1. In the publicity process, the name "melatonin" was chosen instead of "melatonin", which is more intuitive and conducive to communication.
2. Adopt the market strategy of "countryside surrounding cities". Specific policies: start from a small city, enter a medium-sized city and be close to a big city.
3. Soft-text hype strategy. A large number of soft articles are due to the initial stage of the market. Before enterprises appear and consumers are wary, the concept of melatonin should be implanted in consumers' minds to provide a good foundation for brand promotion in the future.
Melatonin has left advertisements and names in the hearts of generations. The brainwashing advertisement of "no gifts this year, only melatonin" once became one of the childhood memories of this generation of young people. In fact, it was at the time of 1998 that Shi Yuzhu miraculously borrowed 500,000 yuan to open the melatonin market.
Extended data:
At the beginning of melatonin's listing, the first news was put in, such as "Can human beings live forever" and "Two biological atomic bombs". There are no advertisements implanted in these soft articles, but an organ called melatonin in the human body is hyped. Everyone is curious, and people are always most concerned about things related to their own interests.
Therefore, these soft articles with news nature immediately attracted the attention of users. These soft articles are like shock waves, one after another, constantly impacting users' eyes. In the eyes of readers, the authority and authenticity of these articles are beyond doubt. Although these articles have no traces of advertisements, they have successfully created the suspense and mystery of melatonin.
When the first stage of soft articles successfully attracted people's attention, people were full of expectations for melatonin, followed by a series of popular science (efficacy) soft articles, such as three packs of cigarettes a day without defecation, a clock in the human body, Zhang Xueliang who is sleepy in summer, how astronauts sleep, people can only live for five days without sleep, and women are forty, no matter whether they are flowers or tofu dregs.
These articles mainly expound its harm to human body from two aspects: lack of sleep and bad intestines, and guide people how to overcome these harms. At the same time, in this process, the efficacy of melatonin is integrated into it again, and the importance of melatonin is repeatedly emphasized.
Because these articles do not advertise, but popularize popular science knowledge by putting facts and reasoning, telling everyone how to live healthier and longer. Articles are all convincing by reasoning, so readers will be convinced after reading them.