Eight attention is eight ideas, is the actual operation can refer to the technique, but also with the color of Kam bag.
First, celebrity raiders can be the song industry, film and television, sports and cultural circles, these look at the needs of enterprises, resources and time. Requirements are firm requirements, generally can not easily change, the resources are mainly to see the planning of the time to find which celebrities, the opportunity to look at the situation at the time of the environment, three in one, screening the Final Solution. In fact, celebrities are the objective existence of the need of social development and the intersection of the masses ' subjective desires. According to Maslow's analysis of the psychological needs of the theory: when the buyer no longer the price, quality as the purchase concerns, the use of celebrity visibility to increase the value-added products, can be used to cultivate consumers of the product's feelings, Lenovo, to win the consumer's pursuit of products. If Zhang Ziyi became the latest brand spokesperson for Coca-Cola, in order to enlarge the effect, Coca-Cola chose an art club in the suburbs of Beijing to hold a new press conference, the scene of the press conference was arranged into a film scene, inviting more than 60 Chinese and Hong Kong and Macao Media to attend the press conference. With the advertising film simulation shooting as the opening, causing a lot of interest in the field reporters. Second, the sports strategy is mainly through sponsorship, naming and other means, through the sponsorship of sports activities to promote their own brands. Sports activities have been more and more people's attention and participation, sports events is the best brand news carrier, sports behind the unlimited business opportunities, has been recognized by many enterprises and investment in the meantime. such as the World Cup during the uproar of the "Miro phenomenon." International companies such as Coca-Cola and Samsung are using sports for in-depth news dissemination. As small and medium-sized enterprises can also do some regional sports activities, or international events regional activities, such as the Olympic Games, such as XX long-distance running methods are common. Third, the real strategy is through a number of sudden, specific occurrences of the event to carry out a number of specific activities in the activities to achieve the purpose of the enterprise. The fact often needs to be forward-looking, can anticipate early action, in order to seize the opportunity, for the unexpected event, better with speed response. The facts are basically divided into political events, natural events and social events. Political events March 21, 2003 (the second day of the U.S.-Iraq war) before, for most consumers, to see or hear the "unification" of this brand, many people always associate with the unified instant noodles from Taiwan. And after March 21, the situation has changed a lot. Because on that day, the unified lubricant advertisement cleverly borrows the war topic, with "some more lubrication, less friction" the creativity, very aptly caters to the Chinese audience to the peace anticipation, has left the deep impression to the people. March 21 10:00, less than 24 hours after the outbreak of the Iraq War, "more lubrication, less friction" of the advertising version of the first meeting with the national audience, in the war report began to have a unified lubricant to call for peace voice. Accompanying the advertisement, its content also formed the news, caused the media the paving sex report. According to statistics, the United Lubricants in March 2003 shipments increased by 100% in the same period last year, and the monthly sales historyHas broken through the billion mark. Natural events in the early 2003 SARS, Willus set up a special emergency team, "to prevent the disease from the hand into, please use Willus wash hand liquid" series of advertisements and Guangzhou major media outbreaks reported in sync out of the street. And in the continuous increase of their own exposure rate, the first in the broad depth of the first large-scale unpaid donated 60,000 bottles of hand sanitizer, has laid its dominant position in disinfection market, more public heart left a good image. Of course, many enterprises in the prevention of SARS in the brain, successful people have Willus. In the middle of the outbreak of SARS outbreak, Baiyun Mountain against its way--on the one hand, through the free delivery of radix Isatidis to enhance their brand reputation, on the one hand, vigorously promote the "Radix isatidis fingerprint" research results, in a good news marketing events, intangible in the product reputation and sales to a higher level Social events in China, "the first astronaut" Yang Liwei returned to Earth, printed with the "Chinese Astronaut Special Milk" logo Mengniu milk immediately appeared in the country's major stores, with the wearing of the model of aerospace suits and other eye-catching space propaganda signs, "astronaut dedicated milk" has aroused the attention of many consumers. For a while, Mengniu made use of China's manned spacecraft to return to the gratifying event of the news marketing. On the eve of the "Shenzhou fifth" launch, the farmer Spring capital of 10 million yuan to support China's aerospace engineering, as a return to the China Aerospace Foundation to give farmers Spring "China's manned space project sponsors" and "Chinese astronaut dedicated drinking water" two honorary titles, and allow enterprises to start business activities, so, Farmers spring no trouble on the rich and colorful news marketing. Four, the activity is refers to the enterprise to promote own product and organizes a series of propaganda activities, attracts the consumer and the media's eyeball achieves the dissemination own goal. For example, products from the company's new release, to do seminars and business associations, but also from the social perspective of public activities, charitable activities, but also from the corporate strategic point of view and cooperation signed, leading figures visit, stock listing, industry alliances and so on. These can make the public and the media to pay attention to enterprises and brands. In fact, some news can be created, through the production of some news, especially with the growing enterprise, its media attention also increased. In the event, invite the reporter to participate in the scene, finally can always send