Excessive Marketing: Be Careful Every Day Is April Fool'S Day.

The first close contact of April Fool's Day is initiated by a Chinese Youth Daily's April Fool's day plan.

17 years ago, the China Youth Daily, an excellent word-of-mouth, hoped to popularize the interesting Western April Fool's knowledge to the Chinese people. By the way, it made more dynamic news in the newspaper industry, so it planned a whole page of the April Fool's special issue, which was 19 sensational.

The Beijing municipal government decided to sell the front door building.

The National Family Planning Commission says that PhD students can have two births.

Tsingtao Brewery plant plans to set up a beer line in the city, and can drink fresh beer at home by turning the tap on it; {page_break}

The formula of "Jie Shi cream" was found at the construction site of Beijing West Railway Station.

The State Council has decided to implement daylight saving time this summer.

The most gimmick is the news of century babies: all babies born at 0 o'clock on 2000 will receive the title of "lucky baby of the century", issued by the United Nations to the "Citizen Passport of the world", and can go to school, travel, business and settle down anywhere in the world at any time.

A mother can also accompany her.

In addition, the baby can receive a $20 thousand grant from the United Nations every year from birth until death.

And free products from 26 famous manufacturers in the world.

The sponsors for this event include 26 famous companies such as Ford motor, Nestle, Germany and Adidas.

...

Of course, in order to remind you that this edition of news is a fake news for fools, the editors are also interested in creating a colloquial headline on the fence: "it's true."

On the day of publication, the team of planning editors went out of the blue in a happy and collective way, without realizing that the Chinese readers who had no psychological preparation were going to explode.

As soon as the newspaper came out of the street, the streets and lanes immediately began to talk.

The chief representative of the United Nations WHO in China also issued a statement for the first time, saying that WHO had never released any news about "century baby".

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A more dramatic scene took place in the office of the China Youth Daily newspaper. The uncle of the guard in the morning solemnly cut down the false news with the "summer time system" and pressed it under the glass plate of the table, so as to remind the departments concerned to adjust the clock.

The influence of these false news has even made many government officials call the China Youth Daily to verify the situation.

Weird news is widely disseminated as a serious news, and it can still be heard from time to time in remote rural areas.

Although later, Beijing really rented the front door building to an enterprise for tourism development.

Although some scholars are now calling for relaxation of birth restrictions for highly educated people,

But the end of the story sixteen years ago must be like this:

At that time, the editor of the social edition of the youth newspaper was punished by the administrative record and the withdrawal of the chief editor.

A few days later, Zhongqing newspaper made an apology statement on the front page.

Chinese

In the Chinese marketing world, the marketing experts who "have festivals and festivals and have no Festivals" rarely dare to touch the nerve of April Fool's day. By 2007, the head of the shopping mall insisted: "April Fool's Day is mainly a lie, how can it be a marketing activity?"

But GOOGLE did it last year, and the Chinese seem to be joking about the GOOGLE's spoof.

Perhaps the IT industry is more suitable for the spirit of entertainment: newspapers have always been serious in China and read as a Bible, while the Internet itself is entertainment and a platform for mass carnival; {page_break}

Perhaps Westerners have already trained a fool's day marketing skill on their soil:

In 1997, BMW, Germany, planned the April Fool's day marketing on the theme of "drive away the animal's car". They announced that the company developed a new type of vehicle, which can send an ultrasonic wave to drive away the animals on the road to reduce and avoid traffic accidents. In April Fool's day, Ireland's famous beer company, Guinness beer, announced that the company had reached an agreement with the Greenwich observatory that the company would become a sponsor of the Millennium activities of the observatory.

In exchange terms, from 1998 to the end of 1999, "Guinness time" will replace the "Greenwich time".

All of these have become classic jokes, and have brought huge rewards to enterprises.

Google began to taste the forbidden fruit of April Fool's day marketing in China in 2000. In the 04 year, the April Fool's Day joke was fixed into Google's annual tradition, and then the "fool's plan" of last year's "Valley pigeon bird watching" fully detonated the Chinese entertainment spirit. After the participants burst out, it also triggered a rush for the domain name related to the name.

The Google's April Fool's day marketing eventually rooted in China, showing its wonders, and the result is the envy of countless marketing figures in China.

Reminiscent of Bekele's famous assertion that "being is being perceived" is criticized by philosophers as idealism, but in commodity society, this is undoubtedly the supreme truth.

How to stimulate the excitement of consumers and let them perceive our existence is the fundamental issue of marketing.

In other words, "marketing is perceived."

In foreign journalism theories, there is a saying that bad news is good news, because bad news can attract more consumers' attention.

And the marketing value of April Fool's day also lies in the fact that marketers are allowed to stimulate consumers' nerves in a wider range with new and unique means to get consumers' greatest attention.

Google succeeded.

Of course, we must see that the marketing of April Fool's Day is a double-edged sword.

Seventeen years ago, China Youth Daily injured himself, and seventeen years later, Google gained a good reputation.

Think of Tang Haoming's "Zeng Guofan", a descendant of Chuanshan gave him a sword on the sword.

If you use your awning lightly, you will be injured if you move.

If you hide your clumsy, it will depend on you.

Jianghu also saw April Fool's day marketing, and the result is quite different.