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How companies build momentum

How to "select materials" before building momentum

Find out what you need before building momentum The subject matter is crucial. Finding the subject matter means "selecting materials". This is the core of the campaign work, just like wrapping corn on the cob. All activities related to publicity and campaigning, that is, wrapping the kernel, must be based on the corn cob. Based on and surrounding them, except for "random" emergencies, these themes are generally selected by enterprises after research and analysis.

1. Create your own "material"

Look internally, tap potential, and create news that is beneficial to the company. This kind of "creation" does not have a certain model or principle to follow. It mainly relies on The operator has extensive knowledge, rich imagination, and keen market sense to capture sudden inspiration. For example, Rongsheng refrigerators were stationed in the Great Hall of the People and the United Nations. On the day of Hong Kong's return, Kelon Group presented the Nine Dragon Cauldron to the Hong Kong Hall. Another example is "price reduction", which is an eternal theme for Changhong, Suning, Gome and other companies to build momentum. Every time it attracts A media frenzy.

2. Keep abreast of news events

Be good at analyzing and observing various news events happening around you, pay attention to find out the integration points with enterprises and products, and use them to Business opportunities serve businesses. For example, the peace talks between North and South Korea, the historical footage of Kim Dae Jung and Kim Jong Il clinking glasses, and the "Bondi" Band-Aid simply used the sentence "There is no wound that cannot be healed" to coincide with the news. Another example is Shenyang Feilong's rush to register the "Viagra" trademark, which was like detonating an atomic bomb. The media quickly followed suit and frantically speculated on it. It only cost more than 10,000 yuan in registration fees, but the related reports it triggered were worth hundreds of millions when converted into advertising prices according to statistics. Yuan. At that time, the assets of the "Viagra" trademark were valued at nearly 800 million yuan.

3. Don’t forget about public welfare.

Invest a certain amount of time and money to engage in some public welfare activities to improve the brand’s image among the public. For example, Kelon Company vigorously carries out poverty alleviation activities in impoverished mountainous areas in Jiangxi and sponsors the Asian Games and Olympic Games.

Practical Weapons for Building Moment

Advertising

Advertising is not a panacea. It is impossible to make your products sell well without advertising. This dialectical advertising The principle of placement tells us that advertising placement is not necessarily directly proportional to sales growth. Generally speaking, when companies advertise, they will find selling points from their own products or in combination with the external environment, that is, to find out the main direction of publicity. Generally speaking, there are the following categories:

1. Functional selling points. That is to say, what can it be used for, what kind of functions it has, and what kind of problems or difficulties it can solve. Such as detoxification, easy-to-use detoxification and beauty capsules, Haier's "007 instant cut" function refrigerator, calcium supplement series, etc.

2. Technical selling points. "Like the new and dislike the old" is the preference of consumers. In publicity, the appeal of using new technologies should be highlighted, and the concept that new technologies can bring higher levels of fashion and enjoyment should be conveyed to consumers, such as China Unicom's CDMA network, Changhong The fourth generation rear projection color TV, etc.

3. Conceptual selling point. Generally, it is necessary to create a high-tech product or a new feeling and new environment for consumers. For example, from digital color TVs, healthy air conditioners, ventilation air conditioners, negative ion air conditioners to nanotechnology, they all use conceptual appeals.

4. Public welfare selling point. Organically combine enterprises and their products with public welfare activities, and take a "free ride" to promote themselves. For example, "Every time you drink a bottle of Nongfu Spring, you can donate one penny to XX." Nongfu Spring has made two versions, from the Olympic bid theme to the public service advertisement of the Sunshine Project, which is obviously different from the star strategy of similar products. , creating a good brand image and social image that cares about education and loves sports.

Press Conference

Convening a press conference is not only more grand and of higher standard, but more importantly, reporters can discuss issues of interest to them and their own opinions at the conference. I believe that conducting interviews from the best angle can also promote closer and tacit understanding between the two parties. The reasons for corporate press conferences generally include the following: new product development, changes in corporate operating policies, changes in corporate heads or senior managers, launch of new factories or expansion of old factories, corporate mergers, and anniversaries of corporate founding. , the company's product awards, the occurrence of major liability accidents related to the company, etc.

