Marketing: Story marketing, the six classic types of topics!

Core tip: in the Internet era, coating companies without stories are very dangerous A company with a story will also be shrouded in a certain attraction and become more adept at starting a business According to the survey, 90% of coating companies lack brand stories In the age of Internet, how to tell a good story? New balance tells a story of Li Zongsheng's "to be creative", which makes its brand style suddenly rise again Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Paint Home News: in the Internet era, paint companies without stories are very dangerous A company with a story will also be shrouded in a certain attraction and become more adept at starting a business According to the survey, 90% of coating companies lack brand stories In the age of Internet, how to tell a good story? New balance tells a story of Li Zongsheng's "to be creative", which makes its brand style suddenly rise a part.. Chu Cheng tells a story of Chu Shi's healthy and strong, and then drops tens of thousands of other oranges down several streets.. Wang Shi tells a story of climbing mountains, saving 300 million advertising expenses for Vanke.. Haier only tells a story of smashing the refrigerator The story of "Diamond forever, one forever", which makes people know Haier and believe in the quality of Haier's products.. The formula story of Coca Cola makes people remember its unique taste forever.. If the diamond itself is a brand, it tells the best story in the 20th century, "Diamond forever, one forever", which has become the faithful witness of love ever since What's more attractive and fascinating than telling a wonderful story? A popular word in English content marketing is story telling, which translates directly into Chinese as "story telling" The essence of content marketing is to express one's own story in a way that others like, stimulate the audience's interest in reading, and build a bridge between brand and customer When we're telling stories, what are we talking about? The best companies tell two kinds of stories to build strong and lasting brands One is the creation story, focusing on the company's entrepreneurial legend; the other is the customer impact story, which tells the positive impact and change of the company's products and services on people's lives Distinct themes, personalized characters, rich and conflicting plots, and empathic details are indispensable A good story makes a good marketing No one likes to hear the big truth It's better to tell a small story This has nothing to do with people's intelligence and status Story Club and bosom friend have their own audiences Financial magazines in the airport also rely on business stories to intoxicate white-collar elites Disney cartoon created Mickey Mouse and Donald Duck, which transformed the concept of "mouse into Mickey Mouse" The general impression of "mouse" is not that people must like it But Mickey Mouse is not the same Although it's all mice, it can bring happiness to people and get the love and good impression of most people - Mickey Mouse is a brand And this process of change is storytelling Almost every successful brand has a wonderful story behind it All successful brands are very good at "telling stories" They know how to tell the history, connotation and spirit of the brand to consumers, and instill the brand concept in a subtle way So a good marketing is to tell a good story Key tipping points and booster, the following four points are necessary for a good story 1 the theme of bright and positive energy -- inspiration and dream This is a hot topic in the current society It is also the spiritual food for losers to console themselves Dream department, inspirational department and even love department are the themes of literature and art creation, which are the weakness of the whole human being 2 Personas In the entrepreneurial army, there are only the post-90s and post-00s that can attract public opinion and people's attention This is the envy of all the Post-70s and post-80s and the media's attention Through the personality display of the characters, people will never let go of a lively play The spectators will cheer for their little success, and will also be distressed by their little frustration 3 Novel and visual forms of communication - Comics and video screens The post-80s and post-90s have already entered the era of picture reading Compared with long texts, images themselves are intuitive and aesthetic, easier to spread, and more suitable for fragmentation time The form of cartoon itself has better readability and communicability At present, video marketing has developed into three trends: first, brand video Many advertisers show brand ads through video, which is a very obvious trend Many advertisers want to show their brand through video marketing Second, video networking This development has become a common trend of Internet marketing Third, advertising content As you know, when we watch TV, when we find an advertisement, we switch the station with the remote control in our hand We don't want to watch it, because we know that this is an advertisement, just like the wechat friends circle now Once we find that a friend continues to swipe the screen, it will immediately block and no longer watch the other party's content If we find that an advertisement becomes an important component of a TV program or screen, or