Faced with the complicated marketing market, many marketers have forgotten the most fundamental concepts. The task of marketing is to sell things, not to attract countless pairs of eyeballs to sell juggling. In the product maturity, marketing does not need to shape the brand image. No enterprise or product is the Monkey King. The more images there are, the more vague consumers will eventually get to know you. Once you can't tell who is a monster and who is a real person, don't blame consumers for not being sharp-eyed, penetrating your marketing Zen machine and throwing themselves into the arms of others.
The purpose of establishing an image is to let the audience know you and get to know you, which does not necessarily mean that the other party will definitely buy your goods. But on the contrary, the more grandstanding marketing, the more you can only wait for a specious joke. Interest and purchase still have a long way to go.
Professor Tang of the United States? Schultz put forward the theory of integrated marketing for the first time in the book 1993, which quickly triggered the change of marketing concept. Its definition of integrated marketing communication is:? Integrated marketing communication is a business strategic process, which refers to the formulation, optimization, implementation and evaluation of a coordinated, measurable and convincing brand communication plan. The audiences of these activities include consumers, customers, potential customers, internal and external audiences and other targets. ? This definition looks like a textbook, and it seems difficult to understand. Fortunately, the American Advertising Agency Association gives a simple and clear definition of integrated marketing:? Integrated marketing communication is a concept of marketing communication plan, which requires that all kinds of communication means that bring added value (such as general advertising, sales promotion and public relations) should be fully understood when making a comprehensive plan, and they should be combined to provide information with good clarity and consistency, so as to maximize the influence of communication. ? To sum up in a popular sentence, integrated marketing is actually a big pot of rice in Northeast China. It looks good and tastes delicious, but if you want to do it well, there is nothing that Zhong Zhen can't take care of the chef's stove.
If you want to find a brand that can play integrated marketing well around the world, Coca-Cola is undoubtedly the first choice. Founded in 1892, Coca-Cola Company is the largest beverage company in the world, with 48% of the global soft drink market share, and the sales volume of Coca-Cola products ranks first. In addition, Coca-Cola has dozens of beverage brands. Such a beverage giant, its marketing routine must be a complex combination boxing.
Marketing routine 1: No matter how good the brand is, no matter how good the quality is, it will always be more attractive than bad marketing.
Only the marketing that touches people emotionally is the marketing that really takes the heart. A story that can't see people's hearts is not a good concept, a good product, a good brand or a good market.
Coca-Cola has a century-old brand history, but since its establishment, the company has been promoting around emotional demands, coupled with local performance, and its global trip has been smooth sailing. So that when the word Coca-Cola is mentioned now, it is no longer a simple drink, but a great representative of American culture.
When Coca-Cola first entered the China market, it always followed a typical American style. Even at the end of the 20th century, the company headquarters realized that Coca-Cola must be integrated into China culture if it wants to occupy a dominant position in the China beverage market. So in 1997, Coca-Cola first chose to shoot a pure China advertisement in China, which was designed by China Advertising Company and invited China stars to speak for it. This advertisement is based on the traditional festivals of the Chinese nation? Spring Festival? Taking this opportunity, Coca-Cola will shoot advertisements to celebrate the Spring Festival every year in the next five years, and use China traditional culture and art, couplets, puppets, paper-cutting and other elements with strong local flavor. It only wants to express one thing: After the China Year, only drinking Coca-Cola will have a taste.
The marketing strategy of adapting to local conditions is not to bow to local culture. No matter how great a product is, it cannot be separated from the poor parents of consumers. Marketing that cannot be appreciated from the perspective of consumers will always be regarded as marketing by sellers, which has nothing to do with consumers at all, and will also become an insulator of money. The traditional elements used in Coca-Cola advertisements can not only arouse the emotional resonance of consumers, but also clearly explain the unique characteristics of its brand. And this feature is consistent all over the world. ? Give you a comfortable feeling? Coca-Cola has been emphasizing this point from the beginning, no matter which region or country. The only constant is the signboard.
Maintaining the uniqueness of the brand is the key point to ensure that marketing can sell products.
Marketing routine 2: always maintain a certain degree of exposure and keep the freshness in consumers' memory.
Even a well-known brand like Coca-Cola dare not slack off in advertising investment. Maintaining a certain exposure is not only to remind consumers of the existence of brands, but also to challenge competitors. Marketing is a competitive process. Maybe you have never slacked off. Just because your opponent works harder than you, wave after wave drowns you.
What Coca-Cola says most is to promote its own brand by sponsoring various sports activities. Since Coca-Cola returned to Chinese mainland, it has sponsored dozens of famous sports activities. Participating in every Olympic Games has become a major tradition of Coca-Cola. In the 2008 Olympic Games, Coca-Cola was also promoted as the sole beverage supplier for the Olympic Games as a top sponsor.
The cooperation between Coca-Cola and the Olympic Games has also made its brand a symbol of freedom, vitality and hard work. When the brand image is integrated with sports events, consumers will also remember the infinite extension of the brand. Mention Coca-Cola again, and the awareness will increase instantly.
Coca-Cola sponsored China football, which caused an uproar among fans and non-fans. Coca-Cola is no longer the representative of pure sports, and it is bold and unrestrained, which also means that this enterprise is beating the same heart as China fans.
When emotional marketing reaches this level, the audience's purchase of Coca-Cola even becomes an emotional sublimation, far exceeding the sensory enjoyment that a can of Coke can bring.
Marketing routine 3: No matter how big the brand is, it is necessary to lower its head in front of consumers. When you are willing to walk into the crowd, the crowd is willing to accept you with open arms.
Coca-Cola Company has always paid attention to establishing emotional communication with consumers. Times are changing, and so are its marketing methods. Coca-Cola established its own Chinese website as early as 2000 when the attraction of traditional media to young people declined greatly. It is not only the official website of an enterprise, but also the base camp of Coca-Cola integrating games, activities and entertainment. Coca-Cola also launched in cooperation with Blizzard's World of Warcraft brand? Coca-cola wants to have a good time, ice and fire storm city? Activities, hand in hand to promote their own brand ideas in the hottest games, which is a model to keep up with the trend of the times.
Coca-Cola is not only limited to entertainment, but also devoted to public welfare besides commercial advertisements. Building Hope Primary School, subsidizing poor families and setting up Coca-Cola Scholarship are more manifestations of a conscientious enterprise's social responsibility. In the era of information flooding, these seemingly stupid behaviors are the most touching.
Whether it's new media or public welfare, or advertisements that blend in with the national cultural connotation, or more strange marketing routines appear, Coca-Cola has never left its own brand connotation, which is also the reason for its enduring. Integrated marketing communication should always revolve around a main line, namely? A voice? Expand it. Impress consumers with emotional appeals, form a unique consumption concept, establish a brand image and enhance brand value. Although our ultimate goal is to sell things to consumers, the feedback after selling is the standard to measure the brand strength.
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