What will stupid hot marketing bring?
Recently, an explosion at a container terminal in Tianjin has attracted the attention of the people across the country. The rescue work and casualties carried out closely touched the hearts of the people. From the moment of the disaster to the end of the rescue work, the incident will become the focus of people's attention. Whether on WeChat, Weibo or other social media platforms, the incident can be seen being flooded with the screen, which is undoubtedly a major hot spot in society.
No matter from which angle this catastrophic incident is full of sadness, which is a heavy blow and hurt to the families of the casualties, missing firefighters and other victims of the incident. However, some marketers' behavior seems very cruel and ruthless. In order to get something from the hot spots, they are still using hot spots to do marketing.
Just like when forwarding hot videos, you don’t forget to add your own brand, you don’t forget to add a company name to the pictures that seem to be blessed, and you don’t forget to advertise the products in the comments of media reports on events, etc. These are behaviors that are not worthy of encouragement and praise, and the editor of the imitation website will not upload the pictures.The reason why they do this is to gain a position in the eyes of the public and take advantage of the points they are paying attention to to influence their marketing. In fact, it has to be said that such marketing behavior is extremely stupid. So what results will these stupid marketing bring?
First, accidentally ruined the brand
Behind every major event, there are always many people who will discuss hot topics, constantly guess the cause, the true situation, and the handling results of the incident, etc. The hot discussion of various remarks will inevitably cause marketers to take advantage of the situation, risk causing public outrage, and take advantage of the active interactive marketing brand of netizens. For example, if a large-scale burn on the skin during the explosion, a certain brand of scar removal ointment can be used to take effect immediately, etc. Such marketing advertisements will have more than 90% of the impacts brought by them. If you are not careful, the brand will be ruined, and you will even be blacklisted by netizens from now on.
Second, it arouses public anger and reports and deletes
For such hot events involving harm, the masses will feel sympathy, or most people will feel depressed. In this case, marketing will be disgusted by the purpose of being too commercialized to most people. Think about what the consequences will be?Your marketing will naturally become the target of mass attack. If a public account or other platform finally accumulates fans before, and the content will be deleted because of such marketing, then the effort will be in vain. I would like to advise marketers not to try this thankless behavior.
Third, lose trust with users
At the critical juncture where hot events cause users to be sensitive to their messages, companies that bluff for marketing seem to be able to contribute to the incident on the surface, but in fact they exaggerate for the promotion of their own products. Especially for some large companies, their own products can help the victims, but in fact they cannot. Although the power of a weak person is also a kind of help, it cannot be exaggerated, otherwise it will make users lose trust in you.Advertising-based help is always a drop in the bucket when the victim needs it most, and it may even be just a show in the eyes of others.
We can see the small actions of the people in the face of these catastrophic incidents: In order to help people in need in the incident, many special car drivers spontaneously provide car car with caring to the people;To pray for the injured, let the deceased rest in peace, and the living are strong, there are everywhere praying expressions posted by netizens with their hands clasped together;In order to mourn the victims of the Tianjin incident, Baidu searched for keywords related to the "Tianjin Explosion" incident, and the search results pages were all gray-white.Therefore, don’t idealize the emotions of the people. The small details are enough to prove everyone’s respect for the victims in hot disasters. It is completely unsuitable to do marketing on such occasions.
Of course, good hot spot marketers can be good at grasping and choosing the best points to enter, which will definitely bring considerable gains, but to act according to the opportunity, not every hot spot is suitable for marketing. It can only be said that those marketing behaviors on the weaknesses of people's hearts are stupid.
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