Brand promotion: How to do low-cost marketing?

On the contrary, as a brand with limited budget and insufficient influence, if you want to make a big profit with a small investment, the probability of success is probably like "winning the lottery."

(2) Event Marketing

(3) Leverage marketing

1. Topic Marketing

First, you need to find a topic that is spreadable and related to your own brand. Afterwards, it can be spread in the form of humor, spoof, controversial, or social hot spots. In this way, interesting topics will attract more people to pay attention and even generate some discussion on the topic, and related products and services will also receive more attention.

(2) Multi-faceted publicity

Once a topic is raised, it is likely to fall into oblivion if it is not reported continuously through various media forms. Therefore, in topic marketing, it is necessary to combine all available resources as much as possible to provide more marketing support for this topic, so that the coverage of the topic will become wider.

(3) Follow-up topics

Even if a topic is publicized in many ways, it can easily fade out of the public eye after a period of time, so it still needs the support and follow-up of subsequent topics.

For example, "Insai Group" used low cost to create a public welfare topic with 474 million exposures.

In recent years, taxi-hailing apps have developed rapidly, led by Didi, Uber and others, and they have expanded rapidly with a light asset model. Because of its strong market share and marketing strength in the Guangzhou-Shenzhen area, Shenzhou Special Car has not been able to open up the market in the Guangzhou-Shenzhen area.

After in-depth insight and analysis, Insee Group solved this problem in an innovative way. It thought about who needs safety the most when riding in a private car, and found a special group that needs safety the most and receives the most attention: pregnant mothers.

We created an innovative product with a strong sense of social responsibility from the highly-watched group of "pregnant mothers" to attract people's attention.

(2) Event Marketing

1. Is your business itself enough to attract media attention?

2. Do you represent a field that is consistent with the focus of the news media?

If the answers to the above two questions are yes, then it will be absolutely easy for you to carry out event marketing. However, if it is not a hot topic in the same field, and you can force a connection, and it is interesting, it is also very easy to attract attention.

For example: Durex’s event marketing is very classic and worthy of our in-depth study. On June 23, 2011, just as people were getting off work in Beijing in the evening, heavy rain suddenly fell and netizens on Weibo began discussing how to get home.

At this time, an account called "地空叨蛋" sent a Weibo post: It rained heavily in Beijing today, fortunately I still had two Durex bags in my bag.

(3) Leverage marketing

So what is self-entertainment marketing?

It means writing copy from your own perspective and following hot topics for the sake of following hot topics. For example , in the 2016 Rio Olympics, the women's volleyball team won the championship again, and many companies took advantage of the hot topic.

Sohu: In the women's volleyball final, China defeated Serbia 3-1 and won the Olympic championship again after 12 years. It was really bland and a complete failure.

If you, as a small brand, start shouting about how great your products are, this kind of "Wang Po selling melons" will lack trust and will probably be difficult to be accepted by others.

In addition, while brands focus on the output of ideas and concepts, they must also pay attention to "experience".

For example, increase interaction with users when conducting topic marketing, leveraging marketing, and event marketing, such as online lucky draws where users can participate by forwarding, liking, and commenting, offline free trial activities where users can participate in stores, discounts based on the length of boys and girls' "legs", etc.