What are the lessons of Durex s marketing methods that other companies can learn from?

Put aside the brand and say that marketing is a hooligan, and put aside marketing and say that the brand is fake and empty.

Next, let's interpret Durex from the perspective of brand and marketing, what is worth learning from?

A clear brand concept

Outstanding brand performance

Systematic brand experience

Effective brand communication

Everyone knows that Durex is a professional user who rubs hot spots...

However, not all hot spots, Durex will rub it!

Durex has its own rhythm and strategy in terms of brand promotion and marketing plan, and is highly focused on the promotion of brand concepts.

Brand concept: Have fun.

Brand performanceThe design and texture of the logo, design, packaging, products, etc., will have the characteristics of roundness, luster, high-end, refreshing, etc., to meet the user's association and memory of the brand.

Brand experience: Today's 19th National Congress, I won't explain too much here.

Branding: Isn't it "fun"?

There are two principles when it comes to marketing:

The marketing point must enter the user's attention circle

Marketing points must have social currency

Of course, Durex has an innate advantage in this product, sex has always been a matter of long-term concern to people.

What else are people paying attention to?

Free, discounted, scarce, anti-common sense, novelty, including seven emotions and six desires, etc

As for social currency, simply put, it is the topic of communication, which can make the communicator feel that he or she has brought some kind of benefit to himself.

For example, I may have said what I wanted to say because of an article in an article.

Therefore, we can always see the leader's article: such an employee is a good employee.

Combining branding and marketing, Durex is the two points!

As a copywriting god, there are really a lot of commendable places. Its pervasive divine copywriting has refreshed the public's senses, forming an interesting and energetic understanding in the public eye, and the recognition is unparalleled. Therefore, when you need it, you will naturally think of it.

(1) Don't let go of any hot spot, so that any event is related to yourself.

This Du Du is used perfectly. This is a set of rules and methods derived from a lot of deliberate training, and it has been tried and tested repeatedly. If you want to learn from it, you might as well start the brainstorming mode, list some brand names or events on a piece of paper, and think about how to connect with your own brand and culture.

On July 16, 2018, in the final of the World Cup in Russia, the French team played against Croatia, and this Dudu advertisement before the final can be said to be very timely and fun. During the World Cup, Du Du repeatedly launched super copywriting, closely linking his brand characteristics with the hot spots of the World Cup, and gained a lot of attention.

(2) Dual-correlation wants to create a scene, and consumption behavior is natural.

Take a closer look at Du Du's copywriting structure, most of the advertisements appear in the first way, and with a small amount of concise connotation text, it perfectly builds a suitable consumption scene. These words or ** take the initiative to build a clever connection between different events and brands, and guide consumers through associations, puns and other migration methods.

<> may be to please female users, Du Du is not afraid of playing fresh literature and art. Have you read the collection of Du Du's poems, it can be said that it is serious and reverie. There is also the following kind, feel it.

The copywriting office reads: Sometimes, I am jealous of everything related to you.

(3) Brewing in advance is just right, and the release time is accurate!

Copywriting release time is also a magic weapon! If you miss the best time, no matter how hi you are, it's often just to entertain yourself, it's hard to say hello to me, and he's okay.

Durex's marketing methods have always been widely praised, especially Weibo marketing, the most praised of which is chasing hot spots. But I think Durex's marketing has led a lot of companies to go astray in marketing.

Many companies see that Durex marketing is doing well, especially hot spots, so they mistakenly think that all marketing behaviors are chasing hot spots. Then I put my marketing focus on chasing points, and finally found that things were not sold, and hot spots were not done. So I only saw the superficial phenomenon, and I didn't see the logic behind deep love.

Durex's Weibo marketing is only a small part of its marketing, or a part of the brand, but it is not the whole story. In other words, Durex's sales are not marketing-oriented. In other words, even if Durex does not do this marketing, it can sell well, mainly because of its current channels, stores and supermarkets and e-commerce.

But many companies think that this is all, different companies, different stages, should use different marketing methods, such as start-ups, it is not suitable to do branding, but to do effective traffic. Because it actually costs a lot to do a brand, don't look at just sending a Weibo, the team behind it is a very famous Party B company Huanshi Interactive, the monthly fee is millions, many companies can't afford it at all, or they don't think about this cost at all, just think that a 3000 yuan can do this.

In addition, this way of chasing hot spots is not suitable for all companies, or all stages of all companies, when the company is still alive and dead, you don't want to chase hot spots, this thing is not particularly helpful for growth, and those successful events are also small probability events, it is better to make products honestly and do word of mouth.

I think the best thing such a company can do is to know that its consumer group is accurately positioned, can grasp the main customer groups to design corresponding advertisements, and on the other hand, can seize the current hot spots, hot issues are the most able to attract the attention of customers.

Hello dear, the reasons for the success of Durex marketing are as follows, interactive marketing catches people's hearts Click on Durex's Weibo, we can see that he uses the model of "fixed topic + random topic" to establish a daily interactive relationship with fans in Jianzhong, for example, there is now a fixed exclusive topic called Du Jinpei is absolutely nonsense, and so far there are 1.1 billion readings that have triggered Wan Xiangpei's discussion. Durex can not only grasp the opportunity to take advantage of the momentum, but also grasp the rhythm of the leverage, it can take advantage of popular events, such as Durex with the help of "China's first gold medal in the Olympic Games", with the help of new trends in other industries "Didi and Uber merger", but also take advantage of various holidays, Spring Festival, New Year's Day, Valentine's Day and so on.

