Lack of creativity and inspiration in operations? Just "get on" them!

Operations, like the brand market, have high requirements for creativity! As an operator who directly connects with users, it is not only necessary to package boring products and difficult-to-understand content in an interesting and simple way, but also, when faced with monthly event planning, after clarifying the goals, marketing tools, and promotional scenarios, operators also need to think about how to package the events to make them different and exciting.

Inspiration and ideas for packaging often appear inadvertently, but are nowhere to be found when we need them most. Creative thinking requires complex cognition, which is completely different from the conventional thinking process.

The most prominent feature of creativity is its own contradiction (niche and counterintuitive). People with rich life experience and vision and sufficiently contradictory personalities tend to be more creative. This requires sufficient time and accumulation for the operation. Although there is no "typical" innovation model, some tools (websites) can be recommended to help operators with positive personalities and values ​​to "go" to them to find creative ideas when they lack operational inspiration.

Advertising Creative Portal

As a professional content website in the field of brand marketing, the Advertising Creative Portal can provide us with the latest and most interesting marketing information, copywriting, and event analysis information at home and abroad. Currently, some of the better advertising creative portals include Meihua.com, Shuying.com, Admen.com, Top Copywriters, Online Advertising Community, Creative Kungfu.com, Madison.com, Jintou.com, Oneshow, etc.

1. AdChina.com is a leading online media and industry interactive information service platform for China's advertising and communication industry. Many Internet companies rush to publish their marketing results on AdChina after completing their social campaigns.

2. Meihua.com, founded in 2002, is one of the earliest information portals in China that focuses on marketing. In addition to the latest marketing cases, it also provides various data intelligence services for advertising, public relations and market research departments.

3. Top copywriting, a sharing website for copywriting, advertising, creativity, design, architecture, art, etc. The design and illustrations of the entire page are of high quality, and the foreign marketing cases are also richer than other websites.

4. Shuying.com is similar to other creative portal platforms in terms of positioning and content direction. Shuying mainly adopts a combination of UGC+PGC in its model, and there are some creative researchers who have secondary processing and thinking articles on cases.

I recommend these websites mainly because I personally like to look at some marketing cases on these platforms and collect good ideas. Before the event starts, we will also go to these platforms to look for packaging inspiration after determining the goals. For example, if you search for the keyword "Valentine's Day" on AdChina, you can see interesting Valentine's Day packaging methods in various industries.

Data Services

Platforms with large traffic will produce some data products that display hot spots on the entire network, such as Baidu Hot List, Sina Weibo Discovery, Baidu Index, Weibo Index, Taobao Index, iQiyi Index, Video Index, Tieba Hot Search, etc. Through them, you can discover the latest social hot spots and movies and topics that users are interested in.

(The search index of Ode to Joy is higher than that of Nirvana in Fire, so there is a lot of room for leveraging)

Of course, on the homepages of portals like Sina, NetEase, and Time.com, there are many hot topics and celebrity entertainment gossip, which are also very good sources of inspiration for hot topics. Have you figured out how to take advantage of the recent popularity of the TV series Ode to Joy?

(Baidu Ranking)

Sina Weibo

Currently, the three most active accounts on Sina Weibo should be celebrities, marketing accounts, and self-media. Among them, marketing accounts such as "Xiao Ye Mei Zi Xue Tu Cao, Research Center of Abnormal Human Beings, and British Newspaper Sister" are the choice of marketing channels for most companies. You can see the marketing creativity of many companies here.

Then I would like to recommend some very interesting self-media Weibo accounts. There is no need to introduce "Uncle Tongdao", a super IP in the field of astrology. If you want to use astrology to package products, just look at him. "Da Shi Xiong's Comics" and "Wang Zuo Zhong You" are both about following news hotspots. One expresses creativity through comics, and the other through text. Both are great forms of product selling point packaging!

Picture material website

As a paradise for designers to find inspiration, image material websites such as "Huaban, ZCOOL, UI Design, UI China" collect the latest and most comprehensive event and poster design pages on the entire network every day.

Operators can search for relevant "keywords + activities" to see related activity pages on the entire network. Come, let me show you these Valentine's Day copywriting on Huaban.com. Aren’t they quite thoughtful?

Marketing Calendar

It mainly refers to a way of recording collection habits. Various interesting marketing packaging cases seen on the Internet can actually be sorted out according to their timeliness to form your own marketing time map, which makes it convenient to quickly find packaging inspiration for reference at the corresponding time node.

By collecting high-quality cases, I wrote an inventory-type h5 production article at the end of last year. You can reply to the keyword "h5" in the official account "Product Rookies" to feel the power of organization.

(Be capricious and look at the good things JD has done this year)

(Coca-Cola, happy 128 years of analysis)

Competitive product packaging analysis

The creative advertising portal provides a one-stop view of interesting things happening every day in the Internet industry, but they are all processed results. Competitive product analysis allows you to see the in-depth planning and original gameplay of competitors beyond marketing. Taking LeEco's Free Ecosystem Day as an example, what we can see on creative advertising portals and news stations is how it sold 2.02 billion memberships by using the gimmick of free hardware. However, if you don't do a detailed analysis of how it packages the event, you won't know that in addition to buying a membership for "0 yuan" and getting hardware, there are four other event packaging scenarios: hot-selling flash sales, coupon returns, lotteries, and discounts with coupons.

(Second kill scene)

(Lottery scene)

It is difficult for many operators to have creativity and inspiration available at any time, but by watching and observing more, you can pay attention to the good ideas around you and collect them at any time. Once you have accumulated enough, it can still help you come up with a relatively reliable solution when you lack inspiration. If you can add good implementation (which most people often don't do), I believe you will create a creative operation case.