In the 12 years when I was engaged in marketing, I met too many products or enterprises that I knew my products were very good, but I was always unwilling to expose my products or enterprises through the media or marketing. They firmly adhere to the concept that "the fragrance of wine is not afraid of the depth of the alley". Over time, the smell of wine was lost and the alley was demolished. Tragic ending. To be an enterprise and the core of products, at least we should aim at "profit". What Bian Xiao teaches you today is not crooked marketing skills, but some effective "hype methods" to promote products. 1, suspense speculation The so-called suspense speculation is to refine the two core and mysterious selling points of 1 to 2. According to the progress, slowly shake the burden, don't put all the information in at once, say half and leave half. China Com with deep pockets has used this trick before. China Com once boasted that it would buy Sina, Netease and Sohu. China With a buffer fund of $400 million, com is fully capable of acquiring the other three websites. The key point is that this is wishful thinking, and finally it will go away. However, China. Com not only got the publicity of public opinion for free, but also established the position of the boss with deep pockets, killing two birds with one stone. 2, the first hype method The so-called brand positioning, no matter how many books you have read, can actually be summarized in one sentence, that is, to be the first in a certain category! After all, people can only remember the first one in their memory. For example, people know that the second highest mountain in the world is Mount Everest, but they don't know what it is. (The second one is Jogory Peak. Have you added some useless knowledge? But there is only one "first" after all, and it is difficult for most enterprises to have "first". This requires flexible planning of "first" or "manufacturing" of "first". For example, it is the first time for an enterprise to do something in an industry; The first discovery of a product attribute; Some behaviors make someone the first person in a certain field; A paragraph belongs to the first paragraph, and so on. Believe it or not, even counterfeiters have the first person who tracks the "No.1" vertically, and tap the "No.1" The Secret Behind to satisfy the public's curiosity. In fact, enterprise information such as good reputation, products, quality, technology, development potential, etc. Communicate directly or indirectly to the public. Around the "first" horizontal momentum, the overall planning of marketing, promotion and brand building to achieve a win-win situation. 3, star hype method According to Maslow's theory of human psychological needs: When buyers no longer pay attention to price and quality, they can use the popularity of celebrities to increase the added value of products, which can cultivate consumers' feelings for products and win consumers' pursuit of products. For example, the "Milu phenomenon" that was heated up during the World Cup. Star effect is the first choice of people's hype, and star effect is the focus of people's attention. The key to the star effect is the popularity of the star, which is also a person's social cognition. This is why the star effect is attractive. This kind of hype has only one shortcoming, that is, "it's a bit expensive". 4, reverse speculation, the ancients said that "the opposite is true", with positive guidance and evil promotion. Reverse hype is to introduce readers from one concept to another, and the development of nature and things has its own laws. In order to attract people's curiosity and break the traditional laws, planners do the opposite, break through people's inertial thinking mode and run counter to people's fixed laws. This kind of hype has also been played by Baidu Cloud Disk before, and a paid BUG was deliberately released in Baidu Cloud Disk, which can be fixed in about 24 hours. It looks like a BUG, but it is actually hype. As a result, in those 24 hours, many users registered and bought cloud disk members at low prices. This wave of hype is super cost-effective marketing hype ~5 The so-called controversial speculation method is actually to plan controversial events or opinions for enterprise products, quality and enterprise behavior. , triggered social discussion and aroused public concern. Hammer mobile phone every amazing press conference, Durex's condom rain boots, if you don't understand what is controversial, you can learn from every topic in Qipa's program. Products must be revolutionary, which is the premise of operation. This method is low in cost and suitable for everyone. 6. Double-reed speculation In real life, although black and white are opposites, for people who like to watch the excitement, they will do what they like. The stronger the opposition, the higher the attention. Differentiated psychological induction makes readers have a complete understanding of hype unconsciously. The result is noncommittal, and the hype consciousness has been reached. Secondly, when the news release is not hot enough, it is necessary to arrange the so-called pros and cons to artificially reach the high temperature of public opinion, let the media pay attention to this matter, and let the public pay attention to this matter, so as to achieve the purpose of hype. Let's take Zipper's theory as an example. If you can't duet, then you should learn how Qipa's theory is demonstrated. 