The performance is improving quickly! That's how the little red book marketing circle should play!

At present, Xiaohongshu has become one of the most favorable positions for major small and medium-sized brands to form traffic, encourage sound volume and promote sales. However, in this little red book marketing war, some small and medium-sized brands have issued different voices-"there is no transformation, interactive data and high discussion, but it is of little use, and it cannot become GMV and users, and it cannot let our enterprises continue to survive." Why is this happening? After analyzing hundreds of "failed" marketing cases of small and medium-sized brands, we find that the biggest problem is that these small and medium-sized brands are still superficial in their understanding of small and medium-sized brand marketing and lack systematic understanding. How to create a high explosion rate from incoming to breaking? What are the key points in different stages? How to vote for the effect advertisement? For these problems, small and medium-sized brands simply can't come up with systematic and effective solutions. Some small and medium-sized brands habitually copy their homework, but the result is four unlike! In this case, the marketing failure of Xiaohongshu can only be an unreachable dream! Not only small and medium-sized brands, but also some well-known brands will make mistakes in the marketing of Xiaohongshu. Not only small and medium-sized brands, but also some well-known brands will make mistakes in the marketing of Xiaohongshu. Only people can adjust quickly, while small and medium-sized brands will go all the way west! Take plum wine in the ginger era as an example. The early little red book was launched in the direction of daily life and small freshness at home, and the data never went up. Why? There are too many similar launches, and this "no selling point" promotion is difficult for users to remember. The notes it produces, if you change the name of another brand, are not contradictory at all. So, since you are so "ordinary" and so "popular", why should I remember you? After this problem appeared, Time Plum Wine was quickly adjusted-"a cheap table wine with fireworks" was born. This time, Time Plum Wine is no longer a cheap fruit wine in Little Red Book, nor a girl's wine, but a product that is "very retro, very smoky, within reach, and cheap to drink". Then, with the theme of "time", "fireworks" and "Jianghu spirit", time plum wine has played a great role in emotional output, making women feel the chivalrous style of "hating a glass of wine and dreaming of Jianghu in bed" through time plum wine. As a result, time Mei Shengping soon broke the circle in Little Red Book. In addition to the vague selling point of time plum wine, there are many mistakes that small and medium-sized brands often make when marketing little red books, such as blindly spreading products from the beginning, taking the selling point of products as the promotion point, paying attention to the penetration rate of people rather than the publication rate, clarifying the purpose of each little red book note, emphasizing "quantity" rather than "quality" in the notes of little red books, and ignoring the comment area of notes. By the way, how many mistakes did you make? How to create a correct, effective and cost-effective marketing plan of your own brand? Next, let's take a look at how the marketing of Little Red Book is done under the five-dimensional communication system. Simply put, it is divided into five steps: 1, product positioning: this is the first step of brand launch. Five-dimensional communication is based on "six-step introspection and four-quadrant positioning method" for product positioning. After determining the selling point of the product and the core needs of users, put it in. In addition to achieving marketing precision, this move can help enterprises improve the ratio of production to investment, and also help brands sort out the development context and help brands develop steadily for a long time. 2. Conduct a survey of competing products: carry out five-dimensional communication from the main products of competing products, the matrix and types of selected talents, the content direction of explosive notes, the proportion and rhythm of delivery, user portraits, public opinion and other aspects, so as to provide more targeted delivery strategies and paths for the brand Little Red Book. 3. Reserved content and scenes: Based on the data in the industry database and the analysis of notes and comments in various traffic markets, Five-dimensional Communication will conduct fusion analysis and content divergence according to users' concerns and their own brand characteristics, and dig out reproducible explosive content and consumption scenes. 4. Start precision marketing: With the help of Xiaohongshu KFS content marketing mix strategy, with information flow and search advertising as the leading factor, five-dimensional communication makes notes reach users accurately, thus detonating products layer by layer, improving retention and transformation, and promoting brand five-dimensional promotion (popularity, reputation, authority, goodwill and exposure). 