What exactly is hot marketing?

To put it bluntly, hot marketing is "rubbing hot spots". Enterprises combine their own brands or products with widely concerned social news, events and celebrity effects to achieve the purpose of promoting product sales or brand promotion.

In the United States, there is a classic hot marketing case:

Miki used Hillary's underwear news event for marketing.

On one occasion, US President Bill Clinton and First Lady Hillary Clinton went to Japan for a state visit. Because it was windy that day, the skirt was blown up, revealing yellow underwear, which was just photographed by the photographer. The photographer contacted Miki underwear and released the photo news of "The first lady's spring leaked, precious underwear loves Miki", which was widely concerned and spread. Miki underwear got a good exposure opportunity, and the publicity was not strong.

Durex is also an expert in hot marketing:

Hot spots of iphone7:

Hot spots of rainstorm in Beijing:

The above two Durex cases are both good hot marketing cases, and Weibo's two transformations have paid attention to hundreds of thousands.

Hot marketing is a good marketing method for enterprises to promote communication, but the following points should be paid attention to when planning:

1, analyze whether the hot spots are consistent with the brand value proposition, and don't rub inconsistent hot spots.

2. Find the characteristics of hot events, analyze the characteristics of their own brands and products, and match them to produce a carrier with communication value. In order to achieve the purpose of expanding exchanges.

3. Hot marketing should be novel. What others can think of, you'd better think again

"Create an original article every day to teach you to rub hot spots", pay attention to WeChat official account "Marketing Flight", by Mu Xiaodou.