Brand bosses and friends in the marketing industry know that marketing work is complex and fragmented, and you need to have the ability to peel back the cocoon from complex things and extract the simplest core. Only if you grasp these simple cores, can you simplify your marketing efforts and not deviate from the essence of marketing.
In the actual operation of marketing work, we all know that the most basic problem, and often the most important problem, is what we often call the fulcrum of marketing strategy.
For marketers, there are a few questions that you need to keep thinking about:
First, who are your consumers?
Second, what is the value you can provide to consumers?
Third, how to gain the trust of consumers?
Fourth, how to deliver value to consumers?
Only by clarifying these points can we have a soul and a guiding program for our marketing work!
Today, we will focus on the third point, how to gain the trust of consumers?
In daily life, consumers will be more or less insecure about buying products.
From the consumer's point of view, is the product easy to use, is it reasonable, and is the quality guaranteed?
This kind of doubt will accompany the whole process of consumption, and it can be said that it is based on this distrust that there is brand endorsement.
What is Brand Endorsement?
To put it simply, brand endorsement is a certificate that can gain the trust of consumers, an important way for consumers to gain a sense of security, and a commitment of the brand to meet consumer needs. Through endorsements, brands can build sustainable and trustworthy relationships with consumers.
We all know that the essence of a super selling point is to plan a multiple-choice question, plan a choice logic, and let buyers enter the logic as quickly as possible to reach a purchase. To create a good brand endorsement is to plan a good logic.
So, how can brands build a good endorsement?
First of all, based on objective facts, showing what the brand has achieved is a very useful brand endorsement.
Taking China Resources Group, a Fortune 500 company serving Hao Kung Fu as an example, its brand "Hezhu" has been supplying Northeast rice to Hong Kong for more than 60 years before the cooperation with Good Kung Fu. These achievements are the most powerful display of the brand's own strength and can be used as brand endorsement.
In addition to our own conditions, we can also find brand endorsement through a third-party authority.
If you are a start-up, or a company that is ready to break through its performance, and you have not yet endorsed your achievements, then there are various qualifications issued by institutions at home and abroad, certifications, and awards, which are all powerful tools for brand endorsement, especially in industries with a high degree of specialization and strong technical barriers.
It is important to note that the third party must be authoritative enough, otherwise this brand endorsement is meaningless.
Nowadays, brand authority endorsement has become a common means of brand marketing.
Your brand also wants to create an effective authoritative endorsement that boosts consumer trust in your brand.
You can also find your industry experts to prove that your products are indeed up to standard, or even higher than the standard, and can more effectively address consumer needs, which can be built into an effective authoritative endorsement.
If your business is large enough, or a product sells enough to exceed its peers, it can also become an endorsement.
For example, the core product of your corporate brand is the first in sales of a certain sub-category, or the core talents of your company, or the partners come to a famous university, a famous enterprise, or a leader in the industry, or how strong the strength of the investor is, etc., combined with internal and external resources to jointly ensure that the brand gains trust.
If you look at the following super selling points, it is to use the authority effect to endorse the brand.
Dental experts recommend Minwei toothpaste, which is comfortable for teeth.
The ultra-practical learning methods of Harvard Scholars.
Peking University mothers give their children poetry lessons".
Shenzhou car was the first to be licensed.
The most dentist-recommended toothpaste in the world.
The world's best-selling lo-mei snacks.
Dianping Fruit Tea No1
No. 2 on the Tmall pocket umbrella hot list.
The first Chinese liquor workshop (Shuijingfang).
Aerospace-grade titanium alloy heating tube, corrosion resistance increased by 5 times".
Hezhu rice has been supplied to Hong Kong for 60 years.
If you think about it, the authority effect is actually ubiquitous in life.
There is a mother who graduated from Stanford and became a doctor of education, her name is Dr. Chen Meiling.
She once mentioned in an issue when sharing her parenting experience that in order to protect her children's eyes, she should let her children do more outdoor sports, and Chen Meiling said that she never let her children touch their mobile phones.
When the child is young, it is easier to manage, but after going to school, the child finds that many classmates around him are playing with their mobile phones, and they have to go home and play with their mobile phones noisily.
So, Dr. Chen Meiling told the children about the disadvantages of playing with mobile phones, but the children just didn't believe it.
Later, Dr. Chen Meiling told the child that these words were all said by experts, and she specially found the corresponding ** to persuade the child.
After the children watched **, they believed their mother's words, and they stopped mentioning mobile phones later.
The same sentence is something that most people don't care too much about.
If this sentence is spoken from the mouth of an authority figure, the persuasiveness will be greatly enhanced, and this is the authority effect.
That's why a lot of companies look for celebrities to endorse their products.
Because celebrities are influential and authoritative, many people will be willing to believe what celebrities say, and choose to buy the products they endorse.
For example, if you and your friends are discussing a certain topic, each holding their own opinions, and neither of you can convince the other party, then you happen to have a friend of an authority figure come over and express his high opinion, then your quarrel will stop immediately, and the speech of the authority person can often play a decisive role.