The press conference should be held at an appropriate date and location to avoid conflict with some major social events and anniversaries. Journalists are very busy at work, so they should be notified in writing about 10 days before the press conference, so that reporters can adjust their working hours, and do not make the invited reporters unable to get away due to busy official duties, which will affect the quality of the press conference. Effect. It is generally better to hold a press conference at 10 a.m. or 3 p.m., which will make it easier for reporters to attend.

Each press conference should provide a press release and background introduction so that reporters can dig out news events and expand the scope of coverage beyond the issues involved in the conference. Press releases are generally written in advance by the company's publicity department or senior reporters from the media are invited to interview and help the company complete it before release.

Background materials should generally include the following:

1. Key points of the news time involved in the press conference;

2. Brief history of enterprise development;

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3. Technical manual - if the purpose of the conference is to promote a new product or machine;

4. Personal introduction and photo of the spokesperson;

5 , and others such as communication cards, business cards, etc. for reporters and editors to contact in the future.

When publishing, it is best to send these materials to participating reporters in advance, which means that they will be able to get them when they come to sign in, so they can easily understand the situation.

For large companies that have long-term cooperative relationships with many media, they can generally handle press conferences themselves. However, for some small and medium-sized enterprises that lack close contact with the media, they need to rely on media public relations agencies. to host a press conference. According to the different publishing requirements of enterprises, media public relations agencies divide them into several types (this classification is excerpted from the business profile of a media public relations agency, and the content is for reference only):

Economic type: invitation 10- The 15 news units do not engage in special ceremonies, but only for the purpose of publishing newspapers.

Ordinary type: Invite 15-30 news units, three-star or above meeting location, invite leaders and relevant customers to attend.

Sensational type: Invite more than 50 news organizations. TV, radio, newspapers, and INTERNET are released simultaneously. Print special promotional materials, distribute special gifts, gifts, banquets for journalists, relevant leaders, customers, etc. The location is selected in a four-star or above hotel.

New product promotion meeting

Choose a location at the entrance of a large shopping mall, a specialty store or a shopping center. Choose a time when the flow of people is relatively concentrated, such as Sundays or holidays, and set up a stage or booth. The structure should be It is easy to disassemble and assemble, and should be arranged the day before the event. In order to make the atmosphere of the venue more lively, local entertainers should also be invited to participate and perform on the spot to enliven the venue and attract popularity. In addition to introducing how good your products are, don’t forget to ask a few relatively simple questions about the products for the audience to answer. Of course, those who answer correctly will be given some material rewards, preferably the company’s products or promotional materials. If we can hire a CEO-level manager of the company, we can hold a signature sale event, which will make the scene even more lively. Of course, consumers don’t go there just for the signatures, but for the discounts they can get with their signatures.

Health consultation meetings

Holding various health consultation meetings related to the functions of one's own products has almost become a "reserved program" in the marketing of pharmaceutical and health product companies, and is held in parks and squares. , residential areas, hospitals, drug retail stores and other places, you can often see experts or doctors holding banners, setting up tables, wearing white coats and stethoscopes, using various unknown testing instruments to treat various patients. Doing health consultations, but what’s more interesting is that after some doctors diagnose many patients, they often come up with several causes that are within the treatment and efficacy range of recommended drugs and health care products. Of course, the best treatment The way is to use their products. It is true that the intention of promoting such "skills" will be clearly seen by consumers who are not too stupid, and those who think they are smart are actually stupid. Of course, we should also see that this kind of publicity and momentum building method is still very effective in penetrating consumers. We use the public relations planning case (part) of "Huiren Group" to analyze its mystery.

Large-scale public relations event "Huiren Black-bone Chicken Women's 'Menstruation, Blood and Qi' Comprehensive Health Care TCM On-site Consultation Meeting".

Plan: Hold one thousand on-site consultation meetings in ten major sales cities*** in the province.

