Deep observation: Brand event Marketing "Infernal Affairs"

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Some time ago, there were two very similar brand events, which produced some comments and reactions among the society and netizens. Looking back, the incident itself has been deliberately hype traces, but the result is diametrically opposed.

Playback：

Event 1:1000 Yuan book wrong mark "25 Yuan" lead crazy Rob

December 25, 2009, well-known E-commerce site Excellence network, due to "internal IT system failure", will be thousands of copies of hundreds of yuan to thousands of dollars of books, a unified price of 25 yuan, causing buyers to order, the next day, the great majority of orders deleted, cancel the transaction, causing a buyer to condemn the sound of a piece, Excellent release apology statement. Under the leadership of CCTV, the various media are also follow up reports.

Incident two: China Eastern Airlines, due to the operation of the error discovered "20 First class Ticket"

January 18, 2009, the East Airlines Nanchang branch staff operating errors, resulting in the flight from Nanchang to Shanghai, Guangzhou, Shenzhen, Xiamen, Beijing, Kunming and other domestic air tickets appear 02 percent of the "jump price." Which Nanchang to Beijing full price of 1950 Yuan first class ticket as long as 60 yuan. About 300 tickets have been sold, China Eastern said, in order to be honest hospitality, Eastern Airlines will bear all the losses in this incident, all the tickets have been purchased valid. Major media have also done a lot of reporting.

The two events, less than 1 months apart, were the result of a comedy event that resulted from the staff's "self-posed Oolong". From the point of view of brand network marketing, this kind of event has already been not new, most enterprises through their own design error events, causing social reflection and media attention, through the high-profile treatment of events to improve the brand's social reputation.

Reporter interview The scene of the East Airlines mister, indeed some water feeling. But after reading a week, East Airlines Air ticket netizens concerned about the situation, East Airlines Mister Affirmation, le:

Analysis of such events, the essence of the brand is borrowed: the wrong operation of public relations, access to brand exposure and reputation of the infernal affairs. The cost of such events, mostly not very big, such as the East Airlines incident two hundred thousand or three hundred thousand of the cost, has been the CCTV's positive reports and customer Word-of-mouth, more than a hundredfold income.

Excellent event, picked up the small profits, lost the public, can only use embarrassed or twist bar to describe, the exposure has, reputation is really greatly discounted, this is far less intelligent than the Eastern airlines, perhaps the latter learn from the former lessons, also unknown.

To share the past events of this kind:

Lenovo's 1700-dollar Lenovo ThinkPadT61 notebook was priced at $264 in January 2008, and Lenovo sent a cancellation message to subscribers and remained silent.

In the September 2008, Amazon, the Amazon's parent company, also mistakenly set a $2261.54 trillion 52-inch sharp LCD TV for 38.45 dollars, a rush to buy, the U.S. Amazon after the deletion of the error page, the matter is gradually gone.

In this respect, IBM once the "one dollar Sale" incident is to establish a good reputation of the enterprise. 2004, IBM will be the market value of 1500 yuan notebook Kangbao Drive error marked 1 yuan, finally or in accordance with the price of 1 yuan to order users to send goods, I hope that after the brand occurrence of such events, can and Eastern Airlines and IBM learning.

After all, the hearts and minds of the world

Author: Reform Senior marketing consultant, such as neighboring network (www.rulin.net) to explore Contact: MSN ywxchina@hotmail.com qq:41978861 (First A5 Welcome reprint, do not be deleted, unto impose)