The most successful cases:
Personal Stories: Sister Furong, February girl, angel sister, Xidan Girl, 90 Mean Girls, outside North perfume girl, comes in different forms, Xifeng, animal beast, transsexuals, airsick woman, Kongmy, sharp brother, Feng's husband , fight bag door, Yan Deli, Zeng, door ruffian female, anti farmhouse Union, female nurses, cleaners and so beautiful.
Business Case: Wong Lo Kat (in 2008 the most successful event marketing), Erie, Samsung, EVOC, Lanxiang, happy, Wahaha, Johnson & Johnson, Magic Pen Hill, Skyworth, Tsingtao beer, McDonald's and China Mobile, Heng Yuan Xiang and so on.
Three hype essence: passion, emotion, mood
Why such and such a door out of a fire, is the desire to meet the demand;
angel sister, best cleaners and so on, they are moved off the network coax the hearts of very weak side emotionally;
forming a great contrast Feng, hibiscus, ban Wong Lo Kat, etc., it is emotional marketing.
Often use hype Methods:
suspense hype law
suspense hype is to extract one or two so-called core, mysterious selling point; according to schedule, slowly shaking the burden, not all information is done once, say half of the remaining half.
CDC Web site will be one of four listed used this trick. CDC has boasted to the acquisition of Sina, Netease, Sohu three sites, four hundred million dollars to pad bed CDC definitely have the ability to acquire other three sites, the key question is just wishful thinking, and finally nothing. Finally, the CDC only get public opinion publicity, and establish a dominance of the rich and powerful, kill two birds with one stone.
Drop hype law
With some very familiar things, resulting in a relatively mindset in the minds of ordinary people, when once broken this stereotype, people like the feeling of weightlessness in space, this method must be speculation in the effort to see the odd flat, good refining ordinary material, refreshing the media, so that the public or Focus refreshing.
the memory of people can only remember the first, for example, people know that the world's highest peak is Mount Everest, the world's second highest peak do not know what is. "First" is easy to cause people's interest, tends to attract the public eye, easy to remember, but also formidable opponent, brand image stand out. Because everyone wants to be first, but lost the championship one word a thousand miles, new things often make people remember most, follow the trend, will not attract more attention, it will only lead to more criticism and cold, people will only remember the first.
However, the "first" after all, only a vast majority of business is difficult to have a "first." This requires work to plan the "first" or "manufacturing" a "first." Such as: a practice of a company, an industry still in the first; the first time that a certain product attributes; some kind of behavior makes a person become the first person in a certain field; a first mode is a first mode of . and many more.
"First" vertical track, tap the secret "first" behind, in order to meet the psychological adventures of the public to check it out. In fact, the good reputation, product quality, technology, enterprise development potential and other information, directly or indirectly conveyed to the public mind. Around the "first" horizontal campaign, co-ordinate planning of marketing, promotion and branding to achieve win-win situation. Success stories such as "liquor First Place," "the first big pot" and so on. |
Name Star speculation method
according to the psychological needs of Maslow's theory of human analysis: When the purchaser is no longer the price, quality concerns as a purchase, use the visibility of stars to increase the added value of products, consumers can take to cultivate the product feelings, which won the sought after consumer products. For example, provoked much discussion during the World Cup. "Milutinovic phenomenon" and so on.
The name of the star character effect is speculation choice, the name of the star is the focus of attention than the so-called effect, there are two aspects of connotation effect and role, is a very practical and very word material. The key name is the name of the star effect of star visibility, and visibility, but also awareness of one's society, the reason why the name of the star effect has appeal because also here. In order to achieve rapid famous and some commercial purpose, intentionally "provoke" celebrity, some at the expense of their own interests to come near to make the subject of a celebrity, attracting media speculation that he is famous with the celebrities and achieve their goals. As Clinton and Monica Lewinsky scandal, the whole world knows Lewinsky.
old saying "opposite", to elicit anti-positive, positive to protrude evil. Reverse hype is to introduce the reader from one concept to another concept, development and nature of things has its own laws, in order to attract people's curiosity and break the traditional rules, planners opposite, people break through the inertia of thinking and the law of human-set phase divergence.
Dispute Act hype
for their products, quality, corporate behavior, planning contentious events or ideas, lead to social discussion, to attract public attention. Beiji Rong Down ducks and geese war paint VOC dispute, the preparation of soy sauce, said a fight, Mo Ling low impurity notary, tourmaline negative oxygen sub putty and so on. Products must be ready revolutionary, it is a prerequisite for the operation. The cost is very low, are appropriate Lu.
Double reed hype law
in real life, black and white, although the opposition, but for people who love to watch the match up, the more intense the opposition is concerned about the more enthusiastic. The differentiation of mental telepathy unconsciously let readers have a complete understanding of the hype. The results noncommittal, and speculation has reached consciousness.
Secondly, when the news out, heat is not enough, we must arrange so-called positive and negative views "media child" call to the newspaper, in order to attempt to achieve the high temperature of public opinion, the media attention to this matter, so that the public attention, so as to achieve the purpose of speculation.
