There seems to be such a mediocre prediction at the beginning of business in 2024.How to break the situation in the face of gloomy predictions?Mastering the "life cycle" may have the effect of reversing the rejuvenation.
Figure | Network
What is life cycle
Once launched, the product will go through different life cycle stages: introduction, development, maturity and decline.The control wants toQuotations from Chairman Mao ZedongdoMarketingOur brand: germination period, growth period, blooming period, withering period, which is the whole life cycle of the product "grass planting".
1. Germination period from 0 to 1
Delineate the main products:Track popularity, user focus, category search, etc.
Today, consumers have shifted from material consumption to emotional consumption, and need to think more about brand genes. Therefore, the main products can be selected according to the industry traffic market/live broadcast with goods market of Qiangua Data.
Figure | Thousand melon data
Content matrix:
1. Public opinion concern: pay attention to the feedback of real users and the sharing of experience of real users, and become a front for making friends with users.
2. Extensive content output (in line with the context of Little Red Book): brand names not only share content related to products, but also can output divergent attitudes and atmosphere in multiple fields, so that users can understand brand concepts and temperament in multiple dimensions.
matters needing attention:
Avoid the pitfalls of "self satisfied brand", such as official one-way output of content, imitation of marketing launch actions, and fall into the situation of ineffective communication with users.
2. Growth period
1. Talent marketing
Promote UGC grass planting: product strength is the premise of content and marketing.Only when the product is good enough can users be willing to share relevant content and form a real "tap water".
2. Pan scene marketing: transformed into the language of Little Red Book - friend machine
One day under simulation——
After waking up naturally on a lazy weekend, I got up and practiced Baduan Brocade with my friend's machine. At noon, I learned the new dish green pepper and preserved eggs on the screen. In the afternoon, my friend's machine turned into a large screen learning machine for my son's online classes. At the beginning of the night light, I listened to the meditation music from my friend's machine while taking a bath in the bathroom. Before going to bed, my friend's machine turned again into a drama chasing device for her lying on the bed,Complete the day's family service mission in a flash.
The nominally named Tiantian BFF machine, which seems to be a large walking tablet, is actually a family companion integrating "tablet+TV+fitness mirror+learning machine+super speaker", which is like a BFF.
It can be seen that Tiantian's friend function has become popular in a short period of time. From challenging the industry's conventional common sense, to digging deep into users' original demands, to creating an evolvable product force, every step reveals respect for users' habits and echo of the brand's original intention.
3. Blooming period
1. Provide soil for secondary creation:
Insist on co creating content with bloggers, and provide different products to bloggers for "re creation" after obtaining their true understanding and recognition of products.
Little Red Book can help brands shorten the feedback path of users to products, and really stimulate the energy of "products are content".
The ingenious design, storytelling products, and pleasant feelings can stimulate users' autobiography and make them become brand advocates and communicators.
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