Article source:China construction machinery business network                  Posted in:2014-9-2

Recently,ALS Ice Bucket Challenge is popular online.Facebook reports that,"there are 1.2 million people releasing ALS Ice Bucket Challenge's video and 15 million people participate in the discussion of this topic."There is no double that ALS Ice Bucket Challenge is a great successful marketing case.As construction machinery which is depended on marketing,we have to think that what we are absent.

1 the weakness of virus marketing
The main factor of virus marketing is best use of network.In view of the whole of industry,the usually activities are exhibition,promotion will at present and network broatcasting.There are few enterprise using official microblog and official Wechat to broatcasting.Maybe they think it is not essential or there are a little of effect.It is the first step to make best use of Internet platform and channels of communication for marketing.

2 lack of innovation
You can choice pouring ice water from the head to toe or donate 100 dollar to help other people.Benefit from celebrate influence,it has increased great interactivity and enjoyment causing a lot of attention.

3 neglect the influence of celebrity
Put these names,Bill Gates, Zuckerberg, Cook, Kobe Bryant together,it is the worth of improving oneselves,so a lot of celebrities took part in.Then,after the join of the these people,there are a lot of fans pay close attention to it.Inmagic that one day,Zhengzhou Huazhong Construction Machinery Co.,Ltd. posts a new product,such as gantry crane,and Liangwengen,Tangxiuguo and Xiangwenbo transmit that news,or only post a photograph which is their group photo with this machinery,what will happen?

The success of ALS Ice Bucket Challenge is not by accident.Although many people argue that their behavior is not charity but making a show,there are unique creation,communication media holding the psycholocial of audience.Every point of these is important for construction machinery deserving study and reference.