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在重庆做好活动策划的4个关键动作,这些你都清楚吗?

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在重庆做好活动策划的4个关键动作,这些你都清楚吗?

发布日期:2018-10-06 作者:重庆创意策划 点击:

YITIDAOHUODONGCEHUA,YEXUZAIHENDUORENXINMUZHONGZHISHIYIWEIZHEZHUANFACHOUJIANG、JIZANYOULI、CUXIAOMAIZENG,ZAIHENDUOZHENGHECHUANBOFANGANZHONG,HUODONGCEHUACHABUDUODOUSHIYIGEJILEIBANDECUNZAI,BIBUKESHAO,DANSHISHIZHIWUWEI,RANHOUJIUSUIBIANYINGFUYIXIA。

699彩票开户NEIMEHUODONGCEHUASHIYONGLAIGANMADE?ZHISHISHEJIYIGECUXIAO?HUOSHINAYIXIEHAOWUXIYINLIDEJIANGPIN,YOUDAOYONGHUCANYUYIXIEKUZAOFAWEIRUTONGBAICHIYIBANDEZHENGJI、ZHUANFA、DIANZAN?

699彩票开户SUOWEIHUODONGCEHUA,ZHISHIXIANGGEHUODONGZHUTI,DINGGEHUODONGSHIJIANHEDIDIAN,SHEJIYIXIAHUODONGLIUCHENG,ZUIHOUNONGDIANJIANGPINJIUWANSHILE?

一个企业的营销活动,应该具备三大功用:




ZHEIYESHIHENGLIANGHUODONGCEHUAHAOHUAIDEBIAOZHUN,YAOCONGYONGHUJIAOHU、JIAZHITIYAN、XIAOFEIZHUANHUASANGEWEIDULAIJINXINGSHEJI。

JIANDANYIDIANSHUO,ZUOHUODONGJIUSHIYAOHUOQILAI,DONGQILAI。

699彩票开户SHOUXIANRANGPINPAIZAIXIAOFEIZHEXINMUZHONGHUOQILAI,HUOHUAPINPAITIYAN,TIGAOPINPAIDEHUOYUEDU,CUJINXIAOSHOUZHUANHUA。

QICISHIZAIHUODONGCEHUADECHUANBODONGXIANSHEJISHANG,RANGPINPAIDONGQILAI,QIAODONGGENGGUANGFANDEYONGHUQUNTI,ZHIZAOSHEHUISHENGLIANGHEYINGXIANGLI。

国人造字,形意相融,将活动二字拆开来看,水、舌、云、力,这4 个属性,就是做好活动策划的4个关键动作。

重庆活动策划

1、从舌——话题优先

699彩票开户XIANXIAHUODONGZUIDADEWENTI,ZAIYUTAYOUSHIKONGXIANZHI。

SHIJIANDECUNZAIXIANZHIHUODONGCHIXUFAHUIYINGXIANGLI,YICIXIANXIACHANPINFABUHUI,CHIXUSHIJIANZUIDUOYEJIUJIXIAOSHI,DANZAIWANGLUOSHANG,WOMENQUEXIWANGTADEREDUNENGGOUCHIXUBEIXIAOFEIZHEGUANZHUYIGEZHOU、YIGEYUE,RUHEZUODAO?

699彩票开户KONGJIANDECUNZAIZEXIANZHIHUODONGCANYURENSHU,JIUSUANNIHUODONGXUANZHIDIDIANZAIDA,CANYURENSHUYEJIUJIBAI、JIQIAN、JIWAN,ZHEIYIJINGSHIJIXIAN,NEINIZENMEYINGXIANGMEIYOUDAOCHANGDEJIBAIWANREN?

