世界杯法国队夺冠退全款,华帝这波世界杯营销,你懂得多少

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就在今天!法国队夺冠了!

但流量却被一分为二:法国和华帝。

有人说华帝要哭了,还有一部分人说华帝笑弯了腰。但作为营销人,我们必然知道华帝这波营销是不亏的。

可以说:法国以最低广告成本撬动了最大营销收益

下图是蒙牛和法国的搜索指数对比图。整体来看,法国是赢的,仅以7900万的营销成本大胜20亿的蒙牛。

而且,法国夺冠,华帝将升级为“世界杯冠军赞助商”。与冠军捆绑的华帝必然要赚足了眼球。

无疑,华帝名利双收。

所以,小编今天就来盘点下:在这场没有硝烟战争中,华帝都使用了哪些营销套路?助力你成为第二个华帝!

社交货币

简单来说,就是:增加谈资。

比如:英雄联盟LOL,就是一种谈资,同学、朋友通过英雄与游戏,所产生的“大家是兄弟,以后一起玩”的感觉,就是对社交货币的消费。

它是华帝名利双收的前提条件。

华帝通过与最热话题捆绑,不仅成功获取球迷们的注意力,甚至还有吃瓜群众,成为各路人士间讨论的一个话题。

a:你看世界杯了吗?b:看了?

a:哎,你说法国夺冠,华帝退款这事靠谱吗?

以上,就会成为用户日常的一个必聊话题。知道华帝营销的,那么这场谈话会持续下去,不知道华帝营销的,则会进行度娘,从而增加自身谈资。

所以,在做营销前,不妨先思考下:

我有哪些能给用户铸造社交货币?

诱因

诱因,另一种解释就是:使产品和高频事物联系起来

比如:送礼就送脑白金。

送礼这个行为,可以说是高频行为吧。过节送礼、生日送礼、看望送礼、回家送礼…,而脑白金恰与送礼这个用户高频行为联系起来,让用户只要送礼就想到脑白金。

再比如:

怕上火就喝王老吉。

困了,累了,喝公牛。

不在状态,脉动回来?

……

以上都是与用户间的高频行为联系起来,从而达到转化的一种行为。

而世界杯是四年一度的体育盛事,集结上亿流量,华帝通过“法国队夺冠,华帝退全款”这一口号,与世界杯万众瞩目的事情进行联系,不仅达到了转化的目的,还有吸引用户眼球的目的。

所以,在做营销前,不妨先思考下:

我能与用户生活间哪些高频事物联系起来?

情绪

随着市场竞争加剧、产品同质化严重,市场已经从“量的需求时代”开始向“情感需求时代”迈进。

比如:因为害怕变老而消费,担忧生病而消费、内心喜爱而消费……

情绪,在一定程度上影响着消费者的购买动机、态度喝行为,在消费者决策中起着重要的作用。

而华帝通过“退全款”,引发了用户一种赌博的心理,迅速唤醒了用户消遣、兴奋等情绪,成功为营销助燃。

所以,在做营销前,不妨先思考下:

我要唤醒用户哪些情绪?又要如何唤醒?

通常,情绪可分为两种:高唤醒情绪和低唤醒情绪,据心理学家研究发现:高唤醒价值的情绪才是影响人际信息传播的焦点

高唤醒情绪:听到后总想干点什么低唤醒情绪:听到后什么也不想干

小概率事件

“不劳而获”是人类印在骨子里的天性

像彩票、赌博等便是利用了用户不劳而获的心理,同时还抱有一定的侥幸心理。若事物是好的,便会认为“万一我是幸运的呢”;若事物是坏的,便会认为“概率那么大,怎么可能偏偏是我”。

最另人熟知的营销方法就是:抽奖活动。

而华帝此次营销,利用了用户对于赌博的心理,想要不劳而获的心理,使其产生转化行为。

“法国队夺冠,华帝退全款”,不得不说,这是一次多方价值共赢的营销案例。

想比其他自嗨的营销,华帝通过向消费者退款,不仅能够得到一定的品牌传播效应,说不定还能通过此次言出必行的品牌魅力收获一波铁粉。

一个真正成功的营销,绝不仅仅是某次产品销量的提高,对整个品牌的知名度提升才是营销的关键所在。 PS:由于时间关系,只是简单分析了下华帝这波营销套路。


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