Eleven Lecture Hall: The Right And Wrong Of Disaster Marketing

This year is also a disaster year. From the beginning of the southern drought, the mudslides in Zhouqu began, and many storms and floods occurred in several parts of Sichuan, and then to Yichun's plane crash.

In the scene of the disaster, in the live television footage, people see the most are three kinds of people - wearing camouflage clothes, are soldiers; wearing orange shirts are firefighting lifeguards; wearing a white coat is a doctor.

Green, orange, white, these three colors of clothing constitute the main color of disaster relief.

These colors do not have any brand LOGO. These three colors themselves identify the three most needed people at the disaster scene.

But if you look closely, you will find that

I don't remember when it started. When there were reports of major incidents, CCTV began distributing the costumes to reporters on the spot.

These clothes are basically outdoor or sports brands, such as Lining, NORTHLAND and so on.

There are unwritten rules in CCTV. When a reporter appears, he can not wear LOGO clothing.

There is no LOGO, but the pattern of clothing is not familiar with the logo design of a certain brand.

Of course, the TV station.

Therefore, when people see the disaster scene on the CCTV and through CCTV reporters, they will gradually become familiar with these CCTV reporters.

Some clothing brands have also been successfully spread along with disasters.

This kind of behavior that uses disaster to improve brand awareness is named "disaster marketing".

It is now impossible to figure out who invented the term. It is only known that during the "5. 12 earthquake", many enterprises in China had the awareness of "disaster marketing".

When one enterprise after another took the brand with its own donation numbers onto the stage, people remembered their names.

Of course, there are full promises and free promises.

In the face of disasters, how to carry out marketing, test the wisdom of enterprises, but also test the conscience of the enterprise.

When "SARS" appeared, the price of vinegar and vinegar in some breweries increased exponentially, and a number of illegal traders took the opportunity to sell high priced goods.

Although these businesses have improved their popularity through disaster, they have been remembered for their notoriety, but they have damaged their brand image.

Of course, there are many smart examples in disaster marketing: it is reported that in the United States and Iraq war, the slogan of Shell's unified lubricants is: "more lubrication, less friction."

And the world-renowned clothing company Benetton has created many public service advertisements over the years, and the contents of advertisements are the scene of disaster.

Newborn babies whose umbilical cord has not yet been cut, black people and white people handcuffed together, AIDS patients dying by their relatives, camouflaged trousers with blood stained soldiers killed in battle, white T-shirts, and seabirds covered with oil can not fly.

These disaster scenes are full of visual impact. They show people pain, new life, racial conflicts, family ties, death and blood. At the same time, they also remember Benetton's LOGO.

In fact, the scene of rescue and disaster relief has always impressed people: red banners in all over the mountains and hills, each banner has the name of the striking unit; the red flag fluttering in the wind and the flag on each side are all self introduction.

At the scene, the reporters on TV should look for the best angle; the rescue and relief units will be straight and tired before the cameras.

For enterprises, of course, we must show, the key is how to show, whether it is with conscience in the show.