Hand Tour Marketing communication needs new form breakthrough

According to the observation of the past six months, hand travel marketing methods of innovation, if you use a number of keywords in tandem, it is the star, rebate, pay list, singular idea, Pan entertainment, mobile video ads. So what is a marketing practice for hand travel? In the channel for the king, in order to avoid high investment in low income risk, hand travel marketing The most common practice is: most of the market costs to channel, a small part of the PR, and a part of the maintenance of media relations. With the hand swims the product end swims the promotion way the appearance namely the hand swims the marketing predecessor, afore-mentioned practice has been broken. Specific performance in the following areas:

1. Play the star effect: from the game endorsement to participate in the production

For example, "Goddess of the alliance" commissioned before the launch of Lin Chi-ling, "The Sword Tower Empire" commissioned before the Liu Yan, the two product marketing ideas and end-travel products to promote the same way: in advance to hire the star spokesperson. Then development for, not only spend a lot of money to invite each road star image implantation or game endorsement, more attracted a group of celebrities initiation from the idea of research. The most common is to participate in the development of hand tour. Like Guo, Han directly into the game product development, participate in the work of the plot producer. This ensures that the game flavor and fan users, to some extent than the direct endorsement of in-depth effective.

2. The temptation to spread the rebate: from the event package to the shopping card, phone calls Gift

The end of the factory in the end of the turn of the hand tour products of the upfront cost to the new high, in order to seize the hands of the market, its use of the usual ritual package tricks (recharge to send shopping cards, full charges, etc. rebate activities). This reduces the cost of importing a single new user to a certain extent. Like giants in the promotion of "journey pocket version" during the use of full cash rebate and shopping cards, phone calls "disorderly" send and so on.

3. Change the strategy, the first pay list and then free list

For example, changes in the App Store, it turns out that everyone is first in the free list, and now the first round of the current popular pay list. For example, "Tianlong eight 3D" first online is 6 yuan download and then become 1 yuan download. More and more manufacturers began to take the first pay list and then play the free list of the playing route.

4. Break through the inherent thinking, use event marketing to create the topic

Although it is a gimmick to attract the attention of the public, but the marketing effect is really good. Like the Nangju era "Cool Love Warcraft" Open service server downtime of the staff naked, "King's Day" on the line to live the right of luxury "send" out, "sword Soul Blade" release will be the scene cut hand drop of blood, "My name is Mt" "DAO Tower Legend" and "Journey Pocket version" United Durex launched a customized version of condoms. There are the industry's most outrageous, novel a "gimmick" to be NetEase "World HD" public test sent to the NASA planet naming rights. Game official bought 10 NASA certified stars in the Galaxy composed of "Txhd" shape, let people feel the propaganda war directly hit the outer space. The results of the games mentioned above are obvious to all.

5. Pan-Entertainment IP integrated Marketing communication, play the biggest role of IP

In the palm of the case, it has with 33 film companies to expand copyright cooperation, signed the film and television copyright has reached 82, star Copyright 10, synchronous distribution of 30 film and television games. For the attention of the 2015 Spring Festival file "days will be Lions", "Kui Voldemort: Snow Demon Spirit", palm vertical and horizontal carried out with the film resources integration, unified marketing, unified press conference, unified listing and so on publicity, and sharing game media, entertainment media, mass media and other channels of communication. When other manufacturers are still committed to how to create a sophisticated IP game, the palm has jumped out of the "IP equals products" of the single thinking, in the film, stars, games and other Cross-border integration, the formation of a brand and word-of-mouth diversification to grab the IP value of the pan-entertainment marketing new model.

6. In the hand tour marketing into the traditional advertising, a grasp of "traffic", the second grasp of "brand"

In the future game promotion, the media Chairman and CEO Jiangnan Spring has said that the line under the ratio is 7:3,70% grasping flow, 30% dozen brands. The hand swims the product already became "the Quick elimination product" part, but the traditional advertisement also becomes in order to raise the audience cognition, increases the flow entrance one way. Print ads, newspapers and periodicals advertising the hands of two-dimensional code appears, undoubtedly opened in public places, with "debris" time of the concentration of people flow entrance, but also played a role in the brand publicity. At the same time, the hand swims in the traditional television advertisement dissemination, can establish the brand concept in the consumer in three-dimensional. Such as 360 hand tour brand advertising "at the fingertips Around", the "open up the Three Kingdoms" television tv ads, can play a good role in building brand equity.

Conclusion：

Affected by the industry environment, you can guess 15 hand travel promotion in the channel diversity and strength will be reached the height of the update, channel status will be weakened?