Did you note and pay attention to the soft cultural marketing?
Hard cultural advertising and marketing, such as McDonald's, "I love it!"; "A hundred tales taste of the sun," Vivian soy milk; Procter & Gamble for its Head & Shoulders dandruff done advertising, advertising and marketing all of these have in common is the image of their product features or cultural patterns hard to sell to consumers.
But they overlooked one important aspect: consumer awareness is the only saving habits lasting memories of the things they are interested and those who take the initiative in their own memories of things, but for those who are not interested in things that can not be called their own instant memories.
93.5% of the people are disgusted with hard cultural marketing advertising. As we all know, a product only be known by consumers there is a greater chance to selling. Advertising and marketing, became an important part of consumers to buy essential process. After nearly a century of development, hard-cultural advertising reached its peak in the 21st century, and the peak of prosperity along with this kind of advertising, the extent of its consumer antipathy has also reached an unprecedented peak.
Coca Cola's "secret"
Hard cultural marketing advertising repeat the corporate brand once again, so that want to use repetition to make consumers remember their brand. The soft-cultural marketing advertising is using some of the public service or stealth advertising to seize the attention of consumers, and then let consumers take the initiative to remember their brand.
The biggest difference between soft and hard-cultural marketing is soft cultural marketing focus on consumers to voluntarily remember your brand image, while the hard cultural marketing is forcing consumers remember your brand image.
Coca Cola’s soft cultural marketing showed a completely different brand communication idea.
Coca-Cola's secret stored in a vault, the security is very tight, and this close is a world unimaginable. If the company where people want to query this"recipe", then that person must first apply, upon approval by the trust's Board of Trustees full authority to get the keys to the vault. Also strict provisions, vault doors to be opened must meet the following two conditions, first, the officials present, second, opens in the specified time. So far, know that less than10 people in this recipe. So, so far, less than 10 people know this recipe.
We are difficult to trace whether the recipe is true, but one thing we can be sure their soft cultural marketing is indeed very clever, because everyone will be interested in this secret. I'm sure, as long as about secret, you see it again will not forget. This is the soft-cultural marketing initiative brand recognition than hard cultural brand marketing subtleties.
Let us look at the soft power of culture marketing.
In December 2006, China's private enterprises Spring Airlines as a result of the sale of one yuan cheap tickets, be punished by a fine of $ 150,000 Price Bureau.pass theplan full of soft cultural marketing, let us now look at the spring airlines on the branding strategy, for it was nothing.
Through this plan, brand recognition and acceptance of Spring Airlines has risen 45.9%, but a brand if you want to achieve the same effects, should cost millions or tens of millions of hard-culture advertisement dissemination, Spring Airlines has spent only150,000.
After the events of the soft cultural marketing, consumers offered Spring Airlines had a perfect position,Spring Airlines low fares, this perfect location coincides with Spring Airlines positioned itself exactly.
The biggest difference between soft-cultural marketing and hard cultural marketing is that the soft-hard cultural marketing for customers in the psychological spontaneous initiative to identify your product image. And hard culture marketing is brands with high frequency advertising to force the customer to agree with your product image.
There is a "well-known law" in psychology, refers to a stranger when you are familiar with a friend at the same time to borrow money from you, and now you can only lend one of them, you are more inclined to lend that you are familiar with. Similarly, the product brand marketing, too, when you not understand a product brand, and has produced a profound imprinted in your brain brands put together, which will you choose?
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