Following the closed-door private meeting of Jiang Nanchun, chairman of Focus Media in August, many brothers from the Top-level Golden Crown Club responded enthusiastically and asked: I am not satisfied, let’s have another game!
So after coordination among multiple parties, on the perfect day on October 10, the private sharing meeting of all the big names exclusive to all the billion-level Golden Crown Club brothers was held again!
Brand is traffic
"Brand is traffic" is the theme of this closed-door private meeting. From the macro environment to brand instances, and from dividend iteration to brand marketing, Jiang Nanchun can be said to have everything he knows. He frequently pointed out that "brands must occupy a reason for choosing you in the minds of consumers rather than choosing others. When customers have such demands, your brand can become the first choice." So how can it become the first choice for consumers?
What we really compete for is the consumer's right to choose, allowing brands to occupy a simple and clear keyword in the minds of consumers , such as Volvo is safe, Jeep is off-road, etc., so that they can be immune to future price wars, promotional wars, and traffic stations.
Find the right words, repeat multiple times, seize the minds of customers, form long-term memories and put the brand at a high point, so the practical significance of the product is not that important in comparison.
Jiang Nanchun gave an example: There were once three Coke brands in the US market - Coca-Cola, Pepsi and Crown Cola, among which Coca-Cola has the highest share, Pepsi second and Crown third. That year, MIT conducted a blind test experiment to test people without knowing the brand. The results were unexpected. Crown Cola ranked first and Coca-Cola ranked third.
Crown Coke took this to make a big splash, believing that the opportunity to overtake has come, but consumers did not pay for it, because technological development has intensified product homogeneity and innovation will be quickly imitated. Although its products are ahead of its competitors, most of the product advantages do not have enough communication resources to let customers know.
On the contrary, someone conducted an explicit test experiment later, and the results can be imagined that Coca-Cola won the first place, and the unknown Crown Cola ranked last.
Therefore, the product is important, but brand awareness is even more important. It will affect customers' perception and expectations of the product, and customers usually make choices directly before experiencing it!
In addition, Jiang Nanchun has frequently presented a large number of brand cases with his rich experience, and golden sentences have appeared repeatedly, just like a "golden sentence manufacturing machine":
"The flow dividend and demographic dividend have ended, and the capacity for production and supply is continuing to rise."
"Replace homogeneity with differentiation, and replace price war with value war"
"Investing in advertising is like investing, doing repetitive and accumulating things, and enjoying compound interest in time"
...
One-on-one consultation
A brother from the Jinguan Club, who is a family-owned home accessories category, mainly fabric mats and decorations such as sofa mats, floor mats, table mats, etc., asked Jiang Nanchun, how can a brand power be improved under the multi-brand layout?
First of all, we should focus on a brand and describe a clear target population , just like fabric mats. Its use scenario is to prevent the "little devil" at home from scribing and painting, so the logic of the product is more detailed, "There is a little devil at home, you need sofa cushions, table cushions, and floor cushions."
Home accessories include many products and belong to channel brands. They are similar to "Jiabang". If you want to find "Jiabang" for storage boxes, garbage cans and other products, you can use an advertisement to tell the public to recognize the brand if you buy such products.
Because a single product itself does not have strong brand attention, the problems that need to be solved are very simple, and we use one channel brand to summarize.
Therefore, it is recommended that this category be integrated into a channel brand, "If you buy floor mats, table mats, and sofa mats, find a certain brand." Because the market size of a single category will not be too large, so if you integrate various small categories of products, you will have a scale of 10 billion, and if you occupy 3 billion of them, you can become a leading brand.
More than 30 billion-level Golden Crown Club brothers present all raised their own pain points to Jiang Nanchun. Even if they were outside the "range" of Jiang Nanchun, he would fully understand the key information and think quietly for a moment, and do his best to answer questions and solve problems for every brother who came here from different angles, and live up to every expectation!
After more than 5 hours, he kept releasing his useful information. Lao Gao sincerely sighed at the scene: I have never seen President Jiang speak for so long!
This may be the unique charm of Golden Crown Club ...
Jiang Nanchun not only has profound knowledge, but also has a tireless spirit of teaching. During the whole event, he was like a hard-working teacher, irrigating what he learned and thoughts to all the brothers present, satisfying everyone's desire for knowledge and giving them a lot of gains.
At the end of this event, the brothers of the Golden Crown Club took a photo with Jiang Nanchun, bringing the end of this big-name private meeting!
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