Fantasy thoughts

1. Creative title: Suggestions on copywriting innovation for operators’ products and marketing policies

2. Creative background In recent years, in order to cope with the increasingly competitive market competition, the company has launched Many products and marketing policies also require all employees to set up stalls to promote. From this, we found that our company's promotion model for telecom products and marketing policies is still relatively traditional and cannot reflect the level of a large state-owned enterprise. It is not suitable for most people, especially young Internet users. It is estimated that it is difficult to achieve the publicity effect that makes people excited or refreshing. Similarly, in response to the early floods and high temperature weather, our maintenance personnel overcame difficulties that ordinary people could not overcome in order to ensure the communication needs of users. However, these did not take the opportunity to form a good copy to promote positive energy to the society in order to obtain Users' understanding and satisfaction will make them more confident and favorable towards telecommunications products and services.

3. Creative solutions

The competition in the communications market is intensifying, and the homogeneity of products among different operators is becoming more and more serious. How to stand out in the competition, for telecommunications products and after-sales It is imperative that services be packaged in copywriting and use the strength of the vast number of telecom employees to carry out organized and planned publicity.

(1) Keep pace with the times and attach great importance to copywriting planning and writing.

Even the most competitive products still need good copywriting to promote, and homogeneous products require excellent copywriting to support and promote. Relatively speaking, at present, whether it is telecommunications product promotion, marketing policy promotion, maintenance of typical deeds promotion or corporate positive energy promotion, etc., it shows that there is not enough emphasis on copywriting. On the contrary, we are more keen on all-employee marketing, setting up stalls, etc. more than ten years ago traditional marketing model. Society is changing, especially in the mobile Internet era and the Internet+ era, our publicity methods must keep pace with the times. We at Telecom never lack talents. What we lack is just systems and mechanisms that can inspire employees to create.

(2) Suggestions and ideas on copywriting planning and writing.

Telecom’s propaganda and planning for so many years has never formed a sustained and systematic propaganda and planning. It is not close to the people, not down-to-earth, and does not cover various groups of people. I think these aspects can be considered and improved:

[if !supportLists]1. [endif] Use cartoons to promote telecommunications. Using celebrity endorsements is risky, expensive, and unsustainable. It is only suitable for short-term product endorsements. Cartoon characters have tenacious vitality and are forever young. They can attract a wide range of people, especially if they can be cultivated and influenced starting from children. You can cartoonize telecom logos, telecom mobile phones, telecom broadband, Internet of Things, ITV, upcoming 5G services, etc., and even cartoonize the beautiful representative of customer service number 10000, an excellent salesperson and an excellent community decoration and maintenance manager. Everything can be cartoonized. Cartoon characters are inseparable from cartoon stories, which requires copywriters and planners to write animation copywriting with local characteristics based on the characteristics of products and services. Four-frame animation, two-dimensional animation, and closely following Internet hot spots have spawned series, just like a series. Cartoon show. Cartoon images are more people-friendly and down-to-earth, lively and cute, and can be enjoyed by all ages. If it works well, it can also form a telecom gift product chain with cartoon characters, such as telecom cartoon dolls, pillows, key chains, mobile phone cases, cartoon umbrellas, cartoon stationery, etc. Combined with the characteristics of telecommunications products, emoji expression packs are used to re-innovate cartoon characters and forwarded through chat tools such as WeChat, Alipay, etc. This is very interesting and easy to promote.

2. Wonderful copywriting must keep up with the times and hot topics, and keep pace with the times. It can be considered from several aspects:

(1) Solar terms and festivals. Don't miss any holiday, all year round, including Spring Festival, New Year's Day, Valentine's Day, Women's Day, April Fool's Day, May 1st Dragon Boat Festival, May 4th Youth Day, June 1st Children's Day, Father's Day, Chinese Valentine's Day, Double Ninth Festival, Mid-Autumn Festival, National Day, Christmas, etc., as well as the 24 solar terms, etc. The copywriting should be consistent with the festival, and it can be combined with animation, Hunan’s local culture, and festival characteristics.

(2) Closely combine with 517 Telecom Day, Tianyi Exhibition, Internet of Things, Telecom Terminal Exhibition, etc. to create a unique festival for telecommunications.

