Marketing, say big, say small. It can be a stitch in a thread or a multinational group. But in essence, they are similar. Marketing is by no means difficult and low in the minds of ordinary people, and there is no mystery in the minds of ordinary people. It is just a life test and lifestyle, and it exists in a free and unstable state. Not only can you make no money, but you can also be rich and prosperous. So what? Come and have a look with me. I hope you will be satisfied. Thank you.

Gold Partner Marketing Brilliant 1, with the help of China Nutrition Society, increases the credibility and authority of products.

The author speculates that the planner of Golden Partner thinks that the promotion of vitamin products must not be as fascinating as the promotion of melatonin, so as to increase consumers' trust in the magical effect of melatonin and stimulate their thirst. In order to let consumers quickly identify with the golden partner, we first adopted the strategy of combining with China Nutrition Society, the authoritative academic institution of nutrition in China. Gold Partner is the only vitamin product recommended by China Nutrition Society, and its formula is called the most scientific formula jointly tackled by more than 7,300 experts of China Nutrition Society, which has to convince you that the product is absolutely authoritative and scientific in vitamin supplementation. Second, in cooperation with Roche, Switzerland, the world's largest vitamin giant provides raw materials for the production of gold partners to ensure the authenticity of raw materials and world-class high quality; Third, the China Nutrition Society held a seminar on micronutrients and national health in the Great Hall of the People, and authoritative academic institutions held an authoritative academic conference on nutrition, calling on Chinese consumers to attach great importance to various serious diseases caused by unreasonable dietary structure and vitamin deficiency, and to strengthen the intake of trace elements such as probiotics. Authoritative academic institutions promote the golden partner, which has never been used in melatonin communication strategy, and this method is undoubtedly more brilliant.

Golden Partner Marketing Brilliance II. Initiate sponsorship activities to expand the communication momentum.

As consumers are increasingly distrustful or even disgusted with advertisements, especially those for drugs and health products, sponsoring sports cultural activities, as a novel brand building and communication tool, has changed the one-way communication and passive acceptance of advertisements, enabled more consumers to participate in the activities, narrowed the communication distance with consumers, and is increasingly adopted by Chinese and foreign enterprises. A large number of advertisements bombarded the marketing activities of melatonin, which greatly reduced consumers' goodwill and efficacy credibility. Therefore, in the marketing promotion of gold partners, sponsorship activities are used as a means of communication. In September, 2002, Golden Partner and CCTV sponsored the most professional costume design and model TV competition in China, and named this competition "The Third CCTV Golden Partner Cup Fashion Design and Model TV Competition". Among them, the Fashion Design Competition takes "Golden Imagination" as the theme of fashion design, and openly solicits works for domestic and foreign fashion designers with China nationality and fashion design enthusiasts with a certain level. The model contest was jointly organized by CCTV and nine local TV stations in China, including Harbin Heilongjiang TV Station, Shijiazhuang Hebei TV Station, Zhengzhou Henan TV Station, Chongqing Chongqing TV Station, Hefei Anhui TV Station, Changsha Hunan TV Station, Xi Shaanxi TV Station, Nanning Guangxi TV Station and Fuzhou Fujian TV Station. The contestants sign up for the competition at the registration point designated by any division. The 3rd CCTV "Golden Partner" Cup Fashion Design and Model TV Competition will be broadcast on CCTV in 20021early October. We have reason to believe that CCTV's screen will present beautiful clothes and natural charm for the vast number of TV viewers, and bring viewers a higher level of beauty enjoyment. At the same time, the gold partner will certainly seize the hearts of consumers and have a good performance.

Genius of Golden Partner Marketing III. The naming complex that gold figures can't get rid of

Shi Yuzhu seems to have a soft spot for the word "gold" when planning health care products. Whether it is the original giant "brain gold", or the "brain platinum" obtained by stealing the concept of brain platinum, or the "golden partner" currently launched, there is no shortage of the word "gold", and they are all playing gimmicks in this pile of "gold". No matter from gold to platinum to gold, consumers should know that there is only gold.

Highlights of golden partner marketing 4. The first is the concept of health care marketing.

Conceptual marketing is a magic weapon for the marketing of medical and health products, which has long been an unwritten law in the minds of medical health care industry marketers. Naturally with a thorough skill. At the beginning, the marketing of golden partner also raised the banner of conceptual marketing like melatonin, but this time it was the brand of vitamin concept. Vitamins are not a completely new concept for China people, because many people already have some rational knowledge about vitamins. But these understandings are limited after all, and they still need the guidance of ideas, so that consumers' understanding of vitamins can't just stay at the level of knowing one thing and not knowing the other. The golden partner guides consumers through various forms such as popular science education. Shi Yuzhu knows that the market size of vitamins in China will never be smaller than the tens of billions of dollars in the American vitamin market. Although brands focusing on vitamins, such as Good Survival, Living Survival, 2 1 Jinweita and Happy Growth, have emerged in the market, Shi Yuzhu is confident that the planners of these brands are not rivals at all in concept refining and promotion skills, and there are not many truly famous vitamin brands in the market, which is probably another important reason why Shi Yuzhu finally made up his mind to play the vitamin market.

Highlights of golden partner marketing 5. Intensive bombing of high-altitude advertisements

Health care product marketing planners all advocate a creed, that is, to sell health care products, it is necessary to advertise, from dragonfly feast baby liquid to sun god, from coconut island deer turtle wine to Only One, from Hearts K to melatonin, all of which will explode consumers' pockets. Everyone in health care industry knows that there is nothing brilliant about melatonin advertisements, and some of them are even vulgar, but their uniqueness lies in that although advertisements are bombarded indiscriminately, they are not annoying. The most important trick is that they have a thorough understanding and grasp of consumers' psychology and behavior. Shi Yuzhu, who knows this well and applies advertising strategy to the extreme to create a miracle of melatonin, will naturally not give up advertising as a magic weapon to win and a marketing weapon. In the advertising creation of golden partner, rational appeal is the core, and the efficacy appeal of golden partner is closely combined with the combination of vitamins A, B, C, D and E through the naive, brilliant and naive "dear, really effective" of big-headed doll. In terms of advertising, the visible strategy at present is still to take East China as a breakthrough, and carry out intensive advertising in Jiangsu Satellite TV and Shanghai Satellite TV to increase the channels and frequency of advertising. At one time, there were melatonin advertisements in front of individual channels, followed by golden partners. It is rare to see such a phenomenon, and two of my products are advertised at the same time.

Highlights of Gold Partner Marketing 6. Soft article reports hype.

Melatonin starts the market with soft strategy. At first, it combined news reports, scientific reasoning and focus events, and put forward "Can human beings live forever?" A series of popular science soft articles, such as "a day without defecation is equivalent to smoking three packs of cigarettes" and "a woman is forty, is it flowers or tofu residue". , respectively, appeal to the harm of lack of sleep and bad intestines to human body, skillfully combine the efficacy of melatonin with soft writing, adopt a typical "grasping the heart" strategy, and realize the rapid start of the market with less capital investment and marketing expenses.