If you want to avoid marketing failure, the boss must put his face on the ground

In the current social sentiment and communication environment, how can corporate CEOs effectively enhance brand image and save advertising costs through marketing strategies? This article uses the successful cases of Tesla and Xiaomi Motors as the background to emphasize the importance of leaders' personal charm and sincerity in marketing.

In today's fragmented communication environment, if a CEO knows how to market, it will be much better than a traffic star, and can save the company hundreds of millions of advertising fees. Tesla hardly advertises, and when Mr. Musk yawns on Twitter, the whole world will take a nap. Mr. Lei Jun, by his own efforts, made Xiaomi Motors so popular that a press conference turned into a pot of millet porridge.

Going to the factory to shoot videos, bowing to the media, interacting with netizens, and opening the car door for the first batch of car owners, where can you find such a down-to-earth billionaire? Xiaomi Motors has become a hit in the hot car market. The flexible marketing strategy system is certainly impressive, but Mr. Lei Jun is the finishing touch. After the press conference, the Internet was flooded with praises for Mr. Lei Jun.

XJ Auto was not so lucky. It kicked Xiaomi's bumper. The parameters were wrong, but the spokesperson was criticized for talking about the hard work of employees, missing the birth of their children, working while sick, etc. It poked a hornet's nest and was repeatedly pulled out and whipped. The press conference went wrong, and the brand reputation plummeted.

1. What is the current social sentiment?

The economy is on a slide, and ordinary people are crawling under heavy burdens. Life is tiring and difficult. At the same time, short video platforms bring the upper-class rich life that was previously unimaginable to ordinary people right before their eyes. While you are singing and dancing, he is working overtime while sick. There is some hostility in society.

When employees cursed the company during overtime, the boss sang praises of the employees' suffering at the press conference. You have forgotten your original intention when you were a grassroots employee. Maybe after the situation fermented, the boss did not understand what he had touched the netizens' back scales. Obviously, he was sharing the team's hard work sincerely. Speaking of sincerity, it is said that sincerity is a killer skill. Please pay attention to this "skill". In a sense, sincerity is not just quality, sincerity is a skill and ability.

Didn’t the employees behind Xiaomi Auto go through hardships as it took them three years to build a car?

2. “He who wins the diaosi wins the world”

The boss should have a loser mentality, step down from the altar, put his face down on the ground, and treat himself as one of the employees. Then he will know how much ordinary employees hate overtime, not to mention being dragged to the company to work overtime when a child is born. Such things are still proudly promoted, it would be abnormal if they don't backfire.

You can call yourself a loser, but you can't really call ordinary people losers. A senior executive of Xiaomi once accidentally told the truth, "He who wins the losers wins the world." Mi fans were not happy, and the senior executive resigned. There is only one company that has turned its brand into a religion like Apple, and has won the hearts of both elites and losers.

3. Ordinary people just get a salary

Mr. Ma Yun said before that 996 is a blessing. I believe he is sincere in sharing this view. I also really believe that being able to work 996 is indeed a blessing. A person is happy to work 007 for a great cause that he loves. But most ordinary people are destined to be screws. Successful careers belong to entrepreneurs, and ordinary people just get a salary. You can't expect them to have the awareness of the blessing of 996.

My former boss worked very hard, built hundreds of millions of assets from scratch, and always responded to messages at 2 a.m. in seconds. I once told a colleague who was complaining about overtime that our boss was also working overtime on a PPT. My colleague rolled his eyes and said, if I could make tens of millions a year, I would work until dawn every day.

4. The business belongs to the boss, and the employees just do the work.

The business belongs to the boss, and the employees just do the work. What the employees care about, love, and hate are the joys, sorrows, anger, and happiness of ordinary people, the social emotions, and the direction of the tide of this era. The boss must be fully aware of this when he is doing marketing. If you have been in a high position for too long, you should bend down from time to time, put your face to the ground, and smell the ground, then you will not fail, and you can also be a spokesperson who can bring more goods than a star.

Author: Chen Wuyong; Source public account: Chen Wuyong (ID: 1087819)