Marketing: the mystery of enterprise marketing playing variety reality show

Core tip: "authentic good herbal tea, authentic good voice welcome to watch the Chinese good voice of herbal tea named by jiaduobao, the leading brand of herbal tea......" Huashao's 30 second fast advertising crosstalk once became the talk capital of mass entertainment due to the popularity of "voice of China", and the name dealer jiaduobao also became famous 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 Home of coatings news: "authentic good herbal tea, authentic good voice welcome to watch the Chinese good voice of herbal tea named by jiaduobao, the leading brand of herbal tea..." Huashao's 30 second fast advertising crosstalk once became the talk capital of mass entertainment due to the popularity of "voice of China", and the name dealer jiaduobao also became famous The reason why such an old story came out is that the news that "80 million water-based science days smashed the general title of Tencent network of China's good voice 4" has blown a big hole in my head: what did Huashao's crosstalk look like? As a strong fan of the good voice of the post-90s, I went back to find out that Shuixing Ketian didn't appear in Huashao's crosstalk, but was displayed in the upper right corner of the video with a small blue logo However, this is a reminder: what is Tu's intention to do marketing and play variety reality show? Today's variety reality shows are not as popular as they were in previous years, but they are still a piece of "fat pork" that can make advertisers greedy Even for the title, sponsorship and big fight sometimes happen It successfully withstood the double crackdown of "limited entertainment" and "limited broadcasting" by the State Administration of radio, film and television, and dominated the prime stage of provincial satellite TV, that is, 8:00-10:00 at night If we talk about the audience coverage, ratings and other indicators, some of the popular reality TV programs even surpass the popular TV series of the same period In the current era of eyeball economy, audience's attention is a kind of valuable commercial resources, and also an important reason for enterprises to "burn" money and bet on variety reality show Instead of using the once popular network language is not to blog and make money for the purpose of marketing, is a hooligan In the context of not talking about the Internet being considered to be insufficient, I will go back to the situation If we compare TV to the front battlefield of variety reality show, then the Internet is the battlefield behind the enemy The enemy's rear battlefield is equal to the front battlefield, even has the momentum of surpassing The secret lies in accurately catching the psychology and habits of the young generation of consumers According to the criteria of purchasing power, the post-80s and post-90s are young consumers of Internet Their daily life is inseparable from the Internet The enrichment of mobile terminals such as laptops, tablets and mobile phones has given the enterprises that take advantage of the variety reality show to expand market share For example, Tencent video monopolized the "good voice 4" network copyright exclusively As the general title business, wouldn't Tencent give any tips to the 80's and 90's who are watching the program and need painting of new houses? In the author's opinion, the playing method of "good voice 4" is not new, nor tall It's just the standard work for Tuqi to engage in the marketing of variety reality show Similar playing methods, such as Dulux and let's love each other (the first large-scale star love reality show in China), can be summarized as naming or sponsorship The itch point of marketing (i.e fit social topics or current hot spots) is there, but the pain point (the experience of the object) is not enough! And the same "painting" as the selling point of Nippon refresh service in the variety reality show marketing slightly better than Nippon The author calls the play method of building a nation as tailor-made program A large-scale home improvement reality show called dream remake came back from last summer's hot show to this summer's strong show Behind the hot show, there is a higher level of marketing of Tuqi's variety reality show - another victory of the sense of participation! See here, "rice noodles" do you understand? Rebbs successfully brushed the sense of existence once! To put it bluntly, the win-win situation of dream reformer and nation building is to gain a precise grasp of the post consumption era (that is, the stage when the experience consumption is not cold and the participatory consumption comes in advance) It would be a big mistake to simply interpret the success of dream remake as the replication of Xiaomi's experience Xiaomi marketing is aimed at the FMCG market, and it is easier to implement the sense of user participation Through a forum or technical post, or millet house in the first tier cities across the country, users' participation can be mobilized But for coating companies, market interaction only relies on customer service personnel to maintain the relationship or take money to "smash" newspaper pages and TV hours Not to mention participation, even experience is almost "zero" The emergence of dream remake just made up for the blank From the visual point of view, it brings the audience a tremendous impact No matter the narrow space that is hard to see light, or the hundreds of years old housing pattern, it can skillfully use professional color matching under the re layout design of Libang icolor designer to improve the original leakage of the house as much as possible From the emotional point of view, it is to lead the audience into the family story of each head of household, reveal the important significance of home to people, and witness the happiness brought by home decoration transformation with a warm and bright ending of the story The whole process of "low-key" participation of Nippon and the protagonist of the screen who is a member of the source life quietly shorten the distance between Nippon and the audience in the program, as if the protagonist of the screen replaced the audience and Nippon to interact, and the virtual sense of participation is like a hunger filled pie, to a certain extent, filled the satisfaction of the audience In the future, it will be time to verify what kind of variety reality show marketing will play, but one thing needs to be carefully remembered: the sense of participation is a part of all marketing Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,