On the marketing of network activities from the New Testament reality show

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

On the marketing of Internet marketing activities, we first look at the written definition of activity marketing. "Activity marketing", that is, through careful planning with a distinct theme, having a strong journalistic value-a single, or series, marketing campaign to achieve more effective branding and sales promotion; It is not only a collection of advertising, promotion, public relations, promotion and other marketing tools, is also based on brand marketing, relationship marketing, data marketing on the basis of a new marketing model. "Activity marketing", its function is a high intensity, high density comprehensive integrated marketing behavior, the activity news reports, the attempt comprehensive news description, the direct plane advertisement, the multimedia advertisement coordination, as well as the specific "public" scene participation and so on.

Since the "Super girls" red over the north and south, the activities of marketing from marketing to the fore, more and more companies, especially in brand building, new product promotion to use. "Super girls" after the "Happy Boys", to the 07 in the Guangdong area of the popular activities, that is, Guangdong Television and the Guangzhou United States and the plastic Surgery hospital in the new "New American" plastic reality show.

The 2007 beautiful New Testament is a seven-day surgical live week, where 14 contestants live through television to live in front of a television audience. (I am not here to uncut to introduce this activity, we want to understand this activity, because the "beautiful New Testament" is a 07 large-scale activities, so the nearest principle, to it as an example, to talk about network marketing activities. Here, for the moment do not comment on its traditional marketing methods and effects, we can only network marketing thinking to consider the network activity marketing, cost and effectiveness.

Now with the "beautiful New Testament" as the basis, to it as a baseline, to analyze the appropriate network of its marketing methods, of course, will be interspersed with some other temporarily unsuitable for its network marketing activities, so as to achieve a face analysis.

1. Analyze the groups participating in the event. Network activities are no exception, what kind of a group, will determine the nature of this activity, the realization of the way. I followed the "beautiful New Testament" related reports, that this activity is due to the appearance of the unfortunate female life as the main body of activity, then doomed to the entire operation of the model can not be in accordance with the "Super Girl" so. Unfortunately, life can also be used as a promotional highlight of the network activities, each player behind the moving story, will cause a sensation, or moved. This is the nature of the activity itself, but also the innate advantage. The same story, different words, the effect may be different. The text on the web should be sensational, or easy to digest, because the network information is equivalent to instant noodles, both short and make the story perfect touching, but also to maintain authenticity. This difficulty is also quite large, to undergo a certain planning and audit. In a word, "let the activities with ordinary and touching story spread network."

2. The interaction of activities is integrated. The New Testament act as a hub for connecting the whole relationship into a web. Network activities are diverse, how can they be integrated, which involves the "balance of interests" and "investment costs" these two algorithms. "Balance of interests" is a manifestation of value. What is the value of netizens participating in this activity? Of course, this value does not necessarily refer to material and monetary aspects. Is the host party the biggest beneficiary of this activity, and how can the interests of the balance lever be maximized? Can players ' self-worth be realized? These are invisible nets, if the net broken, then the whole activity will be more fragmented. Here are a few examples to give you as a reference, because the activity is not the same, the need for creativity, and to give it meaning. Examples are as follows:

(1). Network award-winning quiz, about activities or about the organizers. The prizes must be generous and attractive enough. In fact, the relative total investment, the proportion of the prize money is very small.

(2). SMS Interaction. It seems that most of the network activities will use this activity, but the real use of it "live", there are few enterprises.

(3). The Old customer network judges group, of course, not necessarily in this way, I cite this panel example, is to illustrate the importance of the old customers. In the network diagram (pictured below), I connect the beautiful New Testament with the red dotted line, because many businesses, in large activities, ignore this group, and do not regard it as a separate relationship group. As everyone knows, this group can bring the best brand marketing effect to the enterprise, and the cost is the lowest. The word of mouth effect is to accumulate from some details slowly, no one enterprise from the birth, has the well-known brand, is relies on the product quality, the enterprise culture, the enterprise to the customer importance degree, especially to the old customer.

(4). Related network activities, such as Web essay, Photoshop "Plastic" competition, and the "beautiful New Testament" and the organizers related to the theme activities. In this way, with minimal input to create a momentum of the atmosphere, so in every corner of life, will directly or indirectly obtain the "beautiful New Testament" This activity information. This just can with the traditional advertising, so that the effectiveness of traditional advertising to reach a deeper level.

(5). The Network treasure hunt activity, in "The Beautiful New Testament" topic article inserts some text or the content, lets the Netizen search, like this, will let "the beautiful New Testament" the activity to be understood. Find the "target" of netizens who can get prizes.

The above is just for simple examples and ideas, specific network activity program, or need specific activities specific analysis. In short, network activity marketing, will be a trend of network marketing, will be more enterprises and companies to attach importance to.

4. Online public service activities. In the concept of business economy, all public welfare activities are motivated, some realize personal social and moral value, some enterprises ' social value, some enterprises ' brand value, more economic value.

For enterprises, the organization of a public service activities, how to make social value and economic value to achieve the highest value, need to be positive and side "fry". Please do not attack me, this is entirely from the commercial economic concept to analyze, if from the social moral analysis, the point of view will be another point. As the "beautiful New Testament", it itself is a public interest activities, also mentioned earlier, its activity is the positioning of "for the appearance of the unfortunate women caused by plastic surgery," I guess, the organization planning this activity has also done this consideration. Of course, this activity also involves social impact, which is to instill a concept that "people can choose their own beauty." The beauty of the New Testament is a good idea for the public service in traditional advertising and marketing. As for the network, there is no use of the characteristics of the network to promote public activities, this can be judged.

The spread of network public welfare activities, the speed of transmission, the impact of large, interactive. In the network activity marketing, make full use of these characteristics, everyone can soon realize its advantage.

5. Resource integration. Network resource integration is especially important in network activity marketing. Network marketing ≠ burning money, but many enterprises and personal ideas, network marketing is to burn money, in fact, many enterprises in the network to burn a lot of money, less tens of millions, but no effect and benefits. Most importantly, in the network activity marketing, all ignore the network resources marketing. network resources integration is to reduce input. Integration considerations: Human, existing resources, peripheral resources, industry resources, activities, meaning or benefits. In the "beautiful New Testament" activities for example, television resources, the U.S.-Lai Hospital resources, plastic industry resources, news media resources, network resources, to come up with a non-monetary-centric nuclear body.

The network activity marketing cost is mainly spends in the activity the capital and the operation produces the additional expense, at that time this process is simple, the middle procedure is not many, therefore the friction coefficient attrition expense may neglect. There is a point to consider, network activity marketing early analysis than implementation, must do a systematic prediction, as well as the handling of emergency situations.

The above is the "beautiful New Testament" as an example to talk about the network campaign marketing some views. As for the "beautiful New Testament" organizers (Guangdong TV station and Guangzhou Mei Lai Plastic Hospital) is what strategy, I am not clear, just my personal analysis and opinion.