前几天,锤子科技在鸟巢举办的515新品发布会699彩票开户,参与人数达到37000人,据称这是今年全球规模最大的一场发布会,但到场的也就是几万人而已,而围绕着这场发布会前后的预热、炒作、持续发酵,则估计影响了上亿人。

所以活动不光是用来线下参与的,也是用来线上谈论的。动手动脚很重要,动口更重要。

699彩票开户HUALEJIBAIWANQUZUOHUODONG,LIYECHULE,QIANYEHUALE,ZUIHOUQUEMEIYOUJIANCHUYIDINGDIANLANGHUA,MEIZAISHEJIAOMEITISHANGXINGCHENGYIDINGSHENGLIANG,CHULEDAOCHANGDERENYIWAI,QITARENGENBENBUZHIDAOFASHENGLESHENME。NEIJIUWANQUANSHILANGFEI,SHIJINYIYEXING。

SUOYIZAIHUODONGCEHUAZHICHU,JIUYAOSHEJIQIADANGDEHUATIDIANJIDAOXIAOFEIZHE,RANGTAMENYUANYIGUANZHUNI,TANLUNNI,BINGQIEWEINIFASHENG。

2016NIAN7YUE8RIZAOSHANG8DIAN,XINSHIXIANGGONGZHONGHAOFABUXIAOXI,BEIDAGUANGSANDIDEPENGYOU,ZHIYAOXIADINGJUEXINSHUOZOUJIUZOU,XINSHIXIANGJIUHUISONGCHU30ZHANGWANGFANJIPIAOJIA300YUANJIUDIANBUTIE,RANGNIQUYIGEWEIZHIDECHENGSHILVXING。

699彩票开户CONGSHIJIXINXIKAN,ZHEICIHUODONGDEZHUTIYINGGAISHI“SHUOZOUJIUZOUDELVXING”,DANXINSHIXIANGJISHEJIDEHUATIJIAO“4XIAOSHITAOLIBEISHANGGUANG”。TAOLIBEISHANGGUANGDEHANYIBENLAILINGYOUSUOZHI,DANYONGZAIZHEILIJIUBISHUOZOUJIUZOUBAOHANGENGDUODEQINGXU,YEGENGNENGRANGBEISHANGGUANGDENIANQINGRENCHANSHENGDAIRUGAN。

4XIAOSHITAOLIBEISHANGGUANG,XIANXIACANYURENSHUDAYUEYEJIU500REN(JUXINSHIXIANGSHUO,JIHOUTAIHUIFUDEQIAN500GERENFASONGLEJIHEDIDIAN),ZUIZHONGCHENGXINGDEYEZHI30REN。DANTAOLIBEISHANGGUANGZHEIGEREDIANHUATI,ZAIWEIBOYUEDULIANGDADAO1322WAN,XINSHIXIANGYINCIZENGFEN10WAN。

699彩票开户SUOYISHUO,HUODONGZHIXINGZHONGYAO,HUODONGXIANDAODEHUATISHEJIGENGZHONGYAO。

企业做活动策划、事件营销的目的就应该是为了炒作话题、增加曝光和关注。事实上,不是话题为活动而生,而是活动为话题而生,千万不要为了做活动而做活动。

699彩票开户HAODEHUATISHEJI,YUQINGXUHELICHANGYOUGUAN,TICHUYIZHONGTAIDUZHUZHANG,YIXUNQIUGONGMING、HAOZHAOXINGDONG;HUOYUSHENFENHEBIAOQIANYOUGUAN,GUANLIANXIANGYINGRENQUN,YINFATEDINGQUNTIDEGUANZHU。

699彩票开户ZHONGGUOZUISHANZHANGGAOXINGWEIYISHUDEGUANGGAOGONGSITIANYUKONG,BANGZHUGUJIAJIAJUJIYU“GUJIA、AIJIA”PINPAILINIANSHEJIDEXINGWEIYISHU——“GUDUSHAFA”,2016NIAN8YUE8RIZAISHANGHAIDIBIAOHUANQIUGANGGUANGCHANGSHANGYAN,40MINGGUDURENQIZHANZAISHAFASHANG,SHOUJUWENANPAI,XIANGTIANTIANJIABANDELAOGONGHANHUA,XIWANGTAMEN#QUANMINGUJIARI,816BUJIABAN#。