7. Insider speculation plans to expose "insider" or others to expose "insider" and speculate. In order to show our own nature, we will not hesitate to expose the black hole in the industry and highlight our own advantages with the shortcomings of others. Essence is a form of comparison. Where are others black? How can I make people hate black holes and recognize themselves? The "inside story" of an enterprise involves the interests of consumers and easily attracts public attention. For example, some enterprises use pig hair water to make soy sauce, and some plastic film underwear is hyped. This method is a little gray, so be careful when using it. The so-called borrowing method refers to a series of related activities carried out by enterprises in time in order to seize the social news, hype and star effect that people pay close attention to widely, and combine the purpose that enterprises or products want to achieve in communication. Taking advantage of the situation to speculate is to take advantage of the focus of people's attention, catch up with the trend, let more people know and pay attention to themselves, and thus improve their visibility. Let consumers pay attention to themselves and know themselves by borrowing things from themselves. It is right to learn from Durex directly, but Durex's success is not only because of its ability to take advantage of the situation, but also because of its natural product attributes that are easy to spread and discuss. 9. Call a celebrity, a well-known enterprise or a product to set a challenge, so as to attract the attention of consumers and the media, let the media pay attention to and report the results, and turn themselves into readable news. For example, hammer mobile phone challenges Apple mobile phone, while Guoan challenges Li Ning, Coca-Cola and Coca-Cola. This move is more suitable for the weak in the industry competition, and it becomes famous at a stroke with extremely low cost. Just find a good selling point and a good opponent! The premise is that your product is really better than your competitors, otherwise you will find your own way ~ 10, dig deep into the hype method and recommend your failure (success) to the outside world in the form of discussion. Attract media discussion and attention. Let people remember this phenomenon and achieve the purpose of hype. You can also put forward different opinions from a popular point of view. For example, Liu Xiang's endorsement of tobacco is against the spirit of health. For example, please invite the emperor and Arctic velvet to invite comedians, move the father and son soldiers clockwise-thermal underwear to perform Star Wars, such as the sentient beings in front of the epidemic. This kind of marketing is purely groundless. There are many people looking for her to be Baidu, and suddenly looking back, that person is in the dim light. You can imagine the low cost of borrowing an arrow instead of taking a straw boat. All kinds of enterprises have it. 1 1. Controversy speculation planning a "controversy" has aroused social concern. After a while, it went away, but the company became famous in the world and achieved the purpose of hype. Consumers sued the Chinese Academy of Sciences for taking the Arctic velvet warm card, the little guy sued Robust, and the source of life sued Fuyunquan. The cost is just a piece of paper, which is all applicable to 12. In fact, the sponsorship hype method mainly promotes its own brand through sponsorship, title, etc. For example, Mengniu sponsors aerospace and Yili sponsors the Olympic Games. The cost ranges from one million to ten thousand, which is more suitable for large enterprises. Just like sports events are sponsored by sports brands such as Nike, Adi, Li Ning and Anta every year, there are also various functional drinks, such as Red Bull and Gatorade. ~ 13. News hype method Enterprises use valuable and influential news in society, seize the opportunity to connect it with their own brands, and make full use of their strength to achieve communication effects. Enterprises can also attract the interest and attention of the media, social groups and consumers by planning, organizing and making newsworthy hype. For example, in order to promote more customers and good service, hotels can plan a trampled threshold and change the threshold on the spot. For example, the threshold of a hot restaurant in Beijing was trampled by customers. 14. Public opinion hype method Enterprises promote themselves by cooperating with relevant media and publishing articles introducing and publicizing their products or services. This is not much to say. Nowadays, more and more enterprises are doing nothing more than issuing more press releases and soft articles, and publishing the contents according to your company's short-term goals ~ 15. Trademark hype means such as David rat poison buying out Muzimei trademark, condom registering green tea trademark, Shenyang Longfei registering corrupt official Zheng Xiaoyu trademark, etc. Its cost is only to apply for bidding. This move can be applied to C-position startups. Sometimes an eye-catching trademark can save you a lot of advertising expenses ~ 16. Activity hype refers to a series of publicity activities organized and planned by enterprises to promote their products, attract the attention of consumers and the media and spread themselves. For example, Pepsi-Cola talks with target consumers through touring concerts, and uses music instead of advertisements to spread Pepsi culture and Pepsi marketing ideas. 17. Conceptual speculation is a "new idea" and "new trend" created by enterprises for their own products or services. For example, BusinessCom introduced the concept of "mobile phone, pager and BusinessCom", which led the new trend of PDA consumption and created extraordinary sales performance. It is also the concept car of car companies. Every time Apple launches a new mobile phone, it will first come up with a concept machine, whether it is really useful or not. If it can generate public opinion and cause discussion, it is definitely worth it! Copyright: The photo copy comes from the Internet.