Manufacturing events: The atom bomb of network marketing

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A few years ago, the first wave of the internet swept over, with a broken bubble, then a sadness hung now still in the ear, the second wave of network influence and siege.

A series of numbers makes all the people who are devoted to the Internet and the Internet to be excited again--cnnic the 21st survey shows that the number of Chinese Internet users has increased to 221 million people. China's internet population has grown rapidly, increasing by 73 million in 2007, with an annual growth rate of 53.3% per cent, with an average increase of 200,000 people a day over the past year. The number of Internet users in China is the first in the world. Chinese netizens spend 3.28 hours a day on the internet, while the average television use is only 1.21 hours.

To just grow up of the female field vertical portal-decorate net, also has been exploring the idea of event marketing, want to promote through the event marketing website brand and influence, so we do not hesitate to spend heavily, in Tencent, NetEase, Sohu and other domestic authoritative internet media to put a large number of ads, In order to improve the conversion rate of the Web site, we began to cooperate with other vertical portals in China, such as Tudou, the development of female channels, fully tap the full value of precision marketing.

The huge number of users and such a high degree of user contact has made the Internet completely out of a few years ago by people known as "apart from the four major traditional media," the fifth category of media identity, and leaped into the four major media with the traditional, and even more than the traditional media of the important media.

Choose many, how to start?

The existence of the Internet and its increasingly important to all the marketing people are excited, and the excitement and a little dazed--internet marketing how to do?

There are many aspects of internet marketing, there is EPR (network PR), there are iwom (Internet Word-of-mouth Marketing), there are EAD (Internet advertising) ...

Internet marketing means also have a lot of, can with the portal site to carry on the topic cooperation, may put on the public relations Soft article, may carry on the form rich network advertisement delivery according to the user of the different website, may do the SEM (search engine marketing), may do the IM marketing, may do the forum marketing, Can do wiki marketing, can do streaming media marketing ...

So many ways to people dizzying, but also let people feel that can not--brand network marketing in the end how to do?

In my opinion, no form of marketing can be divorced from its "marketing" nature. "Marketing" is actually a way of communicating, no matter what method you use, you have to target your audience to choose the way to communicate with them-and the most central problem of communication is not what the narrator said, but what the listener heard.

Many Internet marketing tools are simply the most seeking PV, the pursuit of clicks-in the traditional advertising era can not be committed to quantify, and finally in the Internet era became possible. But if you ignore the nature of the brand's desire to communicate and spread, forgetting to communicate with consumers about the brand information you want to pass on to them, this marketing tactic is a failure--unless the brand pursues the same kind of effect as Heng's ad event that challenges consumer endurance--"It's better to be scolded than to be remembered."

To sum up, network Marketing should pursue the highest realm seems to be: in the comprehensive use of Internet media (including the official Internet media and from the media) on the basis of allowing as many target consumer groups to receive the brand want to convey the message.

Event marketing is a way of thinking

"Event Marketing" seems like a good solution. The popularity of the internet has made Internet marketers increasingly aware of the power of "events"--if they can create an event that many people pay attention to, or implant brand information "appropriately" in this event with an event that is already a lot of people's concern, then not only will the high degree of attention be ensured, To ensure the correct transmission of brand information is stone.

One of the more despised but worthy of in-depth study of the case is the former more popular "Lan Dong" incident.

"Lan Dong", a so-called "whenever" rich rich woman, posted on the Internet a video, lambaste "the" and "after", the words are very insulting contempt. "Lan Dong" is doing his best to show his wealth, and with the most provocative and contemptuous words and gestures to help her to express the core ideas-"Lan Dong" fire, in the "after", "the" and even some "whenever" of the abuse of fame.

"Lan Dong" seems to have not done, a video is not enough, and then launched a series of video, must be the netizens to their anger to the extreme, until "unbearable" so far. What is the point of this? A website to promote itself, to increase the flow of clown.

"Lan Dong" all the videos and photos are very eye-catching hit the "woyo.com" this site name (most of which is still watermark, reprinted when also can not be removed), to later launch of the video is clearly hit the "Lan Dong" in the Woyo space address.