BUJIABANZHEIGEBIAOQIANJIUFEICHANGJINGZHUNJIZHONGLEYIWANSHANGBANZUJIABANGOUDENEIXIN,GEWEIHUIXIANGYIXIADANGSHIBAOHONGDE《GANJUESHENTIBEITAOKONG》JIUZHIDAO。

WEISHATIANYUKONGZHEIMEXIHUANXINGWEIYISHU,HENBUDEJIMEIGEKEHUDOULAIYIGE?ZHONGDIANBUZAIYUXIANXIAGAOSHENMEXINGWEIHEHUODONG,ERZAIYUXIANSHANGCHAOZUOHUATI,RUGUONENGHUANLAIMEITIBAODAOYIXIAJIUGENGBANGLE。SUIRANZHEIXIEZHAOLAIJUPAIDESHANIUKANDERENrealGANGA。

TONGYANGGANGADEHAIYOUDULEISIAiRKONGQITAODEXINGWEIYISHU。ANQUANTAOBAIRENTIYANZHIBO,SANXIAOSHIJIAZHANGFANGYING,ZHEIHUATIYISHANGXIANJIUYINBAOQUANWANG,BUZHIDAODEHAIYIWEISHIJUZHONGYINLUANNI。

699彩票开户DANCHIGUAQUNZHONGMENQIAOSHOUPANLAIDEZHIBOHUODONGQUESHIBANCHUANGYIXIAOSHI,CAIFANGBANXIAOSHI,TICAOBANXIAOSHI,CHISHUIGUOBANXIAOSHI,MIZHICHENMOBANXIAOSHI,ZUIHOUFANGLEYIZHENYANJIUJIESHULE。JIEGUOYINLAIMASHENGYIPIAN。DANJUDADEZHENGYI,SHIDEDULEISIDEGUANZHUDUHESHENGLIANGGENGGAOLE,XIANCHANGHUODONGMEICAOZUOHAO,DANHUATIDESHEJIZHISHAOKEYIDA120FEN,DAHUOCHENGGONG。

所以说要做好活动策划,功夫在活动以外,话题要比活动先行。

699彩票开户HUODONGSHEJIDECHUFADIAN,YINGGAISHICHUANGZAOSHENMEYANGDEHUATIYUYONGHUJINXINGJIAOLIU,HAOWUHUATIXINGDEHUODONG,ZUOLECHILIBUTAOHAO,SHIBEIGONGBAN。

2、从水——用户集成

699彩票开户ZUOPINPAIZUIJIHUIQIYEZHUZISHUOZIHUA,SHUOZHEBUZHEBIANJIYONGHUBINGBUcareDEHUA,RANGZHENGGECHANGMIANGENGJIAGANGA。

699彩票开户TONGLI,ZUOHUODONGCEHUAYEBUNENGZIJIWAN,ZIJIHAIDAOBAO,ZIWOGANJUELIANGHAO,ERSHIHEXIAOFEIZHEWANDAOYIQI。

简而言之,好的活动策划必须让用户成为自来水。

699彩票开户RANGYONGHUCANYUNI,TANLUNNI,ZHUANFANI,PINGLUNNI,MEIYOUYONGHUDECANYU,HUODONGCEHUAJIUSHIKONGZHONGLOUGE。

在《引爆点》一书中,格拉德威尔分析了如何引爆流行的三大要素:




WEILIHUANJINGHEFUZHELIYINSU,WOMENXIAWENTANTAO。ZHEIYIPartJIULAIJIANGJIANGREN,TEBIESHINEIXIEJUYOUFEIFANRENJINENGLIANGDEREN。

格拉德威尔把这些人分成三种:




从事重庆品牌策划多年的小编认为营销活动只有找到这些人,才能引爆流行,这就是活动策划为什么要找网红、KOL、大V来做推广的原因所在,因为他们自带话题、自带流量。

699彩票开户2014NIAN,BINGTONGTIAOZHANFENGMIQUANQIU。TAZUILIHAIZHICHU,ZAIYUYOUYIGEDIANMINGJIZHI。

699彩票开户MEIGEWANGZIJITOUSHANGJIAOBINGSHUIDEREN,YAODIANMINGSANGEREN;BEIDIANMINGDERENNI,YAOMEJIAOBINGSHUIYAOMEJUANKUAN;ERJIESHOUYAOQINGZHIHOUBIXUZAIDIANMINGQITARENJIANGYOUXICHUANDIXIAQU。

