Four key points in planning product marketing: find the right point, choose the right person, do the right thing, and use the right media

Recently I saw a video of a young man using coins to make shapes on a high-speed washing machine. This young man is the internet celebrity known as "Li Ke Ge". After watching the video, I was shocked. Li Ke Ge is so awesome!

(one)

One is the internet celebrity Mechanics Brother, and the other is a Haier washing machine. After watching the video, I realized that this was obviously a "premeditated" event marketing ! However, this clever combination of events and products is still worth analyzing. Let’s briefly review the process of Brother Lixue standing a coin on a Haier washing machine.

1. Video explosion

The video of Brother Mechanics building a triumphal arch on a high-speed washing machine was shared on platforms such as Tencent, Youku, iQiyi, and Miaopai ;

2. Start a topic

After Haier Washing Machine posted the video of Brother Lixue on Weibo, it immediately launched the #Coin Master Challenge# activity topic;

3. News fermentation

News such as "Mechanic Man Challenges New Difficulty by Placing Coins on Washing Machine" and "Mechanic Man Returns to the Game..." made headlines in major media outlets;

4. WeChat communication

See related topics on Haier washing machine WeChat official account and some WeChat big accounts;

5. Zhihu Science

Answering netizens’ questions on Zhihu: “What is it like to stand a coin on high difficulty? ”, in the Zhihu column, popularizes “Little-known facts about the mechanics of life, easy to understand for all ages”.

(two)

Three days after the video was released, it was viewed a total of 2 million times on several video platforms. Why did so many people pay attention to it?

1. Celebrity explosion

"Mechanics Brother" is a student of the Department of Mechanics at Zhejiang University. He can be said to be a true mechanics brother. He became famous on Renren.com in 2011 and built various buildings with coins. Previously, it was only spread through pictures. In November 2016, the mechanic brother playing with coins appeared again on major websites, and the difficulty was increased by placing it on a running washing machine. It was really screaming.

2. Universal participation

Haier Washing Machine took advantage of the opportunity to launch the #Coin Master Challenge# event, inviting everyone to participate in the challenge of "Mechanics Brother". Actually, after watching the video, I also wanted to try it, but my washing machine at home vibrates too much. Besides, it is not so easy to stand a coin on the table. However, there are many masters among the people. It is said that a "balance guy" came and posed with a "slender waist" shape on the washing machine, which is really amazing.

(three)

Why did Brother Lixue and Haier washing machines create such a big incident together?

Many people watch the video for fun, but in addition to exclaiming at the superb skills of the mechanic brother, they can't help but admire the washing machine. Well, that's the "point"!

Products and Events

The combination of this product and the event is quite close. In the video, the first thing everyone sees is Brother Mechanics making a coin shape, and then the camera zooms out to see that it is actually a washing machine, and a high-speed one at that.

Directly lead to the user's questions:

1. What brand of washing machine is this?
2. Why is this washing machine making no sound?
3. Why is the washing machine so stable and without vibration?

The Haier washing machine logo was revealed in the video, and then the brand's official Weibo and major media reported the news, leading from the incident to the product performance, such as achieving quiet and smooth operation of the washing machine. Haier washing machines are constantly innovating, and were the first to introduce and use direct-drive motors, replacing traditional motors with belts to drive the inner drum to rotate, thereby minimizing noise. Through events, users can directly experience the "quiet washing" experience, which has a strong impact and sense of immersion.

Products and Users

It is difficult for users to perceive the performance of a product, or what advanced technical capabilities a product has, before they make a purchasing decision. However, by triggering users' imagination and participation through an event, it is easy for users to recognize the product's "quiet and balanced" performance.

For washing machine products, in addition to the basic function of washing cleanly, you will find that the noise problem of washing machines has become a user pain point that needs to be solved urgently.

What are some other good event marketing cases that combine “product and event” or “product and user”?

1. Blendtec blender and iPhone 6 Plus

An uncle used a blender to blend a brand new iPhone 6 Plus into pieces. Besides feeling sorry for the phone, everyone couldn't help but applaud the blender's capabilities! This video has incredible virality!

2. Xiaomi MAX and boring live broadcast

In the first half of 2016, Xiaomi released the MAX large-screen mobile phone, and then did a boring live broadcast on Bilibili that lasted for 19 days. What was the significance of this live broadcast? The first is that it reflects the battery life and ultra-long standby time of this phone. The second is that the user group on Bilibili is completely consistent with the target users of this phone.

(Four)

What lessons can we learn from the coin-standing incident on the washing machine for event marketing planning ?

1. Find the right point

Sometimes when companies plan event marketing, the biggest fear is that they can't find the right point, and the planned events go against their wishes. For example, this Haier washing machine focuses on quietness and stability , so how can it be more extreme and effective? There is a direct match between the functional features and the key points of success of the "standing coin" . The product conveys quietness and stability to users, and the coins being stood on also need a "quiet and stable" environment.

Finding the right point means releasing the user's pain points and product selling points into the user's excitement points, and this excitement point is stimulated through video.

2. Choose the right people

From a planning perspective, the selection of this "washing machine standing on coins" internet celebrity is a crucial step. He is very interesting in himself, and the building built with coins is influential. He is a celebrity who comes with fans and attention.

This key figure is a perfect match with the product performance, which is very important. It is not an event marketing. You can just pick a beautiful internet celebrity to do a live broadcast. That is not integrating with the product, that is spreading the event. However, in terms of product performance interpretation and event effect, it is obviously not as powerful as such an internet celebrity with a professional label and temperament.

3. Do the right thing

After selecting the right key figures, the next step is to "do the right thing". This event is to "stand a coin on a running washing machine". This is the manifestation of the event. The core of the event is to reflect the performance of the washing machine. The way the event is spread is to spread it through short videos and trigger it through social media .

4. Use the right media

From the time this incident triggered the whole nation's participation, short videos (video websites), Weibo, news portals, WeChat, Zhihu and other media played different roles at different stages. The media is not a simple combination. We need to give full play to the unique characteristics of each media. For example, Weibo has great advantages in topics and national participation.

The communication points at each stage should be unified, and can be from shallow to deep, from a single clue to a multi-dimensional presentation.

"Find the right point, choose the right person, do the right thing, and use the right media" are the four key points in planning product event marketing. Many people only do the last two parts. You will find that the event may be popular, but people don’t remember the product. There are countless such examples.

So, we still have to applaud this event. Brother Mechanics is awesome! Awesome washing machine!

Mobile application product promotion service: APP promotion service Qinggua Media information flow

This article was compiled and published by the author @魏家东 (Qinggua Media). Please indicate the author information and source when reprinting!