"We found that the success of many brands or projects, in addition to quality and service, is largely due to marketing. In this upsurge of consumption upgrading, brand marketing seems to be more critical. Therefore, we try to explore the mechanism behind marketing and provide entrepreneurs with more reference angles. Herbal flavor. This brand is no stranger to everyone. It ranks second in the Tmall snack brand sales list. In 20 17, the omni-channel retail scale of Baicaowei exceeded 4 billion, up 42.96% year-on-year, and its members reached 40 million. In 20 10, when Baicaowei was fully transformed into an e-commerce, its annual sales was only 23 million, which increased by nearly/kloc-7 years. In 20 10, when the herbal flavor turned to e-commerce, there were already several snack brands in the industry, and then three Internet brands such as squirrels rose and developed rapidly. Then, in addition to the strength in products and supply chain, in terms of marketing, how does Baicaowei make the brand quickly known and accurately reach consumers with less budget and resources and the rapid rise of new brands? Entrepreneurship visited Baicaowei and conducted an in-depth interview with the head of Baicaowei content marketing, mutton kebab (the flower name of Baicaowei Company), trying to find some answers for readers. How did Baicaowei hit many explosions? In 20 16, the sales of Herb Flavor was 2.7 billion, while in 20 17, it soared to over 4 billion. This is inseparable from the exposure of Baicaowei in TV series last year, not only the brand exposure soared, but also the sales volume increased to some extent. Last year, a hundred herbs hit two explosions, to the sky kingdom and My First Half Life. Before that, Korean dramas such as W Two Worlds, Choosing a Day, and Northern Guangzhou Still Believe in Love also received good attention. So, how did Baicaowei hit these explosions? Mutton kebabs said that when they first entered the business, they chose 10 drama, and maybe only 1 drama. With the deepening of their understanding of the industry, the "hit rate" will be higher and higher, and even "three movies can be selected 1 drama". However, no one in this industry dares to say that he is "winning every shot", because consumers' tastes are constantly changing, and it is hard to say that a certain theme will definitely be popular. Nowadays, it is an era that people need to be hooked by creativity. Therefore, the choice of drama depends on what the content can really hook the hearts of consumers. In the view of mutton kebabs, there are only two kinds: 1. Look at yourself. For example, in The First Half of My Life, everyone can find a sense of substitution in this play, and feel that the role is themselves or people living around them. 2. Look at the legend. Although the characters in the play are hard for the audience to reach, they can be mapped to the images in the audience's mind. For example, not everyone can reach the heroine in The Full Moon in bloom that year, but everyone is very keen on such stories. "The important thing is to see if the story can hook people's hearts." Mutton kebab said. In the selection of dramas, Baicaowei also has a complete evaluation system. First of all, in terms of content, we will communicate with the creators of TV series to find out what this drama can really shake consumers, including theme, screenwriter, IP, etc. In addition, there is an important consideration standard: matching with snacks, because only when the series and products are matched, will it have a better communication effect. Secondly, in the screening of actors, a male and a female of a drama can intuitively judge the quality of the drama. "Good actors are better at picking dramas than brands, so we will consider their past popularity and the performance of the repertoire." Mutton kebab said. In the choice of flow stars and powerful actors, Baicaowei prefers powerful actors, which coincides with the "good content" mentioned by mutton kebabs at the beginning. "Although the traffic star will bring some traffic, his long tail effect may be limited. Looking back, those big IP and traffic stars only played a role in drainage, but it really depends on the content. This implementation to actors is acting. " Mutton kebab said. In addition, the actor's commercial cooperation is particularly important. If the other party's cooperation is low, the value of the brand will be greatly reduced. Thirdly, the production team is also a hard threshold. Because of the hot money, the production level of film and television drama industry is uneven. Therefore, the past works of production teams, such as creative teams, directors, producers, production companies and others, have become a great consideration standard. If they have exploded before, then the probability of exploding products is even greater. Like the actors, the acceptance of business by the whole film is particularly important, so that the embarrassing situation that the content is very hot but the brand is not hot can be limited. In addition, the publicity platform is also an important consideration standard, which can refer to the drama selection standards of David, such as Hunan, Jiangsu, Zhejiang, Dongfang and Beijing, because they cover most of the first-line and third-line major populations in China. "In addition, when traffic migrates from traditional media to online media, we have to look at who the platform gives resources to, and the platform gives more publicity resources, and that content will be more popular. Because the 28 th principle is very obvious in this industry, 20% of high-quality content accounts for 80% of the market, and this 20% content must be a battleground for the three mainstream platforms. " Mutton kebab said. Of course, for popular dramas, the situation of "grabbing dramas" between brands also happens from time to time, which tests the ability of brands to make decisions quickly. In the drama series broadcast in the first half of this year, "There are trees in the South" and "Long time no see" implanted with herbs have also gained a certain reputation, and "Entrepreneurial Times" with realistic themes will be broadcast in the second half of this year. How to design the details of implantation? Last year, Baicaowei also made innovations in its products, among which the most eye-catching one was "Hug Hug Fruit", a product that has existed for a long time in Xinjiang, but its name is a bit earthy: jujube with walnuts. After a series of naming and promotion of Herb Flavor, Baobaoguo, as a single product, represents the whole category of "Jujube with Walnut". In My First Half Life, Jin Dong often gives the heroine a hug fruit as an emotional connection. With the implantation of these plots, the fruit-hugging index of Baicaowei reached the highest of 2 1000, which was about 18000, an increase of nearly 