5. Post-maintenance: Based on marketing volume data, reading data, interactive data, keyword note ranking, conversion effect and other data, five-dimensional communication has created a "sustainable" marketing road for the brand, and promoted the brand to achieve long-term development in the continuous volume and sales promotion. In fact, if we pay attention to the brands that have successfully broken the circle in the marketing of Little Red Book in recent years, such as babycare, red elephant, kangaroo mother, rabbit head mother and other maternal and infant brands, beauty brands such as Mofashijia, KIKO and Grain Rain, and beverage brands such as Yuan Qi Forest and Bio-E, we can easily find that their marketing planning for Little Red Book has the basis of five-dimensional communication. Of course, the "five steps" of five-dimensional communication is only the most basic framework under the system. Based on the five-dimensional communication system, the brand Xiaohongshu will plant grass, and the specific problems will be analyzed in detail. Combined with the brand's own development status and product characteristics, it will be integrated and adjusted to create a mature and systematic marketing plan for Xiaohongshu, aiming at creating explosions and increasing sales, but also realizing the rapid and sustainable development of the brand and amplifying the long-term value of planting grass! * part, if there is any infringement, please contact to delete the five-dimensional communication. Five-dimensional communication always takes brand systematic promotion as its core marketing direction: not only brand exposure or product-guided purchase as its sole marketing purpose, but also bringing long-tail value to the brand and promoting five-dimensional brand as its overall marketing goal. I hope that through the promotion of the five-dimensional brand, the brand will achieve sustained and effective development and growth. The growth of brand is a process from seeing to being seen, and the core is inseparable from the promotion of five-dimensional brand. Authority &; Attention &; Word-of-mouth & information degree: In the context of the new marketing era, brands actually need systematic marketing promotion, not only to expose brands to users in a short time, or to guide the purchase of products, but more importantly, to realize the organic combination of brand marketing and the content ecology of various marketing platforms, so as to systematically promote the five-dimensional promotion of brands. So as to realize the five-dimensional communication value of the brand's sustained and effective development: 1, and remember the brand impression of consumers when they are impacted by countless information; 2. Let an enterprise be supported by people no matter what activities it carries out; 3. Advertise reasonably and effectively, without wasting advertising fees; 4. Advertise through multiple channels, systematically promote their own brands in multiple dimensions, and systematically enhance their brand power; 5, launch new products and detonate word of mouth. In a short time, the content reaches the most targeted consumers. 6. Plan new brand topics and new activities to present brand diversity to consumers and increase consumer stickiness. 7. An old brand, building its own brand moat, can be regarded as the basic heat construction and market scale defense. 8. A product and a brand can stand firm in the torrent of information. Five-dimensional communication case: 1, representative case of home improvement industry-Gu Jia-helping Gu Jia to build a brand moat, helping Gu Jia to return to the head brand; 2, representative case of children's toy industry-HAPE-three events, three topics, fission communication has produced a billion-level exposure to the brand; 3, representative case of trend trading industry-taking things-improving the word-of-mouth problem of taking things, and helping brand word-of-mouth change and image. 4. The representative case of skin care and beauty industry-Meikefei-led Meikefei's new little red book notes in a short time and rushed out of the competition circle of & category. 5. Fashion clothing industry-Fan Dean-helps the brand to go from humble to the first category in a short time. 6.3C Industry-Li Mibo-Zhihu Content Marketing, to help brands seize the first five-dimensional communication "product combination" package of washing machine category: 65438. Question-and-answer scene shaping can keep brand freshness and growth, shape brand authority and embody brand characteristics. 3.Tik Tok promotion: matching talent matrix+scene content creation, multi-scene reaching users, deeply affecting users' minds, enhancing brand exposure and building consumer awareness. 4. Brand promotion: establish a solid brand foundation and consolidate brand strength. 5. Customized package: Customize the exclusive marketing plan for different enterprises/brands.