When Royal Wedding Encounters Business Planning&Nbsp; Which Businesses Are "Bright"

The British royal family said they would not accept anything of a commercial nature wedding Sponsorship, it doesn't matter, this is still a 620 million business 。 ?
1. Let's see who is on

Sometimes we have to believe in the power of love.

Before the British royal family announced the engagement of Prince William to his girlfriend Kate Middleton in October 2010, the British people felt that their country was terrible: the royal family continued to create negative news, and the European debt crisis in 2010 made it harder and harder to find jobs and less welfare. Even this year, the UK deficit is still as high as 155 billion pounds.

But now it doesn't matter. The big wedding makes the atmosphere suddenly clear. Although the royal family declared that they would not accept any commercial form of sponsorship, according to the estimation of Verdict Research, the market research company, the royal wedding is expected to increase the UK's income by 620 million pounds, including the direct income from retail and tourism sectors, as well as the indirect income generated by the improvement of residents' consumption psychology, which is expected to drive the UK Economics Increase by 0.25%.

When Kate announced her engagement in Issa's blue silk dress, the dress was immediately snapped up on the Net-a-Porter website, and the sales of the 2011 autumn/winter series trailers of the same brand increased by 45% over the previous year; When fashion chain Reiss re released the white Nanette skirt Kate wore in her official engagement photo, the sales of the skirt reached the speed of one piece per minute.

The wedding is the climax of this grand event, and the business opportunity is even within minutes. For example, ABS, a fashion design company with celebrity dress as its inspiration, has set the stage for the wedding dress production. At the first time Kate wore her wedding dress, ABS has started their production and redesign process. On the one hand, someone has drawn sketches for their skirts, and on the other hand, someone has begun to make patterns and sample skirts, Others selected suitable fabrics that looked similar to Kate's wedding dress efficiently and carefully, and then everything started - the first skirt they produced came on the market at 24:00 London time on the wedding day.

Let's look at it from another angle. In fact, even if they are not on the scene, media such as Twitter, Facebook and YouTube are enough to satisfy all kinds of gossip. They are more like a panoramic preview of public attention than live television.

On Facebook, more than 17.9 million people have viewed the wedding video on the official channel, of which the most popular is the vows of two people in the church, which were watched more than 1.1 million times in total; Nine of the top ten trending topics on Twitter are about the royal wedding. On the wedding day, there are an average of 300 messages released per second during the peak usage period; On April 28, the number of videos with the label of "royal wedding" uploaded to YouTube reached 460000; In addition to these, there are Flickr, as well as TV media and new media's comprehensive three-dimensional display of the wedding. We were not there, but we knew more than we did.

In 1981, when Diana and Charles got married, their affectionate kiss on the balcony of Buckingham Palace surprised hundreds of millions of viewers. The same is true this time. When Kate and William kissed each other for the second time, Akamai, an American CDN service provider, recorded a peak of 5.3 million global Internet visits per minute, which reached 3 million in the process of the wedding, far exceeding their previous 1.6 million in the World Cup.

Some people become lucky if they don't do anything. For example, The Goring Hotel, which was only an unknown five-star hotel before, was chosen as the place where Middleton and her family stayed before the wedding. This hotel has become famous overnight, and may be a popular place for tourists to stay or visit in London for a long time in the future. In addition to the upcoming Olympic Games, the hotel owner may have seen an infinite "money scene".

If you are a marketer trying to find opportunities in big events, T-Mobile is a good example. This company became the largest communication service provider in the UK by merging with Orange in 2010 and produced a virus video as part of their "shared life" brand promotion plan. This video finds all kinds of people who look like royal family members. They dress neatly in St In Bartholomew Church, the wedding process was played with singing and dancing. This popular viral video was also favored by William's brother, Prince Harry, who put it on his Facebook page. By the noon of the 29th, this viral video had been watched 14.445 million times.

A lot of people became famous in this "commercial" royal wedding. Now let's see who they are and where they are. {page_break}

2. Where did they light up

The diamond crown Kate wore on her wedding day was borrowed from Queen Elizabeth and named "halo". It was made in 1936. It was bought by the Duke of York, later George VI, and given to Elizabeth as a gift for her 18th birthday.

Kate's wedding dress was created by Sarah Burton, the current leader of the brand, and the shoes Kate wore at the wedding were also from the brand.

The shirt that Prince William wore on his wedding day was customized by Italian high-end shirt manufacturer G. INGLESE. This garment factory is located in Ginosa, a resort town in southern Italy. Although it is remote, it is a pioneer of Italian fashion brands. It is said that the brand is also a favorite of Beckham and the Japanese Prime Minister.

