The "Material Relationship" Between Brand And Public Knowledge

The author quoted an important concept, which is the circle of friends mentioned in WeChat. Here, the marketing planning agency of Beijing Li Jun century interpreted it as a circle of products, units and individuals directly related to the marketing operation and operation of enterprises. It included consumers, channel providers, operators, marketing consulting and planning agencies, media channel providers, and platform providers. They maintained strong business contacts with the brand and formed a strong "business relationship" in the process of brand marketing.

Enterprises in order to maintain this powerful "

"The marketers must always maintain the good interaction and development between the" circle of friends "and create valuable" things "for the" circle of friends "through the marketing programs and activities. At this time, the brand will get the" business "reward of" the circle of friends ", for example, the consumer will buy or help the brand to spread through the word of mouth. The channel chamber of Commerce will make the part of the sales scale of the two sides bigger and stronger, and the media channel will create brand communication opportunities for" something "brand.

The consulting and planning agency can provide more practical consulting and planning plans and plans.

With the development of social media, a large "known group" has been established for the entire marketing environment. These well-known groups have emerged from micro-blog V, financial commentators, marketing experts, Internet commentators, etc., including some financial media personages and scholars.

These societies are known as the most powerful content providers of social media, some are free, some are paid, others are professional, others are non professional.

Many enterprises

In the process of creation, it is very important to provide diversified and rich creative materials for these social public knowledge for the public to quote and play in the process of social media creation.

Some smart marketers create material for their brand, which directly stimulates the social public group to create content based on the material, and provides strong support for the socialized marketing of the brand.

In recent years, brands such as Xiaomi mobile phone, Huang Taiji pancake, orange orange and carved beef sirloin have made full use of this "material relationship" and carried out a large amount of free news marketing communication, which has played an important role in the establishment and growth of the brand.

Similarly, in the traditional marketing field, all brands also attach great importance to the "material relationship" between brand and public knowledge.

Guangzhou Hengda Group started with real estate, and then entered the field of professional volleyball and professional football. In 2013, it entered the bottled drinking water industry, and every time it entered the new field, it reflected its efforts to create "material relationship" between brand and public knowledge. It included the introduction of famous coach Lang Ping in the field of professional volleyball, and the introduction of famous star Kun card and World Cup champion coach Lippi in the field of professional football, all of which provided a great deal of material for social public knowledge.

Actually, in the process of writing this article, the author is practicing this "material relationship".