Marketing talent Shi Yuzhu's top ten advertising strategies
Marketing genius Shi Yuzhu's advertising strategy has been controversial. People have scolded his brain platinum advertising vulgar, for years was named "China's top ten vulgar advertising" the first. Ironically, such a well-recognized vulgar advertisement has turned Shi Yuzhu into a $50 billion business wonder. What's the secret behind the vulgar and effective "Shi's ad"? Make him so confident. After studying his many cases and interviews, we extracted "Shi Yuzhu 10 Rules of Advertising" and explored the secrets behind "Shi's Advertising".
Article 1: 721 Law
The effectiveness of "Shi's advertisement" comes from a lot of research on consumer psychology, as well as the precise grasp of consumer psychology. Shi Yuzhu advocates: spend 70% of the energy to focus on consumers, 20% of the energy to do a good job of terminal execution, spend 10% of the energy to manage dealers.
He once told the Win in China contestant: "How is the brand built?" I suggest you go among the consumers yourself. The only teacher of the brand is the consumer. Whoever consumes my products, I will study who through, a day without research through, I will suffer a day. "
Brain platinum success is no accident. In the pilot city of Jiangyin, he personally went to the village, door-to-door visits, and the old woman to pull home. "This year's holiday does not accept gifts, gifts only receive brain platinum" advertising language comes from these unintentional "chat."
The success of Journey is no accident. He played the game for 22 years and played 15 hours a day as a player. Neither his rivals Chen Tianqiao and Ding Lei play games, which highlights Shi Yuzhu's advantage. He has chatted with 2,000 players for at least two hours each.
Online game advertising was restricted by regulations, and he placed a giggling "long-haired woman" version of the image on CST. If you're not a gamer, it's hard to see what this ad really means. But as long as it is the player, Dafan can appreciate the game equipment upgrade brought about by this "only will, unspeakable" happiness.
Advertising war is an invisible war, the battlefield is in the minds of consumers. Only when the focus of advertising planning on the study of consumer minds can we create an advertising that can affect the market. "Sht" is a model in this regard.
Second: The law of testing
The effectiveness of advertising can only be judged by real contact with consumers and competitors. Through trial marketing, enterprises can bring the opportunity and time to adjust advertising strategy, marketing strategy, and even adjust product form. Shi Yuzhu has always attached importance to the role of trial marketing.
Brain platinum was tested in Jiangyin and Changzhou for up to a year. During the period, try a variety of promotion, advertising, sales techniques. Provides sufficient basis for advertising ideas. The "health gift marketing" approach and the 10-year-old slogan come from these pilot campaigns. Golden partner is after three rounds of trial marketing, to determine the marketing strategy, advertising strategy. Just listed in the golden Wansan wine, from April 2008 on, in Qingdao, Shandong Province, Henan Xinxiang two markets for trial sale. The success of these two markets has perfected the marketing advertising strategy and paved the way for the launch of the national market.
The market is changeable, and no business general can guarantee 100 percent effectiveness of his strategy. Only through the actual test can we really test the effect of advertising. Each "Shi's ads" are tired of long-term market testing, you can imagine, through this "layer experience" of the effect of advertising how powerful!
Article 3: The law of strong landing
High-altitude advertising to remember the effect, must have terminal landing cooperation. Shi Yuzhu is "like a flood beast" to grasp the terminal landing execution and online advertising.
Brain platinum era, Shi Yuzhu in the country's more than 200 cities set up offices, more than 3000 counties set up representative offices, the country has more than 8000 sales staff. He asked: brain platinum on display at the terminal, the sample as large as possible, side by side at least 3 boxes above, and to occupy the best position. All the terminal promotional materials, can be on as much as possible. Promotional materials include: size posters, stickers, sling boxes, floor-to-ceiling POP, banners, car stickers, "sweeping the world" must do the book with the product.
At present, giant in the country has more than 150 sales branches, more than 1800 county and city offices and 290,000 sales points. In the promotion of "The Journey", he as the law concogenited the way of brain platinum landing, the promotion team is the largest in the industry, the country has more than 2000 people, the goal is to spread more than 1800 cities, counties, townships. It is planned that the team will grow to 20,000 people.
Golden wine marketing team: the country will have 14,000 sales staff, planning dealers to cover more than 200 second- and third-tier cities and thousands of counties.
In the era of information explosion, only around consumers, to achieve three-dimensional integrated marketing communication, in order to convey business information to the minds of consumers. It is precisely because of this meticulous integration of the method, so that people on his advertising "nowhere to escape", impressed.
Article 4: Long-lasting common law
Shi Yuzhu on the product's name, can be said to be vulgar and impatient, either platinum or gold. He really has a passion for gold. The advertisement of these products is even more shocking. Brain platinum cartoon old man's campaign, such as: group dance, supermarket, filial piety, cowboy, grass skirt and kick dance, no creativity, the same article. And the advertising words are also highly consistent, "filial piety to our parents", "this year's holiday does not accept gifts, gifts only receive brain platinum." By now, 1.3 billion people have been "tortured" for nearly a decade.
