Grasp The Two Basic Points Of Borrowing Marketing

In a dream of Red Mansions, Xue Baochai said this: "good wind relies on strength to send me to Qingyun."

The main idea is that, with the help of other forces, we can achieve our goals at once.

Indeed, no matter the enterprise or the individual, if the "good wind" is borrowed, "Qingyun" is a natural thing, and this is the original intention of the marketing.

The so-called "borrowing marketing" refers to the way that enterprises use modern media technology, with the help of social hot spots, celebrities, etc., to skillfully publicize brands and products, giving them rich imaginative connotations or specific tastes and social orientation, capturing consumers' attention, gaining market share quickly and realizing rapid appreciation of assets.

But taking advantage of the situation is not the same as getting benefit. The marketing of the occasion is also a double-edged sword. If it is used well, the company will benefit from it. If it is not good enough, the investment will be damaged, or even the brand will lose its credibility.

Therefore, borrowing seems easy and everyone can borrow it.

But how to borrow correctly, borrow accurately, we need to grasp two basic points.

First of all, whether the enterprise's potential marketing can be done well is directly related to the judgement of "potential".

There are a lot of blindly following the trend in the marketing of the potential market. Only by the high degree of concern of the event, we actively participate in it. No matter whether the product can be linked to the "potential", the two parties will be stiffly drawn together. In the end, they will be questioned by everyone.

For example, in the Shenzhou five incident, Mengniu became the "sponsor of China's manned space project". Its products were designated as astronauts, and this occasion successfully brought a leap for Mengniu, and this effect was also envied by many enterprises.

Therefore, when the Shenzhou six manned spaceship, which attracted the attention of the Chinese people, entered the space successfully, the products such as air conditioners, refrigerators and so on also ran to take advantage of the situation, but caused many netizens' disapproval. The hot topic of their discussions was nothing more than the correlation between products and potential.

Therefore, it is another matter whether the enterprise that wins the Shenzhou six will get the expected communication effect.

Of course, this is just one example, but it needs the enterprise to think seriously.

An event is in front of us. First of all, an enterprise should carefully judge whether it can borrow or not. It basically depends on whether the event can help the enterprise's current promotion target, whether the event is related to the product, whether the connotations of the two can match, rather than that of Laplace.

At the same time, on the basis of this, it is also necessary to see whether the funds matched with enterprises will bring negative effects.

Do you know the relevant laws and regulations?

Such prudent choices are aimed at avoiding embarrassment and loss in future operation.

Secondly, once we make a judgement, it is particularly important to plan the whole situation.

Regardless of the size of investment, short-term operation or long term investment, it depends on how to plan. The fundamental reason is that we must focus on the promotion target of enterprises, so as to attract more eyeballs in a new and affinity way. The two most fundamental goals are the promotion of brand awareness and the promotion of terminal sales.

Take Tsingtao Brewery as an example, as a sponsor of the Olympic Games, it operates through a series of event marketing and media strategies such as "Dream China", "dumping the country", "I am champion", and China Tennis Open, so that consumers can get a consistent understanding of the brand from different information channels.

According to statistics, Tsingtao brand named "Dream China" period, the first mention of brand increased by 1 percentage points, and sales of products increased by more than 8 percentage points.

For the construction of brand awareness, it is necessary to rely on the media to maximize the communication effect in the process of activity operation. It is suggested that the media publicity budget should be raised to 40% of the total investment in planning, making full use of the media portfolio.

On the other hand, online bombardment also has a real impact on sales.

Therefore, how to make the online communication landing and pulling the terminal to connect sales is also a matter that must be seriously considered in the planning process.