Topic marketing and event marketing are unfathomable and only by experiencing them can one understand their true meaning. Do you remember some classic "event marketing"? Can you still remember how they work? Those who are involved in operations must not forget this, let’s review it together.Indeed, you must find trouble when there is nothing to do. As the king of operations, you need to do so.There are some events that we must be familiar with, and there will always be one that will inspire you.Guest 1:Try to summarize several elements in event marketing that have the genes for secondary dissemination, especially in terms of source events and the mentality of the disseminating population.Example: A post on Sina Weibo offering a house for free and looking for a dog was forwarded over 400,000 timesThe number of reposts far exceeds the top four, and should be ranked first.Keyword interpretation:Source events: dog, lost, house, Second Ring Road, 560,000, over 1 millionSpreading groups: dog lovers, dog owners, own houses, want to buy houses, low income...Mentality factors: once... then..., herd effect, rapid poverty alleviation...In this, I used an outdated hat to forward it according to the characteristics of the industry, which may have generated a "resonance" with the same frequency as other fields.As an outsider, I'll try to describe it, and maybe some of it may be replicable.Guest 2:Most of the analysis of event marketing is hindsight. Behind a successful hype there are countless well-planned plans that did not explode.This post-analysis still needs to be done. Here are a few examples:1. Gaining sympathy
2. Lower your status and find resonance3. The public's aesthetic taste for ugliness:smashing refrigerators, ice bucket challenge, bosses drinking paint, self-deprecation, scandals.4. The public's vulgarity:ice bucket challenge, Wanglaoji donating 100 million, looking for dogs, whoever donates 100, I'll donate 100 too.5. The public's love of watching battles:price war between Suning and JD.com, the Double Eleven confrontation between JD.com and Taobao, debate between Wang Ziru and Luo Yonghao, Evergrande criticizing Nongfu Spring, various gambling agreements between bigwigs. 6. Gossip and scandals attract topics, the most commonly used are simple ones, such as tomatoes and milk tea, I won't go into details.After giving examples, let’s talk about methods:Content preparation: Which explosive elements are met? How to tell the story? How to set up interaction? The posters and copy are all in place.Node preparation: Which media/self-media should be selected for the first batch of distribution? Which ones are interactive? How much is the budget? Prepare a Gantt chart.Event marketing success = content quality * node quality * node quantityGuest 3: This is not just a technical job, it is a skillful job that can only be done by chance. It requires the right time, place and people. I have written a number of articles about viral marketing before, and now I have dug them out. The same applies to event marketing, just 50 and 100 steps.Don’t try to play viral marketing. The name comes from an article in the marketing department called "Try to Play Viral Marketing". Let me talk about my different views. My point of view is very simple. Viral marketing is a lottery, which is a speculative mentality and nature. Let me put it this way, there are many ways to create a typhoon. Viral marketing is like designing a butterfly that can flap its wings, placing it in the Pacific Ocean, and asking it to cause a typhoon. That’s right, it’s an extremely low-probability event with basically no rules to follow. And there is no replicability.There are some extraordinary people in the industry who are good at studying this. They think this is an opportunity to soar to fame, whether it is hype, fraud, or deception. We won’t discuss it. To be honest, even an extraordinary person doesn't succeed very often. What's more, today is an era of explosive Internet eye-catching consultation. Not only are people’s tastes getting heavier and heavier, but even if you win, what will happen tomorrow? Won’t it still disappear in the vast crowd?Marketing today has entered an era of systematic marketing that is cross-cutting in all directions. Because of the complexity of Chinese society, I have to repeat that sentence: China’s current economic ecology spans from a small peasant economy to a social economy. In the era of the Internet and mobile Internet, the shorter the path, the harder it is to reach, and the more fragile the persistence and loyalty once reached. What's more, in today's world of overcapacity, a market with oversupply is the current situation. Failure to provide basic work such as consumer experience will result in the loss of the market.I sincerely advise Party A not to always make things difficult for the agency by saying they want to do viral marketing, because the price of taking an unconventional approach is very painful. This kind of linear thinking requires tuition, or it is just childish cashing in. Agencies should stop fooling their peers and young people in the academic world. Marketing is a way of thinking, and all our current methods and theories are just the tip of the iceberg. The path to the honest iceberg is through hard work.This is how I understand it: viral marketing is a red envelope from Mr. Market. It is also the last step in the conversion of volume and energy. It can be said to be the last