Is it really that easy to follow hot topics? Understand the correct way to follow hot topics in one article!

• Is the sharing economy an opportunity or a challenge?
• What is the origin of marketing ?
• What is the meaning of following someone's hot spots?
• Which hot spots are not worth following?
• How to create the potential for self-propagation?
• How to create a scene?

First, let me share a case with you.

Regarding the Bao Bao divorce incident, I saw a very interesting follow-up: if your name contains any of the characters from Wang Baoqiang, you can get a discount. This kind of promotional mentality is hard to understand. Is it true that only those who have been cuckolded like Wang Baoqiang are eligible for discounts?

No origin, no hot spots.

No matter how hot a topic is, if you want to follow up you must first invest in marketing. For any marketing investment, we have a reason and a goal, which I think is the origin.

What is the origin of marketing?

A. Increase sales

B. Enhance the brand

In other words: if you spend money on marketing but fail to increase sales or improve the brand's premium power, then you are just playing rogue.

A few years ago, my clients often told my team that you need to seize the hot spots. Later, this term became more and more popular, and all marketers, whether you were on the client side or the contractor side, were forced to catch the hot spots. Fan Bingbing and Li Chen posted a photo titled "We", how many people followed it? As far as I know there are more than 30 brands, or even more.

Which brands have followed "us"? Durex , Coca-Cola. What everyone can remember is that Durex is the only one that has returned to the origin of the product. Only if you post it correctly and stand at the origin to follow the hot spots, you will have a chance to be remembered. Only Durex stands at the origin of its products. Without the origin, hot spots are completely meaningless.

A hot topic on Children's Day. The last sentence in the video is "Put down your phone and protect your mood." Regarding this hot topic, there are three questions from the audience's perspective:

A. Brand concept and impression : the warmth brought by parent-child and traditional family values.

B. Impression of the product: take photos. In fact, there is very little description of the product in the video, but the brand is expressed clearly, with traditional family values.

C. Audience’s desire to forward: The core product function of OPPO mobile phone is its fast charging capability, and its main users are business people. This is a brand that advocates technology and fashion rather than family concepts. It is rare for a mobile phone to use the concept of traditional family as its brand image.

This video is both touching and beautifully made, but I have a question: has the origin been lost? Can we follow the hot topics on Children's Day? Okay, if I were that creator, I would tell all the business people to take a break and go home to be with their kids.

OPPO mainly targets users with children, regardless of gender or age. If the content of communication loses focus, it will lose its origin. In principle, all communication content must clarify the purpose and then the method. The significance of hot spots is to make communication more efficient rather than blindly following. In fact, there are two origins here:

A. Strengthen the brand

B. Promote sales

1. The hotspot itself has high attention

The problem that the entire communication system is facing now is the massive amount of information. Communication requires dealing with massive amounts of information and finding the hottest spots in society.

Hot spot communication has been around for a long time and is not something that was invented in the past two years. Because if you want to fight against massive amounts of information, you either have to create a hotspot yourself or use massive amounts of information to fight against massive amounts of information. Obviously, the former is costly and the latter is unrealistic. This requires finding a hot spot close to it, so that this set of information has the opportunity to become the alternative communication content of the hot spot, thereby greatly reducing the communication cost and improving efficiency.

When Bingbing published the word "we", the topic Durex created became secondary content. The purpose of holding on to hot spots is to hope to become alternative content or secondary content for hot spots, thereby reducing costs, not to deceive oneself by posting hot spots on one's own official Weibo.

2. The hotspot’s own attributes

The hot topic of Wang Baoqiang's divorce has its own attributes, and this attribute will definitely be injected into the brand. The stronger the hot topic is, the more it will be injected. It is one thing to post the wrong hot spots, but don’t post political hot spots, don’t post negative hot spots, and be cautious when posting controversial hot spots.

3. No hot spots worth following

A. Weak correlation with the brand's core values;

The brand positioning is technology-related and has nothing to do with entertainment hot spots. The relevance of the brand's core value or the product's core selling point must at least grasp one of the origins. It is meaningless if these two points are not met.

B. The content itself cannot form the potential for self-propagation;

If the content related to the brand is not a hot topic, the brand can neither produce secondary content nor become alternative content, which is also meaningless.

C. The content has negative attributes .

For brands, hot attributes will be naturally injected into them, so don’t follow them easily.

Every brand has its own brand positioning and core values, and every product has its own selling point. Don’t feel bad about the hot spots that have been missed, because if you can’t stand at this point and keep up with the current marketing behavior, it would be a waste of money.

Under what circumstances will there be the potential for self-propagation? How to create the potential for self-propagation?

A very interesting marketing model in recent years: sharing. Nowadays, many things need to be shared after experiencing them, and sharing in turn affects searches and interests. Once people become loyal fans of a brand, they will continue to search, share and discuss the brand.

