Some companies are obviously small companies, but they want to pretend to be large companies; some companies are obviously large companies, which give people a feeling of "pheasant" company.
Hainan Coconut Tree Group is all over the streets with a coconut juice, but its packaging style is really not like the style of a large company, similar to a small street announcement.
In terms of advertising, with a controversial slogan such as "from small to large", it has become the talk of people after dinner.
Even so, people are still willing to pay for such a "strange flower". Since 2013, the revenue of Coconut Tree Group has been about 4 billion yuan, the fifth largest private enterprise in Hainan, contributing more than 600 million yuan in tax revenue to the country every year.
It can be seen that although the advertising and publicity of the Coconut Tree Group are earthy and grounded, the strength of others is definitely stronger than the strength of some listed companies.
1
Coconut Tree Group Hardcore responds to controversial ads
Recently, Coconut Tree Group released a 2021 job advertisement, the layout of the advertisement is designed like the style that the company has maintained for decades, and the soil has to be slagged.
Among them, a controversial sentence of the Coconut Tree Group is "there is a car, a house, a high salary, and there must be beautiful women and handsome men chasing after school."
To tell the truth, if this sentence is issued by some small and medium-sized enterprises, there will be no such a big reaction at all, and it will not even provoke any reaction. Precisely because this is the coconut tree group issued, people will raise this sentence to the level of values, pointing out that there is a problem with the values of the coconut tree group.
As more and more people discuss the values of the Coconut Tree Group, many state media have also commented on it.
People's Daily said it was a bit bizarre to use vulgar advertising as a propaganda style. Business can add ideas, but it can't touch people's bottom lines.
CCTV even criticized the layout design of the Coconut Tree Group, directly pointing out that the black font of the big red and yellow on the layout is the same as the design of some illegal websites, which is inconsistent with the "healthy form of expression" stipulated in the Advertising Law. However, the Coconut Tree Group is the "old fritter" of the vulgar advertising industry.
Xinhuanet still pays attention to the values of enterprises, and clearly states that whether it is a person or a business, it is necessary to have three views. Spend more time on products, do not let advertising and marketing have no bottom line, otherwise the reputation of enterprises will plummet.
Subsequently, the Hainan Provincial Market Supervision Bureau has interviewed the relevant person in charge of the Coconut Tree Group and filed a case investigation into the advertisement suspected of violating the law.
In the face of criticism from a number of state media, Coconut Tree Group made a hard-core response. Coconut Tree Group said that the job advertisement did not advertise on other platforms, but was published on its own official micro-blog. The reason why it is proposed that "there is a car, a house, a high salary, and there must be beautiful women and handsome men to chase" is based on the adjustment made by the company's previous recruitment situation, hoping to attract more talents. Legally speaking, this slogan does not violate the advertising law.
In addition, the Coconut Tree Group also said that the Coconut Tree Group has become a large group of 6,000 people from the brink of bankruptcy to the present, and has helped 500,000 coconut farmers get rid of poverty and become rich. If the Coconut Tree Group is brought down, it will lead to 500,000 farmers once again getting rich and becoming poor.
Obviously, the Coconut Tree Group's criticism of the outside world is not acceptable.
2
It's time for the Coconut Group to jump out of this comfort zone
In this era when wine is also afraid of deep alleys, advertising and marketing has become the top priority of all brand enterprises.
Every boss wants to create the greatest marketing effect at the smallest cost, but the difficulty of doing so is comparable to heaven.
Why does Coconut Tree Group basically issue one such job advertisement every year? Basically every year, it will attract media coverage.
The underlying logic behind it is that the group can attract the attention of the whole country almost at zero cost, and naturally some people will take the initiative to submit resumes, which will save a lot of advertising, headhunting, hospitality and other expenses.
Suppose you are the HR director of a large group, and the company gives you a budget of only 10,000 yuan, so that you can recruit 10,000 people in 3 months, what should you do?
Just as the so-called "smart women are difficult to cook without rice", there is not enough budget, you can only recruit workers through zero cost. But how do you get people's attention? That has to create controversy.
From the perspective of advertising law, perhaps the Coconut Tree Group has not violated the law, but from the reputation of a company, there is indeed something wrong with doing so. And from the performance point of view, the revenue of The Coconut Tree Group has been stable and declining since 2013, which is not a good phenomenon.
Therefore, coconut tree group may really consider creating new explosive products, rather than gaining attention through the advertising and marketing method of the edge ball.
At this time, many entrepreneurs will use their brains, we are small businesses, can we recruit workers or advertise through this form of coconut tree group?
My advice is that it is better not to. First of all, your company has no visibility, such an advertisement will be treated as a spam advertisement by others, without any credibility; secondly, this form of edge ball will be caused by others to have a very bad social cognition, not to use the company's long-term development.
So what is the most effective low-cost marketing method today?
If we look closely, you will find that CCTV, People's Daily, Xinhua net, etc. that were once high above have all opened accounts on new media platforms.
If you have time, you must pay attention to the dissemination of new media, because its cost is zero.
Of course, entrepreneurs may not have much time to do this kind of professional communication, so the easiest way is to find a professional new media agency and let them tailor brand communication copy or video for your business, so that you can control the cost and form a huge influence on the Network.
In the future, any company will be the new media to win the world!
Use media thinking to cover the whole network, so that product sales come to visit!
In the future, all commercial competition will focus on media communication. A company or a boss, if there is a shortage of media thinking, is doomed to lose early.
Remember: without communication, there is no recognition; without awareness, there is no reputation; without reputation, how to be popular!