little mouse in the childhood fable of pulling carrots. The straw that broke the camel's back. Don't try to customize it, just do all the marketing work normally, and the wave point and red envelope will come sooner or later.Guest 4:How to plan and operate event marketing is a topic that everyone is interested in. Good event marketing can achieve twice the result with half the effort in corporate publicity and brand promotion.So, what is event marketing?We usually say that when we can grasp the laws of news and make an event into one with news value, and through specific operations, let this news event be conveyed, we can achieve the effect of wide publicity. This is event marketing.Next, I will share with you some of my views on corporate event marketing, hoping that it will be helpful to you in planning and operating event marketing.Steps to create an event:1. Determine the communication goal.2. Analyze the current public opinion environment.3. Develop a topic communication plan.4. Organize the topic implementation steps.With the steps, we also need a clear event operation process. Here I would like to introduce to you the process of completing event marketing operations for your reference:1. Make a plan based on the characteristics of the object being hyped.2. Select appropriate media (websites, news media, television media) to release the news.3. Hold high-profile events or make XXXXXX remarks in public.4. Hire media professionals to play double roles to stir up controversy and become a hot topic.5. Hire online trolls to increase the amount of dissemination and reprinting on the Internet.6. Write news commentaries and publish condemnatory or questioning reports.7. Expect a large number of media to follow up with reports.8. Disclose inside information.9. Maintain your image.Today’s online media has fast transmission speed and strong interactivity, which can better develop corporate online marketing and make it generate greater value. This is also the value of event marketing. Event marketing is all about methods and innovation. Compared with other advertising, its advantages are obvious. Once successful, the benefits it brings are immeasurable, but it also requires taking unusual risks. Huang Youxin would like to remind everyone that in event marketing, if you want to achieve resonance, you need a combination of product characteristics and media activities. When doing event marketing, you need to think of interesting topics to create a win-win situation for everyone, so that you can get continuous attention.In the process of creating event marketing, companies must pay attention to risk control. Here are a few points summarized for your reference.1. Security of event content. It is necessary to attract the media and netizens.2. The creativity of the event is the most critical.3. You must consider the need to communicate the event and what impact it will have on customers.4. The interest-oriented nature of the event. Event marketing itself is a win-win product, so our interests need to be estimated in advance.5. The authenticity of the incident. (No matter what kind of event marketing you do, your event itself must be real, and can be formed naturally, or it can be deliberately arranged and manufactured. But the authenticity must be guaranteed.)In addition, we must also pay attention to some key points in event planning: contacting the media, interpreting news events, and creating news events.1. News should be typical. News should be representative and significant.2. The news should be interesting. News should be interesting to the public.3. News should be rare and well-known facts.4. News should be close to the general public. The closer it is to the public, the more newsworthy it is.5. News should be targeted. Closely linked to an event.6. News must be timely. Respond to events as soon as possible.Guest 5: What is event marketing? Event marketing is to achieve the purpose of advertising by creating news events that everyone likes to see and hear. For example, I am a loyal fan of Steve Jobs. Apple’s annual WWDC conference is a typical event marketing: all major media are paying attention to the new products released by Apple and reporting them as hot news. All media reports are free advertising.The biggest advantage of event marketing is that it can achieve better publicity effects with less time and cost. And the forms are more novel and diverse. Its most important feature is to use existing news media and social networks to achieve the purpose of dissemination. Media coverage and user forwarding on social networks are completely free, which greatly reduces advertising costs for companies. For example, Chen Ou style and Fanke style, their crazy forwarding and secondary creation on social networks have brought excellent brand benefits.Once upon a time, an advertisement of Jumei was popular in our social networks, and Chen Ou staged a counterattack of the loser with his actions. The advertisement has a catchy rhythm, is easy to understand, and is clearly structured, reflecting the determination of the spokesperson to endorse the product. The language conveys endless positive energy. This energy can attract you, touch your heart, and greatly inspire everyone.However, what no one expected was that this advertisement actually set off a wave of adaptation on social networks. The catchy advertising sentences allowed users of social networks to fill in the blanks, and for a time "I