On the Matthew effect in marketing from the heartily website activity

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What is the Matthew effect? believe that marketing children's shoes are basically know that the strong stronger, weaker weaker. Baidu Encyclopedia on the business Card is written, "Matthew Effect, refers to the strong stronger, weak weak phenomenon, widely used in social psychology, education, finance and science and many other fields." His name comes from a fable in the Bible New York Mattaforine: "If any, add to him that he is superfluous, and that none of them will be taken from him." "Matthew Effect" and "balanced way" contradict, and "28 rule" have similarities, is very important natural law. "It seems to be a theory again, this is not the author's style, OK, let's go to the theme of the next."

Whenever the festival arrives, the major businesses will carry out a variety of promotional activities, especially in the internet era. This year heartily is also so, we all know that people's living standards have improved, parents are willing to spend for their children, just as boys are willing to spend the same for their girlfriends. Although the author is currently in charge of the company's main work is responsible for the overall site operation and maintenance, but on June 2 we carry out activities because it is Sunday is overtime, so we are round, so I also participated in the event.

In fact, the host of the event is a local MOM network, the site in our local vertical industry is very reputable. Activities of the basic situation is: the theme of the event is Changsha children's music sinks, its host is a mother network, the co-organizer is a digital city and more than 10 businesses, including a number of businesses have electric business components. From the digital city to provide its square as a venue, the other more than 10 businesses to pay 600 yuan to the mother net activities organization fee, and provide 2o value of 50-100 yuan range of special gifts. And mother Nets mainly with its platform and Word-of-mouth out a few young just.

The author is a more observant person, in the activity found that no mother knows or want to pay attention to the information of the more than 10 merchants, in their consciousness only the host of the activity of the mother nets, mom nets to give them a bag a stingy stick they will keep good and will not be discarded. The largest number of onlookers or mother network of the big stage, the other organizers of the booth is very few people, and some even a few hours down no one or two people to see one eye. In the organizers of the booth constantly have lottery or micro-letter Shake award activities, although the host said that this prize is provided by So-and-so, but all the people present will not feel that this is a certain business to their own benefits, they only remember their gift is the mother net this activity to give. I think the organizers seem to be spending money to join the party to add popularity and provide event prizes.

Activities, the author found that a phenomenon more can verify the author of this view. The company's customer service in the acceptance of our own booth activities in the event of the prize participants add a group of news, found that there is the basic "mother Nets", she is also very depressed, so with us complained: why the day we these people toil to engage in activities, And the scene that emphasizes our brand but finally in their eyes only mother nets, and as if all things have nothing to do with us.

Although it seems that there is no direct relationship with marketing theory, but the principle is the same. This mother network in the mother and infant this vertical industry has been very successful, we can think of it as a strong person, and those more than 10 co-organizers, even if we have our own websites, are just beginning, compared to ants and elephants, we can interpret them as weak. In this activity, the weak provide their own capital and manpower input, while the strong is only a platform, but the end result is the strong harvest more attention and better word-of-mouth, and the weak is still so obscure.

We discussed here, as if you see the author is a look down on the weak people, as if passing a salted fish is always the theory of salted fish. In fact, today in the end is the author of this article most want to say, but also for everyone to spread positive energy. Although the Matthew effect does exist, it does not mean that the weak will never have any chance. Like this event, the author's team was successful in this event compared to the other organizers. First, we are prepared for the children of our company's products, go straight to the topic, and unlike other companies to take all of its products, the result is not a theme, and children are not cold, to know that such activities to deal with children is the success of 95%; Our gift to moms in our online collection is to get them to design their own software, that is, let them experience our products, not as some businesses to provide a dress as direct wear; third, our team has completed a paparazzi record of all the people involved in our booth activities. , and paparazzi at the end of the activity.

I know the effect of this by comparing my team with other teams. My colleague knew that day was also one of the members of the team, she said their side although the number of onlookers on the day is not too small, but things are sent out, but it seems that no one remembers their activities are provided by them, only remember mom nets. And we are different, because our product is personalized, is to let users use our software to make their albums or calendars and then help them to make a kind of material to them, so that they themselves in the hands, their own experience in the advantages of our products; Many people would like to squeeze the bus to our office to pick up the goods and very patiently learn how to use, although the above add group only remember mom nets, but after our communication they remember our good service, remember our products to bring them convenient, remember the 69DIY brand; And many people are willing to buy our more expensive products two times in addition to our free gifts, and claim to introduce colleagues or friends to do this.

Finally, the author concludes that the Matthew effect is inevitable in the fierce competition of marketing activities, but the weak only through a good way to operate, do not say reverse attack into the strong, but at least in the fierce competition to get their own cheese.

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