"How to spend small money to do big things" is a "soul torture" that every practitioner has to face. Even the top marketing giants in the industry have lowered their heads in the face of high marketing costs. Take Procter & Gamble as an example, it has been reducing marketing expenditures in recent years: from 50% of advertising and PR agencies in 2014, reducing marketing costs by $2 billion, to planning to reduce marketing budgets by $400 million from 2018 to 2021. However, reducing the budget does not mean being stingy. On the contrary, brand owners are increasingly focusing on the integration of product and effect, hoping to improve the performance of marketing efficiency. Procter & Gamble's sales in the second quarter of 2019 illustrate the effect:
the current quarter's sales of $17.1 billion exceeded the $16.5 billion in the same period last year, and the bad argument of "cutting marketing expenses and dragging down performance" is self-defeating. It seems that it is not a lie that the budget is less and the effect is better. If marketing is compared to taking a flight to a destination, most companies would probably have to sit in "economy class" instead of "premium first class" because it costs less and can reach the destination as smoothly as expected. marketing effect. How to fight a beautiful marketing campaign with a reduced budget or even a very low budget to achieve expected or even more than expected marketing effects? Next, fasten your seat belt, put away the small table, and Bulk SMS Service read this practical guide to flying in the marketing "economy class". 1. Use low-cost marketing media to create "strong MEME" Why have the annoying dog Doge, the sad frog Pepe, the smirking boy, Yang Chaoyue, the black question mark face, etc., have become popular on social networks at home and abroad in recent years? Because they are typical "strong meme" spokespersons. Their exaggerated or joking expressions unconventionally reflect the emotions of most people, which is impressive. They have prominent features and are extremely inclusive, and everyone is willing to share them and copy them easily. 3,000 yuan to achieve 100W+, three tips for taking the marketing "economy class" In 1976, British animal behaviorist and evolutionary biologist Richard Dawkins created a new concept of "meme" in his book "The Selfish Gene", modeled on the word "gene". Refers to the smallest language unit in cultural transmission.
Meme theory describes "meme" as a "thinking virus", and there are strong memes and weak memes: in the meme competition for the purpose of occupying the human brain, those who have successfully replicated and spread widely are strong Memes, which are characterized by simple syllables, easy-to-understand language, and intensification of core concepts . It is the dream of every marketing practitioner to realize the "out of the circle" and self-propagation of marketing, so in marketing activities, how to create a "strong meme" that is similar to the above symbols and can arouse people to imitate it? In fact, creating a marketing language that fits the characteristics of a "power meme" and cleverly using low-cost marketing media is the key. Recently, 360 launched a new router called 360 Home Firewall·Router V5S. It is a "standing" router with a geometric shield on the front. In order to promote this "standing" router, 360 made a series of interesting attempts. In order to highlight the two characteristics of "standing" and "good signal", 360 has designed a set of comics with the theme of "standing is the big brother". This series of comics is cut from the perspectives of boxing competitions and saunas. For example, in the "Routing Cup Boxing League", it is explained through comics that it is not the big brother who is beaten by the opponent in the boxing competition, and finally stands firm. It is the eldest brother, who uses the life scenes that users generally resonate with to express the product characteristics of "the router stands on a better signal", which is light-hearted and highly