speak for myself" became a hot topic. The huge contrast of turning the originally inspirational advertisement into a fashionable game with an entertaining feel that is either funny or sarcastic is probably an important reason why the "Chen Ou style" has become so popular.The popularity of "Chen Ou style" may be an accidental result. While bringing huge brand benefits to Jumei, it also demonstrated the novel and diverse characteristics of event marketing, and integrated news effects, advertising effects, public relations, image communication, and customer relations. After seeing too many traditional advertisements, I feel that they are too "hard". Occasionally, a "soft" advertisement will attract a lot of attention. Just like university recruitment advertisements, many universities promote their scientific research capabilities, but the final effect is not good. Instead, the "advertisement" that plays the emotional card such as "I'm waiting for you in college" has attracted the attention of most netizens across the country. Some event marketing will be carried out through current hot events. People are often willing to pay attention to hot events. This kind of "soft" advertising can attract many users to click and pay attention. The best example is Cheetah.Cheetah Browser became completely popular due to the ticket grabbing incident. In the winter when the editor was a freshman in college, Cheetah Browser launched a special version for ticket grabbing and became popular by taking advantage of the "relatively crappy" website 12306. The subsequent talks between the Ministry of Railways and Cheetah Browser caused a huge uproar, which also led to a sharp increase in Cheetah's market share. The current situation where tickets are hard to come by, as well as the background of the concentrated outbreak of online ticket purchasing demand among users during the Spring Festival, has created a golden opportunity for "event marketing" for some browser manufacturers. Cheetah Browser successfully took advantage of the opportunity of "difficulty in buying tickets" and broke through with event marketing. Subsequently, there were frequent reports of Cheetah and other software being summoned for talks or being shut down. Cheetah also made a high-profile appearance on CCTV's news programs. Cheetah took advantage of these hot events to carry out secondary publicity and packaging, making people remember this browser thoroughly.Event marketing also has risks. Sometimes businesses deliberately create events that are not real enough in order to promote their products. Once users learn the details, they are likely to develop a certain negative emotion towards the company, which will ultimately harm the company's interests. Although some event marketing has brought about negative emotions, the ultimate effect is that the benefits outweigh the disadvantages.Next, the two editors will tell you the story behind the success of Cheetah WiFi Assistant. I believe everyone has seen this news during the winter vacation this year: "A 19-year-old boy bought WiFi on the train and earned over 500 in half an hour." Many netizens expressed their intention to follow suit, so this piece of news became the hottest topic on Weibo that day, and searches on Baidu for "selling WiFi on trains" reached nearly 3 million results. In fact, almost everyone knows that versions after win7 have built-in WiFi function, but there are still many users who find it amazing that their computers can turn on hotspots. Therefore, the number of users of this software increased rapidly in a short period of time.However, I feel that this kind of event marketing looks fake and a bit "excessive". To earn 500 in half an hour, fifty people needed to connect at the same time, and the media later reported that this was an event marketing. Then the editor will be very disgusted with Cheetah, but many users will continue to use it after experiencing it, and will not uninstall it because of disgust, so this is also a very successful event marketing. However, some event marketing may do more harm than good. It would be a bit risky to use some not-so-positive news about a company or its founder to make a fuss. For example, using the love news between Milk Tea and Qiangdong for event marketing may not be very appropriate.Case study of guest six- Wear Durex and you won’t get your shoes wet when you go home[Procedure of the event]June 23 [D1] - Time:Beijing [D2] - Location:Heavy rain [D3], - The topic of basic eventswas undoubtedly the hot topic of the day. Especially in the afternoon when the rain was getting heavier, the news reported that subway stations were closed due to flooding and there was a huge traffic jam in Beijing . [D4] The formation of a hotspotmeant that many people could not go home, and it also meant that many people were killing time on Weibo. [D5]——Members of the audience behavior operations team who are responsible for content are also trying to tap into this hot topic and embed the Durex brand into it.[D6] —— Operational InterventionAs we were talking and joking, the idea of putting Durex on shoes to prevent them from getting soaked in water came up.[D7] ——After coming up with the ideaand communicating with Bosheng Yunfeng’s creative head Jin Pengyuan (the one we are familiar with as Pain), we thought it was feasible and immediately implemented it.