The "formula for becoming popular" summarized after 10 years of marketing experience, 99% of the hot spots became popular this way!

The "formula for becoming popular" summarized after 10 years of marketing experience, 99% of the hot spots became popular this way!
"Formula for going viral": creating surprises + focusing on the source of communication + strengthening the memorable points Transform the unexpected creation into a core source of communication, stimulate media coverage , user sharing on social platforms and interpersonal communication, resulting in viral spread; at the same time, through the strengthening of memory points, achieve a marketing effect that makes users remember. The biggest headache for marketers is that they never know what will be the next hot topic? On the one hand, netizens’ tastes are becoming more and more sophisticated, and it is becoming increasingly difficult to be creative; on the other hand, there is too much information on the Internet, and it is becoming increasingly difficult to become popular. The marketing costs are getting higher and higher, and becoming popular at a low cost seems to be an impossible task. In fact, things that go viral have one thing in common, which is that they become popular by "creating surprises", which in turn triggers media coverage, user sharing on social platforms, and interpersonal communication. This article will specifically tell you how, in actual marketing practice, you can create unexpected things and use the "formula for becoming popular" summarized by Mr. Youliao to truly achieve low-cost attention step by step.   The article is long, but it contains cases and valuable information. Please read it carefully and you will definitely gain a lot. Let us first look at a case. “Poor Marketing” Case: Lenovo earned 100 million from a text message, Lenovo K860 sold 10,000 units in 1 minute and became a legend In August 2012, Lenovo launched the world's first 5-inch quad-core smartphone, the Lenovo K860. This phone was launched at almost the same time as the Xiaomi 2nd generation phone, but there was basically no preheating for this phone, so the outside world didn't know much about this phone, while the Xiaomi 2nd generation was particularly popular. The company’s marketing needs are simple: it must grab the attention of Xiaomi 2 and actually generate sales. At that time, the entire Internet marketing team created an accident and made Lenovo K860 a hit through a mobile phone text message, and achieved the legend of selling 10,000 units in one minute. On the day of the Xiaomi Mi 2 launch event, when the price was announced, hundreds of IT editors, journalists and digital enthusiasts received an unexpected text message: "Dear media friends, Lenovo will release the world's first 5-inch quad-core smartphone tomorrow. Please believe that #tomorrow will be better#." It was still the era of Weibo at that time. In response to this unexpected text message attack, many editors, reporters and enthusiasts directly posted the information on Weibo. This unexpected text message immediately became popular on Weibo, and quickly exploded on various other online channels. Many media were also reporting on the launch of the second generation of Xiaomi mobile phone, and they all focused on the news of this unexpected text message. Most of the headlines were, "Xiaomi second generation launch is besieged by Lenovo mobile phones" and "Firefight with Xiaomi 2, Lenovo will launch the world's first five-inch quad-core smartphone."  Please note that there is a key message in this text message, which is "Tomorrow will be better." Naturally, this is the core point that we hope everyone will remember, so that everyone can pay attention to the world's first five-inch quad-core smartphone that Lenovo wants to release next day. The next day, Lenovo released this mobile phone - Lenovo K860 in the spotlight. Many IT websites used the headlines of the entire network to report the news of the release of Lenovo K860. Zhongguancun Online even opened an area across the entire webpage at the top of the homepage for special reports. Soon, Lenovo K860 also won the greatest attention from consumers, squeezing out iPhone 5 and Xiaomi 2nd generation mobile phone, and topping Baidu's mobile phone ranking list. This is the first time that Lenovo mobile phone has topped this list. 

