Meet the Brand Officer

Song Ziyuan smiled with satisfaction, he finally came in handy!
"Do you think the data is human?" he asked without reason.

Lin Xiyou's eyes showed confusion, and hesitantly asked: "Human touch?"

"Whether it's branding, marketing, or research and analysis, the ultimate goal is consumers. Consumers are people, right?" Song Ziyuan asked guidingly.

"Yes, they are human beings just like you." Lin Xiyou couldn't help but flinch.

Song Ziyuan glanced at her, with a faint smile on his lips, he continued: "What is the thing that can most closely connect people?"

"Emotion?" Lin Xiyou suddenly thought of the emotional benefits she had heard before, and asked excitedly: "So we need to dig out the human touch from the data and find out the points that can arouse consumers' emotional resonance?"

Song Ziyuan waved his index finger, and randomly typed a bunch of garbled numbers on the screen of the mobile phone, "Data is a bunch of symbols, it has no human touch at all, and consumers are people, not piles of cold numbers, so we are also very It is difficult to truly understand the target consumer group through a few figures."

Lin Xiyou listened carefully, and asked doubtfully: "But the current big data analysis seems to be able to accurately analyze user portraits, and then push different news or products according to our preferences."

"How simple and rude is big data? How can I talk to you about feelings." Song Ziyuan gave an example: "Two friends chatted online, discussed the geomantic treasures casually, and said a few words that they can't afford to die, tofu A large grave is worth more than gold."

"Guess what? He opened the shopping app and pushed the crystal urn to him! Almost sent him away on the spot."

Song Ziyuan laughed while talking, "Aren't you outrageous? Are you still superstitious about big data?"

Lin Xiyou also laughed speechlessly, shook her head, "I dare not"

"Come back to business, so big data can't tell us how to resonate with consumers on a spiritual level and increase stickiness."

"However, based on the framework of big data, we can use some analysis tools to measure the indicators we want, get the indicators, and after determining the general direction, we can go deep into the emotional level of consumers and dig out the real demand points."

Lin Xiyou nodded while taking notes, "How to go deep?"

Song Ziyuan stretched out the Eryang fingers of both hands, and the four fingers faced each other, as if he was practicing kung fu mysteriously, "Sneak into the mind."

"That is the legendary guerrilla research."

Lin Xiyou asked the question literally: "Are we going to lurk in the dark to observe, and then take action from time to time?"

"It's not so serious, it's just relaxing, treating yourself as one of them, experiencing the lives of consumers, really integrating into them, observing, listening, talking, dealing with them like friends, and gaining a deeper understanding of how they are. a group of..."

"For example, if you want to create a new young beer brand, where should you go?"

"A gathering place for young beer drinkers. A bar?" Lin Xiyou answered thoughtfully.

"That's right!" Song Ziyuan made another analogy, "You're looking for a needle in a haystack on the street, but if you're in a bar, you're looking for an iron rod in a pond. Which one do you think is more likely?"

Lin Xiyou had an epiphany, packed her backpack excitedly, and ran to a large supermarket. That's where she wanted to do in-depth research.

"Hey—cross the river and tear down the bridge, you!" Song Ziyuan also got up to follow, and saw Lin Xiyou running not far away, looking back and laughing: "When I finish my research, I will treat you to dinner, thank you!"

The smile under the sun is extraordinarily gorgeous, reflecting the golden halo, exuding pure warmth.

Song Ziyuan was dazed for a moment, smiled and shook his head, answered the phone that had been ringing for a long time, and hurried to the next business trip.

With previous experience and Song Ziyuan's suggestion, Lin Xiyou's investigation went much smoother this time.

She pushed the shopping cart, put away the researcher's mentality, and used the immersive experience to observe the situation of shoppers when they choose between different brands.

Lin Xiyou wandered around the row of shelves, turning into an ordinary shopper. When someone picked up the brand she was researching and put it in the shopping cart, she would push the shopping cart forward and chat a few words.

"Hello, I'm struggling with which of these two brands to choose... Have you used it, can you recommend it for me? Thank you..."

"Hello, have you ever used this brand... oh, so how did you feel when you used it?"

"Hi, I see you took the one on the left just now, why did you suddenly think of changing to another one... Oh, it turns out that you have been using it for so many years, just to see what new brands are out, but you are still used to using the old one... ..."

Lin Xiyou used step-by-step guided questioning and chatting methods to obtain different consumers' awareness and acceptance of this new brand, as well as their recognition and loyalty to similar benchmark brands.

After several conversations, she found that most of the consumers who have purchased these brands are willing to share their experiences, especially when shopping slowly in supermarkets, some talkative consumers can chat for a long time.

There are also some loyal consumers, when they meet strangers who like the same brand, they even have a feeling of meeting old acquaintances in a foreign country, just like a die-hard fan who occasionally meets another fan who likes the same idol, and the two quickly become obsessed. The family members who looked at each other in the palmistry praised idol crazily together.

After talking in this circle, Lin Xiyou gained a lot. She pushed the fully loaded shopping cart to check out, and brought two bags of snacks to make extra meals for colleagues' meeting tonight.

When Lin Xiyou arrived at the hotel, it was already dark. Standing at the door, she always felt as if she had forgotten something.

After thinking for 30 seconds, I suddenly remembered, Song Ziyuan!She completely forgot!Is he still at Shangchao?
She glanced at the phone guiltily, the chat history was still on his full screen, and made a phone call with guilt.

Before she could open her mouth, she heard a drawn-out voice in her ear: "You think of Teacher and Father."

"I'm sorry, when I'm busy, I just..."

"It's okay, I'm just a donkey who was slaughtered after unloading the mill. I'm fine, really."

Hearing this dark irony, Lin Xiyou was selectively deaf, and imitated his tune and replied: "Reporting to my father, the research is going well, thank you for your careful guidance, thank you for your kindness, first write it down in the account book, and wait for me to dig it out." When you come out of a well, repay it together!"

"Sure!" Song Ziyuan laughed loudly, she finally stopped pretending to be serious.

"Okay, actually, I'm already on the highway, and I'm going to do some errands in another place. Seeing that you are too involved, I didn't interrupt." Song Ziyuan explained, and added a special sentence: "I have to fly tomorrow night." Go to Kun City, and return to Hai City the day after tomorrow."

Lin Xiyou stopped holding the phone, why did you report the itinerary to me?

Out of politeness, she smiled and said, "Okay, then I wish you the best of luck."

"A plane can only fly against the wind!" Song Ziyuan corrected.

"Oh, I wish you a good journey." Lin Xiyou mouthed again.

"See you in Haishi!"

"Um"