In 2001, the gold partner listed, Shi Yuzhu prepared for its advertising words almost as tacky as the brain platinum: the golden partner sent elders, good waist legs good health;
Even so, these two products are still growing steadily in the health care market and have been selling well for many years. In the first half of 2007, brain platinum sales increased by 160% compared to the same period in 2006.
Summarizing why popular advertising can achieve good results, Shi Yuzhu said: "Whether consumers like this advertisement or not, the first thing you have to do is to make a deep impression." It's best to remember good ads, but when we don't have the ability, we let the audience remember bad ads. Viewers hate the ad when they watch it, but when they buy it, consumers stand at the counter, facing so many health products, their choices are basically subconscious, and that's what impressed them. "
"Steve's ad" is hard for the city's audience to accept. But these popular advertisements, which conform to the concept of county-level consumers, are based on the consumer's cognition, deeply impress and influence the consumers, and enter the consumer's mind, which has produced a huge market effect. This is the deep-seated reason for the effect of the popular "History ad".
In addition, although the advertising is very vulgar, but are original, this is also crucial, because it is impressive. Now we see a lot of ads that mimic the form of brain platinum advertising, most of which have no chance of success.
Ads can only be seen after a period of time. It takes time to register a brand in the minds of consumers. Shi Yuzhu advertises and deeply understands this truth. So a dozen brain platinum ads are nearly 10 years old.
Shi Yuzhu once told the "Win in China" contestants: "Brands need time to accumulate, can not rely on a month, two months of bombast to want to achieve much results." Chinese enterprises to create a brand often has a problem: this year a strategy, next year a strategy, the year after another strategy, laborious, not yet a good. "
Article 5: The law of prying ahead
Shi Yuzhu once warned entrepreneurs to "don't be dry when they're weak, be smart." Here's the trick, referring to his PR forerunner: the use of soft text, events and other soft techniques, cleverly start the spread.
In the golden age of brain, Shi Yuzhu attached great importance to soft publicity, and paid attention to collecting consumption cases for clinical testing reports of brain gold, typical cases and popular science articles. In order to tie in with the publicity, the "Giant" printed 1 million copies, with clip-on and direct investment widely distributed, becoming the largest number of Chinese enterprises at that time "internal issues." It is worth mentioning that at that time three plants, the sun god is still in the countryside brush wall ads.
In the early days of brain platinum, Shi Yuzhu couldn't afford to advertise, and he published a book, Sweeping the World, which subversively brainwashed people's health awareness. But the book does not deal with brain platinum products, but to let consumers know about melatonin. "Sweeping the World" has played a key role in the promotion of brain platinum. In order to further inculcate the concept of brain platinum with soft means, he also activated a large number of soft text. Later, these soft texts became a classic in the marketing world, for Shi Yuzhu in a short period of 3 years sales reached more than a billion, set up a "Khanma credit."
October 28, 2008, in the Great Hall of the People in Beijing, with "the world's first bottle of functional wine" for the event marketing opened the curtain on the listing of gold wine, announced to the world: the world's first bottle of white wine with health function - gold wine is coming! Immediately after, is the media's competition for free coverage.
Public relations is a tool for branding, making it easier to get business information into the minds of consumers. PR to build a brand, advertising to maintain the brand. Branding takes place in the minds of consumers, and the power of third-party media is critical. Shi Yuzhu cleverly grasps the important role of media public relations in commercial communication.
Article 6: The Taki Law
Shi Yuzhu's products and advertisements are aimed at "800 million people's taki". Shi Yuzhu once said: "The Chinese market is pyramid-type, the larger the market down." We all attach importance to Beijing, Shanghai, Guangzhou and other cities, but a group of cities accounted for more than 3% of the country's population, less than 4%. Provincial capital cities and some regional center cities like Wuxi add up to far more than a class of cities, and smaller cities, such as provincial cities, the country has more than 380, this market is larger than the provincial capital city, county and county-level cities more difficult to measure. "
And "brain platinum", "golden partner", "journey" like, the promotion of gold wine, mainly aimed at China's liquor consumers of the taki market.
China's biggest opportunity is in Taki. This year, as the world's financial turmoil hit, multinational groups began to keep an eye on China's third- and fourth-tier cities. At this time, many local brands are still biting the first-tier cities, grasping the "face" market, it is not desirable. Several of Shi Yuzhu's marketing myths have taken place in the broadest and most promising Taki market, where his business empire has been so solid and powerful.
