Liu Dongming: Chen Yao Fair left the people to drive the donkey right

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Before and after the Spring Festival, net a television advertising attracted the audience: a feeling of Chen Yao driving a donkey to go to the market, endorsement of the advertising words: "NET, everything has." The whole advertisement picture is fresh, the image cartoon is lovable, the advertisement word is able concise, clear clearly. However, the donkey too rob the limelight, resulting in a lot of people have remembered the donkey, did not remember NET, even the net remembered as "catch donkey Net". So "catch donkey nets" this keyword Fire, daily search volume thousands, even once reached 20,005. Online a search, drive donkey nets really have, and exactly like net, there is the donkey, Chen Yao, but the advertising word changed to "catch donkey nets, what not?" Can completely deceive the fool.

It turned out to be the Bai, director of the 2011-year first advertising gate event. Borrow net the overwhelming advertising machine, Bai first time registered the "Catch Donkey Nets", spoof net logo and slogan, website information and page style all from Bai, will the user's attention to the people network cleverly transferred, from a large number of free flow. NET hundreds of millions of advertising investment, and finally perfected the "catch donkey Net" of the limelight, easy access to hundreds of thousands of IP traffic.

The author from the information classification of the Web site in the big market environment, a simple chat about the whole incident view.

Multi-Gold era, classified information site by "Money" pet

NET belongs to classified information network, its extravagantly bombardment TV advertising and classified information network in recent years by the wind investment hot hold special has a direct relationship. The Life Classification information website enters China from 2004, this kind of website entry threshold is not high, the pattern is easy to replicate, the content homogeneity is serious, lacks the clear profit pattern, in the twinkling of a country more than 3,000 information classification Wang, these 3,000 many similar website launches the competition, staged a "left" the king's drama. After a round of crazy shuffle, the formation of the current net, the People's Network and 58 with the city three leading, platform network, list network, easy to log the second echelon of the network to follow the competition situation.

The focus of capital on classified information market has always been rational, with the wide coverage of 3G network in China and the appearance of smartphones, the classification information based on subdivision region will be more viscous. According to the news, classified information Web site may become the Portal class Web site, search engine class site, the third fastest growing Internet area. This is evident from last year's classified information market of two major VCs: in April 2010 58 The city gained 15 million dollars in DCM and SoftBank, and in July 2010 net received a Nokia Growth partner fund and 20 million dollars in blue venture.

Want to say love you not easy, VC money should how to spend?

For most information classification sites: Money is not a problem, the problem is that there is no money. And in the big wind net and 58 with the city, no money is not a problem, the problem is how to spend money?

NET is anxious to give investors an account, determined to hit the money brand. So the market found the Spring Festival before and after the focus of stars, Lotus Queen-Chen Yao, starting from February, Chen Yao riding on the donkey's ads in the CCTV daily rolling nearly hundreds of times, at the same time through the public transport, television, subway stations take turns bombing, so that everyone immediately remember this has a clear advertising creativity and screen fresh ads. However, who also did not think of IS, net nearly billion advertising for others to do the wedding clothes! Sighted's Bai in the first time to realize that the ads inside the "cute little Donkey" is a big bright spot, registered and set up a "donkey nets" site, the site was first ranked in Google search, and thus free access to a lot of this belongs to the "net "The flow, in a short period of 10 days," Catch donkey Net "Baidu index from dozens of to fly to tens of thousands of times. For Bai skillfully borrow the nominal, net can not but say envy envy hate, at the same time have to take out more than tens of millions of of the advertising budget.

For this "market gate" event, the outcome is still difficult to see. From the network, this incident at a certain level to help push the "net" "Drive Donkey Network" "Bai" network spread, the original traditional marketing advertising has evolved into a network event, three of sites brought a large number of free online media coverage and publicity.

From the brand communication and marketing point of view, internet companies through the promotion of television advertising effect of low return on investment, even in China Central Television to invest tens of millions of of the advertising fee to get the return, rather than on the network to invest tens of thousands of yuan ads. Therefore, the author suggested that the internet companies should marketing, in addition to the traditional advertising to transform the network users, enhance brand awareness, but also on the road, through the network integrated marketing, using the network ubiquitous access to directly affect the import of 400 million network users, while grasping the core products and services to form user loyalty, Through the mouth of loyal users to expand brand influence.

