I believe everyone has read the article "Why is it always the marketing department that takes the blame?" published by China Ceramics Network yesterday. 》(If you haven’t read it, click here to review). This article vividly describes the hardships of the marketing department of ceramic companies. Although self-deprecating is a panacea, the people in the marketing department also work very hard to clear their name. Therefore, Zhongtaojun took a rough inventory of the brand promotion, product promotion, marketing activities, etc. of major ceramic companies in the first half of 2019, and was pleasantly surprised to find that the people in the marketing department are really a group of wonderful people. Let’s review it with Mr. Zhongtao~
A successful dealer summit starts with a good copy< /span>
■Owen Lai Ceramics: Becoming the Huawei of ceramic tiles
I have to say that Mr. Ren is awesome. Huawei has been a hot topic pursued by all new media during this period! Zhongtaojun believes that all Chinese people will be proud of the presence of Huawei in China, and also believes that all companies want to become Huawei in the industry. "Becoming the Huawei of ceramic tiles" is the theme of the 2019 Owen Lai Dealer Annual Meeting and New Product Launch. No matter what kind of brand strategic planning Owen Lai proposes for this goal, just this sentence is enough to capture It is the focus of attention. After all, in China, which has a fine tradition of being reserved and cautious, there are not many people who "dare to speak". Mr. Zhongtao believes that those who "dare to speak" are also more "daring to act."
Zhong Taojun also likes to follow Owen Lai's official account, and he always makes a surprising discovery: that is, Owen Lai's copywriting and pictures are really very thoughtful and thoughtful. .
The copywriting can always perfectly match the selling points of the product, and paired with matching pictures, the resulting tweets can make followers truly feel the brand and product. position.
■Matti tiles: Be Mr. Matti’s friend and live a sexy life
"Be Mr. Matti's friend and live a sexy life." As soon as he heard this copy, Zhong Taojun exclaimed, "Wonderful!" , you will feel that it is both friendly (reflected by the word "friend") and tempting (reflected by the word "sexy"), and "Mr. Matti" also reveals the elegant and aristocratic meaning, making people have the idea of understanding "him" in depth. This copywriting of Mati Ceramic Tiles is really catchy.
In April this year, Mati Ceramics held a carnival party of "Being Mr. Mati's friend and living a sexy life". As the theme of the copy said, coming to this party The partygoers are all friends of Mr. Matti, and the on-site activities are also very high-end, living up to this good copywriting. Mati Ceramics personifies its corporate image as "Mr. Mati", which makes the company less distant from the outside world and becomes "friendly" and "accessible", full of creativity!
I have said this, the copywriters haven’t come out yetBeing praised?
We are also professional in taking the emotional route
■ "Salute to Dreamers and New Women" Viewing Party of the New Pearl "City of Dreams"
On March 8 this year, New Pearl Ceramics Group held a celebration of International Women's Day with the theme of "Salute to Dreamers and New Women" And a viewing party for the film "City of Dreams" dedicated to the 40th anniversary of reform and opening up. "City of Dreams" is the opening film of the 27th Golden Rooster and Hundred Flowers Film Festival. It is also a theme film focused on promoting the city's cultural image created by Foshan City. It tells the inspirational story of Foshan people in the historical tide during the 40 years of reform and opening up. New Pearl Ceramics Group fully sponsored and participated in the filming of the film, and Chairman Ye Delin also wrote the title of the film. At this movie viewing party, New Pearl invited Hu Xiaoyan, the prototype of the film's heroine and current vice chairman of the trade union of Sanshui District, Foshan City, to attend and share her own story of pursuing her dream. A rare corporate movie viewing event that first attracted the attention of the industry, New Pearl also raised the theme of Women's Day to the level of Foshan people pursuing dreams, striving and being inspirational, and demonstrated the positive image of large companies in a deeper level.
