#This article is produced by the original incentive plan, which everyone is a product manager.
At present, brand marketing techniques are full of tricks, and users' attention is extremely distracted. At this time, if the brand wants to spread widely and leave a deep impression in users' minds, it is necessary to deeply grasp users' psychology and come up with powerful playing methods. For example, almost everyone has heard of KFC's "crazy Thursday", which is a successful case. So, what are the key marketing points hidden behind the "crazy four" marketing of KFC?
One or two days ago, KFC successfully registered "crazy Thursday" as a trademark.
The popularity of "crazy four literature" is a decisive supporting point in the process of KFC Festival.
With "crazy Thursday" as the core keyword, countless netizens opened their brain holes and created a large number of passages with strange ideas, tortuous plots and rich forms.
KFC officials will not miss such a good opportunity. They not only continued to microwave the heat of "crazy Thursday", but also opened a wave of annual grand ceremony tasting Conference for "crazy four literature" at the end of last year.
The most important significance of "crazy four literature" to trigger the online carnival is to make the KFC Festival a success, so that countless people think of the existence of KFC crazy Thursday every Thursday.
As a hot spot supported by a large number of second innovation, the popularity of KFC's "crazy four literature" is the same as the popularity of "Huaqiang buys melon" and "chicken soup", there are some accidental factors, which are difficult to achieve perfect replication.
However, from the "crazy four literature", as well as the fermentation and popularity of similar network hotspots, and then to the process of popular support, we can also see that there are some objective laws in people's memory. As long as you can touch them, it's enough to make people remember deeply.
1、 Information deep processing
When we see a picture, hear a sentence, and then we remember the picture and sentence, it will go through a process of understanding and processing.
The more complex this process is, the more brain cells are involved, and the more active the brain is, the easier it is to remember.
This is the deep processing of information.
For example, try to remember this string of numbers for a few seconds: 18401921949.
Close your eyes and think back. Even if you can read this series of numbers in your mouth, do you lack a clear sense of certainty for each number?
If we look at this group of figures in another way:
1840-1921-1949
- In 1840, the Sino Japanese war took place;
- 1921 is the birthday of the party;
- In 1949, the people's Republic of China was founded.
They are the years of major historical events in modern China.
Then close your eyes and recall these numbers. Are they much clearer and have a strong sense of certainty.
In the process of understanding and memorizing just now, the new number you came into contact with has a connection with the information you already know in your mind, which is equivalent to understanding 1,2 on the basis of knowing 1,1.
Moreover, in the process of connecting the old knowledge with new information, more brain cells are mobilized and involved in the process of memory, so the impression is more profound.
Let's look at the "crazy four literature", as well as the once hot stems such as "Hua Qiang buys melons" and "chicken soup is coming", which are accompanied by a lot of creations that seem to have nothing to do with the stem itself.
For example, the popular second innovation of "Huaqiang buys melons" ranges from SA rilang to the master of shadow flow, from iron man to brother octopus. beyond count.
For example, the second innovation of "chicken soup is coming", from the deadly poison master, to plants fighting zombies, from the chicken you are too beautiful, to the reminder on the tip of the tongue.
The mixture of various information allows the viewer to mobilize the known multiple information in the brain during the viewing process to understand and memorize the immediate information, and to keep a large number of memory cells active.
Information is displayed in front of people in a way consistent with the law of memory, which is naturally easier to remember.
Including the ice pier pier is also remembered by people. First, the Winter Olympic Games give meaning, and also the panda's modeling connection, plus the news that people are hard to find in ice. The previously known information in the mind is called out in large quantities, which makes it difficult for people to remember.
We hope to be remembered by users. We can't wait for users to use their brains to understand the product.
In addition to encouraging and guiding the existing second innovation, even if it has not caused a large number of second innovation, it is entirely possible to maintain a more active attitude towards the display of information in the limited contact with users.
Use the most cruel word in erchuang circle to explain the mystery: outrageous.
2、 It's ridiculous. It's reliable
Have you found that nowadays, fewer and fewer people pay attention to all kinds of topics and pictures of the festival?
Every season, Xiao Du still contributes all kinds of pictures and texts in patterns, but there are fewer and fewer people around him who pay attention to and talk about it, and there is no longer the once phenomenal heat.
Because not only Xiao Du is trying to catch up with the festival, almost every IP that pursues a little is following this path, using their brains and creating.
As a result, there are so many festivals in a year. All families think about the ideas they can think of together, and the spectators no longer feel fresh.
Simply put: reasonable creativity has lost its living space.
In the past, when people pursued creativity, they often started from rationality. The existing information is deeply mined and expanded from relevant scenes. This can really bring unexpected and reasonable feelings.
But the biggest drawback of this creative approach is that the path is limited. With more competitors, it's hard for you to find really new ideas.
When you take an online taxi, you discover a night shift scene, but you find that others have used it for a long time.
