All marketing is content marketing from Sassuzben be marketing speaking

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Accidentally reread Sassou 2008 article "Little Witch Eat Milk", surprised to find a Japanese dairy enterprise successful free marketing case, let people memorable, here with you to share the marketing experience from them.

Marketing is equally important to the operators of any country

After Sassou daughter was born in a Japanese hospital, his wife didn't have enough milk, so the hospital nurses to ask for the views of the Sassou, and most of the first parents, happiness can not find the north of the only know to fix baby formula for children-and to fast, lest their baby hungry, as to complement which one of the best infant formula, Sassou on the confused.

Sassou article said: "The nurse saw that the pizza (Sue) is a club, so enthusiastically said that the hospital can now provide seven or eight kinds of infant formula, are internationally very reputable, and certainly will not eat problems, and taste also undergo rigorous testing, small things certainly love to eat"-and in the hospital during the child's need for milk powder completely free.

At this time of the Sassou did not ask the advice of the wife, without hesitation to take a simple solution to the problem, he asked the nurse said: "Is not the higher the price (quality) the better?"

After receiving a positive reply, the "pizza (su) love of a cheap nerve" was touched, the problem solved--the choice of the most expensive (the best quality) of the formula. After discharge, as Sassou wife "Little witch" expected, hungry to cry for a child of any other milk powder do not eat, no, have to change the hospital "free to provide" the kind of powdered milk, "five minutes later, the small demon has been sucking a big bottle, drink goo-thump."

In this, through the provision of free baby milk powder, the manufacturers effectively realize the expansion of the market and increase the purpose of sales. But to do this successfully, marketing efforts through the hospital "free marketing" approach is really important, but the key is through the product "quality content" to achieve, it not only caters to the physiological characteristics of newborns: "The newborn baby, the initial taste of milk powder will produce profound memories," Sassou Wife "little Witch" said: " There are imitation of the ingredients of breast milk, it is expensive to have the truth "-otherwise, let your child" on the first taste of milk powder will produce profound memory ", parents can not promise to drink such high-priced milk powder.

The shrewd Sotheby's counted the accounts: "The Little Devil" ate the baby powdered milk for about 100,000 yen in two years (at the current rate, also up to 8000 Yuan trillion, before 2005, will only be more), but the Sassou family real experience a "be marketing" of "really expensive has the truth", "(Little Devil) So far mouth strong physique, few fever, cold, two-year-old can pull dog hair (from the dog pulled down a large tuft of dog hair), three-year-old can take the bench dozen teacher head ... This, the witch and eat that powdered milk enhances the immune system not unrelated.

From this marketing case, "All promotional marketing is the content of marketing" is indeed the truth, let people remember more profound is that the Japanese manufacturers focus on marketing from the essence, but also to achieve the ultimate seriousness: not only focus on quality of products--"There is imitation of the composition of breast milk, beneficial to the child's body; and the promotion of the article to achieve the product development above-"taste also undergo rigorous testing, small things certainly love to eat";

Baidu, we know that the Chinese people for marketing focus on marketing tools and marketing channels

By contrast, the same emphasis on a variety of marketing tools and marketing channels of Chinese businesses are dwarfed, although many of our enterprises are also learning to "product promotion from the beginning of product development", but for more Chinese marketers, the promotion of the object of "high-quality content" construction, the importance of more than the promotion of channel methods.

Indeed, from the "good wine is not afraid of the alley deep" to "good wine is also afraid of the alley deep", Chinese enterprises pay attention to marketing is a great progress-it marks the overall establishment of China's basic industry system, from the shortage of planned economy to market-oriented economic transformation, any do not pay attention to market trends, do not pay attention to consumer response enterprises will be eliminated.

But the truth goes one step further becomes the fallacy, "The wine is also afraid Alley deep, the marketing promotion is very important" has a necessary prerequisite-"The wine is good", this is any marketing method must have the foundation, even if in the market economy development today is no exception. Only in this way is the marketing of "quality content" likely to allow ordinary consumers, such as Sassou, to willingly take out more than two years of extra 100,000 trillion yen of unplanned spending.

It is a pity that Chinese enterprises attach great importance to the whole marketing link including network marketing. But forget the "good wine" is any marketing must have the marketing base, and even caused the people in the minds of a wrong marketing concept: As long as the publicity and marketing done well, the quality of product services does not matter; even further extended " The establishment of a brand is at the cost of burning money ads, who burn more brands will be larger, as for "high-quality content" (high-quality product services and reputation) are not to manage the absurd marketing concept.

Such misguided marketing is often turned into grandstanding, it is difficult to get any positive marketing effect, or even only for marketing objects (brand or product services) to bring greater negative damage-perhaps you marketing very diligent, very hard, such as August 10 "Baidu Webmaster Outpatient Open Day" activities, Baidu Search engineer Lee reported a webmaster (SEOER) The exact words: "Every day I in order to cater to you (Baidu) at the expense of their rest time hand-linked to three o'clock in the morning", such a promotion is the cart before the horse, not only Baidu search engineer Lee clearly said: "Baidu does not advocate such a Web site operation mode. And such promotional methods are difficult to obtain the recognition of potential users, but also can not achieve the goal of building a brand or even a big brand-such as the CCTV ad king "Love More" and other so-called "well-known brands" where today?

Moreover, any marketing must conform to the legal rules and social morals, can not become a blindly grandstanding, like "little Witch Eat Milk" in the infant milk powder in the free marketing case, Sassou wife "Little witch" to Sassou stressed that free milk powder is provided by the manufacturers rather than the hospital to provide, and the quality of products without any improper, In accordance with Japanese law, because "no more stringent laws can prevent people from ' sending ' (good, health-friendly) milk powder, right? Others don't want money. You can't object?

The so-called "free marketing" of many enterprises in China more just marketing gimmick, a "this activity to explain the right to the organization of Business (manufacturers) all" to play with all consumers in the palm, this not only reflects the marketing organizers of the poor marketing ideas, but also reflects the lack of the most basic marketing of the law of respect. Can imagine, such marketing result must be "shoot oneself in the foot", will discredit own brand only, the most typical example is the April 2010 KFC "Super Tuesday" second kill activity.

Therefore, all marketing activities, including network marketing promotion, must be based on "quality content" (High quality of product service), even the Japanese high-quality milk powder provider never dreamed of: through such an effective and simple way of promotion, It is not only in the Sassou body legitimate and reasonable to earn more than Sassou husband and wife plan income of 100,000 yen; even the reputation of its products, but also through the Sassou of this foreigner far to broadcast the United States, really won the "User's sincere recommendation", and such users really recommend is entirely in the "said the people inadvertently, the listener intentionally" The highest principle of "this recommendation is of value to other potential users", as can be imagined, will reach the highest level of marketing--"Let everyone tell everyone" "viral marketing".

To sum up, all marketing must go back to the "quality content" (Quality products Services) up, only in this way, the promotion can be lasting, to win the favor of users. This content is not new, the method is really very tired, not in line with the current popular "easy to make money" concept, but I must remind the domestic marketer, when China's "demographic dividend" the huge market potential no longer exist, marketing must go to "intensive cultivation", marketers can not but return to such "tired but effective" Fundamental marketing approach.

This is not only because "do not seek the eternal, the lack of a temporary;" Do not seek the overall situation, not to seek a domain "; more because" willing, fate led to walk, unwilling, fate dragged away "the brutal reality (this article by Gouyn12 original starting, copyright, Wenzing, reprint, please link form to indicate the origin of the article http:// www.gouyn12.com/e-marketing/326.html).