The following two articles analyze Wang Po's selling melons from two different aspects, which belong to public relations case analysis. I don't know if it's appropriate.
Selling melons must boast, and the fragrance of wine is not afraid of the depth of the alley.
As the saying goes, "Wang Po sells melons and boasts herself", which is somewhat derogatory, but it also shows that the ancients in China have long understood the way of commodity sales. Nowadays, in the commodity society, the sales of products must rely on various advertisements to promote, expand influence and increase sales. So, today, we want to clear the name of the clever Wang Po, to prove the correctness of its sales method, and learn a lesson from it-Mrs Wang sells melons, which is bragging! The old saying that "the fragrance of wine is not afraid of the depth of the alley" has always been respected by traditional businessmen in China. It particularly emphasizes the importance of product quality: as long as the wine is fragrant, it is self-evident; As long as the product quality is good, it will sell well everywhere and be invincible. Admittedly, this kind of management thought naturally makes sense, otherwise it will not be talked about for many years. However, it is undeniable that "the fragrance of wine is not afraid of the depth of the alley" only considers the very important factor of commodity entity. From the point of view of marketing, any commodity can be welcomed by consumers and sold well in the market only if it has four elements: good quality, appropriate price, clever promotion and reasonable distribution. What's more, the product quality is not simple and good, and the market demand should be fully considered. Otherwise, if a product is popular for a period of time, it will be put into production one after another, resulting in oversupply and losing in the market competition. In addition, even if the product is produced according to the market demand, if the product is not well publicized and made "kept in the inner room, no one knows her", then people will not know the taste, and I am afraid it will be difficult for the wine to get out of the lane no matter how fragrant it is. In ancient society, commodities were scarce, output was limited, and various information dissemination was underdeveloped. So, in that case, the wine is naturally not afraid of the deep alley. However, it is a long memory. Today's world is a world of advertisements: TV advertisements, radio advertisements, newspaper advertisements, carriage advertisements and so on. There are countless advertisements, and even people will come to advertise politely, just like winking at lovers in the dark. If advertising is done well, we can properly publicize the advantages of goods, and people will buy this kind of goods according to their own needs; Otherwise, even the best product, even the person who needs it most, will pass him by. In a word, if in the 1970s, many companies debated whether to advertise their products, then in the cross-century today, enterprises can't survive without advertising in a highly competitive industry. Mas, a world-famous food company, has learned a painful lesson. For a time, it produced a kind of canned food with good quality, which sold well in the market. The company thinks this product is impeccable and always ahead. Therefore, its president ignored the repeated advice of the advertising company and made a bold decision to stop advertising, thinking that this decision could save 3 million dollars every year. Unfortunately, however, the company's canned food sales plummeted shortly after the advertisement stopped, and its name was almost forgotten in the market! At this point, the smart-ass president suddenly woke up. But it's too late! The advertising company told him that restoring the market is more expensive than maintaining the market, and spending another $3 million may also be wasted. The painful lessons of others are worth remembering. But the successful publicity experience of others is worth learning. Chrysler is a successful example of using public relations well. 1978, Chrysler was on the verge of bankruptcy. In order to revive Chrysler, its manager Iacocca first set a goal-"to make Chrysler stand in a sound financial state". But to achieve this goal, it means that the government and the public must give help and support. From 1979, he concentrated on a large-scale advertising campaign, and took "not selling cars, but promoting Chrysler's new image" as the purpose of this large-scale advertising campaign. In the advertisement, he explained Chrysler's needs to the public and put financial pressure on the government. Will America be better without Chrysler? Chrysler has so many problems that no one can solve them? -Is Chrysler's leadership strong enough to turn the company around? -Is Chrysler strong enough to turn the company around and save itself? Does Chrysler have a future? As long as you see these problems, you will know that what it promotes is exactly what the public wants to know. Through these self-questioning propaganda, Iacocca dispelled public doubts and restored public confidence in Chrysler. 198 1 year, Chrysler focused on "the regeneration of an American company" and shaped the overall image of the company. 198 1 year, new Chrysler products came out again. What it said to the public this time is: "If you find better protection, adopt it; If you find a better car, buy it! " You see, what a clever "old woman sells melons and boasts." In the spring of 1983, Chrysler's stock rose from $5.5 per share in 1980 to $27.5. At the same time, it also obtained an automatic loan of $400 million and an interest-free loan of $30 million from the government. This is the reward of this public relations promotion. So facts speak louder than words: the smell of wine is afraid of the depth of the alley. Therefore, while brewing fragrant wine, we should walk out of the "deep alley" with the spirit of Wang Po and the ingenuity of Chrysler, and let fragrant wine conquer everyone!
