How to make the marketing of old brands younger

I think you can try a younger brand marketing idea, such as the VR industry that has emerged in recent years, VR panorama combined with online interactive marketing is a good choice.

1. Make the brand more atavistic, and try to get as close to the childhood scene of the product audience as possible in publicity;

2. Combined with modern Internet promotion and new first-class operation, to create a big anti-string feeling, brand atavism can make consumers feel that we are young, not old, we are the leader and creator of the times!

<> do network marketing planning to bring effective traffic to enterprise products.

It can be understood as yes.

Marketing is such as a big concept, brand rejuvenation is a general brand slag spring start, can also be said to be a small marketing strategy, so the whole belongs to the marketing theory also said in the past.

Brand rejuvenation is something that many old brands do, especially some FMCG, daily necessities and other products that are widely used by young people, and the brand rejuvenation is more successful than the crack, such as Coca-Cola, Pechoin, Arctic Ocean, White Rabbit Milk Candy, etc., all because of the limitations of consumer positioning, the product transformation and brand rejuvenation. This is something that many old brands can learn from and learn from.

It's kind of a theory. Youthful marketing refers to Tuanmin's ability to continuously innovate in the promoters of products and brands, so that products can benefit from the development of innovation, and the collapse of branches allows brands to benefit from innovation and development, and attract more consumer groups.

Let's first define the four words "brand aging".

1.High brand awareness. People have never even heard of this brand, let alone aging. Therefore, brands that are old but only recognizable in a few regions are not discussed.

2.Sales have been stagnant for years. This is the most obvious sign of brand aging. Then it will inevitably lead to a decline in market share.

3.There is a lack of awareness of the brand among the new main consumer groups. With the transformation of consumer groups, for example, in China, when the main force of consumption shifts from the post-60s and 70s to the post-80s and post-90s, many brands are facing the problem that the new main consumer group lacks awareness of the brand, or thinks that the brand is dirty and outdated.

International brands such as Coca-Cola and New Balance have all gone through this stage. In China, as a marketer, I have also found and heard a lot of examples of aging brands. For example, Belle (referring to the brand) makes the current white-collar workers feel that they are the shoes worn by their mothers.

For example, the seven-degree space, the previous positioning was a girl's sanitary napkin, more than ten years have passed, and it is found that those who buy the seven-degree space have become old girls, and the new girls don't buy the seven-degree space. So, what if marketing brings an aging brand back to life? (First of all, I work for a marketing consulting company.)

All of the cases I've described are real, first-hand information from businesses. If you don't believe it, forget it. ）

Coca-Cola 129 years, Oreo 103 years, Mercedes-Benz 129 years, Marlboro 161 years, Tong Ren Tang more than 300 years, Wuliangye more than 500 years. People are emphasizing their history, because when you say that your brand has a long history, you are considered to be a brand that is specialized, deep and experienced in the field, and a trustworthy brand. Originally, the brand was just a noun, but because of this term, it gives a lot of intangible assets to the product - women and children know it; People can tell what the product is when they hear it; You can even project your story in your head (Coke's partying, Pepsi's entertainment, Nike's encouragement to exercise now, Lamborghini's weird iconoclasm, etc.).

So long history, it's part of brand equity, and it's something that many brands want to wear. Since "aging" is mentioned, it means that the brand has been brilliant, and a brand that has never succeeded will not survive the old. I suggest thinking about the problem in the end, whether the product is old - then hurry up and launch a new product; Is it that there is less advertising - then hurry up and put ads; Is the marketing strategy old - then don't just look at traditional channels, but also study e-commerce; Is the whole category in the sunset industry (only film?)

Only do non-smart phones? —Then change the industry (Kodak's ID photo printing is still everyone's first choice, and Nokia is still very happy and comfortable to do large-scale network hardware and services in Europe); Is it that consumers are old - it is basically a good thing that consumers are old, because in most countries, the elderly are richer than the young (people before the 60s in China may be less fond of consumption because of the concept of frugality, so take the route of children, save the country with curves, and let children give to their elders).

The value of Xiaohongshu talents.

Influencers enhance brand endorsement and shorten the distance between them and users.

