Festival Marketing In the end what should be done? should be "Yakou" or "take heart to go kidney"?

This spring festival, internet marketing can be said to reach a peak, whether the number of cases, or the way and effect. And the recent girls ' Day has been mercilessly played by enterprises. Recently, Tsinghua and Peking University male classmate and female schoolmate mutually about watch movie news to be fired very fire, at first I did not realize that this is a marketing event, because there is no brand of the whole show, until the Baidu glutinous rice stand out at the entrance of the North gate of the film ticket, the author just understand this is the Baidu glutinous rice single-handedly planning.

This case let the author have some inspiration, in this want to chat with you in both the traditional enterprises or Internet companies are unusually focused on holiday marketing today, the festival marketing in the end what should do? Holiday marketing is to "Yakou to walk", or to "take the heart of the kidney"?

Yakou Marketing: Not the failure of marketing, but the failure of business models

The so-called "Yakou" and "take Heart to go kidney", is the author summed up the major holiday marketing cases to its definition of four directions, or four models. For the Yakou model, there are two levels of meaning, one is to use the audience's daily life the most needed "food" as a marketing breakthrough, the second is marketing and promotional activities, hoping to cause customers "word of mouth." In this model, the most representative of the traditional stores and shopping malls.

Whether it is a store or a shopping mall, often during the festival for goods, especially food, with a substantial rebate to attract customers to buy. Many people think that the marketing of stores and stores is very outdated, very low, but in fact they are very grounding gas. Low prices, the purpose of the heap head, a wealth of goods, the occasional broadcast, surging customers ... To apply the "scene" concept of the Internet, this is actually the most real life scene for the people. In this can not jump out of the scene who will unknowingly buy something more.

It is worth mentioning that the Internet is very popular "explosive product" this statement, it is precisely the use of the supermarket "explosives" concept. In the Internet with explosive products to attract users to aggregate users, and then from a large group of users to find the corresponding business model for commercial change before, supermarkets, stores, shopping malls have been used to directly promote sales of explosives. Speaking of which, do you think of every morning, a bunch of old ladies in the supermarket queue to buy eggs scene?

Therefore, Yakou mode is a very effective way of marketing, not only very effective, but also closely related to sales, can directly pull sales. But "Yakou marketing" is unable to save the decline of shopping malls, supermarkets, because the marketing model is unable to stop human society and the progress of the times, electricity quotient is the inevitable product, but also the landmark of human life, compared to the electricity quotient, offline entity behind the commercial circulation mode is routed. In the United States, for example, the National Retailers Association (NRF) estimates that the 2014 year-end shopping festival, which reached its highest level in the past three years, amounted to $616.9 billion trillion, but grew only 4.1% per cent year-on-year, well below the more than 10-point growth rate of the electricity dealer. At the end of December 2014, ShopperTrak, a market-research agency, released a consumer report in late December, showing that traditional shopping malls sold at the end of December 2014 at $12.29 billion trillion, down 0.5% from 12.35 billion in the same period in 2013.

Go hand Marketing: Nothing is more terrible than numbness

Go hand marketing and Yakou marketing similar, but the latter is to use "food" to attract people, the former from all aspects to stimulate the user's "advantage" mentality. Want to take advantage of, must hands, do steady and ruthless. I think that the beginning of hand marketing in group buying, thriving in the electric business. Buy the most fire when "seconds kill" every day, than is hands. and enter the era of electrical business, you need to search, contrast, choice, more need to use the hands and brain.

In the hand marketing, in order to maximize the release of power, electric business enterprises are at all extremes. Whether it is tall or the next three indiscriminate, whether it is highbrow or lowbrow, whether from black black or gossip groundless, as long as there is effect, electric business enterprises can put into practice-do not bottom line will effect. That year, the Beijing-east and Suning's home appliances War, Liu and Li Guoqing, and so on, have become the electronic business history of important marketing events.

Although it is said that netizens are not afraid of lively, but lively see more, will be boring, numb. No matter what, most netizens today's first reaction, it is likely to be "this is another hype." In addition, users are now increasingly numb to the promotion of the electric Dealer website, the high speed growth of the electric business enterprise based on the demographic dividend and the advanced business model cannot be maintained for a long time.

