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Stars From The Stars, The Stars Are Far Away And The Marketing Is Very Close.

2014/7/20 11:45:00 45

The "Lee Min Ho fever" triggered by CCTV Spring Festival Gala (P) has not yet completely passed. The streets, lanes, forums and WeChat have talked more about the topic of Professor Kim Su Hyon and Professor Du.

If you don't know the meaning of "fried chicken and beer" in this year, you will not know what the stars are. It is estimated that you will not be able to describe Altman with "Altman" after 90.

A Korean drama from the stars has become the most popular entertainment topic in China just like the "Jiangnan style" in 2012.

The "Star" fever has even led to the development of related industries: orders for frozen chicken wings have surged, and two thousand of the brand cloaks have been sold out.

to make brand marketing by leveraging hot events has now been regarded as a standard match for major enterprises.

Recently, "you from the stars" have just been broadcast. This is the kind of representative that the big brands are trying to pull themselves together with the "stars". But is it really effective to have such a hot topic borrowed by force?

> a href= "http://sjfzxm.com/news/index_p.asp" > Enterprise < /a > marketing is also "catching up with stars and becoming hot". /p >

"these practices which are closely integrated with hot topics have gained good exposure and spread on the micro-blog platform respectively, while the growth of fans and effective interaction on WeChat platform have been harvested."

in the occasion of the "Star" campaign, the biggest winner should be regarded as the Xiamen PBA cosmetics company, which was put on the hot topic of sina micro-blog, called "animal fake". With the internal letter of "a special call for animal hunting for employees of the enterprise," a large amount of exposure was gained overnight.

However, before taking the successful case of PBA as a topic of topic marketing, do you think that this kind of "special fake" exposure is a bit familiar?

comparing the micro-blog's Philharmonic employee welfare aunt's voucher in 2012, it is obvious that PBA's "beast calling" is a form of reference.

In fact, with a little search, we can see that many enterprises such as the nine tour network, the group lending network and so on have also used the game method similar to the call of animals, but PBA has done the best in grasping the time points and caught the front of other brands.

Less than P, fast moving consumer goods companies will be able to ride the "stars", even the enterprises in the real estate industry can not escape.

In the drama "you from the stars", the Sohu focuses on the hot topic of "400 years of buying the land by the aliens, and the real estate is everywhere".

In addition, in order to conquer female users, advertisements add more warmth and sensibility to products and communication copywriters. They use hand drawn cartoons to express activities, interesting tidbits and advertising slogans with "you have a home and the whole universe".

"in the era of" a href= "http://sjfzxm.com/news/index_p.asp" mobile "/a" Internet era, users are faced with many choices, so that Sohu buyers can break through in many real estate applications. Brand is only a stepping stone to enter the market, and according to user preferences and needs, it is the key to achieve the characteristic innovation and innovation around the characteristics of APP products and attract users to participate.

Li Dan, general manager of Sohu focus mobile division, stressed.

in order to attract the target audience of white-collar women, Sohu focuses on launching online activities such as "forwarding complimentary, fried chicken free delivery" in the products, mobilizing users to participate and disseminate through micro-blog and WeChat platforms; launching the "Sohu version of your star" app's Sohu Purchase Assistant, combining the comics, interface, activities and content push on the client side; introducing app in the app store by "program ape tucking"; the "mysterious male god" delivers the "fried chicken beer package", which leads to conjecture, the male model delivery is truly interactive with the users, and encourages the two spread of micro-blog and WeChat.

Li Dan feels that, judging from the stability of the current mainstream mobile marketing platform, or from the acceptance level of the public, the vast majority of enterprises are still in the stage of exploration and trial.

A small campaign, its main purpose is to train troops and accumulate experience, and strive to familiarize themselves with the new generation's play, laying a good foundation for the full entry into the mobile era in the future.

< a > href= > http://sjfzxm.com/news/index_p.asp > fast > /a > reaction and effective formation /p >

disaster events are generally hot spots. For enterprises, they are not completely untouches.

The grasp of this degree mainly depends on the relationship between brand and events in this event.

in this "Star" craze, we see that many enterprises are involved in marketing by borrowing, bundling "social hot topics" and "hot topics of film and television" to attract users' attention and seize the opportunity to promote their products.

But it seems that the same topic marketing is completely different in operation.

the characteristics of social hot topics are sudden, uncontrollable, short life cycle and unpredictable.

For this type of topic, it should be the first time of speed marketing, only to win quickly.