Personnel: The Traditional Chinese Medicine Association organizes senior traditional Chinese medicine practitioners from all over the country to carry out consultation activities.

Content: Health issues related to women’s “menstruation, blood, and qi” and introduction and recommendation of Huiren black-bone chicken. And conduct on-site product sales at consultation meetings.

Activity feasibility analysis:

a. Such a large-scale women's health consultation meeting has never been seen in history, and it has a strong news and sensational effect.

b. The consultation meeting is of the nature of a public welfare activity, which facilitates media hype and is conducive to establishing a brand image.

c. Traditional Chinese medicine consultation is authoritative and credible and will receive widespread attention and participation from women.

d. It is estimated that 70,000 to 80,000 people will directly participate in this event. Face-to-face, one-on-one, in-depth, detailed and authoritative advertising can be carried out for this group of people. The number of people indirectly affected is more difficult to count.

e. On-site sales of products are expected to be 30,000 to 50,000 boxes, which can cultivate a considerable number of first-time users, and a considerable number of them will become loyal users.

f. Fill out a form to register the inquirer, including name, address, age, phone number, etc., and accumulate a large amount of end customer information for future targeted market surveys and return visits.

g. It provides excellent room for advertising and soft news hype, and can design a series of advertisements and reports.

Using this activity, it is expected that tens of thousands of people will directly participate. Through the health consultation meeting and the accompanying advertising and news hype, the product will become a household name in the province and further enhance the Product visibility and reputation.

Use various exhibitions to promote and build momentum

According to statistics, there are as many as 300 national and local exhibitions (expos) every year to activate the market, such as Canton Fair, Food and Drinks Fair, Trade Fair and other exhibitions. Although there is an endless stream of participants at the exhibition, not every exhibitor can obtain satisfactory results at these exhibitions that create unlimited business opportunities.

Judging from the previous National Sugar and Wine Fairs, powerful manufacturers at home and abroad are competing to spend money on advertising and public relations for dealers. They take advantage of the gathering of merchants at the National Food and Wine Fair to promote their products to dealers. Show the strength of the company and build the relationship between the company and the merchants. For example, the manufacturer's promotional materials, such as inflatable arches, large product models, balloons, colorful flags, banners, product posters, product Brochures, leaflets, giant hot air balloons, etc., of course, did not forget to warmly entertain dealers from all over the world on the wine table. The more careful manufacturers will also send an employee of their own company to the wine table as a "wine" "Commander" "communicated carefully" with the merchants during the exchange of cups, because a lot of business was negotiated at the wine table. After the order meeting, heroes from all walks of life were organized to visit nearby tourist attractions. When parting, Some company products should also be presented as souvenirs.

Seminars

Using the name of seminars to promote business advertising, interpreting seminars as a method of building momentum is the latest popular trend in corporate momentum building. Sponsored by the enterprise, industry experts and media reporters are invited to participate. The seminar topics are generally related to the enterprise's new technologies and new products. In addition to expounding on the latest developments of the enterprise and industry, the main purpose of the seminar is for enterprises to take this opportunity to express their views to the media and the industry. Experts and media reporters who participate in the meeting must be treated warmly. Of course, they should also visit the reporters after the meeting to ask if any articles about the company have been published.

Soft articles

Direct advertisements are too hard and there are too many in the media, which makes consumers more and more disgusted. In contrast, soft articles have the best "effect" and are "casual". "Newspapers and periodicals sneak into the hearts of consumers, "moisten" them invisibly, and make consumers "believe it as truth" without knowing it. Why has melatonin become so popular in China, stealing billions from consumers' pockets like a tornado? If we want to reward based on merit, "soft articles" should give priority to merit.

Suing

Litigation, in the theory and practice of modern marketing campaigns, is no longer just a way to solve problems between conflicting parties in the original sense, but has been given a new meaning by enterprises. Its function and mission is to build momentum.