The message #明天会最好# instantly exploded, and the enthusiasts posted a Weibo Things are still going on. Later, in response to Xiaomi's hunger marketing, Lenovo launched the slogan "Don't wait for futures, grab the quad-core first". In view of the fact that the Xiaomi mobile phone 2nd generation only has a 4.3-inch screen, it specifically shouted "five-inch quad-core is a perfect match." This move is aimed at the second generation of Xiaomi mobile phone. Some media even published a commentary article saying "Lenovo is the one who hits Xiaomi's Achilles' heel". At midnight on August 28, Lenovo K860 went on sale for the first time on JD.com, creating an industry miracle of selling 10,000 units in one minute. To summarize this case, although there were marketing actions designed behind it, everything originated from the unexpected text message "Tomorrow will be better", which ignited everyone's attention to the Lenovo K860 mobile phone and achieved an industry miracle of selling 10,000 units in one minute. Lenovo K860 later became the best-selling smartphone on JD.com in 2012, and sold 245,000 units in the first month after its launch. The Lenovo K860 is priced at 2,188 yuan per unit. Based on the industry's average profit, it has fully achieved the goal of making 100 million yuan from a text message. 1. Low-cost “formula for becoming popular”: create surprises + focus on the source of communication + strengthen memory points Let’s first analyze this case to see how the Lenovo K860 phone became popular, and at the same time derive a low-cost “formula for becoming popular”. Create an unexpected surprise: When the second generation of Xiaomi mobile phone was released, hundreds of editors, reporters and enthusiasts in the mobile phone and digital circles received an "unexpected text message". It was this accident that immediately attracted a lot of attention. The media reported it one after another, everyone shared it on social media (Weibo), and people in the mobile phone industry were all talking about it. Focus on the source of communication: Everyone found that although this matter was spread through media, social platform sharing and other means, there were various forms of communication. But the core source of communication is this "unexpected text message". Media reports and sharing on everyone's social platforms are all based on this text message. Whether it is the content of the text message or the screenshots of the text message, they are all based on this core source of communication. Strengthen the memory point: In this text message, there is a key word, which is also the strengthened memory point: Tomorrow will be better. Let’s think about it. For this text message, everyone remembers the key point: “Tomorrow will be better.” So, everyone will remember to check out what kind of mobile phone the K860 released by Lenovo is the next day. The purpose of our marketing and attracting attention is ultimately to make users remember our brand, products or services. But we receive a lot of information every day. There may be a lot of information in a hot event that we hype, and people may not be able to remember it all. Therefore, we need everyone to remember a key memory point (what kind of memory point is easier to remember will be specifically discussed in the part of strengthening memory points), so that we can leave a deep impression in the user's mind and eventually remember it. Based on the above, we have: Low-cost "explosion formula": create surprise + focus on the source of communication + strengthen the memory point Specifically, it is to transform the created surprise into a core source of communication, stimulate media coverage, user sharing on social platforms and interpersonal communication, thus forming a viral spread; at the same time, through the strengthening of memory points, a marketing effect that makes users remember is achieved. However, everyone will say that this is just an isolated case and it does not prove that this “formula for becoming popular” is universal. In fact, most of the low-cost hot spots or marketing cases on the Internet that have become popular have followed this "popularity formula". If you don't believe it, let's take a look at a few low-cost popular cases: The " Durex Overshoes" incident that was all the rage in the Weibo era: 

 Create an unexpected event: Beijing was hit by a torrential rainstorm that day, and someone posted this on Weibo, saying that if you cover your shoes with a condom, you don’t have to worry about your shoes getting wet. It's mind-blowing and very unexpected. Focus on the source of communication: The core material of the communication is very simple, which is a photo of Durex overshoes, which perfectly shows this "accident" and quickly spreads virally. Strengthen the memory point: The memory point is "Durex overshoes", which is simple, specific and very easy to remember. Although many years have passed, people still remember this case today. The previous hot topic of "the driver slapped the SF Express delivery guy": Although this is not a marketing case, it still conforms to the low-cost "explosive formula". Creating an unexpected event: A SF Express deliveryman's tricycle scratched a private car, and the car owner slapped the SF Express deliveryman hard, and the SF Express deliveryman did not fight back the entire time. It's very unexpected and against common sense. Scratching a car isn't enough to warrant slapping someone in the face. Moreover, even after being beaten like that, the SF Express guy didn’t fight back. Focus on the source of communication: The core source of communication of this incident is this full video shot by netizens. This video quickly spread through the media and various social platforms, quickly becoming a viral phenomenon. Strengthen the memory point: The memory point of this incident is "the driver slapped the SF Express delivery guy wildly". It has a strong story, is simple, can arouse people's emotions, and is very easy to remember. If you still don’t believe it, you can find some hot events, news or popular low-cost marketing cases to see if they all conform to this low-cost “explosive formula”. The low-cost “formula for going viral” is now clear, so let’s take a closer look at the three steps in the formula and how to implement them most effectively in actual marketing. 2. Create surprises: Design marketing targets as “unavoidable links” Creating surprises is the core of “poor marketing”, which is to attract attention at low cost. However, many marketing projects go wrong at the step of creating surprises. In the marketing circle, there are many cases of self-excitement. The project is very popular, which is quite unexpected. Everyone is paying attention to it, but they just don’t know what marketing is. How to solve this? 

