First, the conversion rate of 193 1 of Baique Ling is low.
The advertisement "193 1" made by the local climate investigation team for Baique Ling promoted the customized gift box "Moonlight Box" for Baique Ling's Mother's Day by telling a suspense story with a miraculous turning point in the Republic of China. Nostalgia and the reversal of gods in the Republic of China created a phenomenal screen. Behind the reading volume and the explosion of friends circle is the bleak marketing data. The reading volume of 193 1 is 30 million+,but the conversion rate is less than 0.00008. The monthly sales volume of Tmall of "Moonlight Box" is only over 2,000.
Analysis:
The reason for the low conversion rate of 1. Baique Ling's 193 1 is that the audience is different from the target audience. Users who read, like and brush the screen are not consumers of Baique Ling, and the reading volume of 30 million+is basically contributed by advertisers themselves.
2. The positioning is not accurate. Baique Ling aims to attract young users, but the product itself can't attract young people with highly dispersed consumption power, while Baique Ling's loyal users are generally older women, who only pay attention to products in traditional media, or it can be said that Baique Ling doesn't sell products in the way they like.
Baiqueling has been marketing in a way that young people like, but it ignores the needs of loyal users. It is difficult to really attract young people just because of the changes in marketing. Only when the product itself changes will it attract young users.
Second, McDonald's sensational marketing was complained.
At McDonald's in England, a boy and his mother are talking about his long-dead father. In his mother's description, the little boy found that his father was simply a male god, good at sports, clean and tidy, and was deeply liked by girls. Compared with his biological father, the little boy realized that he was like a clown, having nothing in common with his father, and inevitably fell into a strange circle of depression.
At this time, the frustrated little boy is going to relieve his mood through the activity of "eating". When he was about to eat McDonald's, his mother told him that his father actually liked to eat Mai Xiang fish hamburgers as much as he did, and the little boy suddenly felt similar to his father. After the advertisement was broadcast, a psychotherapist said that he received many phone calls from parents, and many children who lost their father or mother felt very sad after watching the advertisement of McDonald's.
"The pain of losing loved ones can be solved by a McDonald's?" "Does McDonald's want to associate its products with the painful memories of consumers? It's terrible. " Such doubts never stopped, and finally the advertisement was forced to be removed.
Analysis:
1. Most cases of marketing failure are due to mistakes in market cognition. In the era of social media, controversy itself has become the source of advertising communication, a free publicity for advertisers and brands, and a marketing tool.
2. Incorrect values lead to the deviation of marketing direction, ignoring the overall emotional direction, and the topic is heavy.
Third, the concept of arowana "1: 1: 1" healthy oil was questioned.
The so-called "1: 1: 1" of arowana is actually the recommended standard of China Nutrition Society, which refers to saturated fatty acids, monounsaturated fatty acids and polyunsaturated fatty acids in edible oil. The ratio of these three species is 1: 1, but actually arowana is. This confusing practice was calm before Arowana pushed itself to the high stage of public opinion.
At the beginning of 2004, Arowana quoted Li Zhiwei, vice president of China Cereals and Oils Association, as saying that "single oil has bad effects on health", which was considered to be aimed at Lu Hua, who claimed to be an expert in peanut oil crushing.
Lu Hua fought back in the shortest possible time. First, in the name of the Grain and Oil Association, it was published that the authoritative speech of Li Zhiwei, vice president of China Grain and Oil Association, was used by manufacturers with ulterior motives. So far, there is no edible oil with balanced nutrition ratio on the market as 1: 1. As soon as this response came out, it immediately caused widespread discussion in society, and Arowana was instantly involved in the whirlpool of public opinion. Finally, Arowana had to change the concept of "1: 1: 1" to "0.27: 1: 1".
Analysis:
1. In the layout of marketing strategy, Arowana simply pursues the market effect brought by slogans, ignoring the scientific rigor of edible oil, and makes a concept copy that seems perfect but lacks scientific basis. In line with the intention of insinuating the opponent, I didn't expect the opponent not only to fight back, but also directly pointed out that there were loopholes in the healthy oil concept of Arowana, and Arowana had to adjust the marketing concept copy.
Lu Hua can fight back in such a short time. It must have been as early as when Arowana introduced the concept of "1: 1: 1" blending oil. People know that this is a wrong concept marketing, but it does not point out the necessity of error. Unexpectedly, arowana hit the gun itself, so how could Lu Hua miss such a good chance to fight back? It is unscientific and immature for Arowana to seek a firm foothold in the market through simple slogans, and it is doomed to be a road of failure.
2. The strategic layout is to consider the consequences, and there is no verification, which leads to product defects and public criticism. Sincerely produce and sincerely face consumers.