What is the correct way to take advantage of the college entrance examination hot spots?

The college entrance examination every year is an event that attracts attention across the country. Major brands will naturally not miss this hot topic. However, many copywriters try to force their own brands to be associated with the college entrance examination, so that when the audience finally sees it, they don’t even have the desire to click on it. This time, the author of this article will talk to you about the correct way to take advantage of the college entrance examination hot spots .

Taking advantage of hot topics is what we call marketing by leveraging the trend . Because the cost is low and you can gain big returns with a small investment. Therefore, many companies like to take advantage of hot topics. Many marketing operators are just waiting for a hot event to happen so that they can have content to push.

Hot spots, countless times every year. The college entrance examination is only held once a year. June of every year is always full of passion. It's not just because the summer is hot, it's also full of passion and fighting spirit. At this time of year every year, as the war in the examination hall begins, the business war outside the examination hall also begins. Major brands are rushing to take advantage of the college entrance examination to increase their exposure, and their marketing copy is varied.

As more and more hot topics are being leveraged, brands’ requirements for copywriting are becoming more and more difficult. It needs to be heartfelt, easy to understand, and able to stir emotions. It would be best if it has 100,000+...

So for a while, all kinds of hot copywriting blossomed. Many copywriters try hard to force their brands into the college entrance examination, so that when the audience finally sees it, they don’t even want to click on it.

Well, today, I will talk to you about taking advantage of the college entrance examination hotspot .

1. What is the purpose of taking advantage of the hot topic?

Everyone is thinking about how to take advantage of the hot topics every day. How to seize the hot spots and make the most of the momentum? So, what is the purpose of riding on the popularity of the topic?

Many people would say that they take advantage of hot topics in order to spread the word and gain more readers and forwarding rates. As long as the content becomes a hot topic, it will most likely be forwarded or reported by the media , thus occupying the most prominent exposure position.

In a word, it's about grabbing attention.

But from the perspective of the purpose of jumping on the bandwagon, it is ineffective for many people to do so. Whenever there is a holiday or a hot topic, many marketing operations like to post some pictures, texts, and posters, and then let some advertising public accounts promote an article.

Many copywritings may go viral in the circle of friends in a short period of time by relying on hot events, creating a state of dissemination that is known to everyone. But after a period of time, it disappeared from the hot environment.

Although there were readerships, forwarding rates, and exposure at the time, once the buzz was over, the audience remembered nothing. The reason is that this type of copywriting is usually created for the sake of being hot and for the sake of being screen-sweeping. It just reached a crazy state of chasing after the popularity, but did not expose and spread the brand's core and values.

In other words, in hot events, people actually pay attention to the hot topic itself and do not notice the brand behind it. Therefore, you only make the audience more aware of the hot topics time and time again, but you fail to make your brand clearer to the audience.

The final result is: there is a lack of correlation between the hot topic and the brand. The hot topic becomes popular, but the audience remembers nothing about the brand.

Second, you must let the audience have a brand impression when riding on the hot spots

Will riding on the trend and gaining more exposure definitely attract more attention or purchases?

uncertain. With exposure, it will attract more attention from the audience.

But does your audience remember your product or brand as a result? Will your audience automatically think of your message when they choose related products or services?

The reality is that today’s audience is forgetful. Very forgetful. Just like when we were in school, teachers would often remember those with poor grades, those who were naughty, or those with particularly good grades. Those who are very obedient but have average grades are often not remembered.

Therefore, the most important thing about riding on a hot topic is not to force it just for the sake of being hot, but to think through a series of things and make the best use of each hot topic. The goal that must be achieved is to make the audience have an impression of the brand or product. It's not just about stirring up emotions, or just laughing it off, or just scolding.

Because the result of this is likely to be that once the hot topic is over, the audience's emotions are gone, the communication value is gone, and brand communication loses its meaning. Think about it, if you have been following hot topics for many days, your audience will have no impression of you when they choose to buy.

Well, all I can say is, it’s so embarrassing!

Some cases of failed leveraging of momentum are mostly about doing something very popular, but in the end the audience doesn’t even know what product or brand you are promoting and they are just following the trend during that period of time.

Well, that's called failure.

Shi Yuzhu, the founder of "Nongbaijin", once said a concept:

"Whether consumers like the ad or not, the first thing you have to do is to leave a deep impression on them. It's best if they can remember good ads, but when we don't have that ability, we make people remember bad ads. Audiences may hate the ad when they see it, but they may not hate it when they buy it. Because when consumers stand in front of the counter and face so many health products, their choices are basically subconscious, and they are the ones that leave a deep impression on them."

Therefore, no matter how we look at the "Naobaijin" advertisement, "Naobaijin" has successfully entered into the minds of consumers based on audience cognition, producing a huge market effect.

The impression is deepened once, twice, three times... N times in the minds of the audience, and finally it forms a memory and is remembered by the audience. Therefore, Melatonin is successful in brand communication.

We take advantage of hot topics to make the audience remember the brand.

For example: When you go to the supermarket to buy something, your first reaction when you see a product is "Hey, I seem to have seen this product on TV or on the Internet." This is an impression.

The result is: you may be curious, you may be skeptical, you may want to follow the trend, you may find it interesting, you may want to try it, and then in the end you may buy it.

Being remembered is the best state. But first, we should create a brand impression for the audience. The ultimate goal of riding on the hot topic is to serve the brand communication, let the audience have a brand impression, and increase the popularity of the brand.

3. How to take advantage of the college entrance examination hot spots?

When the capital market falls into irrational frenzy, the attention economy naturally becomes a channel for companies to pursue performance. At this time, whether it is playing with events or riding on hot topics in marketing, it can attract people's attention to a great extent. The various behaviors at this time are to make the audience have an impression of the brand. You must have seen many such cases in recent years, such as Durex , Momo , Tmall , etc.