We often see this phenomenon. The conflicting party has made nonsense in the media. We want to sue him. Their behavior has damaged the ×× rights of our company and caused us such irreparable losses. , or that we reserve the right to file a lawsuit and will never settle it. However, when the reporter went to interview the other party, the other party claimed that it had never received the relevant legal documents. This move was called "bluffing" to tease the reporter. However, the relevant press release had already been sent out by "anxious" reporters. Even if the conflicting parties really want to fight to the death and refuse to give up, it will provide an excellent subject for the media. As the litigation process goes through ups and downs, the media will not hesitate to exaggerate the two sides. At this time, companies must learn to learn Use the "enthusiasm" of the media to your own advantage, constantly create and dig out news and relevant tidbits, so that reporters have "material" to expose, because this is a good opportunity to get good pages without spending money.

Practical tactics of building momentum

Publicity and momentum start with recruitment advertisements

Have you ever seen a company that recruited 5,000 software talents at once within two months? In terms of the number and quality of recruitment at one time, it can be applied for the Guinness World Record. Half a page is widely publicized in major newspapers, and the total number of employees of this company is only 6,000. In other words, if this The number of recruited talents is not watershed, and if the recruitment work is a complete success, this huge group of new employees will account for 45.5% of the total number of employees of this large software company. This is a number that goes against the common sense of corporate management. Is this company really in urgent need of these 5,000 technical personnel for R&D, or is there a problem with the company's human resources management? I'm afraid the answer to both of these is no. Let's do some analysis from the recruitment advertisement, which lists the group's positions across the country. The names and locations of the 24 software parks, as well as the recruitment positions and number of people in each place, and the registration website. When logging in, I found that I could not directly enter the company's website smoothly, but had to take a detour from the Yanhuang Online website controlled by the group, and for this reason The website increased traffic once. This was a move that killed two birds with one stone. It not only caused a big shock in the circle of software technical talents, recruiting some of the talents that were actually needed, but also created a great momentum in the IT industry, showed its strength, and won everyone's support. Attention, in this process, the company is known and understood by more people, and the one who uses this technique is Top Group.

You can also start with an "advertising slogan"

The company's publicity activities should not just focus on the "big", but should start from the small things around the company. . It is often seen in newspapers that a company "spends a lot of money" to openly solicit advertisements and couplets from the public. This is one of its methods. If you want to be more lively, invite local "celebrities" to be judges to strengthen your reputation. If you want to be serious, One thing, you can ask the local notary office to perform notarization. The copyright of the award-winning works belongs to our company. Remember to put a statement at the end of the advertisement that the final interpretation of this activity belongs to XX Company. However, according to legal experts, this has no legal basis. However, for consumers who do not understand the law, you can put it This serves as a shield for resolving complaints.

"Celebrity" hype strategy:

Use various "celebrities" as the sun and let their light shine.

1. Invite a "celebrity" in academia

Use the reputation and ability of the "celebrity" to attract attention, as a halo over the head of the company, and do things for your company Publicity has become a common method in building momentum, such as hiring a celebrity as a consultant, which is more vivid than a sign that embellishes the door. The celebrity is usually an absolute expert leader in the industry or field, and is even well-known internationally. Prestige, such characters usually only appear on the title page of the company's brochure and are accompanied by large photos. In this way, whether they sound, look, or "blow", they can add prestige and ambition to the company. Prove your strength to others.

2. Find a "famous person" in the business world

One of the main consumer groups of the celebrity company's flagship product, PDA, is busy business people, and its best outstanding representatives , there is nothing better than business celebrities, so celebrity companies tied their PDAs to successful business people, and launched different business celebrities in media such as "Sales and Marketing" magazine. Of course, they did not forget to tell readers that they were using celebrities. Which product of the company.

3. Use an entertainment star

Use an entertainment star as a spokesperson or ambassador. Whoever is the most popular will be used. Just look at Lenovo. From Nicholas Tse to Zhang Ziyi, isn’t F4 popular in Asia recently? Then sign the contract immediately, followed closely by Siemens and PepsiCo! It can be seen that the heroes see the same thing. You can also invite celebrities to serve as deputy county magistrates to promote the development of the local economy. With the careful planning and invitation of the local government in Mengcheng, Niu Qun took the post as a "niu". It is only the legitimacy of Niu Qun's appointment as county magistrate. , let the media who fell into the trap speculated wildly for a while. Mengcheng County made everyone aware of its existence by selling "cow" for "cow".

