Your brand is not well-known? You may need a viral marketing campaign!

When you think of viruses, what comes to your mind first? Biological weapons? Biological viruses? Rapid spread?

I believe everyone has seen the "Resident Evil" series of movies. At first, only a few people were infected with the virus, but in the end, everyone in the world was infected with the virus. So what is viral marketing ? What are the characteristics of viral marketing as a type of integrated marketing?

Viral marketing is about making your brand spread like a virus so that everyone knows about it.

So how do we do viral marketing? It is basically similar to "Resident Evil"

First we have to make meth

Then release the virus

Finally, the virus mutates and spreads

NO.1Making viruses

As long as you make a good virus, no one in the world can escape

Of course, we can't really create a virus like in "Resident Evil". If everyone in the world turns into zombies, who will buy your products? Unless you are selling zombie oral liquid!

Let's get back to the topic. In real life, to create a virus, we can start from four points: inducement, entertainment, emotion, and voting to create a virus with stronger transmission ability.

Inducement

No one can refuse something that can bring benefits.

In 2010, the sensational "KFC flash sale incident" was caused by the fact that KFC's flash sale was so affordable that by downloading the electronic coupons provided by KFC, you could buy a family bucket with an original price of 64 yuan at half the price.

Such good news, of course, spreads by word of mouth, from one to ten, from ten to a hundred, from a hundred to a thousand...

The message went viral, and countless people flocked to KFC stores across the country with coupons in hand. Unfortunately, KFC was overwhelmed and refused to redeem the products for consumers, which eventually led to the "KFC flash sale incident."

entertainment

In their spare time, users are most concerned about entertainment.

On Army Day in 2017, the “Show Your Military Uniform” H5, planned by People’s Daily and supported by Tencent Tiantian Ptu, became popular throughout the WeChat Moments.

Why is this H5 so popular?

This was mainly because it was the 90th anniversary of the founding of the People's Liberation Army, and mainstream movies such as "Wolf Warrior 2" were popular, which successfully aroused people's patriotic feelings. The combination of current affairs, patriotic sentiments, and entertainment elements prompted this H5 to spread rapidly in the circle of friends, quickly forming a viral effect.

emotion

People are always emotional and easily moved. Therefore, you need to guide users through the emotional level, so that users can be happy for you, angry for you, sad for you, and happy for you, so as to achieve communication.

for example:

Weilong’s marketing campaign to boycott Lotte Group was successful because it took advantage of the public’s anger.

vote

Use voting activities to attract everyone's attention and arouse everyone's desire to vote, so as to achieve dissemination.

for example:

A certain school selected the top ten beauties.

Put the preliminary results of the school beauties on public accounts, Weibo, school websites and other platforms for people to browse and then vote to choose their ideal school beauties.

NO.2 Release a virus

The biggest characteristic of the virus is that it can be spread very easily, so easily that you cannot prevent it even if you want to. Therefore, it is best to set it to novice mode when releasing the virus. This is a mode that everyone can operate.

Another thing is that the higher the user's immunity to marketing, the harder it is for marketing to succeed, so try to find users who have low immunity to marketing.

To choose a good communication channel is to try to publish on a platform where the crowd is concentrated. Everyone knows about certain apps, certain audio apps, and certain posts.

"No gain, no early rise". No one will do something that has no profit, so we must provide users with enough benefits to encourage them to share and spread the word.

NO3. Virus variants spread again

Viral marketing is cyclical, with strong explosiveness but weak sustainability. Therefore, if you want to attract users to continue to participate in the event, you need to "variate" and update your marketing methods in a timely manner.

for example:

Why has the saying "Du Fu is very busy" been spread for so long? It is because his image is often changed. One moment he might be holding a machine gun, and the next moment he might be making tea...

The so-called viral marketing is to make your brand spread quickly like a virus so that everyone knows it.

Author: Cherry

Source: Cherry