Praise from others is the most effective.
Although "Wang Po sells melons and boasts herself" can attract many customers, it inevitably makes people feel dubious. After all, you are talking to yourself. Therefore, the best public relations means to shape corporate image still depends on communication. Just as smart women pay more attention to temperament than clothes, the best way to spread it is to say it with other people's mouths. Because your own praise and others' praise have completely different effects. In particular, some people's blind boasting is not only offensive, but also unable to convince each other. For example, in the second quarter of this chapter, American businessman George came to China to seek a partner. Among them, the leader of a large domestic enterprise boasted to George smugly: "Our enterprise has more than 2,000 employees, and its profits and taxes last year were more than 7 million yuan, which is absolutely strong!" As a result, his conceit and complacency not only revealed his own bottom, but also scared away the clever George. It can be seen that such blind boasting is not desirable. "Citizen" watches, which are famous for their technology at that time, don't sell well. In order to get rid of the unsalable situation, the manufacturer published a message in the newspaper, saying that a plane would leave some watches somewhere at a certain time, and whoever found them would have them. So, people came to a place to wait on time. When everyone found that the "citizen" watch falling from a height of 100 meters was still very accurate, they couldn't help but marvel and rushed to tell each other. Therefore, "Citizen" watches are famous, worth a hundred times in the market and sell well. Because its high quality is not boasting, but directly comes from the praise of others! If the factory just made a few general advertisements such as "accurate travel time, waterproof and shockproof", there would certainly not be so many people running around telling each other and publicizing them for free. 1984, after China first announced its participation in the Olympic Games, Tianjin Watch Factory immediately got ahead of other manufacturers, distributed its Seagull brand watches to all athletes, coaches and staff who went to the United States to participate in the Olympic Games, and specially made the Olympic logo on the watches. For a time, the slogan "China athletes March into the Olympics, seagulls fly to Los Angeles" spread all over the country, making "seagulls" famous at home and abroad, and everyone knows it. Taking advantage of the great influence of the Olympic Games, the factory improved its popularity and won public praise. This is similar to the strange way that Citizen won the world and gained high popularity and reputation. But in the final analysis, the success of both is due to the praise of others. If you are determined to "go your own way, let others talk!" Then we must pay attention to: "good things don't go out, bad things spread thousands of miles." Just as you want to be invincible in the fierce tide of commodity economy competition, you can't "let others have the final say"; But we can't stop others from saying it, so the only thing we should and can do is to guide others to say it! As for how to guide the media and the public to discuss the road we are taking, whether it can stand on a fair and objective standpoint, realistically speaking, it depends not only on the communicator, but also on the effect of our public relations. No matter which way you take, remember: we have only one purpose, that is, to let others praise me! Let the world know me! Let the public love me! As we all know, if an authoritative person praises a book, everyone will think it is a good book. Even if the author is just a little-known young man, many people will admire it and buy it. Actually, this is an illusion. People tend to confuse people they admire with books worshipped by celebrities. This psychological phenomenon is very common in daily life. All kinds of commercial advertisements often employ celebrities or authoritative people to publicize, which takes advantage of people's psychology. Moreover, audio-visual advertisements can be played repeatedly, so that the characteristics of goods are deeply imprinted in the hearts of the audience. It can be seen that the praise of others is very useful, and the praise of celebrities seems to be more useful. Therefore, a salesman who is good at talking will often quote the praise of celebrities or authorities to improve the value of his products, prove the authenticity of his marketing language, and thus induce the consumer psychology of customers. Of course, it is not enough to promote sales with the praise of others, so it must be quoted properly. Otherwise, it will be counterproductive when promoting the characteristics of goods. For example, a winery that produces health wine is going to use TV advertisements to promote it in order to expand publicity and improve product popularity. With modern bathroom equipment as the background, they hired two "big names" to publicize and try to catch young white-collar workers who are used to high consumption. As a result, I was disappointed. Because, regardless of men, women and children, the mentality of health wine requires safety and trust, rather than emphasizing novelty and fun. This example can be said to be a great failure in using other people's praise skills. Therefore, when we quote the praise of celebrities or authorities, we must first grasp the audience's expectation psychology, understand each other's needs, and properly use this skill to achieve the greatest effect. For example, if you want to convince a customer who likes to use new technology products, you can casually say, "Dr. XXX, the Nobel Prize winner, also said the same thing." In order to attract each other's attention. As the saying goes, "everyone has a reputation." Sincere praise from others will build a monument to your reputation in the world. Please cherish this hard-won opportunity! Use your products, your