Finally, how to "follow the trend" and "market"?

This article is produced by Brother Bird's notes on the Spring Rain Project. September is the school season. Seeing the energetic students in the university campus, I can't help thinking of Mengniu more than two months ago. With the slogan of "the artifact of college entrance examination", the milk box turned into a knowledge point, and with the brand proposition of "be strong" put forward by 20 18, it gave the audience both physical and mental strength. Ingenious creativity, perfect integration of hot spots and selling points, Mengniu also played a homophonic role in promotion, and released a "hind hoof" that imitated the picture form and copywriting script of "Houlang" and dedicated it to those who are about to take the college entrance examination and have experienced it. This kind of marketing, combining time and hot spots, arouses consumers' feelings, creates humor with contrast, and suddenly reopens the market. People in every industry want to take advantage of the market, just like everyone wants to borrow the missing east wind, but how to borrow it, when to borrow it, and whether to borrow it or not is another problem. Today, I want to discuss with you what is "momentum marketing", how to borrow "momentum" and what should we pay attention to? What is momentum marketing? Momentum marketing is to hide the purpose of sales in marketing activities, and integrate the promotion of products into the environment that consumers love to see and hear, so that consumers can understand products and accept their marketing methods in this environment. In other words, it is a marketing strategy to improve the visibility and reputation of enterprises or products, establish a good brand image, and finally promote the sales of products or services by taking advantage of the trend, creating momentum and taking advantage of the situation. I think this concept can be explained by a well-known saying, that is, the famous physicist Newton said: "If I can see farther, it is because I stand on the shoulders of giants." Marketing by taking advantage of the situation is to stand on the shoulders of giants and let products go higher and further. How to borrow "Shi"? It is very simple to list several methods of marketing by taking advantage of the situation, so how to climb the shoulders of giants and how to "take advantage of the situation"? In my opinion, there are eight main ways and means: 1. Borrowing hotspot marketing means using the topic attribute and traffic attribute of "hotspot" to make it a means of transportation, carrying your products and radiating to the area you want at an appropriate speed. During the 20 18 World Cup in Russia, Vantage, as a sponsor of the French national team in China, launched a marketing campaign of "France won the championship and returned the full amount". From the initial questioning of the audience, to the audience's "Vantage panicked" when the French team advanced to the theater, and then to the contradiction in the process of refund, there was no lack of controversy in the whole process of "winning the championship and returning the full amount", but the explosive discussion and curiosity brought Vantage out of the limelight at that time, realizing the promotion of brand awareness and reputation. I think we should pay attention to three points when using hot spots to build momentum: building momentum is consistent with brand strategy. We can see that Vantage is a sponsor of the World Cup, and its strategic direction is in the same strain. It is better to be tempered into steel than to turn fingers into softness. I compare borrowing hot spots to choosing transportation. If you get on the wrong bus, you will go in the opposite direction. Therefore, when hot spots appear, don't borrow them, but the drizzle turns into a soft finger like spring breeze, which makes people unconsciously accept it; Solve problems instead of creating them. Vantage's marketing by taking advantage of the situation has raised the expectations of the audience and increased the sense of game in the process of watching the ball, so it is to solve the problem. What is a manufacturing problem? For example, during the epidemic, in order to solve the problem that everyone can't get out, Yunhua and Yunbendi have a strong momentum, but those who use the epidemic to create anxiety and promote products will eventually bring their own destruction. Therefore, the direction should be consistent with the brand strategy, and the way should be integrated. The result must be to solve the problem. These are the three main points of hot marketing. 