Super-Efficient Marketing Seminar Part 1: Focusing on Brand Planning STP

How to resonate with consumers through brand marketing tests a company’s public relations capabilities, and a professional digital public relations consultant is the driving force for businesses across all industries. In today’s 3-hour intensive course, Aileen, Public Relations Director of Digital PR, a division under the Digit Spark team, explains what digital public relations is, how to plan public relations marketing, and how public relations can exert influence. We also have the opportunity to invite Diaone , a company specializing in influencer-to-business marketing , to share how to leverage the influence of KOLs and KOCs to gain genuine consumer recognition and acceptance of a company’s brand and products.

Why invest effort in “public relations”? The value of public relations.

Before leading the participants to a deeper understanding of “digital public relations,” Aileen, the director, returned to the core principles of digital PR, sharing her years of experience and the value of public relations. In short, public relations is about ” building positive relationships between a company’s brand and people .” These “people” include: the brand’s target customers, potential customers hidden in the general public, investors, the media, and competitors. Everyone’s impression of a brand and what they want from it is different. The job of public relations is to cultivate good relationships with everyone, and to deliver the same brand in the most appropriate way to resonate with different target groups .

Every industry in the market has a brand concept when establishing a brand; the brand concept is not simply conveyed by exposing it on the official website. Public relations and marketing should further embed the brand concept into people’s lives so that people recognize the brand value.

Precise target audience selection + in-depth conversation = successful delivery of brand value

How to conduct successful public relations and marketing for a brand? The mainstream field of public relations has long since shifted from offline to a combination of offline and online . For a brand to win trust both online and offline , what we need to do is not breadth but depth . There is a saying among marketers: “If your target consumers are 0-99 years old, it is the same as having no target.”

For brands that are just starting out or just beginning their public relations and marketing efforts, Aileen teaches everyone to start with the product and first identify the target audience. The priority audience must be consumers. As for which consumers, we can effectively use the STP (Spotlight Targeting) method to focus on the target group we want to engage with :

[STP Target Application: A Case Study of Niche Market “Mental Stabilizing Drugs”]

How to interpret this image? Here’s a simple guide:

• S: S represents the initial stage. We can differentiate our own brand from competitors based on product features and brand tone, and determine which market to enter.
• T: From the S market, further segment several potential target groups using T. “Segmenting groups” requires the experience and analysis of professional public relations personnel to grasp the standards and level of detail in segmentation. Even the most common “gender” dichotomy is not something that every product needs to do (lotions may need it, but sunscreens do not).
• P: After identifying several target groups, we selected one to be the dialogue partner for this marketing campaign. Ideally, we would precisely target a group of people with “one issue,” so that for the recipient (consumer), the purpose is clear and they can immediately see “what this product is meant to help me with.”

Once you’ve decided “who to talk to,” what should you say in the conversation?

“My product is so good” is obviously not enough to win people’s hearts. Other companies’ products are just as good, aren’t they? If you tell consumers, “I understand what you want, and my product has these features, so it can meet your XXX needs,” wouldn’t that feel more like you are thinking about the consumer’s needs? One of the specialties of the Digital PR marketing consultant team is the ability to tell stories that resonate with people’s hearts. They can dissect each brand and product, extract the key dialogues that best hit the consumer’s pain points, and build a story-based communication .

Once we’ve decided who we’ll say what to as a brand, the next step is to research how to say it to achieve our desired effect. Aileen raises an important concept here: in the digital marketing era, dominating online discussions is also a form of market share.

While brands actively posting and advertising online can certainly generate some buzz, relying solely on their own perspective for promotional content can lead to two drawbacks:

• Providing information from a single perspective is simply self-promotion to consumers.
• Unable to obtain true consumer feedback and other related needs through indirect means

In the next lesson, Aileen will focus on introducing what ” word-of-mouth marketing ” is and teaching everyone how to make good use of different channels for word-of-mouth marketing, and how to plan brand promotion in a way that is most persuasive!

Further Reading: Super-Efficient Marketing Seminar Part 2: Leveraging Third-Party Influence

Digit Spark, part of the Zhenhao Internet Media Group, integrates its six sub-brands offering data application services to provide enterprises with comprehensive and precise optimization services across five key areas: “Industry Customer Targeting,” “Performance Optimization Strategies,” “Digital Tool Integration,” “Online Voice Cultivation,” and “Brand Value Promotion.” It drives brand success through data technology.