Catch Up With Donkey Ads To Catch Up With The Top Three Executives?

In March 11th, Chen Zhong, director of marketing at Orange Hotel, changed personnel in micro-blog, including the vice president of the public relations market, Deng man, Lv Yingjian, vice president of SEO and Guo Yanjing, director of SEO.

3 person

How about driving a donkey?

CEO, Yang Hao Chung, once said publicly that the total revenue of Ganji network in 2009 was 19 million yuan, which reached 80 million in 2010 and 170 million in 2011.

This is the first time a TV advertisement is put on the net as a target for 2011 revenue.

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"It took 45 days from idea to plan to advertisement to finish.

In the past 45 days, our planning team, today's capital and Ganji network have not been cut off, so it has been completed smoothly.

I only did the ad for donkey and did not make a backup version.

Ye Maozhong told the new financial reporter.

After the idea was put forward, both sides of the capital and Ganji network were very satisfied at the senior level, but for Ye Maozhong's team, they got the idea after careful consideration.

Ye Maozhong analysis: "Ganji network is a classified website for life information. Although it has been developing rapidly since its establishment in 2005, it now faces a pressure.

First of all, its technical threshold is not high, it is easy to be imitated, followed by similar websites, 58 cities and popular networks are catching up closely, and the relationship between the three is very sticky.

Therefore, they concluded that the absolute amount of users is absolutely competitive for the classified websites of life information, and the natural increment can not satisfy the development of the fair market. This advertisement should rapidly increase user volume in the short term and open up the distance from competitors.

Facts have proved that it has been successful.

Ganji network put into advertising in February 2nd, when its users' attention on Baidu index was only 23977, when the end of advertising, the number rose sharply, reaching 135434, while in March 14th it reached a peak value of 219166.

Compared with the 58 websites of similar websites and the people's network, the gap between the original and the similar numbers has been more than 100000.

How much is the advertising fee?

The above figures have shattered rumors that the "advertising fee of Ganji network has been floats".

But how much "huge" advertising cost is still unsolved.

There are two versions of rumors, one 200 million, one 400 million.

Ye Maozhong, as a participant, seemed helpless to these statements: "4 hundred million!

I don't know what they think!

Exaggerate a bit, pass tens of millions, I can still accept, 100 million too outrageous! "

"Actually, the cost is very poor. Our first round of delivery is 15 days.

I can't tell you the advertising fee, you can figure it out. "

Ye Maozhong said.

If calculated on a daily basis of 500 thousand, the total amount of 15 days is 7 million 500 thousand.

This is just the price of advertising.

For the total investment, CEO, Yang Hao Chung, made a clear statement: "online rumors of 2-4 billion yuan, the actual cost of less than 1/10."

There are also reasons for choosing to focus on the short term during the Spring Festival.

Ye Maozhong, who is fascinated by Mao Zedong's tactics, talks about a strategy that Mao Zedong has used. When the whole has no advantage, he must be good at giving full play to local advantages, concentrating the superior forces and fighting the war of annihilation.

The advertisement of Ganji network follows this principle.

The "spread strategy" is not suitable for the dissemination of this kind of website, because its high practical value, short time blasting will attract more potential users' clicks, users will use it and find useful, he will not go away, and the adhesion is very high.

Ye Maozhong said, "and busy people usually have time to watch TV during the Spring Festival, and the rate of arrival is high."

In response to the online questioning of the effect of advertising, Ye Maozhong also said his own view: "you don't need to see people who go to the fair market, today's capital people, how do they evaluate Ye Maozhong? You can draw a conclusion just by looking at whether their ads will be added."

Because of the great win in advertising, today's capital President Xu Xinsong Ye Maozhong has a brand-new iPad to show her mind, and because of her success in advertising, she has invested more in Ganji network.

For Ye Maozhong, this is the key to prove the success of advertising, "whether users use your creativity is the best evaluation."

Ye Maozhong laughed and said, "why do people spend money to vote? Ye Maozhong didn't force him with guns. The creative people haven't reached that level yet. I'm not a triad."

Who is the real winner?

Thus, it is too far fetched to link up the resignation of the three executives and the little donkey ads.

"A stable and United team can not be disturbed by competitors."

An anonymous SEM insider analyzed the whole process to the new financial reporter.

"In February 2nd, when the advertising of Ganji network appeared, the Baidu concern index rose sharply. In February 14th, the people's network registered the donkey network domain name and went online in February 15th."

People in the industry say that after the public network rush to catch up with donkey nets, they publish a large number of media manuscripts through public relations means to illustrate the concept of "Ganji network has completed the donkey net".

When the public relations incident was fired to the hottest time, the donkey net's user attention in Baidu was broken, but it did not keep it down. In March 18th, it had dropped to less than 2000.

At the same time, there has not been a significant increase in the level of public gateways.

Therefore, the industry believes that the resignation of three executives may be other reasons, but not because of this advertisement.

For the people's network, the "ganlvwang" domain name cost more than 200 yuan. Although it didn't achieve much effect, it did not lose money. To the fair network, the public relations behavior of donkey net boosted the topic of the fair.

CEO, Yang Hao Yong, micro-blog group, said: as an enterprise, more attention should be paid to product user experience and long-term development strategy of the company, rather than a few tips, bringing hundreds of users and hurting the brand.

If you say something more, what is the domain name kaixin.com?

In a few years, who can remember this donkey net?

Ye Maozhong, as a composer, sees this thing very lightly: "people's net registration of donkey nets during the spring festival itself illustrates the fire of Ganji network.

When your opponent imitates you and looks at you, it can also map out your success.