Three key points of success of Roche Marketing

The two days of discussion about the hammer mobile phone has been overwhelming, many East building a natural not much. I am neither hammer powder nor hammer black, not even pay attention to the appearance of the hammer phone, pricing and who to sell, single from the East building familiar with the public relations marketing perspective to talk about the Luo and Hammer mobile phone conference of the desirable place. Let me generalize what I call "Roche Marketing".

Usually, we judge a marketing event to be unsuccessful, just to see if it has evolved into a social livelihood event. It is because only by allowing ordinary people to perceive, not only in a small circle, can count as success. So the east floor yesterday deliberately through http://www.aliyun.com/zixun/aggregation/20097.html "> Baidu index to see, found that" Hammer Mobile 2014 Conference "real-time hot spot second;" Luo " In the first place in all the key words, "hammer cell phone" ranked top, and also high in the social People's list of the top. Judging from this dimension, "Roche Marketing" is no doubt successful.

Next, we analyze the "Roche marketing" how to succeed? Where are the key points of success?

In the "Roche Marketing", the role of opinion leader in marketing communication has been maximized. Luo is a real big V, with 6 million of Weibo fans, its influence is very wide, Luo originally with humorous sinister new Oriental teacher status famous, its "old Luo quotations" spread widely, even now many people will his that a "tough life need not explain" as the wisdom of QQ and micro-letter signature.

More because of its unique personality charm, not only won the pursuit of many fans, but also to make entertainment circles, science and technology circles, such as Cross-border Circle of celebrity friends, they and Luo together to become the leader of the dissemination of opinion. If one of our opinion leaders were able to wind up a typhoon, the group of opinion leaders would be together enough to blow the hurricane.

So, we can see that in this event in the process of transmission, Weibo has a lot of Big V in the Luo, and actively spread the hammer phone, which for the successful spread of events played the most important role.

Clearly, this two-day hammer-phone-related topic of hot, not a day or two days can be created. In fact, from the day the hammer phone was born, Luo began to campaign for his mobile phone marketing, frequent release of astonishing theory, but also through the micro-blog to do a variety of speculative questionnaires, which not only attracted the constant media coverage, but also to the network has always been a different voice, these voices continue to debate, So the hammer phone has been able to get a high degree of attention.

Particularly noteworthy is that in the week before the conference, Luo also used Sina Weibo's fan headlines function, through the Hammer phone marketing account every day a poster, the event's marketing campaign also played a role.

This time the discussion about the hammer cell phone is long, the participation media is many, is in the East building before other handset manufacturer's conference not to have seen. As you can see, many media and media people have repeatedly stated at the beginning of their article on the hammer phone: "We don't receive Luo's sponsorship, but I want to make a point about the hammer phone." "The result is due to the fact that there are too many" slots "on the Luo and hammer phones to allow the media to discover their own slots.

Of course, many of these are Luo intentional or unintentional active lookout to meet the media's dissemination of "demand." Generally speaking, there are several kinds of big events in the media, such as national events, which may be political tasks, and international competitions, such as the Olympic Games, the World Cup, and so on. Third, celebrity gossip scandal, such as haibo prostitutes, articles derailed and so on. and Hammer Mobile press conference are not belong to these three categories, but still in very little or no media publicity costs have been a great success in media communications, which has to admire Luo to lead the media to spread the ability.

Therefore, from the marketing point of view, Luo must have won, and will have their own marketing potential energy has been fully released, and even beyond his predecessors Zang, Lei Place. So, no matter the hammer handset finally becomes unsuccessful, as a marketing person, in the marketing industry Luo has been very successful.

Finally, let's think about what Luo is selling. We will find that, in fact, Luo and another old Luo (Lo Zhenyu) is the same logic, trafficking is also "personality charm body", that is Luo has been stressed
"Feelings". The difference is that Lo Zhenyu packs a community concept to output values, earning a membership fee, while Luo is using mobile phones as a carrier to export their values, earning is to increase the service charge. Therefore, the person who buys the hammer handset must agree with the Luo value person, but they must also understand in the heart, oneself spends 3000 yuan part is pays to the handset itself, the other part is for "the support".