Talking about network viral marketing from swine flu

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(recently, the rapid spread of swine flu, the reasons are as follows: 1, the virus spread easily; 2, the virus spread environment good (crowd dense area); 3, the virus has concealment (table, telephone); 4, the virus vitality tenacious. Combined with the inspiration of swine flu transmission, the author sums up some viral experiences of network marketing.

Many scenic managers talk about network video transmission, many people think that the TV ads, landscape films directly to the Internet media will be all right. However, in the face of thousands of information, the audience determines the power of the information, not enough to attract, will be the hands of the audience to kill the mouse.

Good video of their own feet, can not rely on the need to buy media channels, rely on the irresistible charm to capture countless users as a transit station, spread by the virus. Of course, first of all have to ensure that their travel video is a strong "virus carriers." So how do you make a video clip "viral"?

In the 2006, a network of video recordings made the world stunned: night, a group of masked "graffiti master" over the sharp barbed wire, successfully sneaked into the heavily fortified U.S. Air Force Base, the U.S. President George W. Bush's special plane "air" next to the jet, quickly sprayed on its fairing "Stillfree" Banner. The film even alarmed the United States Air Force, hurriedly ordered to check whether the presidential plane was really "poison".

It was not until the author of the system had been told the whole process of the event that the truth was revealed. New York fashion company to attract attention, in California State an airport with heavily rented a Boeing 747 aircraft, converted to "Air Force number" appearance, and then made this film. The film famous The fashion company and the film won the Cannes Lion Prize.

So, Tan Xiaofang teacher on this does not understand, the domestic spring and autumn travel Why watch the plane, can't play such an idea?

I have you, and you can only solve the problem by fighting bayonets-this is a dilemma for many travel marketers who often complain about the lack of new and effective marketing strokes. But is that really the case? Tan Xiaofang Teachers think that: just because everyone has the same vision to create a homogeneous competition, and broaden the horizons of training needs analogy ability, need to grasp the future trend of tourism.

2006 "11" Golden Week is the traditional mid-autumn festival, two-day, is the tourism promotion is also the best time for friends and relatives to bless each other. During the two-day period, Mango Network for all new and old customers in particular launched the "Booking tickets to send coupons", "hotel coupons" and other promotional activities.

How to use the opportunity of these activities to seize the link between tourism and blessings, do a more interactive, touch the emotional depth of the user's marketing activities?

NetEase to the Mango network of National Day tourism products and promotional information produced into exquisite travel electronic greeting cards, through the lottery and other ways to encourage users to write blessings, will send cards to more relatives and friends.

From the third party to provide advertising monitoring reports, mango nets and NetEase in the mid-Autumn greeting card cooperation has been a great success, promotional activities to "viral" spread in the way among users. Mango network to achieve more than 400 million impressions of the brand image and product information dissemination, more than 4 million users receive greeting cards, saw the "Mango net send Greeting Card Travel Awards" This contains the brand image of the activity information. In addition, during the event, the Mango net added more than 12,000 registered members, and more than 170,000 users browse the Mango net promotional details.

If you only understand viral marketing as a recommended registration or greeting card, that's a big mistake. Audi has adopted a rather innovative approach to viral marketing. Audi unveiled a car theft show in New York for the new Audi A3, and the company asked fictional characters to launch a 3-month chase on the Internet, during which it used various methods to attract attention.

On the internet, the crowd has stayed above 500,000, and Audi has attracted more than 10,000 people to the Audi dealership.

I think: Network marketing is no longer a simple to do a tourist information and release, it is a kind of people's power, can produce a very large economic entity.

Although the network marketing is becoming a kind of new sharp transmission force, but in the author's opinion, the general travel marketing person to the network marketing also has the not small misunderstanding:

One of the misunderstandings, network marketing is equivalent to the traditional marketing model. That the network is only a branch of advertising, and ignore the network itself as a media marketing characteristics, which to a certain extent bound the opening of ideas, will lead to network marketing lack of new ideas.

Misunderstanding of the second, the network marketing equivalent to online sales. Online sales can be done if you have the money. Tan Xiaofang, general manager of the marketing organization of the media tourism planning, said, but network marketing needs to combine a variety of creative elements-even to a certain extent, network marketing also has public relations, crisis PR and other functions, so, the light is not rich, but also have "brain."

For example, the author in the hands of the mobile phone is the network hit the South Korean beauty Yoon starring in the slide phone ads, through the male-female sex mobile posture to compare the appeal of mobile phone slider function. The ad was banned on TV, but it was on the Internet.

The author thinks, the sex element is a double-edged sword in the network dissemination, depends on how the enterprise uses. However, the use of this virus requires special care, can not ignore the virus on the brand image damage. This paper is reproduced in www.734545.com