Do Not Let "Spike" Become A "Brand Killer".

Actually, before "spike", there were.

Last year, Taobao launched a "one dollar spike" campaign to celebrate the founding of the 6th anniversary, and when the event started, the one dollar spike products were pferred. Even more surprising to the netizens, several netizens could take all the one dollar spike products at the same time.

The authenticity of this spike activity on Taobao has been questioned by the majority of network names.

After that, one dollar "kill" cell phone, kill BMW by one yuan, and then kill the house by one yuan.

"Spike" is growing fiercely.

KFC's "kill door" is to "spike" to carry forward, directly "spike" the intelligence quotient of Chinese consumers, so that promotional activities have become a social group event, large and medium media have focused on the report, KFC's brand image has also been affected.

Although the "spike" activity has cost risk besides credit risk, it can not stop business enthusiasm.

From the point of view of businessmen, the use of "spike" activities can bring a lot of popularity and play the best promotional effect; the two is from the consumer side, because the price of goods is lower than the normal price, so there are many people to grab, there is market demand.

Businesses are always trying hard, customers are constantly pursuing, one should be popular, and the other is to be affordable.

Of course, if we only take "spike" activities as promotional activities, then businesses will get very limited things, because this kind of promotion may overdraw the credibility or value of the brand.

Promotion should be carried out under the unified strategy of brand: first, it is consistent with brand positioning; the two is to meet the needs of target consumers; and the three is to use the assets accumulated by the brand to facilitate the activities, such as the use of brand specific image carriers.

In this way, "spike" activities are beyond the scope of promotion, but a valuable and meaningful public relations campaign promoted by brands or communicating with consumers.

Such a spike can only last long and be sustainable.

That is to say, don't do "spike" as a promotion, but as a public relations activity to do is long-term.

At the same time, we must prevent the occurrence of group incidents. For this reason, the details and processes of the activities should be open and pparent, otherwise, only a few people can achieve their wishes.

In addition, we should prepare accordingly for the purpose of "spike": if we are to take several special products as promotions to attract customers, we should extend the corresponding product mix to extend more purchase opportunities; if we are to launch new products, we must fully prepare for sales channels and terminals.

"Spike" is the promotion method in the Internet age, but it is also the most likely to become a "brand killer". We must adhere to the general principle of integrity, capability and cost leadership, otherwise the overdraft is not just brand equity, but also consumer trust.