All companies hope that consumers will share their excellent experience with their products. This is the ultimate goal of all product people. So when everyone becomes their own media , businesses do some really cute things.

We went to a hot pot restaurant a few days ago. As long as we imitated the photo on the poster and took a photo and uploaded it to WeChat Moments, we could get a free hot pot base. In this communication, did he stand at the origin? I can neither see its core selling point nor know the message I can convey to my friends through it.

I once suggested a promotion to a friend who owns a bar: buy eight different beers and get one for free. After about a week, many people started posting reviews on his Dianping.com. In fact, we have no way to monitor the circle of friends of the guests who come to drink. If they would leave comments on Dianping, I believe more people would post it on their Moments.

So what is the cost of the first activity? For 35 yuan, he should have a so-called effective communication, but in fact I think many people can only see it themselves. For the second activity, after you see the picture, it conveys a lot of information options, and the text description shows that it is a good place for leisure.

We attempt to influence consumers with brands and selling points, but what consumers feel, convey, and spread again is definitely not the brand and selling points. You would never post a logo on your Moments, what would you share?

A. Scene;

In this scenario, if we mention the brand, we will also mention the brand experience.

B. Product benefits.

What I really want to tell you is that it is impossible for us to share the logo. If you want to achieve self-propagation, don’t even think about posting a big logo, it’s impossible. What any consumer will share is the scene, the brand experience in the scene, and the perception of the product:

1. Scenario planning from the beginning to the end

Set the content that you expect to be shared and set the content that you expect to be self-propagating.

Just like the bar example just now, I have already preset what content I want him to spread? I would put myself in his shoes and think, how can I get it to post pictures of different beers on the table? I never expected him to put the bar's logo on it, I would think "I had ten different beers today, that's awesome" would happen.

2. Combine hot spots with high relevance to the shared content

We want to sell our products to our target consumers, not to everyone in the world. To be precise, we actually hope that it is a hot topic that the target consumers are concerned about. It doesn’t matter if there is no hot topic. What is important is what you want them to say in the circle of friends, which is always more important than posting a hot topic. If there is no hot topic, don’t follow it. If it is an inappropriate hot topic, it is better not to follow it. Say what you should say, stand at the origin, and then create a sharing scenario.

3. How to create a scene?

Marketing requires some actions. It won’t happen easily. Don’t be naive to think that as long as the product is good and the experience is good, customers will share it. These are wrong. Back to the starting point, we need to consider it from the perspective of consumer awareness and surroundings. The goal of marketing is to encourage him to do this thing, to form self-propagating content, and to create a product.

A. Props Method

Make the product, content and logo the important props in this scene. In the case of the flood in Beijing, the product was actually used as a prop.

The product has actually become a tool for users to share their lives and express themselves, providing users with a scenario for self-expression. So the question we need to think about is, where is the point when users share products?

B. Environmental Experience Method

This method is generally applicable to platforms with stores, that is, brands with corresponding stores. When Decathlon was introduced, it was already different from ordinary shopping malls. The entire brand actually allows customers to enter an immersive consumption process. In this case, users don’t need to do anything, just enter to share and present the logo.

C. Promotion introduction method

The promotion introduction method means that when doing communication, a little bit of push needs to be introduced. You need to use promotions or other means to push him. The content formed in an inductive way is actually more attractive.

For example, on Halloween, many people go to bars and post photos of themselves having fun there. This is the preset content, and then more people are encouraged to come through rewards. In fact, in other words, promotion itself has no gimmicks. What is important is the idea. You need to think clearly about the purpose of doing this and plan the communication content from the end to the beginning.

First of all, you have to think about what the content of your self-propagation is before you can do this. If the content is not clear, there will be many forms of promotion.

D. Creating behavioral power

Behavioral power refers to creating a unique behavior that, after repeated education and market transactions, becomes rooted in the minds of target consumers. For example, Starbucks, people probably remember not only its logo, but also two other words: "pretentious". With an Apple computer and a cup of Starbucks, people are qualified to post on WeChat Moments.

This is called behavioral power. People are actually constantly being referred to by brands to do something. Generally speaking, the prop method and the promotion introduction method are more sensitive and can be felt, while the environmental experience method requires a huge investment. For example, for a mall as large as Decathlon, there must be at least twice as many counters. Environmental experience and behavioral forces are long-term behaviors.

There are thousands of methods and techniques to follow hot spots, and we need to summarize them slowly. But you must remember the first point, which is what you want to say. Never forget it. The origin is always higher than the hot spot.

The worst situation in all marketing communications is to sacrifice meaning for words and lose sight of the main point. In fact, any marketing behavior has a cost. If you want to be efficient, you must have self-propagation. Without the potential for self-propagation, that is, the organization of the brand, no hot spots can help. If you cannot become part of the hot spot, there is no point in following the hot spot. If you can form the potential for self-propagation yourself, it doesn’t matter whether there is a hot spot or not.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @沉海燕 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!