[D8] —— Infact, this idea involves the issue of Durex’s brand image[D9], and it is absolutely not feasible to use this concept for advertising.So when the action was finally carried out, a small account was selected, which was the shoe owner's Weibo account @地空叨蛋, who posted the picture at 5:58 pm. At that time, @地空叨蛋 had nearly 6,000 followers. Two minutes later, the post had been forwarded by some big accounts and quickly spread. About 5 minutes later, @Durex official Weibo posted a comment "Fans rapeseed flowers! Everyone hurry up and learn!! With Durex, you won't get your shoes wet when you go home~" and forwarded it.[D10] —— Communication strategyAfter just 20 minutes, Durex has become the number one on Sina Weibo’s one-hour hot list, leaving behind Jishuitan and subway stations. It was forwarded nearly 6,000 times by 24:00 that evening, becoming the most forwarded post on the entire site on June 23. According to statistics from the communication chain, Durex’s Weibo communication this time reached at least 50 million Sina users. At the same time, the posts on Tencent Weibo and Sohu Weibo also affected tens of millions of people. [D11] —— EffectsA week later, the domestic Weibo marketing industry praised this event highly, and China Daily even rated this event as one of the most representative social network marketing cases.In addition, in Jin Pengyuan's view, this communication miracle that brought together the right time, place and people was still not successful enough. Although everyone later saw that Vancl confirmed that the shoes with covers were its products and participated in the promotion, Vancl also cautiously denied it at the beginning. [D12]—— Missing the basic eventSo, if Vancl could react quickly and launch this shoe + Durex set in cooperation with Durex the next day, through another client of Bosheng Yunfeng, “Taobao Juhuasuan” group purchase, and use another client, “Alipay Quick Payment” to purchase, and the parties work together, this can be regarded as truly effective communication linked to product sales. [D13] ——Missed event marketing[Further Analysis]What are the characteristics of this successful case?1. Free - use the existing Weibo platform and account resources to spread the information, and tens of millions of netizens will participate in the discussion and spread it again.2. Clear purpose – combine with hot topics to encourage netizens to discuss and spread the event, making Xiao Du more famous.3. Risks - This incident involves Xiao Du's brand image. If it is not handled well, it may have a negative impact.How to combine Xiao Du and Heavy Rain?1. Take advantage of the situation - focus on hot news. Beijing was hit by heavy rain that day.2. Create momentum - independently create new concepts. It turns out that Xiao Du can put overshoes to make them waterproof.How to avoid risks?The small account initiated the action and the official account responded. What is the reason for the success of the detour strategy?1. Importance – Combined with the heavy rain on that day of important hotspots. Heavy rain makes trouble2. Proximity - the content reflects the psychological state of wanting to go home despite the heavy rain. Eager to go home3. Significance – the place where it happened was Beijing. A famous city4. Fun - Xiao Du puts on shoes to go home to prevent wet shoes. This novel move,this recreation based on a hot event, clearly has four attributes and has the potential to become hot news, so let's spread it.[Summary]Due to the heavy rain, the right time, right place andright people, Durex achieved efficient communication through successful planning, creating a classic case.Based on the Xiao Du overshoes, Vancl was indeed ordinaryand missed the potential for classic event marketing.The report is completed. . . . . .[D1] Time[D2] Location[D3] Basic events[D4] Forming hot spots[D5] Audience behavior[D6] Operational entry[D7] Thinking of highlights[D8] Execution[D9] Avoiding risks[D10] Communication strategy[D11] Simple effect without getting your shoes wet[D12] Missing basic events[D13] Missing event marketingI believe everyone is familiar with Guest Seven’sevent marketing, which has appeared quite a lot in recent times. For example, “Tmall’s 1.5-meter underwear “self-deprecating public relations”,” Coca-Cola nickname bottle,” and “Jiaduobao I’m sorry” are all operated by the event marketing team. Next, we will analyze the characteristics of event marketing, the means, precautions, and principles of event marketing planning, and tell you how to make a good event marketing plan.[For example] Tmall’s “1.5-meter underwear” self-deprecating PR incident: At 1:27 a.m. on November 11, Tmall released its latest Double Eleven battle report on Weibo, pointing out that “in one hour, Tmall’s 11.11 shopping carnival Alipay transaction volume exceeded 6.7 billion, and mobile Taobao Alipay transaction volume exceeded 1 billion.” Bras and panties, you win!" A large number of netizens watched and complained.Then a certified "policeman" commented that Tmall miscalculated the size of underwear. Tmall immediately responded positively, "I'm just so excited that I'm dizzy, okay... Come on and make fun of me as much as you want! #I'm sorry, math teacher!