Law insider speculation
plan exposes "insider", or exposing others to "insider" speculation. In order to show their essence, at the black hole to expose the industry, with the disadvantage of its people to highlight their own advantage, is essentially a form of contrast, black people where, how and how I let the public to hate black hole, for their approval. Enterprise "insider" involving the interests of consumers, likely to attract public attention. Jane came to light as there are companies doing extremely sauce made with pig water, plastic film Yu Zhaolin underwear speculation.
An occasion to hype law
The so-called occasion, is an enterprise wide attention in time to seize the social news, speculation and star power figures, combined with the purpose of business or product on the spread of the desire to achieve and launched a series of related activities. Occasion by speculation that the focus of attention, homeopathic ride, so that more people know, concerned about their own, in order to improve their (product) visibility. Lends itself to a certain point so that consumers pay attention to yourself, know yourself. |
Destabilize hype law
to challenge certain celebrities, corporate or product name, set up under the ring, in order to attract the attention of consumers and the media, the media attention, the results reported so that they become readable news. McDonald's strong words such as Red Sorghum, the national security challenge of Li Ning, Cola and Coca-Cola and contrast. Competition in the industry for the weak, fame. Crocodile paint destabilize national standards, regulations GB of Fu Ya Jing struggle, father and mother Oaks revolution and so on. The cost is very low, find a good selling point, you can rent a venue.
Root out speculation France
will own failure (success) to explore the outward form of recommendation. Discussion and attract media attention. Let people remember this phenomenon, to achieve the purpose of speculation. You can also propose different theory by popular opinion, there is a bubble business opportunities such as SARS, such as Liu Xiang endorsement tobacco contrary to the spirit of health, such as the emperor Yu Zhaolin please, please Beiji Rong comedian, moved clockwise [1] his soldiers ---- thermal underwear deduction stars World war II, such as this year's high in animal realm, to help enterprises promotion, such as SARS in front of all living creatures, such as GUIDEC and other promotional forget. Such marketing is purely based on hearsay evidence, out of nothing. People look for her great dry Baidu, when I look back, that person is in the realm of dim the lights. Do not take Caochuan also by the arrows, the cost of it? Too low can imagine. All kinds of enterprises can be Lu.
Disputes Act hype
planning a "dispute" to attract social attention. After some time, let the matter rest, but the company is famous to achieve the target of speculation. Consumers sued the Chinese Academy of Sciences Beiji Rong warm card wins, little guy sued Robust, life springs and other sources sued fortune. The cost of a Zhuangzhi. Apply.
Event hype Act
planning "fake event", "protect their rights," and so on, speculation. We celebrity "Fang" is a good example!
Sponsorship hype law
Mainly by means of sponsorship, naming and other means to promote their brand through sponsored activities. Such as Mengniu sponsored aerospace, Erie Olympic sponsorship, sponsorship rainbow fly and yellow. Lu dry fee from million to million range, more suitable for large enterprises. Physical activity has been concerned about the growing number of people and participation sports brand is the best advertising vehicle, behind the sports there are boundless opportunities, this has been a lot of companies recognize that and put between them.
Crisis speculation method
such as Sun Hung consumers should look Qinghai yak, Shuozhou poisoned wine capital case innocence, Hebei farmers to small companies guy kneel down to apologize and so on.
Press speculation method
companies use valuable society, affecting a wide range of news, seize the opportunity to be in touch with their own brand together, leveraging force to achieve the dissemination of results. Enterprises can also be through the planning, organization and manufacture of speculation newsworthy to attract the media, community groups and consumer interest and attention.
French media speculation
business through cooperation with relevant media, published articles and introduce the product or service promotional companies to promote themselves. In this regard, many companies have come to understand its role.
Trademark Law hype
as David buyout poison Muzi Mei trademark, condom registered trademarks of green tea, organic peach gun Winbond Note Tiananmen trademark, Shenyang Feilong registered trademarks and other corrupt Zheng Xiaoyu. Its cost is only applied for a mark.
Activities hype law
refers to companies to promote their products and organize a series of promotional activities planned to attract the attention of consumers and the media spread achieve their own ends. For example, Pepsi Music Tour concert in this way dialogue with the target consumer group, with music rather than advertising to spread the culture of Pepsi and Pepsi marketing idea.
The concept of speculation law
is the enterprise for their own products or services created a "new concept", "new trend." Like GUIDEC year is the introduction of "mobile phone, pager, GUIDEC, the concept of One Less successful people, to lead the new trend of consumption handheld computers, creating a remarkable sales performance.
How the ancients hype themselves
Now the stars always take their own privacy self-hype, but to say that privacy is none other than the non-ancestor Yuan Zhen self-hype.
After Yuan Zhen in his later years he wrote a Tales "will really mind," also known as "Yingying Biography", since the Song "identified legend Yingying thing" that is asked Yuan Zhen Zhang mouth, his affair written legend many people do feasibility studies, Yinke said, "Zhang of the micro of the pseudonym, this solid no suspicious circumstances." Xun said:. "yuan Zhen to Zhang self-evident, above its territory witnessed the" yuan Zhen age whereabouts are and Zhang resembles life, Cui Yingying's mother surnamed Zheng, yuan Zhen's mother surnamed Zheng.
