Analysis of Positioning Theory Strategy Model: A Classic Case of Brand Placeholder Marketing Planning

The income of the rural wall painting company exceeds 1 million!How to do it?

Harvard Business School invited them to share their brand marketing experience:

1. Positioning
2. Placeholder
3. Detonate the media to spread automatically
4. Dominate the market
5. form a case

China's largest rural wall painting company - Cuncunle website was established at the end of 2009.

• Cuncunle only allows access from Chinese IPs, probably to improve the relevance of website content and user accuracy.
• Overseas users want to visit Village Music, please open科学Go onlinesoftware, switch to an IP address in mainland China.

Founder Hu Wei utilizesSEOStrategy to generate a community-based website for each village:

• There are more than 60 villages in China, and there are more than 60 keywords.
• Since the village name SEO has almost zero competition, it only needs simple optimization, and it is all in the top few positions in Baidu.
• In the next few years, Hu Wei only arranged for a technician and an artist to maintain it, and he did not manage the website.
• Until 2014, the seemingly broken website had accumulated many rural users.
• 20 villages have applied for website moderators, which are online village officials.

Step 1: Orientation

Initially, Cuncunle was positioned as the largest rural forum community in China:

• Unable to attract media attention, difficult to commercialize...

Analyzing the market finds:

• Internet companies enter the countryside, the first choiceDrainage promotionThe way is to "paint the wall".
• Advertisements for wall painting in rural China have existed for decades, but no one has any idea of ​​which company is the largest.
• Therefore, Cuncunle is positioned as "China's largest rural wall painting company".

Step 2: Placeholder

• Positioning, only gives you one direction;
• Occupying a seat can turn you into a boss!

How to occupy a seat?

Step 1: Fuse Ads

• First write a fuse soft article, detonating the concept of "China's largest rural wall painting company".

What is the fuse soft text?

It is equivalent to throwing an interesting topic through an article:It is very lucrative to hack a website against a wall, and it provides a lot of interesting material.

Step 2: Leverage Celebrities and the Media

Invest over 100 million:Influential columnists and celebrities from the Internet and financial world are invited to analyze and comment on this interesting topic.

1. A celebrity big V article may only be popular for a day or two;
2. But 100 similar sites appeared on hundreds of similar sites for 100 consecutive days.
3. The superposition of potential energy has detonated the media's attention to the village music.

Furthermore, these articles are carefully planned and implemented from different perspectives:

• It makes people look like ads and is so inspiring that a lot of people will retweet them spontaneously.

Simple actions, repeated executions, the potential energy formation is beyond imagination.

Therefore, the effect of investment far exceeds the effect of investing tens of millions of hard advertisements.

Step 3: Detonate media auto-spread

Once the topic is formed, it will automatically attract the attention of various traditional media, and will provide free interviews and free reports.

• For example, a reporter for a Chinese entrepreneur rewrote the article plus another website, which led to a climax.

For the past few years, the media has automatically helped Cuncunle every monthWeb Promotionspread.

• Recently, there is another person who has not been interviewed by the media and wrote an article about the music of the village.Public account promotionEasily achieved over 10+ page views.
• Through constant media dissemination, China Village Music has become the largest wall painting company in China.

Step 4: Capture the Market

• After the rapid rise in popularity, the major InternetE-commerceCompanies, all come to find Cuncunle to do the wall painting business.
• Therefore, the village has hundreds of thousands of rural part-time network village officials to play an effective role, and the execution efficiency is much higher than other wall painting companies
• In less than a year, Cunchunle became the largest rural wall painting company in China, with a business income of more than 1 million yuan that year.

Recruiting partners for each county:

• At the same time, in addition to the network village members, Cun Cun Le also recruited its own partners (partners) in each county.
• And established China's largest county and township sales channels.

Step 5: Forming the Case

Because the village music is uniqueCommunity MarketingHow to play:

• Harvard Business School invited Chairman Cun Cun Le to share the growth experience of this project and become a classicViral marketingSuccess Stories ▼

Finally, two very valuable ideas for you:

1. Because on the Chinese Internet, everyone remembers the boss of each segment, so only the boss has the opportunity ("would rather be the head of a chicken than the tail of a phoenix").
2. Please take a look at your company, do you have the opportunity to quickly occupy the industry's first opportunity in this industry?

Please follow these 2 principles:

1. When you innovate an industry, you are an industry leader from the start.
2. When your industry doesn't have a clear leader, hurry up and take a seat!

Brand placeholder marketing summary:

1. The placeholder is not to say that you are the boss every day.
2. But through the help of celebrity big V and the media to achieve.

through the aboveInternet marketingPromote strategies to quickly make the public think you are the boss, so that all channels, customers and resources will automatically find you.

As long as your execution is no problem, it only takes less than a year, you are worthy of the name - the industry leader in the segment.