The diamond earrings worn by the bride and bridesmaid at the wedding, the earrings worn by the bride's mother, and a gold pin worn by the bride's father and brother, all by Robinson Pelham

The wedding gift for guests is a limited edition customized scarf, produced by Centex Luxury Clothing Company, which mainly designs scarves for Burberry. The scarf is handmade. The patterns on it are divided into the British "rice flag" flag and animal patterns, and there are three different color combinations: red and blue, yellow and gray, and brown and purple.

Shane Connolly, a florist, picks flowers for the wedding bride according to the royal family tradition, Kate family and flower language.

When Middleton announced her engagement in Issa's blue silk dress, the dress was immediately snapped up on the Net-a-Porter website, while the sales of the 2011 autumn/winter series trailers of the same brand increased by 45% over the previous year; When fashion chain Reiss re released the white Nanette skirt that Middleton wore in her official engagement photo, the sales of the skirt reached the speed of one piece per minute.

The wedding cake was designed by cake designer Fiona Cairns. Kate and Prince William love this brand of fruit cake.

For the dessert menu on the wedding day, Prince William specifically ordered chocolate cake cake, which was produced by T McVitie's Biscuit Company.

After the wedding, Prince William drove a royal blue Aston Martin sports car and left Buckingham Palace with his bride Kate. This is a DB6 Volante MKII convertible sports car produced in 1969, a gift for Prince Charles on his 21st birthday. There are only 38 in the world. Prince William borrowed the car and converted it into a bio alcohol powered car.

3. Live broadcast of love in the digital era

On the cover of the new issue of The New Yorker, William and Kate, wrapped side by side in bed sheets, were embarrassed and frightened, because the Queen of England, William's father Charles and stepmother Camilla were standing in line. Several pairs of eyes staring at a couple with ardent eyes, this feeling of being noticed... actually, they have experienced it at the wedding ceremony.

If you consider that the channels of communication have gone from traditional media to Google to various App applications, the number of "2.5 billion viewers worldwide" is actually meaningless. When NBC released this figure, it also announced that the number of online viewers of this royal wedding has exceeded the number of Michael Jackson's funeral and President Obama's inauguration ceremony; And compared with the World Cup, people are more patient when watching the video of the royal wedding.

"If you draw a picture of the viewing time, the World Cup was more like a needle, because people concentrated on watching the finals, and once they saw the score, they would change channels." An NBC spokesman said: "In contrast, the viewing time of the royal wedding was like a small hill with a slow pace."

This is a three-dimensional observation, and all the figures were generated within 24 hours from April 28 to 29. As far as Twitter is concerned, the royal wedding was almost outdated at 9:27 p.m. EDT on May 1 - more than half an hour later, the news of the killing of bin Laden was first announced.

For the British royal family, this is the first time they have communicated their every move to the public on the Internet. Although in addition to the official website of the royal wedding, there are 300 new websites around the world for this event. As for Google, of course, they drew doodle (Google search theme). In addition, they also provided a 3D wedding route map. As for the ordinary Google street view, when users move the little man to Buckingham Palace, they will become the bride and groom.

Let's take a look at the British royal wedding 30 years ago. On July 29, 1981, according to the records of the BBC, 750 million viewers watched the wedding on television; Nearly 55 million Americans got up at 6 am that day to watch. The "royal program" recorded the amazing moments of the wedding and made a 25 page manual, which people can buy for only 50 pence. In addition to the badges authorized by the Queen to symbolize the royal carriage procession and wedding ceremony, the cover of the manual has no redundant words and printing.

Back to the saying of "2.5 billion viewers worldwide" - from the perspective of media communication of such a large number of people, did so many people really sit in front of the TV and watch the TV broadcast?

　　Facebook

In the 24 hours before and after the wedding, 6.81 million people published comments or news about the "royal wedding" on Facebook, 9.4 million comments in the past week, and 74 status updates about the royal wedding every second at peak hours.

The Royal Family's official Facebook account "The British Monarchy" was liked by about 490000 people, and their EVENT page "Royal Wedding 2011" was liked by 37479 people; Prince William of Wales, the groom, was praised by 169000 people; The page of bride Catherine Elizabeth "Kate" Middleton was praised by 17434 people; Kate's sister and William's brother also received attention on Facebook.

　　Livestream.com

Cooperate with the Associated Press, the British Press Association, CBS and Entertainment Tonight to broadcast the wedding live; According to statistics, a total of at least 2 million people watched the wedding through Livestream, and a record 330000 people watched live video online, breaking the company's highest record.

　　Akamai

The largest CDN service provider in the world handles 3 million viewers at the peak of the wedding, far exceeding their previous data of 1.6 million at the World Cup.

