From Alipay to Luo Yixiao, which one should focus on is results or the bottom line?
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On November 30, 2016, the " Luo Yixiao " donation incident was no longer just a hot topic. Too many people experienced an overflowing love and a collapse of trust in the past few days. Everyone said that the rare kindness was ruined by a premeditated marketing campaign . I saw a fan messaged me: Let’s talk about it today. We will not review the process of the "Luo Yixiao incident". A girl suffered from leukemia, and her father sold articles to raise funds. The main reason for this fundraising was that a P2P company was involved. The seemingly simple marketing rule of "donating one yuan for each forwarding" was actually a kidnapping of love. However, these did not seem to be the reasons for the explosion on the 30th after the love was ignited. It was revealed that the girl's father Luo Er had "three houses and two cars (he later stated that he had three houses, a car purchased in 2007, and a bicycle)", and the hospital announced that it only required a payment of tens of thousands of yuan for 70% of the social security reimbursement. This contrast was really unbearable for donors, the media, and enthusiastic people. I read a lot of comments and followed the whole process. I didn’t write an article that day, but I posted two messages on WeChat Moments: These two circles of friends have expressed my main points! 1. Using the name of public interest to pursue personal interests Although the behind-the-scenes operator "Liu Xiafeng" later said "do good things to the end, and don't be afraid of cold comments", if we all believe that your original intention was to help "Luo Yixiao", the marketing traces would be a bit too clumsy. 1. Clumsy gameplay: One yuan for each forwarding seems to be an idea of "insight" into human nature, a true story, a very touching article, a father who is eager to save his daughter needs more people's help, and the brand is implanted in the middle. However, everyone can participate by simply forwarding it, and the brand will support it with 1 yuan. I want to ask, who did you learn this idea from? As early as 2001, Nongfu Spring and the Beijing Olympic Bid Committee jointly launched the first "one cent" campaign. As long as you bought a bottle of water, you supported the Olympics by one cent. Many athletes endorsed this advertisement, which inspired the whole nation to participate in the Olympics. Later, this "one cent" campaign was used in many public welfare projects, and many brands followed suit. Nongfu Spring’s early planning did attract everyone’s attention and is still fresh in people’s memory. However, when the brand was combined with charity and insufficient information disclosure was done, it lost credibility. It seems that the two are not the same. One requires the purchase of products, and the other is just a forwarding, which does not require users to purchase the brand's products. I made a picture for your reference: The two are consistent in marketing logic and essence. Users have made "behavioral participation", which is a connection with the brand. However, this activity satisfies the user's feeling of "psychological participation", that is, "I forwarded it, I donated my love, I helped the little girl, and she will be saved." This psychological drive will lower the threshold of "behavioral participation" and speed up the process. 2. Weak brand awareness: We have no reason to deny the original intention of the planner. Saving lives is right, and anyone with good intentions will do it. But what we are discussing here is that the operation of a "marketer" ruined the entire beautiful good deed, and a charity event was distorted. Why do we say that brand awareness is weak? First, if you really want to help sick girls You can just initiate donations on your own brand and then provide relief in the name of the brand. Doing this will be of practical help to girls and will also enhance the brand's reputation (it's hard to say how many people know about this, as it depends on participation and subsequent dissemination). Some people may say that this method is too common and not as effective as this one! Is there really no such effect? It has caused negative impact. Even Xinhua News Agency, People's Daily Online, and government agencies at all levels are paying attention to this incident, which is good for the brand. It seems that being famous for negative things is not a good thing. Second, if you really want to promote your brand The practice of donating one yuan for each forwarding seems to attract a lot of attention and forwarding, but the users who remain are not "loyal users" and have little connection with the corporate brand. They have no use for the product and this activity is just a superficial understanding of "one cent for a bottle of water". Fortunately, up to now, most people think that the brand of water is not bad. 2. Marketing bottom line must be adhered to Many people make mistakes, including marketers. For example, Alipay, which Wang Sicong called a "payment madam ," launched circles such as "Campus Diary" and attracted rewards with some revealing photos. Many people took advantage of the loopholes and posted "online pictures" to cheat money. Whether this was intentional by the authorities, only the parties involved know. However, from the starting point, to supervision, to the fermentation of the incident, and to the subsequent internal letter sent by Alibaba executives and Jack Ma's voice, the attitude of "wrong is wrong" is worthy of recognition. However, such marketing is obviously not the first time in the industry. More companies like to play by the rules. This mentality of "seeking benefits at risk" is really dangerous. Netizens drew a picture and wrote "Money + sex = human nature?" Think about it, from Alipay to the "Luo Yixiao donation incident", this is an exposure of different human nature. This day made many people feel that "marketing is really disgusting". Yes, after being deceived, it turned out to be a marketing trap. It would be abnormal not to feel disgusted. I have never supported such so-called marketing events. Marketing that has no bottom line to attract attention is not worth learning from, but we need to keep it in mind and not follow in their footsteps. As a marketer, you must know what to do and what not to do. It's not that you have to sell aviation accident insurance when a plane crashes, and it's not that you have to sell safety products when someone is robbed, has a car accident, or has other vicious incidents... After talking about so many bad things about other people, what should we do if we encounter problems? Let me talk about myself first! If you are in a situation where you need help, here are some suggestions: 1. Initiate crowdfunding: There are many such crowdfunding platforms at present. Some time ago, in a reading club I participated in, everyone donated money to one member, which was to use the power of the community . 2. Find a public welfare organization: There are still many professional and vertical public welfare organizations. Think of more ways. This will not occupy social resources, but make the resources more valuable. In addition to official organizations, there are also non-governmental organizations and public welfare on major platforms, such as Tencent Charity. 3. Seek attention from big Vs and media: Write clearly what happened and @ some big Vs on platforms such as Weibo. As long as your event is true, there will be many people willing to help. There are already many such events. 4. Seek help from people around you: Your friends know you best. Friends are there to help you in times of crisis. Make more good friends and naturally someone will help you when you encounter difficulties. I have participated in the work of many public welfare organizations. Earlier, I participated in this public welfare activity as one of the chief planners of the Mother's Water Tank Five-Year Anniversary Action. Later, I participated in the promotion of cleft lip and palate of Smile Train. I helped the public welfare organization to promote it, painted the walls in the countryside, attracted the attention of authoritative media, and appeared on the "News Broadcast", so that more patients could receive free treatment. In more than ten years, hundreds of thousands of cleft lip and palate patients have been successfully cured. Public welfare needs marketing and needs to benefit more people. If you are the marketing director of a brand and are ready to do charity work. 1. Adjust your mindset: Since it is a public welfare, don’t put the effect first. If you don’t have a public welfare heart, don’t touch such things. 2. How to spread: Earlier, Wanglaoji (the predecessor of Jiaduobao) donated money to the Wenchuan earthquake. Later, a viral activity of "buy all Wanglaoji" was "inexplicably" spread on social platforms such as QQ groups. This is marketing. The "behavioral participation" of this kind of user is post-placed, not something that needs to be done first. Instead, the brand does charity first and then "infects" users to participate. This uproar has nothing to do with love, but is related to "deception". Many people really care about Luo Yixiao and hope that she will recover soon. This love is the most important. All the waves are caused by the forced "marketing". Will those who have been "deceived" really not believe in "love" in the future? I think your love has always existed because it is good. However, I hope that through this article, more marketers can encourage each other and keep some kindness in their hearts before marketing. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by the author @魏家东( Qinggua Media ). Please indicate the author information and source when reprinting! |
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