Let's take a look at some familiar cases: tea funeral, dog ignoring buns, rice suffering, Sichuan toilet string incense, Japanese toilet restaurant
It is said that the name of food should be as beautiful as possible to make people feel delicious. But some people want to do the opposite. For example, there is a toilet in Sichuan, and there is a "strange and unpalatable" chain, and there is a toilet restaurant in Japan. Why do steamed buns that dogs ignore become people's love? Think about your psychological reaction path: huh? A steamed stuffed bun that dogs ignore? -How bad is that? -why do you sell it when it tastes so bad? -What are the characteristics? -definitely not ordinary! -buy and eat! -it's much more delicious than I thought! That's great. I'll buy it next time! -interesting, introduce to friends! It is true that Goubuli steamed stuffed bun has become an old brand, a brand and a successful IP today. However, it was successfully promoted without any advertisement at the beginning, and it continues to this day, indicating that such a name does not hinder its sales, and even promotes its sales.
The second trick to build online celebrity: select a product, concentrate the superior forces to storm and create an "explosive product"
If you want to make a splash in catering these days, the first way you think of is to find an explosive product.
Then I kept imagining a picture in my heart-under the stimulation of this explosive product, the number of customers in the store increased several times, the sales volume doubled several times, and the brand culture became younger because of the addition of these new explosive products.
To some extent, this effect can be achieved in a short time. How to build explosives, we must first make clear a rule.
Explosives are divided into three levels:
First-class category: bread, cake, western pastry, etc.-fertile soil for long explosives.
Secondary category: for example, semi-cooked cheese-a main raw material from the first category.
Tertiary category: for example, chocolate-a secondary raw material from the first category.
These are three kinds of seeds of explosives. Large seeds bring longer aging and greater development space, which is the first-class category.
They tend to be staple foods, and people will eat them repeatedly and get bored. And because the staple food category is mostly for family consumption, it can raise the unit price of customers unnoticed.
With the shrinking of seeds, the growth ability will be reduced accordingly.
Therefore, in the planning of explosives, more efforts should be made in the first-class category. The second and third categories are set as the positioning of "icing on the cake". Only relying on online celebrity explosives to build and upgrade the brand is a temporary solution, not a permanent cure.
The third trick to build online celebrity: Go back to the essence of marketing-build products like raising children.
Building a brand is a long-term project, just like cultivating your own children, you must take a long-term view. This is what cognitive thinking emphasizes: long-term interests >; Immediate interests. Online celebrity is just a stunt. Ultimately, success or failure depends on whether your product can stand the test of time.