Of course, when hyping a "celebrity" or inviting a "celebrity" to be a spokesperson for your company, you must also consider the related payment costs and risks. Similar to Milu's sudden rise and fall in net worth, the risks are For "celebrities" with relatively large coefficients, businesses still have to choose their essence and avoid risks, so as not to lose more than they gain. Although the manufacturers of the four brands of Kim Liu Fook, Kim Jung, Oaks and Yiguan who asked Milu to be the spokesperson after the World Cup all claimed that the three brands of the Chinese team The losing streak did not have a negative impact on the sales of its products, but after the Chinese team defeated Guangzhou, the light box with Milu's face printed on it was smashed by fans in Shenzhen, and the advertising light box for Oaks air conditioners was also smashed. Milu's commercial value has also been reduced again and again as the Chinese team has been defeated again and again, and will eventually calm down with the passage of time. The planned "Milu" brand clothing and other commercial projects can only wait for him. It’s time for “the storm to rise again”.

Double Act: Stirring up the hype

If a company sings a "one-man show" in its publicity and campaign, it will inevitably appear that it is "hard to sing alone". Where can there be a lively show of rivals who "sing and harmonize"? First of all It can attract media attention and a large number of reports, create momentum among consumers, and then attract more consumers to buy. This method can increase sales without spending a lot of money on advertising. Looking back at the manufacturers of previous home appliance price wars, There is always the shadow of the double act of "the appearance is separated from the spirit". Generally, dealers first sell one or two models of home appliances from one or two brands at reduced prices, triggering a round of small-scale looting in the consumer market. Then the manufacturer denied it and criticized it, accused the merchant of unauthorized price changes, and even threatened to cut off the supply of goods. The purpose was to further attract the attention of consumers and the media, thereby creating a greater trend of speculation. Then, the merchants launched five or six brands of color TV sets with reduced prices, creating waves of panic buying. Only after consumers' interest was fully aroused did the color TV giants announce comprehensive price cuts, causing a new wave of panic buying in the market. In fact, it was also at this time that the protagonist of the color TV price war changed from dealers to manufacturers. After the show was over, the accounts were settled behind closed doors. The result was that both manufacturers made a lot of money and everyone was happy.

Ants fighting elephants: Challenging the giants in the same industry

This means standing on the shoulders of giants. Knowing that you are alone, you still have to challenge the giants in the same industry. The purpose is to use the opportunity of challenge to make a name for oneself. The disparity in strength and courage are excellent news points. For example, at the end of 1994, "Ronghua Chicken", as a fast food brand in Shanghai, broke into Beijing. When it entered Beijing, it immediately declared that it would compete with "KFC". Just like this, "Red Sorghum" just changed its challenger. After opening in Zhengzhou in 1995, it also challenged "McDonald's" during its glory days. Long-lasting benefits.

Provoke a controversial topic: stir yourself up

If you want to create momentum, you must make waves. Only by "making waves" can you highlight your ability to "make waves", and can you Gather the attention of all parties and make yourself a focus enterprise and a well-known product.

Nongfu Spring designed this "plan" to smoothly transform its products from pure water to natural water. The operation method of this plan is to use aggressive means to pursue an issue that has been controversial for a long time. Hit hard to attract "eyeballs" or divert "eyeballs". In May 2000, Yangshengtang started a war of words about whether pure water is good for health. Their aggressive marketing strategies were almost collectively besieged by bottled water companies across the country. The news media even exaggerated it, giving "surprises". " focused its space and time on this war, which played into the hands of the "farmer".

