Eleven Enterprise Marketing Case: Manufacturing Focus
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Small business
To pry the public's attention, the way of events must be more extraordinary.
In 2007, a clothing company in Nanchang advertised the Confucius and Laozi, who used the ancient bun as their suit models.
This behavior has aroused widespread public concern and evaluation, gained a high reputation in a very short time, but has also attracted widespread criticism.
Coincidentally, a Shanghai lingerie brand takes up word games, turning a good slogan "perfect woman" into a "beautiful woman", with the intention of creating news effects and taking the opportunity to start branding.
In the end, it was indeed a sensational news effect. However, contrary to what happened, the event marketing did not bring any pull on sales, but drew the punishment of the relevant departments in Shanghai and lost about 200000.
In 2008, Heng Yuan Xiang's twelve zodiac advertisements, through the 1 minutes of television advertisements, composed of the Beijing Olympic emblem and Heng Yuan Xiang trademark remained stationary. The voice over was read from Heng Yuan Xiang, Beijing Olympic sponsor, rat mouse, to "Heng Yuan Xiang, Beijing Olympic sponsor, pig and pig". The 12 Chinese zodiac signs were repeated in 12 times.
with
extreme
The way to make the audience remember the identity of the brand and Olympic sponsor.
Heng Yuan Xiang, "rather than being scolded or forgotten"
Marketing purpose
This time it has been brought to an unprecedented level.
There is no doubt that Heng Yuan Xiang has achieved the goal of getting high attention at a low cost, but it remains to be seen whether the advertisement will eventually bring long-term adverse effects on the brand.
If a small brand is in a helplessness, and there are some unconventional ways to carry out self promotion, there are still some reasons for it.
"Big trees attract the wind", and big enterprises are more likely to become targets of media and public attacks.
When making the focus of public opinion, garment enterprises must pay attention to ignoring the brand and reputation.
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