Gao Shenning: Interactive Marketing, how Enterprises "occasion" superior

Expo Marketing has become a new brand promotion opportunity after the Olympic Games marketing. So, how does the enterprise capture such hot spot event to carry on the precise interaction, occasion superior?

March 2010, hosted by Tencent, BMW (China) exclusive cooperation online large-scale interactive activities "BMW-Tencent Expo network volunteer relay" attracted tens of millions of of users to participate. 20,100 Expo volunteers at the same time received from the QQ client sent the "invitation hint", from the 20,100 relay route officially activated to now, has more than 60 million of users to join. Of course, compared to the 2008 Coca-Cola Torch online delivery activities, BMW Expo Network volunteer activities slightly inferior. However, with the rapid growth of China's economy, more and more world-class large-scale activities held in China, and accompanied by the rapid growth of China's huge number of netizens, these activities in the social impact has become a hot event, then how to use such hot events to carry out the marketing activities of enterprises, has become the current exploration of the new marketing issues.

Occasion Marketing Four Points

With the development of network interactive technology, enterprises are using the Internet and netizens to carry out various forms of interaction, especially in the great social events with the ingenious combination, usually, this marketing method called "occasion Marketing", that is, in a specific time range, combined with current hot social events, around a specific theme, Comprehensive use of a variety of network interaction technology, and Internet users to carry out in-depth interactive brand activities. The implementation of an effective occasion marketing, can lead to public hot discussion, become an enduring success story. To achieve this effect, it is necessary to be in the theme, form, platform and spread and all aspects of one or more links have a breakthrough innovation, sensitive to grasp the nerves of netizens.

First, to identify a theme that touches the heartstrings of netizens.

A good theme that touches the soul of a person, usually in a particular situation, is directed towards a particular group of people, expressing an emotion, emotion, and belief. Therefore, in the theme design, we need to pay more attention to the netizen, to achieve the information that the enterprise wants to pass and the balance point between the topic that the Netizen is interested in.

From the demand level, it includes three levels of personal, family and society. Personal level must be true, based on real integrity, to ensure the smooth progress of the project. And the individual level of demand is also diverse, such as: the most basic survival and security needs, but also a high level of interest and personal pursuit, both the noble sentiment under the sun, and the need to let people see the privacy needs, can be summed up as interest, spoof, show, curiosity and so on. Similarly, the family is the most important to everyone, based on family relations and the formation of various emotions (maternal love, family, husband and wife ...). is the most able to touch the inner theme of netizens, such as mother and child, couples, couples, siblings, in the topic of consideration, often these topics are most likely to resonate. At the social level, it forms a complex and changeable environment, some hot events, such as the Olympic Games, Expo, and other topics spread, all seize the era, grasp the subtle feelings between people, usually make some such as humanitarian, social needs, patriotic and so on to play to the extreme, this kind of event marketing is the most successful.

"May 12 is coming, and we are doing something to commemorate the dead, to encourage the living ... ① please on May 9 in their own vegetable planting chrysanthemum, 68-hour maturity, just can be opened on May 12. ② May 12 This day, please do not steal chrysanthemum in anyone's vegetable field. ③ Please share this post to go down ... April 28, 2009, happy Net on a friend named Sunna "May 9, please plant in the vegetable garden chrysanthemum (chrysanthemum action)" reprint activities, called everyone in the Happy Park planting yellow chrysanthemum, in order to miss the 5.12 Wenchuan earthquake killed compatriots. Less than a week, the post accumulated 408,811 times, the total browse 1,344,565 times. In this incident, the brand value of happy Net has been greatly improved, from the dissemination of the effect, not only the volume reached 130余万次, traditional print media such as The Beijing Times, Wen Po, Nanfang Daily, Yangzi Evening News and Beijing Evening News, such as heavyweight urban media are given positive reports and evaluation. In this event, the initiator in conjunction with the 5.12 Wenchuan earthquake anniversary of the opportunity to launch the event in the Happy Net vegetable plug-in, greatly stimulated the hearts of many netizens, patriotism and humanitarian enthusiasm has been greatly played. And the legacy of Word-of-mouth transfer effect still affects tens of thousands of netizens. Similar activities such as the Coca-Cola Torch relay, MSN Hearts, the Earth Hour action, and so on, are combined with the background of the big events.

Second, look for an interactive form with a strong magnetic field.

Common forms of interaction include collection of works, signature collection, relay and test voting type, these four types of forms are more commonly used, in the process of occasion spread, will be slightly thin. However, with the development of interactive technology and creative industry, more and more interactive forms have been widely recognized, such as jigsaw puzzles, car stickers collection, paint, creative mixing and so on. In the design of interactive form, it is necessary to consider the influence of "three-force polymerization", which means the centripetal force, centrifugal force and convergent forces are mutually restricted and aggregated in the interactive form.

