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5 minutes a day, solve a business problem. Welcome to Liu Run 5-Minute Business School, which is a practical chapter.

Opportunity marketing is really interesting. It happens that the company will release a new product recently. You also want to try "opportunity marketing", but you find there is no chance to borrow it. You can't wait for an opportunity to release it. What should I do?

To solve this "how to do" problem, we must first understand its essence. Leverage marketing is good, but its timing and topicality are beyond your control. If you have to do something at a certain time, you will often find that there is nothing to borrow. At this time, you should know whether your brother is "marketing by taking advantage of the situation" or "marketing by creating momentum".

Concept: momentum marketing

What is "momentum marketing"? It is by actively manufacturing events that widespread concern is aroused, and thus the potential energy of communication is obtained.

Let me give you an example.

Du Zijian is a famous businessman. He makes his own wine. In order to market wine, he sent a Weibo said:

I have a pot of wine, enough to comfort the dust. I especially like these two sentences, and I always want to continue, but I hate my lack of talent, so I have to ask for help from netizens! Give me a hand. I'll deliver the wine. I will send the best Lafite.

After I saw it, I couldn't help but continue to say two sentences:

"I have a pot of wine, enough to soothe the dust. Heaven please * * * drink, not alone. "

Not bad, is it? I am proud to post this sentence. But seeing the sentences of netizens, the whole person is not good. They wrote this:

"I have a pot of wine, enough to soothe the dust. Enjoy the rivers and seas and give drinks to everyone in the world. "

"I have a pot of wine, enough to soothe the dust. You are young when you are drunk, and China when you wake up. "

This momentum, this vicissitudes. No way! This does not represent my level! I couldn't help writing it again. Du Zijian, a Weibo with less than 100 words, left a message of 30,000 and forwarded it to 65,438+10,000, which was huge.

Use:

This is "momentum marketing". When there is no borrowing potential, you can build momentum. But building momentum does not mean that we must make a big splash and invest a lot. The core of momentum marketing is to find a "fulcrum" and then use the least effort to incite the communication potential of the public. Today, let's learn about the three fulcrums of "momentum marketing".

First, the novel fulcrum.

Nobody cares which company your boss went to and who shook hands with. Only things that are "novel" to the public can easily form communication potential energy.

On 20 15, a robot named "Jiao Jiao" was officially employed in some branches of Bank of Communications. You ask her, "Can we take a picture together?" She would say, "Come on, I'm waiting. I must use Mito Xiu Xiu! " You ask, "Jiao Jiao, I want to deposit 500,000 yuan." She said, "Local tyrant, I am willing to be your friend."

This intelligent robot is novel and has caused great spread. Many people posted videos of themselves flirting with Jiao Jiao to a circle of friends, which triggered a big discussion about whether there was a human customer service remote answer behind Jiao Jiao.

Second, the fulcrum of suspense.

Curiosity is the greatest motivation for human learning. To create potential energy with curiosity, we must shake the "suspense fulcrum".

One day, a photographer sent Weibo and said:

"A giant circle was found on the Gobi Desert about 3 hours' drive from Xining! The rings and lines are very regular, precise and symmetrical, and the gully is deep, with a visual inspection of 3 ~ 5 cm. "

With pictures.

This Weibo has aroused the curiosity of 962,000 people. A week later, Phoenix Video sent Weibo saying:

"The pattern is not only a regular circle, but also a complex and symmetrical pattern. A very regular giant pattern cannot be artificially made in a short time. "

Things continue to ferment, causing great concern and speculation from the media and the public.

When everyone's curiosity was attracted to the climax, BMW stood up and admitted that it was a graph formed by three BMW 1 system plus navigators under precise control. Create a huge momentum.

Third, the fulcrum of the dispute.

There is a saying in the marketing circle that "without controversy, there is no marketing". Controversy, relatively fierce competition, evenly matched, it is easy to shake the public's eyes and take sides.

In 2000, Nike made an advertisement suspected of racial discrimination for the Olympic Games, which caused global controversy. Despite the constant abuse, Nike succeeded in stealing Adi's thunder.

Later, Nike made an advertisement saying that female track and field athletes were chased by texas chainsaw massacre. Because of disrespect for women, I have always called names, but I am still famous.

Later, Nike thanked the infamous American police with a 30% discount during the "Police Day Week" in the United States, which caused severe condemnation from the public, and Nike had to issue an urgent statement to apologize.

Every controversy and apology contributed to Nike's popularity. This "exploratory mistake" played by Nike is "controversial marketing".

For large companies, it is difficult to handle the discretion of controversial marketing. For small companies, the second place scolds the first place, small companies set up large companies, and individuals sue big brands, which are all common means of controversial marketing.

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Borrowing marketing is passive marketing; Creative power marketing is an active marketing.

Its core is to find a fulcrum to incite the potential energy of mass communication to jump from the traditional communication strategy of 1+ 1=2 to 1x 1= 100. Today, we learned three fulcrums of "campaign marketing": novel fulcrums, suspense fulcrums and controversial fulcrums.

Ok, that's all for today's "What to Do". What fulcrums have you seen that can incite the spread of potential energy?

Welcome everyone to share in the message area and work together with you. You are also welcome to share this article with your marketing friends and help them create a wave of momentum.

Everyone is his own CEO. This is the 49th day of your career growth. Looking forward to your progress!