"3.2 Steps": Pizza Hut's topic marketing tips

Topic Marketing is very simple, is to use or create a topic, and then the enterprise's brand, products or services into which, create a certain market communication force, and ultimately promote products, services or brands are more people pay attention to and perception.

Here are two key points:

One is the use of http://www.aliyun.com/zixun/aggregation/38780.html "> Hot topics, this need for companies to regularly focus on news or events, and then find a combination of points, bundled hot spots to attract attention, and grasp the opportunity to skillfully marketing their own;

The second is to enlarge the point of integration into a hot news or events on the derivative of the topic, to strengthen the topic of the public attraction, and to exert guidance, in the topic of the promotion process to highlight the brand or product core demands.

Below, I through a specific case to show the reader how to do the topic marketing, how to grasp these two key points.

Last year's presidential election in the United States, this is a real hot spot, attracting global attention. Pizza Hut naturally will not let go of this hot spot, they want to borrow building ascend, borrow name, the public attention to the presidential election to the attention of Pizza Hut.

They have chosen the "taste election" combination for the presidential election, which is Obama and Mitt Romney, but it is the whole American thing to eat pizza and choose spicy or sausage.

So, Pizza Hut throws a topic on the hot spot, and in the second debate between Obama and Mitt Romney, if a live audience or an audience that can call questions, ask the two "pizza for pepperoni or sausage?", you'll get a free Pizza Hut for life.

Pizza Hut not only issued a statement, but also produced a video clip to facilitate the spread of the topic.

Once this topic was thrown out, it suddenly became a hot topic in many media pages. It has two main points: first, to ask the presidential candidate such a boring topic; second, reward for action, free pizza for life.

Media for the two news points have been carried out loudspeaker propaganda, but, Pizza Hut so-called lifelong free, in fact, only 30 a week to eat a pizza. This is the shrewd place of Pizza Hut, they are also afraid of the loss of Pizza Hut.

In the end, the topic of Pizza Hut has a broad ripple effect. A lot of people are absurd. Mock drills: Two, would you like pepperoni or sausage? There is a public debate about what the President likes.

Many people think Pizza Hut has made a joke and added interest to the election. Pizza Hut has always stressed that it is a happy restaurant, this slightly fun topic marketing is undoubtedly to enhance the joy of the restaurant's positive perception.

Of course, the idea has also attracted countless criticisms, with Americans thinking it was a mockery of America's electoral system.

Eventually Pizza Hut decided to give up. Despite the sound of scolding, the effect of the free advertisement in Pizza Hut has already appeared. Pizza Hut has become a hot word on the web, and many American talk shows have used its marketing as a joke. You know, how much did these talk-show stickers cost, and the Pizza Hut didn't pay to make the audience smile and say, "Pizza choice pepperoni or sausage?"

Pizza Hut has bundled hot news or events in almost 0 cost ways, becoming a hot topic attached to it. This topic is actually just a hypothesis that if someone did it, he would get the chance to eat pizza for life free.

But this assumption is often cop-out. No one must do that.

In this case, Pizza Hut has been expected to encounter criticism and infamy, but this criticism and infamy is not involved in Pizza Hut food and quality of dishes.

If there are too many objections, cancel the event.

In fact, there is a lot of opposition from the American people, so Pizza Hut had to cancel the event, on the one hand, let those who do not kill the cargo to get free to eat pizza, and save a fee, but also reflects the American people's respect.

But what is not to be overlooked is that Pizza Hut has unleashed a virus that, when people watch the two presidential races, is thinking about what kind of pizza to eat at noon, in addition to watching their performances.

As one of my American friends told me, "Although I also object to the sale of Pizza Hut, during that time, he and a lot of friends like to joke with this joke." ”

It can be seen that Pizza Hut's topic marketing as if in a calm water to put a stone, produced countless automatic waves, so that customers themselves have produced a marketing of the self-driving force.

From the above case, we can see that the first thing to win is to select hot spots and find the right combination point.

In the United States, Pizza Hut's main consumer group is between 30 and 49 years of age, they are very concerned about the presidential election, Pizza Hut also want more people to watch the debate when ordering a pizza. So, this combination of points is apparent, who can ask the President the choice of taste, who can free pizza. Once this topic is thrown, it will naturally create an interesting equal sign, watching the debate like pizza.

Second, the combination of the point of amplification as a hot topic, Pizza Hut has a model of the statement, and through video to do promotion. The American people are one and the same, all kinds of jokes, all kinds of criticism. At this point, Pizza Hut has become attached to the presidential candidate hot spot behind the hot, it has been achieved marketing purposes.

Anyway, Pizza Hut easily implanted the pizza-run into the American presidential Debate program. Even though the two of people on TV didn't say anything about pizza, many people thought of pizza at Pizza Hut Happy restaurant when they saw them.

Through this case we can see that the topic of marketing is important three points two steps, hotspots, points and appeal points. In this case, hot topics: presidential debates; points of order: Questions in the election, what flavors to choose from the pizza, and the appeal: happy restaurants to win free pizza for life.

Step one: Find the hot spot, then need to find the point of Union;

Step two: Based on the combination point, throw the topic, exert guidance and momentum, highlight the appeal point.

In this, the hot spot is needs to grasp, the combination point is needs the insight, the demand point is needs to plan. Only the three points to understand, do a good job of relevance, can really do the topic marketing. And topic marketing is the real cost of money to run a large city, Low-cost marketing.

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