The stigma of Word-of-mouth marketing: Durex When are you going to break it?

Network Original post: A generation of safe contraceptive measures and solutions supplier giant Durex finally came crashing down! Durex in the United States time in Monday announced that due to the long-term insolvency, resulting in the inability to repay the squeezed debt to apply for bankruptcy protection. At the same time, Durex will close the factories of India and http://www.aliyun.com/zixun/aggregation/38399.html "> Malaysia" and gradually withdraw from the contraceptive market.

Personal opinion: Durex, you are a hammer, it won't take long to break!

Do not know why, you will use this kind of bad technique to carry on the hype, not to say, hype circle of vulgar already for Word-of-mouth marketing Circle cast a layer of disgrace.

At the beginning of September, an article for "Always Miss Durex!" Durex filed for bankruptcy protection, the post appeared on the network, and the content is straightforward, the explicit explanation Durex filed for bankruptcy protection. When the Netizen sees such title, certainly does not shock: "Have a man in, why Durex will break?" "To complement each other, such a lot of ideas. But disagree, after the media attention to this information, the first time is to encourage the news out, so that more people concerned about the development of the event. The media is the beast that seeks food, and the message of Durex's bankruptcy is a feast.

I think, from the formation of this event to the development of the later stage, the whole process is obviously there is speculation. The following analysis:

First: From the point of view of the promotion, this event is the use of the method of marketing methodology (from the hype point to the news point of a concentrated group-style hype). And traces are obvious, late news points are hype people write their own news, a total of six, the distribution address is all network media, including dispatch, through the network and other network medium.

Second: This incident is to exclude the possibility of competition, because no one will think "Jessbong" engaged in Durex. And there's a reason for that. From the original post to analyze, this post is a "dig a hole to conceal" post. The original post did not attack Jessbong negative, but emphasized the application of the protection of information, but in the emphasis, it used very tactful. At this point, the writer uses the policy of protecting the client so that it can be linked to a later clarification.

In fact, the operation of this post is the same as the "ban Wanglaoji" approach, the use of the post creative "is a derogatory" way to run. So that for the back of the burial point, only Durex related staff to clarify this scene. To this end, I have to say, Durex this hype is absolutely typical of "do the son of a prostitute and arch!" ”

Third: Every network hype behind will lead a large group of people to imitate, for example, "Jia, your mother told you to go home for dinner," the incident later on the imitation of the degree that is quite amazing, even the emergence of a real estate companies, Days ~ wings and other Enterprises camera "home to eat" situation. And Durex's Breaking event--Durex's appearance is to keep up with the boss's footsteps-Coca-Cola bankruptcy. Do not know the operation of the Coca-Cola case is not a brain residue, should use such practices to add UV for their website: "Coca-Cola declared bankruptcy is rumored to be" Coca-Cola Bankruptcy "rumors," Coca-Cola official website "Traffic explosion, immediately after the Coca-Cola Chinese company denied the bankruptcy rumors. ”

Eldest brother with little brother together, really is the cow turned the sky. At the same time, it can be seen that it is the custom of the Chinese people, but also the custom in the marketing circle. But the custom is ugly.

Summary：

I hope that the broad masses of Word-of-mouth marketers do not do this stupid, counterproductive, if one day on the network are showing a "bankrupt" state, so that the vast number of consumers will cast a sincere "spit-Star."