Article 7: The law of credibility
Brain Platinum has been spreading its "American identity" throughout to increase the credibility of its products. In order to more effectively borrow the media credibility of the newspaper itself, Shi Yuzhu asked the newspaper soft text font, font size to be consistent with the newspaper, can not add the word "food declaration", plus flowers, such as "special report", "global knowledge", "hot spot perspective" and so on, so that consumers think that it is part of the news report, not advertising.
In the lead-up to the gold partner's listing, Shi Yuzhu prepared an element of credibility for him - endorsements of products jointly developed by the Chinese Nutrition Society and Roche Vitamins of Switzerland.
Gold wine this time to do more extreme: and sales of more than 25 billion yuan of Chinese liquor king wu grain liquid cooperation, which is the largest credibility element in the liquor category. Gold wine also uses the national wine tasting master, liquor Taidou taste "golden wine" comments "five kinds of grain, six-flavored Chinese medicine, ancient French brewing, open cover fragrance, soft entrance, drinking big complement" directly as part of the advertising language, increase the credibility of the product.
Today's marketing, is about credibility, your brand, product is not important, it is important to consider why consumers should buy your new products. It has been recognized by authority, experts, recommendation is your best marketing strategy, which is currently in the "product chaos" in the break-out, to build a successful brand of the core driver. Shi Yuzhu will be this business insight wonderful interpretation.
Article 8: The first law
Shi Yuzhu often said: Harvard University has a marketing education case, said that Americans remember the first person to fly across the Atlantic Ocean very well, but the second who, the average person can not answer. But the third flyer remembers very well, why? Because it was the first woman, remember. In marketing, be sure to find out your "first".
Taking the lead in becoming the first brand in the consumer mind will gain great potential power in marketing. Consumers believe that the first is better than the those who come later. The first brand also often the final development of the finished products synound, Shi Yuzhu advertising products have this factor.
Brain platinum is both a product name and a category name, creating a new health care category. Brain platinum in the form of oral liquid plus capsules, is also unique, and "gift marketing" to the extreme. Gold Partner is China's first multivitamin added minerals, so named "Golden Partner."
"Travel" avoids a collision with Ding Lei, does not take the cartoon route, does not target the 14-year-old age group, is aimed at adults. Avoid direct competition. It was also the first to advertise "pay players" to create a new category of "paid online games".
Article 9: The law of boiling point
Napoleon used to say that "win or lose is in the last five minutes" and the Western proverb that "the last straw can break the camel's back" is proof of the importance of boiling point. The same is true of the media delivery of advertisements. Getting advertising into the minds of consumers requires a sufficient amount of duplication, a process that cannot be scaled back.
Shi Yuzhu is never stingy with the investment of advertising media expenses. Giant Hanka period, he put the first bucket of gold 20,000 yuan into the advertising. Brain platinum is even more through hundreds of millions of dollars of media investment out. "Shrews" big investment, is to heat the water temperature, trying to reach the boiling point.
Brain platinum period, in the central stage to run image advertising, regional media select newspapers to run functional advertising, three days a period, high-density delivery. At that time, the daily advertising cost in East China reached 100,000 yuan. Media delivery now uses pulsed ad scheduling: from February to early September, advertising volume is small. Only the Spring Festival and Mid-Autumn Festival are concentrated twice a year. The period with the highest advertising density is 10 days from the Mid-Autumn Festival and 20 days from the Spring Festival, which adds up to 30 days. By the time of the critical sales season, the boiling point had reached synchronously.
Shi Yuzhu this time the gold wine hit 300 million, is also trying to send the advertisement to the boiling point. It is understood that he is planning a more intensive advertising campaign on the health wine market, no less intense than the brain platinum and gold partner advertising.
Article 10: The Law of Focus
The most powerful force in marketing comes from Focus. Markets, channels, and advertising need to be focused. As you shrink the front line, you become stronger. Shi Yuzhu highly admires Mao Zedong Thought: "I think Mao Zedong's principle is right, I concentrate all human, material and financial resources, focus on a point, not sure to take a city down, you do not be busy playing a second city."
First, the focus of the business. Shi Yuzhu had eaten diversification, lengthing the front line leading to the collapse of the giant's loss. "Concentration of resources, concentration of power" to Shi Yuzhu more profound significance.
Second, the focus of the product target population. Brain platinum first focused on insomniac middle-aged and elderly people; "The Journey" focused on adults who had just entered society; and gold wine focused on people who needed "filial piety to their elders".
Again, the focus of advertising firepower. Shi Yuzhu starts the market in each province from the smallest city. He poured all his punches at the advertisement. Local television stations and newspapers are intertected to persuade consumers in depth. Brain platinum started from Jiangyin, then played Wuxi, and then started Nanjing, Changshu, Changzhou, Jilin ... This is the "fire of the stars, can be the original." This was followed by the successful launch of the national market.
Concentrating resources, concentrating crowds, concentrating the market, will create local superiority forces, which is the essence of Mao Zedong's strategic thinking, and now Shi Yuzhu will use it in the commercial war.
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