#" Start a new topic (I'm sorry, math teacher) If the story ended like this, the Tmall underwear incident would not be considered a classic case. "I was busy with my work this morning, and I saw Mr. Ma walking around here. The editor thought that being a chairman is so leisurely, and suddenly Mr. Ma walked up to us and started chatting with us.:::::::::::::::3. Adhere to the principle of social harmony: Since event marketing is interesting and even scalable, it will cause a certain social impact, so we must control our own events, adhere to a harmonious society, a humanistic society, and environmental protection and low carbon. Remember not to be blinded by profit.[Give a bad example] KFC Family Bucket Flash Sale Coupon1. KFC Family Bucket Flash Sale Coupon Event Marketing Planning:1. According to the risk rules of event marketing, the event planning chose the "focus" entry point with moderate risk and control:2. The official release channel chose the KFC Super Value Tuesday flagship store on Taobao:3. The outcome of the event seems to be controllable: 100 discount coupons, each discount coupon is a 64 yuan family bucket, half off to 32 yuan, a big discount.4. The starting price for the flash sale is only 100 half-off coupons for a family bucket priced at 0.01 yuan.2.During the KFC flash sale incident, two strange loopholes appeared, which led to the final "tragic" ending:1. There were many websites on the Internet that spread printable coupons by sending links virally.2. Some printed coupons were allowed to be used by KFC on Tuesday morning.In light of the extremely serious situation caused by the viral so-called illegal coupons, KFC responded by issuing a statement refusing to use the coupons and temporarily closing some of the stores that were under scrutiny.3. Detailed analysis of the KFC flash sale incident:The incident spread through the Internet is a typical mass incident. The uncontrollable nature of the incident was not taken seriously. The KFC flash sale incident tells us that KFC failed and event marketing is risky.Guest Nine:What is event marketing – a new strategy for social media marketing? Today, Xiaoqi will give you a brief introduction:Social media, which occupies an important position in the Internet age, is developing and evolving at the speed of light, and social media marketing based on social media is also becoming the mainstream of future corporate marketing.So how to conduct social media marketing? Using social media for marketing, combined with the latest and most relevant social media marketing data and knowledge, to make smart decisions can bring huge benefits to your business. With the in-depth development of social media marketing, event marketing has gradually become a new strategy for corporate social media marketing. For businesses, whether it is an offline or online event, it can become a successful event marketing after proper planning and operation.Social media is often where an event originates and can play an important role in any type of event, whether it is a trade show or a webinar, helping you achieve your diversity goals. For those who are skeptical about social media, you will benefit greatly from creating a social media marketing strategy for your next event. Using diverse platforms such as Twitter, LinkedIn, your blog and Facebook, you can attract customers to your booth, potentially drive sales and increase interest in your social media marketing efforts. Promote your company and its brand popularity through social media and let more people talk about your company and products. It’s crucial to remember here that the overall event social media marketing strategy is not about technology, but about building relationships, that is, bringing people closer to each other through social platforms, bringing you closer to your customers.How to create a social media marketing strategy for your event? Here are some key points to linking social media to your event marketing:1. Engage and interactwith fans. Contrary to popular belief, the spread of social media is not automatic. The promoter of the event needs to be involved and interact with the fans. You can also use some methods and techniques to attract fans to become interested in the event and participate in the interaction. Marketing consultant Xiaoqi's WeChat: cy80238Here are some effective ways to attract fan interaction: post event topic tags by asking questions or adding valuable information, add event page links to Facebook graffiti walls or other social media platform pages such as LinkedIn, and forward and retain event release content information (which can include pictures, videos, etc.).2. The communication effect of the event:Once the event is released, how to effectively spread it and let more people participate and interact is the key. A series of strategies can be used to spread the event, such as including event theme tags when releasing event information, and publishing content related to your own event theme in conjunction with major social events to gain more attention.3. After the "social"event is released on the social networking site, not only the platform where the event page was originally released should fully promote the event, but all your social networking sites should also work together to promote your event page, forming an overall "social" platform promotion. This way your fans on each social media platform will know about your event, and they will be more likely to participate in your event and brand social media marketing.The above are some basic knowledge points of event marketing strategies. Using social media to promote the event is the key to the success of event marketing. At this stage, if companies want to do a good job in social media marketing, they must keep pace