Hello everyone, my name is Ling Boyue. According to a report from Northern Network on March 17, people in Guangdong, Nanjing, and Zhejiang rushed to buy iodized salt due to rumors of nuclear radiation. As people everywhere rushed to buy iodized salt, local supermarkets were out of stock. In fact, I also received a call from my family in the morning, asking me to go to the supermarket to buy salt quickly. If it was later, I would not be able to buy it. Ling Boyue had to lament the power of rumors. Although it was a negative effect, it allowed me to personally experience the power of events and word of mouth.
Let’s analyze why in today’s society where information is highly transparent and developed, such large-scale rumors and confusion still occur:
First. Reasonable use of the most popular events at the moment: in this case, it is undoubtedly the nuclear leakage caused by the tsunami in Japan, which triggered the crisis of possible radiation contamination of seawater. There are two key points here. First, this matter is of concern to many people at the moment; second, this matter has a very high chance of affecting the followers themselves. Especially the second point, because there are many popular things and many people follow them, but if the event itself has little to do with the followers, the speed and coverage of the spread will be greatly reduced.
second. Cleverly blending marketing objects into event communication: the event itself has no marketing objects. Originally, the Japanese tsunami incident was just a disaster report, but the event marketers behind it combined tsunami - nuclear power plant explosion - seawater pollution - my country's coastal salt Contaminated - A series of chain events involving consumers buying salt were successfully connected, causing panic among the general public and creating a frantic looting situation.
third. In the information society, information asymmetry is still serious: traditional media such as television and newspapers have some limitations. Even on the Internet, this information asymmetry still exists. Just search for a slimming tea on Baidu and you can see When you search for these products on Taobao, the price of these products is often only about 1/6 or even 1/8 of the bidding price. It can be said that information asymmetry directly leads to unequal profits, and the network level of domestic netizens is obviously tiered. .
By analyzing this case, it is not difficult for us to draw some enlightenments that are beneficial to our online promoters:
First. The power and influence of event marketing cannot be underestimated, but it also has the characteristics of contingency and randomness. When engaging in online promotion, you must always pay attention to various events and actively think about whether it can be used for you. Once you have the opportunity, you must seize it as soon as possible. Live events make a fuss, so daily accumulation and precipitation are particularly important. Of course, experts can often create network events through careful planning and preparation, and take the opportunity to promote them. This is beyond the scope of this article.
second. Make full use of the information asymmetry of the Internet, as can be seen from this incident. When doing projects, we can first divide the target object groups, and then hierarchize the target groups according to the asymmetry of the information. This classification can help us to be targeted. Catering to the various needs of different groups and levels.
third. Build a good reputation and make good use of the power of word-of-mouth. Everyone knows that Lingboyue is engaged in virtual fast charging. Maybe many people, including many practitioners, just treat this project as a general online investment promotion. However, Ling Boyue has regarded this project as the cornerstone of establishing her own brand since she first came into contact with it. Since the Taobao store opened on February 15, 2011, it has strictly implemented detailed plans such as the choice of brand name meaning, formulation of brand values, and inheritance of brand culture to create a brand culture of being honest, doing things with integrity, and serving the store. Everyone who comes to the Lingboyue team to engage in online store project operations will receive not only micro-assistance, but also implementation precautions for every detail of project operations from brand concept formulation to macro-overall strategy formulation, to plan execution. . Ling Boyue has always believed that such a word-of-mouth experience will be recognized by most people. Today's Internet is no longer in the era of making huge profits of thousands of dollars a day just by relying on one project. It has entered a stage of formalized operations. In this stage, what makes you win is relying on your reputation and your services.
Although Ling Boyue is a newcomer to the network project, he is fortunate to have received guidance from many experts. Although he has gone through many detours, his pace is getting more and more stable now. Some of the above mentioned words are from the bottom of his heart and serve as inspiration. I would be satisfied if I could give everyone a little help. The article comes from: http://jieyitonghebo.blog.tianya.cn , please keep this information for reprinting, thank you
Thank you Ling Boyue for your contribution