Become famous at one shot: Auction building momentum

Large-scale auctions are one of the focuses of media attention, and they are also the place where some companies become famous at one shot, because there are often The emergence of some blockbuster dark horses has made the media very excited, especially CCTV itself, as China's largest TV media, its advertising bidding meeting is particularly eye-catching. In November 1995, Qin Chi invited bids for the first time. CCTV advertising prime time throughout 1996. The fledgling Qin Chi threw out 66.66 million, which was nearly twice as high as the second place Confucius Banquet. Qinchi's bid was successful on November 8th. Starting from November 9th, it was spread throughout the country through the media, and subsequent product orders poured in. According to statistics, from November 9 to December 31 of the same year, in just one month and 20 days, the orders received by Qinchi Winery were higher than the previous orders for the entire year. And all of this was completed before Qin Chi's winning advertisement was broadcast. It can be said that this was entirely the effect of the auction's momentum.

Using competitors' crises to promote hype

Using competitors' "times of crisis" to show off their skills and build momentum can be said to be a good opportunity to make a name for themselves, but it can also show a The character of the enterprise.

Speculation from the opposite side

On November 13, 2001, Guangdong Macro Co., Ltd. (0533) issued a lawsuit announcement stating that the court determined that the company’s original major shareholder, Guangdong Xinli Group Company, guaranteed 500 The case involving joint guarantee liability of US$10,000 and RMB66 million has entered the enforcement stage. Some of Macro's assets, including trademarks, have been frozen. If the guaranteed debts are not handled in a timely manner, the company is at risk of being seized and its assets disposed of. Two other peers in Guangdong took advantage of the situation to speculate. On November 16 and 28 respectively, Guangdong Zhongshan Changqing Group Company and Shunde Wanhe Group Company held press conferences respectively, claiming to purchase the Macro trademark and equity and making bids. They are 100 million yuan and several hundred million yuan respectively. Both companies took the opportunity to secretly change their concepts, interpreting the temporary freezing of the Macro trademark as the Macro trademark being auctioned. Both companies have set out acquisition timetables. One said that the "deadline" for Macro's trademark is the end of November, and the other said that the merger of Macro "will be completed by the end of the year at the fastest." Finally, its true colors were revealed - "boasting". Changqing Company claimed to be the industry's "export champion", "No. 1 in Asia", and "annual output value of 500 million yuan"; Wanhe Company claimed to be the only "national leader" in the gas appliance industry in 2000. "Advanced Quality Management Enterprise", its investment company alone "has hundreds of millions of yuan in cash flowing", so the acquisition of Macro "does not require a loan at all". In fact, Macro's announcement does not prove that it has fallen into decline. As the leader in the gas appliance industry, neither Changqing nor Vanhe is as powerful as Macro, but the real intention of the two companies to take advantage of the situation and hype can be seen.

Speculation from the front

At that time, the commercial war in Asia and the Central Plains also had a classic case of "providing help in times of need" from the front. At that time, a fire broke out in Hualian, one of Asia's competitors, which caused a certain amount of publicity. The loss caused the company to close its doors. At this time, Asia did not gloat about the misfortune, but sent condolences, which became a good talk in the business community. Although it was also a "show", the hype was very humane.

How to build momentum in the face of an immature market

When a company faces an immature market, how to build momentum for its products is to wait for the peach in the market to mature naturally. Whether to pick, or to stand up early and spend time and energy to cultivate the market like a gardener, the environment may be different in all walks of life, and their methods are also different. Judging from past cases, Wan Yan, the "pioneer" in the VCD industry, played a role in cultivating the market, but did not grow up with the maturity of the industry. Ying Haiwei, the "father of China's Internet", worked hard as a gardener, but When the IT industry grew stronger, it was already dying. The only winner was Galanz. As early as 1995, Galanz realized that in a narrow market with only a few hundred thousand units in the country at that time, if an enterprise wanted to make a difference, it must Carry out large-scale consumption guidance and rapidly expand market capacity. The specific measures are:

1. Analyze the market and analyze consumers’ consumption habits

Chinese consumers are preconceived. When most Chinese people don't know what a microwave oven is, whoever can get them to accept it as soon as possible will be the winner.

