In marketing strategy, there are three powerful tools that mirror the core principles of our party: the united front, party building, and armed struggle. These strategies are not only essential for political movements but also play a crucial role in shaping successful brand campaigns.
The first tool is the united front, which emphasizes mobilizing all available forces to maximize exposure. This means bringing together various channels and partners to ensure that product advertisements reach as many consumers as possible. Successful brands like Wang Laoji have mastered this by saturating the market with their ads across the country, while Maoliangjiu has done the same within Yunnan. The goal is to create widespread awareness and establish a strong presence in the minds of consumers.
The second strategy is party building, which has two key aspects. Internally, it involves developing a dedicated and capable marketing team that can effectively execute strategies. Externally, it focuses on cultivating the product’s ideology by targeting key educational figures in society—parents, teachers, and leaders. Parents influence through frequent interaction, teachers through knowledge, and leaders through authority. To convert a product into a recognized brand, it's essential to educate the market efficiently. This can be achieved through TV shopping, content marketing, or event-based promotions, all of which combine three core elements: frequency, knowledge, and authority.
Frequency ensures that the brand message is repeated consistently, reinforcing emotional connections with consumers. Knowledge helps build trust by showcasing the product’s technical and functional benefits. Authority is gained through expert endorsements or influential spokespersons, which adds credibility and makes consumers more receptive.
The third tool is armed struggle, which refers to the use of diverse marketing tactics and tools. Examples include terminal interception, joint marketing, TV shopping, radio clinics, channel borrowing, store advertising, news reports, and more. Among these, Shu Lei’s terminal interception method is particularly effective. It involves several key steps:
1. **Concentrated Fire**: Rapid response, especially during weekends and holidays, with coordinated promotions. Ensure enough staff, including managers and brand leaders, are present, dressed uniformly, and ready to engage.
2. **Multiple Attacks**: Target 3–5 stores before a local shampoo sale to launch a competitive promotion.
3. **Prominent Publicity**: Clear and eye-catching reward information with a "head-to-head" title (e.g., “Happy Summer, Luxurious Gifts from Shuleiâ€). Use banners, POP displays, and background setups to enhance visibility.
4. **Keep the Gate**: Place promotional points at store entrances, passages, and gates to block competitors’ efforts and conduct large-scale activities.
5. **Swimming Interception**: Assign promotional staff outside the booth to distribute flyers and offer mobile presentations inside the store, creating a blend of outreach and engagement.
6. **Prompt Gift**: At the entrance, use clear announcements like “Shulei Special Bargain Today – Gifts Are Rich, Don’t Miss Out!†to attract attention. Display gifts prominently, using offers like “Buy One Get One†to entice customers.
7. **Whisper Function**: At the point of purchase, explain the unique features and quality of the product, ensuring consumers understand that discounts or gifts are not due to overstock or expiration.
8. **Stick to the End**: Adversarial promotions require persistence. If competitors reduce their efforts, Shulei increases its own. If they promote small, Shulei promotes big, maintaining a dominant presence throughout the campaign.
These strategies demonstrate how combining unity, education, and aggressive tactics can lead to long-term brand success.
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