The centripetal force is refers to the netizen pulls to the network activity factor, it is composed of the interest and the stimulation effect two parts. Interactive forms of design must be fun, either from the novelty of the content itself, or from the innovation of network technology, the grasp of fun, to keep up with the network trends, grasp the current hottest topic and interactive technology; Any form of interactive activities, must not lack of incentive mechanism, so as to attract the participation of netizens, incentive means relatively wide, Can be provided in kind prizes, or can be virtual prizes. Centrifugal force is to drive the netizen away from the network activity factor, it by joins the threshold and participates in the risk Constitution, in the occasion dissemination stratification plane, the interactive form design must minimize the participation threshold, so that more netizen participates in therein, on the one hand must consider the registration information the complexity degree, On the other hand, it is necessary to consider the requirements of the interactive design itself on the professional competence, and to reduce the risk level, it needs to consider from four aspects of economy, time, society and psychology, such as whether the financial cost of the activity will involve the generation of additional costs, whether the participation time is too long, Whether it satisfies the participants ' pleasure. The convergence force is mainly manifested in the group effect and the adhesion effect, if in the consideration of group effect, how to communicate with people in the form of word-of-mouth communication activities related to the information, attract more netizens to pay attention to activities, or when found around the netizens all involved in an activity, under the pressure of the group, As well as the fear of being isolated by groups and other psychological will encourage netizens "herd", all need to consider comprehensively. and the adhesive effect needs to be considered in the interactive phase, once the user into the activity, there will be some factors prompting users to continue to devote more time and energy, because netizens believe that at this time the loss of this activity is unacceptable. If we give the participant experience value accumulation, the net friend once withdraws the activity, the previous effort is naught, in this case, the participant will continue to participate in the activity.

Therefore, in the process of designing activities, we need to enhance the centripetal force and convergence of the active design, and reduce the centrifugal force of the activities to ensure the smooth operation. Coca-Cola Torch relay, is a very worthy of reference to the interactive form of vitality, and this vitality is manifested in the centripetal force and convergence of the maximum strength and the maximum reduction of centrifugal force, thus ensuring its success. Similarly, the BMW Expo Volunteers relay activities, took a similar form, many stars to join in, to participate in the threshold of the great reduction, while taking into account the various aspects of the incentive, to this activity constantly bring new vitality.

Third, to find a direct hit the target audience of the communication platform.

From elite culture to today's grassroots culture, the network media from the editor to recommend the content to create content to users themselves, network communication platform has undergone great changes in the marketing campaign design process, the need for a comprehensive consideration of different communication platforms, one-way advertising effect makes a large number of dissemination of funds wasted, And the new type of interactive communication, Word-of-mouth marketing has been the pursuit of many enterprises, and marketers are often faced with the problem is not in the vast Internet platform to find accurate communication platform. With the rise of SNS and Weibo, user access to information has undergone a fundamental change in the way, and micro-network marketing more accurate, therefore, in the use of large events to disseminate the process, in the dissemination of the theme, interactive form of the situation, on the portal, vertical Web sites, forums, blogs, SNS, Micro-bo, such as a variety of access to the detailed comparison to achieve the maximum effect spread.

Beime has launched a "mother 520" mother's Day public interest theme activities, the form of relatively simple, Mother's Day, to their mother said "Mom, I love you!" "On the platform selection, the U.S. official website to establish minisite platform, at the same time through the portal of the most popular Tencent female channel, Sina parent-child channel, as well as the vertical type of Web site baby tree activities, the launch of two days there are nearly 100,000 participants, as the milk powder manufacturers accurately conveyed the" life Is born of Love, The world because of love and beauty "brand concept.

Four, three-dimensional transmission, clever use of the transmission lever, radiation to all media communication medium.

The value of marketing communication combined with big events has been valued by more and more enterprises, and the attention of netizens is being dispersed by various kinds of interactive forms, so how to attract more netizens to pay attention to their interactive activities to achieve the best spread effect? All the interactive communication is based on a certain network platform, its first audience is the network platform visitors, how can we design the event influence beyond the interactive platform and even wider space?

With the existing cases, we can find some rules. For example, in the activities of the design of mining star marketing, combined with a number of channels, three-dimensional packaging, the current hot TV program "Non-interference" is the reason for concern, there are many planners of participants in the purposeful packaging, such as Mai Ma, ma nuo and Fengjiao, the topic of the packaging has a purposeful dissemination of the promotion, Can spread the target crowd beyond its own communication platform. At the end of 2007, Taobao launched a mammoth "Amoy card" creative competition, Taobao users based on the theme of their own creation of various forms of text, pictures, videos and other works uploaded to the forum, and then after the competition, and finally get rich prizes. Taobao, with its powerful user base, attracts tens of thousands of entries. In this event, a netizen called "Taobao first beauty" Taobao sellers "boiled fish Queen" stand out. And boiled fish Queen is to become a network or even print media competing coverage of the object. Originally, the contestants in the beginning to bury the competition, and its entries, topic dissemination of the careful design, and ultimately not only to promote the purpose of the tournament, while Taobao sellers positive healthy personality is also widely known, Taobao through this activity is stone.

For international events such as World Expo, World Cup, Asian Games and so on, how to skillfully use their own product advantages, combined with people's livelihood, emotional category, such as the most likely to arouse the Internet users resonate with the topic of effective interactive marketing, it is worth in-depth development of the topic. The key point of neglect is that the effective communication of public events is based on the effective control of communication channels and the ability of topic dredging, all the release is only the beginning, this is the charm of interactive marketing. (2010 7th issue of Sales and marketing, communication and contact msn:gaosn@msn.cn)