Brand Marketing: 4 Characteristics of Event Planning Points!

Once there is an incident and a discussion, a fire has been lit, but it still depends on whether public opinion control is professional.

01

What is the most valuable thing in recent years? Many people talk about houses.

However, those who are truly wealthy (operating capital) understand that the most valuable thing is actually the “concept.” They package the concept into “dreams,” “ traffic, ” and “encrypted digital currency.”

The greatest ability of these people who operate capital is certainly not to work hard to realize their dreams, but to fool everyone into dreaming together and gather more people to create momentum.

When everyone started dreaming along with the dreamer, the dreamer secretly fulfilled his dream.

02

This year there is a financial business war mini-TV series called " Wall Street of the East", which makes people feel their wallets tighten after watching it.

The drama tells the story of a listed company that is in a half-dead state because it has no money. At this time, the second male lead comes up with an idea to make something for nothing.

Everyone knows that if you want to make a movie successfully, you need three factors: experience, money and box office, but these factors are nothing compared to capital operation.

(1) What should I do if I have no experience in making movies?

No experience is needed, you just need to plan a movie. It doesn’t need to be great, but it must be eye-catching enough to attract market attention.

As for how to attract attention, it’s very simple. Find a director who is known in every street and alley, find some stars who are known to all ages, and then shoot a story that everyone knows, just pick a world classic. It doesn't matter what the story is like, what matters is that you can make money without spending a penny.

(2) What to do if there is no money to make a movie?

Does making a movie cost money? Because in this world, stocks are far more valuable than money. If you don’t have money, just give the stocks to these directors and stars and use the shares as pay.

For example, if the listed company's current share price is 5 yuan per share and it sells it to star directors at half the price, they will definitely be happy. As long as the movie is a big hit, the stock price will rise. When the contract expires, they sell the shares back to the company and double their money, or more if the stock price is above $5.

(3) What if the movie has no box office success?

To be honest, not necessarily, but you can find a way: invite popular stars and young actors, isn’t that to attract attention? So they create CPs, stir up topics, brush up the charts , buy film reviews, create box office, have celebrity meet-and-greets, and offer special tickets at 9.9 yuan...

You may think that many people don’t have much opinion about watching movies. They just look at what everyone is watching recently, what is playing in the cinema, and watch the movie with my favorite star. Even go and see how bad the movie is.

So we must invest heavily in publicity and promotion to let everyone know about this movie. The film also needs to be boosted at the box office, so that theaters will all schedule it for their own benefit. Audiences will see that the film is so popular, has such high box office, and is being shown in theaters, so they will all buy and watch it.

Control the market, spend money on transactions, hype marketing , and control public opinion, all in one go.

03

Can't I just not believe in hype?

It may not work. When faced with public opinion events, people will naturally be curious and pay attention. This is a subconscious behavior of watching the fun and a stress mechanism.

Whenever there is a contradictory public opinion field, many people on social media do not actually discuss the issue at hand. Instead, they "migrated" here based on their daily life experiences, "substituted" their previous feelings, and simply vented their emotions.

For example, I don’t care whether the box office data is true or not. I think it’s good, and I think such a high box office is natural and impressive.

In other words, in the fast-paced, fragmented information age, information understanding has become shorter and shallower, and people's participation in discussions on public events is no longer focused on the truth of the facts, but has given way to emotions, opinions and positions.

So here comes a phenomenon logic:

Because they don't care about empirical evidence, once false hype or even exaggerated information appears, it can continue to spread; exaggerated information naturally has extreme characteristics, which breaks people's inherent emotional cognition and experience, so people with the other side of the viewpoint occupy the moral high ground and start a debate. Once the debate begins, the media will surely pay extensive attention.

In this way, the first half of the hype process is completed.

The reason why it is called the first half is because hype has a purpose. Only when the heat generated by the hype is converted into driving force can the whole process be truly completed.

04

With the audience base of hype news, the question of hype points arises. What kind of topics or events can attract people's attention and interest, or even cause a huge stir?

Hype planning points usually have the following characteristics:

(1) News Simulation

To hype a concept or an event, one must first assume that the event really happened or is bound to happen, because something that loses its sense of reality will not resonate with people.

For example, take the recent hot rent increase as an example.

"House prices are not rising, but rents are rising." Rents in City X are stealing the show. This year, renting a house costs 25% more than last year.

Heartbreaking! The latest rental prices in City X are revealed. The scary thing is that you can’t catch up at all!

The material that is disseminated must be so shocking as to make people die.

In order to pass off inferior products as superior ones or fake products as real ones, sometimes speculators need to simulate some real events similar to the hype concepts during the hype process in order to promote development and increase influence.

(2) Pluralistic values

The principle of hype is to control the proportion of mainstream speech. We are not afraid of negative speech, but we are afraid of not having too many negative speeches. If a concept comes out and everyone either agrees with it or condemns it, then this concept will not be able to be hyped. People who stand on this side praise it, while people who stand on that side condemn it.