Influencers collaborate to create content to help brands better express themselves.

Influencer marketing four-step method.

2-1 Brand positioning.

How can brands gain insights before marketing?

How can brands find their place on Xiaohongshu?

2-2 Selling point delivery.

If the brand has no selling point, how to co-create and mix with talents?

If the brand already has a selling point, such as paying to help express it with the help of Lida?

2-3 In-depth co-creation.

How do new products make waves and make memories of products?

How to break the circle of mature products and renew the brand image?

2-4 traffic boost.

How can brands leverage business value to maximize the impact of high-quality content?

To successfully activate an aging brand, the first question that needs to be studied is why the brand is aging.

Generally speaking, brand aging fails to keep up with consumers for immutable reasons. Only after accurately targeting the consumer group, seize the time, grasp the characteristics of the consumer group in this era, not only keep up with the Internet, keep up with the e-commerce, new culture and values are keeping up with the latest trends. A brand like Nike, very old, but still maintained, constantly changing, no matter which consumer group you lock, it is locked in the context of the times, and it is very difficult for any brand to miss the times and then want to continue to be brilliant.

After figuring out the reasons for the aging of the brand, we can carry out targeted marketing to achieve the purpose of activating the brand.

Of course, specific solutions can only be made with specific information. It is worth noting that companies that have aging brands should not do event marketing if they want to counterattack from the new, this road will not last longThere is only one chance for an aging brand to counterattack, which is very precious, repeated marketing, the brand favorability will only get lower and lower, and the consumer group of this era is sensitive, so that they find out that the brand is trying to deceive him, it will be no fun. You can go in the direction of the brand story, and the sincere attitude is the premise of opening the dialogue, similar to the recent NetEase Cloud** marketing campaign is very good, but the premise is that they have accumulated a long time of upgrades before starting the gun, so the probability of success is very high.

So we can try to transform brand consumers into younger consumers, and make the brand emotional and high-end, which are all good marketing ideas.

I think it's a good thing that the brand is always a brand, a time-honored brand.

I think that the old brand is an attribute that other brands can't achieve. Because he needs the precipitation of the years. The accumulation of culture.

Coca-Cola 129 years, Oreo 103 years, Mercedes-Benz 129, Marlboro 161 years, Tong Ren Tang 300 years, Wuliangye more than 500 years. Everyone has their own history, because when you say that your brand has a long history, you will be considered to be a trustworthy brand with deep accumulation and experience in the field of specialization. Brand is just a noun because it provides a lot of intangible assets to the product, and it is well known; People can hear and respond to their actions; You can even keep your story in your head (Coca-Cola fun, Pepsi entertainment, Nike encouragement, your actions now, Lamborghini's quirky iconoclasm, etc.).

It's a long history, part of brand equity, something that many brands are looking for. Because the title mentions "aging".This means that the brand that was once brilliant and the brand that has never succeeded is not old.

I suggest we think about what the problem is, and whether the product is aging – we need to launch a new product. If there are fewer ads, run ads; Whether the marketing strategy is stale or notDon't just focus on traditional channels and research e-commerce; Is the whole industry a sunset industry? The only non-smartphone?

then switch industries (Kodak's licensing is still the first option, and Nokia is still happy to work on large network hardware and services in Europe); If consumers are old is basically a good thing, because in most countries, the elderly are more abundant than the young (60 Chinese generations ago, people may be older and more fond of spending because of the idea of frugality, and then the children line, the curve, save the country, let the children take their elders).

There may be a question: is the brand positioning immature? Usually it's not because of brand positioning, positioning people who finally have psychological needs (I want to wash my clothes clean and soft), not actual demand actions (I have to wash my hands and clothes clean and soft), so, brand positioning does not age, as long as you change new products according to actual habits, brand positioning can still live.

Unless, some kind of psychological need has completely disappearedPeople don't party anymore, they don't worry about getting old anymore- but it sounds impossible. It was found that it is not, although it is said that "brand aging", in fact, most people who run brands are old. The best way to do this is to change people.

The brand is easily motivated by a group of young people who are aware of new trends in the market.

That's what I think, I hope it helps.