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 then..., herd effect, rapid poverty alleviation...In this, I used an outdated hat to forward it according to the characteristics of the industry, which may have generated a "resonance" with the same frequency as other fields.As an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, known as new media, are well suited to the tastes of the main audience.3. Study the movie itself and pick out its highlights and flaws.The wonderful clips, lines, behind-the-scenes stories, etc. of a movie that you often see on Weibo and WeChat are all carefully selected and planned. For example, after we discovered many philosophical lines in a Hollywood blockbuster, we created topics and long Weibo posts to gather all the touching lines and spread them on Weibo. When the influence was not in place, the topic was spread quickly through the assistance of Weibo opinion leaders, achieving a large amount of exposure. After the film's exposure was increased, the box office directly increased significantly.Of course, it is not limited to the highlights. The movie is not perfect and there must be shortcomings. We should pick them out and make them the subject of discussion and complaints by the whole nation through planning and perfect copywriting, and then assist in the promotion of big Weibo accounts to achieve wide dissemination. In short, all the information is excavated around the movie itself, no matter the movie content, the main creators, the behind-the-scenes or even the competitors. If there is information, there is talk. After the planning and creative follow-up, the platform will be disseminated.4. Follow up on event marketing hot spots and let the movie appear on a large scale.There are endless hot events on Weibo every day, some positive, some negative, some helpless, and some light-hearted and funny. These hot topics attract the attention of netizens and are a giant. Our job is to cleverly combine our own film elements with hot events and stand on the shoulders of giants. Entertainment events like Guo Meimei are the best candidates for movie adaptation. After standing in the right position and taking the right angle, actively participate in discussions among netizens and make a distinctive voice to attract attention. When there is really no suitable event to combine, then create events and generate public discussion. For example, when promoting a blockbuster movie, colleagues imitate the appearance of movie characters, forming an interesting imitation craze, and then through the help of big accounts, forming a self-made Weibo hot spot.5. Coordinate with the film release and distribution arrangements in a rhythmic manner and use resources to promote it.At key points, it is necessary to cooperate with the overall publicity plan of the film. The use of a large number of Weibo opinion leaders and grassroots Weibo celebrities with big Weibo accounts often makes marketing more effective, and covering fans is more effective than advertising space.6. About water army and zombie fans.It's not that we don't use it, but we must use it with integrity. This is a necessity. The attributes of platforms such as Weibo and Douban determine the emergence of certain strategies. Of course, all of this is based on the assumption that the film itself is of high quality. As mentioned before, everything is based on the film itself.The twelve gueststhought that cost was a comprehensive concept, including capital cost, opportunity cost, time cost and so on. For example, Evergrande Ice Spring, through lavish investment in a short period of time, created a channel, saved several years of channel construction time, and had the ability to collect large amounts of payments in the short term. It was a low-cost way to spend big money and do big things.Spending big money to do big things, and spending small money to do nothing; the latter is a real high cost. It seems that there is low or no financial investment, but it wastes time and development opportunities. Whether it is low-cost marketing ultimately depends on the marketing effect.The key to mastering low-cost marketing lies in the word "cleverness". Using cleverness to achieve great results with reasonable resource investment can achieve marketing goals.1. Clever positioning:Clever positioning is the key to low-cost marketing. Its core lies in subversion, subverting people’s already known views. Before the iPhone came out, mobile phones were just communication tools, and taking photos, shooting videos and playing games were just value-added functions. After the advent of iPhone, mobile phones have become a screen that extends the Internet to the palm of your hand and a computer in your pocket. The marketing of IPHONE not only did not involve large-scale advertising, but also created topics, mobilized countless media to spread it for free, and gained countless fans with its superior experience, forming a good reputation. It can be said to be the greatest low-cost marketing since the 21st century.2. Clever positioning:Nowadays many companies have learned bad things from Jiaduobao and call themselves leading brands in XX field. They believe that this is the practice of positioning theory in marketing. In reality, it's just a placeholder. Some people occupy the toilet and defecate a little; some people just occupy the toilet, but they don’t know whether the toilet they paid a lot of money for is really effective.Mengniu is a leader in applying the theory of placeholders into practice. When the slogan "A cup of milk makes a nation strong" was transformed into "Mengniu milk makes Chinese people strong", the company's communication behavior had been pushed to the level of an industry association. Later, with the help of the Shenzhou spacecraft, Mengniu took off and successfully established the company as a pioneer in China's dairy industry. This enabled a small business to grow explosively in less than ten years and become one of the giants in China's dairy industry.3. Cleverly take advantage of the situation:Taking advantage of the situation, now the more professional term is also called event marketing. To transform an independent event into strong marketing, the marketing team must not only be highly qualified but also highly efficient. Buying out Wanglaoji is a good example. Recently, Lanzhou suffered from water pollution, and Evergrande donated 12 million bottles of ice spring water, which was also a good plan. The "hymn of loyalty" mentioned in the previous answer belongs to this category.Of course, you can also take advantage of the momentum created by your competitors. Xiaomi calls its fans "enthusiasts", and Meizu organizes a "Cooling Festival".Durex also uses Father's Day to attack its competitors, which is also a clever way.After completing the first wave of publicity that is closely linked to the event, continuously extending the topic and gaining greater communication value is a higher level requirement for leveraging planning. Of course, for companies like Qiangfeng Baozi and Exception that have benefited greatly from the event, keeping a low profile and not advertising is already the best strategy.To summarize low-cost marketing: whether you can use cleverness depends on your ability; whether you dare to use cleverness depends on your courage. The difficulty of clever positioning, clever position occupation, and clever use of momentum decreases in sequence, and the difficulty of clever use of momentum is not as difficult as imagined. For those who have no professional marketing planning experience, if they pay attention to the products or services they operate, they may be able to find a low-cost marketing path that suits them.Although low-cost marketing has the attractive effects of low investment, high returns and wide dissemination, blindly pursuing so-called low costs also has the negative effect of confusing people and losing core competitiveness.What’s the secret toGuest Thirteen’s event marketing and word-of-mouth communication? There are two types of viral communication:1. Internet event marketing2. Word-of-mouth communication based on fans.Marketing resources are parasitic on events or people, that is, they rely on events or people.Event marketing: 1. Pay attention to hot events, celebrities, new, unique and special highlights.Trinity: public concern, corporate demands, event core points.Word-of-mouth communication: fans, content, principles.1. Where do fans come from?1. Seed users.2. Opinion leaders.3. Grassroots critics.4. Authoritative media practitioners.2. Where does the content come from?1. Social currency2. Incentives3. Emotions4. Public relevance5. Practical value6. StorylineBasic principles1. Word-of-mouth communication is not an overnight success, it requires the accumulation of resources.2. The extended part of the product has some creativity that will make users scream.3. Find the trigger points and topics for word-of-mouth communication.4. There are many ways to spread word of mouth.5. The content of the dissemination is related to the selling point.6. The quality of fans is more important than the quantity (opinion leaders).7. The content has strong mass appeal.Topic marketing and event marketing are unfathomable and only by experiencing them can one understand their true meaning.
