17 "hype methods" to promote your product

What I’m going to teach you today is not some crooked marketing techniques, but some effective “hype methods” to promote products . After all, this year has been miserable, and winter is coming soon. Let these 17 methodologies bring you a little warmth~

1. Suspense hype method

The so-called suspense hype is to extract 1 to 2 core, mysterious selling points. Slowly reveal the main information according to the progress. Don't release all the information at once. Say half and leave the other half.

The wealthy China.com has used this trick before. China.com once vowed to acquire Sina, NetEase, and Sohu, three major websites. With 400 million US dollars as a capital, China.com is definitely capable of acquiring the other three websites. The key problem is that it was one-sided and finally nothing came of it. However, China.com not only gained free publicity from the media, but also established its status as a wealthy and powerful leader, killing two birds with one stone.

2. The first hype method

The so-called brand positioning, no matter how many books you have read, can ultimately be summarized in one sentence, that is, to be the first in a certain category ! After all, people can only remember the first one. For example, people know that the highest peak in the world is Mount Everest, but they don’t know what the second highest peak in the world is. (The second one is Mount K2. Didn’t that add some useless knowledge?)

However, there is only one "first" after all, and it is difficult for most companies to be "first". This requires flexible planning to come up with the "first", or to "create" the "first". For example: a certain practice of a certain company is the first in a certain industry; a certain attribute of a certain product is discovered for the first time; a certain behavior makes someone the first in a certain field; a certain model is the first model of its kind, etc. If you don’t believe me, look, even anti-counterfeiting has its first person~

Track the "first" vertically and explore the secrets behind the "first" to satisfy the public's curiosity to find out the truth. In fact, corporate information such as good reputation, products, quality, technology, and development potential is directly or indirectly conveyed to the public. Build momentum around "first" and plan marketing in a coordinated manner to achieve a win-win situation in terms of sales promotion and brand building.

3. Celebrity hype

According to Maslow's analysis of human psychological needs: when buyers no longer consider price and quality as purchasing concerns, using the celebrity's popularity to increase the product's added value can cultivate consumers' feelings for the product and thus win consumers' favor for the product. For example, the "Milu phenomenon" that caused a lot of discussion during the World Cup.

The celebrity effect is the first choice for character hype. Celebrities are the focus of people's attention. The key to the celebrity effect is the celebrity's popularity, and popularity is a person's degree of social recognition. This is why the celebrity effect is so appealing. There is only one drawback to this hype method, which is that it is " a bit expensive ."

4. Reverse hype method

The ancients said, "Do the opposite," use the opposite to bring out the positive, and use the evil to highlight the good. Reverse hype is to lead readers from one concept to another. The development of nature and things has its own regularity. In order to attract people's curiosity and break the traditional rules, planners do the opposite, breaking through people's inertial thinking and going against people's fixed rules.

Baidu Cloud has used this hype method before, deliberately releasing the news that Baidu Cloud had a payment bug that would take about 24 hours to fix. It looked like a bug, but it was actually a hype. As a result, within those 24 hours, a huge number of users registered and purchased cloud disk membership at a low price. This wave of hype is really a super cost-effective marketing hype~

5. Controversy hype

The so-called controversial hype is actually to plan controversial events or opinions targeting corporate products, quality, corporate behavior, etc., trigger social discussions, and attract public attention. Every shocking press conference of the Smartisan mobile phone, Durex condoms and rain boots, if you don’t understand what controversy is, you can refer to every topic of the show "U Can U Bibi"? The product must be revolutionary to be able to operate. This method is low cost and applicable to all.

6. Double-act hype

In real life, although black and white are opposites, for people who love to watch the fun, the stronger the opposition, the more attention it will attract. The differentiated psychological induction allows readers to have a complete understanding of the hype without realizing it. The results are noncommittal, but the hype has been achieved.

Secondly, when the news is published, if it is not hot enough, they have to arrange the so-called positive and negative opinions to artificially raise public opinion, get the media to pay attention to the matter, and get the public to pay attention, thereby achieving the purpose of hype. Let’s take QiPaShuo as an example. If you can’t sing a double act, then you can learn how QiPaShuo debates.