JIUZAIZHEIGENICHUANWOWOCHUANTADEGUOCHENGZHONG,BINGTONGTIAOZHANMANMANKAISHILIUXINGQILAI,DENGDAOJIASIDING·BIBO、LEBULANG·ZHANMUSI、MAKE·ZHAKEBOGE、BIER·GAICIZHEIXIEMINGRENJIARUJINLAIZHIHOU,BINGTONGTIAOZHANJIUKAISHIFENGMIQUANMEILE。

BEIDIANMINGDESHIRENZONGTONGAOBAMAZHIJUANKUANBUJIAOTOU,HAIZHAOZHILEWANGSHANGYIPIANPIPINGZHISHENG。

眼看硅谷的大佬们玩得不亦乐乎,国内的互联网精英们坐不住了。

699彩票开户ZAIMEIBEIRENHERENYAOQINGDEQINGKUANGXIA,YIJIASHOUJIDECHUANGSHIRENLIUZUOHULVXIANTIAOCHULAIWANCHENGLEBINGTONGTIAOZHAN,BINGZICHENGZHONGGUOHULIANWANGDIYIWEIWANCHENGCITIAOZHANDEREN,RANHOUHAIDIANMINGLEZHOUHONGYI、LUOYONGHAO、LIUJIANGFENG。

699彩票开户DANQISHI,GUONEISHOUYAODEDIYIGERENSHILEIJUN。

BIER·GAICIZHANMINGLEDSTLAOBANYuri,YuriDIANMINGLELEIJUN。LEIJUNSUIHOUZAIXIAOMIZONGBUDAMENKOUWANCHENGBINGTONGTIAOZHAN,BINGDIANMINGLIUDEHUA、LIYANHONGHEGUOTAIMING。

于是冰桶挑战在国内也如火如荼得上演了。它成了一场全民狂欢,远远超出慈善的范畴。

699彩票开户NEIDUANSHIJIAN,YOUMEIYOUBEIDIANMINGCANJIABINGTONGTIAOZHAN,HAICHENGLEJIANYANDALAOCHENGSEHEJIANGHUDIWEIDEYIGEBIAOZHUN。MEIBEIDIANMINGDEDALAOMENZUOLIBUAN,JIDEXIANGREGUOSHANGDEMAYI,MEITIANDINGZHEWEIBOKANYOUMEIYOUDALAO@ZIJI。

ZHEIGEDIANMINGJIZHIDEYINRU,SHIJISHANGJIUSHIBINGTONGTIAOZHANZOUHONGQUANQIUDEGUANJIANSUOZAI,YINWEITAJIANGYONGHUNARUCHUANBOZHIZHONG,RANGYONGHUCHENGWEIQIGANRANKUOSANDEYIBUFEN。

一个品牌的声音在市场上是渺小的,只有在活动策划中引入这种社交机制,在传播动线设计上让用户参与进来,让用户为你发声,与用户实现共振,才能取得最佳传播效果。

WEIXINLIDEFEIXINGDAZHAN、WEIZHUSHENJINGMAO、TIAOYITIAO,SHENZHIGENGZAOQIKAIXINWANGDETOUCAIHETINGCHEWEINENGGOUCHENGWEIGUOMINYOUXI,GENQISUOSHEJIDEHETARENBIPINDEJIZHI、HEHAOYOUHUDONGDESHEJIAOJIZHISHIFENBUKAIDE。

699彩票开户WANGZHERONGYAOSHENZHIYINCICHENGWEI00HOUDESHEJIAOGONGJU,YOUXIXINGSHEJIAOCHENGWEIXINQUSHI。JINTIANNAGEAPP、NAGEYOUXIGANMEIYOUZHEIZHONGSHEJIAOJIZHI?