■Shenzhen Marco Polo Men’s Basketball Team reverses course and creates a miracle, the micro-movie “Silent Company” is a passionate performance
In April this year, in the first round of the CBA playoffs that has ended, the Shenzhen Marco Polo men's basketball team fell behind 0:2 in the series in an extremely unfavorable situation and won consecutive games. Winning three sets, he powerfully completed a great reversal in the history of the CBA playoffs that "shocked the past" and once again created a miracle even though he was not favored! Believe this informationFriends who like to watch basketball games will be excited. Even those who are not loyal CBA fans will feel shocked when they see this message. After all, stories of surviving against adversity and reversing the situation have always attracted the most attention. Marco Polo can be said to have successfully "out of the circle" this time.
In addition to the men's basketball team, Marco Polo Tile's Father's Day short film "Silent Company" was once again successfully "out of the circle". Brand cross-border micro-movies are nothing new, but in the construction and ceramics industry, they are really rare. Moreover, Marco Polo's "Silent Company" received a huge response once it was screened, with everyone calling the film too tear-jerking!
A film and television company that does not know how to play sports is not a good ceramics company. Mr. Zhongtao couldn't help but lament that there are so many talents in the industry who have been delayed by moving bricks.
See how others make the most of charity activities
■For love, and the enemy of the aldehyde world - Operation Asia·Guardian Angel
In May of this year, Asia and Beijing New Sunshine Charity Foundation launched the Asia Guardian Angel Charity Action, aiming to help those who have leukemia caused by formaldehyde and benzene contaminated by home decoration. Children, the most important thing is that it is in line with the ceramic tile products that Asia has been researching since 2015 - the product selling point of ECO ecological health bricks - ECO ecological health bricks can ionize and decompose formaldehyde, benzene, etc. in the air through the continuous and stable release of negative oxygen ions. Harmful gases. "For love, be the enemy of the aldehyde world", Asia's Guardian Angel Charity Activity not only establishes a positive image of a company that is enthusiastic about public welfare, cares for children, and has the courage to assume social responsibilities, but also promotes brand positioning and product concepts. There is no doubt that this is a successful example of corporate charity activities.
The down-to-earth marketing strategy caused explosions
■Big-horned Deer Super Wear-resistant Thousand People PK Competition
A "deer" appeared at the Foshan Ceramics Expo in April. It attracted everyone's attention and caused thousands of people to compete. It is the big-antlered deer with super durability. Polished marble tile brands.
Use competitions and bonuses to attract the attention and active participation of exhibitors. At the same time, the ceramic tile wear-resistant competition reflects the core selling points of the product and shows the amazing product facts - super durable It lasts forever, this is simply an on-site product review by thousands of people! How confident do you have to be in your own products to dare to plan such an event? I'm afraid that if you are not careful, it may turn into the "annual marketing overturn scene". Fortunately, Dajiulu's super wear-resistant marble tiles "live up to expectations" and successfully detonated the Ceramics Expo. The Big-Antlered Deer Super Wear-Resistant Thousand People PK Competition attracted many exhibitors to participate interactively. More than 100,000 people watched the Super Wear-Resistant PK Competition through live broadcasts on Sina, Tencent, etc. A marketing creative success.
■Grace Tile Children's Day Parent-child Tennis Experience Day
Since 2019, Grace Tile has become the official sponsor of the Shenzhen WTA Year-end Finals. Since then, Grace has formed an indissoluble bond with tennis. On June 1st, Grace Ceramics Headquarters took advantage of Children’s Day and launched a special event with the theme of Children’s Tennis Experience Day. Although this parent-child activity is very down-to-earth, it is not only friendly and interesting, but also of great significance. It not only directly brings customers closer to the brand, but also exports its own brand positioning to the outside world.
After reading the above-mentioned extremely creative cases of ceramic companies shared by Zhongtaojun, does anyone dare to say that they want to "kill the marketing department"? Don’t you feel like you haven’t seen enough? Hurry up and pay attention to China Ceramics Network. Zhongtaojun will continue to present you with more exciting content!
