Talk about network company "Blood Spell" Spring Festival evening Marketing

Before: Spring Festival Gala, the role of 800 million users, super "eyeball" effect, all make this product can be called super product; around this media product, each advertiser in the Spring Festival this special day, each show its ability, or for the brand, or for sale, or buy a next year's Peace of life- Reviewing the performance of the network companies before and after the Horse Spring Festival Gala, we should have a good reference to the marketing people in the coming year.

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See a joke: "When you do not travel, do not take risks, not to talk about a love, not to try not to live life, just hang a little letter every day, brush Weibo, shopping Taobao, doing what I 80 years old can do things ... You want the youth to have the wool to use. This joke is quite popular during the Spring festival holiday. Before and after the Spring Festival Gala, the media, advertisers, products, jokes hands are busy, busy marketing, busy onlookers, busy bow to play mobile phone grab red envelopes ... Seems to have forgotten such a holiday, it should be a family reunion with relatives and friends of the traditional festival.

Around the Spring Festival Gala's "Busy" role, you can glimpse the Spring Festival evening marketing drama.

Spring Festival is one of the most special festivals in China, and the Spring Festival Gala is also one of China's most distinctive TV programs.

As a north drift, after the spring Festival to return to the following things should be farewell: marketing, hot words, hand, spit slot, micro-letter payment, Alipay, Rob Red Envelopes, the Beijing-east listing, double Horse competition .... On New Year's Eve and lunar should be addicted to fireworks, greetings, relatives, play mahjong, landlords and so on only the spring festival will do things. But with the development of mobile Internet, we are gradually controlled by the mobile phone, I can not really and the past to do so during the Spring Festival and above those things say "good-bye", because micro-letter, micro-blog and each app, let us no time no line, so still to be the Spring Festival Gala and marketing of the topic surrounded.

The spring Festival has long played a network industry "black Hole"

In the past many years, the Spring Festival holiday has been the network industry flow of black holes. For the network industry, the Spring festival during the overall decline in the flow, advertising revenue is reduced, which has Chinese characteristics of the Internet companies seasonal factors. The vast majority of young Chinese netizens may be on their way home or on their return trip during the Spring Festival. On the wine table, on the Mahjong table, in front of the TV .... During the Spring Festival, the Internet "users" of the people dispersed, at this stage, "users" do not have much to look at the news, watching video, the next app ... So this period for any Internet company (users and traffic) is in a growth of the "stagnation period."

But in recent years, with the rapid development of the network industry and mobile Internet, quite a number of internet companies began to extravagantly the Spring Festival as the best time for brand marketing and emotional marketing.

The marketing "rush Hour" of the network industry in the former Spring Festival gala

Before the advent of online ticketing, the Spring Festival period of marketing most of the warm route. The whole project, shoot some ads, send some netizens or migrant workers home, basically is the traditional enterprise and network industry of the Spring Festival marketing all of it; with the Ministry of Railways 12306 website began to sell the Spring festival tickets for the node, gradually become the annual network companies Marketing "Rush hour."

Grab tickets, Cheetahs, 360, Sogou, Tencent browsers have this as the focus of the whole year's marketing, grab tickets in recent years is basically browser manufacturers to attract users of effective marketing tools ... Even web companies without browser products are also changing how to send users home as an important marketing topic and treatment.

In order to grab tickets after the show, the Internet Spring Festival marketing gradually began to enter the climax, video ads, micro-film, award-winning activities have launched, any and netizens have emotional communication style will be the strength of the network companies to adopt.

Baidu Company in the Spring Festival marketing during the investment of considerable marketing costs. To mobile phone Baidu as the main force to map for the bright spot, to marketing products as a supplement, Baidu's former Spring Festival evening marketing engage in a raging fire ... If not because "home only 7 days" of the advertising film was exposed directly to steal a lot of advertising material, Baidu's Spring Festival marketing can play 79 points.

The Spring Festival Gala, network companies are extravagantly "face"

In the "hit the money on the Internet Hao on the Spring Festival Gala", the article mentions that the Spring Festival Gala has gradually become the main platform for network advertising, although now the Spring Festival Gala and 20 years ago, the Spring Festival Gala is not the same;

If the Spring Festival Gala as a network products, nearly 800 million of the audience rating is UV, and the Spring Festival evening is the topic for half a year is the impact of this product, there are users have influence of the Spring Festival Gala products are naturally not worry to sell.

