Zero distance marketing model

Positioning is the way to win

The program must have a precise positioning. The slogan "Nanjing Zero Distance, Right by Your Side" is a good interpretation of positioning, and Nanjing citizens are the protagonists of the program. The closeness to the masses has greatly broadened the news horizon of Zero Distance. Every day, Zero Distance, with three sections and twenty or thirty articles involving social events, life complaints and practical information, reproduces ordinary citizens' lives in a three-dimensional and faithful way through the expression of events, processes and details. In terms of reporting angle and posture, the program also strives to be close to people's lives and psychology, which stimulates the audience's viewing psychology. The report no longer appears with a straight face, showing a strong human touch.

the program sets the stage, and the mode of singing opera

takes the people as the center. Direct attack on the scene is the basic format requirement of TV news, but it is a new mode for ordinary people to shoot news. Zero Distance should broadcast at least 25 to 3 news items in the 6-minute program produced every day. This guarantee is provided by dozens of journalists and more than 1 people's photographers besides the program itself. Therefore, the reporters of Zero Distance often arrive at the scene before the fire alarm and 11, because when something happens, the citizens will call Zero Distance first.

real live news. "Zero Distance" has been broadcast live since its launch. From the studio live broadcast to the voice connection between the host and the live reporter, the live satellite broadcast of news events is finally realized. Only when advanced technology is combined with the professional attitude of column staff can it play a full role. "Zero Distance" put the interview and production of the program into a 24-hour cycle and took the lead in "catching" the night news. So Zero Distance has two "many": more reporters and more actual sound. Journalists who appear in the camera, accounting for about 2% of the total number of journalists, speak directly at the scene, giving the audience a psychological feeling of "zero distance". Comment on news. The success of Zero Distance largely comes from its unique operation mode, especially the personalized hosting and comments displayed by the host in sufficient space. There is a newspaper reading section in Zero Distance, which was originally the program form that didn't conform to the characteristics of TV, but it became the most popular content in the program. It was up to the host to decide which newspaper to choose and which news to read, among which personalized comments played the biggest role. The content of "People's Livelihood News" determined the attitude and way of comments on Zero Distance.

listen to the news. The program not only has many vivid live pictures, but also a lot of news information in the form of subtitles. Government activities and conference news are often compressed at the bottom of the screen and appear in the form of scrolling subtitles. The trinity of "seeing, listening and reading" channels virtually increases the amount of information obtained by the audience. As far as the content is concerned, these news information extends from the government level to the economic level and the life level. While expanding the amount of information, it regionalizes the information and serves Nanjing people "zero distance".

Baldheaded host, showing personality

Baldheaded Morphy became the first bald news host in China, and even the first bald brand.

Morphy explained the image of a host of "People's Livelihood News": he is a flesh-and-blood person, not a simple spokesman and broadcasting machine, and he also has his own emotions and can sing with the audience. Passionate, denouncing darkness, witty remarks, hitting the nail on the head, and being brave in self-mockery ... These are the most intuitive feelings of Nanjing audience for Morphy's hosting. Morphy belongs to the image of the common people, and his hosting style also bears the color of the common people, which coincides with the idea of Zero Distance's livelihood news. He is not an authority and expert. When there are mistakes in the program, the audience will criticize him and apologize to the public in time for the mistakes in the program. Morphy, the host, was affectionately called "the son of the citizen" by the citizens, so Morphy, the host, ranked second in the online selection of "Top Ten Excellent TV Program Hosts in China".

integration and promotion to make up the exposure

Zero Distance not only emphasizes the commonness of the program, but also attaches great importance to audience participation. There are live interviews with people every day in the program: the mayor of Nanjing talks about the new development of Nanjing in the studio, some old artists introduce their ancestral skills of tying lanterns, and the old lady who sells vegetables performs live how to sell vegetables by singing instead of shouting. Tell your opinions to the host through the on-site hotline. In addition, the on-site hotline has also become a two-way interactive channel for citizens to reflect their problems and programs to provide services to the public. During the Spring Festival, "Zero Distance" column set up a "Zero Distance Program Emergency Service Team" in conjunction with hospitals and electrical maintenance departments.

community trip is a successful experience in brand promotion of Zero Distance. The main contents of the column community trip include repairing household appliances for ordinary people, providing legal aid, accepting on-site consultation and other services. In order to help laid-off workers and some people's difficulties, more than 2 periods of free skills training for laid-off workers organized by the column are deeper services. In addition to services, every time Zero Distance enters a community, members of the column group, outstanding literary and art workers from provinces and cities and community residents perform on the same stage. When the audience in Nanjing watches the program Zero Distance every night, they will see the column team walk into various urban areas of Nanjing and visit the audience who are watching the live broadcast of Zero Distance at home through random sampling.