Versailles Literature Takes Advantage Of "Reverse Marketing" To Become A Hot Brand Favorite?

Not long ago, Netease strict selection with a wave of "exit double 11" reverse operation to send their own hot search, triggered widespread hot discussion.

Recently, with the popularity of "Versailles literature" on the Internet, brands such as Xiangpiao have also opened the "reverse marketing" mode, stepping on the flow dividend of the new network stem, making a lot of attention. So it seems that "reverse marketing" has become the "new favorite" of the brand.

In today's information transparency and explosion, consumers receive too much information every day. Marketing creativity in the conventional context has been difficult to impress consumers, and even filtered out as junk information. In the socialized environment, how to innovate brand marketing has become a new problem for many brands, and reverse marketing can just solve this problem.

Today, let's talk about the advantages and underlying logic of reverse marketing!

"Rebound Pipa" marketing becomes an attractive tool

Reverse marketing, as the name suggests, is a brand adopting anti routine strategy, using people's psychological contrast, curiosity driven, or creating a sense of conflict to achieve the "rebound Pipa" effect.

When it comes to reverse marketing, we have to mention the veteran "Netease strict selection.". Whether it is the operation of "withdrawing from the double 11 war" not long ago, the marketing game of "only selecting three pieces" in 2016, or the strategy of "publicly apologizing and reversely publicizing the 20% discount information of 11.11 special session" in 2019, all of these have made Netease's strict election appear frequently in front of the public and emerge in circles one after another.

Some classic cases include Durex's purchase of Mead Johnson's milk powder, baihe.com's forced marriage war on CCTV, and a fund company's "the older you get, the more no one will forgive you for being poor." one stone aroused a thousand waves, making the brand a hot topic in the streets.

Burger King is also a master of reverse marketing. Using a moldy hamburger breaks our traditional impression of the bright color of fast food, and uses it to convey Burger King's idea that "the product is very healthy, without any preservative ingredients". Consumers also pay for this idea. In addition to Netease's strict selection, baidu also frequently plays reverse marketing.

For example, the marketing content of "let go of the children" during the children's day of June 1 and the series of posters of "don't ask" during the Chinese Valentine's Day highly cater to the rebellious psychology of young consumers at present. One move of "letting go of the old" is not only fun, but also conveys a warm brand concept.

And then there are the big names that used to be marketed through "Versailles literature.". E-book Kindle: "Oh, I'm so two! A few days ago, I bought a Kindle oasis for one of my relatives and children. Today, I took a look at the double 11 activities of the Kindle, and all models dropped 400 yuan! Oh, forget it. Punish yourself for eating one less dumpling filled with Tricholoma matsutake and caviar tonight! " In inadvertently highlight product discounts, while keeping up with the current trend, this form of advertising is deeply loved by users.

So netizens have also used Versailles literature to promote the Kindle: "last night, holding my old Kindle, I slowly fell asleep. In my dream, the Kindle official said to send me the latest one. This night, I had a good sleep.".

Jia Duobao: "I'm sorry, it's because we're too selfish. For six consecutive years, our sales volume has been high nationwide. We didn't help our competitors build factories, improve channels and grow rapidly." sorry, we were too stupid. It took 17 years to make Chinese herbal tea a brand comparable to Coca Cola. ".

It seems to be self mocking to integrate "Versailles literature" into brand publicity, but the publicity effect is better than boasting. The brand can catch users' eyes and poke users' pain points with lightning speed. In a word, reverse marketing has become an attractive tool for brands.

Compared with the forward marketing that follows the logic of positive thinking, reverse marketing is more focused on goods, turning to consumers, and producing the content of users' needs around users. It skillfully connects marketing activities and brand concept with creativity, and produces specific content for specific groups of people.

"Reverse operation" brings more possibilities for brands

Reverse marketing is different from reverse marketing. In the aspect of marketing, it has the unique effect of brand transformation and brand creation.

1. Create contrast, arouse curiosity, and bring over the expected user experience

This kind of strategy of reverse marketing is generally novel and interesting, unconventional and even contrary to common sense. It can successfully arouse users' curiosity and rebellious psychology, thus inducing them to agree and participate.

