The survey population is 16~26 years old young men and women, mainly targeting at school students. Using telephone question-and-answer survey, the problems involved include: the influence of media, the influence of communication methods, the influence of communication channels and the influence of communication means. There were 50 telephone surveys, 46 of which went smoothly. Here are the statistics:
There were 32 women and 4 women who refused to answer questions. The actual valid data are female 28 and male 18. 82.6% people are in the range of 18~2 1 Generally speaking, the number of people who prefer TV is close to 65%, mobile phones account for nearly 76%, and the Internet accounts for 79%, which is the most influential way of communication for teenagers. On the contrary, the influence of radio on teenagers is relatively low, accounting for only 6.5%. Among them, the types of advertising information that women and men pay attention to are very different. Men pay more attention to sports, leisure, news and military affairs, while women mostly pay attention to dressing and makeup. When answering their favorite types of advertisements, respondents generally expressed their preference for relaxed and acceptable advertising communication methods, which were easily attracted by novel advertising ideas. At the same time, thought-provoking public service advertisements can also cause teenagers to think. Leaflets and small advertisements posted on the street reflect different degrees of impatience and resistance, and are considered unreliable. Only a few people will read the information. During the investigation, I found that most teenagers like to share their experiences and feelings, which is an important topic for teenagers to chat at ordinary times, and they generally show more trust in the recommendations and suggestions of their peers and will pay considerable attention to them. In the end, I come to an invariable factor, that is, innovation and emotion are the eternal clues for advertising to impress young people. Everything about young people is new ideas, emotional demands and rational needs. A good advertisement must find the psychological breakthrough point of young people, and make reasonable and appropriate advertising production and product promotion, so as to achieve the maximum publicity effect.
Now most brands have encountered the following problems:
1, consumer behavior changes. Social network has completely changed the consumption concept and behavior of a new generation of people. Nowadays, young people no longer watch TV, but turn their attention to computers, mobile phones and tablets. Young people can choose their own favorite content, and are no longer affected by the spread of compulsory content. This also means the real arrival of the era of consumer sovereignty.
2. Competition has intensified. The market is more and more subdivided, and there are a large number of businesses competing in each subdivision. In the environment of the Red Sea market, problems such as more and more expensive traffic, price wars, and consumers trusting platforms instead of brands are inevitable.
3. Cultural intergenerational. Most traditional brands with a long history have encountered the problem of brand aging. In fact, the root cause of brand aging is not brand aging, but not recognized by young people. The large-scale connection of the Internet has given birth to various subcultures among young people, resulting in cultural intergenerational problems. Traditional brands don't understand the language and culture of young people, which is the essence of brand aging.
When talking about these problems, we find that we can't do without one thing-the Internet. The classic methodology of traditional marketing was regarded as the standard before the Internet era. However, today, its disadvantages are gradually exposed, so that the overall methodology began to collapse. To sum up in another way: traditional marketing is no longer applicable to the Internet environment.
So, what kind of marketing can be accepted by young people today? Let's study an Internet thinking marketing case of Tmall brand.
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In fact, "hip drying contest" and "ecstasy sitting contest" are an event marketing plan of PPW brand.
PPW is a Tmall e-commerce brand focusing on hip cushions. When most brands suffer from Internet anxiety, PPW takes the lead in trying to interact with young people through new media to get traffic.
As we all know, the function of ass-lifting pad products is to beautify and shape buttocks, so considering that the audience is post-85 s and post-90 s, PPW puts more emphasis on emotional attributes in the information appeal of this event marketing.
The marketing of this event is completed in two stages:
The first stage: launch # Hip-drying Contest # Weibo Sun-drying Activity, and carry out the first round of communication, successfully attracting the audience's attention through reasonable guidance and advertising. At the same time, this stage also creatively combines short videos (micro-vision, beauty shooting) to do "national PP shake" video marketing.
The second stage: taking advantage of the opportunity to launch the # ecstasy sit-in contest #, which is also a photo activity in Weibo, but the psychological threshold for the audience to participate is low. Using the # hip-drying contest # to trigger explosions and promote the second spread of the event. The PPW brand has been exposed a lot, and it has also attracted a large number of users to participate in the competition, achieving a double harvest of traffic and fans.