都说互联网流量为王,那么流量是什么?是用户,用户才是流量的本质。

问水哪得清如许,为有源头活水来。用户,才是品牌的活水所在、源头所在。只有抓住用户,把用户变成营销活动的自来水,才能真正攫取流量。

699彩票开户Johnnie WalkerDEGUANGGAOZHONG,LIXIAOLONGSHUO:

“LONGSHIBUSIDE,YINWEILONGCONGBULIKAISHUI。SHUI,JIUXIANGZHIJUE,MEIYOUXINGZHUANG,WUFABAWO,QUEYONGYOUZUYIGAIBIANSHIJIEDELILIANG。”

HAODEHUODONGCEHUA,JIUSHIYAOYONGYOUZHEIZHONGDONGCHAYONGHUDEZHIJUE,NENGGOUGENJUYONGHUXUQIUHEXINLIBUDUANGAIBIANCHUANBOLIUXIANG,ZUIZHONGHAOHAODANGDANG,DONGLIURUHAI。

JIEYONGTANGTAIZONGLISHIMINDEYIJUHUA:

品牌,舟也;人,水也。水能载舟,亦能覆舟。

3、从云——社会效应

YICIYINGXIAOHUODONGDESHIJIANZHOUQI,SHAOZEYIGEZHOU,DUOZELIANGGEYUE。DANXIAOFEIZHEDEZHUYILIQUESHAOZONGJISHI,JIUSUANSHISHUAPINGJISHEHUIDASHIJIAN,BIRUMOUMOUYISHENGBEIZHUA、MOUMOUMINGXINGCHUGUI,2TIANDEREDUZHIHOU,YEHUIBEIWANGMINWANGDEGANGANJINGJING。

699彩票开户XIAOFEIZHESHIJIANWANGDE,HENSHAOYOUXIAOFEIZHEHUICONGHUODONGYIKAISHIQUANCHENGGUANZHUNIZAIZUOSHENME。JIUSUANZAINIUBIDEHUODONG,2GEYUEZHINEIBUJIESHUYEHUIBIANCHENGLANPONIANGDEGUOJIAOBU,YOUZHANGYOUCHOU。YINWEIMEIYOUYONGHUHUIDALININEIMEJIU。

699彩票开户SUOYIYINGXIAOHUODONGFEICHANGZHUYIJIEZOUDEBAWO,CONGXUANNIANZAOSHIDAOLIANGXIANGYINBAO、ZAIDAOCHIXUSHENHUA,BIXUSHEJIHAOBUTONGDECHUANBOJIEDUAN,BINGZAIMEIYIJIEDUANDOUNENGNACHUBUTONGDEHUATIDIANCHIXUCIJIYONGHUZHUYILI,PINMINGZHUAZHUYONGHUSHIXIAN,RANGYONGHUYIZHIGUANZHUNI。

699彩票开户ERYAOXIANGZHUAZHUXIAOFEIZHE,ZAIHUODONGCEHUAZHICHU,JIUBIXUZHIDAOWOMENJINTIANSHENCHUZENYANGDEYIGESHEHUIHUANJINGHEWENHUA,LIJIESHEHUIXINLI,GUANZHUGUANGDAXIAOFEIZHEZAIGUANZHUSHENME,LINGTINGXIAOFEIZHEZAITANLUNSHENMEBINGCANYUDAOXIAOFEIZHEDETANHUAZHONGQU,CHENGWEIDAZHONGYULUNDEYINDAOZHE。

YIJUHUA,YINSHILIDAO。

重庆雅润活动营销策划认为活动策划必须集成于社会云网络,通过社会效应,撬动流量和声量。

699彩票开户2008NIANDI,AODALIYAKUNSHILANLVYOUJUYAOZUOYINGXIAOTUIGUANG,JIEGUOTAMENCEHUALEZHEIYANGYIGEHUODONG——

“世界上最好的工作”

