Cao Fanghua look: Changhong's "Lovechina" marketing Campaign

Pay attention to social dynamics, carry out "aging" marketing. This is in the new marketing environment of enterprises to carry out marketing activities of one of the basic ideas.

For changhong such a "bulky" enterprise, can be so quick to carry out the marketing response is commendable.

Today in the Sina home page to see this advertising link, I will go in to see.

Probably from Haier itself old said should be very satisfied, at least very complacent. Let's look at their own story:

Today, there are a number of mainstream web sites in a High-profile advertisement: its main elements for netizens spontaneously organized the "hearts of China" icon. The Chinese patriotic enthusiasm has recently burst like a tsunami. This kind of http://www.aliyun.com/zixun/aggregation/15530.html "" "The identity of large enterprises in the mainstream media high-profile launch of" patriotic advertising ", supporting the" Red China "in the domestic is still the first. If this month in the "Modern Express" at their own expense to publish patriotic ads of a Nanjing citizen is "patriotic advertising first person", then Changhong Group is called "Patriotic advertising first enterprise"!

Changhong "to industry serve the country, national prosperity as its own responsibility" business philosophy and netizens spontaneously organized the "hearts of China" action is very fit. This point is very good, very fit. The following are Cao Fanghua individuals from the perspective of interactive marketing and network integration marketing communications to say that the lack of this activity:

First: lack of audience interactive participation mechanism. The QQ head into a red heart has a sense of participation in the MSN to join the love of China has a sense of participation, but in Changhong's "Love China" marketing campaign, the user is just a spectator, even if there is participation, that is, patriotic participation, but did not put "love China" marketing activities and " Changhong "brand concept to establish an association. Therefore, the activity has not changed the traditional marketing communication activities "Push" mode, the audience is in a passive state of information acceptance.

Second: lack of audience diffusion mechanism. Coca-Cola Online torch relay is through the user and the transmission between users, to achieve the spread of activity, Coca-Cola initially invited only 8,888 torchbearers to participate in the current tens of millions of of the user participation. But we see Haier this activity, no one user participates in the dissemination mechanism, cannot reach the audience's involvement dissemination. Therefore, the marketing communication activities of the audience still just stay in their own propaganda, did not inspire two of times spread.

Third: The momentum is not enough: in the current situation, to carry out marketing activities, must have a momentum. To achieve momentum there are several ways to use a platform, such as QQ, MSN, or Phoenix Satellite TV, CCTV, a certain column, or some ads like the form of Hawking. In short, to make as many people know that Changhong group is "patriotic advertising first enterprise." It is clearly not done at the moment.

Four: The lack of a platform, the platform for users to participate, so that the audience to participate in the realization of the audience and the audience interaction. This is just a simple page. Hey, this is event marketing?

The above is my personal opinion, Cao Fanghua play with everybody a lot of exchanges.

Cao Fanghua

Advertising graduate student of journalism and Communication College of Xiamen University, Research topic: Network Integrated Marketing Communication

Xiamen Horizontal Interactive Creative agency planning creative, practical field: network integration Marketing Communication

Website: www.ieead.com.cn

Phone: 13950073048

Msn:fanghuacao@hotmail.com

Blog: http://blog.sina.com.cn/ivu1314