Regardless of praise or criticism, the identities of all those involved in the review are initially vague, thus forming a mysterious vortex that draws everyone in.

(3) Breaking through the inherent aesthetic and emotional cognition

People have inertia in their views and emotions, so when a reasonable view or event comes out and deviates from the traditional cultural psychology and inherent aesthetic consciousness of society, it is bound to cause a great response.

(4) Emotional and social

Because there are emotions, the speech will be intense; because it is social, the impact will be wide-ranging.

In addition to presenting news data and facts, there must also be a novel story in order for people to spread it.

A few days ago, a post by a pseudonym Mr. Chen from Tiantongyuan, Beijing, went viral.

Mr. Chen revealed that he originally planned to rent out his three-bedroom apartment for 7,500 yuan per month, but after two real estate agencies raised the price to compete for it, he finally closed the deal with an agency for 10,800 yuan. Mr. Chen, who got a bargain, was not ecstatic. Instead, he angrily cursed the capital that had massively entered the rental market with the intention of monopolizing housing supply, driving up rents, and trying to "suck the blood of young people."

The astonishing transaction price and Mr. Chen's contrasting attitude reflect the confrontation between conscience and anger, and the helplessness of the masses in terms of income and survival, which naturally resonate with ordinary people.

The hype is now complete.

After the simulated report is sent to several media outlets, two situations may occur: one is that the simulated report is left unresolved; the other is that the social impact is widespread, and major mainstream media outlets reprint and follow up on the report.

Regardless of whether there is no feedback or the feedback leans towards a certain side, the communication materials that have been prepared in advance are released to balance public opinion and amplify momentum.

There are many kinds of materials for dissemination, 40% support, 30% neutral, 20% opposition, and 10% reflection.

Supported topics can be:

Rents will definitely increase, this is the general trend

Rents are rising, capital is not guilty

Rent increases: Unreasonable, but reasonable

Objection topics may include:

Rising rents are a drain on young people who cannot afford to buy a house.

Out-of-control high rents are more terrible than high house prices

Rent consumes young people's down payment

Reflective topics might include:

Should long-term rental apartments be blamed for rising rents?

Is the rent increase all the fault of the real estate agency?

House prices are not rising, but rents are rising. What should young people choose?

At the same time, the dissemination materials are sent to the relevant submission email addresses of various media outlets across the country. Internet water armies are on standby at all times, using Weibo, QQ, and WeChat groups to respond to public opinion trends and strike wherever they are directed.

The extent of the hype effect also depends on the people involved in the debate, the specific viewpoints of the debate and the field of the debate. For example, if two ordinary people are having a quarrel behind closed doors, there will naturally be few onlookers. But if two celebrities are fighting in a busy city because of their different positions, all the media will surely flock to it.

For example, the vice president of a well-known real estate agency suddenly announced his resignation. He revealed that the reason for his resignation was that he had previously criticized his own company for competing for properties at high prices, causing rents to rise too quickly. This kind of face-slapping material sounds interesting. This once again brought the topic of "rent speculation" to a climax.

The onlookers are still waiting to see how the other party responds. After two or three days, a press conference will be held to formally refute the rumor. It is a continuation of the heat. There is no other reason for holding a press conference, except to express that the reasons leading to the current situation are diverse. We are very concerned about a certain phenomenon, and we have to make shocking statements, such as "We have feelings, we do it with a public welfare attitude, we are not making money, we are doing business at a loss." Personal remarks are small, while company business and income from rising rents are big.

05

Once there is an incident and a discussion, a fire has been lit, but it still depends on whether public opinion control is professional.

An effective hype campaign is inseparable from excellent public opinion control. In some cases, it can even completely change the public's perception of an event. For example, invite well-known bigwigs to come to the platform. The boss wasn't invited here for nothing, and every word he said was explosive news.

“Let me do the math for you…the rental market is a losing business,” a real estate tycoon said.

After all, hype is still a test of explosiveness. Any hype that does not shock friends and does not make people's eyes light up is not serious hype.

The entire hype process has come to an end, but it is not over yet. As a professional hype man, you still need to focus on: controlling the hype effect; grasping the hype cycle; the conversion between volume and effect; and following up on the next round of hype planning.

It is also necessary to count the number of media participating in the follow-up reports, the number of search engine search terms, WeChat index , Weibo hot search list and other data that can reflect the influence of hype, promote smooth financing and expand the scale. Of course, it will more directly pave the way for the introduction of high rents in the next step.

The above is the story of how small money leverages big money. As for the money from the media, big Vs , bigwigs, and mass representatives, Master Tang has a classic answer in Let the Bullets Fly:

We must first let the local gentry pay and then get the people to donate money. Only after the gentry donated did the common people follow suit.

After the money was received, the gentry's money was returned in full, and the people's money was divided into 30% and 70%.