517 Telecom Day is actually very beneficial to our telecom company. "Telecom Day" is completely a holiday for China Telecom. However, for more than 10 years, we still have not jumped out of the traditional sales promotion model of all employees plus setting up stalls and handing out leaflets. We need to innovate ideas. At least we can organize employees to post more soft articles and other copywriting in WeChat Moments for publicity. We can also cooperate with Tmall, JD.com and others to form a unique 517 telecom consumption festival. Cooperate with various communication cooperative manufacturers to build momentum through local TV media and other media to create a Telecom Day Summit, 5G development, driverless driving, AI artificial intelligence and other latest technologies to imagine the future. Such Telecom Day 517 will be colorful, not only It’s time to set up a stall to sell cards and broadband.

(3) Make use of current industry hot topics. Fighting floods and high temperatures occur almost every year. In this process, how telecom operators overcome difficulties to connect communications and ensure users provide high-quality network services can form a variety of typical touching stories, which can be publicized through employees and various media. , establish a good image of telecommunications and arouse social excitement. In the face of communication fraud, how does China Telecom protect itself through various means, respond to the national real-name system and strictly check account openings, and greatly reduce and prevent various types of communication fraud. Tianyi Cloud can properly promote the pictures of the IDC computer room and the carrying status of major customers. Hunan Telecom has undertaken many large-scale government projects through ICT technology. The Skynet project and emergency command system are typical projects. In particular, the Skynet project has played a very large deterrent effect on government prevention and crime detection. The Skynet project has been used to detect some crimes. case, telecommunications propaganda targeting some social hot spots has played a significant role in making a big difference.

(4) Combine film and television dramas with star effect. Ordinary people are always very keen on gossips and popular dramas of movie and television stars. Telecom products and services should be promoted in a timely manner in line with popular trends. For example, if celebrities cheat, they can be launched. Only China Telecom's service and care for you will always be consistent and will not change. Copywriting, combined with the popular TV drama "In the Name of the People", launched "In the name of Telecom...", "Did you know, Telecom is about to launch 5G", "Did you know, Telecom will provide smart communities", etc. .

(5) Teaching and popularization of science, etc. As a comprehensive operator, Telecom conducts public welfare science popularization on broadband, mobile communications and other knowledge, and promotes it in a popular way - how many links does broadband Internet access go through, and what hard efforts Telecom people have made to ensure smooth Internet access, etc., to improve Positive energy and social image of telecommunications. Utilize the telecommunications building in Lotus Garden to provide a complete telecommunications exhibition hall for wired and wireless, organize employees and children, and even connect with major primary and secondary schools to organize visits and telecommunications promotions.

(6) Adaptation combined with traditional cultural poetry classics. Traditional culture is currently receiving more and more attention. Chinese poetry conferences, classic chanting and other programs are popular among the society. Telecom can also combine traditional cultural poetry with innovative copywriting, which should be able to arouse social excitement. For example, the copywriting plan of Didi Chuxing: "One tree, one bodhi, one drop for a lifetime", "Spring sleep is not aware of the dawn, I look for Didi everywhere. The sound of wind and rain at night, there are so many Didi.", "The mountains are exhausted and there is no way out, Didi delivers I’ll go to my residence.”

(7) Combined with public welfare activities. At present, more and more companies are participating in public welfare undertakings, especially student aid activities. By sponsoring students, especially college entrance examination top scorers, they will achieve great social benefits and establish a positive image of the company. Secondly, we use the winter and summer vacations to organize employees' children to carry out corresponding social practice, going to welfare institutions, communities, difficult places, and places with very difficult communication conditions. Employees and children also participate in charity and get exercise. While cultivating their charity heart, they also do something for Telecom. positive publicity.

(8) Combined with overwhelming telecommunications club activities. At present, Telecom across the province has organized more and more trade union clubs (such as Tianyi Badminton, Yirunning Club, Reading Club, Photography Club, etc.) to guide employees to actively participate in fitness, reading and other activities. The activities have received positive responses from employees. It can be said that Greatly renewed the vitality of employees. However, it is a pity that there is a lack of ideas to combine club activities with production and operation, product promotion, etc. Our Yipay, Tianyi Cloud, hot-selling marketing products, 5G, number portability, etc. can be completely combined with the club for promotion, and can be organized and planned in club activities or major events (such as the Yima Marathon) For publicity, it is not enough to just promote China Telecom. It is necessary to promote specific products, hot spots, selling points, etc.

