Soft articles for corporate marketing

Case 1. Soft article marketing of a seven-star hotel in Dubai. There is a seven-star (currently eight-star) hotel in Dubai. This hotel is built on an artificial island and looks like a sailboat. *** It has 56 floors and is 321 meters high. When this hotel focused on expanding into the Chinese market after 2007, it did not invest a penny in advertising fees, but only published a series of soft articles in several domestic newspapers and media. Two of the more typical ones are the following two: "Yangtze River Business Daily" reported on August 20, 2007, "The world's only seven-star hotel: 24 tons of gold decoration," and "Beijing Youth Daily" reported on August 9, 2010, "Dubai's seven-star hotel." Sixty percent of the guests in star-rated hotels are Chinese, and their spending power is astonishing." The core content of these two articles was reprinted by major portals such as Xinhuanet, People's Daily Online, Sohu, and Tencent, and was cited by other print media reports. As a result, the Burj Al Arab has become a tourist attraction that wealthy businessmen and celebrities in China are vying to visit and the first choice for accommodation. According to statistics, at least more than 10% of guests at Burj Al Arab are from China. Case 2: Melatonin soft articles win the world In 1998, when Shi Yuzhu was preparing to use Melatonin to make a comeback, he borrowed 500,000 yuan, and the debt behind him was more than 300 million. How to use limited funds to quickly develop Melatonin Sales are a severe challenge facing Shi Yuzhu's team. Pressure is motivation. Shi Yuzhu and his team decided to use soft articles to open up the market. They created hundreds of soft articles, and carefully selected a dozen soft articles for print media placement. Their specific approach was to first publish some soft news articles in some authoritative newspapers. The earliest articles included "Can humans live forever?" and "Two biological atomic bombs." These two articles are ordinary popular science news on the surface, but they capture the common psychology of users who desire longevity and health. The article "Two Biological Atomic Bombs" is actually packaging the concept of melatonin to customers, and at the same time using authoritative data to eliminate customers' doubts. The soft articles in the second round include "Not pooping a day is equivalent to smoking three packs of cigarettes", "There is a "clock" in the human body", "Zhang Xueliang who sleeps in the summer, how astronauts sleep, people can only live five days without sleep, and women in their 40s" , is it a flower or a waste of time?" It is better to continue to convey health science knowledge to customers. This round is more intensive, creating a mentality of urgent problem solving for customers, and finally publishing advertisements and leaving consultation phone numbers, so as to achieve the purpose of customers actively looking for products. Case Study 3 of Soft Article Marketing: Galanz’s “Tofu Blocks” Conquer the World Liang Deqing, the founder of Galanz, in the early 1990s, he made a township enterprise that initially had 7 people use soft article marketing to eventually become the leader in the microwave oven market. When Galanz was founded, it also did not have enough money for advertising. Faced with domestic consumers who knew little about microwave ovens, Liang Deqing decided to launch a large-scale microwave oven "enlightenment movement" in China to educate and guide consumers. Use a microwave. Galanz hired a group of people to write soft articles and wrote "1,000 Microwave Cooking Tips", which was published in dozens of local tabloids across the country. Later, newspapers across the country frantically reprinted these "tofu chunks" style articles. Galanz's sales also skyrocketed with the media's reprint. So Galanz simply united with more than 150 newspapers to introduce how to use microwave ovens, what are their benefits, and how to maintain them through column cooperation. Subsequently, Galanz organized domestic experts to compile a series of knowledge books on microwave ovens and distributed more than 1 million copies for free. In addition, they also produced millions of CDs to further popularize knowledge about microwave ovens. When microwave ovens became popular, so did Galanz. Take the light wave microwave oven launched by Galanz at the end of 2001 as an example. Galanz also used a series of soft articles, such as "Digital light wave creates a new era of microwave ovens", Galanz creates the myth of light wave ovens" and other market news, function introductions and consumer information to successfully launch The market for new products. In December 2001, the monthly sales of light wave microwave ovens were only 2,000 units. In March 2002, the monthly sales volume reached 33,000 units! Even today, more than ten years later, when people think of microwave ovens, Galanz is still the first thing they think of. ! According to statistics, in American newspapers and media, companies provide and publish economic news, accounting for more than 60%. In addition to the classic cases of Nao Platinum, Galanz, and Xinzhilang's soft articles, the world's Internet industry giant Cisco The company publishes 600 articles per month in Chinese media. Lenovo publishes more than 500,000 words per month. Haier Group once published 1,600 articles per week. A large number of companies have achieved both performance and brand gains from soft article marketing.

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