Horse Spring Festival Evening period appeared in the Internet company's advertising has more than the following: Tencent mobile phone butler, Tencent Micro-vision, Jingdong Mall, Millet, 360, suning ... As well as in the Spring Festival Gala in the mouth of Sina Weibo, Tencent Weibo and so on. (If the Spring Festival Gala video of the appearance of Ma Yun, etc. is also regarded as advertising, Ali also counted appearances)

From the effect, in the Horse Spring Festival evening launch of the network company's advertising effect is not special, than ever Shan Sankou broadcast Sohu and Li Yanhong late appearances are slightly inferior-even if the network companies during the Spring Festival through the media and from the media to increase the reading of the Spring Festival evening ads, but the effect is still passable.

However, the network companies are still in order to be in the Spring Festival Gala and the Spring Festival Gala, not only because of the extravagantly influence and topic, but also because the Spring Festival Gala is the only one can break the user's regional and age level of television programs, marketing value is unique.

At the same time, in the Spring Festival evening ads appear, also means a certain degree of protection of color, which is also a certain degree of tacit unspoken rules. For internet companies, this value is also very expensive.

If the ROI to measure, according to some of the industry in the interpretation of Haier Stop magazine hard to put the point of view, in the Spring Festival Gala is not worth the "fare". Remember the original Taobao, giant people in the Spring Festival evening period to get the attention of advertising? It is not possible to repeat the scene now, because the cluster appears, so the focus is dispersed ...

The network industry in the Spring Festival Gala and the hard wide launch of the traditional industry is supposed to be the purpose of the partition: traditional enterprises in the Spring Festival Gala is basically to achieve two purposes, to liquor, such as the rapid elimination of advertisers, Spring Festival evening launch in addition to upgrade the brand, there is a direct promotion of the role of sales; and to cars, insurance and so on advertisers, Spring Festival Evening Advertisement More is pure brand purpose, show enterprise strength, and the national audience has "intimate" contact.

For network companies, in the Spring Festival evening period of hard wide launch, the role of the brand promotion level is limited, and in the promotion of product downloads or active degree, the network industry to put the hard than the traditional enterprise to put the effect of a few .... So try to from the network company in the Spring Festival evening of the next year, the pattern of the network industry to judge the analysis, It's still hard.

The network industry variables are too big, talk about the trend is easy to hit face, yes, haha hahaha ha!

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From the advertisers (hard wide public relations), platform (media, micro-blog and micro-letter), as well as the hand and from the media and other aspects of the Spring Festival evening marketing, should be able to deepen the Spring Festival evening Marketing more understanding.

Advertisers: Hard and wide, public relations events have sprung up

-hard and wide. The entire spring festival stalls, lasts about 15 days, play nature is the time before the Spring Festival Gala, but do not rule out other satellite TV gala and popular comprehensive arts and television drama, the overall view, whether it is millet, Jingdong, 360, Tencent mobile phone butler, micro-vision, net and so on, is basically a normal, with a feeling moving, There is a star moving, there is a funny moving (such as net ads in part of the satellite TV on the Heng to repeat countless) ... A little confidence in a friend should be found that the Spring festival during the hard wide network of companies are basically "O2O" concept, because they are trying to achieve through hard to realize the brand and sales of double income.

-PR events have sprung up. The beginning of the Spring Festival file is the classic case of PR event Marketing-grab tickets, review Horse Spring Festival Schedule Network marketing, the same is to rob the ticket opened a beautiful good head; then Baidu to the migration heat map robbed an event headlines, then the micro-credit red envelopes so that all the efforts of the manufacturers are dwarfed- Then Sina Weibo in the Spring Festival evening of the mouth is saved face, and then is the debut of the Spring Festival evening Min of the micro-letter ads will also have to echo, of course, Tudou's Boudoir Honey Shanyun's Divine Comedy is also good, for Huang Bo wrote the song also has Tudou's thick color .... Of course, the PR gimmick of the event, occasion and manufacturing topics. , but the audience is much narrower than the hard.

Review the entire Spring festival file, although nominally is a statutory holiday, but whether it is hard to widely put or PR topic operation related companies and personnel, are not easy ... In fact, many advertisers, PR people, the media and from the media, in this spring festival stalls are not easy, in the circle of friends of those who circulated a fresh article is true portrayal.