3. The copywriting must have positive energy.

You cannot attack competitors and comply with advertising laws, especially with pictures and text.

(3) Advertising copy promotion channels.

1. Concentrate on the advantages to create a unified propaganda caliber based on the local network. For example, there are too many WeChat public accounts, many updates are not timely, and there is too little content to form a joint force to promote Changsha Telecom. For example, Changsha Telecom (good content update persistence, poor content, random update frequency), China Telecom Changsha Branch (updated to April 1, 2019, basically only one message per month, frequency is too low).

2. The online publicity model uses WeChat public accounts, Moments, Weibo, Toutiao, Baijia accounts, etc. There is a separate publicity mode, and it is also necessary to use some soft articles to include various telecommunications advertisements at the end to achieve a subtle and silent effect.

3. Make use of major communities. Employees are active in major property community groups, student groups, parent groups, interest class groups, etc., and can post some advertisements as appropriate.

4. Newspapers, flyers, etc. Traditional media can still properly promote some holidays and important events.

(4) How to create viral publicity through copywriting.

For some major marketing products (such as unlimited traffic packages) or new technologies (5G), you can launch publicity and conduct viral publicity. The company releases the copy content. First, it organizes a large number of employees. There are tens of thousands of employees in the province, and each employee has many groups. It organizes everyone to send it in batches. Second, it organizes communication cooperation units and requires all employees of the cooperative units to send telecom copy. advertise.

In addition to large-scale forwarding, copywriting promotion must include message interaction, and select positive messages to interact with users.

(5) Organizational management and incentive system.

The execution and completion of any work and tasks of an enterprise will ultimately be reflected in the management and organizational level of the enterprise. How to organize and manage telecommunications products and marketing policies and service level publicity will be particularly important. important.

1. Provincial and municipal companies have separate departments to undertake and implement relevant publicity (such as party and mass departments). The counterparts in each department are generally general staff. They can also set up copywriting clubs similar to trade unions. For those who have ideas Our employees have established several copywriting creation studios, including animation and cartoon production, copywriting planning, art design, content editing, etc.

2. All kinds of new products and new applications should be used by employees and departments in advance as much as possible. Such as IPTV monthly programs, unlimited traffic packages, Tianyi Cloud Premium, Yipay (including investment and financial management, etc.), ICT industry applications, etc., and collect suggestions and questions from employees on application and experience, etc., and feed them back to relevant departments for improvement . Only when all employees participate in the application and stimulate enthusiasm can the product be more perfect.

3. It is necessary to set up a certain bonus or incentive model to encourage all employees to participate in the creation of copywriting and advertising related to telecommunications products, marketing policies, service guarantees, etc., and to provide material and spiritual incentives for the excellent copywriting adopted. In terms of material incentives, it can be provided through Yipay, which also drives the use and promotion of Yipay. For employees who are interested in copywriting creation, the company can organize relevant training on a regular basis to stimulate employees' interest and creativity. Experts are among the people, and the level of telecom employees should never be ignored.

4. The company promptly communicates all kinds of copywriting to all employees through hierarchical management according to relevant publicity plans and methods. All employees’ collective screen swiping will definitely create a shocking publicity effect. For example, 199 no-data package, 517 marketing policy, Internet of Things applications, 5G, etc., the company must publish excellent advertising copy in an organized and planned manner, and conduct corresponding publicity and promotion to all employees.

5. Different marketing policies can adopt different marketing methods. Through the evaluation of marketing effects, the effects of various marketing methods can be determined, so as to determine the optimal comprehensive cost-effective plan for subsequent marketing and publicity.

6. Creative value

1. Greatly stimulate the enthusiasm of employees to participate in the creation of advertising copywriting, improve the advertising copywriting planning level of employees, and discover various folk masters.

2. Greatly improve the publicity effect of telecommunications products and marketing, and enhance employees' high recognition of the company and a sense of collective belonging.

3. Reduce unnecessary advertising and marketing expenses to a great extent.

4. Improve the social benefits of telecommunications to a great extent and enhance users’ recognition of telecommunications.

5. Provide great assistance to the company in developing various businesses and achieving revenue.