Counting network event marketing cases and analyzing brand hype skills

Brand building is inseparable from hype. In the contemporary society with many species, categories and products of the same category, how to make our products unique from many similar products, attract people's eyes and ears, and improve their reputation requires a lot of brain power. And hype is the best way to attract public attention, and finally turn public attention into sales and enhance brand equity. How to do event marketing? The method of online brand hype: 2 tricks

(1) suspense hype method

suspense hype is to refine one or two so-called core and mysterious selling points; According to the progress, slowly shake the burden, don't put all the information at once, say half and leave half.

China.com, one of the four listed websites, has used this trick. China. com once boasted that it would buy three major websites, Sina, Netease and Sohu. China. com, with a cushion of $4 million, was absolutely capable of buying the other three websites. The key problem was that it was just wishful thinking and finally went away. Finally, China. com not only won the publicity of public opinion, but also established the position of the boss with deep pockets, killing two birds with one stone.

(2) Gap hype method

With some familiar things, a relative mindset is generated in the minds of ordinary people. Once this stereotype is broken, people feel like weightlessness in space. This hype method should have ordinary kung fu, be good at refining ordinary materials, and make the media refreshed and the public or the focus refreshed.

(3) The first hype method

People can only remember the first in their memory. For example, people know that the world's first peak is Mount Everest, but they don't know what the world's second peak is. "First" is easy to arouse people's interest, attract the public's attention, be easily remembered, and make the opponent insurmountable and the brand image stand out. Because everyone wants to compete for the first place, the difference between the champion and the runner-up is a thousand miles. The fresh things are often remembered the most. Followers will not attract more attention, but will only bring more criticism and cold eyes. People will only remember the first place.

However, 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 certain attribute of a product; Some behavior makes someone become the first person in a certain field; A certain model belongs to the first model.

tracing the "No.1" vertically and excavating the "No.1" The Secret Behind, so as to satisfy the public's curiosity. In fact, corporate information such as good reputation, products, quality, science and technology, development potential, etc. is directly or indirectly conveyed to the public. Around the "first" horizontal momentum, overall planning of marketing, to achieve a win-win promotion and brand building. Successful cases such as "No.1 Liquor Workshop" and "No.1 Hot Pot".

(4) star hype method

According to Maslow's theory of human psychological needs, when buyers no longer regard price and quality as their purchase concerns, they can use the celebrity's popularity to increase the added value of the product, so as to cultivate consumers' feelings for the product and win consumers' pursuit of the product. For example, the "Milu phenomenon" that was heated up during the World Cup.

Star effect is the first choice for people's hype, and famous stars are the focus of people's attention. The so-called effect has both effects and functions, which is a very practical and material word. 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 has appeal. In order to become famous quickly and achieve some commercial purposes, he deliberately "provokes" celebrities, and sacrifices some of his own interests to come to a celebrity to create a cause, attract media hype, and become famous and achieve his goals with celebrities. Just as Lewinsky had an affair with Clinton, the whole world knew about Lewinsky.

(5) Reverse speculation method

The ancients said that "the opposite is true", which leads to the positive by the opposite and highlights the positive by the evil. Reverse hype is to introduce readers from one concept to another, and the development of nature and things has its laws. In order to attract people's curiosity and break the traditional laws, planners do the opposite, breaking through people's inertial thinking mode and running counter to people's fixed laws.

(6) Controversial speculation method

Aiming at the products, quality and behavior of enterprises, it plans events or opinions that are easy to cause controversy, arouses social discussion and attracts public attention. Arctic eiderdown duck and goose down jacket war, VOC dispute of paint, Zhenji soy sauce brewing and preparation dispute, A Moring low impurity notarization, tourmaline negative oxygen putty, etc. Products must be revolutionary, which is the prerequisite for operation. The cost is very low and all are suitable.

(7) Double-reed speculation method

In real life, although black and white are opposites, for people who like to watch the excitement, they are interested in what they like, and the stronger the opposition, the more enthusiastic they are. Differentiated psychological induction allows readers to have a complete understanding of hype unconsciously. The result is noncommittal, and the awareness of hype has been reached.

Secondly, when the news is published and the heat is not enough, it is necessary to arrange the so-called "matchmaker" of pros and cons to call the newspaper office, so as to artificially achieve the high temperature of public opinion, let the media pay attention to this matter and let the public pay attention to it, so as to achieve the purpose of hype.

