How to have a greater impact when advertising?

If you want to expand your influence, there are two ways:

On the one hand, three-dimensional advertising bombing, that is, to promote yourself in a variety of media in a short period of time Put out your ads and make your ads pervasive, which will naturally increase your impact, but the cost of doing so is higher.

On the other hand, planning event marketing is to increase the impact through media hype. This cost is lower, but ideas are difficult to find. Make your own choice.

Let me tell you a successful case of event marketing: Before August 2000, Fuya was still developing itself silently in a primitive and natural state, but it was always thinking about seizing business opportunities and making great achievements. As autumn approaches, a manager of the company wants to take advantage of the peak paint sales season to gain visibility and promote the product, but in what way? There are many famous brands in the paint market. Although the Fuya brand has the best quality and is an environmentally friendly paint, it is not well-known even in Beijing, let alone the country. What kind of promotion method can be used to make the product a hit? You can only win by using "weird" moves, "strange" moves, and "strange" moves. Therefore, an unprecedented "strange trick" came out under this background, and "drinking" paint achieved unprecedented communication effects.

Analysts at the time believed that using "real cats and real dogs to drink paint" to create news would definitely make the news media uninvited. Before this plan, two alternative planning results were designed: one was to spend a lot of money to invite experts to drink dope boldly, advertise to hire experts to do news, invite experts to do series of reports, and finally real people drank dope. You can continue to promote it and achieve multiple goals with one stone; secondly, real cats and real dogs drink paint. If no one from the Animal Protection Association comes to stop it, "real cats and real dogs drink paint" will continue as usual. The actual progress of the situation seems to be better from October 10th: the Animal Protection Association paid attention to the matter and tried to prevent "real cats and dogs from drinking paint", so they had to change it to let real people drink it, which is actually the best policy.

Those who are familiar with Fuya Company think that Fuya people are really "real" people. Originally, the original intention of this event was to demonstrate the safety and harmlessness of Fuya Paint through a real event, rather than just talking in vain. Unexpectedly, the development of the situation was unexpected and dramatic. After the advertisement was published, I received a lot of phone calls. In addition to customer consultations, there were also calls with the same content. Some said they were from the Animal Protection Association, some said they were environmentalists, and some directly proposed to stop it. The event was held because it was cruel to allow real cats and dogs to drink paint, and it was cruelty to small animals.

However, Fuya insists that they must fulfill the promises in the advertisement. Animal protection groups had to change their tactics and insisted on going to the scene to protest. Until the advertised event date comes, animal protection organizations are still working tirelessly to prevent the event from going ahead as scheduled. Sina also specially listed a comment area for this, and netizens also commented, "Businessmen value profits! I will not buy this brand of paint. The manager's cultural quality needs to be improved!", "Inhumane", "This should be done" Advertisements for people drinking dope!" and so on.

Businesses need to become famous overnight. After Jiang Heping drank paint, for a while, the Internet and mass media published news with such slogans: "Cats and dogs are forced to miscarry after drinking paint, the storm is difficult to calm down," "Product promotion actually makes cats and dogs drink paint, the Animal Protection Association Falling into a trap", some praised it, and some made sarcastic comments, but the media made a big fuss about it.

Meanwhile, some media continued to follow up the report, discussing the matter from the perspectives of morality, ethics, and the spirit of the law, maximizing the news effect of the incident of people drinking paint. A report on "Follow-up of Cats and Dogs Drinking Paint" started with "Drinking paint leads to a dispute over a law": "Recently, a wonderful and rare scene was staged on the streets of Beijing. Many animal rights activists held up signs on the street to protest against a paint company that took live animals. The experiment on cats and dogs caused public concern and controversy after the incident was exposed. However, after much controversy, it was discovered that there is no "law" to do this. It doesn't matter if there is no "law" to do it, as long as the controversy continues. "Noisy" a law.

It is understood that the Beijing Small Animal Protection Association has received mixed results from the protest against the paint company’s experiments on cats and dogs. Although the three small animals were spared the fate of drinking paint, if such commercial hype is If it is widely used, no one knows how many small animals will be "ravaged" by humans. This time, letting cats and dogs drink paint has been controversial ever since. Before the incident, the dispute was limited to between the organizers and animal rights activists. After being exposed by the media, it aroused social concern and controversy. There is no law or regulation to say whether it is animal cruelty to do experiments on animals and let cats and dogs drink paint. There is no law that states "it is prohibited to use animals to drink paint in advertising." So some people said clearly that since there is no legal provision saying that this cannot be done, it is not illegal to do so, so why should others object. An animal rights activist said: "Laws are used only when they are used." Wang Zhenyu, a researcher at the Institute of Sociology of the Chinese Academy of Social Sciences, believes that the occurrence of this incident itself is a manifestation of social progress. She also pointed out that any product should be demonstrated strictly in accordance with scientific methods and tested by a specialized authority, and should not be proven in a farcical manner. People in the legal profession believe that modern people should establish a legal consciousness. It doesn't matter if there is no law. Everyone can dispute and "argue" to come up with a law. We should change the traditional thinking logic, which is to seek answers from existing laws whenever we encounter new things. The emergence of laws and morals in modern society mostly occurs through public disputes and repeated debates of different viewpoints, gradually forming political consciousness and becoming a certain social habit, and then gradually rising to legal and moral norms. Just like "no open defecation", although no government department has made it a law, it has become a code of conduct for adults in society.