Learn the viral marketing of Zhenping County from "The True South China Tiger"

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Wu Song alive also want to be angry to die, that year Wu "Sanko" dozen dead tiger, also just be carried by the local hunters in their village walked two laps, popularity is only in "this House". And the Zhou of a few "South China Tiger" photos, but let it in a few days, "the name of the country", a time to listen to the ears, eyes, all do not leave the tiger. Along with the "South China Tiger" Beautiful photo is, the National people know the Shaanxi Zhenping County and Zhenping County advertising language "travel natural state heart, listen to South China tigers, meat Zhenping bacon."

Although Li Mingli himself in the world, but no one read to follow the "Tiger is really false", Tiger is very important, but the light of a picture how to determine the authenticity? Only the National Forestry Bureau's search Tigers can be finalized. As a professional marketing person, from the "Tiger" in the wind and the wind is the smell of viral marketing, if this kind of power for the brand, the power can not be small peep.

The three elements of viral marketing:

Pathogen (SARS)--a controversial matter or good communication concept

Easy to touch group (old man, child etc frail)--Find the first group of people who care about it

Means of transmission (air)--Community, forum, chat, media coverage, etc.

and see how Zhenping County is using this low-cost, High-yield mode of transmission:

Pathogen: A plausible, true and false, may be controversial South China tiger photo,

The South China tiger is the only endangered species in China, which is no less precious than the giant panda. But decades of searching for Tigers have left people with little hope of whether they still exist. On October 3, 2007, 71 South China Tigers shone in the hands of Zhou, let the guy in the food chain at the top of the people in front of the show its long absence of elegant posture. The whole world of the tiger is exciting.

In brand marketing, the concept of the brand and the selling point of the product are essential, the design of a consumer care, to meet consumer demand, and feel the close relationship with their own point, is the first step of viral marketing, the dissemination of content in the design and dissemination of the design will be tightly around the concept of brand put forward offensive.

Of course, in the design, the search for "pathogens", not just a simple concept, but to fully study the concerns of consumers, the topic and brand ideas and product positioning docking. such as at the end of 2006, "Toothpaste War", "Tianqi" the use of toothpaste, "high and low fluoride" controversy, successfully promoted to the first brand of Chinese domestic toothpaste.

Susceptible crowd: Scientists who have been looking for the South China Tigers, but have no results, a group of curious media reporters, a large number of patriotic or enjoy watching lively netizens.

A single pathogen can only die in a petri dish if there is no susceptible population. If the tiger is just handed to the research unit from the Zhou, then the tiger's authenticity may be more of a concern for researchers, at best, in the headlines or important news of some day. With this "three heads bet a tiger" of the Century gamble, let the tiger shone into the wings of flying, brought to more people. Everyone wants to know the tiger and people who is the hard head, everyone wants to be the "tiger" hero, only more than 8 million of the amount of information on the Internet, enough to see a few tiger photos caused by the virus effect.

In the process of marketing communication, "to talk to people" is the basis, now the consumer demand is personalized obvious, everyone cares about the topic are different, "one-year ditch, three years a big generation gap", in the face of such a breakdown of the crowd, how to do a good job of communication control, so that the impact of a layer of people, until the industry or the public concern? In the choice of the crowd, first of all to find the most influential group of people, they have the right to speak, they represent certain aspects of authority, as long as they take the lead in infection, "virus" has the basis of proliferation.

Transmission channel: press conference appeared in the national media, experts questioned through the network spread, tough on the pinch caused by CCTV and other national media attention, it is natural to occupy the eyes of the people of the country.

The transmission of the virus needs a suitable environment, then the network provides a breeding ground for the tiger photo. Here, some people defend science, some people like entertainment, some body with PS stunt, some people can study the South China Tigers ... Low-cost transmission costs, high coverage of the scope of the unlimited freedom of speech, everyone here can find their like-minded comrades, for its cheer. With the spread of the tiger photo more and more widely, Zhou also from a remote area of Shaanxi province to become China's most famous farmers, Zhenping County that sentence "natural heart, smell South Tigers, meat Zhenping bacon" Advertising language has become a Zhenping "travel business card."

Therefore, in seemingly no chapter to follow the "true South China Tiger" behind, a viral marketing operation surfaced. Whether the tiger is true or false, the search Tigers have stationed in Zhenping, the National wild South China Tiger Nature Reserve Declaration is carried out, the quiet years of Zhenping economy is also experiencing the ice-breaking trip, this is the whole "tiger door" event manufacturers are the real intention.

In this case, from the beginning of the press conference, to be raised the question of true and false tigers, and then to "three heads" of the gambling, the middle of the debate is also variable, but the situation has always been towards the direction of benign development in progress. Until the emergence of the spring festival, so that the Tiger faction have to turn, the parties to the extreme disadvantage of the position, so that the development of the situation is not acceptable, what the next step is not the event manufacturers can control.

This is the viral marketing process of the most afraid to appear but will often appear in the situation. Because this kind of marketing involves a wide range, long duration, arbitrary large, requires the operator to have sufficient advance preparation, long-term event prediction ability and strong crisis public relations ability, so that it is always within the control.

I think that in the spread of speed and impact surface is very important, directly affect the spread of the effect, but control the transmission of the node is more important, as on the highway in high-speed cars, not only to step on the accelerator, but also more important to know how to use the brakes, so that the situation has rhythm, It is a good communication process to have steps to advance according to the intention of the planner. In the "True South China Tiger" case, we look at the most is to step on the accelerator, and then brake failure, to the parties is an extremely dangerous thing.

In the process of dissemination, the parties must highlight the dissemination of content, not the last to be busy, but ignored the spread of the subject.

Regrets in this communication campaign:

1, Zhenping County to the effect of the event is not fully estimated.

2, Zhenping County in the dissemination of the full use of the "tiger" to bring the attention of the door, the rapid establishment of Zhenping County brand image, of course, Zhenping at the same time launched its own flagship products, "natural, bacon" and so on, but the spread is too shallow, not in the dissemination of prominent features of its products, tell the followers "why".

3, communication always stay in the mouth of war, no implementation of specific experience activities, such as the high level of concern, should be invited to some influential netizens, to the site inspection, whether or not found in South China Tigers, so that they feel the characteristics and advantages of Zhenping, through their dissemination, on the one hand can slightly lead to open the "South China Tiger" controversy; Other advantages of Zhenping can be spread on the other hand.

4, Zhenping County before the transmission, the positioning of their own some not specific, lost a golden opportunity to spread the Zhenping brand.

In short, the viral marketing "is the" Brand 3.0 marketing "The main means of communication, advertising marketing, Low-cost marketing effective use, in the information source changes, the Earth this" village "becomes more and more small, you any a different move, may become a social hotspot. If the enterprise use properly, can let small brand overnight fame, of course, it also has the power to quickly destroy the brand. This article is supplied by www.yimutian.com.