with the times, progress with the times, and use social media marketing strategies to seek further development of the company.Guest 101. Chen Ou StyleOnce upon a time, an advertisement of Jumei was popular in our social networks, and Chen Ou staged a loser’s counterattack with his actions. The advertisement has a catchy rhythm, is easy to understand, and is clearly structured, reflecting the determination of the spokesperson to endorse the product. The language conveys endless positive energy. This energy can attract you, touch your heart, and greatly inspire everyone.However, what no one expected was that this advertisement actually set off a wave of adaptation on social networks. The catchy advertising sentences allowed users of social networks to fill in the blanks, and for a time "I speak for myself" became a hot topic. The huge contrast of turning the originally inspirational advertisement into a fashionable game with an entertaining feel that is either funny or sarcastic is probably an important reason why the "Chen Ou style" has become so popular.The popularity of "Chen Ou style" may be an accidental result. While bringing huge brand benefits to Jumei, it also demonstrated the novel and diverse characteristics of event marketing, and integrated news effects, advertising effects, public relations, image communication, and customer relations. After seeing too many traditional advertisements, I feel that they are too "hard". Occasionally, a "soft" advertisement will attract a lot of attention. Just like university recruitment advertisements, many universities promote their scientific research capabilities, but the final effect is not good. Instead, the "advertisement" that plays the emotional card such as "I'm waiting for you in college" has attracted the attention of most netizens across the country. Some event marketing will be carried out through current hot events. People are often willing to pay attention to hot events. This kind of "soft" advertising can attract many users to click and pay attention. The best example is Cheetah.2. Cheetah BrowserCheetah Browser became completely popular due to the ticket grabbing incident. In the winter when the editor was a freshman in college, Cheetah Browser launched a special version for ticket grabbing and became popular by taking advantage of the "relatively crappy" website 12306. The subsequent talks between the Ministry of Railways and Cheetah Browser caused a huge uproar, which also led to a sharp increase in Cheetah's market share. The current situation where tickets are hard to come by, as well as the background of the concentrated outbreak of online ticket purchasing demand among users during the Spring Festival, has created a golden opportunity for "event marketing" for some browser manufacturers. Cheetah Browser successfully took advantage of the opportunity of "difficulty in buying tickets" and broke through with event marketing. Subsequently, there were frequent reports of Cheetah and other software being summoned for talks or being shut down. Cheetah also made a high-profile appearance on CCTV's news programs. Cheetah took advantage of these hot events to carry out secondary publicity and packaging, making people remember this browser thoroughly.Event marketing also has risks. Sometimes businesses deliberately create events that are not real enough in order to promote their products. Once users learn the details, they are likely to develop a certain negative emotion towards the company, which will ultimately harm the company's interests. Although some event marketing has brought about negative emotions, the ultimate effect is that the benefits outweigh the disadvantages.3. Cheetah Wi-Fi AssistantNext, let’s talk about the story behind the success of Cheetah Wi-Fi Assistant. I believe everyone has seen this news: "19-year-old boy bought Wi-Fi on the train and earned over 500 in half an hour." Many netizens expressed their intention to follow suit, so this piece of news became the hottest topic on Weibo that day, and searches on Baidu for "selling Wi-Fi on trains" reached nearly 3 million results. In fact, almost everyone knows that versions after win7 have built-in W-Fi function, but there are still many users who find it amazing that their computers can turn on hotspots. Therefore, the number of users of this software increased rapidly in a short period of time.However, I feel that this kind of event marketing looks fake and a bit "excessive". To earn 500 in half an hour, fifty people needed to connect at the same time, and the media later reported that this was an event marketing. Then the editor will be very disgusted with Cheetah, but many users will continue to use it after experiencing it, and will not uninstall it because of disgust, so this is also a very successful event marketing. However, some event marketing may do more harm than good. It would be a bit risky to use some not-so-positive news about a company or its founder to make a fuss. For example, using the love news between Milk Tea and Qiangdong for event marketing may not be very appropriate.The first two guests, Guest Eleven, have already done amateur and more professional analysis, and they both sincerely wanted to provide help, but they were all just guesses and theories. As a half-baked practitioner focusing on new media marketing for movies, I dare not call myself a professional. I just want to give some practical answers based on the cases I have