Even If Consumers Hate You, They Will Be Unable To Resist The Buying Tips.

Think of "Apple Godfather" Jobs, and Fan Bingbing, who has always been "God".

Proper topics will bring attention and vitality to your brand.

Because the reality is that people who like and hate a brand are bound to exist. How to make use of controversial brands?

Improving sales volume and user stickiness is a high priority for marketing officials.

From the famous figure below

In the list, we can see that people who like and hate McDonald's are around 30%, indicating that McDonald's is a highly controversial brand.

Amazon, by contrast, is very controversial.

If a brand manager judges the popularity of the product based on the average value, it will probably not be able to understand the real situation and draw an unobjective conclusion. In this way, the specific distribution of brand love and hate will be more clearly understood.

So how can we get higher sales performance in a curse? The following three marketing strategies must be read.

1. pacify the abomination.

Like the rules of interpersonal communication, one way to let disputes be used by us is to try to change negative images.

This strategy is most straightforward and helps to win a group of potential consumers.

Betty kitchen brand, General Mills, sells self-made sweet ingredients such as cake premix and cake cream, but the brand is in trouble because of concerns about obesity and the rise of low carbon products.

At the beginning of 2008, the proportion of the brand abomination reached 4.5%.

After that, the company took a series of measures, including creating interactive Blog websites, responding to netizens' criticism, launching gluten free cakes, and establishing liveglutenfreely.com, a consumer health website.

Three years later, brand abominability dropped to 2.8%, because negative word-of-mouth would affect the purchase decision of neutral consumers, so even a slight decrease is also of great importance to the brand.

2. stimulates the abusers.

In the opposite direction, intentionally and abominations compete against each other.

It takes advantage of consumers' love to defend their products.

The fierce reaction of fans will cause the pformation of neutral consumers.

Ryanair, the famous European Budget airline company, is famous for its "frenzied" cost cutting, such as charging 70 euros for printing boarding passes at the airport, toilet charges on board, and "overweight tax" for overweight overweight passengers in Ruian.

Although some of these measures have not been implemented, stimulating speech has helped brands become headlines and become the real "low price pioneers" in the minds of target customers.

3. enlargement of disputes

Unlike the first approach, this strategy is summed up in a Chinese saying: "no shame, no pride."

The salty Marmite, which was listed in England in 1902, is loved by some people as well as durian.

In order to ignite the enthusiasm of its supporters, the company launched a super version of the "XO" in 2010, and selected 30 senior Ma Ma fans on social media, invited them to try the cocktail with horse Ma flavor, and promoted online.

The event brought 54 thousand hits to the company's website, and XO, a newly installed horse, was also sold out.

4. manufacturing disputes

Sometimes, in order to serve the core consumer groups of good products, enterprises have to give up the emerging consumer groups.

For example, Magners, the rival of the British cider brand Strongbow, packaged itself as a cool summer drink and won a large number of white-collar consumers. At this point, Strongbow did not compete with it for the young white-collar workers. Instead, they used their opponents' position to continue to increase their marketing input to their core group of cost relief workers.

Although it has been derogatory from the trend of the tide, it has become more and more strongly supported by the guests of the iron cider.

Other companies deliberately issue controversial advertisements, annoying a number of spectators and increasing brand exposure.

For example, the American Progressive insurance company launched a series of ad campaigns in 2008, including a Flo, a very outspoken woman, who had strong personality and deliberately created many topics.

Facebook then appeared the "I hate Flo" group.

Progressive insurance is also a frequent visitor to the list of unwelcome advertisements, but brand recognition has promoted sales.

Note that this unpopularity involves only insignificant parts, not the characteristics and quality of products.

In general, managers should not just focus on the average value of brand surveys, but must have a comprehensive understanding of consumers' attitudes.

Brand dispute is not only related to the survival of the controversial brand, but also an indicator for all enterprises to track for a long time.

In the age of social media, a trivial criticism may also rapidly spread the image of a crisis enterprise.

Enterprises must reconsider brand strategy accordingly.

Of course, the differentiation of evaluation may also reflect the defects of corporate brand communication.

This must also be taken into account.