7 times. Compared with the previous month, the sales volume of single product increased by1670,000, an increase of about 53%. "Often some TV dramas are very hot, but the brands embedded in them are not hot. This is because although there are implants, they are not deeply implanted. In addition, although some brands are implanted a lot, they make the brand feel good in the eyes of consumers. The degree is greatly reduced." Mutton kebab said. However, the requirement of the herbal flavor for the implanted plot is "outstanding but not abrupt", which should not only moisten things quietly, but also make the audience feel the existence of herbal flavor. In "My First Half Life", Baicaowei also practiced this practice. From the implantation of the office building to the hug of the fruit in Jin Dong, sometimes even the camera didn't sweep the product, just explained it, but consumers were willing to pay for it. To sum up, the secret is to be reasonable on the one hand; On the other hand, it is necessary to connect with emotions. Mutton kebabs say that from the placement of props to the interaction with the plot, such as eating and broadcasting interests, the ideal state is to be able to combine with the story and even promote the development of the story without being hard. As far as Baicaowei is concerned, the advantage of snacks is that they are necessary in daily life and there is a lot of room for implantation. However, the problem is that few people regard snacks as tokens of emotional transmission, so its added value is not as high as that of products such as "rings", which naturally have emotional attributes. Therefore, it is particularly important to test the degree of running-in and understanding between the two teams, and to finalize the implant details repeatedly. Mutton skewers frankly, in the specific shooting, there will also be inconsistencies between the previous settings and the scene, which requires both parties to make plans in advance, such as whether they can change the voice, etc., to determine which ones must be kept and which ones can be changed. How to convert between traffic and sales? Although "My First Half Life" has brought a good amount of sales conversion to Baicaowei, mutton kebabs say that Baicaowei has been made for so many years, and it is found that it is more important to maintain the brand exposure than to blindly assess the delivery effect of TV dramas. Because of the coverage and exposure of TV series, compared with other media and marketing methods, the cost performance is relatively high. From the perspective of marketing methods, one is to do breadth; The other is to do depth. TV drama implantation has solved the problem of breadth well. "But nothing is single. Besides brand exposure, TV drama implantation can also show brand tonality to a certain extent and boost product sales. As far as the specific types of TV dramas are concerned, there are also differences. Judging from the implantation effect of to the sky kingdom and My First Half Life, costume dramas are more suitable for making brands, while modern dramas have greatly improved their sales. The core of it is: the sense of substitution. "Although the two dramas broadcast in the first half of this year failed to explode like" My First Half Life ",they also promoted the transformation of sales volume." Mutton kebab said. In addition to the traffic brought by the TV series itself, the brand can further promote how to transfer the traffic outside the station to the station. Mutton skewers divide consumers into three categories: one category is that they will directly search in the station (Tmall store, JD.COM store, Vipshop and other sales channels) after watching the drama. This is the most ideal state for the brand. One is that although they have seen it, they have no need to buy it, but they will buy other things on platforms (such as Taobao, Tmall and JD.COM). At this time, it is necessary for the brand to try to cooperate with the content and platform of the drama, so that consumers can see the smell of herbs outside the station (platform) and stimulate secondary consumption. The last category is to see the smell of herbs, and there is no purchase, which requires external re-marketing, integrated marketing through activities such as community, public relations draft, and profit-making of products to achieve transformation and drainage. "In fact, at present, not only the merchants lack traffic, but also the platform lacks traffic, so the platform also recognizes the importance of content and the things that can create content with content. Therefore, after the TV series is broadcast, it can be combined with the platform to carry out offline activities, an event, online communication, etc., so as to obtain certain traffic support, so as to achieve a win-win situation." Mutton kebab said. In terms of depth, mutton kebabs believe that the most effective way is to find seed users and circles and instill the value behind the brand in them. For example, try to cooperate with tonal IP and make content in a niche circle. For example, the second element, let them know that herbs are good at playing; Cooperate with fashionistas and let them know that Baicaowei is a brand that keeps up with the trend. "The current marketing is an interactive marketing method, which makes consumers change from the previous recipients to producers, which will pay for the content it produces." Mutton kebab said. Tips: Nowadays, under the general trend of consumption upgrading, many new brands have risen. So, how do these new brands spread early? Mutton kebabs believe that in terms of brand positioning, if you want to share the soup with the giants, you should identify the circles to be done and their interests, and break through this group of people. That is to say, find out where they are, let them generate interactive marketing for the brand, and then find out 100 people and 1000 people they cover. "For example, there are not many literary and art people who like to watch documentaries, so where can I find them? You can find their "WeChat group" or "QQ group" and other communities. The owners of these groups have great appeal. They are the seed users of the brand, and they can impress them through content and let him split the brand for the brand. "Overall, small brands and small budgets should dare to try new things. The same is true for Baicaowei. Many brands have higher budgets than Baicaowei. Fortunately, Baicaowei entered the market before the rise of many marketing methods such as film and television drama implantation, and reaped early dividends. Any marketing method has a dividend period. After the dividend period, not only the price is high, but also the effect is limited. So, if you want to seize the dividend period, you must dare to try and make mistakes and be the first person to eat crabs.