The speed of creative ideas is fast and the cost of spending is fast, because it is very likely that you have a great marketing plan, from discussion to approval to start execution. After two days, the incident is out of date and ignored.

look at the "hot topic of film and television" again.

Its characteristics are: predictable, long life cycle and stable topic.

From a preheated publicity to a theatrical release to a downline, the peak of a film is at least 1 months or more. The same is true of TV dramas. From preheating to broadcasting, it is a long process, not to mention those popular arts, and the heat of discussion can be maintained for a whole season.

Such a long life cycle allows marketers to fully prepare and gather feedback in specific operations to make adjustments accordingly.

For example, in August 2012, Italy Juventus and Naples came to China's bird nest for the super bowl. This game has touched many fans and is a great opportunity to spread the brand for jeep, the sponsor of Juventus.

As the creative leader of Beijing Lingshi advertising company, black and white feel that this is an excellent opportunity for jeep to participate in topic marketing. Since August 9th, every day, he has released a series of posters directed at Juventus on micro-blog every day, which are black and white, vivid and vivid.

After winning the support from the fans, he said he would insist on doing 30.

from the first day, micro-blog has been forwarded by Juventus fans and Jeep China.

Later, as Huang Jianxiang joined the attention and forwarding of micro-blog, fans of the two teams rushed to and watched the micro-blog. Finally, the fans of Naples attacked the fans and triggered a "war" among the fans.

Liu Dongming, the founding expert of the Internet marketing class of Tsinghua University, thinks that hot topics can become popular. In the event, there will always be a symbolic format. For example, the "stars" hot beer and fried chicken, the "horse riding dance" in Jiangnan style, the "The Legend of Zhen Huan" and the "object" in fan marketing are all the objects of imitation and Tucao; and enterprises only need to find the fit of their products or activities with this topic, react quickly, and timely launch, generally can get a certain degree of attention and Tucao.

the "double edged sword" of the potential marketing is .

people are always more interested in negative things. Whether they are negative news or negative images, they are more likely to attract attention. If enterprises can skillfully use negative events to export positive energy, they can also achieve unexpected results.

this time, Malaysia Airlines "lost contact" incident has been affecting the nerves of the Chinese people, almost every day is news headlines.

However, behind such a high-profile event, some enterprises are not very sensible to play the game of borrowing.

For example, Jiang Nan Chun, chairman of the Focus Media, on the second day of Malaysia Airlines's "lost contact" incident, made a marketing and consumer misfortune for Yongan insurance on micro-blog with a frivolous tone and a slightly gloating attitude. It became the object of abuse and condemnation by netizens.

Jiang Nan Chun said on micro-blog: in this year, it is impossible to say that the aircraft can also be missing. The Ministry of administration has ordered 100 Yongan airlines' latest air insurance 200 yuan to guarantee a one year flight, and the insured amount is 10 million yuan to the top executives. If the plane is missing, it will eventually have a guarantee for the family members.

"P." coincidentally, Volvo also beat the abacus of Malaysia Airlines's "lost contact" incident. Volvo said in the micro-blog that the search and rescue work for the missing Malaysia Airlines mh370 flight is now in full swing.

Travel safety is also the most concerned aspect of Volvo motor. Let's pray for the 239 lives on this airliner!

Jiangnan Chun and Volvo automobile consumer calamity were all criticized by netizens. Two of them quickly deleted micro-blog content.

As for the choice of the borrowed topic, Li Dan thought that he would not choose three topics.

Although things that are good to spread must be negative, exposure will increase in the short term, but if this is not well handled, it will affect the positive character of the brand, especially the enterprises should not be able to catch the eye and stimulate the public sentiment by consuming hardships.

"P", a ship on the high seas lost contact with a storm. At this moment of anxiety, one of the passengers drifted on the high seas for a few days and dialed the China Mobile cell phone number because the whole ship was eventually rescued.

This incident was later made by China Mobile into TV advertising, not only did not cause consumers' antipathy, but also highlighted the advantages of China Mobile signal.

in Liu Dongming's view, disaster events are generally hot spots, and for enterprises, they are not completely untouches.

The grasp of this degree mainly depends on the relationship between brand and events in this event.

If the outcome of a disaster is changed due to the emergence of the product, it can still be marketed afterwards.

P, of course, negative events can always be noticed by more people. People are always more interested in negative things. Whether they are negative news or negative images, they are more likely to attract attention. If enterprises can skillfully use negative events to export positive energy, they can also achieve unexpected results. For example, in 2012, McDonald's apologized in time by CCTV's "3. 15" negative exposure, but unexpectedly won public sympathy.