sincerity, your sincerity, your wisdom and your achievements to win applause and praise all over the world! Third, it is taboo for salespeople to offend customers. Because, behind every customer, there are many potential customers. They are all looking at your manners and manners to the customers in front, so as to decide their own advance and retreat. Joe girard is the greatest car salesman in American history. Shortly after he became a car salesman, one day he went to the funeral home to mourn the mother of a dead friend. Holding the mass cards issued by the funeral home, he couldn't help wondering a question: how do they know how many cards to print? The host told him that according to the number of signatures in each autograph book, the average number of people paying homage to a deceased person here is around 250. Another day, Gillard went to a friend's wedding. When he met the owner of the auditorium, he asked him how many guests there were at each wedding. The man told him, "There are about 250 brides and about 250 grooms." This series of 250 people made Gillard realize a truth: "Everyone has many acquaintances and friends, even far exceeding the number of 250 people. In fact, 250 is just an average. " Therefore, for salespeople, offending one customer will offend another 250 customers; If you drive away one buyer, you will lose another 250 buyers; As long as you embarrass one consumer, 250 consumers will embarrass you behind your back; As long as you don't like someone, 250 people will hate you. This is the famous "250 Law" of Gillard. While revealing the influence of every customer, it also tells you that every customer is a "god". Even if you only offend one, it is equivalent to offending a series of "gods". You can't afford to offend! On the contrary, if you win a customer, you win at least 250 "gods". Using customer introduction to find potential customers has long been a common method to broaden the customer base in today's business community. For example, we can introduce one by one from customer A to customer B, and then to customers C and D, just like a chain reaction in chemistry. Western businessmen call it unlimited chain introduction. Salespeople can ask existing customers to introduce one or more possible "potential customers" in each promotion. In real life, people always communicate with each other on the basis of certain interests, needs, interests and hobbies, and finally form a social circle. Therefore, members of this social circle often have some similar consumer needs, forming a customer group. And they know each other, trust each other, and sometimes "infect each other." Therefore, as long as you can win over existing customers, he will be very willing to introduce you to his friends. Moreover, the introduction of customers can make salespeople avoid blindness, reduce mistakes and gain the trust of the introduced people, thus improving the success rate of sales promotion. However, the key point of using this infinite chain introduction method is that you must first win the trust of existing customers! In the relay race, only when the first stick reaches the hands of the second stick can the second stick be passed. By the same token, only by spreading the word can it spread from one hundred to one hundred, from one hundred to one thousand, and so on. And to do this requires, "communication must seek communication"! Because, the spread may not reach. Only the communicated information can produce effects and concrete economic benefits. "Dongbao" Company is a famous film department in Japan. This company once produced a feature film called Meiji Emperor and the Russo-Japanese War. In order to make this film a household name and an instant hit, the company hired thousands of part-time students when it was released. Let them spread and praise the story of this film in groups on various occasions to attract public attention. Sure enough, within a few days, the film was popular in Japan and the cinema was full. Finally, the company made a profit of eight times the cost of making this film! What a typical example of using "rumors" skillfully! Obviously, as long as you make good use of rumors, your customer base will snowball. But there is no denying that sometimes your competitors will create some "rumors" that are not conducive to you, cheating and framing you. At this time, you should "use the child's spear as a shield to trap the child" and make a counterattack of "turning mistakes into mistakes". At a press conference held by a company, a competitor maliciously asked, "Your company is already heavily in debt. It is said that you borrowed 20 million Hong Kong dollars! " The president of the company smiled and asked, "A well-informed person just told me that your company closed down a few minutes ago. Did you hear that? " The president did not directly refute the other party's attack, but asked the other party in a sarcastic tone. This dismissive gesture not only indirectly denies the malicious questioning of the other party, but also implies that this is just groundless. You see, this wonderful answer of "turning mistakes into mistakes" is far more effective than any excuse and rebuttal? When we use "rumors" to promote products, we should avoid spreading false information, false words, malicious slander and gossip. Don't forget, winning the trust of customers is the key to "communication is essential"! If the rumors you create are not worthy of the name, once the truth comes out, you will be ruined and even violate the law and be punished! Therefore, the magic of rumors lies in how you use them. Used well, it can lay a solid foundation for you to build a successful building on it; You can also build a step, send you a cry, stand out and climb the ladder of success. But if you are not careful, rumors may also build a high wall for you, blocking all your connections and opportunities! Please be careful with rumors! Please use rumors skillfully! Please use rumors wisely! Let rumors spread your good reputation from one to ten, from ten to hundreds, and from one to thousands.