Successful Marketing: Boss Instead Of Cat And Dog Paint

In today's age where information is flooding and people's attention is scarce, how to achieve the extraordinary dissemination effect is becoming a more and more difficult task. Successful marketing planning can break through the conventional and unexpected. News As an entry point, let the public tell the public what to do. media And word-of-mouth, which saves costs and magnifies the effect. The classic planning case is clear proof.

A column was posted on the Beijing evening news in October 8, 2000. Advertisement In the morning of October 10th, we will carry out the activities of "real cats and real dogs drinking paint" in front of the Beijing architectural exhibition hall to prove that the paint produced by the company is harmless and harmless. The advertisement is an unfamiliar decoration material development company in Beijing, Fu Ya.

At 9 a.m. on October 10th, the banners of "real cat and real dog drinking paint and Fu Ya coating safety inspection" were hung in front of the building exhibition hall in Beijing. Fu Ya also specially invited the notary public surveyor of Chongwen District, and a cat and three dogs were ready. This posture caused a great stir among the public. The exhibition booth was already crowded with people of all kinds. Some of them were media reporters who ran to "grab the news". Some of them were watching lively citizens. There were also a few angry opponents who claimed to be members of the small animal protection association.

The general manager of Chiang surname of Fu Ya company began to publicize to the onlookers: in 1998, the Chinese Academy of Preventive Medicine carried out a non-toxic experiment with white mouse for Fu Ya paint, and concluded that it was actually non-toxic. To carry out this activity, please see with your own eyes. After all, "hearing is false and seeing is believing."

The small animal protection association was forced to take away small animals that were preparing to drink paint. The order of the scene was very chaotic. The more the onlookers gathered, the more they saw the real cat, the real dog and the paint. The time is already 9:30, and when the tiger is hard to come down, Chiang manager announced: taking into account the situation at the scene, decided not to let the cat and dog drink paint, instead of people to drink - he drank himself!

The news was shocked for a while, and the whole square was suddenly silent. Under the supervision of two notaries, Chiang opened a bucket of paint, poured half a cup of water, and put a little mineral water in front of him. In the audience's astonished gaze, the paint in the cup was drained away.

Soon after, a Xinhua News Agency published a 700 word manuscript "for the sake of non-toxic advertising, the manager even drank paint" immediately issued, other newspapers and Internet media followed up, "the boss drinks paint" bizarre news spread rapidly. According to statistics afterwards, more than 200 media reported or reproduced the news.

In fact, the incident was carefully planned throughout. Fu Ya coating company, despite its excellent product performance, is hard to occupy the mainstream of the market because of its limited popularity and limited influence. How can we start the brand name at a small cost? Under all circumstances, the company found a planning company, and the planner hesitated for a moment. Then suddenly he looked up and asked, "since you are so confident in your product, why dare you drink in public?" So the performance of the previous performance began, and the small animal protection association was actually their own person. It was an early and well arranged story role.

"Boss drinks paint" is a classic news plan. The bizarre nature of the event itself has great news value and entertainment value. It is enough to attract public attention and stir up a sensation. It also strongly promotes the selling point and advantage of the product, that is, green environmental protection, harmless to human body, and a brand that is enough to drink. People will also worry that it will harm the health if it is painted on the wall.