This event marketing probably attracted tens of millions of exposures. And its event planning company alpaca Xiansen found through data summary that young people's concerns about the marketing of this event are as follows:
1, quasi-culture
For the post-60 s and post-70 s, who are more conservative, how can this sensitive part of the ass be said to be sunburned? The girl's sitting posture should be dignified and elegant. How can she be "fascinated"? However, open-minded young people will not worry about these things, but will have a strong curiosity about these sensitive words, such as "drying their hips" and "sitting in ecstasy". It is precisely because of young people's G-spot that such activities can really affect them.
Step 2 participate
The activity itself is highly topical and participatory. Li Wanqiang, co-founder of Xiaomi, mentioned in Sense of Participation that sense of participation means having fun with users. Remember, love and sharing are the essence of social marketing, and the design of participation is to mobilize emotional attributes. In the internet communication environment, hitting the emotional attribute can play the role of word-of-mouth communication and is of great value to the brand.
3, subculture posters
The activity poster adopts elements such as secondary subculture, no moral integrity and campus goddess, which has a strong sense of appreciation and cultural substitution, thus inspiring the enthusiasm of the post-85 s and post-90 s.
You can sum up the main points of this case like this:
1, the functional attribute is necessary and the emotional attribute is strong. In the face of young people, we should emphasize emotional attributes.
2. Participatory design.
3. Embrace the Internet subculture.
This is a successful marketing case, which can affect young people now.
Whether it is a subculture or a sense of participation, this is only a technical level. The essence of this change is the potential reconstruction of the commercial world by the Internet;
The decentralization of the Internet has penetrated into all fields of the business world. Today's social network has completely broken the pyramid communication mode of traditional media in the past, making the connection between nodes more flat. Large-scale trumpet marketing based on pyramid model has completely failed in the Internet age. C.K.Prahalad, the author of Consumer Dynasty, once said: "Company-centered innovation has died out. On the contrary, consumers play an increasingly important role in the process of creating value with their unique personal experience.
In such a communication environment, the era of consumer sovereignty has really arrived, and brands should take the initiative to lower their posture and make friends with users. Brands with a sense of temperature and human touch are more easily accepted by future consumers.
The event marketing of PPW tells us that young people, as an important consumer group, will get unexpected results if they use it boldly and guide it reasonably after considering their needs.
First of all, lock in the target customer group-"young people"; Second, the purpose-really impress and sell; Finally, the way is advertising! Solutions and processes:
1, determine the behavior data and consumption receipt of the target customer, and determine the consumption portrait! Including: age (age interval) gender (male/female) consumption behavior analysis (price interval/search heat portrait/comment heat portrait) and so on.
2. Selling products out of product value is to find the so-called feelings, that is, the human nature, stars, songs, events, hot words and functions of products in this era. The background of eg Jiang's first sip of liquor in China is the social changes brought about by the 80/90 one-child era. One person's refrigerator, one person's soymilk machine, without product innovation, are understanding people's lives in this era.
3. The advertisement is in the wrong form and lacks interaction. If you want to impress people, you should try your best to interact with the target audience through interactive media and event marketing. In order to truly achieve marketing purposes!
If young people are interested, it is easy to touch their hearts.
So the important thing is where this point is, how to find it, and make an investigation if necessary.
Some people say that advertisements that can enhance the sales force of products are good advertisements, others say that advertisements that can enhance the brand image are good advertisements, and some even say that advertisements that can make people spontaneously spread are good advertisements. Yes, we can't exclude these statements, because these statements are the essence of advertising masters, countless advertisers and countless advertising audiences. In 1950s, R. Reiss, the world advertising master, put forward the theory of Unique Selling Proposition (USP), that is, it must be the ultimate interests that other brands failed to provide to consumers, and it must be able to establish a brand's position in consumers' minds, so as to convince consumers that the ultimate interests provided by the brand is unique, unique and the best.
Whether the expression of advertising is based on product selling point or brand image building, whether you are rational sales or emotional temptation, the basic starting point of advertising must be to impress consumption. Only in this way can advertisements be called valuable advertisements.