Clothing Promotion Can Also Be "Hyped" Need To Control The Fire.

Nowadays, hype as an unconventional means of integrated marketing communication has become the first choice for many enterprises to promote new products. And when many companies are in the rush, you will find that a successful hype case is often hyped up and controlled very well. If not, it will often outweigh the gains.

Alone speculation As far as the object is concerned, there is nothing more than a "name", which is the distinction between fame and reputation. The control of marketing hype is actually a game between popularity and reputation.

The general hype is guided by the famous fry, and the index for the reputation is as long as it can be controlled. Popularity is a necessary condition, and reputation is a sufficient condition. This is beyond doubt. Because only with the accumulation of popularity, reputation indicators will play a role.

A successful hype case is often a synergy between popularity and reputation. However, the situation of enterprises' hype appears to be in the wrong place, often due to the deviation of reputation and reputation.

This kind of lack of fire is generally divided into two kinds: one is that the enterprise is too famous for its popularity, but the reputation has been damaged. The amount of speculation is not guaranteed. The second case is that the enterprise is too rigid in maintaining the reputation, and the stimulation of the topic is not enough. The audience feels like a scratch, and the quality of the hype is not guaranteed.

The reputation of the left hand, the right hand reputation, of course, both hands must be hard. The author believes that effective control of hype should follow three principles.

　 Try to use positive hot topics to hype.

Many enterprises are In the light of When the reputation is hyped, many speculation activities will be mediocre because of the lack of characteristics of the concept, the influence of hype, the audience's aesthetic fatigue and so on. Therefore, the reputation is enough, but the popularity is not up. It has become a common situation that many brand enterprises do not hype enough.

A fashion brand in Guangdong has invited the rising sun's masculine endorsement hype to delight many people. First of all, the rising sun is full of topic. Just got on the Spring Festival Gala and made a big exposure. Then Wang Feng banned two people from singing the "spring" in the commercial performance, and then broke out Na Ying's opinion that the rising sun's masculine entry to the music list was "not enough". The mutual speculation between the grassroots stars and the strength stars made the rising sun masculine, and they constantly boarded the layout of the major entertainment editions. The rising sun is masculine, and it is not very rare to be a grassroots star who is red in the curse. More importantly, the masculine image of the rising sun is positive and positive, and has a good image in the public.

After the signing of the rising sun masculinity, the costume later sponsored the first documentary film of the rising sun, the ordinary wonderful film, which recorded their career in the north. Once online, it was popular with netizens. Click through rate has been rising, and the brand and its slogan "ordinary wonderful" have been fully exposed and recognized.

　 Speculation angle: not suitable for evil.

The angle of corporate speculation often determines the direction of the whole hype, and also affects the success or failure of speculation. According to the rule of good news and the regular propagation of bad news, effective speculation must first be another way of ramping, that is, we often say we do not take the unusual road.

According to the conventional speculation, a Topic of conversation We need heated arguments from the two sides to stir up the topic. However, the speculation of some enterprises has gone astray from the oblique Road: in order to stir up the topic as a social hot spot and attract news media coverage, they blindly provoke the public's moral standards and inherent values. Although fame has been heated up for a while, its reputation has dropped, and there has been a situation of besieged everywhere. For example, a lot of real estate's thunder ads: "house prices will not dive, just push ups", "if you can't give her a name, then send her a house" and so on. Standing on the opposite side of the public and being shouted everywhere, they are in a state of isolation.

In fact, hype is not uncommon in the United States. A comic star in America is hyped up by the Japanese earthquake, and wrote in micro-blog: "I just broke up with my girlfriend, but I am not worried, just like what the Japanese say:" there will be another one soon. " Once the micro-blog was released, the star became the target of public criticism and even lost the endorsement contract just signed. In China, it is not necessary to say that fan run's case is not a case.

The author thinks that there is a great relationship between enterprise beating position and enterprise standing angle: you can thoroughly kitsch, and stand in the same direction with the public, so you can get wide acclaim, but it is not easy to stand out. You can also stand on the opposite side of the public and become a public enemy, so that everyone can see you, but the risk is great, so it is easy to fall into ruin. Therefore, a lot of hype enterprises are always inclined. In this way, we can ensure that the station is out of position, which is generally concerned by the public, and has not lost everyone's support, because the public is more willing to correct you than to scold you for the general "skew" business.

　 Establishing real-time monitoring and quick response mechanism

Hype is a semi controllable behavior of integrated marketing communication. On the one hand, although enterprises can control the content of hype, but it can not completely control consumers' understanding of information, it is likely that there will be propagation errors in local speculation; on the other hand, as a low-cost marketing and communication mode, raising local topics to a social topic will necessarily rely on the power of mainstream mass media. However, under normal circumstances, the role of gatekeepers in the media can not control the orientation of information.

This means that the end of speculation is not the end of the whole information dissemination. The public opinion monitoring in the late stage and the quick response mechanism to deal with unexpected situations test the enterprise's hype skills.

Where is the information flowing? Does the trend of public opinion run counter to the original intention of communication? Corporate hype should first understand the state of public opinion. Once an exception is found, it needs to be dealt with immediately. Generally, there are basically two ways to respond quickly, either to cut the Gordian knot quickly and cut off the connection with the bad news quickly. This is suitable for the disadvantageous situation of adverse public opinion. It is either to take advantage of the situation and direct the direction of the topic towards its own direction, so as to put an end to the signs of potential danger.

In the final analysis, the ultimate goal of hype control is to advance the popularity and reputation. In many cases, this goal is only an ideal state. However, enterprises should combine the formulation of early strategy direction with the latter stage monitoring so as to achieve the expected purpose of speculation.