Recently, a lot of attention on the Internet is centered around advertising slogans. Especially due to the endless teasing of friends and merchants, the big features are widely known, and the unknown mobile phone brands of friendly merchants have also taken this opportunity to earn a lot of attention. Based on this phenomenon, the author will talk to you about several major principles for successful brand borrowing, hoping to help small and medium-sized enterprises to be good at finding opportunities to take advantage of the situation, and to use sugar daddy's means of borrowing the opportunity to do effective communication to improve marketing effects and sales.
Take advantage of the principle of momentum and major events that consumers are concerned about
First of all, we must predict or keenly smell the events that are about to attract or are attracting consumer attention and determine that our target group is exactly this group of consumers. Take further action. It is inevitable that Apple's listing will attract a lot of attention. We were able to identify this hot topic early on and consumers were very clear about it. Then other mobile phone brands and mobile phone peripheral products should be prepared to pay attention to Apple's trends and online public opinion. As soon as Apple's advertising slogan came out, it was translated into a funny copywriting that was bigger than bigger in mainland China. It was immediately used as an entry point for bright-eyed brands to take advantage of the opportunity. Print advertising, film and television advertising, and Weibo friends all took advantage of the Big Apple and became many friends. A supporting role in a commercial.
Take advantage of the close correlation between the two principles and your own reality
Taking advantage of the exposure of major events can enhance the visibility of your own brand. However, long-term visibility and brand reputation based on sales are not just about launching a name. It can be done. We need to reasonably embed the advantages of the brand so that consumers can see our outstanding advantages and they are real and can be verified rather than just a few words in the name. The biggest advantage of other mobile phone brands compared with Apple is low price. Of course, there are also other advantages, so taking advantage of the situation and devaluing the big advantages advocated by Apple will highlight the selection advantage of their own brands. Regarding the characteristics of Apple being big (bigger and better), say big is bigger. None of it matters. It just so happened that Xiaomi said that everyone was happy, and ZTE said that it was a God-given opportunity. Big but not big has advantages. All brands have them, and Apple is big and there is nothing special about it. This is to guide consumers to focus on more choices.
Use the three principles of using situations to create humorous topics
Only situation-taking content with Internet humor can be disseminated efficiently. When we take advantage of the situation, we must consider the preferences and communication habits of consumers. Only content with a sense of humor can spread. The stunning performance of Apple's friends on the market this time, with its bold and direct contrast and ridicule, made consumers enjoy watching and enjoying the humorous commercial information. At the same time, they were also subtly influenced by the advertising information. Achieving this effect can be regarded as a successful leverage.
Brands taking advantage of momentum should avoid wasting energy and money on useless publicity. Taking advantage of momentum marketing itself has strong marketing potential. Success in taking advantage of momentum may make an unknown company have a bright future. The first condition is to comply with the above three principles. Leverage potential marketing for maximum effectiveness.
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