In the Internet era, rubbing traffic and rubbing heat has long become a norm. For example, we can often see that if a certain attraction or location becomes a high-traffic topic, it will attract many Internet celebrities to rush to punch in, shoot videos, send live broadcasts, and find ways to get the heat to rub traffic. Even in the automotive industry, there are manufacturers who go to traffic when naming models: for example, Venucia Big V, at a glance, wants more traffic to become a "big V model in the car circle", but it is still tepid. It is worth mentioning that generally doing this kind of thing is a small Internet celebrity or a small factory that lacks traffic, can you imagine that a first-line BBA manufacturer like Mercedes-Benz will even run out to rub traffic? If I hadn't seen it with my own eyes, I wouldn't have believed it!
Some time ago, Mercedes-Benz officials forwarded a video about Yang Kasa, but they encountered a siege from many netizens on the Internet. Subsequently, Mercedes-Benz turned The Yang Kasa video into a fan-only visible and opened a selection of comments for display. But when everyone thought that this was Mercedes-Benz asking Yang Kasa to be the spokesperson to "overturn the car", the dramatic turning point came. Yang Kasa Studio directly released a heavy statement, saying that Yang Kasa himself did not endorse Mercedes-Benz at all, which directly made people dazzle.
Why do automakers frequently overturn their marketing activities?
Recently, car manufacturers have frequently encountered "rollovers" in terms of finding endorsements and doing marketing activities. There may really be no endorsement relationship between Mercedes-Benz and Yang Kasa this time, and this kind of rubbing traffic behavior is indeed disgraceful. You know, even if you invite a traffic star contemporary speaker, for a brand as big as Mercedes-Benz, it is also a matter of course. But you are so naked to rub people's traffic is a bit unspeakable, right?
What's even more speechless is that this is not the first time Mercedes-Benz has rubbed traffic. Iverson, a well-known star in the NBA, was forced by Mercedes-Benz to "white prostitute" traffic. At that time, Mercedes-Benz pushed a small displacement engine, so in the marketing planning, I don't know whether it is the marketing department or the public relations company that did not go through the brain, using Iverson's height as a copywriter, which caused a lot of dissatisfaction among netizens.
Of course, there are still many car manufacturers rollover incidents, for example, some time ago Rolls-Royce invited the Internet celebrity couple to endorse Rolls-Royce, which directly led to many Rolls-Royce car owners not to do it, especially the national husband Wang Sicong also made remarks, so that Rolls-Royce directly reduced a level.
Of course, this is not nothing, the Li Yundi incident must be known to everyone, and Li Yundi is also the spokesperson of Dongfeng Nissan Tianlai. Good guys, it's quite depressing to make Dongfeng Nissan. To say that the spokesperson "flipped over", Nissan is indeed quite back, Li Daimo, Lin Dan, Gao Xiaosong have successively appeared in the "overturning car", we do not know whether it is Nissan's real back, or the marketing department, public relations company "wise as a torch".
Behind the frequent overturning of marketing endorsements is the demand for young traffic
We also noticed that in fact, whether it is a marketing campaign or a spokesperson, most car manufacturers' operating logic is actually to win the attention of young people. To put it simply, many car manufacturers are not only getting younger and younger in making products, but also hope to quickly enter the circle of young people through some marketing means. Of course, luxury brands are no exception.
As early as April this year, Li Long, general manager of Rolls-Royce Greater China, said that since the first quarter, China has been rolls-royce's largest market in the world, and Chinese market sales account for 30% of the total global sales. In addition, Li Long also said that "young" is one of the main characteristics of Chinese consumers, and the average age of Rolls-Royce Chinese car owners in 2020 is 39 years old, and car owners under 30 years old account for 16%.
Actually, this is very easy to understand. Although we often mention that today's young people are very stressed, in fact, they obviously know how to enjoy the current life better than their parents in terms of spending money and enjoyment. Especially young people who can afford to buy Rolls-Royce, they basically belong to the group that have a "golden key" at birth. How to please these people, obviously can no longer be like the previous please the 60s, 70s, or find some ways to meet the aesthetics of young people.
Therefore, we see more and more luxury brand car manufacturers in the marketing activities, more and more emphasis on traffic, and no longer care what is called low-key luxury has connotations, anyway, at all costs to get more traffic. Even in the entire automotive industry, car companies never hide their desire for traffic and have broken the circle of marketing. However, this transformation has a very high assessment standard for the marketing department, and if you are not careful, it is likely to "roll over". This time it is Mercedes-Benz, before it was Rolls-Royce and Dongfeng Nissan, whether it is a public relations company or a marketing department, it is difficult to blame.
No matter how well the original intention is, "reverse promotion" still needs someone to come out and take responsibility
In the consequential automotive industry, it seems that everyone's original intention is to pull traffic and new users, but if once it has a negative effect on the brand's reverse promotion, then someone must stand up and take responsibility. Either the PR firm that plans the event or the marketing department that reviews the campaign.
In fact, this can't help but make people think, why some OEMs, and even some luxury car manufacturers will repeatedly make various low-level mistakes. For example, if Mercedes-Benz rubs traffic, is it because of insufficient funds? I can't think of anything? A new C-class landing price of a 1.5T+48V light hybrid system is 40W+, which does not look like the owner who is short of money. Then the problem is, if the budget is not tight, it is estimated that the planning ability can not keep up.
Just imagine, Mercedes-Benz as a luxury brand, not to mention that you are rubbing the traffic of Yang Kasa this time, even if you really choose Yang Kasa contemporary speakers, whether it is suitable is also worth considering. After all, the spokesperson represents a brand image, if it is a controversial spokesperson, it is not at all about adding bricks and tiles to the brand building, it is completely a salary draw! Mercedes-Benz and Rolls-Royce obviously made this low-level mistake, only looking at traffic without considering factors other than traffic.
Of course, in our opinion, which manufacturer is estimated to be inferior to the mistakes made by Dongfeng Nissan. Engaged in a three-cylinder machine + CVT to run into the desert to flush the sand, really do not know the marketing department's "brain to grow where"? The results are good, not only is YYP dubbed "three cylinders of Daisa" by netizens, but Xinqijun does not even dare to announce the sales in September. Some time ago, there were car critics who really drove the new Qijun to the desert depth test, the results can be imagined, the three-cylinder engine has not yet had a problem, but the CVT gearbox directly alarmed. Just ask this level of SUV, still "bragging" to drive to the desert to play? But in case a car owner is really misled, if there is an accident, who is responsible?
Write at the end
Nowadays, the phenomenon of internal involvement in the automotive industry is indeed very serious, and many auto manufacturers are also caught in the dilemma of difficult transformation and innovation. Especially in the traffic anxiety of the Internet age, even high-end brands have to find another way out to try to get more traffic resources. But realistically speaking, we believe that whether it is a public relations company found by the brand or a marketing team within the brand, in the selection of traffic stars or the planning of marketing activities, it should be carefully considered first, do not just look at the traffic, good Joy is absolutely undesirable.
Although Mercedes-Benz overturned the car first this time, who will be the next "Mercedes-Benz"?