699彩票开户ZAIQUANQIUZHENGJIYIMINGDABAOJIAOHUDAOYUAN,GONGZUONEIRONGZHISHIMEITIANKAIZHEGAOERFUQIUCHEXUNSHIQUANDAO,WEIYU、QIANSHUI、CHIHAIXIAN,SHUNBIANPAIPAIZHAOXIEXIEBOKEXUANCHUANDABAOJIAO,XINSHUIZEWEI6GEYUE15WANAOYUAN(YUERENMINBI72WANYUAN) 。TONGSHIHAIYOUMIANFEIJIPIAOHEHAIBINBIESHU。

699彩票开户2009NIAN1YUE10RI,HUODONGQIDONGDANGTIAN,KUNSHILANLVYOUJUWANGZHANDIANJILVTUPO1,000,000CI,MEIXIAOSHIDIANJILIANGDA25,000RENCI,WANGZHANWEICIYIDUTANHUAN。

2YUE22RI,HUODONGBAOMINGJIEZHI,QUANQIUGONGYOU34,684RENSHENQINGGONGZUO,KUNSHILANLVYOUJUSHENGCHENG,TAMENSHOUDAOLELAIZISHIJIESHANGDADUOSHUGUOJIADESHENQING,CHULEFEIZHOUDEXISAHALAGUOHEYAZHOUDECHAOXIAN。

699彩票开户ZUIZHONG,ZHENGGEHUODONGZAIQUANNIANYUSUANZHIYOU170WANAOYUANDEQINGKUANGXIA(YUEHE821WANRENMINBI、QIZHONGHAIBAOKUOHUDAORENDE15WANAOYUANXINSHUI),QUEDEDAOLEQUANQIUDUOGEGUOJIAMEITIDEDALIANGMIANFEIBAODAOHECHIXUZHUIZONG,YIGONGWEIKUNSHILANLVYOUJUDAILAILEJIAZHI4.8YIYUANGONGGUANFEIDEJUDAXIAOYI。

WEISHENMEZHEIGEHUODONGHUIZHEIMEHUO?WEISHENMEYIGELVYOUJUBUJIANGYOUWAN,FANERYAOJIANGGONGZUO?

ZHEISHIYINWEI2008NIANJINGJIWEIJIXIJUANQUANQIU,QUANQIUHENDUOQIYEPOCHANCAIYUAN,JINGJIWEIJIGAODEDAJIAZHUIZHUIBUAN,ZHEISHIHOURENMENZUIGUANXINDEBUSHIDUJIAYOUWAN,ERSHIGONGZUO。

ZHEISHIHOUNIGENWOJIANGKUNSHILANDESHANHUJIAOYOUDUOMEILI、CHONGLANGYOUDUOCIJI、HAIYANGGONGYUANYOUDUOMENGHUAN,WODOUSHIMEIYOUXINQINGTINGDE,YINWEIWOGONGZUODOUYAOBAOBUZHULEHAIQUWANGEMAOXIANA。

E?GONGZUO?

DUI,JIUTANGONGZUO,HAISHIYIFENRUCIYOURENDEGONGZUO。YUSHIKUNSHILANZHUAZHULEQUANQIUXIAOFEIZHEDEXIANGXIANGLI。

第一次听说这个案例的时候,我受到了巨大震撼,完全打开了新世界,我把这个案例列为影响我广告生涯的3个案例之一。

699彩票开户2015NIAN9YUE,《XIAOHUANGRENDAYANMENG》DIANYINGSHANGYING,BAIDUNUOMIFAQILEYIGEMAIDIANYINGPIAOSONGXIANGJIAODEHUODONG,ZENMEYANGRANGGENGDUORENGUANZHUDAOZHEIGEHUODONGYINGXIAO,RANGGENGDUORENLAIBAIDUNUOMIMAIPIAONI?

