These days, which occurred in Sichuan province in the territory of Leeb 8.0 Wenchuan earthquake, so that all Chinese are shocked that people feel for the victims compatriots, to disaster areas people saddened by the tragic events which breaks. The Internet also fall into a gray, almost all Web sites Home have all rendering a black and white. All TV daily continuously scroll playback from earthquake-stricken areas of the interview. Go to the street, are called on to earthquake-stricken area donated banners. People's eyes are "earthquake" and "donations" these few words. Everyone's attention was concentrated almost simultaneously to the rare catastrophes. We first of all to the earthquake victims compatriots condolences and sympathy to the living conditions of people in the disaster areas, as we do on 》create, only to find that many businesses are using this disaster of great attractiveness of the eye, to expand round marketing campaign ever built, and some enterprises because of the contributions to this charity while improper handling, lost in a public relations crisis. But let me note that wanglaoji and vanke similarly to the disaster area to donate $ 100, which is received by a different effect. This cannot but make us ponder.
Netizen collective ban "wanglaoji"
Now, I'll analyze, currently in marketing strategy, used properly, and has won the good reputation of wanglaoji.
A few years ago, by ye maozhong marketing planning company planning to "fear the fire, drink wanglaoji" as the slogan of herbal tea brand wanglaoji quickly occupied the vast market. At the same time on CCTV and local stations advertising bombing, people gradually established fear the fire prevention can have a drink, chill out by Lo Kat can drink wanglaoji baihuo psychological hint.
However, this time wanglaoji use earthquake donations and network marketing success but also had to be commended for it. The author notes that today's big media in the Home to the "Netizen" collective "ban" is the title of wanglaoji news. I wonder if its because of thought is doing nothing wrong wanglaoji leads users to "ban", point into a look before we know that because jiaduobao (wanglaoji is its subsidiary brands) to the disaster, which causes the RMB 100 million users on their brand goodwill has risen dramatically, causing "netizens" haoyan, whenever you see a tank, see wanglaoji buy a tank, let wanglaoji out-of-stocks. Such a ban, will have the wanglaoji from slumber smiling.
This is not finished. Open Sohu, NetEase and domestic top ranked in several forums, you can see the striking position on the "ban" wanglaoji posts, but I open my QQ number, group or association pop-up messages like this, you should drink drink wanglaoji, 100 million for the disaster area, the first private enterprises, this brand is not supported.
In this way, the author seems to see point clues. In the "ban" wanglaoji behind, there must be invisible hand behind the scenes maneuvering. This is obviously just to see. It can be said, in a combination of powerful network marketing, wanglaoji this $ 100 million "advertising" flower of the very values. First of all, wanglaoji in sensitive patriotic enthusiasm, has set a period of patriotic brand correctly, good image, has won the affection of people, and to a lesser extent, wanglaoji in network marketing, use "ban" wanglaoji slogans straight pull the sales growth. Currently, the spread of Internet media has been bestowed with the traditional media, China now has more than 200 million Internet users. It can be said that to use this as the disaster wanglaoji contributions of corporate behavior and successfully conducted an emotional marketing. Of course, for a donation of $ 100 million of Lo Kat, I don't doubt the sincerity of the donor zone enterprises.
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