Marketing means whether it's big or small. It can be a stitch and a thread, but it can be a multinational group. But in essence, they are similar. Marketing is by no means difficult and low in the minds of ordinary people, and there is no mystery in the hearts of ordinary people. It is just a life test and way of life, but it exists in a free and unstable state. It can not only make you earn no money, but also make you rich and prosperous. So? Let's take a look with me. I hope you will be satisfied. Thank you.
The marketing brilliance of Golden Partner 1. Leverage the China Nutrition Society to increase the credibility and authority of the product
The author guesses that the planner of Golden Partner believes that the promotion of vitamin products can never be as fascinating and irrelevant as the promotion of melatonin, so as to increase consumers' trust in the magical effect of melatonin, thus stimulating their craving psychology. In order to make consumers quickly identify with the golden partner, firstly, they adopted the strategy of combining with China Nutrition Society, the authoritative academic institution of nutrition in China. The golden partner is the only vitamin product developed and recommended by China Nutrition Society, and its formula is called the most scientific formula jointly tackled by more than 7,311 experts from China Nutrition Society, which has to convince you of the absolute authority and scientificity of the product in vitamin supplementation. The second is to cooperate with Roche, Switzerland, and the world's largest vitamin giant provides raw materials for the production of gold partners, ensuring the authenticity of raw materials and world-class high quality; Third, the China Nutrition Society held a seminar on micronutrients and national health in the Great Hall of the People, and an authoritative academic conference on nutrition was held by authoritative academic institutions, calling on consumers in China to attach great importance to various serious diseases caused by unreasonable dietary structure and vitamin deficiency, and to strengthen the intake of trace elements such as probiotics. Authoritative academic institutions promote the golden partner, which is a technique never used in melatonin communication strategy, and this technique is undoubtedly more brilliant.
The marketing genius of Golden Partner 2. Enable sponsorship activities to expand the communication momentum
As consumers are increasingly distrustful or even disgusted with advertisements, especially those for drugs and health products, sponsoring sports and cultural activities, as a novel tool for brand building and communication, has changed the one-way communication and passive acceptance of advertisements, enabled more consumers to participate in the activities and narrowed the distance of communication with consumers. A large number of advertisements bombarded the marketing activities of melatonin, which greatly reduced consumers' goodwill and efficacy credibility. To this end, in the marketing promotion of gold partners, sponsorship activities are adopted as a means of communication. In September, 2112, Golden Partner joined forces with CCTV to sponsor the most professional costume design and model TV competition in China, and named this competition "The Third CCTV Golden Partner Cup Fashion Design and Model TV Competition". Among them, the costume design competition took "Golden Imagination" as the theme of costume design, and it was open to national and overseas fashion designers with China nationality and fashion design enthusiasts with a certain level to collect works. The model contest was organized by CCTV in strong cooperation with nine local TV stations in China, including Harbin Heilongjiang TV Station, Shijiazhuang Hebei TV Station, Zhengzhou Henan TV Station, Chongqing Chongqing TV Station, Hefei Anhui TV Station, Changsha Hunan TV Station, Xi 'an Shaanxi TV Station, Nanning Guangxi TV Station and Fuzhou Fujian TV Station. The contestants signed up for the competition at the registration points designated by any division. The third CCTV "Golden Partner" Cup Fashion Design and Model TV Competition will be broadcast on CCTV in early October 2112. We have reason to believe that the CCTV screen will present the vast number of TV viewers with bright clothes and natural charm, and bring viewers a higher level of beauty enjoyment. At the same time, the golden partner will certainly hold the hearts of consumers and have a good performance.
The marketing genius of the golden partner 3. The naming is hard to get rid of the golden word complex
Shi Yuzhu seems to have a soft spot for the word "gold" when planning health care products. Whether it is the initial giant "brain gold" or the "brain platinum" obtained by stealing the concept of melatonin later, the "golden partner" launched at present is indispensable, and it is all in gold.
The brilliant points of golden partner marketing 4. The concept of health care marketing comes first
Conceptual marketing is the magic weapon to win the marketing of medicine and health care products, which has long been a deep-rooted and unwritten law in the minds of pharmaceutical and health care industry marketers. It's natural to bring it with a thorough skill. At first, the marketing of Golden Partner also raised the banner of conceptual marketing like melatonin, but this time it was the brand of vitamin concept. Vitamins are not entirely a new concept for Chinese people, because many people already have some rational understanding of vitamins. However, these understandings are limited after all, and still need to be guided by concepts, so that consumers' understanding of vitamins can not only stay at the level of knowing one but not the other. The golden partner guides consumers through various forms such as popular science education. Shi Yuzhu knows that the market size of vitamins in China will never be less than that of tens of billions of dollars in the American vitamin market. Although brands focusing on vitamins, such as Good Survival, Viable Survival, 21-Jin Vita and Happy Growth, have emerged in the market, Shi Yuzhu is confident that the planners of these brands are not rivals at all in concept refining and promotion skills, and there are not many truly famous vitamin brands in the market, which is probably another important reason for Shi Yuzhu to finally make up his mind to fight the vitamin market.
Golden Partner Marketing Clever 5. Intensive bombing of high-altitude advertisements
Health care product marketing planners all advocate a creed, that is, selling health care products requires big advertising, from Feilong Yansheng Baobao Liquid to Sun God, from Coconut Island Deer Turtle Wine to Only One, from Hearts K to Melatonin, all of which have exploded consumers' pockets by the indiscriminate bombing of advertisements. People in health care industry know that there is nothing brilliant about melatonin advertisements, and some of them are even vulgar, but their unique feature is that although advertisements are bombarded indiscriminately, they are not annoying. The main trick is that they understand and grasp the psychology and behavior of consumers thoroughly and in place. Shi Yuzhu, who knows this well and applies advertising strategy to the extreme to create a miracle of melatonin, will naturally not give up advertising as a winning magic weapon and marketing weapon. In the advertising creation of golden partner, it focuses on rational appeal, and closely combines the efficacy appeal of golden partner with the combination of vitamins A, B, C, D and E through the naive, brilliant and childish "darling, really effective" of big-headed doll. In terms of advertising, the current visible strategy is still to take East China as the breakthrough point, and to carry out intensive advertising in Jiangsu Satellite TV and Shanghai Satellite TV, and to increase the channels and frequency of advertising. For a time, individual channels were preceded by melatonin advertisements, followed by golden partners. It is rare to see such a phenomenon that two products of their own are advertised at the same time.
The marketing brilliance of Golden Partner 6. Soft-text reports are explosive.
The soft-text strategy was adopted to launch the market of melatonin. At first, news reports, scientific reasoning and focus events were combined to launch "Can human beings live forever?" A series of popular science soft articles, such as "A day without defecation is equivalent to smoking three packs of cigarettes" and "A woman is forty, is it flowers or bean curd residue", etc., which appeal to the harm of lack of sleep and poor intestines to the human body respectively, skillfully combine the efficacy of melatonin with soft articles, and adopt a typical "grasping the heart" strategy, thus realizing the rapid start of the market with less capital investment and marketing expenses.