I have read the book Crazy Story 1, which left a deep impression at first. When I first saw this book here at the headquarters, I was puzzled by the word "crazy". At that time, I was wondering what this book was about. The title is like a brand. Whether customers can choose us or not, the brand is still very important. Seeing the words on the cover of the book is also very attractive, which makes you feel very attractive.
This book is mainly about the spread of brand influence, and it is based on the cases of successful enterprises to analyze the communication power, and many of them are selling this piece and imitating it at present.
For example, the differentiated communication of members, just like private clubs, should reflect the special treatment of members, so that customers can feel the difference and dignity between them and ordinary people, and customers will inform friends in need by oral communication to reflect their value. Agency communication, like the current commercial communication of WeChat, member day communication and mysterious communication, makes a brand rare and mysterious, suitable for those.
These are just the communication themes in some books, and many people in the market are imitating them at present. Among them, I was deeply impressed by the communication in the same industry. Just like last year, there was a wine called Kava. As most of us know, this wine has not been seen in advertisements, nor has it been specially talked with any supplier, but it has been passed on from mouth to mouth among people in the same trade. Only by word of mouth from customers did we know about this wine. In just a few months, it was on fire. Of course, there are problems behind this wine, but it is also because this wine has some special functions that make people pass it on from mouth to mouth. Pure K has also been widely circulated by people from all walks of life. Word of mouth has influenced the brand, and the spread of peer suppliers has also brought us a lot of positive publicity. Personally, I think our high-profile brand also needs the reputation of the same industry, provided that we are more distinctive than others. Our high-profile brand awareness in Shenzhen is often passed down by word of mouth from peers. People in the industry in Shenzhen still have a high recognition of us. During the opening of Chang 'an Store, many investors from the same industry visited us. Personally, I think all the good actions in our store at present can be summarized and trained, so that the manager can explain what high throwing is for when he visits the same industry.
Perhaps most of the operators in the industry were not well-known before, and they were not very popular when people came to visit the same industry, or many stores were very exclusive when the same industry came to the market. Such a move would also reduce the reputation of visitors to the brand, and it would also be passed on from mouth to mouth.
We can't stop customers from visiting, so customers are welcome to visit, and we will generously introduce and guide them. Chang 'an Store met a group of investors from the same trade and kept walking. When I was taking pictures, I found them in the aisle and asked the customers where they were from. The customer didn't answer, but he said he would turn around. I told him that I was the manager here. We welcomed them to visit and gave us valuable advice. After talking with them, I found that they really belong to the same industry, and they wanted to buy Wanda Super K before, but they didn't buy it because of various problems. I also showed him around the scene, showing various functional areas and our current high-profile actions, such as CD-ROM action and dormitory management. Our high-profile people's salary standard is to send money to their parents, and shared the purpose of this implementation. Although we still have a lot to improve at present, I personally think that colleagues will visit the new store, so since we are going to receive it, we can establish a standardized explanation standard, which will make our brand reputation more influential.
The above is the brand oral communication I saw in the book, and I think it is also more suitable for our communication mode.
I've been reading the book Crazy Biography for a week, and I want to "like" (step on) myself. It wasn't so inefficient before. It seems that Wu 100 is not good at eliminating distractions and portraying characters. I'm holding you back by talking about my motherland ~
The third section of "Crazy Biography" should be social. There are three key points. First, the core, human beings are social animals, and often take the behavior of others in society as the standard of their own behavior. For example, if you go to a strange place for dinner and don't know the exact information, you will definitely refer to the places where those people line up. Therefore, if you want to spread your products or ideas, the first thing to do is to make these things public so that the whole world can see them. The easier people see them, the more likely they are to talk about them. The second is the key to communication, and the private goods are open. Mark an open signal for private choices, behaviors and opinions, so as to turn unobservable thoughts and behaviors into more observable things. Once something very private is made public, it will attract a large number of people to observe, so as to achieve the purpose of being spread. For example, some people advocate environmental protection and put up slogans in the society to call for environmental protection, which really played a certain role. But in order to make the effect more obvious, they may wear strange clothes or appear naked in public, thus exposing their privacy to the public, attracting people's attention and achieving the purpose of communication. The third is the essence of continuity-surplus value. Nike is going to hold the Tour de France, which is really a public event and can have a good effect, but once the race is over, people will stop discussing and have no energy to spread it. However, Nike launched a yellow wristband at the same time of riding competition. Because the general wristbands are red and black, yellow is rare, so this wonderful color (the second point is that personal items are wonderful) brings people's attention. However, people can still see the yellow wristband appearing in society after the competition, bringing a wave of residual spread. For another example, the shopping bags in Wu Shang supermarkets are beautifully packaged and durable. Many housewives do not throw away their shopping bags after shopping, but use them many times for others to see again and again, thus forming a second and third spread.
In short, if some products or ideas are born to be displayed, let them be continuously displayed to people!
The fifth node is of practical value, and there are also some small details worth remembering. First of all, the practical value goes without saying. Once a product or idea is very practical, it is very likely to help others. As a product or concept with great social currency, it is easy to spread.
For example, an old man knew a simple and low-cost way to peel corn quickly, so he inadvertently demonstrated it on a video website. If this video is spread more than 5 million times. There is a girl who can't write, but has been sharing practical skills of reusing various household items in the headlines. Each video is only a few minutes, which really brings a huge amount of viewing and reprinting. The above reasons are practical!