October 27th, borrow "problem star" to carry out Marketing The basic approach is to properly isolate the brand and make use of it only. network The popularity of the red man.

Some time ago, two news items attracted much attention. First, the "Shoushou gate" protagonist Zhai Ling continued to follow his advice. Online games "Journey to the west", signing the cool 6 network to take the Beijing auto show as a guest host after the official comeback, and once again served as cool 6 network during the world cup original program host. Another is, Feng Jie, stewardess (Sora Aoi) and sister Furong, the three sisters on the same platform to attend the long swim net's online game "warrior OL" press conference. It is easy to see that many enterprises are avoiding the "problem stars" such as Feng Jie, Sora Aoi, Shoushou and so on, but now they have become the favorite food and cake of enterprises.

Interpretation of the vicious circle of scandal Economics

Why is the problem star with high concern and low reputation still having marketing value? Maybe Sleeper Effect can explain this phenomenon. "People usually remember what they say, but they forget who said it." This is a classic description of dormancy effect by a famous American communicologist, Hough. Generally speaking, it is mainly the law of non equivalence, the law of delay and the rule of distance.

Non equivalence rule. Consumers' preference for "problem stars" is not equal to product brand preference. In the classic AIDA (attention interest desire action) marketing communication rule, the value of "problem stars" lies in their high degree of attention, which is also their most important resource advantage. They only act on the level of attention, while the role of Internet Celebrities is fading away, and the factors such as product quality and after-sales service become the main factors that affect the attitude of the final product.

The significance of the non equivalence rule is that it separates the two variables of "problem star" attitude and product attitude, and provides the possibility space for the "problem star" value embodiment.

The law of delay. The audience's evaluation of the likes and dislikes of "problem stars" is immediate and occurs with the occurrence of marketing activities, but the purchase intention and behavior of products are often lagging behind. On the one hand, the time gap will make the advertising as the source of information gradually estranged, and the impact of information sources on consumers will begin to "dormancy". On the other hand, there will be other new information that will affect consumers' attitudes and decisions during this period. For example, the product's vigorous promotional campaigns can dilute the annoying ingredients in marketing communication as a new positive information, and shift the focus of consumer attention to promotion.

Space distance rule. Due to the partiality between "problem stars" and brands, the distance between them becomes another important factor for the dormancy effect. "Close to worry, far away is ineffective". Only by ensuring moderate distance can we bring high exposure to "problem stars" on the one hand and bring high frequency exposure to brands. On the other hand, we can also avoid the harm of low reputation to brands. Under normal circumstances, finding a medium between "problem stars" and brands is a way of advertisers' preference, and let the media be a fuse for risk transmission of "problem stars". {page_break}
 

The four strategy: Turning rotten into magic.

In fact, "problem stars" do not lie in the use, the key lies in whether they will be used. The general principle of developing the marketing by using "problem stars" is based on the premise that the brand image is not affected. The basic approach is to create an appropriate isolation from the brand, and only use the high reputation of Internet celebrities to develop marketing. "Problem stars" are mainly used in two aspects: first, the brand of small and medium-sized enterprises that want to rapidly increase their popularity; the two is the brand new product launch or the planning of a marketing activity. I have summed up four strategies as follows:

Reverse method: reverse method refers to the net red man who deliberately refers to negative image in brand communication, but uses it in a critical or neutral way. For example, on the Internet, sister Furong wanted to endorse Coca-Cola and spread it very fast. But then, when the newspaper reporter asked the relevant person in charge, the official immediately said, "even if you don't want money, you don't want it".

Similarly, Feng Jie, who has attracted much attention in recent times, posted on Baidu post bar that "I woke up today and dreamed of being killed by the genie of World of Warcraft, and I was interested in endorsing World of Warcraft", which triggered more than 120 thousand amazing returns. The discussion on Sina micro-blog is also in full swing. Whether it is curse or satire, at least this thing has been widely concerned, which has produced a certain value.

Curve method: curve method is not directly linked to the network red people, but an indirect connection, to find a medium to act as a fuse. When the brand has a larger distance from the red people, consumers' association with Feng Jie will not affect the brand image. The most obvious case is BBK music mobile sponsorship of "if you are the one". It can not be denied that these "problem stars" of Ma Lo and Yan Fengjiao have won high ratings for "if you are the one", but it is obvious that viewers will not be negatively evaluated on BBK music phones. People will know BBK music cell phone for "if you are the one", not Ma Lo. {page_break}
 

Leveraging Law: This is a straight line strategy. Enterprises directly use the "problem stars" and do not use the high visibility of "problem stars" without any secrets. Most of them are online games, TV programs and even movies, because they are all entertainment products, and consumers pay attention to and participate in entertainment. Because the audience's mental state is to see lively psychology, and the focus of attention is not the brand of the enterprise. But brands can achieve brand exposure through consumer concerns and enhance their popularity. For example, long swim network's online game "warrior OL" invited Sora Aoi to attend his press conference, the press conference has not yet been held, and the media has been hyped up. On the day of the launch, the event was also on the front page of sina, Sohu and other portals. The game was hard to ignore.

What we need to note here is that the Ministry of culture has sent a letter in July 6th calling for an urgent halt to vulgar marketing in the online game industry. Therefore, this method will make the enterprise gain eyeballs and face great social moral risks.

Amnesty Law: in fact, it is a positive and negative hedging strategy, that is to say, enterprises put "problem stars" in the whole public welfare activities. Use the attention of "problem stars" to attract media and public attention, and then use positive values to hedge against the negative effects of "problem stars". For example, in May 17th, ZTE World Expo invited Ma Lo and Olympic champion Zhong man to become the 3G volunteers of the Expo. On the official website, he announced the positive image of Olympic champions and World Expo volunteers, plus the popularity of Ma Lo.

It can be seen that the biggest marketing value of "problem stars" lies in the high degree of attention they can aggregate, making full use of this valuable resource, and enterprises can achieve the ultimate marketing purpose.