Seeking creative classic marketing examples

Golden Six Fortune's Emotional Marketing Card

The Law of Reaching People's Minds.

There is a particularly good quote from the 22 Rules of Business: "Once a certain idea is formed in people's minds, it is extremely difficult to change. The most futile thing in marketing is trying to change people's perceptions."

Since its establishment, JLF has always insisted on taking the emotional route of traditional Chinese culture and put forward the concept of "Fortune Culture" which is characterized by the local Chinese culture, and carried out marketing and communication. --At the end of 2004, after in-depth market research, JLF decisively launched the "Spring Festival Homecoming" large-scale communication and marketing campaign, and built an all-round communication network around the concept of "Spring Festival Homecoming". (This is the key, all-round communication network, TV ads (program hard ads, popular science ads, golden slot ads), outdoor ads (car ads, billboards, ads on light boxes), print ads (newspapers, magazines), network ads (various links, blogger experience ads, pages))], make hundreds of millions of wanderers completely shrouded in the atmosphere of the "Spring Festival Homecoming" of Jinlifu; in the retail terminals, similarly launched a fierce offensive; At the same time, JLF also launched the "Send SMS, Win Airline Ticket" consumer interactive activity nationwide.

A similar emotional card is Coca-Cola. It was launched in four consecutive years from 2002 to 2005 in conjunction with the Spring Festival promotions, respectively launched a small Afu, a small Ajiao New Year's Eve series, in 2005 is a successful ride on the Olympic Express, with Liu Xiang as the protagonist, to Liu Xiang home as the theme, to convey a more in-depth feelings - home reunion, to achieve a perfect combination of internationalization and the local folklore of the Spring Festival. The perfect combination of internationalization and local Chinese New Year folklore is realized. In terms of distinctive packaging, Coca-Cola has launched products with strong Chinese folklore characteristics, such as new can packaging with the 12 Chinese zodiac as design elements, to meet the emotional needs of Chinese consumers. In terms of product combinations, Coca-Cola has massively promoted extra-large packages that meet the needs of family consumption during festivals; in terms of product flavor combinations, Coca-Cola has bundled its products with Sprite and Fanta to satisfy the needs of families with different populations and flavors; and in terms of creating a sales environment, Coca-Cola has flooded the stores with Chinese-style decorations such as Chinese New Year couplets and lucky draws.

The reason why JLF and Coca-Cola have achieved unprecedented market success lies in the fact that every step, every link and every initiative in the entire Chinese New Year marketing system is y imprinted with the unique Chinese flavor of the Spring Festival.

Mengniu yogurt "super girl show"

Event marketing law.

Mengniu Dairy bought out the title right of the "Super Girl" program for 28 million yuan, and invested nearly 80 million yuan in buses, outdoor light boxes and billboards, and all kinds of media advertisements, making full use of the increasingly frantic influence of "Super Girl" in the country, and taking the "Super Girl" show in 2004 as the first of its kind in China. The third runner-up of "Super Girl" in 2004, Zhang Hanyun, is the spokesperson, together with the song "Sweet and Sour is Me", which makes Mengniu's yogurt full of vitality.

At the same time, in Changsha, the main competition area of "Super Girl", Mengniu also planned several large-scale charity performances. Especially near the entrance of large squares and stores, Mengniu launched activities such as "Youth Girls Competition" and "Tasting Mengniu Yogurt, Watching Super Girl", which effectively shaped the high-end image of the brand and made Mengniu Yogurt and Super Girl together become the focus of people's attention. The brand's premium image has been effectively shaped, making Mengniu yogurt and Super Girls' Voice the center of attention. After the "Super Girl" contest came to an end, as a perfect continuation of the event, Mengniu Lactic Acid Yogurt planned the "Super Girl Training Camp", replacing the content on the outer package at the same time, and matching it with the advertisement and publicity, with the slogan of "If you have acid, you will have sweetness, and if you have a dream, you will fulfill it", and all girls who buy yogurt will have a chance to win a prize. Buy yogurt girls will have the opportunity to go to the "superwoman training camp", to accept the guidance of professional teachers, and may go on stage to become a star. This kind of "civilian star-making movement" continues to attract the attention of young girls from the "super girl" continuation.

Mengniu's hundred-million-dollar "Supergirl" advertising campaign has opened up the southern dairy market. The "Supergirl" contests in Changsha, Zhengzhou, Hangzhou, Chengdu and Guangzhou are Mengniu's top four sales regions in central, eastern, southern and southwestern China.

In 2005, "Mengniu Yogurt Yogurt" and "Supergirl" became famous hand in hand. Mengniu successfully created the "yogurt" brand with the power of "Supergirl".

But the success of the marketing of "Mengniu yogurt" is not replicable.

But the marketing success of "Mengniu yogurt" cannot be replicated.