Jiangping: The Subversive marketing cheats in internet marketing

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In the network marketing or soft article promotion, if we emphasize their own products good, business stick, that is not the best advertising, if you dare to admit that their products are not good, or even "from the explosion of the skeleton", that is a subversive, can produce a real sensation of the advertising film. Like, dog bites is normal, not what news, but, people bite dog is news. Below, jiangping to share some subversive marketing cases.

Once, there are hit "Boss drink Paint" incident, is a very successful marketing case, the news on the "Beijing Evening News", is also reproduced in the media site accordingly. Originally in Beijing Building exhibition in front of "real dog really dog drink paint" activities, proved that the company's production of non-toxic and harmless paint. At that time, three dogs were ready. There was a stir among the public in the advertisement. The booth is already full of spectators, many of whom are journalists who have come to "rob the News". Of course, several members of the exciting animal protection association are trying to thwart the incident. At first, Wang general manager of the company to the masses publicity: The 98 Chinese Academy of Preventive Medicine to use white mice as a Ford brand paint has done non-toxic experiments, concluded: "The actual non-toxic class." The purpose of this activity is to allow everyone to see for themselves, the so-called "hearing for the false, seeing for reality." Beijing protects the small Animal Association's people to raise the slogan "Please do not abuse and so on the small animal, the child looked like?". Asked to stop the experiment, several times forced to take away the small animals are ready to drink paint. The scene is very chaotic, the more chaotic onlookers, the more people see the "Real cat dog drinking paint" will be ruined. A tiger, Wang put on a pair of posture, righteously announced: Taking into account the mood of the masses, decided not to let the cat and dog drink, instead of people drink paint, he drank down personally. Under the supervision of two notaries, Wang opened the paint, poured half a cup, and made a little bit of mineral water, raised in front of the meal. Drank a large glass under the eyelids of the spectators. Xinhua News agency broadcast a 700-word version of the "for the non-toxic advertising, the manager drank paint." Since then, the media have followed suit, "Boss drink paint" the bizarre news like wildfire spread.

When we were doing marketing planning, need to pay great attention to "alternative thinking" mode, marketing insiders think: "The boss drink Paint" is a classic news marketing planning case, the greatest success lies in: "Soft news" do not leave traces, because the incident itself is enough to become a news theme, It subverts the traditional mode of journalism thinking.

Subversive marketing does not necessarily have to be RU or self-deprecating. In the actual process, subversive refers to the reversal of thinking, the thinking style contrary to the old logical way or order, which is a marketing model of the theory and practice of anti-tradition, emphasizing innovation, changing competition pattern, having subversive and innovative significance. Subversive, these three words, not only can be applied to marketing. Similarly, we can apply to the business model, such as: 360 launched antivirus software free, subversion of the previous model of anti-virus software charges. There are entertainment industry, such as: Sister Furong subversion of the traditional aesthetic standard of vulgar marketing, just started to attract countless saliva and abuse, but has earned a lot of eyeballs.

Good long network marketing experts said, subversive marketing is to put themselves in the position of the consumer to be slaughtered, rather than because of information asymmetry, consumers are allowed by advertisers to slaughter the situation. Consumers see the main "suicide" ads, perhaps to see the enterprise or product in good faith side, and then greatly moved, and finally the psychological defense line, thus spontaneously to more people to promote enterprise products.

So what are some of the things that disruptive marketing needs to do?

1, to ruthless system, grasp the media and consumer mentality

We want to create good news sources, let the media spontaneously spread. At this time, if the ordinary behavior or thinking mode to achieve, the media or consumers can not launch their own dissemination. Here, "ruthless" can be exposed to the skeleton, but also consumers a "right to know", malicious to do what others do not dare to do, to the vast media and the masses an unexpected surprise. "Boss Drink Paint Incident" is "ruthless", dare to do people unexpected, ordinary things, to the media and consumers an unexpected big surprise. When the boss is drinking paint, the crowd is also very excited and nervous, fully grasp the good media and consumer mentality, the media found that this is a good news theme, will certainly be the first time to release to their own news platform, the major news sites rob the news, and consumers back home and relatives and friends also said, this is a good marketing tool, Very strong.

2, stimulate the interaction of netizens, the use of stimulating words

In order to attract more people to eat Pizza Hut, Taiwan Pizza Hut did not launch a intent "eat across Pizza Hut" online marketing campaign. Obviously, it's not realistic to eat across Pizza Hut, but it's inevitable that you have a flat. This subversive marketing, on the one hand to meet the netizens in the "insatiable" psychological needs, on the other hand also stimulated everyone to visit the Pizza Hut on-site experience a competitive mentality. If: Content just said Pizza Hut how much delicious, Pizza Hut food How exquisite, these netizens are not interested. Netizens usually like to bring some stimulating words, "pour", "cross", "behind closed doors," fall "," ban "and so on, a small subversive marketing, coupled with a tempting to let the pictures, I believe those who hold the" gloomy mentality "of the netizen is absolutely will not let go of Pizza Hut, and this just in the Pizza Hut. Pizza Hut did not eat cross, but in fact make a fortune.

3, "Dig the Grave", with the help of pseudo proposition

The goal of subversive marketing is definitely not to put companies or brands in a "Dig the grave" situation, but through this subversive way, to dig a bigger market. For example, "Ban Wang Lao Ji," the post, its true intention is not to let the media prohibit the spread, the customer forbid enough to buy old Kat, but call everyone will be King Old Kat goods buy empty. This and "Eat down Pizza Hut" more blatant, because the enterprise itself is to do is to eat business, so no more people to eat, the more people come, the company earns more. Also, the recent speed of the Zhang Shule wrote a: "Grand", only four words named the article, Sheng the damn? At the end of the author's description of the "Grand Cloth of the Bureau is not a cottage to innovate Jane long chess game, and break its point, the whole life, it seems that the bloody grand if not dead now, will be better to live, Just in the whole industry habitual cottage pattern, the grand years of hard, billions of money to build a circular chain, will be difficult to cottage. ", the original, grand will not die, but will be more powerful."

Finally, Jiangping suggested: When we do marketing ideas, we must put their own knowledge of the marketing approach, will be a good marketing method aside to find new ways to explore new ideas. Subversion requires an open mind, as much as possible to imagine some often not impossible, or can make people unexpected events, usually in marketing to bring unexpected surprises. (Author: jiangping Source: Jiangping blog)