2. Borrowing calendar marketing Borrowing calendar marketing, as the name implies, is to use time to detonate the spread and conversion rate of products. At the end of each year, there will always be a variety of self-media marketing calendars, from traditional festivals to the birthday of a star, which are carefully marked so that you don't miss every opportunity. The Mid-Autumn Festival is coming. I wonder what marketing cases will stand out this year. I remember that in 20 18, Hongqi Automobile released a warm-hearted video "To Everyone on the Struggle Road" to pay tribute to those who could not reunite with their families on the Struggle Road. This kind of marketing has brought visual impact to the audience through video. Through the stories of the three protagonists, the audience's emotions are aroused, the distance with the brand is narrowed, the brand's memory and goodwill are increased, and the brand temperature is conveyed. Therefore, I think there are three key factors in calendar marketing: innovation. Unlike hot spots, calendars are random and the probability of repetition is small, but the calendar time is fixed, so it is difficult to attract the audience's attention only by the concept poster of copywriting. Many people kiss babies to feed them. On the surface, the video of Hongqi Automobile only shows the brand concept at the end of the film: Red Flag makes the ideal fly. But in the process of video, the story is good, so is the copy with a reunion distance of zero km, which represents the departure and speed, but the meaning of drunkenness is not wine; Give and take. Some brands are greedy, and he has to get involved in the calendar day, but in fact, taking advantage of the momentum of calendar marketing, it is better to be refined than excessive. In short, creativity, concealment and selectivity are all important. 3. Borrowing topic marketing borrowing topic marketing is very random. Generally speaking, under the topic of big exposure, come up with your own opinions and attach your own brand. The most common case is from the media. We send Weibo, send today's headlines and even send the tag of WeChat official account, all of which want to bring more traffic to the brand through the topic, so that the audience can stay in their own brand for a long time. In view of this kind of marketing, I think we should pay attention to three points: first, we should choose the right topic label. Some brands, regardless of the willy-nilly, which traffic is elected, can not bring benefits to the brand, and the verticality of the topic is as important as the verticality of self-media positioning; Second, the purpose should not be too sharp. Some brands only write one sentence about the topic and sell products in nine sentences, which will only be considered as mixed advertisements by the audience; Third, the point of view should be clear. Topic, what the audience most wants to see is the collision of views. You and Mud won't get attention. 4. Borrowing opponent marketing Borrowing opponent marketing, described by the most popular word at present, is to love each other and kill each other, to show their brand value through humor and confrontation, and to compete for the attention of the audience. This kind of case is famous for Pepsi and Coca-Cola, but the example I want to give today is about Mercedes-Benz and BMW. 2065438+In May 2009, Dieter dieter zetsche, CEO of Mercedes-Benz, retired. When everyone thought it was a routine personnel change, BMW, a competitor of Mercedes-Benz, released a "tribute" advertisement. There is still a long slow motion in front of the commercial, and at the end, the style of painting changes suddenly. The retired president of Mercedes-Benz came out from home in a BMW with the subtitle: Freeatlast. Observing the opponent's behavior, making use of the opponent's hot spots to create its own brand exposure, this opportunity for BMW has to be accepted. When being marketed by opponents, I think one is to maintain the pattern. The purpose of marketing is * * * to win and ensure harmony and prosperity, rather than lose-lose; The second is to seize the opportunity. For example, when the CEO of Mercedes-Benz retires, what is lacking is opportunity, not marketing, but picking things up; Third, humor is the best. Hard truth will be hated, and bad humor will be liked no matter how bad it is. 5. Borrowing platform marketing Borrowing platform marketing is equivalent to borrowing water to sail. Both sides have their own advantages to maximize the exposure of a marketing activity and bring the greatest participation at the lowest cost. Let's give an example. Are you impressed by Alipay's activities in koi fish? Koi fish's credulity is gradually forgotten, but this marketing event of Alipay is often mentioned. During the event, Alipay provided platform and brand endorsement, and the major merchants interacted with each other through Weibo, wishing the koi fish Prize in succession. At that time, a hundred flowers blossomed, which was very lively and interesting. Such marketing, Alipay and major businesses have achieved their goals, and consumers have also benefited, which can be described as killing two birds with one stone. If platform marketing wants to be successful, I think these factors are indispensable: First, a platform with its own traffic and brand trust. The smooth progress of Alipay koi fish Prize is inseparable from the platform influence of the developer Alipay. Second, there are partners who take advantage of the situation. If there are too few businesses involved in the process, the activity will not go on; Third, consumers should have practical interests. Some merchants follow the trend and come up with gimmicky products, which will only be considered as shoddy, so there must be hard goods that consumers can directly