How to refine the selling point?
Identify the basic functions of the product, closely follow the needs of consumers
▎▎▎▎▎▎▎▎▎▎ How to refine the communication of the selling point?
1, product selling point: what is our product. Think about it in the context of your own product. What is the product? Catering to which consumers, 2b or 2c, if 2c how to refine the content with a distinct personality?
2, the user selling point: the user's needs is the selling point. If my users are college students, what are their demands and what can we bring them.
3, enterprise selling points: startups everything based on the product, to build the brand is often to build the product brand, the entrepreneurial process, the enterprise has a certain degree of visibility, to refine the enterprise selling points. For example, what companies do, business model, brand culture and so on may be composed of corporate selling points.
4, character selling points: who is the most important character? The founder. He set up an enterprise's original intention, purpose, according to his entrepreneurial experience, such as the composition of the character selling points, more vivid, readable, to the company in the dissemination of attributes to bring greater value.
▎ Misunderstandings to be avoided
1. Don't have too many selling points, but no highlights
2. Selling points must not be outstanding, nor can they have little relationship with the product
3. Can not be contrary to the moral norms:
For example, a short while ago a very hot cord-cutting incident, the boss said that in order to get the user to cut the cord, regardless of the fact that he is contrary to the social morality. Even if you get attention, left behind is also negative attention, does not have any significance to the brand value.
How to do a good job of planning communication?
Many entrepreneurs have no concept of communication planning.
To do communication is to have a holistic, systematic, strategic, which is the complete planning. It can't be a release today, an interview tomorrow, and then nothing else.
So, how to do good communication planning?
For example, if I launch a new air purifier in December this year, then there are 3 months before the product launch, we need to define what the specific communication nodes are.
If we are going to have a product launch: the first stage is the preparation of product materials, the second stage is the creative planning stage, including how the product will be unveiled and packaged.
If we are going to do online soft communication, also need to have time nodes. It is recommended that the publicity cycle control half a month, every half a month to send 4-5 soft text, to reach a certain amount, in order to make the dissemination more effective. Don't forget the competition. In every industry, there must be some competitors who are doing well, and we need to analyze their strategies at the same time.
How do you deal with the media?
In brand communication, there is no way to get rid of media support.
The medium we are talking about here is mainly the media. The media is a product and corporate sounding board, through the media to convey the corporate voice will often have a bigger and better impact than advertising.
So how do you find media?
How to deal with the media?
How do you use the media to spread your product far and wide?
Some companies will have a person specifically responsible for the media, when communicating with the media need our media staff to have a certain degree of discernment: to understand the type of media, and even understand the media center reporter's preference for the selection of topics, etc.. The work done by the media is not to say that the media fare, the other side will be sent to the enterprise soft such a simple.
We need to understand the media's focus, areas and attributes.
▎How to contact the media?
Contact with the help of industry events etc.
We can start by asking the journalist the appropriate questions and also talk to him about the product to get him interested in you.
After recognizing them, we should maintain media relations on a daily basis, and at a certain stage, invite them to come to the company for a chat and so on.
We have to take the initiative to spread, not one or two to help you spread on everything. Also consider getting some company that specializes in PR to do it.
▎What media to choose?
a. Wide net:
Brand base identification type, need to let the public know you, customers know you! Typical is the four major portals, they have a high weight in Baidu search. The purpose of spreading the net in this channel is to let customers know you.
b. Industry type:
Highlight the value of the industry, integration of upstream and downstream, in-depth audience to reach the impact.
c.Venture capital type:
Venture capital and financial media. Most of the startups need venture capital support, startups looking for investment is very difficult, there are many wolves and fewer meats, venture capitalists look at cash flow, business model, market value, etc., venture capital investment in the windy times have passed, if you want to get investment, you need to find some venture capital media.
With the media we need to be based on their own needs, whether it is for the user, or investment, or product, whether they want to bring traffic or enhance the brand image. According to their own business characteristics to be equipped.
Setting off fireworks
How to make your company like fireworks in the night sky, quickly attract people's attention? Which part should be amplified? The goal of "fireworks" is to make your company's brand explode in a short period of time.
Startups have less money, fewer resources, and fewer stories to communicate. So it's better to spread the word over a long period of time than to focus on a short period of time.
So how to set off fireworks?
▎Put the business value of the enterprise:
Startups must think, my product or service is not creating value? Value can include economic value, social value, sentiment and so on, do communication to value. Remember to do communication is not simply marketing themselves, only their own side of the position, so the marketing will be very powerless. We want to reflect the value of the product, but also to reflect the value of the industry, I and what we want to change and so on.
▎Use the value of the media:
The media will not be easy for the brand to do endorsement, write soft copy. The media pursues objective factual reporting. Very often the media is standing in the position of the public, if a company to enhance the efficiency of an industry, or have a unique point of view, etc., this is the value of media attention. We need to grasp the value of the media before it spreads to more people.
▎Touch the value of the user
Control the rhythm
When setting off fireworks, pay attention to control the rhythm.
In the startup era, if you don't make a sound for a few months, users can easily forget about you! So you need to create a small climax from time to time, do some activities, do some dissemination. Every company is in a different state, at a different stage, so the style and rhythm of play varies from person to person.
We need to grasp the rhythm according to the product/company development stage.
For example, if the first product is released, when will the iteration be released? What needs to be done in between? --Does it need to be a voice on behalf of the industry? Leave the product in suspense? And so on all these need to be designed. In this way, at each stage, we can hook the user's desire to achieve proactive brand communication.
Share a case study of event marketing we have done.
We have served a workplace big data platform, which has a lot of information about the employment situation of Chinese colleges and universities, the salary situation, through the platform can query the popularity of colleges and universities, the status of each specialty, employment situation, etc., full of dry goods. This kind of thing is not known at the beginning, we need to let others know.
We borrowed the 2014 college entrance examination. The college entrance examination is a hot event with a high degree of concern, after the college entrance examination, we need to fill in the volunteers, need to check the college situation, professional situation, this time the advantages of this platform can be distinctly displayed.
We combine our products with the college entrance exam and produce big data reports on Chinese colleges and universities, including the ranking version of Chinese colleges and universities, salary rankings, etc. This is a major concern for students, parents and the media. This is of interest to students, parents and the media.
With media attention, it can bring a lot of influence to the platform.
After the report was done, we took the initiative to find 20 media outlets to participate in the release of the report. At that time, this company was still very small, in the company's conference room to open the conference, the day of the media release, caused a strong reaction. The entire Chinese metropolitan media/network media came to us for the report, because it pierced the focus of media attention, and at the same time, actually publicized the product. The backend of this platform was even paralyzed at that time.
This is a typical event marketing - fireworks, after the release must also pay attention to the pulse of the enterprise, control the rhythm, to achieve effective brand communication.