Brand building of zero distance column

Zero distance pays attention to building its own brand in all directions from the beginning of its establishment, and pays attention to strengthening, using, consolidating and protecting the brand in the operation process.

High-quality program content, novel packaging arrangement, and products.

On New Year's Day in 2002, "Nanjing Zero Distance" was launched, which brought historic changes to the industry. The new arrangement, unique hosting style and concern for the joys and sorrows of ordinary people have made the ratings of the newly-launched "Nanjing Zero Distance" column soar.

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

Column planners have strengthened their brands in various ways, creating several firsts in the industry: the first one used banners to promote his own media-the slogan "Nanjing Zero Distance is by your side" is often hung all over the streets of Nanjing; It was the first time to use airships to promote its own media-on New Year's Day in 2002, this column spent huge sums of money to rent airships and broadcast the program "Nanjing from the Air" live; June 65438+1October 65438+March, 2004, on the occasion of the second anniversary of the broadcast of the column, the column planned a large-scale live aerial photography activity of "Seeing Nanjing in the air again" to let the people "see Nanjing from another angle". This column also held a series of activities such as "Walking in the Zero Distance Community", from "Greeting in Spring", "Cool in Summer" and "Sending Cool in Autumn" to "Sunshine in Winter", with reporters, actors and residents performing on the same stage. It is also the first well-organized cultural performance for the community in China. In 2004, this column strengthened its activities and entered the community once a week. In addition to continuing the previous cultural performances, a "convenience community trip" was added-the column organized experts, doctors, well-known lawyers and home appliance repair companies to receive public consultation at the community site and provide free services, which reflected the purpose of the program: "Nanjing Zero Distance", right beside you. This column also holds free skills training courses for laid-off workers and migrant workers, teaching beauty, gardening, knitting, cooking, computer, housekeeping and other technologies. There is also a well-known slogan in this column-"You have a holiday, we will not rest". Whenever there are long holidays such as Spring Festival, May Day and National Day, a "holiday emergency service team" will be organized to provide services such as home appliance repair and medical care for the public.

In addition, this column also held activities such as "Sending movies into the community", "Ten news examples of zero distance", launching the DV photography contest of "Shadow of Spring", inviting laid-off women workers to watch movies for free on March 8, and cooking contest of microwave oven recipes. Through such a series of activities, the column effectively consolidated the brand, improved the gold content of the brand, and the audience's satisfaction and loyalty were far higher than other similar columns. At the same time, it also effectively uses the brand and exerts its extended value.

Attract people to participate in planning, innovation and brand consolidation.

At the beginning of the broadcast of Nanjing Zero Distance, a special team of supernumerary reporters was recruited-photographers from wedding companies with DV cameras were invited to provide social news for the column, and the effect was very good. A lot of fresh news was not shot by reporters in this column, but provided by this non-professional team. It is understood that there are thousands of registered supernumerary journalists. This also makes the column always have strong competitiveness and maintain strong vitality.

Since New Year's Day, 2004, the interactive mode of entertainment programs has been introduced into the column: a link of "Happy Delivery in 2004" is added every day, and the live broadcast car enters the community, knocking on the doors of ordinary people at random, asking them to answer a question related to the program of the day, and sending gifts worth 1000 yuan. Although there are different views on this attempt in the industry, it objectively improves the ratings, and according to opinion polls, most viewers like this way very much, thinking that they may get unexpected surprises while watching the news.

Comprehensive embodiment of column brand effect

Higher ratings have brought great advertising effects. In 2003, the advertising time of Nanjing Zero Distance was invited for bidding, and as a result, three companies jointly won the bid at a price of 50 million yuan. In 2004, the buyout price actually exceeded 100 million, creating the highest record of advertising revenue of local TV news columns; In 2006, the advertising revenue index remained above 1 100 million yuan. A "short message news club" has also been established in this column, and viewers who fail to see zero-distance TV news in time can subscribe to news through their mobile phones. The income of this derivative product is also considerable. On June 5438+ 10, 2005, Nanjing Zero Distance Column, Jiangsu Variety Channel, Jiangsu Traffic Broadcasting Network and other units jointly planned the activity of "Seeing Karen Mok's performances and going to Hong Kong for free", taking advantage of the media's propaganda advantages and the audience's brand loyalty to the column to enter the performing arts market. At present, the social response is very good.