Alternative Marketing -- The Same Way Of Hype

With the improvement of productivity, economic development, social progress and market competition are becoming more and more intense. The era of "wine is not afraid of alley" has passed, and the traditional marketing concepts and techniques seem powerless in this fierce market.

When an enterprise follows the usual marketing methods, it seems to be unable to get the attention of customers. When almost all enterprises begin to turn their eyes to innovative management and innovative marketing, hype can be regarded as a new way of innovative marketing, or it can be called alternative marketing, innovative marketing, momentum or news speculation.

Hype is also affecting its behavior and influencing people's choice with its unique charm. Speculation is reshuffling the chaotic marketing channels and laying a new foundation.

No hype, no matter NBA, Premier League, Serie A or Hollywood can not have the current scale and influence.

Of course, for enterprises, it is not a matter of speculation but speculation and speculation.

Cooper Ren Congxin, a sales manager and a doctor of economics in Shanghai, said, "in a way of thinking, learn to run brands, Chinese enterprises may breed their own Microsoft and Coca-Cola."

The chairman of the farmer's spring Limited by Share Ltd, Zhong Feng, even said: "the enterprise will not hype, that is, the mummy."

However, hype is not simply a commercial show, it not only shows the posture of its own enterprises and products, but also provides the content that can be pmitted with good quality and brand expansion.

The following are the basic methods of commercial speculation:

      一、 概念先行，先發制勝 

The concept of speculation has become a popular trend in recent years in the marketing field. Enterprises use modern or abstract concepts to attract consumers' eyeballs, such as "far-infrared", "nanotechnology", "detoxification", "negative ion", "zero radiation", "noble school", "brain platinum" and "Royal enjoyment" in recent years.

The success of yak V9's success in the candy market is a good classic case of speculation.

At that time, the candy market was filled with various kinds of fruit candy, toffee and so on, and yak V9 successfully entered the confectionery market through the early development and market cultivation, and put forward the concept of supplementation of 9 vitamins, so that it firmly stood firm in the fierce market competition.

The success of aloe detoxification capsule in Beijing market is also a good case for speculation.

At that time, products such as "detoxification and nourishing capsule" and "detoxification general" were popular in the market, and their concepts were deeply rooted in the hearts of the people.

The aloe detoxification capsule has successfully opened up the market of "detoxification" through a lot of pre development and speculation.

At first, the concept was deeply hyped. When the concept of "detoxification" was familiar at the time, the concept of "deep detoxification" was put forward, and its distinctive features were explained, and the product was made into a more scientific, more thorough, healthier and more advanced product, so that the market could be easily occupied.

Two, with the help of hot spots, expand the influence.

In the current era of eyeball economy, hot spots have become the focus of attention among consumers, businesses and media.

The purpose of enterprise's event marketing is to make use of the heat and news of the event itself, so that the product or service can catch the attention of the train.

Some enterprises with sharp sense of smell find out the corresponding points from their major events to carry out hype and expand their influence.

During the 2003 Iraq war, at the advertising creative conference with Changrong advertising company, the unified Petrochemical Company put forward "more lubrication, less friction" advertising words, and passed unanimously. Finally, through intensive delivery, the brand image of the unified lubricant was greatly improved, and sales volume growth was also very obvious.

Mengniu is also in the "Shenwu flying sky" incident, secretly taking advantage of the situation, for the astronauts "silently dedication" good milk, and once the flying success, Mengniu quickly advertised in the whole country: "cheers for China", "astronaut special milk", Mengniu fame, not only earned enough eyeballs, but also liquid milk sales have been leading.

      三、借助名人，巧打品牌 

In marketing circles, there is such a story of celebrity speculation: a bookseller has a backlog of books, which have neither lively and interesting storylines nor reveal the inside of a strong stimulus or even have some practical value. Such a very ordinary book is hard to find its unique selling point.

After a lot of meditation, the bookseller suddenly thought of a trick.

He immediately sent a book to the president, and after a while, he made frequent calls to ask the president for his advice on the book.

The president of the universe never had time to read such an ordinary book, but out of politeness, the president made a very polite saying: "this book is good."

This bookseller was very successful, and immediately announced: "there is a book that the president likes very much to sell."

As a result, the books were quickly sold out.

Soon after, the bookseller entered a number of books. He did the same thing and sent a copy to the president.

The once used president decided to ridicule the bookseller, and replied, "this book is awful!"

I want to see what else you can do.

Who knows, booksellers once again declared, "look at what the president's hate book is like!"

The book was sold out again.

The third time, the bookseller sent the book, and the president simply ignored it.

Unexpectedly, the bookseller who had already tasted the sweetness had new tricks. This time, he launched a bigger Hype: "this book? Script src=>