新品首发、名人路演、饥饿营销,如此等等传播手段,本是欧美品牌常规打法。最成功的莫过于苹果的iPhone系列,紧随其后的微软就差强人意了。善于山寨的中国企业迅速跟进,从雷军的小米手机,到罗永浩的锤子手机,纷纷玩起首发名人秀。不过,同样是首发,乔布斯让果粉如痴如狂,windows平淡无奇,锤子却让人窃笑不已,其中的差距究竟在哪里?自然,是营销的层次不同。生搬硬套,为营销而营销,是营销中的大忌。之所以不同的首发名人秀效果天差地别,奥妙就在这里。“引起共鸣”是营销万变不离其宗的宗旨,自然、不做作、人性化的共鸣策略,成为营销最高境界。 New products starting, celebrity roadshow, hunger marketing, and so spread means, this is the European and American brands conventional play. The most successful than Apple’s iPhone series, followed by Microsoft would be desperate. Chinese enterprises are good at cottage quickly follow-up, from Lei Jun’s millet phone, to Luo Yonghao’s hammer cell phone, have played the first celebrity show. However, the same is the starting, Steve Jobs so fruit powder crazy mad, windows bland, but the hammer makes people snicker, where the gap between? Naturally, the level of marketing is different. Born mechanically, for marketing and marketing, marketing taboo. The reason why the first celebrity show a different show different results, mystery is here. “Resonance ” is the motto of everlasting marketing, natural, not contrived, human resonance strategy, become the highest level of marketing.