When I first started doing performance advertising, Party A said that creativity should rub hot spots, I think this is a piece of cake, because I have been a screenwriter for more than three years in "Big Event", and playing with hot spots is not something that I have a hand on? Who would have thought that a script could be changed for a week, and the most said sentence of Party A was "the selling point is not deeply felt."
01
Why should the selling point rub hot spots?
At the beginning, I also complained about Party A, thinking that they did not understand creativity and were very dissatisfied with their instructions, but there was no way, the criterion for excellent workers was: try to complete the various requirements of Party A.
After doing a period of effect advertising, I found that I was naïve, effect advertising, first of all, I had to talk about the effect first, and then I thought about creativity, innovation and other advertising forms, and the creativity without effect was a rootless wood, which could be done very beautiful tree carving, but it did not grow big, did not flower, and could not harvest fruit.
So later, after doing countless rubbing hot effect advertisements, I also gradually found some doorways, not to say the golden law, nor is it a martial arts cheat, purely a small thinking of an old screenwriter, here to share with everyone, everyone thinks I am right, just point like, think what garbage is talking about, just look at it casually, nonsense do not say much, directly on the dry goods.
One more sentence ah, although I am a screenwriter, but my creative style is a science style, like to all abstract, metaphysical concepts to visualize, data, especially the effect of advertising, to the back you will find that our series of style is to anchor all the points of effect advertising creation into a quantity, we create each time, we must first determine the quantitative, and then in the variables to optimize, call out a most capable creative, this is also my effect advertising creation ideas.
So, before we want to learn to rub hot spots, let's think deeply about it, what is the purpose of our hot spots? So how do you prove that you have thought deeply? That is, whether your answer is an objective statement that is infinitely close to the essence of the problem, and to what extent it can be verified.
We found that the essence of rubbing hot spots is to win the audience by improving the audience popularity and network sense.
Why increase audience popularity?
Because hotspots are links between two strangers. The first role played by hot spots is the "medium", and those of us who have studied chemistry know that in order to react with two extremely difficult substances, in addition to specific conditions, it is necessary to add reaction enzymes.
For most viewers, we just stink and don't face advertising, to let us react with the audience, we also need enzymes, and this enzyme, we can usually use hot spots to do enzymes, everyone thinks, why do you especially like to hook up With foreigners Hooking up The first sentence is usually related to the weather? Because the weather is a hot spot everywhere, it is the best enzyme to use.
Why improve the sense of mesh?
Because the product is associated with the hot spot can improve the audience's subconscious perception of the product.
I have been in contact with many products, and I will find that some old IP or old products often require rubbing hot spots, such as legendary, empire, Three Kingdoms and so on. Users ostensibly like these classic nostalgic themes, in fact, they want to play is the classic nostalgic themes that have always been maintained, upgraded, and kept pace with the times, and rubbing hot spots is to give these users a signal: our products have been updated, you see, I still understand what is called Zhang Classmate Grinning.
In fact, these two focus on how to get closer to the audience, we move the audience through hot spots, narrow the distance between the business and the audience, to achieve the purpose of becoming friends with the audience, and becoming friends with the audience is the first step to the transaction (download).
Everyone understands why rub hot spots may be eager to try, at this time first pour a basin of cold water on everyone, do you remember, when the first chemistry class was very excited, want to immediately light magnesium bars, play calcium carbonate plus hydrochloric acid, but the teacher will first tell you the consequences of dangerous operations and some safety matters?
Rubbing hot spots is the same, hot spots are a double-edged sword, used well can explode, and bad numbers will not be used. To this end, I have sorted out a hot category table for everyone, you must be familiar with this table, pay attention to what hot spots can be rubbed, what hot spots can not be rubbed:
If you learn the first two steps, you can start using hotspots to combine products.
02
How do hotspots combine products?
Two broad principles:
First, be sure to use the highlights of the hot spots
How to judge the highlights? The easiest way is to see which element is more brainwashed, and the brainwashing element that can appear in the advertisement is a precursor to the explosion.
For example, what are the highlights of the hot spots of Classmate Zhang? Three fingers to wash hands, camera switching, gazing, etc. are all highlights; rubbing lightsaber disguise, that BGM and upgrading are the highlights.
When you brush vibrato, it is best to develop a kind of thinking, see a video that you are interested in, close your eyes, think about what the only impression of this video will leave you with, and then write it down to your material library, which will be a cash cow on your creative road after more material library.
Second, rectify the hot spots
The audience will not want to watch the video that remakes the original elements of the hot spots, and a large number of pure imitations will make the audience have aesthetic fatigue, which also violates the needs of the audience to see the hot spots and see the boundaries of the extension of the hot spots.
This element answers a deep doubt in the hearts of many students, what is the audience watching when they look at hot spots? It must be to see the hilarity, to see how we can play this hot spot in a fancy way, and what kind of emotional expression.
So, how do we operate on the hot spot? There are two ways:
The first is the forward rubbing hot spot method
Starting from the hot spots to combine the products, first diverging the ideas of the hot spots, and matching the ideas one by one according to the selling points of the products.
The matching principle is: the creative point is either a direct display of the selling point, or it can form a recognized causal relationship with the selling point.
For example, the hottest hot spot in the first half of last year, human high-quality men, we used the positive rubbing hot spot method to play in this way:
First of all, we use the "chromatography method" to carry out creative divergence for this hot spot:
Then look at what the selling points of the material that need to be shown now are, and fit it up, such as the "Fantasy X-Game" product I received:
The ideas we can use in the tables obtained from the chromatography method are: fantasy journey to the human race, digging treasure to dig up high-level beasts to decide to do a group dance, or change the lyrics, or grab the baby, the baby dance and so on.
Pros and cons of this approach:
Benefits: The hot spot is well-rounded, and it is easy to rub into the heat (the effect of absorbing pan users is better);
Disadvantages: May not necessarily be used in the core selling points;
The second method is the reverse rubbing hot spot method
Starting from the selling point, the expression form of the divergent selling point, the information is drawn out with the brain, looking for hot spots, and using the hot spots to match the selling point display one by one;
Matching principle: The selling point display should be completely in line with the hot spot
For example, in an antique business game, one of the selling points is the ancient style business mobile game that girls love to play, so we diverge from this selling point and state the cold selling point in the form of specific scenes, actions, expressions and so on:
Then we respond to these statements and find the relative hot spots, so that we can glue the hot spots tightly to the selling points, the pros and cons of this method:
Benefits: can keep up with the requirements of the delivery, the core selling points are accurately expressed (the effect of absorbing large R is better);
Cons: It is not necessarily possible to take advantage of the hottest hot spots at the moment.
Well, at this point, we will talk about how to rub a hot spot with the product, in fact, the method is not very difficult, the key is that we must clearly understand why we want to rub the hot spot, do not blindly worship the magic of the hot spot. Let's talk about it here, later we will have a system to explain the effect of advertising science creation content, continuous update, stay tuned.