1. Nerman's Startup Story

Identifying a Market Gap

Thanh Dinh began by recounting the inception of Nerman. Observing a lack of diversity in men’s beauty care products in the domestic market, which were limited to basic items like shampoo, shower gel, facial cleanser, and deodorant, he saw an untapped potential. Traditional societal norms viewed men’s grooming as unnecessary, but Mr. Dinh and his co-founders believed otherwise. They envisioned a brand that would cater to men's health and beauty needs with a broader and more sophisticated product range.

Overcoming Challenges

In the early days, they faced skepticism about the viability of beauty care products for men. Many considered these products impractical due to entrenched social prejudices. However, driven by a clear vision and persistent effort, Mr. Dinh and his team developed superior products that stood out in the market. They utilized multi-platform communication strategies, with a significant focus on TikTok, to reach and engage their audience.

2. Branding on TikTok

From his experience of trials and failures, Mr. Dinh shared a comprehensive overview of Nerman's branding and marketing model on TikTok, providing actionable insights for the Tubudd team.

2.1. Product Factors

To successfully market a product, its quality and uniqueness are paramount. Mr. Dinh outlined key aspects to consider:

• Open a new market:
  Introduce innovative products that meet unmet needs.

• Improve existing offerings:
  Enhance current products to outperform competitors.

• Product Form:
  • Shape and Presentation:
    Innovate in design and packaging to attract customers.
  • Packaging:
    Create appealing and practical packaging that stands out.

2.2. Customer Insight

Understanding customer insights is crucial for effective marketing. This involves:

• Real-Time Data Analysis:
  Monitor customer behavior and trends.
• Emotional Connection:
  Gauge customer sentiments and emotional responses.
• Feedback and Reviews:
  Use customer feedback to improve products and services.

By closely monitoring these factors, Nerman continually refines its products to meet customer needs and preferences, leading to higher conversion rates.

2.3. 5A Model

The 5A Model outlines the stages of the customer journey. Understanding this, you can approach customers in the most efficient way:

• Aware:
  Attract customer attention through engaging content. At this stage, focus on the number of video views and engagements.
• Appeal:
  Create interest and desire for the product.
• Ask:
  Encourage customers to seek more information. At this stage, focus on the number of product research and product view.
• Act:
  Facilitate the purchase process. At this stage, focus on the number of product purchased.
• Advocate:
  Foster customer loyalty and advocacy. At this stage, focus on the number of customers returning or reviewing/recommending the products.

To maximize customer retention and satisfaction, the first 2 stages should be done fast and cover a mass quantity of customers. Meanwhile, in the long run, the number of customers returning and advocating for the brand is the most important criterion.

2.4. Product Launch Process

A successful product launch involves several key steps:

2.5. Elements of Converting Content on TikTok

Effective TikTok content should:

• Target Young Customers:
  Focus on the platform's primary demographic.
• Be Attention-Grabbing:
  Create visually appealing and engaging content.
• Demonstrate Features Clearly:
  Highlight product benefits and uses.
• Align with Trends:
  Incorporate current TikTok trends to stay relevant.

Content must connect emotionally with the audience, be authentic, and resonate with trending topics. Collaboration with content creators who have a suitable fan base and real-time interaction abilities is crucial.

2.6. Effective Content Types

Mr. Dinh highlighted various content types that perform well on TikTok:

• Product Reviews:
  Showcase user experiences and benefits.
• Trending Effects:
  Use popular TikTok effects to enhance content.
• Product Comparisons:
  Highlight differences and advantages over competitors.
• Manufacturing Processes:
  Provide a behind-the-scenes look at product creation.
• Before-and-After Case Studies:
  Demonstrate product efficacy.
• Order and Warehouse Operations:
  Show the logistical side of the business.
• Interactive Q&A:
  Engage directly with the audience through questions and answers.
• Behind-the-Scenes Stories:
  Share the brand’s journey and values.
• Personal Sharing and Lifestyle:
  Connect with the audience on a personal level.
• Creative Videos:
  Integrate products into fun and creative content.

Conclusion

Thanh Dinh's session provided the Tubudd team with invaluable insights into the intricacies of branding on TikTok. From understanding customer insights to creating effective content, Mr. Dinh’s strategies offer a roadmap for leveraging TikTok to build a strong and engaging brand presence. His success with Nerman underscores the importance of innovation, persistence, and strategic communication in the competitive beauty care market.

Tubudd was impressed by the knowledge delivered by Mr Dinh. We have learned a comprehensive strategy to apply to Tubudd's business model and leverage our sales and branding.

Stay tuned for the next Friday Morning to learn and grow with Tubudd!

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