The president of ivvi appeared at the press conference hanging in the air on a wire There are many such cases, here are just a few. For example, in April, the case of “IVVI’s president appeared at the press conference suspended by wires: he was hanging in the sky and couldn’t come down” was widely circulated. But what does this have to do with the new products released by ivvi? What is ivvi? What brand is it? What products does it make and what did it release? In fact, in this case, creating an unexpected thing itself is a good thing. The president appeared on the stage suspended by a wire and was hanging in the sky, unable to come down. It was very unexpected and had good communication properties, but we just don’t know who the marketing target is.  

The "300 Spartans" were pinned down by the police Let’s look at another case from 2015, where the “300 Spartans” were pinned down by the police. At that time, photos of a group of handsome foreign models with most of their bodies exposed were all over Weibo and WeChat Moments , and they were also pushed down on the overpass by Chaoyang police. Such a scene is very unexpected and highly contagious. But the problem still remains, I don’t know who the marketing target is and I still can’t figure it out. In fact, there is a problem in "creating surprises" in these two cases: that is, creating surprises for the sake of creating surprises, ignoring the marketing objects, and naturally forgetting the marketing purpose. A truly good “creative surprise” must be one that can not only attract attention and promote dissemination, but also fully achieve marketing goals. So how can we do this? Many people said that when I talked about brands or products, everyone thought it was marketing or advertising and stopped watching! Therefore, to truly “create surprises” at a high level, we must design our marketing target as the “inevitable link” in the entire surprise. That is to say, no matter how this matter is spread or how people describe it, our marketing target cannot be avoided. Even if people think it is marketing or advertising, they are willing to continue watching it. For example, the unexpected text message of Lenovo K860. The unexpected point is that Lenovo sent this text message to announce that it will release a mobile phone tomorrow. Therefore, the release of this mobile phone is an unavoidable link in the whole accident. Even if it is an obvious marketing design, everyone is still willing to pay attention to the mobile phone released the next day. Therefore, everyone should remember one thing: don’t create surprises just for the sake of surprises. You must set the marketing target as the “unavoidable link” in the entire accident. This will avoid the big taboo of not knowing what marketing to do when the case becomes popular. 3. Focus on the source of communication: Use reverse thinking to produce core communication source marketing, trigger attention by creating unexpected things, and do it at low cost, so you must focus. Therefore, we should not produce many communication sources, but focus the created surprise on one communication source and use it to display it perfectly. In this way, we can concentrate all marketing resources to spread the most core materials. In actual combat, how do we produce this core source of communication? This requires reverse thinking, producing what you want to spread, planning the materials that need to be spread in advance, and determining which are the most core communication materials. For example, in the case of the Lenovo K860 accidental text message, the core communication material is this text message, or more specifically, the content of this text message. Therefore, you need to carefully design the content of this text message. The content of the text message at that time was: Dear media friends, Lenovo will release the world's first five-inch quad-core smartphone tomorrow. Please believe that #tomorrow will be better#. There is hardly a single superfluous word in the entire text message, but the key points are expressed just right, with a full sense of declaration of war and suspense. "Tomorrow" points out the time, and "the world's first five-inch quad-core smartphone" states the biggest selling point of this phone. It is stronger than Xiaomi 2nd generation (4.3-inch quad-core) in core key parameters. The sentence "Please believe #tomorrow will be better#" is full of the sense of declaration of war, stimulating everyone to pay attention to the phone released by Lenovo the next day. Based on this text message, which is the core source of communication. Regardless of whether the media reports are quotations or people share screenshots on Weibo using their mobile phones, they are all this core source of communication. Let’s look at the two cases we mentioned earlier: “The President’s press conference hung in the air” and “300 Spartans were pinned down by the police”. Apart from ignoring the unexpected points that have little to do with the marketing targets, they did a very good job focusing on the core communication materials. For example, "The president's press conference is hanging in the air." The true presentation of this event must be an excellent communication material. Therefore, at the event, you can just use your mobile phone to record the entire process with a video. It would be best if there is some human voices around and some shaking. This will be very real and credible, and can be spread easily. It can be done at almost zero cost. "300 Spartans were pinned down by the police." Just show this scene and take a photo of the scene. With a mobile phone, all problems can be solved. Therefore, after creating an accident, we need to determine the core source of transmission of the entire accident, and then produce it accordingly. For example, "The president's press conference was hanging in the air" and "300 Spartans were pinned down by the police", if the video and picture are confirmed, posing can be completed! In fact, many marketing materials that look real are actually staged. 4. Strengthen memory points: What is easy to remember? Here are 6 criteria 

