Fantasy

I. Creative Title: Innovative Suggestions for Copywriting of Operators' Products and Marketing Policies

Second, the creative background In recent years, in order to cope with the increasingly fierce market competition, the company has launched many products and marketing policies, and all employees are also required to set up stalls for publicity. It is found that our company's propaganda mode for telecom products and marketing policies is still relatively traditional and cannot reflect the level of a large state-owned enterprise. It is estimated that it is difficult for most people, especially young netizens, to achieve exciting or refreshing publicity results. Similarly, in view of the previous floods and hot weather, our maintenance personnel overcame the difficulties that ordinary people could not overcome in order to ensure the communication needs of users, and these did not take the opportunity to form a good copy of the positive energy propaganda of society, thus gaining the understanding and * * * * of users, and then generating more confidence and goodwill for telecom products and services.

Third, creative plan.

The competition in the communication market is fierce, and the homogenization of products of different operators is becoming more and more serious. The urgent task is to stand out from the competition, package telecom products and after-sales service, and make use of telecom employees to carry out organized and planned publicity.

(1) keeps pace with the times and attaches great importance to the planning and writing of copywriting.

Even the most competitive products still need good copywriting to promote, while homogeneous products need excellent copywriting to support and promote. At present, relatively speaking, whether it is telecom product promotion, marketing policy promotion, maintenance of typical deeds promotion or enterprise positive energy promotion. , indicating that insufficient attention is paid to copywriting. On the contrary, they are more keen on the traditional marketing model of all-staff marketing and setting up stalls more than ten years ago. Society is changing, especially in the era of mobile Internet and internet plus. Our propaganda means must keep pace with the times. Our telecom has never lacked talents, only the system and mechanism that can stimulate employees' creativity.

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

For so many years, the propaganda and planning of telecom has never formed a continuous and systematic propaganda and planning, which is not close to the people and grounded, and does not cover all kinds of people. I think we can consider and improve from these aspects:

[If! SupportLists] 1, [endif] Promote telecommunications with cartoons. Using celebrity endorsements is risky, costly and unsustainable, and only suitable for short-term product endorsements. Cartoon characters are tenacious and always young, which can attract people in a wide range, especially from children. Can cartoon telecom logo, telecom mobile phone, telecom broadband, Internet of Things, ITV, the upcoming 5G service, etc. , even customer service 10000 beauty representative, excellent sales staff, excellent community maintenance manager, etc. Anime characters are inseparable from anime stories. Copywriting needs to be based on the characteristics of products and services, and prepare various animation copywriting with localized characteristics. Four-grid animation, two-dimensional animation and following network hotspots have spawned series, just like a series of comic dramas. The cartoon image is more intimate with the people, lively and lovely, which can be said to be suitable for all ages. If it is done well, it can also form a telecom gift product chain of cartoon characters, such as telecom cartoon dolls, pillows, key chains, mobile phone cases, cartoon umbrellas, cartoon stationery and so on. Combined with the characteristics of telecom products, it is interesting and easy to publicize to re-create cartoon characters with emoticons and characters and forward them through chat tools such as WeChat Alipay.

2, wonderful copy must keep up with the times, keep up with the hot spots, keep pace with the times, can be considered from several aspects:

(1) solar terms and festivals. Don't miss any holiday, including Spring Festival, New Year's Day, Valentine's Day, Women's Day, April Fool's Day, Dragon Boat Festival on May 1st, Youth Day on May 4th, Children's Day, Father's Day, Qixi Festival, Double Ninth Festival, Mid-Autumn Festival, National Day, Christmas Day and 24 solar terms. Copywriting should be compatible with festivals, and it can be combined with animation, Hunan local culture and festival characteristics.