worked on. I hope it will be of some help. You are also welcome to criticize me.Considering the confidentiality and protection of customer information, no exact names will be given when it comes to films or customers in the following answers. We are sorry to keep you guessing, and please understand this ethics.1. The movie itself is always the first consideration.When it comes to marketing, there are always some so-called success theories that instill ideas like "there is no product that cannot be sold" and "marketing has nothing to do with the product". From a moral point of view, this is very abominable. Selling bad products to people for their enjoyment is not just a scam, it actually harms consumers. Therefore, when talking about movie marketing, the movie itself as a product should always be the first thing to consider. When we do movie marketing, the first step is not to discuss how to do it or how much the budget is, but to watch the finished movie directly after a brief greeting. After reading it carefully, no matter what the customer says, you will already have a yardstick in your mind. You will first judge whether it is good or bad, and then decide whether to carry out marketing promotion. At this point, the temptation of money often plays a big role as an obstacle, but in order to be responsible to the audience, we basically only choose movies that are at least of acceptable quality. This is a principle. It is very important to be responsible to the audience.2. Choose a marketing platform, mainly new media.Since it cannot compete with 4A companies or public institutions, it does not participate in traditional public relations activities such as trailers, advertising and press conferences, but focuses on the new media field, using Weibo, WeChat and social networking platforms as its main battlefield to carry out creative planning and implement marketing strategies. The main platforms currently selected are Sina Weibo, WeChat, Douban Station and some forums. These platforms, called new media, are very suitable for the acceptance and taste of the subject audience.3. Study the movie itself and pick the highlights and complaints.The exciting clips, lines, behind-the-scenes stories, etc. that you often see on Weibo and WeChat are carefully selected and planned. For example, after we discovered many philosophical lines in a Hollywood blockbuster, we gathered all touching lines through topics and long Weibo posts, and spread them on Weibo. When the influence is not in place, the topic will spread rapidly through the assistance of Weibo opinion leaders, and a large number of exposures will be achieved. After the movie is exposed, the box office will be greatly improved.Of course, it is not limited to highlights. The movie is not perfect, and there must be shortcomings. Take it out and make the complaints into the object of discussion and complaints of the whole nation through planning and perfect copywriting, supplemented by the assistance of Weibo account to promote it, and form widespread communication. In short, all the materials are explored around the movie itself. Whether it is the content of the movie, the main creator, the behind-the-scenes or even competitors, there is information and there is chat. After planning and creativity follow-up, the platform will be disseminated.4. Follow up on event marketing hot topics, allowing the movie to appear on a large scale.There are endless hot events on Weibo every day, including positive energy, negative energy, helplessness, relaxed and funny things. These hot spots attract the attention of netizens and are a giant. Our job is to cleverly combine the elements of self-film with hot events and stand on the shoulders of giants. Entertainment events like Guo Meimei are the best combination of movies. After standing in a good position and taking a good angle, actively participate in the discussions of netizens and make distinctive sounds to attract attention. When there is really no suitable combination of events, create events and create public opinion discussion. For example, when promoting a blockbuster, colleagues imitate the characters in the movie to form an interesting imitation craze, and then use the boost of large numbers to form homemade Weibo hotspots.5. Rhythmly cooperate with the movie release and distribution arrangements, and use resources to promote it.At key nodes, it is necessary to cooperate with the overall promotional plan of the movie. The use of a large number of resources such as Weibo opinion leaders and large Weibo accounts and grassroots Weibo celebrities often makes marketing more effective with half the effort, and covering fans is more effective than advertising space.6. About the navy and zombie fans.It’s not that it’s not used, but it must be a moral use. This is a necessity. The attributes of platforms such as Weibo and Douban determine the emergence of certain strategies. Of course, all the premise is that the movie itself is of excellent quality. As mentioned earlier, everything must be based on the movie itself.The twelve gueststhought that cost was a comprehensive concept, including capital costs, opportunity costs, time costs, etc. For example, Evergrande Ice Spring has invested a rich man in a short period of time, saving several years of channel construction time, and having the ability to collect short-term and large-scale payments. It can be considered as low-cost when spending big money