Click the image for details. Recently, Teacher Liu Chunxiong has repeatedly emphasized the essence of new marketing: all 4Ps are communication! Teacher Miao Qingxian proposed the concept of "marketing = communication"! Many friends have also discussed with me: how should traditional enterprise marketing transform? All of this revolves around a key word: communication! It also involves a department within traditional enterprise organizations: the marketing department! Facing the current market, many traditional enterprises have entered a state of collective aphasia: they don't know how to speak, and they dare not speak! What they say is either still in the style of the news broadcast, or they are just talking to themselves! This creates a natural gap with consumer groups, becoming a situation of the blind leading the blind! They spend a lot of money, but the effect on performance is not good! The marketing department either becomes a chicken rib department, or is often accused by the sales department of being a pig teammate! Root cause: The era of advertising slogans is over! A classic, catchy advertising slogan that makes consumers' eyes shine and everyone remembers it—this seems to be the dream of many traditional enterprise bosses. For this sentence, many bosses spare no expense, hiring experts and third parties to help plan, as if each word is worth a thousand gold! However, we find that among thousands of enterprises, few can find this successful sentence! Remember: this era has passed! The creation of advertising slogans is an inevitable result of the centralized communication era! In the traditional media era, you could make words come from one source, using money and resources to increase volume and frequency! A lie repeated a thousand times can really become truth! Consumers in the era of rampant counterfeit goods could also rely on advertising frequency and height to gain a sense of consumption security and increase trust! Today, when communication rules have changed, we must recognize the reality that product thresholds and market purification have improved! In terms of quality, the differences between brands are narrowing! Many products have little difference in their ability to meet basic needs like eating and drinking well! When warm-fed brands are at the same level in providing basic needs, there will inevitably be a situation of thousands of troops crossing a single-plank bridge. At this time, the old, weak, small enterprises, or small brands, almost have no chance to take advantage; they either fall into the water and are eliminated, or there is no other choice! The era of advertising slogans is truly over. The probability of praying to the positioning god or planning master to decide everything with one sentence is not higher than the probability of winning a multi-million lottery! This is a disease that needs treatment! Is there a prescription? Prescription: Abolish the eight-legged essay! Why mention the eight-legged essay? The traditional marketing department's work is like writing a proposition essay, doing eight-legged essays! How to elaborate the brand, how to make up stories, how to follow the routine to find content... ... Note: The eight-legged essay was written for the emperor! The so-called eight-legged essay is a style stipulated by the imperial examination system in the Ming and Qing dynasties. Each essay consists of eight parts: breaking the topic, continuing the topic, starting the discussion, entering the topic, starting the argument, middle argument, later argument, and binding argument. The last four parts are formal discussion, with the middle argument being the core of the whole essay. In these four sections, there are two parallel and antithetical sentences, totaling eight parts, hence the name. The Marshal Tianpeng of the marketing department, panting and sweating, created brand slogans and communication plans. After ten years of hard study, they submitted to the emperor boss, who with a wave of the imperial brush, only the top scholar could pass! After the eight-legged essay was distributed to the common people: Huh, I can't understand it... ... Thus, the era of the blind leading the blind and talking to oneself began! Of course, having a wise emperor who sympathizes with the people and often travels in disguise might be better, but once you encounter a pig boss, it's a tragedy! The above is just a joke, but the words are rough and the reasoning is not! Just understand one truth: speaking to one person is reporting, speaking to a group is communication! The best communication is a group of people chatting enthusiastically, even bragging! Doctor's advice: Be a bad student! What is a good student? Writing the proposition essay neatly and properly! What is a bad student? Dare to break the topic, have literary talent, and even write the article in a way that is earth-shattering and amazing! The brand name is the essay topic. Good students always rack their brains staring at the topic to get a high score for submission! What if you forget the topic, remember the tone, and let your imagination run wild? Most existing brands are traditional enterprise brands, often unchanged for years, decades, or even centuries! Key points for homework: Breaking the topic is not deviating from the topic! Do not leave the industry attributes, clarify the tone, content first, brand behind, even forget it! Only by weakening brand traces in communication can content be unrestricted! For example, the People's Daily's military uniform photo, if still starting from orthodox media thinking, it would be difficult to achieve the communication effect of 700 million people! Another example: Taishan Beer, if only extending from the concept of Taishan, or starting from the proposition of beer, no