In the eyes of many people, the epidemic prevention and control period is not a good time for marketing. First of all, at this very sensitive stage, every move of an enterprise will be magnified, and a little carelessness will damage its image. Secondly, most people cut back on going out and spending, and the demand for non-essential items is also gradually declining; Finally, many enterprises begin to cut costs, and marketing expenses, as an important part of the cost, bear the brunt of cutting costs.

some people may ask: is it true that enterprises will not do marketing for a day until the epidemic is over? The answer is different.

Philip kotler mentioned in "Marketing Revolution 3.": Nowadays, consumers are paying more and more attention to the inner anxiety. In the chaotic and noisy business world, they are trying to find enterprises with a sense of mission, vision planning and values, hoping that these enterprises can meet their deep inner needs for social, economic and situation issues. Many enterprises are also looking for a balance point in communication in a special period-should they do marketing? When should I do marketing? How to do marketing? But in any case, all the choices made are for the enterprise to survive better.

Recently, we have also discussed this issue with readers and fans. First, I will give you some important ideas and talk about the advantages and disadvantages of several common methods.

panic marketing, find the right direction first

It is a very common marketing method to create and solve panic. For example, Kangshifu Sour Plum Soup first creates the panic of "eating hot pot is oily and spicy" and then uses "drinking Sour Plum Soup" to solve it. There is also a well-known advertisement for bright nails. They also create a panic of "getting onychomycosis and infecting both" first, and then use the scheme of "using bright nails immediately" to solve it.

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Although every consumer has different psychological demands, such as the elderly want to live a long and healthy life, women want to be young and beautiful, and young people are afraid of loneliness, these psychological weaknesses are often the direction of manufacturing and marketing. But during the epidemic, this seemingly clear direction often has the opposite effect.

From the time when Banlangen and vinegar were out of stock to the time when Shuanghuanglian oral liquid was plundered some time ago, more and more health care products and daily chemical enterprises began to sell medicines, health care products and hand sanitizers by using the concept of novel coronavirus ... especially the copywriting in Wechat business, as long as the names of academicians Zhong Nanshan and Li Lanjuan were hung up, many consumers would believe it. What the author needs to emphasize is that this marketing method is absolutely undesirable-it is not so much to create panic as to spread rumors and deceive the public, and the impact on enterprises and products is immeasurable. As mentioned just now, the enterprises that consumers want to look for are enterprises with a sense of mission, vision planning and values, which are essentially different from those in most Wechat business.

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The pictures are from WeChat official account @ 京京京京

About the correct way of panic marketing, Meituan, KFC and other enterprises have made correct demonstrations. The non-contact delivery we talked about some time ago is to arouse the panic of "getting sick when taking takeout" first, and then use the "non-contact" scheme to contact the panic. Only by finding the right direction can panic marketing achieve the expected results.

Public welfare marketing helps brands to establish their image

There are also many brands that establish a good corporate image through some public welfare activities. During the Spring Festival, many platforms launched public welfare projects about "Refueling in Wuhan", and news of corporate and individual donations emerged one after another. As marketers, we know that effective public welfare communication is not a simple donation, nor is it to sensationalize and touch consumers. It is to let the audience feel the brand's attention to the event and its efforts to solve the problem.

Alibaba announced the establishment of a special fund for the supply of 1 billion medical materials, directly purchasing medical materials from home and abroad and sending them to hospitals in Wuhan and Hubei. 1688 also negotiated with 58 factories to urgently resume production of medical materials.

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Huawei provides technical support for the full coverage of the 5G network of Vulcan Mountain and Raytheon Mountain, and Huawei Medical provides the requirements of remote command, remote consultation, remote surgery and data transmission.

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Didi has set up a "medical security convoy" to provide free shuttle service for medical workers in designated hospitals. At present, it has been promoted in Wuhan, Shanghai, Beijing and other places, and all the expenses are borne by Didi.

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william Bernbach, a representative of the advertising literature school and a pioneer in advocating advertising creativity, once said that public service advertisements need creativity and give them "spirit and life". The source of this kind of life comes from the real needs of those who need help. Whether it is during the epidemic period or other public welfare projects, more and more consumers have their own judgments on public welfare, and they can only get their true feelings by paying their hearts.

online celebrity marketing, reaching the target audience deeply

It has to be said that online celebrity's influence has been out of our cognitive scope-"Brother Lipstick" Li Jiaqi has captured thousands of girls in the beauty industry, and food blogger Li Ziqi has accumulated nearly 3 billion recipes, which is known as "Oriental food lifestyle". The live broadcast of Simba, a red man from Aauto Quicker, in South Korea has set a new record of live sales and become a veritable "king of goods". Compared with one-way official advertisements, their existence is easier to shorten the path between brands and audiences. Tarde, a French sociologist, once mentioned three laws of imitation in his book The Law of Imitation, namely, the law of decline rate, the law of geometric series and the law of first inside and then outside. These laws are also very similar to the internal logic of online celebrity marketing.

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Not only that, but making a purchase decision through others' evaluation and recommendation, which seems rational, is often dominated by emotions. During the epidemic, many people were forced to stay at home, which reduced the opportunities for going out for entertainment. Many people began to pass the time by watching live broadcasts and browsing social software. There is a natural affinity between fans and online celebrity. This kind of good mood not only helps consumers to make direct purchase decisions, but also helps minority products get better increments.

besides cooperating with existing online celebrity, brands can also consider incubating more professional sales "online celebrity" by themselves (in fact, many brands are already doing this). In the traditional sales path, consumers often feel very passive and unsafe. Only by changing the communication mode can this panic be completely dispelled and consumers have enough sense of security. It is also a "good prescription" to make good use of private domain traffic and achieve online promotion.

Warm marketing, establishing long-term emotional links

When we do Spring Festival marketing, it is easy to ignore the current situation of intergenerational communication. Spring Festival is a day of family reunion, but more and more young people are reluctant to go home because of misunderstanding, marriage promotion, generation gap and other problems, preferring to travel and work overtime to avoid communication with their parents. However, the sudden epidemic will keep generations who usually lack communication together to help them break the deadlock, or it will become an important breakthrough in marketing.

Among the numerous communication activities, the micro-movie called Thirty by Tencent Chess is very suitable. In the short film, Beipiao's son, who is doing a webcast, told his father that he was working in a foreign company, and the lie was inadvertently punctured, which also brought the relationship between father and son to a freezing point.

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Do enterprises still need to do marketing in an emergency?

The father wants his son to have a formal and decent job, and it is his son's self-pursuit to do live broadcast and sell lipstick. This is not so much a matter of "choosing a job" as a matter of two generations' concept and cognition. It is estimated that similar situations occur in every family. In the face of these problems, the best way is not to escape, but to face and change. In the short film, a game of 2V2 fighting the landlord is the starting point for the father and son to start communication.

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As mentioned in the film, "From generation to generation, I don't forget how to communicate, but I just don't know how to start." We may wish to consider whether our products can be used as a lubricant for intergenerational communication-for example, food brands and cookbook apps can hold such topics as cooking meals for parents, and live social apps can consider family challenges and so on.

Write at the end:

The epidemic situation is a crisis for the whole market, and it also tests the responsiveness and contingency level of enterprises. We need to find new insights and polish more timely activities in combination with the current situation. If you really can't find any breakthrough point in such an environment, you may wish to practice your internal strength and actively reserve energy for the recovery of the market.

we should always believe that marketing is not selling goods, but finding the unmet needs and meeting them. Consumers will have lasting trust in the brand and give higher returns because of marketing activities. Good marketing is not only for themselves, but also for the whole society.