Angel Devil'S Invisible Marketing
about Implicit marketing The annotations have already been settled. American expert Kegati summed up six typical marketing techniques, namely, viral marketing, ordinary people. Marketing Celebrity word of mouth, induced marketing, video games Marketing And song marketing. They all have a variety of camouflages, can quietly approach consumers, consumers may not feel the commercial flavor of marketing at all.
这是本质,也是实质。
In this article, I want to draw a conclusion from this, and I want to talk about the worries behind the hidden marketing. There has been controversy about the implicit marketing all the time. In fact, this is unavoidable. Sales are throughout the history of human development. Marketing is everywhere in our life. What our marketers do is to pform life into art and turn it into a wonderful process. In life, the core points of marketing will emerge and enlarge it through our hands.
I believe that hidden marketing is just like weapons. For a just party, it is a guarantee of peace, but for evil side, it is a bargaining chip for ambition.
营销在于人。
Some days ago, it was spread from the Internet that donations were donated to one hundred million, and Wang Laoji drank the drinks. This is a typical practice of recessive marketing. Many people doubt that there are some pushing hands on the Internet. Now some marketing planners think that if they do not live forever, they will be the essential purpose of marketers. This kind of understanding of marketing as absolute is rather extreme. Of course, controversy is not necessarily a bad thing. From this point of view, Wang Laoji is successful.
Nowadays, many people miss the songs in 80s. They think they are very classic, but they sing and sing just a few. Just like marketing, there are few ways to be praised and imitated. Implicit marketing is a marketing way. In pursuit of long line, there are more and more short line tactics.
It seems to be the case now. Marketing techniques Positioning is relatively vague, like the 08 Olympic Games, many enterprises use the "edge ball" approach, taking advantage of the Olympic Games, Lining, the brilliant appearance of the torch, became the Li Ning Co's "magic pen" in the Olympic Games, as if everyone did not call this implicit marketing.
Implicit marketing It's like a double-edged sword. It's sharp and waving, but it's also dangerous. At present, the use of recessive marketing is becoming more and more popular. Some people have understood it as part of life. The marketing planners have dried up their thoughts over and over again. Some of them are full of flaws and can be seen at a glance. But in the eyes of the planners, they think that if they can get on the field, it will be a good thing to arouse concern.
Yes, we have Marketing People believe that marketing is actually innovation, and is constantly developing in dispute. Some marketers believe that marketing lies in wise men. Successful marketing practices can be achieved by a single trick. To hide the product out of the surface or metaphor, this is precisely for the sake of better promotion. The author thinks that implicit marketing is a way to achieve product sales no matter what way or means it is used to promote product sales. Here, I might as well divert my thinking and look at the problem only from the surface. In my view, there is always a slight anxiety behind the hidden marketing.
Let's talk about McDonald's first. McDonald's is the master of covert marketing. In this respect, many marketers have to learn a lot. In the city, pportation is a major event related to people's livelihood. But the public sun umbrellas that first appeared on the roadside are provided by McDonald's. red and yellow markings are striking and unusual. At the main junctions or sidewalks, they can not be said to be a moving landscape. Especially when there is rain, it is indeed very convenient. This seemingly ordinary but attentively market practice is beginning to make me uncomprehensible. Considering the cost angle, it is also a great investment. On the surface, it is not profitable at all.
At present, this form has been completely localized, and the beginning of joining the road scenery has many other colors, which means other brands. Looking back at marketing for thirty years, I feel very different now.
Another example of McDonald's is that in Wuhan, the public pport card is IC card. When it is just beginning to popularize, recharge is a very troublesome thing. The general public does not know what to do at the moment. All McDonald's storefront can provide recharge service at any time. At this time, more and more people use the prepaid card. Later, McDonald's began to prescribe the recharge time, but there were still many people who recharged it. Later, McDonald's made the time more detailed and divided into phases. In order to wait for this moment, many people still lined up. In fact, Wuhan had already had many recharge sites, supermarkets and banks, and could also provide outlets. However, people still went to McDonald's. sometimes, McDonald's also put up a "card machine fault, suspension of service". Before long, McDonald's promised.
真是信了你的邪!
The highest level of implicit marketing should be like "hurting people to invisible" in martial arts novels. Another example of domestic recessive marketing is another example. From another aspect, the hidden marketing of major shopping malls in Wuhan is still unknown. It is said that some practices have formed regulations in the industry.
举一个现象,大卖场有超市型和商场型,作为商场形式运作的,其实就是招租,以场地邀商家入驻,各大品牌店或是专卖店扎堆于此,对于在店面内和品牌店内的营业员都是各大店主招聘的,在卖场的营业工作中,统一受商场管理,这本也无可厚非,从营业员的管理上,商场是要进行统一培训的,培训的内容和考核要求与商场内有的员工一样,什么公司文化、行为准则,商场的经营理念、商场的各项规章制度、公司的服务精神、工作流程等等,作为各品牌店的店员,在销售自己产品(店面的品牌产品)之前,先要被商场进行统一洗脑,这就是有“隐性”的嫌疑,何况各品牌店的产品文化、服务理念、经营特色有的还真的不与商场相同,工资是店面发,员工是店面招,营业员在接受店面培训(有的店面本身就有详细的培训的计划)的同时,商场是大而统的先熏陶一遍 "Let's go to my sand gate and go to my pure land".
However, it is puzzling that the training of shopping malls is still two or three days, and the training fee will be paid, which is 30-50 yuan per person. The examination is not qualified, and the examination fee will be paid. The content of the examination is entirely based on the unique corporate culture of the shopping mall, and there are not many public management aspects for fire prevention and burglary, which is putting the cart before the horse.
Once qualified, a deposit of 200-400 yuan will be paid each day, and the Japanese side will refund it. This means that a few years after the entry of employees, the deposit will be pressed for several years. As long as the shop is closed and the employees are changing, the store will have training fees and deposit. In addition, the mall has its own salesperson. The amount of the deposit can not be ignored. What's more, the shopping mall also charges the risk of the storefront (the lessee) or the security deposit, which is a big head. As the saying goes, shop bully, the modern saying is called "terminal", who owns the shipping window, who is the boss, do not know how this kind of hidden way is qualitative?
责任编辑:vivi
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