(2) Closely integrated with 5 17 Telecom Day, Tianyi Exhibition, Internet of Things, Telecom Terminal Exhibition, etc. Create a special festival belonging to telecommunications. Telecom Day 5 17 is actually very beneficial to our telecom company. "Telecom Day" is a holiday of China Telecom, but for more than 10 years, we still haven't jumped out of the traditional mode of all-staff marketing and distributing leaflets. We need innovative thinking. At least you can organize employees to send more soft texts and other copywriting to publicize. We can also cooperate with Tmall JD.COM to form a special telecom consumption festival 5 17. Join hands with various communication partners to create the latest technologies such as Telecom Day Summit, 5G development, driverless, AI artificial intelligence through local TV media. This telecom day 5 17 will be colorful, not just selling cards and broadband.

(3) With the help of current affairs industry hotspots. Almost every year, there are floods and high temperatures. In this process, how telecom operators overcome difficulties to get through communication and ensure users to provide high-quality network services can form various typical touching stories, which will be publicized by employees and various media to erect a good image of telecom and arouse the public. In the face of communication fraud, how can Telecom protect itself by various means, deal with the strictness of opening an account in real-name registration system, and greatly reduce and prevent all kinds of communication fraud? Tianyiyun can properly publicize the pictures of IDC computer room and the bearing situation of major customers. Hunan Telecom has undertaken many large-scale government projects through ICT technology. Skynet project and emergency command system are typical projects, especially skynet project, which have played a very important role in preventing and solving crimes by the government. The use of skynet project to solve some criminal cases and carry out telecommunication publicity for some social hotspots has played a great role.

(4) Combine film and television drama with star effect. People are always very keen on gossip and TV star hit dramas, so we should promote telecom products and services in time in combination with fashion trends. For example, if a star cheats, we can launch a copy that only China Telecom will always provide you with services and care, and launch "In the name of telecommunications ...", "Do you know whether telecommunications will open 5G" and "Do you know whether telecommunications will provide a smart community" and so on, combined with the TV hit drama in the name of people.

(5) Teaching popular science dissemination, etc. Telecom, as an integrated operator, carries out public welfare popularization of broadband and mobile communication knowledge, and publicizes it in the form of love and listening-how many links will broadband internet access go through, what hard efforts telecom operators will make to ensure smooth internet access in the future, and so on. Thereby enhancing the positive energy and social image of telecommunications. Using the telecom building of Lotus Garden, we can provide a complete telecom exhibition hall with wired and wireless, organize employees and children, and even organize visits and telecom publicity in major primary and secondary schools.

(6) Adapted from classic poems of traditional culture. Nowadays, more and more attention is paid to traditional culture, and Chinese poetry conferences, classic poems and other programs are very popular in society. Telecommunications can also be combined with traditional cultural poetry to carry out innovative copywriting, which should arouse heated discussion in society. For example, the copywriting plan of Didi Chuxing: "One tree, one bodhi, one drop of life", "I woke up briskly in this beautiful spring morning and looked everywhere. But now I remember that night, that storm, there were many drops. " "There is no doubt that there is no way, Didi will send me to my residence."

(7) Combined with public welfare activities. At present, more and more enterprises participate in public welfare undertakings, especially in student-aided activities. By sponsoring students, especially those who won the college entrance examination, we have achieved great social benefits and established a positive image of the company. Secondly, organize employees and children to carry out corresponding social practice in winter and summer vacations, and go to welfare homes, communities, difficult places and places with very difficult communication conditions. Employees and children also participated in public welfare exercises, cultivated public welfare, and made positive publicity for telecommunications.

(8) Combined with the overwhelming telecom club activities. At present, more and more trade union clubs (such as Tianyi Badminton Club, Wing Run Club, Reading Club, Photography Club, etc.). ) has been organized by the provincial telecom to guide employees to actively participate in fitness, reading and other activities, and the activities have received positive responses from employees, which can be said to have greatly renewed their vitality. But unfortunately, there is a lack of ideas to combine club activities with production and operation, product promotion and so on. Our wing payment, Tianyiyun, hot-selling marketing products, 5G, port number transfer and so on can all be promoted in combination with the club, and can be organized and planned in club activities or major events (such as the first marathon). It is not enough to promote China Telecom, but to promote specific products, hot spots and selling points.

