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“蹭热闹”式营销,除了热闹还能留下什么
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Topic: “蹭热闹”式营销,除了热闹还能留下什么 (Read 148 times)
Deniselly
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“蹭热闹”式营销,除了热闹还能留下什么
April 23, 2017, 06:58:12 AM
#1
3月23日,世预赛亚洲区12强赛A组第六轮,国足1比0战胜韩国队。球迷们激动的泪水还没擦干,朋友圈已被各行各业新鲜出炉的营销文案牢牢占据。在这么一个锣鼓喧天、鞭炮齐鸣的夜晚,“蹭热闹”成为各大企业刷存在感的好时机。
各大企业的文案一般分为几个流派:有事说事型,比如,“某某品牌,祝贺意大利名帅里皮先生率领中国男足创造奇迹”;文字游戏型,比如,欧蓝德的广告“勇往直前,旗开‘德胜’”,美的的“不惧严韩,实力领鲜”。进一步者,还能传递一些企业价值,比如世纪佳缘的“进一球得胜,择一人终身”,中国电信的“天下武功,唯快不破”。而如果企业名称先天具有“优势”,文案和美编则会省去不少麻烦,比如蒙牛的广告上,只有一个硕大的“牛”字。
在新媒体时代,微博、微信,秒拍、美拍都成了便捷迅即的营销平台。不过,如果从效果评估,作为核心指标的微博转评数、微信阅读量等等,真能衡量品牌营销是否成功吗?
营销的本质,简单来说就是给“消费者”一个消费理由。但这并非是混个脸熟,或者单纯地告诉消费者,能给他带来多少服务和好处。好的策划赋予了品牌存活的理由。这些存活的理由就是品牌究竟想向“消费者”表达一种什么样的思想、概念、文化、标准。而在每个理由背后,必须要有支撑这个理由的故事,否则,消费者难以接受或者记忆。
这让人不禁想到了不久前的另一场朋友圈营销盛事。苹果推出了红色外观的iPhone 7和iPhone 7 Plus,一时间,朋友圈里也一片红色的海洋。企业的文案策划纷纷“红色营销”。
但是,很快有专业人士指出,尽管中国区官网上写着“特别版”的字样,在其他地区,人们却会注意到“红苹果”的另一个标示(PRODUCT)RED。
在这里,红色不再是简单的产品外形,每一件带有“RED”标示的红色商品,40%的利润都将捐给慈善机构。“RED”品牌也不属于任何一个企业所有,参与红色计划的企业只能根据授权,进行贴牌生产、销售红色商品。苹果、摩托罗拉、Convers和阿玛尼等品牌都曾参加红色商品计划,将产品的40%到50%的利润捐赠给基金会,以帮助贫困的妇女和儿童对抗艾滋病、肺结核以及疟疾等疾病。
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