Marketing Skills -- Accumulation Marketing

What is accumulation marketing?

Accumulation marketing refers to a new mode of viral marketing communication at the age of social networking in the Internet age. "Pedestrians on the road like word of mouth, who knows no one in the world" refers to the accumulation of marketing. "Good things do not go out, bad news travels". Accumulation marketing Portrayal.

A good marketing advertisement should be like this. An advertisement that we do today will still be crazy. Tomorrow, a stone will arouse thousands of waves, and even a few years later, it will continue to ripple.

In 1980s, IBM had a super monopoly in the computer industry. In 1984, Jobs challenged apple to challenge IBM, and the TV broadcast of Apple's blockbuster was broadcast on the Football Super Bowl final televised. The inspiration of advertising creativity comes from O'neal's anti totalitarianism novel "1984". Today, it can still be recalled that old men who symbolize the bald heads of the rulers are coming to the end of the mountain. At this time, the rebel appeared, a bodybuilding woman hit the big screen with a hammer, big brother's world collapsed instantly. Advertising means Apple PC has gone out of the world, breaking the monopoly power of IBM in the computer world at one stroke. On the second day, the three big television networks in the United States, ABC, NBC and CBS, broadcast the advertisement of apple in the news program. 28 years later, this advertisement is still circulating on the Internet. This is called accumulation marketing.

Positive marketing

Positive marketing refers to positive marketing, which means that although positive events have been heard for many years, the spread of events can serve as a bonus for enterprises and brands. Good accumulation marketing can become a symbolic memory of an era, highlighting the spirit of an era and the soul of a brand.

China's household appliance brand Haier is the master of marketing. In 1985, Zhang Ruimin, director of the Haier refrigerator factory, received a letter from a user saying that the quality of the Haier refrigerator was wrong. Zhang Ruimin took people into the factory to check all the refrigerators that had not been manufactured, and found 74 refrigerators with quality problems. Zhang Ruimin immediately convened a staff meeting to ask how to deal with these fridges. Most people suggest that these quality refrigerators can be sold to employees as employees' benefits, so the cost will not be too great. Zhang Ruimin said, "if I sold these 76 refrigerators, I would be allowed to produce 760 or 7600 unqualified refrigerators tomorrow. The quality consciousness is not enough to release these defective products. He announced that all of these unqualified refrigerators must be smashed, and whoever produced it smashed and led the first hammer himself. Zhang Ruimin's hammer woke up the sense of quality of Haier people, and carried out the spirit of "do not do it or fight for the first place", so that Haier achieved today's results.

It is reported that Zhang Ruimin used to smash the sledge used in the refrigerator has been collected as a cultural relic in the National Museum of China. Zhang Ruimin The story of breaking the refrigerator gives a lesson to all enterprises. Zhang Ruimin only smashed the fridge once and repeated it hundreds of times, and even filming the CEO. Every time behind the spread of the story is undoubtedly another hidden marketing and advertisement by Haier. Good accumulation marketing is not deliberately disseminating, but people do not consciously become the best disseminator of brand.

Accumulated negative marketing

Accumulating negative marketing is a marketing effect that brings negative effects to enterprises and brands. This kind of accumulation negative marketing is often being excavated, exaggerated and magnified by enterprises or brands when they are careless, so as to damage the enterprise or brand in the minds of consumers.

In May 2012, a netizen's micro-blog quickly attracted public attention. micro-blog The dairy farmers added cow urine to the milk. For a time, the news of milk adding cow urine was bubbling up on the Internet. Many netizens shouted nausea. They said that the mood was disgusting and chilling, and some netizens even laughed at themselves. "They used to drink milk instead of cow urine." as soon as the news came out, the enterprise immediately made a rumor in the official micro-blog, drying out a picture of modern mechanical processing equipment, and responded: milk is all centralized mechanized milking, and there is no possibility of any additives in the whole closed process. 1.5 hours after the statement was issued by micro-blog, the netizen responded by calling micro-blog, who first broke milk and cow urine, claiming that she was talking about 2008. At this point, a cow urine milk incident that many netizens paid attention to seemed to come to an end, but this incident has severely damaged people's confidence in the brand of dairy industry.

Negative accumulation marketing is often produced in some unfair competition, and it is not to say that the purpose of the initiator of these negative events is whether they are the opponents of the reported enterprises. However, the influence of this negative accumulation marketing is not the same, and the lethality should not be underestimated.