There are successful brands about promotion, and I hope to be creative.

This rule is deeply rooted in the hearts of the people.

There is a saying in "22 Business Rules" that is particularly good: "Once an idea is formed in a person's mind, it is extremely difficult to change. The most futile thing about marketing is trying to change people's ideas. "

Since its establishment, Jinliufu has always adhered to the emotional line of China traditional culture, put forward the concept of "Fu culture" with China local cultural characteristics, and carried out marketing communication. At the end of 2004, after in-depth market research, Jinliufu decisively launched a large-scale communication marketing campaign of "Going Home during the Spring Festival-Jinliufu", and built an all-round communication network around the concept of "Going Home during the Spring Festival". [(This is the key, omni-directional communication network, TV advertisements (hard advertisements of programs, popular science topics, strong advertisements of gold), outdoor advertisements (body advertisements, in retail terminals), also launched a fierce offensive; At the same time, the consumer interaction activities of "sending short messages to win air tickets" were carried out nationwide.

Similar emotional cards are Coca-Cola. From 2002 to 2005, it launched a series of New Year greetings for Xiao Afu and Xiao Gillian, respectively, in cooperation with the Spring Festival promotion activities. In 2005, I successfully boarded the Olympic Express, with Liu Xiang as the main character and Liu Xiang's return home as the theme, which conveyed a more deep-rooted feeling-family reunion, and realized the perfect combination of internationalization and local Spring Festival folklore. In terms of special packaging, Coca-Cola has introduced products with strong China folk customs, such as the new packaging of cans with China 12 Zodiac as the design element to meet the emotional needs of consumers in China. In the product mix, large-scale promotion of ultra-large-capacity packaging in line with holiday family consumption; In terms of product taste combination, coke is bundled with Sprite and Fanta to meet the needs of different people and tastes in the family; In the creation of sales situation, Coca-Cola is full of Chinese decorations such as Spring Festival couplets and Fudao in the store.

Jinliufu and Coca-Cola have achieved unprecedented market success because every step, every link and every action in the whole marketing system of the Spring Festival is deeply branded with the unique China brand of the Spring Festival.

"Super Girl Show" of Mengniu Yogurt

Event marketing rules.

Mengniu Dairy bought out the naming right of super girl with 28 million yuan, and invested nearly 80 million yuan for buses, outdoor light boxes and billboards, and various media advertisements. Making full use of the increasingly crazy influence of Super Girl in China, taking Baby Zhang, the third runner-up of Super Girl in 2004, as the endorsement, a song "Sweet and Sour is Me" made Mengniu Yogurt full of vitality.

At the same time, Mengniu has also planned a number of large-scale benefit performances in Changsha, the main competition area of Super Girls. Especially in large squares and near the entrance of stores, Mengniu launched activities such as "Girls' Competition" and "Watching Super Girls with Mengniu Yogurt", which effectively shaped the high-end image of the brand and made Mengniu Yogurt and Super Girls become the focus of people's attention together. After the curtain call of the Super Girl Competition, as a perfect continuation of the competition, Mengniu Yogurt planned the Super Girl Training Camp. The content of the outer packaging also changes at the same time, accompanied by advertisements. With the slogan "sour is sweet, dreams are round", girls who buy yogurt will have the opportunity to enter the super girl training camp, receive the guidance of professional teachers, and may take to the stage to become stars. This "civilian star-making movement", which continues from Super Girl, continues to attract the attention of young girls.

Mengniu's 100 million yuan "Super Girl" series of advertisements opened the southern dairy market for it. The five competition areas of "Super Girl", namely Changsha, Zhengzhou, Hangzhou, Chengdu and Guangzhou, are the four major sales areas in Central China, East China, South China and Southwest China that Mengniu values.

In 2005, "Mengniu Yogurt" and "Super Girl" became famous hand in hand. Mengniu successfully built the brand of "Yogurt" with the power of "Super Girl".

However, the marketing success of "Mengniu Yogurt" cannot be duplicated.