When a group of cutting-edge brands grew up by planting grass, "planting grass" seems to have become a marketing myth, making brands worship them one after another, including those traditional big brands. They are eager to come up with a budget, ready to make a big splash in the vast social land, but unfortunately the end result is often a disappointment. Why do these big brands "grow bad grass"? In this article, based on the experience of some big brands that I serve, I observe and analyze some of their practices when they "plant grass", and summarize the 4 fundamental reasons.
Still "planting grass" with the same set of thinking in advertising Traditional marketing people should be very familiar with this set of advertising communication operations: find advertising companies to think big ideas, then extend content materials such as videos, posters, etc., and List of Consumer Mobile Number then spread these materials through stars, KOLs, and hard broadcasts. go out. When most brands are planting grass today, they are still implementing this operation without hesitation. This is the biggest reason I think they are not good at planting grass, because it is wrong from the thinking.
People who have read my articles for a long time should know that whether it is " When we talk about content planting grass, what are we planting?" ", or " 18 Knowledge Points About Content Planting Marketing ", which emphasizes one of the most critical thinking, that is: when planting grass, the less brand traces are revealed, the better! Because planting grass is essentially a word-of-mouth marketing process of word of mouth and mutual recommendation among consumers, and the most important thing is "authenticity". Imagine that when consumers see all the famous posters and TVCs of the brand's exquisite works, how can they recommend it to their friends, do they say "Hey, let me tell you, today I saw the essence of who recommended it in an advertisement" Well? I remember that a brand customer once came to us and said that we would do a wave of content planting. Looking at the product introduction, it felt quite potential.