This incident, if the net can effectively allocate network resources, synchronization of a full range of network propaganda and guidance, and even if the crisis response measures to start, will not put to the mouth fat, alive by Bai rob a piece. Even more do not have to give VC a confessed and racked their brains!

You hurt me but smiled and had to face the crisis PR

A 400 million yuan high cost of advertising bombing a "catch donkey Net", which makes net in distress. From "net", "Bai", "Catch Donkey Nets" Baidu Index, three of the index of the site has been greatly improved.

For Bai, the greatest happiness of life is: money is not spent, things do.

Bai only spent more than 200 yuan registration fee, registered to catch the donkey net domain name, do Baidu promotion, Google ranked first, compared to net 400 million basic can be ignored. Bai Clever borrow catch donkey net import flow, occasion promotion Bai, with hundred block money cost, conveniently lead donkey made on the effect of billions of advertising costs.

For net, the greatest pain of life is: money spent, to others do.

NET side in Baidu "Catch donkey Nets" keyword ads, while posing high posture said drive donkey nets are clouds. NET CEO Yang Hao Chung on micro-blogging, "Drive donkey Net" divided by less than 1 per thousand of the flow.

From the network crisis PR point of view, net in addition to the purchase of keyword ads, on the homepage to do this page point to the connection, the donkey nets as a cloud, and so on, perhaps more can be done. For example, "drive donkey" embarrassing affair active marketing, take the opportunity to launch netizens ridicule some; May be able to surprise, get the effect of poison.

Don't hurt me any more, a few revelations from the market gate

Market Gate event is far from over, along with the donkey net Network burst red, online also appeared to catch donkey nets, road network, Donkey Forum and so on, and as the advertising continued to drop, the current audience in the online search donkey net number is still increasing. Although these "clouds" Make net heart unhappy, but net in addition to the mouth of a strong "net is only a small fraction of the flow," but did not take effective measures. This shows that net in the early stage of the entire planning program is not expected to the great power of the network, there is no corresponding early warning mechanism. This incident tells us:

First, do marketing to be "people"-oriented. NET as an information classification website, has already had certain influence, believe that internet users will not "catch donkey net" confused as "net", but for TV advertisers, they have a clear understanding of the newspaper information classification, but for the network information classification is not much, this confusion is entirely possible. Analysis of good user behavior is the first step in marketing, perhaps in the beginning, Net's planning team has taken into account the problem, but did not take measures.

Second, marketing wins in detail. Chen Yao endorsement of the driving donkey ads from the thousands of CCTV ads jumped out, a refreshing, memorable. Bai Although the scale is no more than the market, but keen sense of smell, planning cleverly. From "Chen Yao endorsement of the donkey net hype so long, did not see the web site," "Yao Chen endorsement of that what have to drive donkey net address I do not ah" and so these Baidu know the problem, more or less can see Bai shadow exists, and net Leng unaware.

Third, website promotion and event marketing. From the domain name, spoof logo and slogan, purchase keywords, manufacturing news events, inviting celebrities to write, writing a large number of soft, large-scale posting, speculation keyword and so on, you can see that Bai's Network marketing awareness, planning and promotion capabilities far above net. Although the king of the market is aware of the seriousness of the problem, it is clear that there is no adequate crisis warning, a number of speeches are also for the people of the net made a wedding dress.

Four, learn some network marketing, with less effort. After all, we live in the network era, understand marketing is the first step, understand that network marketing is the second step, understand that integrated marketing is kingly. If this advertisement is not just put on TV ads, but TV ads, network video collective exerting force, at the same time, for the ADS users may search keywords do two-level page and SEO optimization and word-of-mouth laying, then, the cute "donkey" will not be stolen. For net, the cost of spending is not as much as it is now.

Next time do marketing promotion plan, suggest net put on the network marketing on the agenda, spokesperson Chen Yao all said, to solicit ideas from netizens is not better. This is the magic of the Internet: The money is good, but the creative, planning is certainly more ferocious; the money has not spent, things have been done, this is the highest level of internet marketing.