7. Insider speculation

Plan to expose "inside information" by yourself, or have others expose "inside information" to create hype. In order to show their own true nature, they do not hesitate to expose the black holes in the industry and use the shortcomings of others to highlight their own advantages. In essence, this is a form of comparison. They show where others are black, and how I am, so that the public will hate the black holes and recognize themselves. Corporate “inside stories” involve consumer interests and are likely to attract public attention. For example, Zhenji revealed that some companies used pig bristle water to make soy sauce, and Yu Zhaolin hyped up plastic film underwear. This method is a bit gray, so be careful when using it~

8. Take advantage of the situation to hype

The so-called leveraging of momentum refers to a series of related activities launched by companies by timely seizing widely-watched social news, hype, and the celebrity effect of a person, in combination with the company or product's communication goals. Taking advantage of the situation to hype is to take advantage of the focus of people's attention, ride on the trend, let more people know and pay attention to yourself, so as to increase the popularity of yourself (your product). Use some of your own strengths to make consumers pay attention to you and know you. This is a direct reference to Durex, but Durex's success is not only because of its ability to leverage hype, but also because of its natural product attributes that are easy to spread and easy to discuss.

9. The method of challenging and hyping

Challenge a famous person, company or product, set up a competition platform, and thus attract the attention of consumers and the media. Let the media pay attention to and report the results, and turn yourself into readable news. For example, the Hammer phone challenges the Apple phone, Guoan challenges Li Ning, and Fanta is compared with Coca-Cola. This trick is more suitable for the weak in the industry competition. It can make you famous overnight and the cost is extremely low. All you need to do is find good selling points and opponents to challenge! The premise is that your product is really better than your competitors, otherwise it is a suicidal challenge~

10. Dig deep into the hype method

Recommend your own failure (success) to others in the form of discussion. Attract discussion and attention from the media. Let people remember this phenomenon to achieve the purpose of hype. You can also use popular opinions to put forward different views, such as Liu Xiang's endorsement of tobacco is contrary to the spirit of health, Yu Zhaolin invited the emperor, Beijirong invited a comedian, and clockwise brought in father and son - thermal underwear interprets a star war, such as the various aspects of life in the face of the epidemic. This kind of marketing is pure speculation and is made out of nothing. It's like searching for her among the crowd on Baidu, but when you turn around, she is standing in the dimly lit place. You can borrow arrows without a straw boat, so you can imagine how low the cost is. Available to all types of businesses.

11. Dispute speculation

Plan a "dispute" to attract social attention. After a period of time, it came to nothing, but the company became famous all over the world and achieved the hype goal. Consumers sued the Chinese Academy of Sciences for its Arctic Velvet Warmth Card, Little One sued Robust, and Life Source sued Fuyunquan, etc. The cost is only one piece of paper, which is applicable.

12. Sponsorship hype

In fact, it mainly relies on sponsorship, naming and other means to promote one's own brand through sponsored activities. For example, Mengniu sponsors aerospace, Yili sponsors the Olympics, etc. The cost ranges from one million to tens of millions, and is more suitable for large enterprises. Just like sports events are sponsored by sports brands such as Nike, Adidas, Li Ning, Anta, etc. every year, of course there are also various functional drinks, such as Red Bull, Gatorade, etc.

13. News hype

Companies take advantage of valuable and influential news in society and link it with their own brands in a timely manner to achieve the communication effect of leveraging the power of the media. Companies can also attract the interest and attention of the media, social groups and consumers by planning, organizing and creating newsworthy hype. For example, in order to promote its large number of customers and good service, a restaurant may plan a scene where a door threshold is stepped on and then replaced on the spot. For example, "The threshold of a popular restaurant in Beijing was trampled by customers."

14. Public Opinion Hype

Companies promote themselves by cooperating with relevant media to publish articles that introduce and promote the company's products or services. I won't say much about this. Now more and more companies are doing this. It's nothing more than sending out more press releases and soft articles. You can decide the content to publish according to your company's short-term goals.

15. Trademark Hype

For example, David Rat Poison bought out the Muzimei trademark, condoms registered the Green Tea trademark, and Shenyang Feilong registered the trademark of corrupt official Zheng Xiaoyu. The cost is just to apply for a bid. This trick can be used for start-up companies that want to be in the C position. Sometimes an eye-catching trademark can help you save a lot of advertising costs~

16. Event hype method

Event hype refers to a series of publicity activities organized and planned by a company to promote its products, attract the attention of consumers and the media to achieve the purpose of spreading its own information. For example, Pepsi uses touring music concerts to communicate with its target consumer group, using music rather than advertising to spread Pepsi culture and marketing concepts.

17. Concept Hype

It is a "new concept" or "new trend" created by an enterprise for its products or services. For example, the concept of "mobile phone, pager, and business communication are indispensable for successful people" was introduced by Shangwutong, which led to a new trend of PDA consumption and created extraordinary sales performance. Or the concept cars of car companies. Every time Apple launches a new mobile phone, it will first release a concept car. No matter it is real or fake, useful or not, if it can generate public opinion and cause discussion, it is definitely worth it!

Author: Su Yan

Source: Su Yan Ben Yan