The topic choice of event Marketing

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In the previous article I have said, social media is an excellent platform for event marketing, and do event marketing, can not be separated from the topic of communication, then how to choose the topic? What kind of topic can be spread?

First, you can occasion hotspot events.

For example, some time ago, "Do Not Disturb" "Deputy Township head Blind Date all Lights Out" incident, can be said to be a classic event marketing case. Careful planning and continuous follow-up topics is the key to success, but the "Deputy Township" event of concern can quickly soar high, inseparable from the same period occurred a hot: the National Civil Service examination enrollment record high. Said here we should understand, "non-interference" "the deputy township" was extinguished light incident just appeared in the public opinion of "civil servants hot" the most attention, it is not accidental. If you can successfully occasion hot events, even if the communication is very poor topic can bring unexpected results.

Secondly, we can take advantage of the social problems with high degree of concern.

Being able to occasion hot spots is a good thing, but using social issues with a high degree of concern and creating a topic of your own is a great choice when you can borrow. What is the problem of higher social attention? For example, "the gap between rich and poor", "food Safety", "moral Decline", "Foreign relations" and so on. Here can give an example, this year, Wuhan East Lake Peony Festival has just opened, there is a news on numerous media headlines, and caused a great response of netizens, that is "Wuhan Peony Festival: 4 high price of green peony by tourists secretly pinched away." Although the news began to introduce these expensive peony was taken away worthless, condemned the quality of some tourists low, but more space is used to introduce Peony festival time, place, ticket prices and so on information, is obviously a soft article. This is a topic of "moral decline", which is widely concerned with society, regardless of the follow-up, the effect of simply landing the headlines of the major media will be enough to make the Peony festival overcrowded.

In addition, there is a topic of great communication, that is, humor and parody.

Humor comedy has a natural spread, naturally needless to say. Focus on the spoof, spoof is the product of Internet development, but also the phenomenon of Internet-specific. Since event marketing cannot be separated from social media, and social media is based on the Internet, then we cannot evade the spoof. There are many cases of spoof, such as the CCTV "Chinese police" documentary "Extra" Zuckerberg, so that the documentary attention doubled several times. Another example is busy this year "Du Fu" and "Fang", almost all swept the net, become a cultural phenomenon. If you can skillfully use the Internet spoof culture, at any time it is possible to create a highly disseminated topic. You see, the party newspapers are asking Fang how to see it?

Referring to the use of "social problems" and "spoof", I have to digress to talk about the marketing people's "bottom line" problem. Many people to "social problems" and "spoof" use, is vulgar, shameless, no bottom line. For example, this year's popular TV festival, "China good Voice", the topic of marketing to do very successful, but a large number of vulgar nasty hype is simply unsightly. "Homosexuality" is a hot social topic, so a singer on the rumors of homosexuality; Entertainment Circle Unspoken Rules "is a hot topic, so a mentor and students make gossip;" Many people are dissatisfied with the "system of the whole country", so someone posing as a member of the badminton national team to abuse good voice students, this obviously damage the reputation of the Badminton national team, with "Guo Meimei", "one elder sister" of the hype is the same, has been illegal, " Moral "and" law "can be overcome, there is no" bottom line "to talk about? Without the bottom line of the" hype ", should the long-term?

Some people may want to refute, said this year is not vulgar, not shameless there is no topic to do. Is that really true?

I do not think so, as long as it can trigger the general emotional resonance of the topic, there will be extremely high dissemination.

In fact, the creation of any topic to use people's feelings, but if the success of the initiation of emotional resonance, the topic of communication will multiply. For example, we can take advantage of the general feelings of the group, now has gradually become the main force of society, they grew up in a social upheaval in the era, coupled with the youth is about to die, "nostalgia" is very easy to arouse their emotional resonance, so "Li Lei and Han Meimei" inexplicable on fire.

On the use of emotional resonance, there is such a good example, the CCTV "tenth room" on the New Year's Day broadcast the "Congratulations 2012" special program sparked the discussion of Internet users, and the reason for the upsurge of discussion is the show's sharp film critics, I choose a few to share with you. "The Tenth screening Room" to "Yang Men" Evaluation: "Protect gentleman, let gentleman first" is easy to let the audience mistaken as a main theme of the anti-Japanese film. The evaluation of the Legend of Hongmenyan: In such a large film, the Overlord Xiang Yu wears a coat for many years. The evaluation of the key fourth: The audience can understand that the title of this number 4th is actually informing the audience, this is actually a double two of the film.

Why is a sharp film critic a topic that can be actively disseminated? Because it aroused the emotional resonance of the audience, when the audience was a "wonderful" film tortured by the miserable, finally someone for the audience with "civilized" voice expressed dissatisfaction. A user of the Douban review team rated the tenth screening room as a congratulatory 2012 special: Did our film critics get into CCTV? It's like our own people who write reviews! This "One" is the best evidence of emotional resonance.

This is what I think to create the dissemination of the topic need to pay attention to some of the problems, column article written more hasty, inevitably have flaws, welcome everyone to Pat Bricks.