"Louis Vuitton: Louis Vuitton, referred to as LV, was founded in 1854 and is famous for its exquisite and gorgeous travel bags. Its products include leather goods, suitcases, travel goods, men's and women's clothes, pens, watches and so on. /kloc-for more than 50 years, Louis Vuitton's exquisite, quality and comfortable "travel philosophy" has been widely respected and loved by celebrities all over the world. In 2004, LV held a new product launch conference in Hong Kong. Model Zhang Ziyi's costume is worth 760,000 US dollars, about 6 million yuan. In Chinese mainland Shopping Mall, the price of a luggage case is over RMB 65,438+08,000. If you buy an ordinary suitcase, you can buy 200. If you buy rice, you can buy eight tons.
"Montblanc: Montblanc, also translated as Montblanc and Montblanc, is synonymous with classic writing tools, and is also called Germany's 3M with Mercedes-Benz and Mark. Products include expensive watches, high-grade leather goods, men's fashion accessories and so on. Users include celebrities such as Queen Elizabeth, President Kennedy, Pope and great writer Hemingway. The company has a royal diamond ink pen, with a broken diamond of 48 10, and the price is about 1.2 million yuan. Ordinary ballpoint pens cost more than 2300 yuan. You can buy 4000 for ordinary ballpoint pens and 3000 for bread. "
The above two paragraphs are not from corporate publicity materials, nor from commercial websites and advertisements, but from the novel Cherry in Eden. There are many similar words in the book, including more than 20 world-famous brands such as Louis Vuitton, Montblanc, Bentley, Dior, Rolex, Cartier and Armani. It is said that this book sells well, so you can imagine the wide publicity of this novel.
The above is a kind of literary marketing.
To understand literature marketing, we must first know what literature is.
Literature: the art of creating images that reflect social life and express the author's thoughts and feelings by means of language. Originated from human productive labor. The earliest written documents are China's The Book of Songs, Indian Ramayana and ancient Greek Ilion Ji. Modern literature is usually divided into four categories: poetry, novel, prose and drama, and some have added film and television literature on this basis.
Literary marketing is to convey information such as enterprise ideas and products to consumers in the form of literature, establish good associations among consumers, make consumers enter the "thinking circle" set by enterprises, and make consumers obtain spiritual harmony and value recognition when consuming. It is a branch of enterprise marketing and a higher level of marketing.
Characteristics of literature marketing:
1, literary marketing is essentially advertising. Different from hard advertising, it pursues a kind of communication effect of spring breeze, moistens things quietly and delivers richer content at the same time. In addition to promoting enterprise products and services, we can also promote enterprise ideas, enterprise culture, enterprise personnel, enterprise management methods and so on. Because it is not limited by space, it can be more detailed in expression.
2. Literature marketing is diverse and innovative. Generally speaking, it can be poetry, prose, novel, drama, film and television; From a small point of view, it can be news, information, interviews, professional papers, third-party comments, special discussions, movies, television and so on.
3. The key requirement of literature marketing is to clarify the concept appeal, at the same time arouse consumers' interest in reading, produce good associations and attract consumers' consumption choices.
4. Literary marketing pays attention to "sneaking into the night with the wind, moistening things silently", so that consumers can accept the concept of enterprises in ignorance.
5. Literature marketing mainly pursues future income, which lies in strengthening customer loyalty and cultivating potential customers.
6. The literature marketing cost is low.
Why literature marketing?
First, the cognitive blind spots that cannot be ignored in marketing-active cognition and passive cognition
Cognitive theory divides human cognition into several processes, such as selective acceptance, monitoring, adjustment, retelling and reconstruction. In this information processing process, the first thing is to selectively receive and pay attention to the most important information in the stimulus sequence. In short, it is to pay attention to information that can arouse our interest or novelty. For example, we may turn a blind eye to an ordinary stranger walking in front, but if the stranger walking in front is very distinctive (more than 2 meters tall, fair-skinned, dressed in ancient costumes, etc.). ), we will probably pay more attention to him, even remember some of his characteristics and even share them with our friends. We may even write an article to record it.
I did an experiment and sent the same article to several friends from different industries and occupations, so that they could talk about their views after reading it. As a result, they all talked about different points. Later, I sent my friend's opinion to another friend, and he actually said that he didn't seem to see it.