(8) Insider speculation method

Planning to expose the "inside story" or others to expose the "inside story" for speculation. 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 other people's shortcomings. The essence is a form of comparison. Where are others black, and how can I make the public hate the black hole and recognize themselves? The "inside story" of enterprises involves the interests of consumers and is easy to attract public attention. For example, some enterprises use pig hair water to make soy sauce, and Yu Zhaolin's plastic film underwear is hyped.

(9) Taking advantage of the situation to speculate

The so-called taking advantage of the situation refers to a series of related activities carried out by enterprises in a timely manner to seize the widely concerned social news, hype and the star effect of people, combined with 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, take a ride with the trend, let more people know and pay attention to themselves, so as to improve their (products) visibility. Let consumers pay attention to themselves and know themselves by borrowing something from themselves.

(1) Challenge and hype method

Challenge a famous person, enterprise or product, and set up 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, red sorghum challenges McDonald's, Guoan challenges Li Ning, and Coca-Cola is compared with Coca-Cola. Suitable for the weak in the industry competition and become famous in one fell swoop. Crocodile paint challenges the national standard, the dispute over the national standard of Fuya Beijing, and the Aux's parents' revolution. The cost is extremely low, just find a good selling point and rent a venue.

(11) Digging into the hype method

Recommend your failure (success) to the outside 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 the popular point of view, for example, there is a bubble in the business opportunities of SARS, for example, Liu Xiang's endorsement of tobacco is contrary to the healthy spirit, for example, Yu Zhaolin invited the emperor and Arctic velvet to invite comedians, and moved his father and son clockwise to perform star wars, for example, this year's animal realm is high, helping enterprises to engage in sales promotion, for example, all people are in the face of SARS, for example, business promotion can't be forgotten. This kind of marketing is purely groundless. There are many people looking for her to do Baidu, and suddenly looking back, that person is in the realm of dim lights. What is the cost of borrowing an arrow without taking a straw boat? As low as you can imagine. All kinds of enterprises can be satisfied.

(12) Dispute speculation method

Plan a "dispute" to attract social attention. After a period of time, it went away, but the company was famous in the world and achieved the hype goal. Consumers sued the Chinese Academy of Sciences for taking warm cards from Arctic velvet, the little guy sued Robust, and Life Source sued Fuyunquan. Cost a piece of paper. Both are applicable.

(13) Event speculation method

Plan "anti-counterfeiting events" and "rights protection events" to speculate.

(14) Sponsorship hype method

It is mainly to promote one's own brand through sponsored activities by means of sponsorship and naming. For example, Mengniu sponsors space flight, Yili sponsors Olympic Games, and Rainbow sponsors flying yellow. The cost varies from one million to ten thousand, which is more suitable for large enterprises. Sports activities have attracted more and more people's attention and participation. Sports events are the best advertising carrier for brands, and there are unlimited business opportunities behind sports, which have been recognized and invested by many enterprises.

(15) Crisis speculation method

For example, the Red Sun invited consumers to see yaks in Qinghai, the capital of Shuozhou complained about the poisoned wine case, and farmers in Hebei knelt down to apologize to Little Guy Company.

(16) News speculation method

Enterprises make use of valuable and influential news in the society, and seize the opportunity to link it with their own brands, so as to achieve the communication effect by leveraging their strength. Enterprises can also attract the interest and attention of the media, social groups and consumers by planning, organizing and making newsworthy hype.

(17) Public opinion speculation method

Enterprises promote themselves by cooperating with relevant media and publishing articles introducing and publicizing their products or services. In this regard, many enterprises have realized its role.

(18) Trademark speculation method

For example, David rodenticide bought out Muzimei trademark, condoms registered green tea trademark, Winbond organic peach gun registered Tiananmen trademark, Shenyang Feilong registered corrupt officials trademark, etc. Its cost is only to apply for a bid.

(19) Activity speculation method

refers to a series of publicity activities organized and planned by enterprises to promote their own products, so as to attract the attention of consumers and the media and achieve their own purposes. For example, Pepsi-Cola talks with the target consumers by touring music concerts, and uses music instead of advertisements to spread Pepsi culture and Pepsi marketing ideas.

(2) Concept 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. ;