Six creative marketing, laying the peak of the industry

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One of creative marketing: wrestling Maotai

1915, Maotai in the Panama World Exposition, because of the rough packaging and the customer few people. A participant heart, will a bottle of wine fell on the ground, suddenly bottle broken wine overflow, mellow diffuse, attracted many people to watch, all the different languages in unison praised good wine! So Maotai's fame, businessmen snapped and then go abroad. Guizhou Moutai in 1915 in the United States, San Francisco, Panama World Expo "a Fall of fame," let the visitors to relish.

It is said that Maotai liquor exhibitors because of simple packaging, unnoticed. Chinese exhibitors hypocrisy smashed maotai bottle, suddenly overflowing the bouquet caught people's attention. Maotai not only won the gold medal, but also was named the world famous wines.

1915 Maotai because of "fall" award, not only let Maotai name Yang overseas, but also enhance the popularity of Guizhou and Chinese liquor. At the end of 2008, Maotai market share in foreign countries accounted for 6%-7% of total sales.

Creative marketing of the second: hit the fridge

1985, a user complained that the product has quality problems. Zhang ordered all 400 refrigerators in the warehouse to be checked all over again, of which 76 refrigerators have a variety of problems. In order to establish quality awareness, Zhang on the spot decided to smash the 76 unqualified refrigerators, who do who hit, Zhang led the first hit the hammer. At that time, all the people present were weeping. Zhang and deputy director Yang Yanji took the lead in deducting his one-month salary. Zhang said: "Smashing the fridge is actually smashing a kind of ignoring the quality of the wrong consciousness, that incident shook the hearts of everyone!"

Zhang's move quickly harvested results on the market. In 1988, Haier, only 4 years old, won the first Guoyou gold medal in the history of Chinese refrigerators. 1991, Haier has won the national first "ten well-known trademarks" title.

According to a later interview at the scene of the staff recall, in the last six months after smashing the refrigerator, the company's product sales increased eight times times, and laid the Haier home appliances industry overlord position.

Creative marketing of the third: drinking paint

October 8, 2000, a Ford paint company in the "Beijing Evening News" to play a banner advertisement: October 10 morning, in the Beijing Building exhibition hall in front of the "real cat really dog drinking paint" activities to prove that the company's production of non-toxic harmless paint.

As a result of the novelty of this activity, plus in recent years, "animal protection" awareness has been deeply rooted in the public, so the advertisement published, that is, in the community caused a stir.

October 10 morning, Beijing Building exhibition Hall hung up the "real cat really dog drink paint rich Asia coating safety test" banner, a cat three dogs ready, Fu Asia Company invited to the Chongwen District Notary Notary also has been in place. The booth was filled with spectators, and several angry members of the Animal Protection Association vowed to thwart the incident, as well as a number of media reporters running to "rob the News".

9 o'clock in the morning, the rich Asia company general manager Wang began to the onlookers propaganda scene order is very disorderly, onlookers more and more, see "Real cat really dog drink paint" activities will be ruined. At this time Wang put on a pair of posture, righteously announced: Taking into account the mood, decided not to let the cat and dog drink, instead of people drink paint, he personally drink.

The voice just fell, the scene immediately silent. Under the supervision of two notaries, Wang opened a bucket of paint, poured half a cup, and made some mineral water, and paused in front of him. On the gaze of the spectators peering around, Wang plump and drank a large cup. After drinking a wipe mouth, but also with a smile.

Wang This "solemn and stirring" behavior has won the great news effect. At that time, Xinhua news agency broadcast a 700-word "for the non-toxic advertising, the manager drank paint," after the media have followed, "Boss drinking paint" the bizarre news began to spread like wildfire. Not only Beijing's major media are racing to report, the media throughout the country have been reproduced.

At that time, there was a detail to illustrate the impact of the incident: Beijing television station, the top ten October economic news, "The Boss to drink paint" impressively among them, and "Sydney Olympic Games" equivalent column.

Creative marketing of the four: demolition of air-conditioning

March 5, 2001 at the Great Wall Hotel in Beijing held a "clear look at the heart, settle to buy air-conditioning" activities, on the spot, gree air-conditioning "anatomy" demo to highlight their high quality.

In front of many journalists and consumers, gree Electrical Appliances Technology Minister Zhang will be a gree air conditioning demolition pieces, and detailed introduction of air-conditioning "organs" and function, Zhang introduced, gree air-conditioning every part of the use of brand-name products, and to go through the production department, outsourcing management Department, Supply Department, Technical department and screening plant and other departments of the layer screening test, and then enter the production line. Gree says they will deal with the current price war with high quality.

But when the reporter asked whether gree will participate in the price war, Gree Management Minister Li Wei said, in fact, Gree has been in the price adjustment to 1 of the split machine, 1993 is more than 6,000 Yuan, 1995, 1996 is more than 4,000 yuan, adjusted to the present, only to sell more than 3,000 yuan. The adjustment, he says, is based on the scale effect, technological innovation and management innovation. Gree will also make price adjustments in the future, but as a responsible enterprise, Gree will never cut costs by cutting corners or sell the products that have problems. He also reminded consumers to buy air-conditioning, must recognize the air-conditioning "organs" quality, and then make a decision.

Gree through the demolition of air-conditioning, in the minds of the vast number of consumers left a profound impact, for its become well-known brands at home and abroad laid the foundation.

Creative marketing of the five: the destruction of the Big Ben

From the end of 2001 until the first half of 2002, Wuhan Wildlife park owners destroyed the Big Ben has been tossing for nearly half a year, to make the news layout and people's eyeballs. In fact, the whole incident, not so much as the Wuhan Wildlife Park meticulously concocted the destruction of the event is to protect their rights, rather is the originality of the planning.

The first is the choice of timing. At that time to see the New Year's Day, the Spring Festival, but also the golden period of the holiday economy, at this juncture, hit the Mercedes-Benz incident report everywhere pulled to the name of the zoo, undoubtedly more cost-effective than to play advertising. Second, it was the famous Mercedes that was taken for a ride in the zoo. Alongside the wealthy "Mercedes-Benz easy to constitute the news, if it is not a car worth a lot of money, you are willing to smash it, certainly no one to take a reply, and Mercedes-Benz is a foreign company, the hearts of the people always have so little national sentiment, a fan suddenly on; In addition, the whole practice planning hierarchy, Ring ring tight, climax repeatedly, first opened a press conference to scatter car news, and then the old cattle pull Mercedes parade, the last hit the manage, solemn. and the overall effect evaluation, Wuhan, Hubei so that the national media over and over, how there are tens of millions of advertising value, compared to more than 900,000 Mercedes, the Mercedes-Benz 230, if there is another collector Hui, to the world's first smashed the Big Ben bought, The cost is all taken back, while the Wuhan wildlife park famous tourists doubled.

Creative marketing of the six: pressure tank

May 13, 1992. A military tank Kui fiercely against a door of a gate. After the tank, the door was undamaged.

Facts have proved that kui insulation doors, fire doors can withstand a number of tons of heavy tank crushing and not damaged, this selling point has become the Hebei kui door industry quickly open the market, the success of the domestic door industry King's fuse. According to the introduction, by 2008, Kui sales of nearly 10 million wooden doors, serving millions of families across the country. Wang Shucheng, general manager of the company, said that the tank pressure door really kung fu, seeing for the real good marketing.