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Marketing First Learns To Tell Stories.

2011/6/13 15:08:00 42

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During the Qingming period this year, Shaanxi Huangling County and Henan Xinzheng city also claimed that they had sacrificed the orthodox Yellow Emperor and triggered the "Yellow Emperor orthodox" war.

In fact, not long ago, Anhui's Bozhou and Henan Anyang were also struggling for the location of Cao Cao's real mausoleum. Similarly, Zhengding County and Lincheng County in Hebei Shijiazhuang were also arguing because they emphasized that they were the real homeland of Zhao Zilong.

The heated debate between the two countries makes it difficult for the general public to distinguish the straight lines. If we can not get the confirmation of the historical parties, we can only provide further evidence by the evidence of more archaeologists in the future.

For the location and birthplace of historical figures, we believe that besides historical positioning, what is more important is its huge potential tourism revenue.

Taking the birthplace of Zhao Yun (Zi Long) as an example, I believe that in the time of war at that time, when there was no legacy of Zhao Zilong's childhood, the dispute between Zhao Zilong's hometown in Zhengding County and Lincheng County in Shijiazhuang was not believed to be a name for the existing monuments. Instead, it was added to the elements of story marketing for Hebei. It was hoped that the image of the hometown of Zhao Zilong, the winner of the Three Kingdoms era, would be created, and a favorite story would be created to attract more tourists to the local tourism to comment on the heroic deeds of Zhao Zilong.

This is a typical example.

Story marketing

For example, there are few historical sites preserved in Huangling County and Henan Xinzheng City, Anhui Bozhou and Henan Anyang, Hebei Shijiazhuang Zhengding County and Lincheng County in Shaanxi. However, as long as they can get historical names, they can attract many tourists and create huge sightseeing business as long as they are built and packaged locally.

Its users are neither in the number of historical sites nor in today's hardware construction, where the former is limited everywhere and the latter is hard to defeat everywhere.

What really attracts many tourists is that after the "rectification of names", it is easy to link historical stories easily, so that tourists can be easily brought into historical stories and situations. They can move tourists and touch people's hearts with historical stories, thus achieving the highest level of story marketing.

Story marketing is one of the highest realms of marketing. Once we can make good use of story marketing, we will be able to make good use of it.

Promotion

The content will be promoted from the actual "goods" to a higher level of "emotion", while goods are valuable and emotions are priceless.

Once appealing to emotion, besides its non substitution, its value can be measured by several times or even hundreds of times.

This is why NIKE (Nike) does not sell shoes for itself, and it will invest hundreds of millions of dollars. Michael Jordan's campaign spirit of Just do it is also promoted. Her aim is to improve her marketing strategy, from marketing sports shoes to marketing spirit and feeling.

Adidas (Adidas)'s Impossible is nothing (no impossibility), also marketing its sporting goods strategy, sublimated to marketing "no impossible" sports spirit and life feelings.

Both NIKE and Adidas adopt the same "story marketing" strategy to enhance the marketing of sports shoes and sporting goods to a higher level.

And the domestic "Tan carpenter wooden comb shop" on the "Millennium wood comb, 10000 silk love", and the pursuit of "there is a place where women have combs, there is no place for women to comb, that is a man bought to a woman" marketing strategy, but also successfully comb the original marketing strategy to enhance mutual care and affection between men and women marketing strategy - wooden comb value, care and love priceless.

Look, in the short span of 18 years, the carpenter has set up 1089 branches in the whole country. The emotional marketing strategy of caring and admiration should have succeeded in capturing the hearts of the Chinese people.

After the industrial revolution, because of the progress of manufacturing industry led the trend of the industry, so our main

marketing strategy

It is how to market "product function".

The development of information, especially the birth of the Internet, shortens the communication distance between people and reduces the cost of communication between people. We try to "consumer demand".

Now that product differentiation is becoming smaller and consumer demand is becoming more and more diverse, if we can master "story marketing" and successfully enhance marketing strategies to touch and comfort consumers' emotions, it will enhance our marketing strategy to a higher and more difficult place to replace.

Buildings are easy to rebuild, but historical stories are not easily replaced. Product functions are easy to catch up with, but emotions and concerns are hard to duplicate.

Products are valuable, and emotions are priceless.

Creating product differences requires the cost of research and development, and moving consumers' emotions requires moving stories.

Moving stories are sometimes more impressive than the huge R & D costs and achieve the goal of marketing.