The Rule Of Borrowing In Marketing

What is borrowing marketing?

First, from

Second, from the perspective of communication.

The "big event" itself is the focus of media attention. It is associated with big events. It will unconsciously attract media attention and people's attention, and the series of propagation effects will increase.

Moreover, from an enterprise perspective.

Many big events have social commonweal. Enterprises can participate in events to show a good image of the good public.

For example, large enterprises sponsoring public welfare activities not only increase the exposure rate of enterprises from another angle, but also win social goodwill.

How to operate "borrowing marketing"?

Because of the movement of the potential marketing, there is a high demand for marketers' ability to grasp the hot spots, the execution of marketing and the ability to predict the development of events.

Highly studied many classic cases, and combined with their own practical experience to give advice on the operation of the potential marketing:

First, we should grasp the social hot points.

The key to the success of the "potential marketing" is to make use of the event. A sudden event may make a classic brand. For example, when the unified lubricating oil was launched at the time of the outbreak of the Iraq war, the classic advertisement of "more lubrication, less friction and unified lubricating oil" should be launched at the time of the outbreak of the Iraq war, which earned 1 billion 200 million yuan of people's sales volume for the same year.

Therefore, business decision-makers and marketers need to be concerned about current affairs and social practice, grasp business opportunities and social hot spots, and make better use of big events to serve enterprises, achieving 42 effects.

Second, it must be related to the nature of the product.

Just as there are no advertisements for women's products at the NBA scene or the F1 racing scene, it is also related to product related issues. For a big event, marketing often involves a lot of money, and a sponsorship of the company is undoubtedly a huge waste of money.

Looking at the successful case of borrowing marketing, nothing is different from the product itself.

Mengniu yogurt "Super Girls", because the consumption market of yogurt is 16-20 year old men and women, and Super Girls audiences are seriously coincided. Super Girls's idea of "bravely expressing oneself" coincides with Mengniu's sour milk brand personality. Therefore, it can be said that Mengniu and super girl are perfectly integrated, so it is not surprising that the miracle of yogurt is created.

Third, assess the situation and act according to circumstances.

It is difficult to anticipate the difficulty of the operation because of the mobility of the potential marketing, and what the marketer can do is to assess the situation and act according to circumstances.

In 2001, the national football World Cup came out, and it was not a Jinliufu company that wanted to catch the ride. The milk powder enterprise Yi Guan was also a sponsor of the national football club. However, the result of a successful and disastrous defeat is just an indication of the importance of making use of the potential marketing.

When the Chinese football team rushed out of Asia, the coach, Milu, was known as the "magic coach" by the Chinese people. Jinliufu and Yi Guan all found Milu as an advertising spokesperson. After the 2002 World Cup, the national football team handed over to the Chinese people a disastrous pcript, falling from heaven to hell for a time, magic teaching and training, Milu also stumbling down the altar, and Jinliufu quickly adjusted the communication strategy from "the only wine of national foot line" to "Chinese wine", and successfully diluted the "duck's journey" of Milu.

However, Yi Guan failed to respond in time, and ultimately affected the whole enterprise and brand.

Fourth, stay in the brand.

David forger, an advertising pioneer, defines integrated marketing, where every marketing activity is beneficial accumulation of brand effect, which is the brand development and growth.

As a marketing means, short-term marketing is only a step in the long march for the long term brand building. Taking advantage of the brand strategy as the center, it will ultimately be applied to brand building.

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Products in terminal sales

First, the free ride of related products.

What kind of related products can be displayed on display? Generally speaking, the product display area is small, the product repeat purchase rate is relatively low, the product has certain extension value, the product is small and exquisite, and so on, these characteristics of products can borrow the potential of related products, such as cigarettes and fine lighters.

In addition, goods that are not related can be linked by specific time.

Chocolate on the shelf of candy products, flowers are placed next to the fresh area to make use of its humidity, the two products usually "do not see above", but Valentine's Day flowers and chocolates are hot to sell them together.

Two, to promote marketing products.

The location next to popular products is the best promotion location for new products.

The study found that when consumers hang out in the market, they can pass 100-200 products a minute, and the consumer's attention will take up 5 seconds for the consumer.

This is what we call "5 seconds advertising."

All businesses in the store's "hand to hand" is to strive for this 5 seconds of attention.

Popular products are often located in the largest location of people's flow, consumers stay in front of their shelves long, and the opportunity to be noticed and bought is naturally more.

It's a good way to keep close to display.

Of course, the price of these locations will be more expensive, but the cost of display fees can be saved by properly reducing the display area.

In addition, companies with long product lines do not sell all products well.

Enterprises will not be particularly good selling products and free products are displayed together, is to borrow their best seller trend.

Three, obvious advantages, close to the display of products.

(1) price borrowing.

If their products and competitors are similar products, and packaging, quality, style, brand competitiveness are all competing with the competitive brands, but the price is lower than the competitive brands, then competing closely with the competitive brand can directly highlight the price advantage.

Do not belittle the little price tag, which is often the last chance to pull consumers into their own.

(two) characteristic borrowing.

There is a Cola that contains a lot of vitamins.

Its main competitor is positioned in the two level Cola brand, and its display strategy in the store is: stay away from Coca-Cola and Pepsi Cola, and cling to other cola.

And give the waking POP advertisement: A cola, young healthy soda! When consumers pass through these cola, they see the POP advertisement, contrast advantage is naturally strong.

(three) borrowing products from their own products.

In similar products, if the product line is longer, you can also use the strategy of close display to highlight the brand advantage.

When the product advantage is obvious, the exhibition should follow the strategy closely and make full use of the relative weakness of the competitive brand to enhance its own advantages. On the other hand, it is a key to display and enhance the effect.

Of course, a product is superior to competing products in many aspects such as price, performance, variety, packaging, promotion and so on.

It is not enough for enterprises to keep up with their consciousness. The most important thing is to fully extract the advantages of competing products in the display, and tell consumers simply and clearly.

Four, borrow the potential of consumers themselves.

When WAL-MART analyzed sales data, it found a strange phenomenon: diapers and beer sales increased very closely.