Market testing from talent show strategy

Market testing from talent show strategy

 

Copymiddle: Zhang junlin

Timestamp: August 2007

 

In the last two years, TV talent shows have become a ghost wandering across China, and the ghost is the mango TV station in Hunan. In fact, the popularity of such programs is also justified. For example, talent shows are a dish for TV viewers, A large number of children who dream of becoming famous overnight are like tomatoes, tomatoes, and different types of water spirits that are also planted in the ground; A small batch of dreamers also have a hararaka who wants to watch the hot spots and CCTV is the cooking pot. Of course, the texture of the pot is different. There are steel pots, pressure cookers, sand pots, and hot pots; some dreamers are no longer famous, and the host who must know how to spoof tears from the audience is the shovel; some of them also dream about the semi-red and non-purple scenes, but they want to end such a semi-red and non-purple-state, with a flood of loving judges (for example, the two judges who have put themselves confused) it must be an indispensable seasoning for cooking. Well, the materials are full. "TV set up, economy singing", start cooking: first, put a pot on the shelf and set it to fire, the vegetables in those fields will rush to the pot; the spatula will stir up and place appropriate spices at the right time. In a short time, the dish will be fried.

To tell the truth, we can see that the ambition of Mango TV's leadership is not small, but if you have ambition, you only deserve to be a family member. If you have the talent to cooperate with the ambition, you can become a great family member. It is not without reason that mango TV has been able to soar from an unknown soup to the largest TV media place in Hunan.

Taking the mango TV's talent show strategy as an example, Zhuge Liang's usual talent show strategy is probably very clever. If you know it underground or go to heaven, you have to say "very good. Whether it's a super girl over the years or a fast man this year, despite the constant renovation of the specific competition system, the "one center" behind it will not change, just like the salary of a big guy.

Or: Don't worry about it. Let's say, what is this "center?

Q: one center is to continuously test which player has potential in the future by means of weekly cumulative voting for each contestant and real-time voting on the site, if the market is not popular enough, it can only be used as a black scorpion to be eliminated.

Or: Isn't that nonsense? You can see it without long eyes. You can squeeze out at 1.1 o'clock with constipation?

Answer: And listen to the next decomposition ..... Let's hear it.

In this way, on the one hand, we can accumulate popularity for the Dark Horse players, on the other hand, we can test the acceptance degree of the market and determine who is in the main market (this is the reason why we changed to three voting methods this year: generally speaking, text message voting groups with poor security generally represent urban consumers who have a certain purchasing power. [This is mainly because some white-collar workers who have never recognized themselves as white-collar workers on various occasions, mainly for women of the appropriate age. In addition, I would like to express my condolences to some crazy girls who voted red-eyed, and my boyfriends who led to a sharp rise in mobile phone fees, the old male or the old ladies and gentlemen ]; fixed-line voting groups generally represent township consumers with certain purchasing power; large numbers of QQ votes reflect the fans groups with relatively poor living or consumption ability (mainly teenagers with various types of Constellation blood types distributed across China, dominated by teenage girls) market conditions. Of course, the biggest possibility is that the mango platform replaces the previous single voting mode in three ways to expand the single voting expenditure in disguise, which is also equivalent to expanding the mango platform's own small vault in disguise. Which of the following is a favorite of the Chinese people, in the future, the company won the top 10 outstanding sales young people in China. It is estimated that the mango TV station will surely get rid of the fear of being exposed, so that it will be fearless to do the inside story to help the player to take a ride ). However, accumulating popularity is only the current method, and the ultimate goal is to test the market.

From a tactical perspective, Mango TV adopts a fast-start and slow strategy in the pace arrangement of the talent show (Fast Sea election and Fast Division selection, then 50 to 20, 20 to 13, 13 to 10, 10 to 7 to 6, 6 to 5 to 4, 4 to 3, 3 to 2, champion runner-up), the longer the pull back, the more clear the truth, more and more, it means that the contestants on the market are relatively potential players, and further screening of them also requires more attention and exposure time, it is conducive to long-time popularity of contestants, forming a loyal fans group, paving the way for future market sales.

The gap between the tomato set and the mango set is too obvious. Not only did you not understand the profound meaning of a center, but there was no way to control the pace of the game. Everyone is a fruit platform. How is the gap so big?

All in all, Mango TV's talent show strategy is brilliant. In other words, what can Internet enterprises learn from? This sort of Talent Show strategy undoubtedly points out a staged market testing strategy that can be imitated. When launching our own products or services, we need to conduct phased marketing and market tests. When the website is completed to a certain extent, as long as the existing website architecture can express the basic concepts of the website creators, we can launch the product, observe the market response, collect user feedback in a timely manner, make adjustments based on user feedback, and then promote the product again for market testing, form a virtuous cycle mechanism. The difficulty here is how to accept user feedback. The talent show is very intuitive. You can determine the number of votes and their composition. How can Internet enterprises achieve this? This is a problem.