Because the essence of reverse marketing is to bring a certain sense of disobey or surprise to the audience with the help of huge psychological contrast, differentiated brand output, gender span and difference.

In fact, the popularity of the new stem "Versailles literature" is also due to its "low-key words, dazzling high-profile brilliance", which brings a completely different experience to the public.

The new generation, represented by the post-95s and post-00s, pursue personalized, entertaining and diversified content and experience. Therefore, with the overload of consumer information, simple display creativity has been difficult to form a memory point for them. It is difficult to enlarge the audience's surprise through reverse marketing.

Netease strictly belittles Taobao's activities to stimulate consumption, such as building buildings and organizing teams. However, it is eager to establish an appeal image of rational consumption to make consumers spend more at home.

The reason why reverse marketing can attract consumers is that it has broken through the habitual thinking mode. Starting from the reverse thinking, it arouses the resonance of consumers in the way of "negative energy and anti chicken soup". Although the full negative energy seems negative, it just hits the real pain point of young people nowadays.

As consumers, they are always attracted by the opposite of conventional thinking, because everyone has such a rebellious psychology. Especially young people growing up in the Internet age, their rebellious psychology is particularly serious. When brands express the rebellious content in their hearts in the form of entertainment, the communication effect is almost not too bad.

2. Help the brand establish unique personnel

With the increasing complexity of the "double 11" campaign, building a building, reducing the number of people and grabbing coupons These activities not only occupy a large amount of fragmented time of consumers, but also are bothered by various rules as if they are solving mathematical problems. This year, we have carried out "sprint" to pay the balance in batches on the 1st and 11th. The double 11 starts earlier and ends later.

These activities and rules make use of the psychology of consumers who want to reduce costs as much as possible. On the contrary, they make consumers fall into a frenzied consumption atmosphere. What's more, consumers are dissatisfied that the returns obtained through these activities are not worth mentioning compared with the energy they put into participating in the activities. This has also led to many consumers complaining while participating in the activities. Consumers are eager to enjoy discount and convenience at the same time.

The message conveyed by Netease's strict selection in this reverse marketing is precisely in line with this psychology. It abandons the routine and only has discount to realize the real cost-effective, convenient and direct Carnival Shopping Festival in the minds of consumers. With this point, Netease strict selection in the minds of consumers set up "double eleven Qingliu" and "conscience brand", increasing the impression points.

3. Break through the circle to achieve more extensive access

In addition to strengthening the memory of users and forming characteristics, reverse marketing is also conducive to breaking through the existing user circle of the brand.

For example, skin beautification is mostly aimed at female groups, and the advertising language is always focused on replenishing water and whitening. However, Yingshu goodnight facial mask, which is titled "the spitting meeting", breaks through in reverse. Under the general interpretation of Zhang Shaogang, Li Da and Chi Zi, the audience is caught off guard.

In addition, the well-known "break up" after eight years of cooperation with "day up" is also due to the fact that a large part of the audience circle has reached the bottleneck, so it is necessary to change ideas and enter other audience circles, and the reverse marketing method is undoubtedly the fastest way.

When the cost of marketing communication is gradually reduced, the traditional marketing methods will be basically ineffective, and the traditional marketing system will be completely subverted. At this time, reverse marketing has become a new bridge for brand and consumer communication. In the form of positive words and converse, it can create content marketing that caters to consumers' preference, so as to win more attention and favor. Therefore, good use of reverse marketing, can bring more possibilities for the brand.

Conclusion

It can be seen that reverse marketing has become a new tool to break through the aesthetic fatigue of consumers.

Of course, the reverse marketing is also easy to cause negative effects. For example, baihe.com has broadcast "forced marriage advertisement" on CCTV. However, due to the outdated advertising values, it kidnaps marriage with family affection, which has attracted tens of thousands of netizens to sign a boycott. There is also a copy of a fund company that "the older you get, the more nobody will forgive you for being poor", which is also criticized by the public because of its too penetrating reverse marketing.

Reverse marketing is not a panacea of brand marketing, it is just a different form of expression, in order to gain consumers' attention and brand exposure. If you put too much ink on the value or product level, it will be counterproductive.