Look At The Fireworks Of Shenzhou 6 Marketing

Zhou Yongkai's prophecy is not wrong.

The manager of the advertising department of the farmer's living hall of the farmer's spring has worried about the marketing war of Shenzhou 6, which is not as good as Shenwu.

Not only the farmer's mountain spring, but also the Mengniu Dairy industry, which has been working closely with the China Aerospace foundation since the "Shenwu", and now feels the obvious "weakness" in the marketing and pmission of the Shenzhou 6 incident.

Since the beginning of October this year, the author has seen the fireworks of this marketing far away from the water.

I have found that many brands, such as clustering and marketing, lack of relevance and lack of novelty in communication activities, have made these "grass boats" fail in the process of borrowing the "Magic Arrow" because of the lack of "Dongfeng".

We should not be deeply responsible for the rush of enterprises and the practice of "Shensi" to "get married".

Because in an era of "attention economy", there are two ways to attract attention: one is to make yourself the focus of public attention. Even if you are not born with Li Zi, you can achieve the goal by wearing unusual clothes, or applying 2 kilograms of powder on the face, or even stripped of clothes and go through the market. But inevitably, it will lead to "vulgar" accusation. The other is to stand on a platform with focus on attention, or to associate with focus events, and increase the exposure rate as well.

"Shenzhou VI" should be the latter.

This high level and rarely seen major event and its super high degree of attention are in line with the unique and scarcity of marketing value. It is undoubtedly the best news source in event marketing than any public relations strategy launched by force.

From this perspective, many enterprises compete to become "partners", "sponsors" or "concessionary enterprises" at any cost. At first glance, they seem to be commercially minded and brand conscious.

But the problem is that in 2003, when Shenwu launched, only Mengniu Dairy, Nong Shan spring, Shenzhen Fiyta, Hongkong Chai textile and China Life Insurance 5 sponsors, and this year's "Shenzhou VI" sponsors doubled, reaching 13: Kelon Group, Sinopec the Great Wall lubricants, PEAK sports shoes, Guangdong fengal aluminum industry, Guangdong big impression group, Beijing new times health group, Fujian yak, Fujian Jinjiang Fuyuan food all follow suit, trying to "grass boat to borrow arrows", from which to gain brand awareness.

However, so many companies are playing "Shenzhou 6" at the same time, which will undoubtedly interfere with consumers and distract their attention.

It turned out that everyone was shouting, but no one was remembered.

The author can give a similar example: every day, I will receive a lot of phone calls and faxes from the media in my corporate advertising department, or invite me to participate in such a large journal and compiling, or to engage in a brand focused display, or to congratulate an important event.

At this point, the author almost refused.

Why?

In such activities, there are always a lot of enterprises involved. When you invest in advertising, you are basically oblivion. Even if you throw money, you will not even have a splash.

Therefore, Mengniu is wise.

It adjusted its marketing techniques this time, and changed its practice in the "Shenwu" to integrate marketing and marketing, and changed it into the usual advertising campaign that matches the theme of space, avoiding the mistake of empiricism.

You should never forget that in 2003, when shen5 rose to the sky, Mengniu, with the intention of planning "astronaut special milk to inform action", and synchronizing with Shenzhou five in the media, such as CCTV, posters, outdoor media, newspapers, Internet advertising and other consumers, could make the theme of "space" as the theme. The sales volume was 2 billion 100 million yuan, and was successfully selected as one of the ten successful marketing cases of the year.

But the marketing myth created by the Shenzhou five has never been copied.

Because of "Shenzhou VI", the first effect of brand promotion is not equal to "Shenwu".

In advertising communication, "first" is more attractive than "best".

At present, the industry is more inclined to criticize the lack of integration between its products and Shenwu, and the convergence of news appeals.

I think these views are probably correct.

Many enterprises rush to the hot events, as if they are climbing the "friendship" with "Shenzhou 6", and they become Buddha products and become high-tech products.

But in my opinion, it is doubtful whether the above products are related to "Shenzhou VI" and its spiritual meaning.

I admit that the Great Wall lubricants put forward "China aerospace special lubricating products", Fiyta put forward that "China can also make its own space watch", and Guangdong Feng aluminum aluminum industry proposed "China aerospace special aluminum materials", the new era health industry group put forward "China aerospace special health food products", Guangdong big impression group put forward "China space special celebration liquor", Mengniu put forward "China astronaut special milk" and other concepts, are also considered the key points, other basic belong to hard to break and fool.

Its products are neither used on spaceships nor seen in the propaganda, but they agree with the connotations of the events themselves and the brand connotation. Although throwing the heavy money to sponsor "Shenzhou VI", it can not make people thoroughly understand what the relationship between their products and Shenzhou VI is.

If this is a mistake, is the brain of his schemer more than one of the others?

It's harsh to say that, but I'm not going to shut up.

Finally, the author further points out that the relevant enterprises are not very innovative in the activities planning and news dissemination, and only adopt the conventional "lift" propaganda, which has also directly led to the reduction of the communication effect.

Taking a look at this marketing war, most enterprises are closely related to the high-tech products such as Shenzhou 6, but the marketing techniques adopted are "not even a bit of technical content". You are a partner. I am also, you are a sponsor, so am I. I am not too ready to give you the product, but you can not show a more colorful and sensational news.

At a very expensive price, they performed a seemingly pyrotechnic and colorful fireworks, but when the smoke dispersed and the fire went off, people could not leave deep memories and beautiful associations.

What I do not particularly understand is the new age health industry group, which is the background of the state-owned enterprises. Up to now, there are hardly any reports and news that the enterprise has actively propagating in the major newspapers, and there is little introduction on their corporate websites. How can you expect others to remember them even when you are hiding such important information?

Feng Hongjiang, a news marketing expert, a researcher at China Brand Research Institute, and EMBA, Tsinghua University.

He has been engaged in marketing planning, publicity and dissemination of news and corporate culture for a long time.

In the field of human resources management, corporate governance, marketing management and so on, they also have unique views and outstanding innovations.

He is currently a special consultant, special contributor, columnist and brand consultant of several domestic financial and economic media and professional marketing management websites.