699彩票开户TAMENTIQIANSHEJILEZHEIYANGYIGEHUATI:

#小黄人街头卖香蕉,惨遭城管执法#

699彩票开户SUIRANZHEIGESHIBA,BAIDUNUOMIZUODEHENBUZOUXIN——DOUMEIYOUZHENZHENGSHANGJIEQUMAI,ERZHISHIZHAORENcosXIAOHUANGRENHECHENGGUANBAIPAILEJIZHANGZHAOPIAN。

699彩票开户DANZHEIGEJIAXINWENHAISHIDENGSHANGLEWEIBORESOUBANG,BINGQIEBEIBUMINGZHENXIANGDEMEITIDANGCHENGZHEN·SHEHUIXINWENLAIBAODAO。

WEISHENMEZHEIGESHIJIANKEYIZOUHONG?WEISHENMEXIAOHUANGRENHAIYAOGENCHENGGUANCHESHANGGUANXI,WODACHENGGUANZHAOSHEIRESHEILE?

ZHEISHIYINWEIMENGMENGDAXIAOHUANGRENHE“TIANCHAODIYIJUNZHONG”“ZHANLVEWEISHELI”“ZUIQIANGZHONGBUBING”“GUOZHIZHONGQI”CHENGGUANZAIYIQISUOZHIZAODEQIANGLIEFANCHAXIAOGUO,ZHEIZHONGFANCHAMENGSHIXIANLEDALIANGYONGHUDEGUANZHUHEZHUANFA。

ZAIJINRONGWEIJIDESHEHUIDAHUANJINGXIA,ZUIHAODEGONGZUOJIUCHENGLEQUANQIUZHUMUDEHUATI。

699彩票开户ZAICHENGGUANBEIYAOMOHUABEIDIAOKANDEWANGLUOYUJINGXIA,XIAOHUANGRENBEIZHIFAJIUCHENGLEZUIXIJINGDEREDIAN。

HAODEHUODONGCEHUA,YIDINGYAOZHIDAOSHEHUIDAHUANJINGXIADERENXINSUOXIANG,XIAOFEIZHEDUISHENMEGANXINGQU、TAMENHUIGUANZHUSHENME、TANLUNSHENME。SHUNYINGZHEIGEQUSHI,CAINENGDAZAOCHUJUYOUYINGXIANGLIDEYINGXIAOHUODONG。

广告营销是社会文化的一部分,没有一个品牌的活动是孤立于社会之外的。一个品牌活动只有经过社会文化的加持,才能成为全民关注的话题和热点。云端集成,才是放大活动影响力的不二利器。

699彩票开户JIYUDUISHEHUIWENHUADEDONGJIAN,ZHAODAONEIXIENENGZHIZAOSHEHUIXIAOYINGDE“GOUTONGYUAN”JIUFEICHANGZHONGYAO,XIANGSHANGMIANTIDAODEZUIHAODEGONGZUOHECHENGGUAN,ZHEIJIUSHIJUYOUHUATIFUZHELIDEGOUTONGYUAN。

699彩票开户DUONIANQIAN,ZAIWEIBOSHANGKANDAOGUOYIZESHEHUIXINWEN:XIONGHAIZIWANGTIANJIAGANGQINSHANGJIAOKELE,JIAZHANGZAOQINXINGSUOPEI。KANWANZHEIZEXINWEN,WODIYIFANYINGJIUSHIJIAXINWEN,SHIQINXINGHUOGANGQINSHANGCEHUADETUIGUANGHUODONG。SHIHOUZHENGMINGGUOBUQIRAN。

WEISHENMEWOHUIRENWEISHIJIAXINWENNI?YINWEI“XIONGHAIZI”“TIANJIAGANGQINZAOSUOPEI”DOUSHIHENMINGXIANNENGZHIZAOSHEHUIGUANZHUDEGOUTONGYUAN,DUIQIDEHENKEYI。

HAIYOUNEISHENME“DAXUESHENGYONG999KEYOUZIBAICHENGXINXINGXIANGNVSHENGBIAOBAIZAOJU”DEJIAXINWENZHENYINGXIAO,“DAXUESHENG”“BIAOBAIZAOJU”ZHEIDOUSHIGOUTONGYUAN。NEIXINGDERENYIKANJIUHUIJUEDEHENJIA。