Now, private domain traffic has become a position that every brand needs to build, build its own traffic pool with the brand as the center, and then rely on operations to continuously expand the traffic.
In the era of self-explosion, Internet celebrities, self-leaders, and anchors have all set up teams to establish their own traffic circles, and then form an authority in the circle, better bring goods and sell goods, and promote themselves.
For consumers, having a channel to interact with the brand can effectively increase the window of understanding the product and bring a sense of psychological security; For brands, it can also directly affect consumer preferences, and brands have instant feedback that can effectively improve their own defects, which is a positive effect of the authority effect.
I still remember that when I was a student, I always quoted scriptures and classics, quoted famous quotes to make my views more convincing, and also used the language of authoritative figures to demonstrate my own views, which is also a manifestation of the authority effect.
Why is it so easy for authority figures to win trust? This has to be explained by psychology.
First, the psychology of safety.
The reason why an authority person becomes an authority figure shows that he has outstanding attainments and achievements in a certain field, and he is also an expert in this field, which is why the voice of an authority person makes it easier for people to rest assured.
Consumers' trust and following of authority figures is essentially to protect their sense of security.
It is human nature to seek advantages and avoid disadvantages, which is an instinctive reaction. And most people don't like to take risks, they just want to try things that don't take risks. Authority figures are leaders and positive role models, and choosing to follow the pace and practices of authority figures minimizes risk.
Second, the psychology of approval.
The statements of authoritative figures are in line with objective social norms, and recognizing the statements of authoritative figures also means that they are consistent with social norms, and they will receive more praise and praise. Everyone listens to the authorities, and if you are the only one who sings the opposite, in the public opinion, you are an "outlier" and do not conform to the general herd mentality.
The reason why an authority person becomes an authority figure is because there is something beyond ordinary people, or in some ways he is a strong person, and it is natural for everyone to respect him, believe in him and follow him. The belief in authority figures is also motivated by a kind of admiration.
Out of admiration, it is widely believed that since the authorities have said so, it must be true. As long as you emulate the authority figures, or do what they say, you will be welcomed and respected.
Third, fear of trouble.
If you buy a bottle of milk, you have to personally research and conclude whether it is safe, whether it is added to unhealthy dark dishes, you dare to buy it, this is undoubtedly a lot of work, and many problems in life need to be solved by yourself, so relying on the words of authoritative people in your field will undoubtedly save a lot of trouble.
This is the basic reason why ordinary people trust the opinions and ideas of authority figures.
Listening to the words of authority figures may make us make fewer mistakes in life, but such a psychological effect will also make us lose ourselves and lose our independence of thinking. Therefore, listening to the words of authority figures at the right time and maintaining the independence of your own thinking will make your thinking more progressive and meaningful.
A psychologist from a well-known university in the United States once conducted an experiment. Before giving a lecture to the students in a psychology class, the students were ceremoniously introduced to a German teacher whom they did not know, and who was a famous German chemist. The school specially invited from Germany to give chemistry lessons to everyone. As soon as the "chemist" came up, he began to do experiments, holding a glass bottle with distilled water, saying that it was his latest "chemical" that had a smell, and then asked all the students to come forward and smell it. When all the students had sniffed, he went on to say that if they smelled the smell, please raise their hands, and the result was that most of the students raised their hands.
Why did most of the students raise their hands on a bottle of distilled water that had no smell when they thought it smelled?
In fact, this is a pervasive social psychological phenomenon, the authority effect.
The authority effect, also known as the authority suggestion effect, refers to the fact that if a person has a high status, prestige, and is respected, then what he says and does is easy to attract the attention of others and make them believe in its correctness.
The authority effect is that people have a "security mentality", that is, people always think that the thoughts, behaviors and words of authority figures are often correct, and obeying them will make them feel safe and increase the "insurance factor" that will not make mistakes.
Many companies recommend brand endorsement to find authoritative institutions, authoritative experts, various certifications, various certificates, and various honors in their operations!
In fact, these endorsements that can be bought with money are really not very useful.
After Evergrande made an Asian Football Cup championship, it immediately launched an Evergrande Ice Spring, Evergrande's popularity and reputation endorsement are powerful enough, but it still can't be sold! Hammer mobile phone, his endorsement is powerful enough, but it still doesn't work.
Why? In the actual operation of the enterprise, the model of truly using the authority effect to endorse the success of the brand is still stupid and the endorsement that the enterprise has really made. The most powerful authority is the word-of-mouth endorsement of consumers, and the word-of-mouth endorsement of consumers is the most authentic and effective!
The eyes of the masses are clear, and the real endorsement is always in the hands of consumers.
The existence of a brand itself happens in order to win trust, to win the trust of consumers.
Brand endorsement is just a testament to reinforcing this trusting relationship.
Why do consumers believe you, I think the most important thing is that all credentials must be genuine!