　　YouTube

This is the first time that the British royal wedding has been broadcast live on YouTube through The Royal Channel. The most popular part of the channel is the vows of two people in the church, which has been watched more than 1.1 million times. The most popular video on YouTube is the first kiss video of two people, which has been viewed more than 2.5 million times. By April 28, the number of videos tagged "royal wedding" uploaded to YouTube every day had reached 460000.

　　Yahoo

With record breaking traffic and video viewing times, users' requests for live broadcast reached 40000 times per second, 21% more than the traffic for Michael Jackson's funeral, breaking the record of 33000 video viewing requests for the Japanese tsunami.

　　Tumblr

There are 15500 related notes,

On Kate's personal page, netizens uploaded photos of two people kissing and spoofing, obtaining a total of 29000 access records. Before the wedding, there were only 200 similar page views.

Wedding official website

　　officialroyalwedding2011.org

According to Alexa's statistics, the average global traffic of the website in the past three months ranked 5905, 1364 in North America and 530 in South Africa; From April to May alone, the global ranking soared from the original 10000 to 1000.

　　Twitter

During the peak usage period of users on the wedding day, an average of 300 messages are released every second. In the 24 hours of the wedding, on average, 5000 messages about the royal wedding will be sent out in one hour. Nine of the top ten trend topics are about the royal wedding, with keywords ranging from "royal wedding" to "they kissed" and so on@ Royal wedding has more than 90000 followers, of which 44000 followed it 24 hours before the wedding. These people have influenced more than 1.5 million Twitter users. The most active areas to discuss royal wedding on Twitter are London, New York, Paris, Toronto, Sao Paulo and New South Wales. Women pay more attention to royal weddings than men: the proportion of men and women who follow weddings on Twitter is 36:64. {page_break}

4. There are still people not lit

When Prince Andrew's eldest daughter, Princess Beatrice, appeared in front of Westminster Abbey wearing that exaggerated pink bow hat, she certainly did not expect to be "spoofed" by netizens one after another. The princess, who likes to frequent social occasions, didn't dress up properly this time, especially compared with the overall traditional atmosphere of the wedding. Someone even set up a page on Facebook called "Princess Beatrice and her ridiculous hat", which has attracted more than 12000 visitors as of May 3. Netizens who never lack imagination have made her hat ornaments into weapons, cat holes and even toilets in Star Trek.

The BBC also failed to handle the situation properly. After the live broadcast of the wedding, a business news editor of the BBC released a message on his Twitter: "Let's not forget that for the new couple, the highlight of this big day is that they should go to bed next!" This twitter caused a huge uproar once it was released, and was deleted hours later at the strong request of the BBC executives.

The BBC is a bit tragic this time. When Kate and his father's limousine slowly stopped in front of the church door, the whole world was holding their breath and waiting for the unveiling of the wedding mystery. At this moment, people who chose to watch the live broadcast of the wedding on the BBC website found that the picture suddenly stuck. After the hasty refresh, the words "This page can't be displayed" popped up - the BBC website crashed at the moment Kate got off the bus due to the heavy traffic.

Angry netizens sneered at the BBC on Twitter: "Thank the BBC for providing us with a blocked live online video!", "If I had known this would happen, I should have turned to the live broadcast of ABC an hour ago!" The BBC was very aggrieved, because they invested 550 people in the work team and 2 million pounds for the royal wedding.

In contrast, the preparation of "OK!" is a bit dubious. This British magazine focusing on celebrity gossip is most famous for its special report on celebrity weddings. In 1999, OK! Spent 1.2 million pounds to buy exclusive filming rights for Beckham's wedding, but this time they only released a special issue with a celebration video DVD after the wedding, and did not do any publicity. On their official Facebook account, they didn't even post any links to the wedding special issue.

"OK!" is particularly eclipsed by the hard marketing efforts of rival magazine "Hello!". The latter cooperates with the advertising media Ocean Outdoor. Since the noon of April 29, it has scrolled the pictures of royal wedding on two double-sided high specification electronic screens owned by Ocean Outdoor in real time. The two billboards are located on the traffic arteries to and from London, which is estimated to attract the attention of about 1.1 million drivers. In addition, the magazine itself will launch the royal wedding special edition on the following Saturday, which is four times the normal edition of the magazine, with 268 pages in total. After the wedding, Twitter was full of complaints that the special issue of Hello! Was sold out, while eBay sellers auctioned the special issue of Hello!, starting at 89 pounds. As for OK!, only one tweet said, "I really want to see OK! On DVD."

