Zero distance column brand construction

Since its inception, "Zero Distance" has focused on building its own brand in an all-round way, and in the operation process, it has focused on strengthening the brand, using the brand, consolidating the brand, and protecting the brand.

The high-quality program content is a product of innovative packaging and arrangement methods

On New Year's Day in 2002, "Nanjing Zero Distance" was launched, bringing historic changes to the industry. The novel arrangement method, unique hosting style, and focus on the joys and sorrows of ordinary people. This series of practices that seemed to break the rules at the time made the ratings of the newly launched "Nanjing Zero Distance" column skyrocket.

Plan and organize activities to increase the brand awareness and reputation of the column

The column planners adopt various methods to strengthen their own brands and create several firsts in the industry: the first company to adopt the method of hanging banners The media promoted itself in a way-"Nanjing Zero Distance, is by your side" slogans are often hung all over the streets and alleys of Nanjing; the first media to use airships to promote itself-on New Year's Day in 2002, the column spent a huge amount of money. Capital rented an airship and broadcast the "Nanjing from the Air" program live; on January 13, 2004, on the second anniversary of the program's launch, the program planned a large-scale live aerial photography event "Nanjing from the Air" to allow the people to "see Nanjing from a different perspective." The column also held a series of "Zero Distance Community Tour" activities, from "Spring Greetings", "Cool Summer", "Golden Autumn Refreshment" to "Winter Sunshine", with reporters, actors and residents performing on the same stage. It is the first of its kind in the country to present carefully organized theatrical performances to the people in the community. In 2004, the column intensified its activities and went into the community once a week. In addition to continuing the previous cultural performances, it also added a "convenience community trip" - the column organized expert doctors, well-known lawyers, and home appliance repair companies to receive consultations from the people on-site in the community. , providing free services and reflecting the purpose of the program: "Nanjing Zero Distance" is by your side. The column also holds free skills training classes for laid-off workers and migrant workers, teaching skills such as beauty, gardening, knitting, cooking, computers, and housekeeping. The column also has a well-known slogan - "You have holidays during the holidays, but we don't." During the Spring Festival, May Day, National Day and other long holidays, a "holiday emergency service team" is organized to provide citizens with repairs of home appliances, medical care, etc. services.

In addition, the column also held the "Sending Movies to the Community" activity, the "Top Ten News Moments from Close to Zero" selection activity, launched the "Shadow of Spring" DV photography contest, and invited laid-off female workers to watch movies for free on Women's Day. , microwave recipe cooking competition and other program promotion activities. Through such a series of activities, the column has effectively consolidated the brand and increased its value. Audience satisfaction and loyalty are much higher than other similar columns. At the same time, the brand is also used effectively and the extension value of the brand is brought into play.

Attract people to participate in the program and innovate to consolidate the brand

"Nanjing Zero Distance" recruited a special team of non-staff reporters at the beginning of the broadcast - inviting people in the society who have DV cameras The photographers of the wedding company provide social news for the column. This method is very effective. Many fresh news are not captured by the reporters of this column, but are provided by this non-professional team. It is understood that there are thousands of non-staff journalists on the books. This also makes the column always highly competitive and maintains strong vitality.

Starting from New Year's Day in 2004, the column introduced the interactive mode of entertainment programs: a "2004 Happy Delivery" link was added every day. The live broadcast truck drove into the community, randomly knocked on the doors of ordinary people, and asked them to answer a question. For questions related to the day's program, a gift worth a thousand yuan was given. Although the industry has different views on this attempt, this move has objectively improved the ratings, and according to opinion polls, most viewers like this method very much and believe that they may get unexpected surprises while watching the news.

Comprehensive reflection of the brand effect of the column

Higher ratings have brought huge advertising effects. In 2003, the advertising period of "Nanjing Zero Distance" was tendered, and the bid was jointly won by three companies at a price of 50 million yuan; in 2004, the buyout price actually exceeded the 100 million yuan mark, setting a record for the highest advertising revenue for a local station's news column; In 2006, the advertising revenue target remained above 100 million yuan. The column has also established a "SMS News Club", where viewers who have not seen up-to-date TV news in time can subscribe to the news through their mobile phones. The income from this derivative product is also considerable.

In October 2005, the "Nanjing Zero Distance" column, Jiangsu Variety Channel, Jiangsu Transportation Broadcasting Network and other units jointly planned the "Watch Karen Mok's performance and travel to Hong Kong for free" event, taking advantage of the media's promotional advantages and the audience's brand loyalty to the column to enter the performing arts market. So far, the social response has been very good.