Marketing: ice bucket challenges the communication marketing that is popular all over the United States and bombards China

Core tip: ice bucket challenges a fire to explosion word in the near future It represents a challenge, a love and a kind of marketing An activity that can be popular throughout the United States and even in marketing to China from the end of July to the middle of August From politics to business, from abroad to home, both space and time show their own crazy ductility Up to the middle of August, hundreds of people have participated in this activity in China, and over 4 million US dollars have been raised by ALS association during half a month Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint Home News: ice bucket challenges a recent word of fire to explosion It represents a challenge, a love and a kind of marketing An activity that can be popular throughout the United States and even in marketing to China from the end of July to the middle of August From politics to business, from abroad to home, both space and time show their own crazy ductility Up to the middle of August, hundreds of people have participated in this activity in China, and over 4 million US dollars have been raised by ALS association during half a month There is no doubt that, as a "ice bucket challenge" activity with zero cost and global attention in a very short time, it is essentially a classic case of viral marketing communication Lao Cai believes that in all cases of viral marketing communication, its rules are particularly important, and its rules effectively ensure that events can be spread quickly and effectively From the above rules of "ice bucket challenge", we can deeply analyze its cleverness: first, participants are required to publish videos of ice water pouring on the Internet In this rule, there are three extremely special secrets: simple and quick operation; network publishing and ice water pouring We know that the quickest and most effective strategy for an event to attract people's attention is to force the case higher The so-called force to be high is that the participants must be high-end people in the atmosphere In fact, the time of adults and objects is very valuable If the rules of a game are set too complex and take too long, it's likely that the big people don't have time to play at all, so the "ice bucket challenge" is in line with the first key: it's easy and quick to operate Ice and water are easy to find It's OK to have a fridge and a tap It doesn't take a minute for the whole process It's easy to operate The second is network publishing, which has two particularly important elements The first is easy to form conformity effect In fact, people are social animals No matter they are big or small losers, the herd effect in their human nature is almost the same in essence Gates is involved Does Lei Jun like not to participate? Lei Jun took part in it Is Robin Li embarrassed not to take part in it? The second is to form a marketing communication The power of online video is only to see how many clicks a red underpants showed on the show where Dad went last week and how many times it made headlines on the entertainment page Finally, it is the ice water pouring body The ice water pouring body completely meets the crowd's watching psychology of grass-roots groups: fun and funny As the name suggests, ice water is water with ice, which is much colder than warm water Although it's summer now, such a bucket of ice water will shake a few times when it falls upside down As a grass-roots loser, I usually see that the powerful people are human models When did I see Bill Gates like a drowned rat? Robin Li? Lei Jun? Lau Andy? No, no chance! Now there's a chance! At the same time, I saw a large group of ordinary people making mistakes Can you not watch it? 2、 Participants can challenge three friends First, why three people? This is because there are too many people, the purpose of communication is too obvious, and it is easy to reduce the interest Less than three? If it's a person who would rather donate money than take part in the challenge, the game won't go on So at least two talents are needed In fact, based on the crowd effect and other possible factors, the possibility of two people choosing to donate money at the same time is still there, but the possibility of three people donating money is much lower The extra one actually ensures the sustainability of the activity to the greatest extent Among the three people, as long as one person participates, then he can challenge three friends, which is equivalent to lighting up a dying fire again, and the whole game will continue to restart Secondly, participants challenge three friends, which is a typical viral marketing communication rule The key to viral marketing is that the participants must spread the virus spontaneously to achieve the effect of human to human transmission The biggest value of this strategy is to save money, fast and spread widely From the psychological point of view, participants will choose familiar friends as their first choice to challenge their friends Because they are familiar with each other, they should have a relative understanding of their friends' personalities Whether their friends accept the challenge or not is obviously on the high side To take a step back, even if you really don't want to play, do you have to give your friends face? Don't you see? How much face do you have to brush when you vote in a contest or like a gift? There is no doubt that the spread of the game is effectively guaranteed What's more, people are divided into groups and birds of a feather flock together, and friends with high coercion are often also with high coercion Lei Jun can not challenge Cai Yongjin, Cai Yongjin is who he does not know, so Lei Jun challenge can only be Andy Lau, Robin Li and Terry Gou, conversely, as long as the force is high enough, the masses are willing to watch, once onlookers, the game's dissemination and attention has been greatly improved 3、 Either take the challenge within 24 hours or donate $100 please note, 24 hours This time limit is particularly interesting It effectively ensures the timeliness hotspot of "ice bucket challenge" From the perspective of probability, most cases of viral transmission have strong timeliness, like a gust of wind, the storm swept by, and the light description is fleeting The difference between "Bingtong challenge" and the case of viral marketing communication is that every 24 hours, it can set off a small hot spot (which deserves our careful consideration) A is drenched in soup After watching, the audience immediately pays attention to the challenged B after watching, the audience immediately turns to the next one What's more special is that in the rules of ice bucket challenge, each participant's age, position, clothing, etc are variable This variable performance effectively builds a new hot spot and effectively attracts attention (Andy Lau's nose is scratched by ice) For example: a woman is being challenged (at present, there are not many women being challenged, at least not in China) Do you want to wear a swimsuit? If it's a swimsuit, is it a three-point one? What's more, she happened to come to my aunt and face a bucket of ice water? For the vast majority of working people, $100 is not a problem The key lies in the moral kidnapping The origin of "ice bucket challenge" is mainly to fight against "amyotrophic lateral sclerosis", which is a kind of charity If we only donate money and do not participate in the challenge, it obviously reduces the spread rate and sustainability of this charity To some extent, it's unethical behavior President Obama of the United States is concerned about image, only donating money, not participating, and questioned by the crowd On the other hand, if the participants want to pursue a higher level of coercion, the best choice is to donate money and participate If so, the "ice bucket challenge" will continue smoothly In fact, all charity activities advocate the principle of "giving money, giving power, benefiting more, and no area" From the standard setting of $100, the rule setter is obviously inclined to both donate money and participate in the mode For those who are named, there are many people who take part in the event and upload videos to catch fire again with the help of "ice bucket challenge" Why not take advantage of the opportunity to publicize for themselves and get a good name at the same time! Key words: marketing mode, ice bucket challenge, painting decoration, chairman of the board of directors to participate in the preparatory meeting for the preparation of national professional standards for architectural painters, painting to tell you the precautions for wall painting in summer and autumn season, similar information, stand up, take a hand, what is your paint enterprise? Laorenren paint mainly focuses on emotional marketing to bloom the charm of paint brand The promotion of new products of jade stone paint needs to standardize the marketing strategy How can jade stone paint enterprises do a good job in marketing, and the content is the king? The younger consumption of jade paint market is an inevitable trend Jade paint marketing: wechat marketing of jade paint enterprises puts consumers in the top priority LAORENTOU paint reminds dealers that consumers are not "one-off" Shuang-12 high-quality paint purchases Guangdong LAORENTOU paint How do dealers around the world think of this year's "double eleven"? • fraud? Or marketing? Luoyixiao event paint house in the paint industry focuses on the news and information of coating, diatom mud, paint coating, coating process, fire retardant coating and coating, diatom mud, paint coating, coating process, decoration knowledge and decoration effect map of fire retardant coating,