benefit from. 6. It is very simple to borrow film and television marketing, which is what we usually call film and television advertising implantation. Generally speaking, film and television marketing can be divided into three levels: ordinary level, lines, background, props and other implants; Enter the classroom, integrate into the story, and promote the development of the plot; The highest level, unconsciously, got the message. It is more common now that when watching TV dramas on iQiyi, Tencent and other websites, a silly story advertisement of 15 seconds suddenly appears, or a product advertisement with mixed stories suddenly appears in the lower left corner and lower right corner of a TV drama. This kind of marketing is actually to use the influence of film and television dramas to make their products become a stalk and impress consumers. We should pay attention to this kind of marketing. First, the time should not be too long. For example, many advertisements are 10- 15 seconds, and it will be boring if it is too long. Second, the frequency should not be too high. After all, people watch TV dramas instead of advertising dramas. Third, implantation can't be excellent. Just like talk show conferences, contestants will spare no effort to look at sponsors' products, some are smart, some are hard and wide. 7. Borrowing user marketing What is borrowing user marketing? That is, every action that users pay attention to the brand may become a marketing point, such as observation and purchase. Nowadays, there are often various celebrity foods on the Internet, such as hi-tea, such as the former master Bao and so on. In order to promote the brand, these online celebrity products often create a scene that demand exceeds supply. Of course, they didn't create it at first, but later it worked every time. You must have been annoyed that you have to wait in line to buy a cup of happy tea and go to the new store in the product market. Is this a helpless mood? What you don't know is that when you wander in front of the store and slowly move up in the queue, it's time to borrow from the merchants. Other scoring actions such as various beauty groups and hungry apps are actually a means of user marketing. What can make the brand occupy the market better than the affirmation of users? Through user marketing, three effects are used. One is the mass effect, which is also a tea shop. There are long queues of tea lovers, and other tea shops may be empty. The second is word-of-mouth effect, which uses the real evaluation of users to achieve the effect of word-of-mouth communication; Third, the false empathy bias, we usually think that our hobbies are the same as most people. If you like playing computer games, you may overestimate the number of people who like computer games. You usually overestimate the number of people who vote for your favorite classmates, overestimate your prestige and leadership in the group, and so on. Therefore, by making good use of these three effects, the potential of users can be brought into play. 8. The last marketing by emotional marketing is to use emotional marketing, which is to poke users' emotions, such as anger, fun, accidents and so on. And use your emotions for marketing. At one time, local marketing was particularly popular. Earth love story, earth packaging, earth copy and earth video, a kind of earth feelings, all of a sudden swept the public. In contrast, those well-made, high-end atmospheric content is somewhat "ordinary". Take the rustic "Hometown Chicken Conference" held at the beginning of the year as an example. The cost of 200 yuan has gained tens of millions of marketing effects, and the marketing cases of the same period will stand out even in 2020. If you want to use emotional marketing, you should pay attention to understanding the user's emotions. Without insight, everything is in vain; Knowing how to integrate users' emotions and how to integrate users' personality emotions with brands is the most critical; Knowing how to seize the opportunity, the hometown chicken conference is a success, but if you want to be a second hometown chicken, it will be a chicken rib. Therefore, after gaining insight into integration, you should strike quickly, and you never know whether your competitors are already on the road. At the end, write down hot spots, calendars, topics, opponents, platforms, movies, users and emotional marketing, which are eight ways to follow the trend. In my opinion, marketing by taking advantage of the situation is equivalent to riding the wind and waves. Zhuge Liang outwitted Zhou Yu by the east wind, but whether the east wind is downwind or headwind needs to be measured by himself. Mid-Autumn National Day is coming, are you ready to make good use of it? The above is all the contents shared by Macey, a columnist of Brother Bird's Notes "Spring Feather Project". If you are proficient in operation and marketing promotion, you are willing to share your practice and thinking with practitioners. Welcome to the Spring Feather Program! If you want to cooperate and communicate with the author himself, you can also contact Brother Bird to take notes on the small fish. The micro signal: ngbjxym3-END- recommended reading.