Xun Zhen subconsciously retorted, "For me, the means are not afraid of the old, as long as they are easy to use." ”

Lin Yishu shook his head, and then said, "It's a pity that public opinion hype is not everything. Just like the one you proposed at the beginning to hype up Luckin Coffee by marketing the fainting of pregnant women, a big bug is that people don't pay attention to Luckin Coffee just because you pose for a video, they are more concerned about the authenticity of the video.

Even if the video is real, it doesn't necessarily mean that they will learn about the coffee brand and buy its coffee just because there is a group of good employees in the store. To establish the popularity of a brand, it is obviously not enough to rely on these alone.

But I'm just trying to convince you with theories now, and of course you're not convinced. Luckily, before you hit the south wall, someone can't wait to get in front of you.

This morning, Shi An Dai drove on the hot search, you may be annoyed, because of my hesitation, you missed the opportunity, but I am sure that for Shi An Dai Driving, this short video brought it only a small splash, and soon it will be calm again.

You don't have to contradict me, the facts will soon prove that what I said is right.

So, in comparison, I still prefer to fry cold rice. Hint, I have just given it to you, you go back and think about it, what is the most worthwhile point of Starbucks to let Ruixing Coffee touch porcelain. If you really can't think of it, leave it to me. ”

Xun Zhen was trained by Lin Yishu and had nothing to say.

She was actually very unconvinced, but she couldn't find a reason to refute Lin Yishu.

Coming out of the office, Xun Zhen asked Song to find out the black history of Starbucks in the past few decades and make a concise summary and analysis.

When Song heard this order, he immediately thought of what Xun Zhen wanted to do. He looked at Xun Zhen and asked, "Team leader, do you want to emulate the marketing method of Shengu Special Car and let Ruixing Coffee touch Porcelain Starbus?"

Song Xiannian's sensitivity made Xun Zhen a little surprised, "I don't want to do this, it was Lin Yishu's request." But you immediately thought of my purpose, don't you already have a direction?"

Song shook his head, "I haven't thought of it yet." However, I have seen in detail the planning of the Kamiya special car that touched the porcelain walking car. This was Kamiya Limousine's most famous negative marketing of the year.

At that time, there was a negative news about the walking car, and a female citizen booked a special car through the walking car platform, but she didn't know that it was a black car.

Due to the fatigue of the driver of the black car, there was a rear-end accident on the road, and the female citizen sitting in the back seat of the car hit the headrest of the front seat during the incident, resulting in facial disfigurement, which has not yet recovered.

After the incident, the black car driver shifted all the responsibility to the walking company, deliberately avoided the injured female citizen and her family, and even ignored the invitation of the traffic police, and disappeared after the traffic accident and the disfigurement of the passengers.

During this period, Kamiya Special Car immediately released a series of advertisements for negative incidents of each other, such as this - "Ten good uncles in the family can't fight a strange uncle in the car." If you don't take chances, you won't be in danger, I'm afraid of black cars!"

At that time, this batch of advertisements aroused public disgust, and the voices of criticizing Shenzhou's "hype", "no bottom line" and "malicious competition" were endless.

But in fact, this negative marketing of Kamiya Limousine was successful on a commercial level, and people's disgust with Kamiya Limousine quickly passed, but the perception of its "safety" remained for a long time.

This is actually very much in line with the "sleeper effect" in marketing.

Studies have shown that the information received by people is encoded into two memory systems, one is called semantic memory and the other is called episodic memory, in which episodic memory declines faster.

"What is this product" belongs to semantic memory, and "this ad is so annoying" belongs to episodic memory, and after a period of time, people will remember the former and forget the latter.

That's why the negative marketing of the Kamiya car and the porcelain walking car can be so successful. Team leader, I think the director's idea is right, we can learn from such a successful marketing example as Kamiya Limousine. ”

Xun Zhen listened very carefully. She started from the bottom step by step to get to where she is today, so for many public relations and marketing projects, she relies on her own experience to analyze.

She is good at relying on experience and intuition to guess the psychology of the public, and then formulate marketing plans to capture the public's mind. But when she heard the theoretical knowledge that Song had just analyzed, she suddenly realized that in fact, sometimes she didn't need to speculate about the public's psychology at all, and she could also achieve the effect of capturing the public's mind.

Lin Yishu is right, her thinking is indeed limited by her past experience, so every time she conceives a plan, she always subconsciously thinks of the same point, that is, to hype up the heat, arouse public opinion, guide the direction of public opinion, and use public opinion to build momentum.

She looked at the information about Starbucks on the computer screen and said in a low voice, "Originally, I thought of copying the routine of Shengu Car Rental and using Starbucks' recent black history such as racial discrimination for marketing, but I just heard you say this, and I feel that Ruixing Coffee's porcelain public relations marketing this time must be restrained."

The porcelain marketing of Shengu Limousine has left the public with the perception that Shengu Chauffeur must be safe, which is the best brand image for it.

But coffee is different, you can't always leave consumers with the perception that this coffee brand will not be racist against blacks after touching Starbucks, right? Most of our Chinese people don't care about this.

In China, with Starbucks' current dominant position in the coffee market, basically no coffee can pose a real threat to it, and how can the leading boss allow others to touch its reverse scales casually? ”

Song Xiannian listened to this paragraph of Xun Zhen's final summary, and an interesting idea suddenly flashed in his mind.

He continued, "So we have to think from another angle, what we should be looking for is not Starbucks' black history, but the reason why it has monopolized the coffee market for a long time." ”

Song Qiannian's words were meaningful, Xun Zhen turned his head to look at him, with a little light in his eyes, and a confident smile on his face.

Xun Zhen stared at him for a moment, and suddenly thought of the meaning of what he had just said.

She asked, "Song Qiannian, do you want to use the anti-monopoly law to touch the porcelain Starbucks?"

Hearing this, the smile on Song Xiannian's face became even brighter and proud.

Xun Zhen understands him, just one word, one look, she can understand all his thoughts.

He couldn't suppress the joy in his heart, subconsciously reached over and gently rubbed Xun Zhen's head, and praised softly, "Team leader, how can you be so smart?"