"China on the tip of the tongue" behind the marketing of the Coke

Confucius in "Book of Rites," said "diet men and women, people's great desire to save Yan." "People's basic two desires, one is diet, the other is sex." "China on the tip of the tongue," This type of documentary film has greatly stimulated people's appetite. Well versed in the marketing of the electric dealers, in the "Tip of the Tongue 2" before the hit is already ready to pave the way.

Unsurprisingly, with the first episode of the hit, the show appeared in the Tibetan honey, Zhejiang jumping fish, guizhou rice flower fish, Sichuan sausage and so on immediately became a hot item. The author checks these related shop transaction record, from 9 point premiere to 10 o'clock broadcast finished, these shops have already received many orders. Even a flash of rolls of roast duck footage, has led to Quanjude 46 roast duck orders. This is the effect of the marketing of Coke.

What is the marketing of Coke?

A hot-spot event that is easy to become a hot word, especially in the context of the Internet, the heat of nuclear explosive rolling. For example, some time ago the article derailed, the recent father-in-law adults, on the tip of the food and so on, these network hot words is the focus, follow these focus and produce the marketing model we used to call the Coke marketing.

CCTV has made "China on the tip of the tongue", which is the focus of creation. Taobao and other electric dealers put the tip of China into the search and sales concept, which is the marketing of Coke. Whether it is a Coke or a coke, as long as the use of proper, are very advanced marketing techniques, just, create Coke are big, for most people, are not too easy to do, so, most of the coke in the road to fight, who good, alongside quickly, who may become winners, This is especially important for the electric dealers who are winning at speed.

Recalling the "Tip of the Tongue 1" after the popular situation, online retrace to buy related ingredients fans, within a week, the emergence of nearly 6 million people, "Tip 2" in the first two hours after the premiere, there are 2 million cargo through the mobile phone to search for related ingredients in the cat. The desire to buy food is like baking soda in the dough, rapid fermentation expansion, a little more than half a shot, can not buy the favorite food. "Tip 2" after the premiere, smart people began to watch TV on the internet to order, which is "Tip 2" when the broadcast of a unique commercial phenomenon.

Compared to traditional businesses, the advantages of the electric business is to reflect the speed is very fast, the sales model is diverse, and not subject to time and geographical constraints, can be the first time the enthusiasm of the television program to the purchase of goods. So the key to the Coke is "fast".

Electric trader and Coke Lightning War

If the first quarter of the broadcast, for the food to bring unexpected marketing opportunities, then, this season, the major electric platform is clearly prepared.

This year, the cat directly with CCTV to achieve cooperation, synchronization of the first episode of the food ingredients and food recipes, "Tip 2" film crews will also be synchronized on the line of food. On Friday 9 o'clock in the evening, the program was broadcast, cat food "on the Tip of China" page Sync update, with the screen introduced from Linzhi Wild honey, to Sichuan smoked sausage, and then to the Bay of small seafood, and even Shaanxi's noodle and Red oil, a series of products can be found in a page.

Compared to the cat's preemptive opportunity, Cofco "I bought the net" to borrow the "Tip 2" food will soon be out of the machine, net gathers "tip of the Tongue 1" in nearly hundred kinds of food ingredients, and in "Tip 2" broadcast at the same time, to the origin of direct mining, the whole cold chain signs to attract a wave of favorite tip of the tongue food consumers.

Shop number 1th is on the April 18 of the same period on the "tip of China" activity, divided into southwest, east, Central, south, northwest, north China, north-east, Hong Kong, Macao and 7 major regions, gathering snacks, spices, raw poultry aquatic products, staple food, vegetables mushroom, such as the whole category of product, and try to collect "Tip 2" in the food participation activities.

Cargo's purchasing power naturally does not need to doubt, the author in 20th to search these related shop transactions record, found that the sales of related food has obviously increased, of which the most prominent cat. Only April 19 to April 20 These two days, in the cat launched the "tongue" official experience platform, "Tip 2" in the first episode of the related food, the Thunder Mountain fish sauce Monthly sales record of 618, all for the two days of orders; The monthly sales record of wild honey in Linzhi of Tibet is 1583 pieces, of which 2/ 3 is the order of the two world, Sichuan smoked sausage in the monthly sales of 3,539 pieces, but also 1/3 is new orders.

The electric dealer has built a perfect circulation from the television program to the electric Business platform real goods sale, a periphery industry chain which around "the tip of the tongue" also quickly forms.

How to do coke marketing?

People's interest in a particular commodity produces an outward radiation effect, allowing consumers to subconsciously increase their focus on the same type of goods. The vast majority of electric dealers are "China on the tip of the tongue" as a sales gimmick, to attract the attention of consumers, so as to stimulate the sale of related goods. This is good. For example, many dozen dishes on the tip of the tongue, snacks on the tip of the tongue, Chinese food on the tip of the flock.

However, some products that are not related to food also use the tip of the tongue or the tip of the tongue food hot word to earn eyeballs, point in the discovery is content and food not top of the title party. The author in Taobao search "Thunder Mountain fish Sauce", many businesses in order to improve the search volume, with the Thunder Mountain fish sauce unrelated clothes, skin care products and other product titles have added "Thunder Mountain fish sauce" and other words of the tongue heat.

This is out of thin, dragged, refraction is the current electric business, the tricks of the end, such a title, although it does bring a lot of clicks, but the reader found that the site will only be cheated after the distrust, in the final analysis of the industry most entrepreneurial mentality more impetuous formation.

Why is the tip of the tongue successful? Production costs are only 4.5 million, One-twentieth of the BBC's production costs. The production group did not specifically carry out the network marketing, the beginning of the publicity is also Chen Micro-blog A stroke of "tonight nothing to see it." Yet the extraordinary quality of the documentary itself is impressive. In fact, to do coke marketing, need to have news sensitivity, shot "fast very accurate", but, the prerequisite is quality.

The times have been moving forward, the peak of the Internet economy and the consumer's own needs are complementary to each other, the future of electric business marketing or to return to consumers, that is, people, so the starting point of innovation is undoubtedly the product innovation, marketing of the people. For example, a lot of micro-blog products sell well, in addition to quality trust, there are long-term emotional line of accumulation, which for all the electrical business are universal. (New discoveries of science and technology Constantine/Wen)

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