Since the Yuan Zhen deliberately hide his discarding malignant, leaving a large number of loopholes in the text, causing great interest in posterity, later created the "South West Chamber", "continued West Wing", "Shang and Zhou Butterfly", "turn the West Chamber "and other 27 kinds, of which Wang Shih-fu" the West Chamber "is the most famous.
Yuan Zhen By Zhang mouth to say something very asshole words: " Yesterday a banquet, a few are not self-sustaining for several days, the line forgot to stop, eat forget to eat, fear can not be more than Danmu Ruoyin media's and married, Nace asked the name. is among the three months after my carry on dead fish in the store. "yuan Zhen shows the womanizing side. According to research Yinke "true" or "immortal" in the Tang Dynasty refers to the language frivolous or flirtatious woman beautiful woman or a romantic nuns, also refers to prostitutes, visible Yuan Zhen Cui Yingying just put it as a Aventure. Aventure take their own hype, Yuan Zhen also considered the originator of the self-hype.
Now the stars also love to take some well-arrange the event hype. Ancients no exception.
"Neither the front nor the ancients, could be seen to. Lengthy study of heaven and earth, alone sad but Tixia." Ang author, in the absence of fame, but also a handful of self-hype, and very successful.
Ang born in a rich family, although little known to the capital, but the capital of a great promise but no pedestrian reward his talent, Best ang is not a way. One day, ang saw a man selling a violin at a high price, people flocked to see, but no one can determine its true value, no one dares to buy down. Ang idea, bought the violin.
After buying, ang it trumpeted to a selected auspicious day, with which the precious violin playing music free for everyone. This auspicious day, Chang as mayor came to his home to listen to music, but did not play ang music, but trumpeted his poems, poems that he wrote is how how good, no one to appreciate, this violin has been the poor quality of everyone's appreciation, in my opinion, that the violin worthless, saying, hold high violin, forced him broke. In the crowd screams, ang distributed their poetry to the crowd. From ang fame quickly spread throughout the capital. Some people even say:
"This person will carry on for the world master of literature."
Now the star also compare ourselves with great reputation than they are on a par or closer relationship to their own hype. Li Bai people in this area can be regarded as a precedent of. He recommended poet Li Bai. Zhizhang good wine, good calligraphy, good writing, better friends. Poet Li Bai with a dream year came to the capital Chang'an, meet with Zhizhang in Purple haze Purple Palace's pole, Zhang Zhi Li Bai caught a glimpse of the figure who trained, call them by their "Exile immortal heavenly" is. When Brief Encounter, one way or another Li Bai he ran into the restaurant, I want to get drunk with them. "酒逢知己千杯少" sunset drink straight, had to break up, and when to pay, only to find Zhizhang did not bring money, can not pay the bill. So he took off his waist wearing beetles were handed over to the owner of the drinks, really chic appearance. This, he let Li Bai remember for a lifetime, "Old and New Tang" Li Bai said Zhang Zhi has to record Exile immortal, especially in "The Tale Poem" the most detailed: "
Li Bai beginning to the capital, Zhizhang heard his name, the respondents, the white out "Quiet Night" to show it, read unfinished, enrapture those four numbers Immortal, beetles solution for wine, and drunk exhausting. "
Why beetles were also? According to the "New Book of Tang car service" carries the Tang Dynasty, inside and outside official Wupinyishang, all wear fish symbol, fish bags, in order to "Ming poor, call life." Fish made of a material different character, "Prince of gold, copper Shu officer, which bits are title, name." Operator fish for fish bags are "above the third grade decorated with gold, silver decorated with Wupinyishang." Wu after Tianshou the first year (690) to change the character of the inner and outer wear fish official symbol turtle, turtle bags fish bags. And above the third grade predetermined turtle bag gold, silver product was four, five items with copper finish. Thus, the beetles may refer to a symbol or a sign and symbol tortoise turtle bags, but officials of the identity of Prince or above the third grade.
Li Baishun pole climb, take this hype. Has written, "He recalled wine prison two."
Siming have Kuangke, Merry He really season.
Changan meet, call me immortal disgrace.
Xi good tipple, Panasonic turned to dust.
At beetles for wine, but Yi tear stained towel.
Kuangke return Siming mountain Yindao Shi Ying.
Chici Mirror Lake, King and Taiwan marsh wing.
Death of people remaining former residence, had plenty of raw lotus.
Yao read this dream, hurt me sad love.
Together with the preface, "Prince guests celebrate the public. Chang'an see a very Purple Palace over. I call for the Exile immortal. Because beetles solution for wine for fun. After the dead. There pregnant with a sense of loss for the wine and poetry." Li Bai the preamble emphasizes the Zhizhang call themselves "Exile immortal" and no money to buy wine off his beetles for wine, then Zhizhang already poetry dean, and Li Bai to take this closer relationship with the celebrity Zhizhang and raise their social status.