As can be seen from the results of this experiment, we usually choose the information we are interested in to pay attention to, while for some uninterested information, we sometimes choose unconscious shielding.
Psychologically, cognition is divided into active cognition and passive cognition, and some of them should have had such an experience. In school, the most difficult thing to recite is English words and mathematical formulas. It takes a lot of effort to remember them over and over again. It's hard to remember because it's not what we want to recite voluntarily, but what the teacher asks. For one reason or another, we will force ourselves to recite these things that we didn't want to recite originally. This is passive cognition.
So what is active cognition like? I remember when we were in junior high school, everyone liked to learn to sing pop songs. Communication conditions were not very good at that time. Unlike now, there is no internet, so you can search and listen to any song you want to learn online at any time. The economic conditions are not very good, unlike now, you can buy CDs and tapes at any time. At that time, the main way for us to learn was TV. A TV series broadcast two episodes in one night. Usually the first two episodes end tonight. The theme song at the beginning and the episode at the end of this TV series will be circulated in the class tomorrow.
It is precisely because of this difference between active cognition and passive cognition that we should consider how to arouse consumers' interest in active cognition in modern enterprise propaganda.
Let's make a concrete analysis through a case:
Case: Spring Airlines one yuan ticket
Event replay: From October 30th, 2006 to February 30th, 2006, Spring Airlines launched 1 yuan ticket for the first time on the Shanghai-Jinan-Shanghai route, accounting for about one tenth of the total ticket volume, with more than 400 tickets, including 1 yuan ticket. Jinan Municipal Price Bureau issued an administrative penalty notice of 15000 yuan to Spring Airlines on February 4.
Event analysis: Let's take a look at the background of Spring Airlines: Spring Airlines Co., Ltd. is the first privately-owned low-cost airline (low-cost airline) in China. It was established on May 26th, 2004 and set sail on July 6th, 2005 18. It is the only airline in China that doesn't participate in China Civil Aviation Online Sales System (CRS) and doesn't sell through domestic air association.
Most of the air tickets we buy are purchased through the civil aviation network sales system, not through the air ticket agent. So how can the public know that such a newly established airline has not entered the China civil aviation online sales system?
With this background, let's take a look at the result of this event:
1. According to the statistics of relevant institutions, after this incident, the brand awareness and recognition of Spring Airlines increased by 45.9%.
2, fined 654.38+0.5 million.
In other words, 1.5 million yuan has brought 45.9% brand awareness, and such publicity can definitely be classified into the category of low cost and high income.
Let's watch it again:
Here, Spring Airlines didn't say to consumers: "We have low fares, come and take our plane!"
He just made a topic that can attract your attention. At that time, this matter aroused widespread concern and discussion from all walks of life. "One dollar ticket" has 139000 results in Baidu search and 48 1000 results in Google search.
However, it clearly conveyed his low fare position to the public. The fare of one yuan is of course very low. Achieved his goal of public cognition.
Second, why do consumers pay the bill-the principle of familiarity.
There is a "familiarity principle" in psychology. Simply put, the more you know, the more intimate you feel. Suppose we buy something that has never been used, the same product, a brand that you don't know much about, and a brand that you often hear about, which one would you choose to buy? It must be the latter.
Suppose we buy one thing, the same product, a brand you often hear about, and another brand whose operating company, brand story, founder, or other things you know, which one would you choose to buy? It must be the latter.
Of course, the product quality assumed here is all qualified.
We need to spread these stories of your enterprise, these factors that can make consumers pay the bill, in an appropriate way, so that as many people as possible have the opportunity to see them and are willing to see them.
Third, we have become numb to hard advertisements.
The original function of advertising is to tell the public something. However, with the development of productivity, people have begun to realize the magic of advertising. Enterprises compete fiercely for more attention in a limited time. In order to earn more profits, there are more and more advertisements in various media, which is followed by a decline in people's attention to hard advertisements on TV and newspapers, and the actual effect of advertisements is obviously reduced. Too much advertising stimulation makes us dazzled and confused, from adaptation to numbness, from boredom to rebellion.
Traditional advertising is ineffective, so we need to find a new way.
The above answers are taken from/s/blog _ 4c36ed780100eei.html ~ type = V5 _ one&; label = rela _ prevarticle