The northern and central parts of China lack the habit of drinking herbal tea. As a rising star in the field of canned drinks, Wang Laoji has been entrenched in South China before 2002, belonging to regional drinks. But in recent years, with its perfect positioning, it has properly solved the problem of "getting angry" that Chinese people are generally worried about in the process of eating. It can be said that Wang Laoji has rapidly grown from the sales of 654.38 billion yuan before 2002 to a beverage brand with sales of nearly 9 billion yuan in 2007. The key is to find this unique and distinctive feature and successfully package it into a "cow" product on the market. Buff refers to something unique and different. In the market, we find our own unique and distinctive "creative virus" in products, services and ideas, and then find the early recipient of "creative virus", that is, "sneezer". Through the infection of "sneezer", "creative virus" spread rapidly and became a popular thing welcomed by consumers in the market.
As you can imagine, an enterprise that understands Niuzi strategy is very sensitive to the "creative virus" in the market in its daily communication activities. /kloc-On the evening of May, 2008, the "Dedicated Love-2008 Earthquake Relief Fundraising Party" held in the No.1 Studio of CCTV made Guangdong Jiaduobao Group famous overnight, worth over 100 million yuan. After years of development, domestic private enterprises, while accumulating wealth, gradually began to establish the corporate citizenship image of actively undertaking social responsibilities and participating in social welfare, which is also the reason why Wang Laoji enthusiastically donated 654.38 billion yuan to participate in earthquake relief. For the enterprise itself, it spread a "creative virus" in the market, which triggered the first discussion. The high degree of follow-up attention is almost equal to the "Super Girl" sponsored by Mengniu that year, and its marketing effect may greatly exceed Jiaduobao's earlier expectations.
"Wang Lao Ji, you are enough!" Donate 1 100 million, which is 500 times that of Wang Shi! In order to rectify this arrogant enterprise, buy Wang Laoji of the supermarket! Buy the last can! "After the post was sent out, it immediately spread wildly in chat rooms, forum communities, MSN, QQ and other network tools. After the spread of "sneezing", the "creative virus" of "blocking order" began to infect each other among netizens, and they all took practical actions to "block" Wang Laoji. At the same time, Wang Lao Ji began to appear in sales channels that were not covered before. It is not difficult to find that consumers who are in a fanatical state closely follow the attitude of Niuzi products, but do not accept or even actively block the opinions that are unfavorable to Niuzi products. Among consumers, even if "Wang Lao Ji is a marketer, I will drink it in the future", there is a hot situation of "donating 100 million yuan and Wang Lao Ji herbal tea sold out in Chongqing".
As far as Wang Laoji is concerned, he has just entered the annual sales season, and the previous advertising campaign has already produced a preheating effect, but most loyal consumers really started drinking heavily after entering the summer. How to follow up the increase in the herbal tea beverage market, consumers fully know Wang Laoji to attract attention, which has become a major marketing obstacle for Wang Laoji brand. Just like when I first arrived in the grassland, I suddenly felt very fresh when I saw a group of white cows in the distance. If you go straight down, you will continue to see white cows. Will you still find it interesting? But are you surprised that a purple cow suddenly appeared among the white cows? Wang Lao Ji wants to be this purple cow and gather the eyes of consumers. In this way, the amount of donations is only a matter of numbers, but it must be unique and unusual, and it is best to be unexpected. It can be said that "100 million yuan" is a perfect "creative virus" for Wang Laoji.
Nowadays, people are not only familiar with Wang Laoji, but also know Jiaduobao. Brand is more important to beverage enterprises than other industries. Compared with the activities of Coca-Cola and Pepsi-Cola in the market, Wang Laoji really needs to make a name for himself once to stabilize the reputation of the first can in China.
Wang Lao Ji is not so much a windfall as a perfect interpretation of the effectiveness of Niu Zi, but action comes first and public relations comes second. Never give people the impression of marketing for the sake of marketing, which is not worth the loss. After all, Wang Laoji should be an old saying of China people that "one good turn deserves another". Carrefour's "First Pioneer"
Carrefour was a disaster in 2008. Because the "torch relay" was involved in the whirlpool of national sentiment. When people boycotted Carrefour, they didn't realize the seriousness of the situation. After the earthquake, Carrefour was still in a state of "fire fighting" in the Tibet independence incident, and its public relations affairs were still in intense operation. Therefore, on the afternoon of May 12, as soon as the news of Wenchuan disaster came out, Carrefour immediately instructed five stores in Chengdu to donate tents, quilts and other relief items to the disaster area, and informed the French headquarters at the same time. Carrefour International Foundation immediately decided to donate 2 million yuan to the disaster-stricken areas in China.
