Celebrity event Marketing Hospital network Marketing's double-edged sword

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Today in QQ Group, friends in the heated discussion of plastic hospital network promotion of some celebrity event marketing, such as XXX Hospital to find XX reds do activities, and so on, in fact, on the plastic cosmetic industry celebrity event marketing, Beijing and even the whole country, may be walking in front of a few hospitals, after I entered the plastic and beauty industry for 2 years, Pay attention to this industry news more, and develop habits, like to find the source behind the incident.

"Artificial Beauty"-speculation needs to be proactive, do not parody.

The first and most successful celebrity event marketing, when the "China's first artificial beauty-Shiru" incident, Yi xx Plastic Surgery Hospital by virtue of this incident, the success of the top, to create a chain of organizations, the road to the Enterprise group. It can be said that the incident, is the most important opportunity for the success of the plastic organization of XX.

And the follow-up of this event hype, is worth our thinking and aftertaste.

Shiru planning Team in the conflict with the Yi xx, after the disagreement, and once again planned "Shiru south to accept two times" activities, to a plastic hospital in Guangdong, but, the intention of the planning activities were completely distorted, a hospital in Guangdong did not fire up, but Iraq xx once again entered the eyes of the vast audience. Shiru planning team began the "national tour", Beijing, Xian, Jinan, Wuxi ... It is understood that these promotional activities did not give their own hospital how much benefit, and Yi xx but again and again into the eyes of the audience.

Similar events hype, such as History xx hype "artificial beauty-Yang Yuan", as well as the southern plastic (I to the south of Shanghai, such as the United West Plastic Hospital as representative of the unified name) to do a variety of "artificial beauty" event, but at present users have been basically "immune" to such events, has been unable to attract eyeballs, fry these things, You might as well go home scrambled fried rice!

"Fan Bingbing plastic"-hype planning is very important, do not touch the fundamental interests of celebrities.

Another successful celebrity event marketing, from the early stage of planning to the medium-term implementation, and later to the fuelling, can be said to be the best operation, that is "Fan bingbing" plastic events. One day, in the Tianya forum someone burst the material: the name of Fan Bingbing is in Beijing xx Plastic Surgery Hospital operation, at the same time carried out which projects have, this affixed to the vest and the truth of the onlookers quickly warming up, in addition, the major forums in a variety of "Wai audience" under the strong hype, the matter intensified. When reached the peak and hot stage, Tian xx "brave" stood out! In the major network media (Sina, Sohu and other major portals and the popular forum) declared: Fan Bingbing is not the operation I gave, although (note this transition) I gave a lot of stars have surgery, but Fan Bingbing is definitely not what I do! Not only did this not stop, but played a role in fuelling, and finally forced Fan Bingbing had to put low, personally to China-Japan Friendship Hospital Plastic Surgery Department conducted a plastic appraisal straight.

This seems to be the case, but for its follow-up publicity played a considerable role in promoting, since then, Tian xx in a variety of media, television, newspapers, the network began to create a "star plastic experts" image, the operation continues to heat up, field doctor also overnight fame.

In fact, this event is a simple analysis of the process can be understood

1, Tianya forum post: Guide The masses of public opinion.

2, the Portal Station statement: to inspire contradictions.

3, continue to heat up, will be directed directly to the parties, forcing the parties to the front.

4, occasion hype, improve my popularity.

Similar events in the hype, there is a more famous is the Beijing xx Women's Hospital, in the website claimed that Fan Bingbing in its hospital for a certain number of operations, and Fan Bingbing seems to be quite angry, the last time the hype has made her very upset, this time she directly to the hospital court, in the courtroom, this hospital more absolutely, Take out a and fan Bingbing namesake "Fan Bingbing" to, claiming that we promote this "Fan Bingbing" is not "Fan Bingbing" ... Finally looks like the court decided this hospital one-time compensation 100,000 yuan to fan Bingbing.

Analysis of two of fan bingbing cosmetic speculation events, it is not difficult to see, field XX hype is its precursor and preparation planning, rather than blindly carry out, and, and, I think, Tian xx the most brilliant place, is, completely stand on the outsider's angle, completely can not admit, we are forced helpless, Recently because of Fan Bingbing incident, we are also very "distressed" ... Of course, who is distressed, who has the most clear heart!

And Beijing xx Women's Hospital is a little bold, blatant to the celebrity "tort", so, must be countered. The same event, two different ways of hype told us, the bigger the card, the greater the risk, take celebrities to hype, first to protect themselves well!

For some recent hype, for example, Fengjie, Beast, and so on, touring the major plastic surgery hospitals in China, and even the opening of the chicken sister 200,000 appearance fee (this matter to be textual research), the audience has been to these grandstanding marketing behavior lost patience, I saw the beast to XX Plastic Surgery Hospital "performance" process, Domestic well-known mainstream media have reported, but when looking back on the comments, people pay more attention to the "Beast Beast" this person, not xx plastic surgery hospital. This kind of hype can be said to be a little hard work, although in the short term there will be a strong response, but these are not necessarily how good long-term effect.

A few days ago, while chatting with a senior director, we have a common point of view, medical plastic surgery, marketing promotion of the focus, it is inevitable in the Word-of-mouth marketing, do more hard wide, and more TV, there is not necessarily a good soft paper on the good platform on the effect of good. Network users more and more sophisticated, most users have a certain degree of immunity to advertising, there is a medical plastic users, they often want to be able to see real, objective cases, rather than such as "Sister Furong" "Feng sister" and other strange, challenging the traditional aesthetic standards of the network Reds.

Plastic hospital network promotion of celebrity event marketing, in fact, is a double-edged sword, do well, then skyrocketing, successful superior, do not good, may infamy, plummeted. In fact, in the final analysis, in line with the needs of the public is the most appropriate, whether from the user's aesthetic needs, or the user's entertainment needs, we convey to the user is true, good, beautiful, not false, evil, ugly!

Original starting from: The Holy Light (Beijing-Yun Yue) Plastic Surgery Blog Www.zhengxingboke.com reproduced please specify the source! Note: The original refers to a number of hospital names, have been done to deal with, if it relates to other hospital interests, please contact the blogger, will be deleted.