Recently, I encountered several things that made Shao Zhufu, a marketing expert, feel stuck in his throat. He had to say a few words and reiterate what may seem enlightening to others but a commonplace point of view to Shao Zhufu, in order to provide inspiration, guidance and help to those entrepreneurs who are confused.
, If you don’t have characteristics, you are far inferior to being small and fast
A three-star hotel manager in a southern city, Mr. Niu, told me what kind of activities she had done and passed the plan to me in a hurry. I hope I can guide one or two. When he said this, Mr. Niu felt very excited. Shao Zhufu also looked at it carefully with excitement and couldn't help but laugh out loud. I can complete a planning plan of this level in one day without any problems. But what Shao Zhufu wants to tell Mr. Niu is that marketing is not about participation, nor about organizing activities, but about in-depth activities that are only a waste of money and giving people a sense of tycoon. I would like to ask Mr. Niu, what is the excitement of your activities? What was the highlight of your event? What are your points of interest that interest your customers? Where is the memory point of your activities? Have your activities touched the city? Obviously the activity does not have these characteristics. In Shao Zhufu's opinion, activities that do not have these characteristics can at best be counted as political achievements but not performance. In other words, if you do it well, it is only political achievement. If you go deeper and do it well, then it is performance. Unfortunately, many of us can only think at the level of political achievements. I was busy all day long, the activities seemed perfect, and the planning seemed high-end, but what was the effect? It can often be described as negligible. In Shao Zhufu's opinion, if you are tall and have no own characteristics, you may not even be as good as a small one. Because if you are tall, it will become a castle in the air. It's better to accomplish all your efforts in one battle. This question is not difficult to understand. Can Liu Xiang really be replaced by second place if he runs fast? Obviously not. Isn't Zhuge Liang very capable? Isn't there a saying that three stooges can stand up to Zhuge Liang? If that's true, why would Liu Bei endure the humiliation and bear the burden of visiting the thatched cottage three times? What do you say?
Why did the planner only come?
A friend who is engaged in training vowed to Shao Zhufu that he would set up a Chinese studies training class which is now popular. If nothing unexpected happens, it would be no problem to invite entrepreneurs, general managers and directors to participate. He said that it would not be difficult for Shao Zhufu to recruit students. After learning about the situation, he suggested that if he didn't create better excitement, he should retreat, but he didn't listen and even made a bet with Shao Zhufu. If he could recruit more than three people in three phases, Shao Zhufu wanted to treat him to a Manchu banquet, but Shao Zhufu said he didn't need you. If I can recruit one in every issue, I will ask you. He was aggrieved and walked away angrily, saying that I looked down on him. The results of it? After the first period, he left angrily and came back dejectedly. He told me that you were right and the activities were really hard to do. Chinese studies are now popular. Why was it so difficult to run his Chinese studies class? Obviously, this brother made the biggest mistake. Sometimes what marketing does is differentiation. Others do Chinese studies, and he also does Chinese studies. This is not differentiation. Others do the same kind of Chinese studies. He also does the same Chinese studies, and it is not differentiation. Even though Chinese studies have become popular, the target group needs it. There will always be different Chinese studies, innovation in form, innovation in speakers, or innovation in content. In fact, as long as he studies this matter patiently, he still has enough room to do it. But if like this brother, he remains unchanged and adapts to all changes. It is very normal to be unable to recruit people in the end. This friend from Quanzhou told me that a total of people came to the class and half of them had tickets.
, Even if it is nonsense, it is better than the Sanping event
The provincial government always organizes a special product festival. He told me that this event was a sure thing because there were too many special products in the market. He had too many special product resources at that time. Shao Zhufu told him that if he is committed to marketing in a certain city, he must make the event an event that touches the city or become a focus and conversation topic for the people of the city for a period of time. Because in the Internet age, information is overflowing and attention is the economy, even if you play nonsense. It is also much better than the bland, mediocre and ordinary Sanping activities because as long as it attracts the attention of the public, it is relatively easy to attract investment. Although it takes some money to do this, the core point is not the money but the brain (that is, creativity). So Shao Zhufu told him a three-point marketing perspective, that is, to create highlights, excitement points, event memory points, and at the same time, Presented in front of people in a way that touches the city. The results of it? Never take it seriously. In two months, we have only recruited two customers. They are still far away from the original planned number of customers. From the feedback, many customers have responded. This kind of activity has no mass base. People don’t know that they don’t want to come. It’s a waste!
Whether it is an enterprise engaging in activities or participating in activities that are grafted onto other higher platforms, why are there always those who are prosperous and making a lot of money, and those who are disgraced and have nothing to gain? In the final analysis, it is not a problem with the activity itself, nor is it a question of whether it should be grafted onto a certain platform to show off, but a question of whether our activity itself focuses on participation or depth. When Shao Zhufu was very young, there were not as many hot springs as there are now, but careful people discovered that hot springs are everywhere now. Why? There is only one reason now that drilling technology has improved and people can easily pump out geothermal water. It can be seen that depth can change life and lifestyle.
If we only focus on participating, showing off, etc., it is basically an impossible task to achieve good marketing results in today's world of complicated information. A good activity must have the ability to be unforgettable, and the temptation to talk about it on paper will make people who have been to the scene or not been there, who have seen your publicity and those who have not seen your publicity spread your message consciously or unconsciously. Like Qingfeng steamed buns, like the mysterious formula of Coca-Cola, like lighters saving people on the battlefield, like Zhang Ruimin smashing the refrigerator, like Shao Zhufu's idea to save a company, like Shao Zhufu's creativity to create miracles with double benefits, etc. You may not be a participant, you may not be here, but As long as you are in the arena, there will be such legends affecting you, and you will be willing to pass on such wonderful legends. This is event marketing and what Shaw Brothers is good at.
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