2. Formulate an offensive strategy: cooperate with the media and publicize widely

Ganz launched a large-scale microwave oven "enlightenment movement": contact 150 news media across the country to cooperate with The method of running the column is to create a knowledge window the size of a tofu cube, and systematically introduce the benefits, purchase, use, recipes, maintenance methods, etc. of microwave ovens. The large-scale popularization of education by the news media quickly produced a chain reaction, and articles about microwave ovens were overwhelming.

3. Educate consumers and be an enlightenment teacher

Ganz organized domestic experts to compile a series of microwave oven books and gave away more than 1 million copies for free; it also carefully produced millions of microwave oven knowledge CDs for free. The concept of microwave ovens was quickly popularized, and the Galanz brand became famous throughout the country.

A practical case

Looking at the media strategy of Galanz and "foreign killers" from the perspective of "black rumors"

Starting from April 2020, an article titled A short article (approximately 500 words) titled "Don't Ignore the Dangers of Microwave Ovens" was published in hundreds of media outlets across the country. The article claimed that "using microwave ovens is very harmful to the human body, and cooking in microwave ovens destroys food nutrition." Therefore, it aroused the attention of consumers everywhere. panic and the sharp decline in sales of the entire microwave oven industry: overall sales in May and June this year fell by nearly 40% compared with the same period last year. Galanz, the leader of the microwave oven industry, naturally became the biggest victim of the industry and called the incident the 9.11 incident of the microwave oven industry.

Ganz’s analysis of the origin of the incident is that the incident was from abroad, more precisely, it was a "carefully planned" move by an American competitor that once had great success in the Chinese market but then lost in order to make a comeback. "Business Conspiracy": First, through the media, the theory about the harmful effects of microwave ovens on the human body was released to create "microwave phobia" among consumers and spread it fully. Starting from April, it was published in many media across the country, especially at the provincial capital city and prefecture level. The city's media made a grand appearance, and various websites reprinted it. According to incomplete statistics, there were as many as 530 articles. Judging from the release time, it started in April, accelerated in May, reached a climax in July, and showed a tendency to spread; in terms of distribution areas, most of them were concentrated in provincial capital cities and secondary and tertiary markets where microwave ovens have a very high market share; From the perspective of communication methods, the interactivity, concealment, and quick effect of the media and the Internet were fully utilized. The rumors snowballed and grew bigger and bigger. Finally, the microwave ripples eventually turned into a stormy sea, causing an avalanche in the entire industry. At this moment, this An American company has launched a new so-called fifth-generation microwave oven, claiming to be a product that can overcome the disadvantages of microwave ovens. The truth behind it has been revealed to the world. If this short article without mentioning the word "Ganz" was written by an opponent, it would be completely inappropriate. Acting as a "pioneer" for its new products.

Faced with the soft attacks of "foreign killers" and the serious injuries caused to Galanz, Galanz also made full use of the media to fight back: First, on July 9, 2002, Galanz "came to Beijing to complain". Zhao Qiang, a well-known professional manager and assistant general manager of Galanz Group, took the lead in "crying out injustice" to the media in Beijing, exposing the sinister intentions of foreign competitors and making it known to the world. Second, a large-scale "rumor refuting meeting" was held in Beijing. Galanz invited leaders and experts from the State Administration for Industry and Commerce, State Bureau of Technical Supervision, China Household Electrical Appliances Association, China Consumers Association, China Famous Brand Promotion Committee and the Chinese Society of Preventive Medicine to hold a "rumor refuting meeting". Clarify the facts. Third, the media combo. From Galanz’s tactics, it can be clearly seen that the media is not only a tool for Galanz to promote price reductions, but has once again become a powerful weapon for Galanz to wash away its “unjust grievances” and fight back against the opponent. The person's way will also cure the person's body. Fourth, establish a special column on your own website to clarify and publicize the incident, collect relevant reports from various media and the company's "rights protection" process and determination against unfair competition. Fifth, use the media to put pressure on opponents. According to a report in the Daily News on July 17, a person related to Galanz said that through the cooperation of relevant departments, it was investigated that the above-mentioned rumored article was controlled by a multinational company. Galanz has issued a lawyer's letter to the relevant companies and does not rule out the possibility of taking legal action.