some news report. A. Press releases to the media on the latest products, technology, events, activities and other aspects of the news, through a variety of news media coverage, communicated to the target group. B. Participation in industry exhibitions consider participating in various forms (e.g., digital, consumer electronic products). C. Holding seminars to organize various seminars in cooperation with relevant government departments, trade associations and relevant organizations, so as to reach the intention of cooperation, influence decision-making and choice, and give play to the good effect which the general propaganda can not achieve through the special status of these departments and institutions. D. Distributor meeting with dealers all over the country to organize regular dealer meetings. E. Product promotions can and large-Type shopping malls, Internet cafes and other units, using the characteristics of large holiday traffic, using a variety of promotional means and methods. F. Leaders ' visits invite government leaders to inspect and invite groups to visit, and such activities have a wide impact. The entertainment introduction uses the entertainment program to drive the news event, uses the entertainment news to promote the product sale. All characters in the movie "mobile" use Motorola's mobile phone, and go down the screen of Motorola is its new mobile phone A760 and "mobile" advertising closely linked; BMW is not lonely, not only let the movie hero to where all open that publicity BMW, but also under the screen and "mobile" Different forms of cooperation have been initiated. Gome also spent huge sums of money to sponsor the film "mobile Phone" nationwide tour of the show, invited "cell phone" director Feng Xiaogang and the main actors GE, Guoli, fan, Fan Bingbing, and so on in person to the Gome Electric Mall to carry out celebrities and consumers "intimate contact" promotional activities, through the "mobile We can see a combination of news marketing, in the film to embed the relevant products, to achieve a perfect combination and integration, and with the film publicity, activities to promote. VI, the concept of the enterprise for their own products to create a "new concept", "new trend." In the news marketing, the theory market and product market can be started at the same time, the first promotion of a concept, with the concept of the news value. As a mobile PC is named, its target customers have a higher demand for the mobility of computers, but the space they need to use their computers is limited to offices and homes, and they are more sensitive to the price of their products. After detailed market research enterprises found that the notebook computer represents the light, fashion, taste and even identity, desktop represents high-performance, high configuration, low prices, universal application. Between the two, the past is the "Desktop CPU" notebook computer survival space, there is a market but bad reputation, enterprises sell "still hold pipa half cover", users use "is ruthless but sentient", has not a clear statement. So a single category-"mobile PC" turned out to be the media interest. Seven, price strategy product price relationship between the livelihood of the nation and the direct interests of consumers, so the price issue is an eternal news media topic. Therefore, the price war has always been the focus of consumers and news media, as long as the operation is proper, it will certainly arouse the attention of the news media. For example, Grans, Jinshan are through the overall price reduction, attracted a large number of public and professional media to report. On the surface these enterprises profit some loss, however, due to the media hype, so that these original obscure enterprises become well-known enterprises, the sharp increase in sales has naturally led to a corresponding increase in profits. Eight, the challenge strategy has two ways, one is to challenge with the competitor, prove their strength, the second is a virtual goal, to carry out similar challenges to the ego, and eventually form a news event. such as the University of Ming-tai antivirus software has been done in two ways, one is with rising test ratio, under the Challenge Book Competition antivirus ability, anotherOne is a virtual goal, to do Guinness World Encyclopedia. Because of the sensational nature of the event itself, the media is bound to cause intensive reporting. News marketing, Success Standard primary realm, change bright spot as focus any news marketing has its obvious commercial purpose. On the basis of the purpose, divergent to create some ideas, this with a very strong utilitarian ideas, often just a bright spot, the spark of thought, so you have to turn it into a news focus. Through the marketing process to promote the formation of periodic news events, focus on the target audience's eyeballs, this is the most important. Intermediate level, change focus for selling points what is the selling point? Of course, is the reason for the sale of products. The purpose of the news marketing with sales tasks, so the best in the news to embed the product, imperceptible paste in the news, embellish fine quiet touch consumers. In fact, whether directly from product characteristics or the indirect promotion of events, as long as the sale is the ultimate goal. However, in the news marketing products to buy points and the combination of news to buy more subtle and clever, and the general advertising compared more subtle and in-depth. Of course, in the event can be fully integrated advertising and news marketing, mutual promotion. As mentioned in the "Facts Raiders" listed in the case is like this. Advanced level, sell point memory point the role of news marketing if only for a sensation, then the naked Ben will be more realistic. Because the news marketing needs to affect the long-term, for the enterprise unceasingly crosses the stair to carry on the long-term foreshadowing. So how to change the hot spot of the event into the memory point of consumption is very important. In practice, through certain news (regardless of the marketing tactics adopted), let the media and the public to produce a good impression of enterprises and products, so as to improve the visibility of enterprises or products, reputation, establish a good brand image, and to achieve sales at the same time, but also to achieve long-term or a long period of business and products have good recognition, is the highest position.
