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To Do Marketing, We Need To Know How To Make Matters Worse.

2008/7/31 14:17:00 41763

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With the introduction of Heng Yuan Xiang's "Zodiac gate", there are many miscellaneous stories.

The article is published, and many friends who make friends call me, or simply meet and chat. A general feeling for me is that in the face of unprecedented opportunities in China's advertising market, our enterprises are still in a lot of confusion.

In China, the way of marketing is not enough, but deep level is not enough.

Looking at the numerous industry forums and summits, ten to nine of them are familiar faces.

On the stage, people sitting on the stage are familiar with each other. However, the further study of good reason will still be limited.

So today I want to go on to talk about the last topic, and I don't think it's a fresh idea on that, but I think there are some ways that really deserve to be changed.

Today, it is said that "marketing should be understood as a minor matter". In other words, when our enterprises face the common opportunities in the society and the times, we should know how to pform this generalized, social and contemporary topic into a unique marketing language of their own enterprises and brands, and express them in a specific and vivid way.

Only in this way can we make our brand image fresh and have unique faces, so that consumers can remember them.

Take the present as an example, all Chinese enterprises know that the Olympic Games are a good opportunity.

However, smart people should know that when information dissemination is asymmetric, it is the easiest marketing event to emerge.

In the face of the same big event, you think it's an opportunity. I don't think it's worth it.

As a result, you did it, you won, I didn't do it, I still knew nothing about it.

The difference is the asymmetry of information dissemination.

As an example we all know, Mengniu ascended the sky at the beginning. Mengniu took this opportunity to make a serious fire.

Why?

One of the reasons is that many companies do not care about current affairs and do not know at all.

That's the same thing.

Another reason, even if I know, these enterprises will think: what does the rocket have to do with my brand?

It seems that the current situation is that the value of information has been fully recognized. Even the small shops that offer takeaway to modern cities hate to launch the Olympic white-collar packages.

This is especially true for enterprises. They should not be worried about what their competitors are doing, but what others do not know.

At first, Mengniu could spread it by "Shenwu", because no one contended with it, and the skills were monotonous.

In the face of the Olympic Games, it is hard for the participants to take the Olympic Games to speak.

So we say that we need to know how to do marketing with "big trouble", which means we should understand how to find out the real points we can use from the grand topic of Olympic Games, and then creatively express them.

To give an example, many enterprises believe that there is no more convenient way to give brand sports spirit than to invite sports stars to endorse.

The easier things are, the easier it is to integrate their brands into the homogeneous Red Sea.

According to CTR's survey, the most popular spokesman in China in 2007 was Liu Xiang. When he showed the standard smile before the screen, can you remember whether he was carrying a bag of milk or a box of pills?

Johnson's "gold care, gold medals" series gives a more vivid case.

This series of activities invited Deng Ya Ping as an ambassador of love, not only on the cable TVC, but also on the photo winning competition for "tomorrow's champion of motherhood", which led the whole nation to create a new world record with "motherly love".

As a global partner of the Olympic Games, Johnson's move can be described as a specific example.

From the perspective of communication theme, the spirit of the Olympic Games has been implemented to the pmission of motherly love, not only a complete interpretation of Johnson's brand concept, but also a deep emotional communication with consumers.

The choice of ambassador Deng Ya Ping is also unique. Deng Ya Ping, who has quit the competition, has gained a full image in the field of public welfare through his intelligence and efforts.

Compared with the popular sports stars, Deng Ya Ping's image value will only increase and not depreciate. She has not lost the risk of competition. Instead, the test of time has created her trustworthy "love ambassador" image.

Another interesting detail is that on Johnson's website, Kodak, also known as the Olympic global partner, has appeared in the ranks of its active partners: if you do not understand uploading photos online, Kodak's national cleaning chain will help you complete the work.

To do marketing, we need to know how to make matters worse. This means that we must have strategic thinking and tactical skills in the face of great communication themes.

Those who listen to the big truth are fed up in brand communication.

In the final analysis, advertising and communication are to achieve emotional communication with consumers, and human emotions are, after all, concrete things.

To understand the meaning of this layer, and then to make an article on this specific nature, it is not the work of marketing personnel, but should be done to the creativity.