A crazy "corn" I know decided to buy a Shenzhou computer for the simple reason, because this is the brand of her idol Li Yuchun endorsement.

The "corns" around us are usually peaceful, but as soon as they mention their idols, the "corns" will suddenly become like you as a werewolf on the full moon night. They do not loudly echo your praise for their idols, but they strongly refute your criticism. In short, they will never forget to maintain the idol's brand image, and they are always ready to fight for it.

The era of "fans"

This is an era of idols and an era of "fans." An idol, a super girl who became famous for Li Yuchun overnight, and a "bamboo" who is a small forum, will have his own "fans." These "fans" usually support their idols steadily, or "top." I am also a "fan" of Yi Zhongtian. Although Yi Zhongtian was satirized by some university's bookmakers as "not academic", I have never bought books that the bookmakers call "academic", but I have collected all the books and DVDs of Yi Zhongtian. Over and over again. Yi Zhongtian is also very powerful, how to count the royalties on the million, as long as the bookseller does not pit him. Of course, I also have my "fans". "Top" I have a lot of people who claim to be "fishmeal" or "fishing". As long as my article is on the BBS or blog, they will come to grab. The sofas are "top"; they will also run a lot of bookstores to search for books that I have published more than three years ago, even though there are very few books on the market.

Not only do the size idols have "fans", but in fact many products also have "fans." My younger brother as a designer is a "fan" of Apple Computer, and even changed the name on MSN to Mac. For these "fans" of Apple computers, Apple is the temple in their eyes, and Microsoft is the evil castle of the Black Knight.

The word "fans" comes from the plural form of Fan in English, meaning fans and enthusiasts. The development of this term is still a matter of network prosperity in recent years. In history, although idols and “fans” exist in almost every age, they lack a communication platform and cannot truly form a force as they are now.

“Fans” represents a consumer trend of today – a consumer cluster that is participatory, emotional and circled. For marketers, if you want your product to have a broad "fan" market, you must understand the consumer groups it faces (or him or her) and build long-term relationships with this group. “Fans” marketing and traditional marketing methods are different. P&G is an outstanding representative of traditional marketing methods. Their marketing can usually be summarized as such a formula: SOM=NPD+Promo+Adspend+ACV. SOM stands for market share, NPD stands for new product development, Promo stands for promotion, Adspend stands for advertising costs, and ACV stands for sales. The meaning of this formula is that the ultimate goal of marketing is to increase market share, while market share is determined by four factors: continuous new product development, a variety of well-known promotional methods, a large number of advertising and ubiquitous widespread distribution. .

The formula above seems to be correct, but there are only giant companies that really have so much money to drive this marketing process. However, even if these giant companies spend huge amounts of advertising fees, they may not really have "fans", let alone fanatic support from "fans." After P&G's SK-II accident, its consumers rarely continued to support this product unswervingly. On the contrary, consumers gave P&G's branch office a slap. Harley, who has many "fans", has encountered similar product quality problems, but the "fans" have not abandoned the brand. They even think that it is in the repair department that the oil is in line with the Harley-Davidson fans. Boy" identity. The difference between the two companies is that one is tall and the other is integrated with the “fans”.

Marketing to "fans"

Careful analysis of product brands or personal brands with a large "fans" group, you can easily find that humanity is a clear main line throughout the "fans" marketing. Apple is not only cool, but also human, its system will be upgraded every year, and the general PC Windows system will be upgraded after several years; Apple emphasizes integration and good-looking fun, the previous Apple did not even have a screw. Apple's "fans" rarely change the brand's computer, they often gather together to talk about every detail of Apple, but I hate the Dell that used to be fried in the past two years. notebook.

Yi Zhongtian's self-taunting of his program is a big radish, but he attaches great importance to communication with readers or audiences, which can be reflected in his every 100 lectures. Yi Zhongtian even performed ancient squats in CCTV in public, and such behavior deeply touched the hearts of thousands of "easy powder." Li Yuchun’s propaganda screen with two corn cobs also appeared in different media, because she knew that it was the “corn” that strongly supported her, the ordinary Sichuan girl who had such a fairytale success.

Of course, "fans" will also show strong love. This is actually the two sides of human nature. Love and jealousy are always parallel. It is precisely because of this kind of love and jealousy that brands and idols can be printed more strongly into people's minds, and they can also stimulate greater emotional identity or emotional rejection. Brands and idols are positioned through such love and jealousy. They are all positioned by the emotions of consumers or “fans”, and love and jealousy are precisely two strong emotions.

"Fans" are also forming a group because of such emotions. Yi Zhongtian represents a kind of happiness for the entertainment scholars. Li Yuchun represents the dream of dreaming for the youth group (and of course older). Apple represents the taste and circle different from others. Harley’s motorcycle represents the rebellious “bad”. boy". “Fans” are not only gaining a sense of belonging in these groups, they are also obligated to become active promoters of brands or idols, and they are not paid. What does it matter? Because they love these people and things, this is part of their lives, part of the emotions.

The mediocrity of products and great products is largely due to the fact that there are no “fans”. But with stylized marketing tools, the role of branding a brand with a huge "fan" market is limited. The reason why a brand is supported by “fans” is not because of these traditional industrial marketing methods, nor because these brands sell advertisements in the media, but because these brands do not have sellers and users themselves. There is no boundary between buying and selling. The initiators of these great brands are passionate about their products or passionately love the work they do. Jobs fanatically pursued the user experience and "the source", and only had such great products as iMac and iPod; Guo Degang's "wire" did not necessarily understand each other, but it was Guo Degang's love of traditional comic art.

All brands with "fans" have an avid promoter behind them, and their essence is the brilliance of humanity. It is these human factors that determine that the brand will be accepted by the public. So the secret to marketing to "fans" is "no marketing," and they are among them, understanding their feelings, understanding their preferences, and becoming part of them. Who will reject my friend? But we hate salesmen and hate deceiving our advertisers.

I have discussed with a financial writer about how to treat readers. I told him that readers will come to me with a cautious letter, because they decided the market position of my work. But he did not agree, and educated me to say "Don't take the reader as one thing." I didn't listen to him, so my amateur book was sold much better than his professional book. Because I know that it is your "fans" who can control you whether you are a product brand or a personal brand.

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