Every crazy boss has forced the new media department to learn from Durex

Yesterday in teacher Liu Run’s circle of friends , someone posted a Durex poster about the college entrance examination. Let’s review it again.

As soon as the post came out, there was a post of praise below: I only admire Durex for its copywriting , and I only admire Durex for following hot topics, I won’t list them all.

As a result, I sang a different tune at an inappropriate time and said that you should not learn from Durex.

You want to ask me why?

The answer is simple, because you can’t learn it!

Let's take a look at what conditions are needed to make Durex like this:

1. A great creative team headed by Lao Jin requires at least 5 people, including 3 copywriters and 2 artists. If you want to hire people who can reach this team level, the average salary should be at least 20,000 yuan, right? Plus, you have to exploit veterans in the advertising industry like Lao Jin, and the annual expenditure is 1.5 million yuan, which is the minimum. If you find an agency, it will be more expensive, perhaps 3 million yuan. Can you afford this money?

2. A product attribute related to sex.

Question: Boss, what does your product do?

Answer: Tires.

Comment: Do you think that just because they are all made of rubber, you can play with them the same way as Durex?

3. A party B that has maintained cooperation with the client for many years.

It will take a few more years to find such a team. Just think about it.

4. A Party A with an open mind.

Today we will talk about the hot topics of the college entrance examination.

It's not appropriate to say this at such a serious moment.

Then let’s talk about Children’s Day .

Will my parents be disgusted?

What about Father's Day?

That’s not appropriate either.

…

Actually, what I said above was all joking.

The fundamental reason why you can't learn from Durex is that all business models supported by talent are small and cannot be replicated on a large scale.

Durex’s business model is not supported by talent, but Durex’s advertising business model is supported by talent. Since it is supported by talent, it is difficult to find a team of similar level to do this.

Have you heard of anyone trying to emulate or learn from the Virgin Group?

No. Because Richard Branson is a madman and a genius, and you are not.

If you haven’t heard of Branson, have you ever tried to imitate Liu Shenleilei in writing a public account?

Not likely, because it's too difficult to learn.

Is it desperate?

It doesn’t matter. There are so many good business cases in the world. Why do you always focus on Durex?

I once said something, but I hope you can understand it in the correct context - communication is not about doing difficult things, but about doing easy things.

It is difficult to imitate Durex because you need too much talent and creativity, but it is easy to imitate Wanglaoji because all you need is a good brand strategy and a consistent advertising theme.

Of course, some people will say that this is also difficult because it is very difficult to determine a correct strategy.

That makes sense, but you have to know that things like strategy can be learned and are easier to copy than talent.

The problem is that sometimes you propose a company strategy without studying the strategy carefully: we want to be the best tire brand in China.

Dear boss, this is not actually a strategy, it is just a goal. It is a typical strategic mistake to regard a goal as a strategy.

Strategy is a set of coherent activities that guide the company's behavior. Please carefully savor the meaning of this sentence.

Let’s talk about Wanglaoji again. The promotion of Wanglaoji uses money to exchange for efficiency. Every billboard, every TVC, and every targeted screen are repeating one message: If you are afraid of getting a sore throat, drink Wanglaoji.

The creativity remains unchanged and the investment continues, day after day, for ten years.

The bigger the company, the more it needs to use money to improve efficiency rather than rely on talent.

Durex is also very big, right? Haha, because condoms cannot be advertised, did you know that?

Finally, a statement:

1. Don’t think that new media marketing is particularly cost-effective. Its cost-effectiveness may be even worse than traditional advertising. It depends on who is operating it.

2. Don’t count on becoming famous overnight. If you have studied probability theory, you can divide the number of hot marketing events this year by the total number of brands in the country to calculate the probability of such a good thing happening to you. If you are still obsessed, it means you haven't learned probability theory well.

3. Don’t think about using your talent to solve a problem that can be solved with money.

4. Stop pushing your new media department. What you should think about is whether there are other ways. Or consider whether this department should be abolished, because new media and old media are actually both doing marketing, which is the same thing. There is no need to divide them into two groups.

5. The conclusions stated above are all conclusions made in a specific context. Any boring and argumentative comments will not be responded to.

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