Only recently, after picking up the habit of reading again, did I have a chance to have a spiritual collision and an exchange of inspiration with this book. Let's start with the author, Ye Maozhong; When my wife bought this book, she also searched for it based on her vague impression of the name. The author has many good marketing cases in the industry. I didn't know there was such a person until the book was in place. I was not impressed when I first met him. I think it's too much.
The second time I saw the author was at this year's World Cup. I, a fake fans, watch the World Cup while playing with my mobile phone. There are advertisements for hornet's nest and Zhihu in the middle of the World Cup. I believe that friends who have seen the World Cup should still be impressed. Zhihu's spokesman is Liu Haoran. Before chasing Hunan Satellite TV's Real Man, he still liked this star who was younger than me. In the advertising video, Liu Haoran's penetration rate is really 6. "You know what? Do you really know? Are you really sure you know? Go to Zhihu, ask Zhihu, answer Zhihu, see Zhihu, search Zhihu, brush Zhihu ... If you have any questions, go to Zhihu "; The spokesmen of The Hornet's Nest are Huang Xuan and Huang Xie in The Legend of Mi Yue, Lin Kai who is brave and unyielding in Extraordinary Mission, and Guo Xinnian who pursues his dreams in the recently hit TV series The Age of Entrepreneurship. Needless to say, you already know that I like him very much The conversation between Huang Xuan and Tang Priest conveyed to you the idea of "beating a hornet's nest before traveling". (Advertising video: Ye Maozhong World Cup hornet's nest, Zhihu advertisement)
In the same period, I saw many articles commenting on Ye Maozhong's "Jiang Lang is exhausted" and "vulgar", only to know that the advertising videos of Zhihu and Ma Honeycomb were manipulated by Master Ye; Now, I can't remember the wonderful goals and moments of the World Cup, but I am deeply impressed by the advertisements of Zhihu and Mawei.
Take the advertisement of the World Cup as an example. Ye Maozhong's marketing keywords are all in it:
The content of advertising words is repetitive, and it is repeated between World Cup matches. Say the important things three times-the key word "repetition";
CCTV, the World Cup, the stars strive to turn themselves into "pigs" in the limelight-the key word "follow the trend";
Advertising words are simple and easy to understand. In those days, when Bai Letian wrote a poem, he had to read it to the old woman first, and then revise it until the old woman understood it-the key word "vulgarity", the mainstream values.
There is also a case around us. Jiang was founded in 20 1 1, which brought the white wine that middle-aged and elderly people often drink into the lives of 80/90 young people. From then on, young people's parties were not just beer, red wine, foreign wine and drinks. As a product, liquor has a history of thousands of years, and its brewing method and taste are well known. Founder Jiang created a young and warm brand with innovative marketing methods. "I am Jiang, and my life is very simple"; Invite animation companies to cooperate in developing cartoons based on ginger, name motorcycle races, hold rock parties, carry out online and offline interactive national activities, and constantly increase young themes.
..... Don't you want to buy these and try them on?
This is innovation around products. In the book, "product" is also one of the key words, and creating screaming and attractive products is the core. There are two kinds of product innovation, one is the innovation of product strength, the car was invented in the era of carriage shuttle, and the mobile phone was created in the legendary era of flying pigeons; The other is the innovation of product concepts, such as Jiang's and Haier's oxygen bar air conditioners. The essence of the product has not changed, giving it more meaning.
The development of marketing develops with the development of business. In ancient times, there was a saying that "the fragrance of wine is not afraid of the depth of the alley", and the core of marketing lies in focusing on products. As long as the product is ready, everything will be fine; Later, "the wine is also afraid of the deep alley." If you want more consumers to use your products, you must do all-round marketing; Later, "the fragrance of wine is not afraid of the depth of the alley", and the homogenization of products became more and more serious. Whether more people know about your products and whether your products can bring more experience and value to consumers requires marketing. Come to think of it, marketing is not that complicated. The first survey: understanding products, markets and consumers; The second case: export products, services and other content; Third, spread, spread, spread, and then cycle.
Ye Maozhong 16 keywords run through it, the first is investigation (insight, conflict, appeal), the second is success (willingness, repetition, persuasion, product, price, vulgarity, fragmentation, asymmetry), the third is making enemies, taking advantage of the trend, trial and error), and at the same time, we must have a marketing attitude (games, entertainment). Any product or company can use this idea to develop.