01 Let's take a look at the team of Durex Advertising first, their team is the Huanshi Interactive team, Huanshi Interactive is a professional H5 producer, in H5 this aspect, they are especially good at using H5 to do advertising promotion, they can be said to be the top and influential team in this regard.

02 Then let's take a look at their advertising ideas, "I want to drill wood on you to make a fire and ignite this life", "It is rumored that people have 206 bones, and when the warm wind blows your skirt, I have 207 roots" and other advertising slogans, all of which use good metaphors and good renderings, making us think of "sex" and Durex.

03 Durex's copywriting skills are very thick, they always think differently from what we think, their way of thinking, marketing methods are worthy of our reference, especially they like to use their unique "sex" and "Durex" for a perfect combination, so as to achieve the purpose of marketing, to achieve the purpose of promotion.

04 Durex's advertising is more routine, and there are many ways to use routines, such as the use of numbers, such as the combination of sex and life, such as love and life, and other front-end statements and back-end statements.

Durex's ads are simple, straightforward, and highlight.

This is not very clear, like this product spray is the best for yourself, but remind you that the spray is best to choose Chinese, Western-style spray chemical composition, harmful to the human body. The Chinese style is different, the ingredients are traditional Chinese medicine ingredients, which are harmless to people, no *** and will not produce dependence.

In the world of copywriting, Durex has always been a hot topic company because its appearance rate is so high. It feels like every day it's a social concern, it's being watched. It has produced a lot of high-quality copywriting, for example, when Fan Bingbing and Li Chen confirmed their relationship, I admired its "Ice in the Morning".

So, why Durreby is able to do so well, I think there are a couple of key factors: <>

Stay on top of hot topics

The planner of Durex said that they have someone to pay attention to all the hot spots on the Internet at any time, no matter what the hot spots are, as long as they are hot spots, there is only a little chance that Durex can use them, and they will use them. They have special personnel to stare at various lists, Weibo hot searches and other lists, take the initiative to find suitable topics from above, and then make corresponding copywriting with the topics. <>

Form a systematic case

Durex has an advertising system that puts all the excellent content it can collect into a database for everyone to learn. I feel that Durex is the company that knows the most about knowledge management, and it is very effective to put things that have worked well in history into the enterprise library, so as to train new people and let the elderly find inspiration. Unlike some other companies, there is no systematic and routine database and case database, and the growth of employees is relatively slow.

Brainstorming

Durex has a brainstorming process for topic selection, that is, when an issue comes out, it will be divided into several groups, everyone will discuss the plan in the group first, and then several groups will PK each other, and which group's plan will be more impressive. Like this kind of brainstorming and unifying approach, I think it can perfectly mobilize the enthusiasm of employees, can make employees brainstorming, and the efficiency is also extremely high.

Of course, the excellence of an enterprise does not only depend on these three aspects, there are many, many things that I don't understand.

The success of Durex marketing is not accidental, Durex has a world-class marketing team, most of whom come from the marketing departments of major business schools. Durex attaches great importance to brand building, which is beyond the reach of many domestic enterprises. When a brand leaves a safe and reliable image in the minds of consumers, how can brand sales not increase?

Because of this, Durex's marketing team worked around the clock to brainstorm and maintain and repromote the brand image.

One of the major characteristics of Durex's marketing model is that it is very time-sensitive. The Durex marketing team is always able to seize the opportunity to carry out in-depth brand packaging on the issue as soon as it arises, and show Durex's attention to the issue. <>

In this way, it can not only catch everyone's attention, but also reflect the purpose of the enterprise to care about the society and serve the society, which is really the embodiment of the ultimate use of marketing methods. Durex seized the opportunity and had a talented group of talented people to advise on the company's product packaging and brand promotion, so he was able to successfully open up the world market and promote his products according to the preferences of different consumers in different parts of the world.

One of the central points of marketing is to do what it likes, and Durex is able to grasp this and make it to the extreme, so he can achieve such a successful marketing effect, promote the brand around the world, and let the world know that Durex is a symbol of safety, reliability and enjoyment. Product marketing has always been a hot spot of a company, the quality of product marketing directly determines the amount of sales, and all marketing is for the sales service.

Not from a professional point of view, just as a melon eater. I think there are a few tips. The first is to do marketing platform mainly in Weibo, now the largest number of users on the Internet interaction of the new platform is WeChat and Weibo, in which Weibo and the user's stickiness is relatively small, belongs to a weak relationship, but because of its more exquisite content and has gained a large number of fan market.

So choosing this platform as the main marketing venue is very suitable for Durex's product positioning.

The second is a professional team that responds quickly to hot spots. Take Li Chen and Fan Bingbing's ** relationship on May 29 as an example. Durex reacted immediately, and 9 minutes later, Weibo sent out a ** message that Bingbing Youli had a li, and after seizing the opportunity, other ** platforms gradually began to report these things, completely slowing them down.

Third, there is style and not obscenity. The Uniqlo incident was a smash hit that year, and many ** took advantage of the situation to attract attention, but Durex never mentioned the corresponding report, establishing their own style. The product is interesting, but it must not be obscene, and I don't care about using the next news to increase attention, which has improved the style of my product to a level.

In fact, Durex was originally the leader in the industry and had a considerable number of fans, so it makes sense to do marketing in this situation. And this product has its particularity, which is in line with the things that young people like to "dirty" nowadays.

Copywriting with a few puns is always a blessing to the soul, and even single dogs who don't use this product can't help but smile knowingly, so their marketing is relatively easy to some extent. In general, it is a word: creative and timely enough.