According to a survey by the Daily Telegraph, 1/3 of UK smartphone users have downloaded an app about the royal wedding. On the wedding day, iPhone and iPad royal wedding related applications were downloaded 26000 times.

But the good news stops here. According to the American magazine Network World, many people are complaining that these applications "look beautiful". They checked 16 "royal wedding" applications, and accompanied with sharp criticism: "Another countdown software, nothing new!", "This application, which claims to provide the latest information about the two people, is actually full of a lot of information that seems to be stolen from Wikipedia or other websites."

The iPhone photo sharing application Color, which should have been bright, also failed to seize the opportunity. They claimed that this move could "record this great event in British history from the perspective of ordinary people". Another implication was that Color hoped to get rid of the suspected invasion of personal privacy that had been criticized before.

However, as of May 6, only 513 photos have been uploaded to the specially opened event page through Color. Compared with tens of thousands of views of relevant photos on Facebook and Flickr, 513 photos are not worth mentioning. It seems that people choose the former between focusing on events and focusing on social activities. In particular, Color is not a favorite social tool.

If you know that this is the third time Color has failed in marketing, you will feel sympathy for this ambitious company. Maybe in the future, Color and those brands that fail to light up can be given any opportunity they want to correct, but consumers often lack patience.

It is never easy to catch attention. Therefore, we have summarized 9 marketing classics, which will be useful.

1. Fully support marketing activities with social media

It seems that we can draw the conclusion that any event that will attract a large number of TV viewers will inevitably lead to a peak of social media visits, and this royal wedding is one of them. With such a concept in your mind, it will become essential to use a suitable social media to complete marketing activities. However, it seems that the royal family has done a good job in this matter. Try @ ClarenceHouse on Twitter to see what the royal family has done for this wedding.

2. Emotional appeal is an everlasting chip

Although the current marketing industry has long turned its attention to smart, slick, innovative and even ironic methods, this royal wedding still tells us that there is a traditional marketing strategy that will never go out of date, that is, emotional appeal. Even though the whole world believes that the royal family is outdated and does not meet the requirements of the times, the attention brought by this wedding tells us that the royal family also has love, and the royal family also has a romantic history.

3. Pay attention to control negative news

Of course, there are also many negative news around the royal wedding. For example, people will not forget to calculate the financial account of the wedding when the British economy is in such a difficult situation, how much the taxpayer will pay for the wedding, and how much the UK will lose due to public holidays. But if the main players of this big event have been prepared for it, then the negative news is nothing.

4. Let people "expect"

Smart marketers started telling their customers a few weeks ago that "we are counting down", "you will find something new", and so on.

5. Turn small details into big news

In such a big event, even any small thing related to the participants may become the focus of attention. For example, an Australian wool producer presented Prince William with several pieces of wool used to make his wool coat as wedding gifts. This initiative allowed them to use the leverage effect of the wedding at a low cost.

6. Make sure you are an "expert"

The media are eagerly looking forward to any news that this wedding is a gimmick, and those who want to do business with this - from big name fashion designers to nameless wedding shop managers - have emerged from all over the world, from all directions, and they have invested great enthusiasm in the bride's clothing, wedding cars, wedding cakes and even tableware manufacturing industry. In fact, in most cases, these businessmen simply do not know the overall situation of the wedding or the story behind it, but this does not affect their business. Just like ABS clothing brand, with a cadre of professionals in their own industry, they can earn enough money by using this gimmick.

7. Grasp the information flow/set the agenda

The British royal family has set an example for marketers on how to control the information flow in major events. Although the royal family cannot control the experts' comments on the wedding dress, it can at least set a stable news agenda that is conducive to itself - for example, by publishing the list of some invited guests to curb speculation, release the background story of cake design and flower layout in advance, and release the photos of wedding rehearsals, etc, Clarence House even specially developed a notice manual for the free use of royal photos, as well as a detailed guide manual for the production of related souvenirs.

8. Carefully select marketing content

If you want to get a piece of the cake in a big event, it's better to choose the right time to "disclose" some of your marketing plans or product related stories to your customers and potential customers in advance. For example, set up a blog to tell you how you plan to participate in the big event of the wedding, or what kind of special activities related to the wedding you plan, etc. We have seen how the betting company takes the color of the hat that the British Queen may wear and the length of Kate's wedding dress as the gambling content. In fact, there are many other ideas. For example, a travel agency listed five places where the couple might go on their honeymoon, attracting many people's attention.

9. Let go and play High

Although many people who pay special attention to this wedding also have a kind of self-knowledge, that is, it's really silly to pay full attention to this wedding. But marketers should not take this idea with them. Instead, they should mobilize every excited cell to make a living in this activity.


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