BBK: Understands Marketing &Nbsp, But Does Not Understand Music.

There is a saying in the advertising circle that half of your ads are wasted, but you don't know which half of them are.

However, compared with NOKIA, Pepsi, Mengniu and other relatively mature,

BBK: 80% of the publicity fee is wasted.

The biggest limitation of BBK is to do things according to the way of event marketing. Most of them are biased towards traditional advertising mode. They simply use music to subdivide users and market segments, but have not made personalization.

So strictly speaking, it is still not perfect because of the law of non conformity.

According to the theory of system.

Two key points to decide whether to succeed or not: 1, whether it is combined with the brand, whether the music or stars can be associated with the brand, and 2, whether the spontaneous pmission of virus among users.

As long as they are short of one, they can not be said to be successful.

BBK music phones only have two main laws.

For BBK, people remember the melody of advertising songs, which is related to the brand, and has the first key point: whether it is combined with the brand, and whether the music or stars can be associated with the brand.

Compared with BBK, more brands are much worse. After they sponsor a musical activity, consumers only remember the stars, remember the activities, but do not remember the brand, so this is 100% wasted.

Unfortunately, BBK is not satisfied with the second key point: whether it triggering spontaneous pmission of viruses among users.

Of course, compared with the traditional extensive advertising, BBK is effective.

But if we can initiate the spontaneous pmission among users, we will be able to expand the effect of BBK by more than 100 times, or the cost will be reduced by more than 100 times.

In fact, with BBK's scale and input, it can be done no worse than Sony Ericsson and NOKIA's music mobile phones.

But if the virus is not pmitted, it will cause huge waste.

BBK has paid too much attention to extensive bombing, instead of designing the soil that can cause the virus to spread. It only promoted the songs and brands by advertising bombing, but did not rely on the popularity of songs and the relationship between brands, so that the brand connotation was deeply rooted in the hearts of the people.

In other words, BBK has reached the ears of many consumers, but has not reached the consumer's mind.

Not equal to event marketing

The success must be low input (relative) and high return, and users will produce deep resonance and viral pmission.

BBK's high investment and high return still belong to the old mode of traditional advertising bombing, and music is still regarded as event marketing.

In fact, with hundreds of millions of dollars invested in BBK every year, if the system is to further elaborate marketing, the money will be able to pry the whole Chinese pop music scene.

Of course, NOKIA, Pepsi, Mengniu and other brands are even more so. According to the new idea, one of them can subvert the pop music pattern in the mainland.

Before, due to the lack of systematic theoretical guidance, it has been a one-sided understanding and operation for a long time.

It is often regarded as an event marketing: finding a star, sponsoring a show, and making a lively scene.

In fact, it is a systematic, inclusive marketing concept of brand, product, music, marketing and communication.

It's like spreading your brand like pop songs, spreading brands like popular songs in the north and south.

There are a lot of viral advertising songs that have brought huge spread to the brand.

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As the name suggests, = music + marketing.

If you do not understand music, it is impossible to do well, as if many e-commerce is not good, because IT entrepreneurs only know "electronic" but do not understand "business".

So, in addition to marketing and music, business marketers will be hard to succeed.

BBK is actually an old hand. The first song of BBK, which was sung by several singers in China, was sung for a while.

But now, the pop music market has begun to subdivide, and it is hard to have a song that can be popular everywhere.

By now, it has become more thorough, and will no longer be the extensive marketing of the public.

This is how popular songs are.

There are two key points that lead to viral pmission. One is music, the other is the super viral nature of the brand itself.

Making music and brand both viral, this is an advanced topic.

In China, it is impossible to achieve first-line brand by bombing.

In the past, it was possible to bomb advertisements on CCTV.

But now such a good thing is out of the question, especially in the minds of young consumers. It is even more impossible to compete in the rapidly competitive market of mobile phones.

Imitating the advertising bombing of big brands ignores the accumulation of brand connotation.

BBK has been advertising bombing with the first-line mature brand marketing mode, and so is advertising content.

But when it comes to advertising bombing and advertising, it ignores the meaning of advertising.

But this connotation is exactly what can go deep into the heart of the consumer.

Brand is not bombed out, bombing can only be in the eyes of consumers, but it is difficult to reach their hearts.

Because of the lack of connotations and lack of accumulation, the brand of bombardment is like a vegetable that lacks fertilizer.

Strong advertising can bring high visibility, but it is hard to build up a high-end image without a connotation.

Big brands can make empty image advertisements, because big brands have accumulated cultural heritage for decades. What they need to do is to safeguard consumers' values of their purchases.

For example, Coca-Cola and other classic brands have gone through the incubation period. Users know that on this basis, Coca-Cola must do is to maintain brand connotation and values.

For new brands such as BBK, its brand connotation and values have not been established and deeply rooted in the hearts of the people. Therefore, for new brands such as BBK, besides the image ads, consumers should also be given a reason for buying.

Otherwise, it is equal to not yet go to primary school, and directly instilling the values of the university to the users.

The function of advertising is to establish deep emotions with consumers.

When people are saddest and happiest, they are fascinated by a song.

This music is to accompany you through an unforgettable experience, just like the best friend, the most sympathetic friend to accompany you.

Good not only can reach the eyes and ears of consumers, but also can reach their hearts and generate impulse to buy.

It also gives users a reason to buy, which is a bit beyond the system, but the good thing is that it can take on this additional function.

If it's just like dragonflies, it's a waste of traditional advertising.

In short, BBK's two major mistakes are also common mistakes made by other big brands.

1, as the event marketing, extensive, did not form the spread of the virus.

2, differentiated but not personalized.