My views on Nanxiong urban publicity

I have always been very interested in urban marketing. There are many such successful cases in Japan. I am very excited to see the Japanese succeed in urban marketing for their hometown towns and drive the economy of their hometowns. Even though the national conditions are different, even though it seems very middle-class, I am willing to give it a try and feel the different charm of this city.

Let me first talk about my understanding of urban publicity:

In addition to taking care of the city’s history and culture, development achievements and beautiful natural scenery, the most important thing for urban publicity should be Show the style of the city's citizen class. The greatest feature of a city should not be found in numbers or official reports. It shows the comfortable life of citizens, the excellence of the overall social environment, the natural continuation of traditional culture in citizens' lives, and the hope that young people face life.

Therefore, the focus of city marketing is not the promotion of the city, but multi-faceted publicity. There are many people with strong hometown complex who only accept positive publicity about Nanxiong. Once it involves negative publicity, they will become furious. . I think having this kind of hometown complex is not conducive for outsiders to understand Nanxiong. If you think about it, a outsider will never be interested in Nanxiong because of its long history, beautiful scenery and abundant food. Not only that, it is a great place. Guangzheng's publicity will have a negative effect - your home is the most beautiful in the universe, bullshit!

No one will be interested in a strange city without reason. What city marketing does is to stimulate this interest.

So how can we promote it to arouse the interest of outsiders? I think we just need to grasp one point - the contradiction! Contradiction is the first law of attraction.

Use the contradictory aspects of a city to promote, for example, Nanxiong has a long history but develops like a new city; Nanxiong has beautiful scenery but is unknown; Nanxiong has many delicacies but has unique tastes... Yes A sense of mystery didn't come immediately, but the curiosity to find out was aroused unconsciously.

This contradictory law of attraction comes from the character creation techniques of novels and dramas. Take our daily experience as an example, when we watch novels and movies, the ones we can still remember a month later are often those with the same characteristics. A contradictory character, rather than a great and omnipotent hero. Of course, people like this kind of contradictory characters the most. For example, the Joker in the American superhero Batman is more popular than the protagonist Batman. It is the Joker's character of both good and evil that is very attractive.

Therefore, to do a good job in urban marketing, we must abandon the strong hometown complex, look at the city from a new perspective, and show its unique charm.

Marketing generally refers to the packaging, promotion, and sales of products. Since it is for products, we must treat cities as products.

The marketing method of a product is to focus on its biggest and most attractive highlight and repeatedly promote it. The most taboo is to comprehensively promote the product features in detail, such as a certain product with photography as the highlight. For mobile phones, if the promotional copy says that the phone is good at taking pictures, making phone calls, and has a bright screen color, etc., saying so is equivalent to not saying anything. It will make it difficult for consumers to form an impression of this phone. If they cannot remember it, it will be difficult. Generate purchasing behavior.

Treating the city as a product, what are the highlights of Nanxiong that are worthy of emphasis and repeated publicity?

This comes back to my understanding of urban marketing: showing the comfortable life of citizens, the excellence of the overall social environment, the natural continuation of traditional culture in citizens’ lives, and the hope that young people face life.

Therefore, the focus of marketing must be people, Nanxiong people. What best represents Nanxiong, of course, is Nanxiong people. Only Nanxiong people can truly reflect the city of Nanxiong and its culture. .

Therefore, in the process of city marketing, we must downplay the history, scenery, and food of Nanxiong, and focus on reflecting the things about Nanxiong people.

In the final analysis, it is a question of universality. If you tell outsiders how beautiful Nanxiong’s scenery is and how long its history is... it’s so rhetorical, but if you put yourself in their shoes, you won’t be moved at all, because It is difficult for outsiders to have any contact with a strange city like Nanxiong, so it is difficult for outsiders to have feelings for Nanxiong. Therefore, in order for outsiders to have feelings for Nanxiong, they must use universal things to impress them.

The most universal thing among human beings is emotion - joy, anger, sorrow, and joy, which can transcend race, language, and country. When you introduce the sorrows and joys of people living in this city, outsiders will unnaturally relate to their own joys and sorrows. When he hears that people in that city work late into the night every day, he will think of himself. There were times when I worked so hard to pursue my dreams.

So I had an intersection with a strange city, developed feelings, and gradually wanted to understand everything about this city. At this time, if you introduce Nanxiong's beautiful scenery and long history... it will be effective and not cause resentment.