matter how you do it, you can't break through the giants' communication array! But today, we find that consumers remember two keywords: one is the 7 in 7 days, and the other is raw pulp! In the traditional enterprise organizational system, execution is the duty of professionals! Mischievous children are often not welcomed by teachers, and the emperor boss cannot tolerate unconventional talents. The organization and system stifle content creation and creativity, and there is no democratic atmosphere for multi-directional communication with consumers! The transformation of the marketing department is not just a departmental transformation, but a transformation of the organization and even the ecosystem! For example, Xiaoshile, which achieved sales of 200 million in just half a year from brand creativity, established a luxury advisory team focused on communication, directly set up the communication department in a consulting company, kept only the sales support department internally, and set up the headquarters office next to the consulting company! They connected distributors, terminal owners, waiters, and KOLs to form a powerful targeted communication matrix! Way out: Deviate from the norm but not rebel, go down to the people! Communication is not only me speaking and you listening, but also everyone speaking and everyone listening, and possibly everyone speaking and me listening! No content, no communication; content is among the people! Marshal Tianpeng (the marketing department jokingly called pig teammates by the sales department) must be serious and solemn in the heavenly palace! When descending to the mortal world, enjoying good food, drink, and beauty, they become internet celebrities! Find your consumer groups, classify your consumer groups, understand who your KOLs are, who your brand users are, and who your consumer users are! Groups are blind, low-intelligence, and can be suggested and led! (It is suggested that Marshal Tianpeng and the emperor bosses read "The Crowd" in depth) The marketing transformation of traditional enterprises is a systematic project, starting from the product end, supply chain reform, organizational restructuring... It may be difficult to start from just one point! However, in the future, a project with the marketing department reform as a breakthrough point may be an option. Whether traditional marketing enterprises can successfully transform is actually whether the brand upgrade can keep up! Being abandoned by the market is actually being forgotten by consumers! In the future, the key to testing whether a traditional enterprise can successfully transform lies in the marketing department (some say it's the emperor boss, but that would require a change of dynasty and starting anew, which is another matter)! The configuration and capabilities of the marketing department will be one of the main engines for the survival and long-term development of traditional enterprises! ■ Liu Chunxiong's comments:
- Teacher Fang Gang's thinking on transformation always revolves around the marketing department, which is the key. Not only does transformation require organizational support, but the marketing department is also the central link in marketing. This is the thinking of someone with practical experience.
- Marketing is communication, understood correctly. Although there is controversy, opposing views are only due to incomplete understanding; there are no constructive different views yet.
- The term "advertising language" is good. Traditional media advertising relies on repetition, repetition, and more repetition. Those who dislike it also fear repetition. Internet communication has no chance for repetition. Spending hundreds of millions to remember one sentence—such communication will still exist in the transition period, but it has no future.
- Communication language used to be the meditation of a few, but now it's UGC (user-generated content). The logic has changed. In one sentence: rebuild the underlying logic, re-refine the methodology, and rediscover the methods. 【Extended reading: Teacher Fang Gang: On the Marketing Department Series】 Click the image for details. The 3rd (CFIC) China FMCG + Internet Conference will be held in Chongqing in October 2017. The conference will closely focus on the theme "New Forces, New Ecosystem" and invite 1000+ distributors, 500+ brand owners, 200+ B2B platform founders, and 100+ investment and financing institutions to jointly explore a new chapter of cross-border integration! Core topics of this conference:
How can the FMCG industry leverage B2B to achieve new growth opportunities
How to build the new supply chain behind new retail
How can intra-city logistics help B2B achieve leapfrog development
Highlights of this conference:
The industry's first "2017 China FMCG B2B Industry Competitiveness White Paper"
Case sharing of excellent transforming distributors
Exhibition upgrade: Hall 6 Internet Technology Exhibition strengthens networking
Alibaba Retail Link, GLPC Finance, EASIA Supply Chain, Best Store Plus, Yijiu Pai, Unilever, Haiding Technology, Yunmei Media—leaders from the most well-known companies in various fields will give speeches and share pioneering views.
October 17-18, 2017 Chongqing International Expo Center Registration is now open. Long press the QR code below or click "Read Original" to register. Early bird tickets before September 15 enjoy a 30% discount! Add friend with note "Conference Registration" Click the links below to review the highlights of the first and second FMCG + Internet conferences: 2016 "FMCG + Internet" Summit Forum 2017 (2nd) China FMCG + Internet Conference Click the links below to review the highlights of the first and second FMCG + Internet conferences: 2016 "FMCG + Internet" Summit Forum -END-