For enterprises, the aftermath of the financial crisis is not exhausted, the consumer market is not confident enough, and the future growth momentum and cash withdrawals are expected to be in an unsatisfactory state. Under such circumstances, the efforts of enterprises to strengthen publicity may accelerate the crisis without promoting It may lose its competitive advantage and bury a more serious crisis.
How to spend less money and resolve this crisis in a more effective way? Based on years of practical experience, Winning Marketing Consultant believes that effective news marketing is a very good way to resolve the crisis. Of course, there are quite a few wise companies that recognize this now, but how to do a good job in news marketing to generate communication and marketing power, most companies are not clear, including most marketing planning agencies and public relations companies. Not good at it.
Winners believe that to make news marketing effective, to promote brand awareness, enhance brand influence and promote terminal sales, it is necessary to maintain tension and imagination in news, event points and dynamic promotion, product information and event information, terminal promotion. The activity is based on the four links of news marketing. At present, Winway Advisor has provided effective news marketing services to more than 20 companies, and is planning and executing news marketing strategies for more than 10 companies.
News tension and imagination
As a marketing method, news marketing is to use the newsworthy events to create “hot news†to attract the attention and interest of the media and the public, so as to improve social awareness, shape the good image of the company and promote the products. Or service sales and other purposes. From product concept promotion to event marketing, from the power of the industry to the industry linkage, from the theme activities to the industry public relations, it is necessary for news marketing to set suspense in the planning and design of the news point and throughout the promotion process so that the reader can see the title. After that, the content is imagined, and then carefully read; after reading the content, the reader guesses and judges what is going to happen later, and is very willing to see it very urgently. This will initially mobilize the enthusiasm of the audience and participate in the process of news marketing.
Do a good job and keep moving dynamically
In the process of news marketing, it is necessary to constantly set up fresh things, which can be called "small events". The multiple small events are linked together to form a complete event. These events are coherent and have a form of tidbits. There are sudden rises in the situation, always keeping dynamic, constantly creating attention, making the enthusiasm of the audience warm, and very happy to accept the influence of the news.
Integrate product information and terminal activity information
News marketing is used to promote brands and products. If this effect is not produced, then this action means failure. It is necessary for us to subtly integrate product information and terminal activity information in the ever-launched news reports. This ingenious standard is not allowed to trace, so that after the audience finishes reading, they think that “news should be like this. This product should be like this. The activities introduced in the news, the activities introduced in the news should also be very good, and will be further searched by the search engine, or go to the market to understand.
How to grasp this kind of "ingenuity" lies in whether or not it has such a high level of writing. Winning consultants have established a team of high-level contributors covering more than 10 industries in marketing planning, brand communication and online promotion work for several years. Planning news points and writing has been a breeze. thing.
Product promotion meeting and terminal promotion activities
If the company's product promotion meeting or terminal promotion activities have several rounds of reports from national and local news media, through the soft, perceptual, subtle influences and influence of the audience, the effect that you want to achieve will be multiplied. And it can produce a continuous aftermath effect, which will provide a very effective promotion for marketing after the event.
At the same time, in the ground promotion activities, if you mention how many media reports, or show the media attention and reports that have been obtained all the time, it will add a lot of color to the ground promotion activities, making the product more authoritative and credible, and more It is easy to promote consumer buying behavior.
The choice of communication channels should be carefully combined and scaled up.
Later, a very critical link was involved: the issue of communication channels. Winner consultants have adopted two channels in the project: media and online community, established a mature and effective news marketing system “famous communicationâ€, suitable for building materials, hardware, food and beverage, wine, daily chemicals, home appliances, small In many industries and fields such as home appliances, education and training, sports events, and real estate, more than 50 customers have purchased and used the “famous gas†for a long time, which has already affected more than 300 well-known websites in China.
In the media-based strategic framework, the support of the online community is also needed, mainly in the forum. Some forum promotion companies claim that they can cover 100,000 forums. In fact, this number is completely unnecessary. Most of the forums have no visits, and no effect has been issued. Winner consultants have made more precise selections in forum selection. It can simultaneously launch and affect more than 10,000 forums, and can continue to maintain 500 of the major forums, including the Top 100 Chinese Forum, to ensure that customers' product and brand information reach 100 million forum netizens in a more effective time. Generally, only large-scale distribution and interactive topic organizations are more effective in improving the effectiveness of news marketing.
By planning the news and continuously organizing intensive communication and interaction, it not only provides a smooth path for the company's high-coverage news release, but also attracts the audience to participate in the promotion process, which will inevitably save the company a lot of publicity costs. Winning consultants recommend major growth companies to do enough news marketing, brand leap, market capture, this is a key way!
Visual Beauty Import & Export Co., Ltd. , http://www.fj-oilpainting.com