Brand Bible knows: hot spots rub good, make money without trouble; the title is good, marketing costs save a lot!
Human beings, as creatures, have a natural thirst and curiosity for information. In the era of fragmentation, people's attention is difficult to last, how to let users stay longer in brand information, has become the direction of business owners and marketers continue to work hard. The hot spot is undoubtedly the best solution to save money, time and effort.
Today, The Advantage Jun will explore the "hot" problem with you.
Grasp the marketing source point focus on the hot centripetal force
The purpose of hot marketing is "marketing", how to achieve the combination of marketing source points and hot spots, and then achieve the purpose of brand marketing, is the fundamental appeal of hot marketing.
Therefore, when a hot spot breaks out, the first thing brands should consider is whether the source of this wave of hot marketing is to strengthen the brand or promote sales, or both. If this wave of hot marketing can neither increase sales nor increase the premium power of the brand, then move a bench to eat a melon and see the hilarity.
The fit between the brand and the hot spot is the fulcrum of the brand to build marketing power
Good hot spot marketing, not only need to be creative but also fit with the hot spot of the "seamless" to make people shoot the case, not only will not be ridiculed by people rubbing hot spots but also make people bright. Therefore, marketers need to have the ability to screen invalid information from hot events with huge amounts of information and grasp the core breaking points.
At the same time, marketers also need to measure whether the products they are marketing have a prominent selling point and a refined marketing point that can be combined.
Fate is not enough, do not force it. Blindly chasing hot spots sometimes not only can't find good, but also scolded. Just like BMW playing with the terrier "hitting the worker", the "rubbing hot spot" is too deep, and the perspective is not right and it is easy to grasp.
Digging deep into "uniqueness" is the key to brand hot marketing
We all know that a major feature of hot marketing is that many brands rush up, and the higher the heat, the more brands participate, and then evolve into a "whole network marketing feast".
However, many brands take advantage of the fact that the content is too homogeneous, and the display of a large amount of homogeneous information will only bring aesthetic fatigue. How to integrate the brand into the event through unique brand perspective and heart-to-heart communication, relate with hot spots, resonate, and guide empathy, thereby highlighting brand value, is the key to winning the "hot spot war".
Getting involved in consumer engagement is the underlying logic of hot marketing
In the era of digital marketing, interaction and co-creation are the core themes of brand marketing. Dialogue between brands and consumers has become an important issue in brand marketing.
The essence of hot marketing is content marketing, it can be said that hot events give brand marketing a greater imagination space, so that brands can find fit points from hot spots, realize the creation of content, and thus establish new opportunities for interaction with consumers.
In the era of social media, consumers have changed from passive recipients to active participants, and from this perspective, the core marketing value of hot events lies in:
By rubbing hot spots, consumers actively participate in the process of brand interaction, so as to transfer the heat of hot spots to the brand and stimulate interaction. In this way, it breaks through the one-way communication mode and makes the communication between the brand and the target group become a two-way arrival. Because it stimulates consumers to actively participate in the discussion of hot topics, but also attracts consumers to explore the "story" behind the brand.