From the traditional paper media delivered door-to-door to the new era dominated by **, and then to the current outbreak of the short ** era, advertising and marketing have also undergone earth-shaking changes with the changes of the times. In the face of the high marketing cost of store channels, more and more brands have seen the huge traffic of emerging platforms such as Xiaohongshu, Douyin, Kuaishou, and **hao. Take the brand Ban Xiaojiang as an example.
The short ** era is also known as the attention economy era, Ban Xiao will use the shortest time to seize the user's eye, start from the content selection, refine the cover, copywriting, so that users can quickly understand the selling point of the product and various skin care knowledge points through the live broadcast, and use this to convey the brand and product value, realize the product planting, and seize the opportunity to achieve rapid growth.
For example, in the "Banxiao Experience Store Visit" activity, the influencer released the content of "Visiting the Store" in the live broadcast room of the "Banxiao General" Douyin** account, which can be summarized as the influencer experiencing the skin care experience of the local store from a first-person perspective, allowing users to substitute the service, and creating a link with the store to achieve accurate traffic drainage.
Allowing Banxiao to reach a wider range of target users is the core focus of the brand's thinking. Ban Xiaojiang believes that it is necessary to break through the limitations of platforms, screens and regions, lengthen the age group, include the whole population, and continuously enhance the brand, so that the brand can achieve multi-channel grass planting and it is possible to harvest more incremental users.
Taking the Mulan IP produced by Ban Xiaojiang as an example, the brand opened up its marketing ideas and realized the all-round penetration of "online e-commerce + offline stores".Use big data to accurately capture the target groups with the most consumption power to carry out online product efficiency based on IP, aim at accurate users, and expand to the whole ecological field such as social, grass planting, and private domain, so as to achieve e-commerce transformation with users in three-dimensional communicationOffline can go to stores in various cities for product experience. Not only has it achieved all-round coverage of users, but also the vertical user group is very high.
With a more open and innovative attitude, Banxiao will break through the boundaries of content, break down commercial barriers, and lead the iterative advancement of brand marketing. Looking forward to the future development of the brand.