? Data from agencies show that there are over 800,000 hairdressing salons in China. In order to promote hairdressing salons, people-sea tactics must be adopted in squatting operations. This road is also a bit impassable.
In addition, although hair styling has become a frequent visitor on many women's TO DO LIST nowadays, they also pay more and more attention to the choice of hair repair products, but hair care products emerge in an endless stream. How Panting 3MM can improve its influence at the fastest speed in the homogeneous large hair care market, so that the target population can perceive the bright spots of products and arouse curiosity? The need to be addressed in this communication is to generate purchases.
Communication strategy
Strategy:
Let 3MM appear in "right scene" and communicate with "right person" through "right content".
Originality:
Target users can be found from the Art Corps comment platform, directional delivery, high-frequency coverage, so that TA can focus on and resonate, create shopping experience beyond product value in Taobao platform, reduce user's product trial cost, and eventually form word-of-mouth communication.
Communication technology
Media Strategy and Implementation
For the overall process of creative implementation, see the chart on the following page:
First, find them. Based on the big data of hot-dyed women's scenes, we can find the core users and potential users who need the products.
(Data Source: Beauty Corps Comment Platform)
Secondly, the volume and accuracy both reach users. Analysis of user behavior, confirm preference scenarios, targeted. For core TA, they patronize the scene directionally before and after hot-dyeing with high frequency; expose potential users based on large traffic resources; and design high-quality offline merchants.
Thirdly, resonance drives user interaction. Insight into the needs of the scene, text and interaction to reach together. Insight user's psychology and needs, text and use scenarios, trigger user clicks; combined with the three scenarios that target users most concerned about (beauty, food, movies), customize the three H5 scenarios, which show the embarrassing phenomenon of universality caused by hair quality problems, trigger user resonance and simple interaction. Actively reduce user loss and quickly present user benefits.
Fourthly, high value combination promotes user experience. 1 + 1 > 2, customize 19.9 yuan product wash and care combination, reduce user decision-making cost and experience cost.
Market effect
ROI:
From September 8 to October 10, 2016, the brand exposure reached 128,914,746 pv, totaling 16,000,000 UV for target users, with an average of about 8 touches per TA, 350,823 password duplication and 10% page conversion rate of brand e-commerce, which is five times the drainage of ordinary external media.
Customer satisfaction:
For Panting, in the early stage of the product launch, it is most important to let customers in need know the efficacy of our products. I am very happy to be able to effectively tap more than 16 million target audiences through the cooperation with the public comment: through accurate dissemination, it brings a lot of exposure to new products, but also brings us tens of thousands of user experience, and has gained a very good reputation. This goes far beyond expectations based on conventional market data.
PANTENE