What is the biggest dream of people all over the world? What is the Midas touch? The biggest marketing lie in the world is the price at which stone sells for gold. Can this kind of marketing case also be said to be a marketing miracle? Indeed there is.
If you master the know-how, you can also turn stones into gold and sell them for the price of gold.
A diamond is forever! Everyone will remember this famous advertising slogan for diamonds. How could a useless stone be worth more than gold?
Game Intelligence believes that the success of this seemingly advertising slogan is actually the success of the marketing thinking behind it. So what is this marketing thinking or marketing secret?
First, create scarcity and create value.
There is an old saying in China that says that rare things are valuable. A friend who works in West Asia came back and said that oil is very cheap in Saudi Arabia. You can just throw away the yuan and add gasoline as you like, but water is much more than gasoline. This makes many private car owners in China who are worried about rising gasoline prices envious.
In recent years, the price of Cordyceps sinensis has skyrocketed, with some reaching 10,000 yuan per catty, exceeding the price of gold. The reason is not only its unique effect, but also its low yield, which makes it difficult to grow in other places. But a friend who works in Xining said that before the 1990s, no one would buy a pound of tea.
China is the largest tea-producing country in the world, but the most expensive ones are Longjing and Dahongpao. It is said that tea from the old Dahongpao tree a few years ago The most important thing about the price of one tael of 10,000 yuan at auction is that it is difficult to buy.
Rolls-Royce has always advertised that it is hand-made and only produces a few cars per year. If you want to buy it, you not only need to have money, but also need to investigate your identity. If your identity is not enough, it will not sell you a car with top configuration. How much does it cost? It's not surprising at all because it's rare and unique.
Second, impart culture and tell stories.
There is a famous saying in the marketing industry: If you can sell culture, you can't sell it on price. The most important thing in selling culture is to learn to tell stories. If you can’t tell stories, you won’t be able to do marketing.
Zhang Ruimin smashed the refrigerator and made Haier a world famous brand. Niu Gensheng told stories and made Mengniu run at the speed of a rocket. Coca-Cola’s American culture and pharmacist’s story have made it the world’s number one beverage brand. Jack Ma's entrepreneurial history has created the world's largest e-commerce brand. Yu Minhong's inspirational story has made New Oriental the leader in private education. The entrepreneurial history of Huiyuan CEO Zhu Xinli has allowed Huiyuan to create new categories and create a large market. A Haagen-Dazs gives it the connotation of love and care and becomes valuable, tasteful and tender.
Although the Lijia Cuisine in Beijing's Yangfang Hutong is small, it is famous all over the world. Many foreign heads of state, envoys, celebrities, and wealthy businessmen flock to it. It is said that ordering needs to be done three months in advance. The ingredients of the dishes are the same, the cooking techniques are the same, but a table costs at least 20,000 yuan because it is endowed with Chinese culture, especially China’s royal culture and food culture.
It is reported that the current head of Lijiacai, Mr. Li Shanlin, is a retired professor from Capital University of Economics and Business. His grandfather Li Zijia was the Minister of Internal Affairs during the Tongzhi and Guangxu years of the Qing Dynasty and was deeply trusted by Cixi. He approved every day's menu in the imperial dining room, and he tasted all the dishes that Cixi ate. Every time he read a recipe, he kept it in his mind and wrote it down one by one when he returned home. In his later years, he compiled a set of recipes.
Every time we have a meal, Mr. Li will introduce the origin and production process of each dish, and also tell the unknown stories and origins of the Qing Dynasty palace. What a meal. Dining is simply a taste of ancient Chinese culture and food culture. , a luxurious banquet of royal culture. You may not be able to remember the dishes or the taste of the dishes, but you will definitely remember the evocative stories that happened in the imperial palace and the imperial dining room of the Qing Dynasty. After eating it, you will feel that 20,000 yuan is really worth it!
Third, the biggest marketing lie and the most successful marketing case
Diamonds are originally a mineral resource, except for their high hardness, which have no characteristics and are not beneficial to people.
Diamond mines are mostly distributed in Australia, Africa, America and other places but in small quantities. At that time, many mining bosses threw such useless rough diamonds everywhere. But as shrewd businessmen stepped in to process this mineral into rings and imbue them with a symbolic value of bravery, power, status and nobility, their value skyrocketed.
Nowadays, diamonds are no longer mysterious. People regard them more as a symbol of love and loyalty and have become a necessary product for marriage and love. If you don’t buy a diamond ring, you don’t have a girl in your heart. If you don’t buy a diamond ring, you don’t care about love. If you don’t buy a diamond ring, you have no confidence in marriage. If you don’t buy a diamond ring, it will be extremely difficult to get married.
Would you say a broken stone is that important? The answer is important. Because stones are not important, but culture is important. Stones are no longer stones, but love. They are the touchstone for testing love.
Game Wisdom Conclusion The most valuable thing in the world is gold. Diamonds are more valuable than gold. Diamond is just a stone with high hardness, but it makes people flock to it and go crazy for it. Would you say this is the biggest marketing lie and the most successful marketing case in the world?
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