Chen Marketing Bitter

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1) New Year's Day, Chen Au endorsement of the United States excellent product inspirational ads praised by the Chen Au body swept the network. The original: "You only smell my perfume, but did not see my sweat;" You have your rules, I have my choice, you deny me now, I decide my future, you laugh at me nothing is not worthy to love, I pity you always wait, you can despise our young, we will prove this is the age. Dream, is doomed to lonely travel, the road without doubt and ridicule, but, so what? even black and blue, but also to live beautifully. I'm Chen Au, I speak for myself. "Cut version: You say i * * * * *, but I speak for myself!"

2 Poly Beauty Products Three anniversary 2013.3.1, Sina Weibo comprehensive hot search list: Poly Beauty Excellent products (first), Chen Au (sixth), Chen Yu (nineth).

Author's point of view:

1 The United States advertising lines itself flawed.

2 Chen Au imitation cost is too high, lead to: too much rely on the navy to promote, low quality imitation version of many netizens resent.

3 The microblog search list has the potential to brush the list.

4 to the United States excellent product fast Media marketing plus a fire: subversive coverage! (Other enterprises can also refer to)

The following detailed analysis:

1 when everyone in the United States advertising praise, I think only 70 points, the point of deduction is three flaws. The first flaw, the style of the first line is "You look at me, it is by my efforts" is the full positive energy, the latter side of the style is "you do not look at me, but I do not care" This is not to see positive energy, at best, can only say that the personality. Careful consideration will find that this is only a disregard for their own evaluation of the rebellious young people's journey. It just happens that everyone knows that he is very tall and handsome, which is in line with the desire of some young people to succeed in rebellion. However, these words are not subject to scrutiny, such as the author of a sentence can ask live Chen Au: People criticize you, why are you impatient to listen to other people's advice? Just insist on individuality really can for their own endorsement? No wonder netizens ridicule Chen, you say i * * * * *, but I speak for myself! A blindly pursuit of personalized advertising can only impress the impetuous netizens, but can not move from the heart of the positive and enterprising young people, there can be no complete vitality!

2 Why is it that Chen's imitation cost is too high? First of all, there is a flaw in the advertising lines themselves is the first scourge. For TV ads, lines not enough charm, but also Chen Yu personal charm, video effects to dine. But Chen is a dry text, a defective advertising words can be derived from the classic popular language? To speak with the truth, please look at a Chen University edition (Xiamen): You only see my scenery, but did not see my strength. You have your northward wide, I have my little island. You laugh at me this false literary false fresh, all kinds of occlusion, my heart silently endure, we will prove the future of who's era! University is destined to lonely travel, others ask the total without questioning and puzzled, but how, even if every day with tourists rob Rice to eat, I also want to live beautifully. I am at Xiamen University, I speak for myself!

This is already written in the university version of the relatively good, but can clearly reflect his is the university and not the north of the sentence is only "you have your northward wide, I have my little island." "Even if every day with tourists rob Rice to eat, I also want to live beautifully." "These two sentences, if you look at the funny version of all included, you will find it is difficult to use Chen to express their personality." Another reason for this period is that Chen's writing is difficult to write, and has gone beyond the level of the netizens ' writing (or the concern of netizens does not have enough attractive points to express!) Also take the university edition as an example, most colleges and universities use Chen to complain about canteen, air conditioner, male and female ratio, how can you see individuality? No wonder many netizens complain about brain-remnants brushing screens. is not the advertising itself brain residue, but the netizen imitates to write out really a bit of brain remnant.

3 The Weibo search list has the potential to brush the list. In fact I'm not sure, but I think so. The first has the motive (gathers the beauty excellent product three anniversary), second has the strength (Internet company's technology and the Public relations strength) third is purely the individual guesses, really has so many people to care about gathers the beautiful product? or know Chen Au people should be more than know poly beautiful products of the people (TV show + Chen Au body Popular), Why is the search quantity of poly beautiful product more than Chen Yu? People who want to buy cosmetics should go to Baidu to search for beautiful products. Of course, this is only speculation, but the possibility of speculation in the minds of everyone. Even if the brush list, not too, marketing!

4 said so many critical suggestions, the author God Horse Good idea to the United States? First of all, I propose to modify the previous three points, so that advertising words more positive, more suitable for imitation, so that the event marketing more diversified, so not too much reliance on the navy and public relations. In addition, the author put forward a new scheme, which is relatively easy to implement on the internet but no one has proposed and used (in addition to the author), that is the author--Subversive coverage theory!

What is a subversive overlay? is 100% comprehensive, like a tornado over the internet piece of grass does not leave the coverage mode! This is impossible in the hard advertising era, CCTV can not do, but in the SNS era is possible. How to cover 100% of netizens? And listen to the author of a case:

2009, the author for a well-known domestic recruitment website proposed subversive coverage concept, decided to do a small scope test. At that time, the site for students to do job-seeking comparison activities, there is a writer responsible for one of the university's network publicity (the university has canceled the use of the ground publicity mode). At that time, the university's use of Renren accounted for more than 90%, of which more than 50% per day on the net more than 10 minutes. The author aims at this school cent time carries on the marketing in the grade cent school. In all colleges, each year of each college to select more than 2 students to participate in the marketing, because a college level of about 300 people, and each classmate's number of friends in 500, so 2 more students will be completely and repeat the corresponding grade students. For three weeks, the result was the fourth of national enrolment (affected by the number of schools).

In fact, the author is the formation of such a marketing team! Chen Au may ask, how can young white-collar workers be covered? The same is true, based on the company's free gift. Well, the details will not say it! The advantage of this model is that the coverage is high, real people's network of Word-of-mouth spread, and save a lot of money; The disadvantage is that the operation is slightly complicated.

Poly-Mei Excellent product marketing, always affect the micro Bo Netizen's eyeball, the higher the expectations, the greater the pressure of the United States, the author will continue to pay attention to every step of Chen, and to express their views.

Jinan gathered Weibo marketing network www.jinanjuhui.com