In 2008, it was the China Year of Marketing.
This year, the people of China have been looking forward to it for too long; this year, everyone has experienced too much. From the intense preparations for the Olympic events to the pains of earthquake relief, both world brands and domestic brands have been tested in such an opportunity and sudden year.
Brand and marketing, accompanying the film, where is the brand, where is the marketing. The extension of brand social behavior has opened up a new world for marketing. In 2008 we were surrounded by too many new marketing terms – Olympic marketing, event marketing, viral marketing, spoof marketing, public service marketing, disaster marketing marketing and world growth, marketing and branding. Perhaps, some people will say that marketing-playing is the concept, and the eternal behind the concept is the passion and belief of the marketer.
Tribal DDB designed the event for Shanghai Volkswagen, called “Honk for Chinaâ€.
Blogger who wrote the Olympic torch relay can get a "honking badge" if he adds a link to Shanghai Volkswagen's official Torch Relay page. Add it to the blog page, the reader of the blog can click on the badge to honk the speaker, indicating support for the Olympics.
Bloggers that attract more people to honk will receive generous rewards, including the opening and closing ceremonies of the Olympics and the free use of Volkswagen for a year. In addition, a banner ad that recommends this event will appear on the Sina blog channel homepage, and the blog will show a higher score blogger.
DDB has always been known for its creative ability. This event is also worthy of praise:
1. Select a blog as a medium for virus transmission
Although the current blog is not a web content carrier that Chinese netizens are more concerned about, its audience is more high-end than forums or online games, and it is quite suitable as a marketing activity for automotive products.
2. The specific links and content settings are closely related to the theme
Blog Writing Torch Relay - Link to the Public Website - Badge on the blog site - Reader Interaction - The prizes are Olympic tickets and cars. The way the readers participate is "sounding the horn", which is very clever as a car marketing campaign.
3. Very well mobilized the power of direct and indirect participants
When doing Online Campaign, it is often guilty of the contradiction between the difficulty of participation and the effect of the activity. Although the participants are more difficult in this event, they are relatively rewarding. Even if the number is small, they can guarantee the quality of content and the enthusiasm for participation. The blog readers are very convenient to participate, and the meaning is good. It may be just a click of the mouse, but for them this can indicate support for the Olympics (similar to real-life signature activities), much better than direct voting.
4. Cooperative blog service provider's choice
Through the preliminary estimation of China's BSP, Sina blog is likely to have been exceeded by Q-Zone from the perspective of users and traffic. But it is still a more suitable partner, or a relationship of a user group. In addition, Bloggers that display higher scores on ads (not sure if they are dynamic) are also a very intuitive and effective way to attract more users.
Event marketing fakes are true and false
On the evening of May 18, when the CCTV "Dedication of Love" came to an end, the deputy general manager of Jiaduobao Group, Yang Aixing, donated 100 million yuan to the Sichuan disaster area, and then under the proficiency of network promoters. "Blocking Wang Laoji", "I donate a donation to donate, I want to drink and drink Wang Laoji" is popular in the Internet.
All in all, Jiaduobao paid off the score, and some netizens were moved to buy products to support the company, and the harmony was a mess. In some of the comments and media industry analysis, praises such as “win-winâ€, “a beautiful corporate marketing ä»—â€, and “the highest level of hype†can be seen everywhere. The thief thought that "blocking Wang Laoji"-style network promotion is tantamount to self-tie of stones.
There is a distance between the Internet and real life. The cost of "queuing the queue" on the Internet is very low, and the actual supervision is lacking. Most netizens will not really fulfill their commitments and moral offers on the Internet. Some netizens joked that "morality does not go down the net." Even if some netizens go to "performance" in reality, the spread and life expectancy of online hot topics will generally not exceed three days, and the enthusiasm of netizens will decline. Do you want a corporate image? Of course, but there must be a degree. Too tall a corporate image can sometimes be a burden. "Afraid to get angry, drink Wang Laoji" has become "to donate, look for Wang Laoji", a little careless, "blocking Wang Laoji" network drama will probably evolve into reality.
According to media reports, Jiaduobao’s profit in 2007 was 100 million yuan. That is to say, Jiaduobao put all the profits for one year on this hype. As a company, the contribution to society is to pay taxes and fees; the second is to create employment opportunities for the society; the third is to provide social products or services. In other words, when philanthropy affects the development of a company, it will become smaller than the wealth it gives back to the society. Some of the most philanthropic giants in Hong Kong and overseas have also carried out various donation activities in batches through funds. The more fundamental reason is that independent of the operation of enterprises, it will not lead to the development of enterprises.
Compared with Wang Laoji’s “Zhe Ze and fishingâ€, Tencent announced that it would invest 550 million yuan in Sichuan in a few days after the earthquake. This approach undoubtedly has more special meanings, giving people the opportunity to fish instead of giving people a fish. Obviously, Jiaduobao does not need such hype.
If this hype is to expand brand awareness, comments can't be overemphasized. However, after years of advertising bombing, Wang Laoji is not lacking in popularity, but lacks the consumer's recognition of the product of “Wang Lao Ji†and the recognition of herbal tea. The market is the market and charity is charity. Because here, the development of the enterprise requires intensive cultivation, relying on the struggle in the market, the enterprise is often a product war, not an image war.
The history of Coca-Cola and other European and American brands over the past 100 years tells us that no one company in the world's century-old stores has donated through donations, and no one has made it by making a name. Buying Internet word of mouth with 100 million yuan does not help the development of the company in a certain sense. It is unrealistic to obtain a longer-lasting image through a heavy-hearted charity event, and it may bring about enterprise development. The deviation, this is probably what Jiaduobao should pay attention to at this time.
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