As you can imagine, as the first international enterprise to respond, its behavior has a great influence, and China people have always been "lenient with others". Compared with the big international enterprises that were criticized on the Internet later, Carrefour's public relations trip can be described as qualified.
However, more international enterprises are troubled by the widespread dissemination of "International Iron Rooster Rankings" by netizens in donation activities, but there is no Carrefour among them. Facts have proved that in the market, only Niuzi is worthy of attention and attention. Carrefour made a decisive decision and gained the first-Mover advantage that other multinational companies could not achieve, thus avoiding being hit again in the earthquake relief donation activities. Generally speaking, when international enterprises participate in social welfare undertakings, they generally need to apply to the headquarters and get approval before they can use funds to participate. Therefore, many multinational companies did not donate too much at first, and then gradually expanded to tens of millions, which attracted criticism from domestic netizens.
The buff effect emphasizes finding a favorable "creative virus" in market behavior, spreading through "sneezers", causing heat addiction among consumers and becoming an epidemic disease in the market. Carrefour was the first to participate in the donation, and then announced in major media that Carrefour fully supported the Beijing Olympic Games and earthquake relief, avoided all topics of earthquake relief, and was pragmatic and sincere. It not only played down the negative impression of "supporting Tibet independence" in the early stage, but also established a caring international corporate image in China, which made the critics in the early stage lose the opportunity to criticize.
It can be said that Carrefour was infected with charity marketing's "first participation" creative virus, which was immediately spread by media reporters, consumers who supported Carrefour, government representatives and other early recipients. And let consumers accept that Carrefour is an international enterprise that supports social welfare in China, and let more people accept this through word of mouth from netizens on the Internet, which finally calmed down and resolved Carrefour's "exclusive" crisis. Charity marketing of Aokang Group
In 2007, Wang Zhentao, President of Aokang Group, won the "Special Contribution Award" in the 2007 China Charity Rankings for his unique charity model. On April 6th, Wang Zhentao officially launched Wang Zhentao Charity Foundation, the first non-public charitable foundation initiated by private entrepreneurs and named after individuals. The foundation has launched a brand-new charity model: if the aided students want to help a poor student after work, the fund will snowball. It is estimated that the number of aided students will exceed11year.
If there are many charitable acts to help poor students, and Wang Zhentao's donation is not the largest, then the standard of charity is not based on the amount of donations, but on how much impact this move has had on society, and whether it can drive more people to do good with its own charity. From this perspective, the "Wang Zhentao Charity Foundation" has far-reaching significance, and it is natural to win the "Special Contribution Award" in the charity list.
Another striking move of Aokang in 2007 was to become a supplier of leather products for the 2008 Beijing Olympic Games. At the same time, charity marketing of Aokang also took advantage of the situation. On May 10, Aokang Group announced that the "Dream Realization Action" to create the 2008 "Public Welfare Olympics" was officially launched by helping Olympic champions realize their personal "public welfare dreams". The dream fund dedicated to charity was established at the same time, with a total amount of about 30 million yuan. Six Olympic champions, including Ma, Li, Wang, Yang Ling and others, became the first batch of "dream ambassadors". Charity projects such as Yangling, Olympic Light, Rehabilitation Project for Cataract Children, Caring Ward, Rehabilitation Project for Children with Congenital Heart Disease, Rehabilitation Project for Retired Gymnasts, and Open Water Rescue Project have been launched one after another. It attracted reports from Sina, Sohu and other online media and 100 news media, and created social hotspots in a short time.
From the above two examples, we can find that although all the actions of Aokang are charitable, they help the poor and vulnerable groups with a love, but there is no pursuit of return. However, it is this selfless behavior that has attracted the attention of the media and society and won the recognition of the society and the public. Invisibly, it is of great help to enhance Aokang's brand awareness and reputation. This is the charm of charity marketing, which does not deliberately pursue fame, but lets the society take the initiative to pay attention. There is a saying in the industry that "advertising is not as good as news, and news is not as good as public welfare", which is the truth.
In today's utilitarian marketing, most enterprises adopt a series of marketing methods for the purpose of profit, and the public has long dismissed the naked promotion of enterprises and products. Undeniably, marketing is the ultimate goal of an enterprise, but there are many means that can be used. It is a brilliant marketing method to operate with charity as the carrier and realize the marketing objectives of enterprises, which not only gives back to the society and wins word of mouth, but also achieves good marketing results. Kill two birds with one stone, why not? Charity marketing must be a big country.