A website, in order to popularity, in order to traffic, has been shameless, sad to such a point of no?—— what is it called? Unconventional marketing, celebrity or so-called "event marketing"?—— the author gave it a name: "Infuriating marketing."

Sadness and anger, the whole process of planning and implementation of the event is worth learning and research:

The ingenious 1--"implant" rather than "direct statement": Create a topic character, to the character as the core to arouse the attention of netizens, and then put into the site information, and then enhance the site visibility-but, not positive, but a more can arouse people's attention to the negative characters (is the so-called good things do not go out, bad things spread thousands of miles).

Planning of the brilliant 2--"occasion": coincides with a "three" girl scolded "the whenever" of the video fire, so the planners strike the iron, the introduction of a "whenever lambaste and the", scold more intensified, let the incident again heating up.

Implementation of the brilliant 1: the production of sophisticated-"Lan dong" of all the video production level is relatively high, and everywhere can reflect the planners of the "well-intentioned", each props and details are handled very carefully, and after the implementation laid a foreshadowing.

Brilliant Executive 2: Professional hands--you can see that the "Blue Dong" incident is a well-trained team. From the video release site (potatoes, six rooms and other video sites), to the Forum reprint site, each step is arranged in advance.

Executive 3: Feigned--This is also the author thinks the most brilliant point. The genius of the event planner is that he too knows that there will be questions, and that the plan will fail once the public opinion is biased towards questioning.

So the planners of the event gave the topic "testimony"--First of all, "The good guys", pointing out all the "props" that they had designed in their own words, "one by one". All the world famous brands, each one is worth a fortune (should be the photo door to the planners this inspiration). Again, someone posted that he saw "Lan Dong" at the celebrity auction party-so that everyone would no longer question whether "Lan Dong" is really rich, only to let people abuse "Lan Dong" is a psycho, and thus more angry.

The implementation of the brilliant 4: Team Combat-"LAN Tung" "fans" gradually appeared to support the "Lan Dong", the pros and cons of the continuous production of sound. From the moral point of view of people's conscience, "Lan Dong" should have no supporters, but on the contrary, "Lan dong" fans everywhere, and all the same as "Lan Dong", the Export of "dirty", verbal provocation. So netizens are more out of anger, more hate "Lan Dong", "Lan Dong" also more famous. (This is estimated to be with Super Girl's network hype learned.) )

"Lan Dong" event planners in Sonia seems to be a master-he is familiar with the network dissemination of law, he knows occasion, he learned the JLF, pornographic, Super Girl and so on network popular events of the dissemination of the law-but he overlooked the crucial point: he forgot he was doing marketing. If a brand is notorious also called "Marketing classics", that advertisers and marketers have resigned, has not continued the industry to struggle for the necessary.

Another successful event marketing case: Peking University, Han Dynasty ceremony event.

This is for Wuliangye (Love shares, quotes, information) to do a very successful event marketing. The whole idea of the event was very clear. At that time, the "Han clothing" speculation, the planners with the help of the current hot news and the Beijing University Apparel Culture Exchange Association held a "Han-clothing show wine Ceremony" activities.

"Peking University students", "Han Culture", "Wine Culture", "the effect of ancient province today" and so on the topic of the cut, so that the event itself has a strong communication force. And brand information implantation is the most important props in this event-Wuliangye wine. The whole event planning not only embodies the cultural connotation of Wuliangye wine, but also helps enterprises to spread the concept of the long history of Wuliangye wine.

Events on the blog to start, and quickly be pushed to the blog home page, as well as the home page. After, by the "network pushing hands" to further promote, to carry out the two aspects of the PK, pull into a number of famous Bo participation, and quickly expand the impact of this topic. Then, in a short period of time, the incident expanded rapidly.

Due to the topic of the event itself and the influence in a short time, the event formed a "natural catalysis" to the traditional media, which quickly formed the resonance effect of the media. A large number of print media coverage of the matter, Phoenix TV hot talk show on this topic dedicated to a program "Qiang three", in the "Autumn", Yu Qiuyu also commented on this matter.

Finally, in the spread of the whole event, Wuliangye brand not only formed a high degree of exposure and attention, but also formed a "Chinese liquor culture model" of Word-of-mouth.