Although the electric business enterprise in the double Xi., double 12, 618, the achievement is 100% or even three times times, five times times the growth, temporarily does not say these achievements authenticity, along with the electric business enterprise unceasing increase, the flow dividend is being diverted, causes the enterprise flow to obtain the cost to climb unceasingly, And the electric business enterprise to create the festival marketing way is to consume huge sums of money, this is a great challenge to the electric business enterprise.

The author predicts that after two years, the electric business enterprise no longer insists on the Yu Jin Festival marketing, even if is the Creation festival, will also be the cooperation between the enterprise, even is the Cross-border alliance.

It seems that walking hand marketing desperately needs to find a more effective way.

Go Heart Marketing: chicken soup drink too much also cloying sweetness

Take heart marketing The most important role is through carefully designed content, carry out creative marketing, trying to create emotional resonance with the audience, so that the audience to accept your communication demands. Frankly, it's like chicken soup. Although the emergence of micro-letters and the strong possession of the user fragment time, let go heart marketing more than an effective access to the audience, but the micro-letter in a heap of "president" type of micro-letter public number, daily boil the soul of chicken soup, but also make the user to go heart marketing become more and more numb, even disgusted.

Take the most typical mother's Day marketing as an example, in a variety of creative poster copy, many brand enterprises will use this phrase "mother is a beauty, the years you do not hurt her." Can imagine, the user sees the first time, will feel very surprised very moved, see the second time still very moved, see the third time still some moved, but see the fourth fifth time has begun to numb.

In fact, as a senior animal, there are "emotions and feelings of panic and sadness," a variety of mood and mood. Therefore, go heart marketing does not have to cater to the user warm, moving psychology, can completely from the audience "envy, jealousy, comparison, pride, compassion, love, greed, laziness," and so on the human nature of choosing a suitable product characteristics of the point, to carry out targeted breach.

After all, chicken soup is good, drink too much also cloying sweetness.

Walking kidney marketing: stimulating adrenaline gracefully

"Book of Rites" in the record way, "diet men and women, people's great desire to save Yan." In today's material needs have been basically satisfied with the times, the need for the emotional needs of each individual, consumers in the process of consumption of the perceptual color is increasingly strong, therefore, kidney marketing is the four kinds of marketing methods most in line with the immediate needs of the consumer's heart.

Go kidney marketing is to let marketing become very sentimental, very sexy. In other words, to accurately grasp the audience's mentality, will be emotional infiltration into marketing, know unknowingly and gracefully inspire the audience of adrenaline, such as Haagen-Dazs emotional marketing, Durex metaphor marketing, Baidu glutinous rice Girl Festival marketing.

For example, Baidu glutinous rice Girl Festival Marketing, first of all, marketing in time node Baidu chose the "3.7" instead of "3.8", so Baidu at the beginning of the choice is more youthful style, more emotional tone, rather than more traditional sense of the tune. But also to avoid the 38 women's Day marketing and promotion of the Army, but also to a certain extent to the successor to the cut.

Second, the marketing lead selected female college students, special crowd, so that marketing activities from the beginning can be a concern. This marketing makes the past more just stay in the campus level of "Girls ' Day", given the actual business effect, but also to meet the characteristics of young women's Day fashion, through a very rich topic dating way to let female students in the "cusp", so that more students participate in the topic of the radiation range has become very wide, The author of the Micro-blog search "Tsinghua University," The key words see more than 16W search results.

Again, is also the most important, Baidu glutinous rice marketing the main "take kidney", China's top two men and women of the University "mutual Covenant", can be said to hang up everyone's appetite. Not only that, pull banners, pendulum pose, etc. also do a sense of form, all of these are to attract attention, produce the topic of important elements. and the Mutual covenant is still dramatic, the response of girls at Beida let this small event to escalate into a news point news event, which is why NetEase news clients will use the headlines to report. In addition, also caused by the CCTV, including more media attention.

Although the topic effect caused a great response, then does it have real business value? I ask a friend to Baidu internal inquiries, according to a Baidu sticky rice, the head of the March 7 this year, the same day, Baidu Glutinous Rice film out of 6 times times last year, the online selection of tickets accounted for more than the total number of votes in the country more than 15%.

In the mobile internet age, marketing is to Yakou to go hand, or to go heart to go kidney, and there is no unified standard, nor is the most important. It is important to choose the most appropriate marketing model, to attract the attention of the majority of the audience, resulting in the topic of discussion, and then further form Word-of-mouth communication, and eventually converge into a strong influence, promote brand marketing and product sales.