Marketing communications must go to heaven

Positioning guru Alice said: "If a small company wants to become a big company, then it must follow the rules of "big" and don't think of itself as a small company. It must focus on foreign countries, focus on the whole world, and go global. Market development; at the same time, we must do it in a small space and let ourselves focus more than our opponents." I put this idea in plain language: "Going into the heavens."

Strategic communication has a high degree, that is God

Going to heaven means firstly that the company has a high level of vision and a long-term vision in terms of strategic layout and brand development, and should focus on the whole country, the whole industry, and the entire product category.

China’s market is so big that many entrepreneurs describe the feeling of success. When market sales suddenly show an outbreak of growth, it’s hard to believe that “accidentally” becomes bigger. To be a market in China, we must have a bold and courageous vision and vision from the very beginning. We must look at ourselves and take a step forward. It is not a long journey or a disorientation.

God also said that doing things at the same time but also potential. To integrate high-end resources, dance with the government, co-prosperity with the industry, and mutual development with the regional economy. At the height of the industry or even the industry, we must do the industry, speak loudly with the industry, expand the category, lead the industry, and assume social responsibility. None of the major market categories is a single company that excels.

In December 2011, China exported the “First Shrimp” Zhanjiang Guolian Aquatic Products to hold a new product strategy conference under the theme of “World Standard Good Shrimp Longba” with the opportunity of the 16th China International Fisheries Expo held in Qingdao, Shandong Province. It also issued a declaration of integrity to the Chinese industry to allow the Chinese people to eat assured shrimp, and took the lead in the industry to ensure product quality and traceability.

God also refers to strategic high-end media and industry-authoritative media. In terms of media placement, it is not limited to immediate market sales. It is necessary to timely hold high and fight to occupy the commanding heights of the industry and consumers' minds, and establish a brand and channel influence in the entire industry. In the field of marketing, only cognition, no truth, who stand, who is the boss! The world is flat, who rises, who is the sun! Take a look at Yake V9, Wujiang mustard, and later Zhongjing Mushroom Sauce. They have taken the lead in the industry in terms of their status and influence, and have a lot to do with their pioneering use of CCTV and New Food.

Tactical communication must be pragmatic, that is, into the ground

Entering the land means that once the great cause of the brand is established, tactical communication must be pursued while strategic communication is in progress. Spreading ground, channels and terminals landing, sales landing. Not landing is not pragmatic, not landing does not take root.

To enter the ground, we must first focus on tactics, be stronger within the region, and establish a strategic base.

Marketing is war. "Concentrating superior forces, first breaking through at the point" is the simplest and most practical principle of winning. The more relatively small enterprises, the more they must focus on tactics, focus on resources, focus on relatively small regional markets, form absolute superior competitiveness, guarantee victory, and cultivate strategic grain-producing areas.

Many companies prefer to plant seeds all over the place. The product lines and market fronts are very long. They think that the East is not bright and the West is bright. As a result, there are no advantages anywhere, and where are all gray faces. Focus on breakthroughs in key markets for key products and increase your chances of winning.

It is also required to enter the ground to carry out the contents of high-altitude communications and implement them.

Observe the trajectory of consumers' lives, carry out “surveillance and interception” of target groups, and implement the content of high-altitude communication into the lives of consumers. Lipton launched a "fun afternoon tea" campaign for office white-collar workers. Not only free tea, but also produced a lot of funny videos, so that the dull and bored office instantly rejuvenated; Mengniu in the "build China milk capital" → Sponsorship Spring Gala → God 5 bundled → Cooperative Super Girls" and a series of super marketing communication, after the big Spreading to whereabouts, Mengniu’s hyperterminal was built, and in cooperation with Fook Lai, “Terminal image integration and promotion” was carried out. The strategic communication content was visualized in the terminal and transformed into sales promotion force.

Land entry also requires extensive establishment of consumer touch points to mobilize consumers' “five sensations” and deeper experience.

Although it cannot be said that tasty foods must be sold well, the best-selling foods are certainly delicious. As long as the food is delicious, the characteristics of repeated purchases and mouth-to-mouth communication will appear and be enlarged. Without advertising or with only a few advertisements, the market can be quickly started up and expanded. Therefore, it is necessary to establish a wide range of contact points with consumers and to find ways for consumers to come into contact with the product. Using the “five senses” of the product's color, fragrance, taste, type, and device, consumers can experience the product themselves.

Deqingyuan Eggs, Laoganmian Hot Sauce, Zhongjing Mushroom Sauce, Xinzheng Ao Xing Zao Pian, etc., none of them rely on big input advertising to bring out the market. Trial eating experience, terminal promotion, entering the community, engaging in lectures, and engaging in group purchases are all good ways to allow consumers to open their pockets and use their pockets.

The entry also requires that the conventional ground promotion activities (such as terminal packaging, promotion, tasting, etc.) be used unconventionally, ie, strategic, standardized, sustainable, and large-scale, and conventional methods will achieve unconventional results. .

After the launch of the Southern Black Sesame "Love Cup", the company launched a one-month pre-tasting purchase activity on more than 2,000 university campuses across the country. The event focused on continuing large-scale activities and a cup of "Love Cup" to convey the friendship of university students. Love affair, South Black sesame paste quickly sold on the university campus.

In 2010, Master Kong launched the largest promotion campaign in China's history - a gift of 1.5 billion bottles - "A bottle of another bottle." Many people could not understand Master's promotion. In fact, this time carefully planned the strict implementation of the organization. The typical conventional means of unconventional "four modernizations" use large-scale strategic activities. This event suppressed competitors, resolved the crisis of new products, refocused the eyes and confidence of consumers, and restored the market structure to its original state.