As bandwidth technology becomes more and more developed, people's mobile phones become more and more powerful, and video websites gain more popularity. In just a few years, podcast websites have sprung up like mushrooms after rain. I once heard Youku CEO Gu Yongqiang mention that once it snowed heavily in Shenyang, CCTV 2 used video content from Youku for reporting, which once again verified the speed of the network.
But when many of our tourism managers talk about online video dissemination, many people think that everything will be fine if TV commercials and landscape films are directly moved to online media. However, in the face of thousands of information, the audience determines the life and death of the information. If it is not attractive enough, it will be killed by the mouse in the hands of the audience.
A good video can grow on its own, without relying on purchased media channels. It can capture countless netizens with its unstoppable charm and serve as a transfer station for dissemination, spreading in the form of viral spread. Of course, you must first ensure that your travel videos are powerful “virus carriers”. So, how to plan and market the video clips of "Hainan Island International Tourism Network"?
1. There can’t be only official videos
Taking hotels as an example, the policy suggests having three different types of hotel review videos: official hotel videos that are aesthetically pleasing and commercial, professional and objective videos, and customer-shot (UGC) videos. Generally speaking, customers want videos to answer the following three questions:
1. What is there around the hotel: What is the surrounding environment like, and what are the buildings?
2. What does the hotel look like: warm and homelike or modern in design, what are the comfort conditions, etc.?
3. What are the different room types: What will be the difference between spending an extra 100 yuan to book a suite and an ordinary standard room?
2. Collection of wonderful original videos
Since it is difficult to achieve the best viewing satisfaction through deliberate production, how can tourist attractions obtain satisfactory video materials? The paper recommends that scenic spots collect these materials through various forms of publicity and reward them with annual passes or honorary villagers.
The collected video materials can not only be played and downloaded on your own website, but they are also good tourism marketing content. The marketing effect of disseminating video content through traditional distribution channels and online channels is self-evident.
Planning 100,000 Whys believes that if the content is really exciting and practical, TV stations (such as travel columns) will also extract exciting content from video websites. Content produced by ordinary people will naturally be willing to be watched. In this way, it can be easily spread to a wider audience. Shape star scenic spots and star enterprises on a large scale.
3. Videos must be creative
In 2006, a video circulated on the Internet shocked people all over the world: Under night, a group of "graffiti masters" wearing masks climbed over the sharp barbed wire, successfully sneaked into the heavily guarded U.S. Air Force base, and went straight to the special plane of U.S. President Bush. Next to Air Force One, the slogan "STILLFREE" in large letters was quickly spray-painted on its fairing. The film even alarmed the U.S. Air Force, which quickly ordered an inspection to see if the presidential plane had indeed been "murdered" by someone.
It wasn't until the producer came forward to tell the whole story that the truth came to light. In order to attract attention, a fashion company in New York rented a Boeing 747 passenger plane at an airport in California with a large sum of money, modified it to look like Air Force One, and then made this short film. The short film put the fashion house on the map, and the film won the Cannes Lion.
Then I don’t understand why the domestic Spring and Autumn Tour cannot come up with such a creative idea while waiting on the plane? Luse said that online video planning and marketing need to combine a variety of creative elements - to a certain extent, It’s not enough to have money, you also need to have a “brain”.
4. Add sensitive elements
The mobile phone I am using is a sliding mobile phone advertisement starring Korean beauty Park Ji-yoon, which is popular on the Internet. The mobile phone's sliding function is simulated through the moving postures of men and women having sex. The ad was banned on television but became a hit online.
Planner One Hundred Thousand Whys believes that sexual elements are a double-edged sword in online communication, and it depends on how tourism companies use them. However, special care needs to be taken when using this virus, and the damage caused by the virus to the tourism brand image cannot be ignored. It’s no longer worthwhile to “poison others without turning against yourself”!
For example, some time ago Lunce saw a "very pornographic and violent" video circulated on the Internet: domestic and foreign tourists openly swam naked in Dadonghai, a famous scenic spot in Sanya. Later, the media reported that there was a spontaneous nude bathing beach on the east and west sides of the Dadonghai Scenic Area in Sanya, Hainan. The nude swimmers formed a certain scale, with the number of people reaching four to five hundred at most.
For a time, Dadonghai Nude Bathing Beach became a hot topic among netizens. The click rate of the keyword "Sanya Dadonghai" topped the Baidu rankings. Although Wei Daofu's voice was heard, more netizens expressed their understanding. The reputation of "You can swim naked in the Dadonghai Sea in Sanya" has spread, and many tourists who come to Sanya go to the Dadonghai Scenic Area out of curiosity. Although nude swimming in the Dadonghai Sea is just an isolated phenomenon, it is not a legendary phenomenon. There is an uproar, but there is no doubt that the popularity of Dadonghai has been increased unprecedentedly and it has become another hot spot in Sanya tourism.
5. Expert Video Podcast
Many marketing and planning experts have blogs and columns themselves, but video content is more attractive. Because the planner communicated with my own planning "fans" and learned that they need to learn more through videos, then the video network provides a vivid platform and at the same time transfers some fans who are interested in experts to become viewers of the video.
The content of lectures and comments is embedded with cases of marketing, management, and planning of scenic spots and travel agencies, which is also a kind of word-of-mouth publicity. This actually creates a win-win result: management marketing experts, audiences, video websites, and travel brands all benefit.
6. Principle of speed
For tourism brand video marketing, speed is indeed the key. Only by fast playback, fast release, and fast search can tourism companies win the favor of more tourists. At the same time, because everyone is a photographer and can capture the joy of life, tourism brands should appropriately cultivate video tourism culture and educate potential tourism customers on how to publish videos.
Planning 100,000 Whys believes that tourism companies can cultivate potential consumers to form the habit of watching videos through rewards and interactive "salons".
7. Input-output ratio analysis
The advantages of video over text-based websites have not been fully recognized by the tourism market. Through contact with some traditional tourism companies, it can be seen that they are not familiar with it. This presents a huge business opportunity for tourism video promotion, and at the same time It indicates that travel video planning has great potential to be explored.
The above are the author’s opinions on the promotion of Hainan Island International Tourism Network. If you have a better method, please contact 772340534 to exchange planning ideas.
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Original: http://www.cehuawhy.com/
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