Sina Weibo and hand: One year's plan is "Spring Festival Gala"

-Sina Weibo, the Spring Festival Gala home. The Spring Festival Gala is Sina Weibo's home, whether it is bullish on micro-blog or to see the decline of Bo, but in the "Spit" Spring Festival gala, Sina Weibo victory. No matter from the number of topics, circulation and influence, the Spring Festival Gala has made Sina Weibo back to the most shiny years, the Spring Festival evening before and after netizens see embarrassed side spit slot, side dozen Mahjong edge forwarding, fireworks side of the crowd ... During the Spring Festival Gala, the flow of the entire micro-blog broke records; As for Sina official said by the Spring Festival evening advertising revenue and so on, are inferior to this flow and the topic of ferocity, micro-letter, the public number and circle of friends in this field, slightly color Weibo too much. and the micro-letter of differentiation, perhaps the next few years Sina Weibo's strategic direction.

-Hand, Hard House not Rush "gala". Do not know who is curious, why the Spring Festival gala that time, "hand" do not accompany the family to eat dumplings? But while watching the Spring Festival gala, while at any time to write jokes, turning jokes. Also want to quickly puzzle, spell the topic, and even hand-painted original works? Because, the Spring Festival Gala, is the hand must spell a time, so they can and micro bo "Woe". Weibo, so that the hand can be a very lucrative "career" exists, and Weibo before they may be at the end of the Tianya in the watercress in the paste bar ... So when Weibo and Spring Festival gala need them, they are duty-bound ... But careful friends may find that in the past year to make the most of the few jokes to treat the "Spring Festival Gala" is not as good as those slightly lame hand ... Because, the hand is very tired, making money is not easy, also need to have a rest in the new year.

Micro-trust friends Circle and from the media: Fried chicken just red, and the first gold

-Micro-trust friends Circle, spread springtime. Since the second half of 2013, the "micro-letter public friend Circle" has become the industry "PR" standard, well, during the Spring Festival is no exception, although it is difficult to say whether this is in the fashion or the effect is really good, but the whole Spring Festival schedule, micro-letter public number and circle of friends circulated in the industry PR manuscripts abound ....

-From the media, fried chicken as the Spring Festival file "model workers." And the hands are different, since the media (science and technology) in the Spring Festival Gala can be quite comfortable, because before the Spring Festival Gala they may have seen millet, Suning, 360, Jingdong ads, and most of the article, ready to send ... However, there are still accidents, such as Lenovo and Beijing east of the incident is slightly unexpected, since the media have followed hot spots (not with the fact that it is OK, but chasing hot spots is to attract attention to the rule, no way). However, there are still quite a lot of media in the holiday pen, micro-letter payment, Spring Festival evening, Rob Red envelopes, Ma Yun, Baidu and so on are the Spring Festival file "Overtime" from the media's hot words ... Hard, busy throughout the day since the media has also been a lot of fame and wealth of "model workers" in the pursuit of the hand this road still need to redouble their efforts.

Chatting around the Spring Festival evening and Huayi.

First said Huayi, rumored to be blamed for the benefit of the Spring Festival evening output, if the rumor is true, but actually is Feng Xiaogang's performance, from the market point of view, the use of familiar and the highest price, nature is the most familiar, perhaps through the relationship of the binding, conspiracy theory too many times a little overt is also a good thing. Moreover, the Spring Festival Gala, from the commercial point of view, the Spring Festival Gala Business Development is still space, but from the Spring Festival Gala itself, The twilight ... It's hard to keep up with hundreds of millions of of people's likes and dislikes, even if it's "folklore," and it's hard to keep up with the past, which is not directly related to who the director is, who the actor is and what the program is.

This process is still quite worth the sigh, as if there was no Lunar New Year file, and no one would expect that the demand for film during the spring Festival is so fierce ... that's it.

The other side of the ocean, the evening after the February 2, also staged an advertising feast. February 3, 2014, the Super Bowl held, dozens of card advertising owners put more than 40 minutes of advertising, including some wonderful ... And the Spring Festival Gala is always different from the commercial attempt to cover half Super Bowl is the United States advertising industry "Spring Festival Gala", the various brands of advertising companies in this arena each show its ability, and always can leave a pretty good work-of course, and Spring Festival evening in the advertisement is always prettily, Super Bowl of spot ads is a price tag ("Super Bowl" The advertising fee is $4 million per 30 seconds).

The last example of the Super Bowl is to express, from a hard wide angle, the composition of the two countries ' advertisers is quite different, the car and fast-food is a Super Bowl of large customers, domestic is fast consumer electricity and finance. But more important is that the Super Bowl of advertising in the country can be on the homepage of the video site is regarded as a boutique "content" to interpret, our major enterprises in the Spring Festival Gala advertising. Cast a vote, "blood spell" after the luck?

Finally, to pay attention to the public number of friends worship a later age, start a good, good luck.