Recently, whether it is on TV, in the newspapers or on the Internet, there have been endless incidents of jumping off buildings because of failure to ask for a salary. Of course, as the protagonists of the incident, whether they are migrant workers, sales girls or other groups of people, while we sympathize with their experience and condemn those black-hearted companies, we also feel a little bit about their helpless adventures and ignorant behavior. Sad.
Of course, just like the positive characters in the TV series will have a relatively happy ending, the jumpers often end up getting social attention and media exposure, resulting in a series of chain reactions and finally getting their hard-earned money. They will also bear the responsibility of "disturbing public order" because of their irrational behavior. This is supposed to be the end of the matter, but the author is thinking, why do these salary-seekers use this slightly extreme method to ask for their own salary? What is the substantive significance for SMEs in the current global financial crisis that they are in a weak position to succeed in the end?
1. Small cost, big effect
As we all know, the inherent disadvantage of small and medium-sized enterprises is insufficient funds, which is impossible in marketing and promotion.
Like Procter & Gamble and Coca-Cola, they spend a lot of money on corporate image and product promotion. Therefore, small and medium-sized enterprises pursue big things with little money. Of course, if such thinking is not used properly, it is conservative, and will consume the wealth accumulated by the enterprise in the long run, and will not achieve any good results. Of course, there are also a very small number of small and medium-sized enterprises who will seize the fleeting opportunity in the process of market operation and become popular by spending small money to do big things. This is the example we have to learn from. Just like jumping off a building, it doesn't cost a lot of money, all you need to do is find a high platform, climb up and wait to solve the problem. Compared with gift-giving and violence, the investment is indeed much smaller (although we do not agree that such things often happen)
From this, we are reminded of " 84 Disinfectant" and "Baiyun Mountain Banlangen" in 2003 . With the help of the whole country's panic about SARS, through very few drug donations and public service advertisements, this part of the investment only accounts for 1/3 of its daily advertising expenditure , but the income obtained has indeed increased by several hundred percent. This kind of marketing idea of relatively small investment but obtaining absolutely large benefits is worth learning from!
2. Event Marketing
The reason why most of the jumping off the building for salary demands in the past two years has been effectively resolved, on the one hand, is the continuous improvement of social development and the introduction of relevant laws to protect Latest Mailing Database workers; The attention of both employers and employees has triggered a series of social discussions and accelerated the time-to-solve process. For this reason, from a marketing perspective, it is also a process in which event marketing attracts the attention of the audience and improves efficiency.
After the traditional advertising-driven, channel-driven, personnel promotion and other marketing methods fell into a state of input-output imbalance, various new marketing methods and models emerged, one of which is "event marketing". Among them, the most representative is the usual event hype in the entertainment industry, which seems to be unsuccessful! For enterprises, the huge communication effect brought by event marketing is long-term and considerable. Whether it is Baiyun Mountain in the SARS incident in 2003 , Wanglaoji in the Wenchuan earthquake in 2008 , or Li Ning in the Beijing Olympics, they are all leaders in this regard. Of course, it should be noted that the grafting of events cannot be far-fetched, and do not combine completely unrelated products and events, which will only end up in an embarrassing scene. Such as the combination of pharmaceutical companies and model competitions, this is a nondescript failure.
3. Eyeball effect
In order for a product to attract audiences, it must have means to attract attention, so that through this novelty, memory
The powerful eyeball effect arouses the audience's desire to buy, so that the final transaction can be obtained. It can be seen that the importance of enhancing the eyeball effect of products is the focus of business operations.
The reason why the people who jumped off the building to ask for salary finally solved the problem is precisely with the help of such an eyeball effect. We can recall that most of the places where those who jumped from the building to ask for a salary are at a very high location, and prominent personal events will naturally attract the attention of many people, including TV, newspapers and other media. So people have speculated: Why do you want to jump off the building when you are alive? After attracting enough attention, the answer will naturally be announced because he is exploited by the black-hearted boss and cannot lead the salary. Coupled with the testimony of the workers and the really sympathetic poor working and living conditions and meager wages. All of this will quickly form a complete chain, and eventually alarm the industry authorities or construction parties, in order not to produce relatively bad social repercussions, they will often solve the problem quickly. It can be seen that the eyeball effect plays an important role in it!
The publicity and promotion of enterprises also need such eyeball stimulation. I remember the Nike commercial I watched on TV recently. The two teams led by Tracy McGrady and Duncan were excitedly preparing for the game. Listen to the storytelling situation next time.