Talking about topic marketing from Zhong's popularity

What is topic marketing? Topic marketing is to use the power of the media and the reputation of consumers to make advertisers' products or services a topic for consumers to talk about, so as to achieve the marketing effect. With the development of the Internet, many new brands have sprung up. Coupled with the influx of capital, changes in sales channels, and changes in user preferences, emerging brands such as China, Sandun, and Half have risen rapidly and become the focus of marketing circles. The clock sold 3 million pieces in 64 minutes. What puzzles many people is why expensive clocks sell so well. Let's discuss how the clock goes red step by step. Constantly creating topics and endowing brand network celebrities with the characteristics of "network celebrities" is not a derogatory term, but represents higher traffic and topics, as well as recognition in the hearts of users. Bell, born under the Internet environment, pays more attention to communication and the formation of brand memory points in marketing. 1, young social communication, realizing fission effect Marketing Clock creates highly recognized content by users in communication with young people based on circle economy and communication mode, thus realizing word-of-mouth communication, affecting more user groups, and then stimulating circle fission. Young social communication itself is very inclusive, which provides a foundation for the brand to achieve communication fission. A cross-border joint name reaches multiple circles. In the double 1 1, Zhong "teased" six brands in one breath by virtue of his online celebrity gene and tap water communication ability, creating a communication matrix to help brands reach more user circles. A substantial cross-border joint brand has helped to gain more than 400 million readings and clicks. Such a marketing matrix can be said to be a broken wall of the brand. In addition to helping to harvest traffic, it also helps the brand achieve the purpose of expanding customers. B, using the star effect, planting grass in the rice circle culture, the influence of traffic stars should not be underestimated, and using traffic stars to drive the fan circle behind it is a good choice for brands to drive product sales. Finding the right platform and KOL is the key to help brands break the circle and expand their influence. Zhong's explosive gene is inseparable from the endorsement of KOL, a little red book. Their real experience formed the "planting grass" and evaluation in 1000+ notes, which helped the brand attract users' attention, achieved effective reach, promoted transformation, and quickly formed a closed loop from planting grass to buying. At the same time, Zhong's popularity on social media such as Little Red Book, Weibo, etc. attracted more users' attention, and also made clocks with different images form inherent labels in users' minds. In addition, we also create the topic attributes of the brand from the aspects of product, taste, price and packaging, attract users' attention and discussion, and help the brand become the center of the topic. 2. Create together with users to form a unique brand image. In order to make our image more stereoscopic and easy to be remembered by users, we have set up outlets to communicate and discuss with users in product design, taste creation, scene formation and marketing communication, so that users can form an impression of the brand in the discussion. For example, China gives more people the impression that it is cool and unique, as well as high traffic and high recognition, all of which come from the brand's content creation. Its unique design has evolved into the social needs of users in today's era, becoming an essential product for people to take photos and punch cards, and also invisibly increasing the brand exposure and the formation of network celebrity characteristics. Through continuous content creation, the brand has created a brand traffic pool, which has attracted the attention and discussion of different circles. Among people with different cultures, habits and hobbies, the brand has been labeled with different labels, which has achieved co-creation with users and left different labels for users in different circles. In fact, topic marketing is like telling a story. With the passage of time, users' attention and enthusiasm for the topic began to fade. How to launch follow-up topics in time and how to further strengthen users' brand awareness and brand social image all require brands to continuously output content and value.