a plot link, we are willing to watch it One of its main ways is product placement 4 The core contradiction and conflict of the story -- persistence and independence in growth and entrepreneurship This is another of the most exciting templates in the world The Genesis story shows the motivation of a brand or company at the beginning of its establishment Just like Mercedes Benz, people will think of the story of "the father follows the daughter's surname" Every great company responds to a certain user's real needs And the Genesis story makes this clear Then what kind of stories are there? Six common types and case references are summarized 1 Entrepreneurial story in September 2014, when Alibaba was listed, "Ma Yun's business card" was hot turned on the Internet When Alibaba had not been achieved before, Ma Yun's "celebrity" was only the vice manager of business and the director of marketing department of an unknown small company in Hangzhou When an enterprise was successful, people seemed to be more willing to "gossip" about the past A brand grows from scratch, and the process of entrepreneurship is often the key to brand achievement The personality of entrepreneurs and the story of the entrepreneurial period may also determine the brand gene Luxury brands are definitely masters in telling entrepreneurial stories The ultimate goal of all marketing is undoubtedly to increase sales, but the long-term goal of luxury marketing is subconscious brand implantation Maybe not all brands need to do so, starting from building their own luxury identity But when luxury brands enter a new market or launch a new product, story telling is often their prologue In the new balance advertisement "to ingenuity", it tells a story of Li Zongsheng's craftsman, that is, the most precious and irreplaceable one word "man" is the most precious thing for all the exquisite works [case reference] Coco Chanel's chanelstyle Chanel's entrepreneurial story is divided into 12 chapters, which are played in the form of video on its official website In this kind of story, the founder's personality and the event are the protagonists In the brand narrative, Chanel is not only the most important brand in the fashion industry, but also the symbol of elegant and fashionable taste of famous women in the social arena Ms Gabriella "coco" Chanel, the founder, was inspired by her rise, fame, achievements and experiences Coco Chanel's story is the story of the brand, and the story of the brand is also her story The customer's fascination with Chanel is largely a tribute to Ms cocochanel and a projection of her spiritual outlook 2 Historical story time is sometimes a part of brand equity In the long years, only when there are waves and waves, can excellent brands survive forever Water heater is a kind of category that is difficult to show "character" Many post-80s generation may still remember a local water heater brand - Wanjiale and yuewanjia In those days, such an advertisement was spread to thousands of households through TV, but we just remember this advertisement, and we still know nothing about this brand Another American water heater brand is much smarter It's also an advertisement: my a.o Smith water heater has been used for 52 years But the amount of information expressed is much more In a word, the quality of the brand water heater is immediately conveyed, and the historical thickness of the brand is visualized [case reference] the famous advertising slogan "create your own tradition" of Patek Philippe, a high-end watch brand "passed down from generation to generation", has already become an obvious brand logo Strong emotional expression is the main reason why the advertising campaign has been highly praised for a long time It also integrates the life value believed by Patek Philippe's customers with the belief of the fourth generation of leaders of this family watch making enterprise Patek Philippe has launched an advertising film, which vividly shows that a watch becomes the emotional link between father and son, and tells a story of "passing on from generation to generation" Regardless of the cultural background, this sincere emotion can make every father and son feel the same The classic slogan "no one can really own Patek Philippe, just for the next generation to keep it", expresses the brand's lasting texture to be simple and noble 3 Some brands of communication stories may ask: I'm not a big brand, let alone Chanel and Patek Philippe Isn't there a story to tell? Old enterprises have the old enterprise's way of speaking, and new enterprises and new products can also have beautiful stories It depends on how you cut in For a new brand, a good story can save a lot of advertising expenses and make the brand stand out among similar products For example, the story of Chu Cheng is a typical example With the clue of Chu Shijian's legendary life and the perseverance of sharpening a sword in ten years, many people were first moved by the story "The measure of a person's success is not the height of his climb to the top, but the resilience of his fall to the bottom." After seeing Chu's listing in Beijing, Wang Shi quoted General Patton's comments on his microblog, which was a heartfelt tribute to Chu Shijian and Chu orange from a man who once climbed Everest Not only Wang Shi, Pan Shiyi, Liang Dong, Yang Jinlin and other well-known people have sent microblogs to support Chu Cheng Therefore