"China 2 on the tip of the tongue" goes beyond the ratings of all the programs of the same period

"China 2 on the tip of the Tongue" aired on CCTV on April 18. Has created a previous "tip on the tongue of China 1" has not reached the height, that is, beyond the same period of all the program ratings, to 2.57% of the ratings to get the first, and even beyond the current few of the hottest TV series and variety shows. A documentary can get so much attention, which is absolutely a carnival and a feast for China's documentary industry and catering industry. In such a good and popular documentary film broadcast, a lot of smart businesses and catering enterprises are planning a variety of marketing activities, hoping to use the "tip of the Chinese 2," the hit, so that their brand to catch the high-speed train, but also scenery.

However, for most companies that want to occasion popular program marketing, a hot program from the broadcast to the end of the general only two or three weeks to three months, the follow-up lasting effect of up to two months, the enterprise must be in a very short time, rapid response, and rapid implementation, can be in the fastest time occasion, thereby seizing the opportunity, Win more attention, therefore, how to play after two months seems particularly important.

Accidental popularity, collective aphasia

"China 1 on the tip of the tongue," after the broadcast, the biggest beneficiary is the electric business enterprise, but this is only a food and beverage industry of a unconsciousness and no method of Carnival, after the carnival, only left a feather, and did not leave any assets.

As the director of "China 1 on the tip of the tongue", Ningchang has been engaged in documentary film director work, previously also in the CCTV "People" program group as director. Later, after leaving CCTV, became a director of the free producer team, and "China 1 on the tip of the tongue" is the CCTV investment, by the independent team of free filmmakers to complete the film.

More than 20 years as a documentary filmmaker, more often than not, never thought of the big time, and never received much attention, however, "the tip of China 1" but almost changed the history of Chinese documentaries, Ningchang on many occasions more than once said: The film before the film itself did not expect this fire.

The success of "China 1 on the tip of the tongue" is not only reflected in the number of ratings, more importantly, caused by the whole people for food exploration and attention, an enthusiastic netizen even specifically "on the tongue of China 1" filmed all the food made a map of Chinese food, which contains more than 300 kinds of food throughout the country.

Is such an unexpected hot, "on the tip of the Chinese 1" with the fire of a lot of local food, a lot of ingredients also because of the "tip of the Chinese 1," the attention of Taobao on the big sell. For such a hot program, should definitely be catering business occasion marketing opportunities. However, the catering enterprises in the marketing of collective aphasia, the biggest gain is Taobao.

"On the tip of the Chinese 1" just a week on the premiere, Taobao appeared on the "tip of the Tongue Food" channel, a week's search volume of up to 20 million people, turnover reached 7 million. On Taobao can find the tip of the tongue food there are more than 300 kinds, at that time, the volume of Tofu's search increased 50 times times, Connaught Deng Ham turnover increased 17 times times, five Fang Zhai Zongzi sales also doubled.

Sheng, PR general manager Shangjuan told the "China Business newspaper" reporter, in fact, "on the tip of the Chinese 1," after the broadcast, the biggest beneficiary of the electricity business enterprises, mainly Taobao. In addition, the food products mentioned in the program in the short term sales have also been a burst of growth. "But this is just a lack of awareness and a method of the catering industry carnival, after the carnival, there is only one chicken feather, and did not leave any assets." ”

Four parts of tongue marketing

"China 2 on the tip of the tongue" wants independent vision and commercialization. This seems to mean that Chinese catering companies are blocking the way from the "tip of China 2" nuggets.

China's catering enterprises are generally small scale, the annual turnover of more than 2 billion yuan on the basic can be ranked the top 10 of the industry. The concentration of the industry is relatively low, most enterprises lack of marketing awareness, also do not understand marketing. Therefore, in the "Tip of the Chinese 1," after the broadcast, those who have been mentioned by the program catering enterprises or food, can do the standard action is in the restaurant conspicuous place, hanging a big sign: "On the tip of China" once said we, nothing more. In Shangjuan's view, there is such a marketing awareness of the catering enterprises are already the leader.

"China 1 on the tip of the tongue," after the success, it is said that the director of the Chen of the phone is almost blown up, all kinds of seeking cooperation, hope "on the tip of the Chinese 2" can be taken to a catering business, and Chen one rebuffed. "China 2 on the tip of the tongue" wants independent vision and commercialization. This seems to mean that Chinese catering companies are blocking the way from the "tip of China 2" nuggets.

Fact。 In the "Tip of the Chinese 1" has been mentioned in northern Shaanxi food Yellow steamed, due to the West naked face village in time to explore, find one of the resonance, and finally achieved a occasion marketing success stories. Through this case, Shangjuan feel, enterprises want to use "on the tip of the tongue of China" such a hit program to gain marketing power, it needs to do in four links to do in place, can be four or two.

First of all, to be able to quickly find the program hit content and their own brand fit things, do a quick response, fast implementation. After all, a documentary film broadcast time is also about two weeks, the effect of attention only a month or two, in such a short period of time to get the effect, it must be quick response and rapid implementation, by the momentum of rapid superior.

Second, to be able to find an intrinsic connection between the brand and the people and Food in the food program, learn to borrow. For example, the West Pui naked Noodles Village Main is northwest food, and Yellow steamed is the Northwest pasta, the two can produce correlation.

The third link is to create a wonderful story and drama conflict. It is difficult for any brand to attract attention in a short period of time, without wonderful stories, controversies and conflicts.

The last link is to use all kinds of resources to promote and disseminate. When everything is well designed, if there is no marketing input, no advertising and PR communication, then good ideas and ideas are difficult to attract attention. This time is often to concentrate resources and firepower, to promote this event to produce chemical effects, and eventually detonate the eyeball.