and doing big things.Spending big money, doing big things, and spending small money, not doing things, not spending money, not doing things; compared with the latter, it is a real high cost, seemingly low or no money investment, but is wasting time and development opportunities. Whether it is low-cost marketing ultimately depends on the marketing effect.The core of playing with low-cost marketing is the word "smart". It uses the skillful force of making a big move, supplemented by reasonable resource investment to achieve marketing goals.1. Clever positioning:Clever positioning is the key to playing low-cost marketing. Its core lies in subversion and subversion of people's already known views. Before IPHONE was released, mobile phones were just communication tools, and photography, video and games were just value-added functions. After IPHONE was released, mobile phones have become the screen that extends to the palm of your hand and the computer that is placed in your pocket. IPHONE's marketing promotion not only did not place large-scale advertisements, but also created topics, mobilized countless media to spread it for free, and gained countless fans to form a good reputation with a superior experience. It is the greatest low-cost marketing since the 21st world.2. Clever placeholding:Now many companies have learned bad things from Jiaduobao, and they call themselves the leading brand in the XX field, and believe that this is the practice of positioning theory in marketing. In fact, this is just a placeholder. Some people occupy the pit and will pull out a little; some are just to occupy the pit, but I don’t know whether the pit that is shouted at for a lot of money is really effective.Mengniu is the best in applying placeholding theory to practice. When the time when he shouted "A cup of milk strengthens a nation" and transitioned to "Mengniu Milk Strengthens Chinese", the company's communication behavior has been pushed up to the position of industry associations. Later, he used the Shenzhou spacecraft to complete the ascension of Mengniu, successfully taking the company as the first marching force in China's dairy industry. It has enabled a small business to grow explosively in less than ten years and become one of the Chinese dairy giants.3. Cleverly take advantage of the situation:use things to talk about the situation. Nowadays, a more professional term is also called event marketing. What happens independently can be transformed into strong marketing, and in addition to high quality, it must also be efficient for the marketing team. Buying short Wanglaoji is a good case. Recently, due to water pollution in Lanzhou, Evergrande has sent 12 million bottles of ice springs, which is also a good plan. Like the "a hymn of loyalty" mentioned in the previous answer, all of which are like this.Of course, we can also take advantage of the momentum formed by competitors. Xiaomi calls its fans "Enjoyers", and Meizu will hold a "Fever Reduction Festival";and Durece uses Father's Day to attack competitors, which is also a cleverness.After completing the first wave of publicity closely linked to the event, continuously extending the topic and obtaining greater communication value is a requirement for taking advantage of the situation to plan a higher level. Of course, those who have gained huge stakes in the incident like Qingfeng buns and exceptions are the best strategy.Let’s summarize low-cost marketing: Whether you can use skill depends on your ability; whether you dare to use skill depends on your courage. The difficulty of skillful positioning, skillful positioning, and skillful use of momentum is reduced in sequence, and the difficulty of skillful use of momentum is not as difficult as imagined. For marketing planners who have not been professional, if they are careful in the products or services they operate, they may be able to embark on a low-cost marketing path that suits them.Although low-cost marketing has attractive effects of low investment, high returns and widespread communication, blindly pursuing the so-called low cost also has the negative effect of confusing people's hearts and losing core competitiveness.What is the secret to the marketing and word-of-mouth spread ofguest Thirteen events? Viral transmission:1. Internet event marketing2. Fan-based word-of-mouthmarketing resources parasitize events or people, that is, with the help of events or people.Event marketing: 1. Pay attention to popular events, celebrities, new, strange, and special highlights.Trinity: public concerns, corporate appeals, and core points of the incident. Word of mouth spread: fans, content, principles1. Where do fans come from?1. Seed user.2. Opinion leader.3. Grassroots critic.4. Authoritative media practitioner.2. Where does the content come from?1. Social currency2. Inducement3. Emotion4. Public relevance5. Practical value 6. Basic principlesof storyline1. Word of mouth spread does not make a hit overnight, but requires resource accumulation.2. The product extension part is a bit creative that makes users scream.3. Find the right-of-mouth trigger point and topic of talk.4. There are rich ways to spread word-of-mouth.5. The relationship between disseminating content and selling points6. Fans are about essence rather than lots (opinion leaders)7. The content is highly popular.Topic marketing and event marketing are unfathomable. Only after experiencing it can you understand the true meaning.
