No matter from which point of view, Hengyuanxiang’s marketing communication in the traditional and conservative enterprises in 2008 and 2009 is very deviant: following the 2008 “Hengyuanxiang, Rat and Rat†TV commercials, during the Spring Festival of 2009 In the time of about 1 minute, the 12-group actor plays the 12 Zodiac, "I am a cow, a cow and a cow", "I am a tiger, tiger tiger" said it again, and was alleged by the netizens. Garley."
Aside from the consideration of other factors, Hengyuanxiang has no doubt that it has a strong sense of news, knowing how to speculate on corporate brands to attract media attention. Contrary to the good beauty that brands such as IPOD show in marketing communication, Hengyuanxiang has the vulgarity. The determination in the end.
Vulgarity is also a strategy for marketing momentum. The operation of melatonin has been accepted by many companies. From the perspective of marketing momentum, both vulgarity and elegance have their own advantages - we can't arbitrarily discriminate that the vulgar marketing effect of Hengyuanxiang and Melatonin is necessarily worse than IPOD's elegant marketing. What we consider is that no matter what kind of marketing strategy the company adopts, as long as we hope to use the news media to build momentum, then we must take into account whether the corporate marketing strategy and the media's communication characteristics are consistent, otherwise its dissemination may achieve counter-effects, even Hidden dangers for the future development of the company.
From the perspective of public opinion communication, no matter how the current media attention to the trend of vulgarization, no matter how many media like chasing sex, violence, darkness and other abnormal social phenomena, but showing social values, helping the righteous people, lashing ghosts Hey, it is always the bottom line for the existence of the media as a social instrument. This is also the eternal communication rule of news planning. Whether the marketing communication of enterprises is vulgar or elegant, if the rules of communication are reversed, the consequences will not be worth the candle.
A few years ago, in order to reflect its noble and high-end, a Linjiang mansion in Guangzhou deliberately planned a contrarian speculation event. The developer deliberately put a notice of “free riding on bicycles and motorcycles†in the external propaganda. Discriminatory propaganda clearly violates the moral consensus of the society. Therefore, the developer also expects that the media will report on this matter. Therefore, the company expects that the media will quickly raise the popularity of the property and highlight the real estate. Brand value – unfortunately, this kind of contrarian speculation is counterproductive. The media has not only failed to demonstrate its unique “prestige†value in the report, but the strong public opinion criticism has triggered public outrage. The department also issued a warning order to the company. For a time, the property was notorious, and the customers also avoided it. The sales of the property have since come to a standstill.
Using the means of news dissemination to carry out marketing campaigns is a double-edged sword for enterprises. Proper strategy can make the reputation of the company rise rapidly. After the Wenchuan earthquake, Wang Laoji’s “blocking Wang Laoji†incident not only won widespread The attention, but also quickly pulled the market's sales, becoming a typical case of news marketing. Of course, if a company reverses its social value and is motivated by malicious speculation, it may bring unpredictable losses to the company. In many cases, this damage is not manifested in a short period of time, but may be caused by the public opinion. The consumer's heart solidifies into a negative impression, which leads to the loss of the hearts of the people, and the enterprises and products are abandoned by the consumers.
The key to the enterprise's marketing campaign through news planning is that the marketing communication made by the company is in line with the media's communication trend. Taking advantage of the situation, the company's brand and products are multiplied by the media to report on the public opinion and achieve sales and sales. Jumping growth.