So, what went wrong?
This book "Supersymbol Principle" co-authored by Huashan and South China Brothers, two founders of a well-known domestic strategic marketing and creative consulting company, will help you solve this puzzle and teach you how to influence consumers' buying behavior through correct marketing methods. In this book, the author will analyze the creativity and creative principle behind the "super symbol" in detail through easy-to-understand language and a large number of actual marketing cases.
This book is divided into four parts: cultural matrix, reasons for buying, super symbols and shelf thinking.
Let's take it apart one by one and talk about it last time-
One is the "cultural matrix" (telling you how to naturally integrate your products into people's daily lives from the perspective of marketing)
① concept
These four words are the first mantra of "super-symbolic principle". Simply put: how to parasitize your own goods and brands into the huge cultural matrix of human life.
The characteristics of cultural matrix are inevitable, and the form of occurrence is collective unconscious and spontaneous involvement, and all maternal behaviors are carried out subconsciously.
For example, our Spring Festival is a kind of maternal behavior that people in China cultural circle participate in. Originated in the Yin and Shang Dynasties, it is still hot today. Once the mother's behavior is formed, it has irresistible power, and the rituals and symbols contained in it will be passed down from generation to generation.
Every action we take is to meet the needs of our mother, because it is everywhere. For example, a person who goes to the toilet has four characteristics of maternal behavior: circulation, repetition, irresistible and true daily reflection.
The human society has prepared the scenes and props needed by every movement of the mother. For example, we have breakfast in a certain scene every morning, either at home or at the breakfast shop on the street. Props are buns, fried dough sticks and soybean milk provided by the merchants in this store. There are also different kinds of steamed buns. How do you know which is the meat steamed stuffed bun and which is the vegetable steamed stuffed bun?
At this time, we need to switch to another concept-symbol.
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② brand parasitism
The function of symbols is to reveal the value of products and props, and accelerate the speed and efficiency of information communication between props and prop buyers.
At this time, the focus will shift from the cultural matrix to the next stage-brand parasitism. That is, let products act as props in the cultural matrix.
In order to realize brand parasitism, we must reach a premise-let our products come from matrix, move towards matrix, become matrix and expand matrix. The realization of brand parasitism will inevitably lead to the next purchase behavior.
After the premise of brand parasitism and purchase behavior, the next step is to transform and occupy the words, symbols and ceremonies in a specific cultural matrix. Find the symbols, ceremonies and words that are most suitable for this brand, and then firmly occupy it.
Take Valentine's Day as an example-
What we can see in this picture is that Siebel has successfully achieved brand parasitism by linking her brand with the mother of Valentine's Day through the kiss discount activity. Over time, every Valentine's Day, we will associate it with this activity. This is similar to the annual double eleven. On that day, everyone thought the same thing.
Once the brand is successfully parasitized, it has been successfully shaped. What needs to be done next is to continuously strengthen its sense of ritual and make it a part of the mother ceremony.
Second, "the reason for buying" (from the consumer's point of view, tell you how to grasp the consumer's heart)
So, what can be done to successfully parasitize the brand?
At this time, we come to the "purchase reason", which is to awaken maternal activities in people.
The first step is to determine the "super words". For example, the birth of the best-selling Tibetan Password, with "Tibet" and "Tibet" as super words and "an encyclopedia novel about Tibet" as the purchase reason, the ingenious combination of the two can instantly stimulate consumers' desire to be interested in Tibet, and at the same time give consumers sufficient reasons to buy.
The key to buying reasons lies in impressing, not persuading. It makes sentences around the mother words, and creates a sentence that is both touching and rhyming with the simplest words, which makes consumers' hearts thump, thus impressing their desire to buy.
When we put forward the reasons for buying, every word must closely focus on the reasons for buying. Copywriting of products is to quickly list evidence to prove the reasons for buying, and the way of proof is always to impress, not to persuade.
Everything is ready, so we need to start with marketing. The essence of marketing is to spread the reasons for buying.
Third, "super symbol" (tells you how to establish your own brand and let you walk around in peer competition)
(1) Every action we take must conform to the instructions of the symbol;
② Products are fluid and symbols are eternal.
When we find a cultural matrix, the first thing we should see is the symbol system. For example, during the Spring Festival, a series of symbols such as couplets, door gods and Spring Festival Evening, a series of ceremonies such as ancestor worship and New Year greetings, and a series of words such as New Year greetings and congratulations on making a fortune blurted out.
The WeChat red envelope became popular overnight through the occupation ceremony and words.
Symbol is first used to communicate and convey its value quickly, and it often has natural visual impact. For example, the black and white plaid trademark of the reader's book company and the packaging design of a bottle of apple juice all use visual impact to make more and more consumers subconsciously remember it.
The process of transforming traditional symbols into registered trademarks, realizing protection and forming public assets of operators is the process from symbols to super symbols. As a product of intellectual property rights, super symbols have three characteristics: registrability, identifiability and describability.
Any value of all products can be expressed by super symbols.
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③ The only important question: What is a super symbol?
It is first of all a choice, which requires operators to consider what kind of traditional symbols to choose for transformation, which requires thinking about the self-evident of symbols. It is necessary to have a strong visual impact and be clear at a glance. Put away the product directly without any explanation, so that everyone who sees it can understand it automatically by common sense.
It represents a constant value. Only by ensuring its constancy can symbols have higher and higher value;
It controls the reward and punishment mechanism for operators. Can attract buyers and exclude non-buyers. In this sense, the super symbol realizes the moral purification function of the market economy;
It represents an ultimate willpower, and everything serves it.
Fourth, "shelf thinking" (teaching you how to quickly attract consumers to buy your products without hesitation, so as to have the greatest competitive advantage)
First of all, we need to define what is a "shelf"-the place where the information of goods or brands communicates with consumers. And this world is a world full of shelves.
In order to be in an invincible position in business, operators need to have territorial awareness of shelves. It is to firmly occupy the shelf as your own site and declare the ownership of this site through your own super symbol, so that competitors will not be able to squeeze in.
It used to be said that "products are mobile and symbols are eternal", but now it is also said that "goods are mobile and shelves are eternal".
In addition to territorial awareness, operators also need to have shelf awareness, that is, always aware of shelves. In the whole life cycle of products on the shelf, the first eye contact between consumers and them is the most important. If a consumer understands the reason for buying a product at first sight, then he has only two choices: one is to stimulate his interest, then take a look at the product under the specific words in the cultural matrix he carries, and maybe pay for it; The other is not to need this product, and then walk away immediately.
The efficiency and success of communication depends on the order and speed of communication between products and consumers. The key to success can be summarized in one sentence: using super sentence patterns and phrases to speed up reading.
On the eternal shelf, it is the lifelong work of every operator to create an eternal super symbol for eternal buyers. I believe that people engaged in related industries have a deep understanding of the fun and challenges.
Verb (abbreviation of verb) conclusion
The language of this book is easy to understand, which shows strong practicability in the combination of theory and practical cases.
For operators, it is the bible of marketing. If operators can put their creativity into all aspects of product building and brand building, they may turn their products into a super symbol, occupying all the shelves and the cultural matrix in consumers' hearts, thus changing their fate overnight!
For laymen, it can solve the puzzle of why they only love one product of the same kind.
For enterprises seeking brand creativity in marketing, it can provide very high reference value in product research and development design, trademark registration, publicity copy writing and so on.
As long as human beings still have eyes and ears and use language, the ideas expounded in this book will never be out of date!