Marketing Edge Shoes Are Not Addictive.

Event review: always The World Expo Kate (Fujian) children's products Co., Ltd., which authorized the publicity of children's shoes and Haibao, said, "one pair of kart shoes with Expo Haibao logo went to the market", and issued a large number of promotional materials for World Expo's franchise to retailers. It was recently unveiled by Shanghai World Expo franchise office as a marketing fraud.

Earlier, in the inspection of Hepu industrial and commercial district in Xiangshan, a children's shoe shop posted a number of posters of Kate's children's shoes on the facade. The contents were "warmly congratulate Kate as the only" Haibao licensed product authorizing business "for children's products in World Expo. At the same time, the Shanghai World Expo sign in 2010 and the Haibao mascot of Shanghai World Expo in 2010 were used in the poster.

Under the enquiry of law enforcement officers, the owner of the shop can not provide the license certificate of the world expo logo holder to authorize the use of the world expo logo, nor can it provide the "Kanding" brand, which is a relevant certificate of the licensed product franchisee and the franchised retailer. It only indicates that the publicity material is sent to the Hangzhou dealer by the manufacturer, and then sent to the distributors through the distributor.

　　 Edge ball marketing Also known as implicit marketing, it is considered to be the most effective way of product promotion. In fact, this idea has been applied sporadically to commercial wars for a long time until the popularity of new technologies such as the Internet has made it shine. Compared with traditional marketing, implicit marketing is not to broadcast loudly to all consumers, but to "whisper" to a specific number of consumers through the noisy "low flying" of traditional advertisements, so that product information can enter the radar vision of consumers. The main goal of implicit marketing is to find suitable people to talk about products or services, so that consumers can not see the company launched. The key to covert marketing is to create a positive word of mouth environment, and consumers are willing to spontaneously transmit product or service information. The effect of implicit marketing is that consumers like products and brands, and excitedly introduce them to friends, and expect them to like this product or brand as well. With the help of this effect, product information is spread from the central consumers of the leading fashion to the mass consumers. The way of diffusion includes physical (visible brand celebrities or fashion leaders), oral (people openly or privately exchange product brand information), or other combinations.

But this kind of covert marketing requires shoes enterprises to be very cautious, because this kind of marketing method has some edge with laws and regulations to some extent. It accidentally fires the upper body. In that case, the enterprise will lose a lot of money, not only the effect is just the opposite, it is likely to bring the "disaster" to the enterprise. In fact, until we pay attention to the following points, Implicit marketing It can still shine brilliance.

Note 1: control of information content

Traditional advertising tends to control more advertising content to ensure accurate dissemination of advertising information, while covert marketing disseminating product information in a subtle and secret way. In addition, implicit marketing is also trying to distort product information when it is transmitted from person to person, so as to expand the scope of information transmission. Therefore, implicit marketing is not precisely controlled by enterprises in information content.

Note two: applicability of implicit marketing

Not all products are suitable for covert marketing. For those products that can arouse consumers' interest, such as complex technology, personal privacy and status enhancing products, recessive marketing can play a better role. It is not applicable to the implicit marketing of general products such as oil, natural gas, chemical railway and insurance. In addition, the use of implicit marketing is also an important factor to be concerned. Creating some harmless gossip through the atmosphere is helpful to covert marketing.

Note three: the choice of implicit marketing methods

In general, viral marketing and regular marketing are better at attracting attention and interest. Celebrity word of mouth, induced marketing, game marketing not only in attracting attention and interest, but also in the performance evaluation also outstanding. The effect of song marketing is shown in encouraging trial and purchase.