  The book "Stick" talks about "what kind of things are easier to remember" The book "Stick" co-authored by American authors Chip Heath and Dan Heath only talks about one thing: what kind of things are easier to remember. The book concludes that the specific characteristics of things that are easy to remember are as follows: 
  • Simplicity: Use the simplest way to express a single theme.
  • Be specific and talk about concrete things rather than abstract concepts.
  • Unexpected, the content is beyond people's expectations and should be shocking.
  • Credibility: The content must be convincing and gain trust.
  • Emotion: There is emotion in the content, which can resonate with people.
  • Story: The content has a story, and everyone loves to listen to stories.
 The memory point we focus on is what we hope everyone can remember. Therefore, when determining the memory points, we try to meet as many of these 6 characteristics as possible. For example, the "My father is Li Gang" incident is an Internet event that can be recorded in the history of China's Internet. The memory point "My father is Li Gang" played a key role. It is extremely "simple" and "specific"; it is "unexpected" that the person said "my father is Li Gang" after hitting someone; and this incident is also very "credible". The story really happened and it has details; it has "emotion" and can arouse the public's anger towards the second generation of officials; it has a strong "story" element, and he said such a sentence after hitting someone to death. Therefore, "My father is Li Gang" meets these six criteria and is very easy for you to remember. Even after eight years, everyone still remembers it. Of course, there are very few memory points that meet these six characteristics. For example, the unexpected text message of Lenovo K860, "Tomorrow will be better", is a weaker memory point in terms of story and emotion, but it is still easy to remember because it meets the other four characteristics. For example, have you ever heard this saying: The only building on Earth that can be seen from the moon is the Great Wall. There is also the "kidney-stealing story". A girl woke up and found her side was very cold. She was next to a bathtub and saw blood next to it. She touched her hand and found that her kidney was gone. Basically everyone should remember these two things, but these two things are both false, so why do everyone remember them? After all, none of them meet the "credible" condition of remembering something. If we look at them one by one, we can only see the Great Wall on the moon. It is simple and specific. It was unexpected that I could only see buildings on the moon (in fact, there are many buildings on Earth that are bigger than the Great Wall, so naturally there are many more buildings that can be seen). It was a bit surprising. Believable, it makes you believe the fake stuff because it does several other things so well. Emotionally, Chinese people are very proud that they can only see the Great Wall from the moon. Of course, the "story" is a little weaker, but it is still easy to remember. Let’s take a look at the “Kidney Stealing Story” again. "Simplicity" is a little weaker because there are detailed plots, but each plot is very "specific". Next to the bathtub, there is blood, and it is cold. When you touch it, you find that the kidney is dug out, and it is gone. It is a very specific plot. "Accident", how could such a thing happen, but it happened, I never thought about it. "Trustworthy", why not? There are so many details, the more details there are, the more believable it is. And there are "emotions", so pitiful and scary. I must protect myself and tell my relatives and friends not to be cheated by others. It has a strong "story" quality. Although it does not meet the first requirement of being simple to be remembered, it can still be remembered. 

Weibo Hot Topics List is a good teaching material for training the ability to create memorable points Therefore, when we determine the memory points, we can use these 6 characteristics to test. The more they meet the requirements, the easier it will be to remember. Let me tell you a method to train yourself to create memorable moments. You can check the Sina Weibo hot topic list every day. The topics on the list are all highly refined, simple and specific, and they are good in terms of stories, emotions, and credibility. So, watch it every day and you will slowly get the feeling. Finally, please remember: Low-cost "explosion formula": create surprise + focus on the source of communication + strengthen the memory point Create surprises: Design marketing objects as unavoidable links Focus on the source of communication: Use reverse thinking to produce core communication sources Strengthen memory points: 6 easy-to-remember criteria (simple, unexpected, specific, credible, emotional, story)

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