3. Copywriting must have positive energy. Can't attack competitors, in line with the advertising law, especially illustrated.

(3) advertising copy publicity channels.

1, concentrate advantages to create a unified propaganda caliber based on the local network. For example, there are too many official WeChat accounts, many updates are not timely, and the content is too small to form a joint force to promote Changsha Telecom. For example, Changsha Telecom (the content is updated well, the content is poor, and the update frequency is random) and China Telecom Changsha Branch (updated to April 20 19 1, basically there is only one message every month, and the frequency is too low).

2. Online publicity methods include WeChat official account, friends circle, Weibo, today's headlines, Baijiahao, etc. There is a separate publicity model, and it is necessary to bring all kinds of telecom advertisements to the end through some soft articles to avoid trouble.

3. Use major communities. Employees are active in major property communities, students, parents and interest classes. , and can publish some advertisements as appropriate.

4. Newspapers, leaflets, etc. Some holidays and important events can still be properly publicized by traditional media.

(D) How to carry out viral propaganda in copywriting.

For some major marketing products (such as unlimited traffic packages) or new technologies (5G), you can launch publicity and carry out viral communication. The company publishes the contents of the copy. First, it has organized a large number of employees, with tens of thousands of employees in the province, and each employee has many groups to organize everyone to deliver them in batches; The second is to organize communication cooperation units and require all employees of the cooperation units to send telecom copy advertisements.

In addition to large-scale forwarding, copywriting propaganda should also have message interaction, and choose positive messages to interact with users.

(5) Organization management and incentive system.

The implementation and completion of any work and task of an enterprise is ultimately reflected in the management and organization level of the enterprise. How to publicize telecom products, marketing policies and service levels in an organized and managed manner will be particularly important.

1. Provincial and municipal companies have separate departments to undertake and implement relevant publicity (such as the Party-Mass Department). Each department is generally a comprehensive member, or a copywriting club similar to a trade union can be established. For employees with ideas, several copywriting studios can be set up, including cartoon production, copywriting planning, art design, content editing and so on.

2, all kinds of new products and applications, as far as possible in advance from the employees and departments to start using. Such as IPTV monthly programs, unlimited traffic packages, Tianyi Cloud * * * enjoyment, Wing Payment (including investment and wealth management, etc. ), ICT industry applications, etc. , and collect suggestions and questions about employee application and experience, and feed them back to relevant departments for improvement. Only when all employees participate in the application in a large number and stimulate their enthusiasm can the product be more perfect.

3, set up a certain bonus or incentive model, encourage all employees to participate in telecom products, marketing policies, service guarantees and other copywriting and advertising creation, which is a material and spiritual incentive for adopting excellent copywriting. Material incentives can be completely stimulated by wing payment, which also promotes the use and promotion of wing payment. For employees who are interested in copywriting, the company can organize relevant training regularly to stimulate employees' interest and creativity. The master is in the private enterprise, so don't ignore the level of telecom employees.

4. According to the relevant publicity plan and means, the company will timely convey all kinds of copywriting to all employees through hierarchical management, and all employees will brush it collectively, which will definitely cause the shocking effect of publicity. Such as 199 no-traffic package, 5 17 marketing policy, internet of things application, 5G, etc. The company should publish excellent advertising copy in an organized and planned way, and promote all employees accordingly.

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

Sixth, creative value.

1, which greatly stimulates the enthusiasm of employees to participate in the creation of advertising copy, improves the planning level of employees' advertising copy, and excavates all kinds of folk experts.

2. Greatly improve the publicity effect of telecom products and marketing, and enhance employees' high recognition and sense of collective belonging to the enterprise.

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. It is very helpful for the company to develop various businesses and complete income.