Of course, there are also some less positive impressions, such as: poor quality, vulgarity, malicious competition, etc.

Well, before, we talked so much about riding on the hot topics. Someone will definitely ask, how can we take advantage of the hot spots?

Below I will share with you some ideas and techniques for taking advantage of hot topics based on my own observations and summary.

1. High level of creativity

In order to make the audience remember the brand, you cannot just create popularity for the sake of popularity, but instead you must produce brilliant creative ideas. Through high-level creativity, the audience can deepen their understanding of the brand during hot topic communication. This is the path that Durex has been taking.

For example: Durex, the most popular internet celebrity in the advertising industry, wishes students to “perform beyond their expectations”.

This wave can be said to be quite powerful, and Durex must be given a thumbs up.

Another example: "Swiss Balco", one of the few brands in the watch industry that has made a name for itself in the college entrance examination marketing war, has a poster with text filling the main body of a watch. The copy repeatedly uses the Internet slang "表(不要)" to list and kindly remind students of the things they need to pay attention to before the exam. It not only shows creativity, but also forms a connection with the product.

To generate creativity in hot spots, here are three points for your reference.

Take the "Wang Zulan proposed to Li Yanan incident" as an example: Note: This example only provides some ideas for everyone, and the exact copy needs to be carefully considered. You can write several and choose the most suitable one.

• Point one: List the hot keywords : Wang Zulan, Li Yanan, proposal, marriage, Lan Nan Lian, love, diamond ring, flowers, touching, I do, high-legged love, hug, kneel, promise, surprise, comedian, Miss Chinese champion...
• Point two: Find product keywords : Here, choose a product that is relatively distantly related, such as a tractor: power, diesel engine, loud, multi-purpose, simple, hand-held, stable, driver, large load capacity, stable...
• Point three: Combine the keywords on both sides: find an interesting point of convergence or turning point and start writing.

Touching + Simplicity: Give you the most secure protection. What touches people is not the tall height, but the simple heart.

Driver + Marriage: Be my driver for life.

Commitment + heavy load capacity: No matter how heavy the future is, you can carry it on your shoulders throughout your life.

2. Related brands and hot spots

Think clearly, who is the brand’s target audience? What does the audience want to know? What kind of communication method does the audience prefer? What aspects of a brand or product can be effectively linked to hot events?

This is a training of copywriting thinking. For example, the hot topic of "gold price reduction", what does it mean? Can it be related to the product or brand you want to create?

For example: if you are doing real estate advertising, you can quote it when a hot topic becomes popular. The copywriting can start with aspects such as "Even if the price of gold drops, real estate will still be popular" and "Real estate is more valuable than gold". Whether it is soft articles, posters, headlines , or tweets, the audience can easily make associations from these points.

Let me show you some more examples, such as KFC ’s big rice ball advertisement:

Meituan Waimai ’s college entrance examination paper advertisement:

Antai's butt power advertisement:

It is recommended that if you cannot find the connection, do not force it or try to make up the numbers to gain leverage.

If you can borrow it, lend it. If you can’t, don’t do it blindly.

3. Don’t chase blindly

Generally speaking, from the perspective of audience sharing and interest in hot topics, within 1-6 hours after a hot topic breaks out, the audience will maintain the greatest interest in the hot topic and be willing to accept different opinions.

Within 12-24 hours after a hot topic breaks out, the audience will gradually lose interest because they have already received a large number of different opinions on the hot topic. It is very difficult for marketers to produce promotional content that has opinions, attitudes, creativity and brand relevance within 1-6 hours after a hot topic occurs .

Therefore, it is recommended that you do not rush to chase after hot spots when they occur in order to seize the golden period of 1-6 hours. Because current hot events are too complicated, there are some constraints on the time and background of the outbreak, and sometimes mistakes occur. When you are pursuing something, you are not representing yourself or an individual, but a company and a brand image.

If mistakes are made during communication or the wrong team is chosen, it can cause great damage to the brand. Especially when following hot entertainment topics, if two groups of fans are fighting, and you stand on one side, the other side will probably immediately let you know what the power of fans is.

For example: In 2017, at the 89th Academy Awards ceremony, the biggest blunder in history occurred.

Warren Beatty, who presented the Best Picture award, mistakenly took the envelope for Best Actress, which contained a note that read "Emma Stone, La La Land."

After his erroneous announcement, the creators of "La La Land" took the stage to give their acceptance speeches. However, its producer suddenly took the microphone and told the audience: "We actually missed the Best Picture award. The golden man should belong to Moonlight."

This mistake can be called "the most embarrassing moment at the Oscars ever". At this time, many film and entertainment media have already published articles to congratulate "La La Land". How embarrassing is that?

If you also post a message to congratulate on behalf of a company or a brand, will the pushed articles and posters be deleted?

I guess after sending the push notification and seeing this mistake, you must have felt like fainting in the toilet!

For example: Just as Xue Zhiqian announced on Weibo that he had reunited with his ex-wife, his ex-girlfriend Li Yutong attacked Xue Zhiqian on Weibo right after. Then Xue Zhiqian broke the news and slapped Li Yutong in the face, and then Li Yutong slapped Xue Zhiqian in the face again...

Then the audience watched helplessly as some brand accounts went from initially supporting Xue Zhiqian and shouting that they believed in love again to later scolding Xue Zhiqian for being a scumbag and irresponsible. Do you think this is a slap in the face?

But if a corporate brand frequently has inconsistent views, how can it convince its audience?

OK, let’s stop here for now.

I wish all students to perform well and get good results in the exam!

This article was compiled and published by @萝卜挖 (Qinggua Media). Please indicate the author information and source when reprinting!

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