Do 3.8 blessing, you think hard of a wonderful idea, but you find that users have long been aesthetic fatigue.
Reasonable creativity no longer makes people feel novel, but novelty is a way to be remembered by users.
When people are curious, the brain will appear θ EEG waveform of wave. This band is closely related to the memory system of the human brain and can promote LTP (neurons produce more stable connections). The difficulty of LTP may be only 1 / 10 of that in normal times.
Simply put: people have 10 times better memory in the face of new things.
Therefore, when the past creativity is no longer novel, we must develop innovative creative ways.
For example, an idea that suddenly exploded recently. Essentially, it's just a lottery for 5W bonus. If we only make a reasonable extension from the clue of lucky draw, whether it is festivals, feedback or coin throwing, there is no freshness for netizens who have seen awards such as Koi. However, the collision between recruitment and lottery was irrelevant, but it sparked an amazing spark.
Bid farewell to the path dependence on extensibility and make creativity a little more outrageous.
It has been 2022. On the Internet, there is no need to make products and brands so correct, which is no harm at all.
Not to mention, in order to maintain the so-called brand image, some products have always put on a cold face and talked to users like government spokesmen. The "creativity" they brewed up is even more lacking.
3、 Operation, operation, reoperation
"Crazy four literature", anyone can easily create two.
Anyone can easily copy the copy created by others and ask his friends for a KFC dinner in an interesting way.
In this process, users are not only spectators, but also full of sense of operation.
The process of operation is undoubtedly an important part of memory.
Open psychology related books and turn to memory related chapters to find a classification of memory: declarative memory and procedural memory.
Declarative memory, for human individuals, is only the information itself.
Procedural memory, for human individuals, has each specific link and step.
Take a simple example: it's not easy to recite the next phone number directly. But if you imagine yourself standing in front of a phone and pressing each number in turn, it will be easier to remember the phone number.
For users, simply seeing some information is completely different from personally participating in a process.
Many product owners and operators have a natural timidity when facing users:
For example, in the process of innovation, in order to reduce the difficulty of participation and make it easier for users to enter, the process of participation is often simplified to the limit - users can complete the whole process of participating in the activity and receive all benefits by clicking one button.
In this process, although users receive benefits, they have no sense of participation at all, and naturally they are easy to forget.
The end result is: the activity data is satisfactory, and a large number of new users receive benefits. But in the long run, the active retention rate is lower.
Indeed, standing in the logic of increasing hackers, looking at individual links, each additional operation step will lose more users. Simplify one operation step and add a group of users.
But if you look at the overall situation, most of the users who can't bear to take one more step are not your real target group, and the probability of value is very low.
In order to cater to them, more real users lose the sense of participation they could have.
When you have the resources and valuable benefits that users need in your hands, you might as well let users order and operate more times like pinduoduo. Users will remember.
4、 Awaken
Memory has three links: decoding, storage and calling.
It is obviously not enough to let users remember.
And let users remember.
At this point, "crazy four literature" is undoubtedly very successful.
"Crazy Thursday", Thursday, is a perfect opportunity. Let people spontaneously think of KFC, play with the "crazy four literature" to the people around them, or whore a fried chicken for nothing.
This is the most important part of the mechanism of arousing memory: prompt.
We have too much information in our memory, but when we can't use it, we won't take them out one by one and think about them again.
For example, you know what the next sentence of "the stone path up the cold mountain is oblique", but you usually have nothing to do. Will you take it out and deliberately repeat it?
Therefore, just letting users remember does not produce utility. You also have to give the user a prompt to remind the user.
If you have enough capital to pop up advertisements in front of users whenever they need them, it is naturally the best. But if not, bury tips in your memory in advance.
It can be a time, a place, a specific scene, or a user's behavior.
Similarly, this special prompt opportunity is also a little better.
If you open a chewy fried chicken shop, you also want users to remember you on Thursday.
I'm sorry, it's hard for you to cover up people's memory of KFC. You emphasize Thursday, but you're still promoting KFC.
However, if you look for a more outrageous time scenario, for example, when you take a paid shit every Tuesday morning, you will receive the pet powder benefit of gnawing the foundation, and users may have a profound impact on you.
5、 Write at the end
This is not an era of creative exhaustion. On the contrary, because of the excess of creativity, people's appreciation level has been raised.
If you want users to see and remember you in the flowers, it is necessary to be more creative and more elaborate.
Like KFC's new fried chicken, it's getting more and more boring.
But I won't mind if you buy me a meal this Thursday.
#Columnist#
Mo Tao, everyone is a product manager, columnist, network marketer and psychological consultant. Good at consumer behavior, text communication, marketing and other fields.
This article is original and cannot be reproduced without the permission of the manager.
This article is produced by the original incentive plan, which everyone is a product manager.
The picture is from unsplash and is based on cc0 protocol