这个“沟通元”,就是前面提到的附着力因素。当这个附着力因素被放置在一个特定的威力环境中,那就很可能引爆流行,成为全民关注的社会大事件。

BIRUQIANBUJIU,YOUYOUYIGEXIONGHAIZIGONGJIAOCHESHANGDIAOXIBAOLIKUANGZAOBAODADESHEHUIXINWEN,KONGSU、SHENGKUANGXIONGHAIZIZHEIJIUSHIYIGEWEILIHUANJING,ZHEISHIHOURUGUOYOUYUZHEIYIGOUTONGYUANXIANGJIEHEDEHUODONGCEHUA,JIUHENRONGYIYINBAO。

QIANMIANTIDAODEBINGTONGTIAOZHAN,QISHIYIKAISHIHEJIANDONGZHENGWUGUAN,TAZHISHIYIGENIYAOMEJIAOBINGSHUIYAOMESUIBIANXIANGNAGECISHANJIGOUJUANKUANDEGONGYIHUODONG。

699彩票开户DANJIUZAIBINGTONGTIAOZHANKAISHIYINBAODE2014NIAN,HAOLAIWUYINIANTUICHULELIANGBUJIANDONGZHENGTICAIXIANGGUANDIANYING——

《WENNUANJIANDONGXIN》(You're Not You)HE《WANWULILUN》(The Theory of Everything)。

699彩票开户《WANWULILUN》SHIZHIMINGWULIXUEJIAHUOJINDEQINGNIANCHUANJIDIANYING,HUOJINJIUSHIYIGEJIANDONGZHENGHUANZHE。

699彩票开户YUSHIZAIBOSHIDUNDAXUEBANGQIUDUIDUIZHANG、JIANDONGZHENGHUANZHEPITE·FULATESICANYUBINGTONGTIAOZHAN,HAOZHAORENMENTONGGUOZHEIGEHUODONGWEIJIANDONGZHENGYANJIUZUZHIMUJUANZHIHOU,BINGTONGTIAOZHANJIUCHEDICHENGWEIYIGEZHICHIJIANDONGZHENGHUANZHEDEGONGYIHUODONG。

QISHIZHEIJIUSHIYIGEWEILIHUANJING。

4、从力——游戏机制

WANGZHERONGYAO,YONGHUGUIMOCHAO2YI,RIHUOYONGHU5412.8WAN。RIJUNXINZENGYONGHU174.8WAN,XIANGDANGYUYIGEXIAN。24SUIYIXIAYONGHUCHAO52%,NVXINGWANJIA54%(2017NIAN5YUESHUJU)。

WANGZHERONGYAOZHIHOU,CHIJIJINJIEZHECHENGWEIQUANMINLIUXINGYU。

(YI,FANGCUOTULE)

699彩票开户ZHEISHI2017NIAN11YUE,CHIJIDEWEIXINZHISHU。

699彩票开户MUQIAN, ZHONGGUOYOU67.9%DEWEICHENGNIANWANGMINWANWANGLUOYOUXI,70.9%DEXIAOXUESHENGWANWANGLUOYOUXI。JIRANYOUXIRUCIHAOWAN,NEIMEZUOWEIYIMINGTIANZHENDEGUANGGAOREN,WOJIUZAISIKAOLE:

如何把我们的活动策划变得跟游戏一样,有趣并且让人上瘾?

SHOUXIAN,WOMENYAOHUIDAWEISHENMEYOUXIHAOWAN,YOUXIDELEQUCONGNALILAI。

ZHEISHIYINWEIYOUXIYOUYIZHENGTAOJIZHISHEJI,RANGWANJIAXIANGSHOUDAOKEFUKUNNANYUTIAOZHANDECHENGJIUGAN。

明确的目标:

知道自己在游戏中要做什么,人有了目标感,就会冲劲十足。

可操作性的步骤(规则):

699彩票开户ZHIDAOZIJIZAIYOUXIZHONGGAIZENMEZUO,NIKEYIZAIYOUXIZHANGKONGZIJIDEXINGWEIHEBIAOXIAN,YUSHINICHANSHENGLEZIJIKEYIZHANGKONGZIJIRENSHENGDEHUANJUE。

即时而生动的情绪奖励(反馈):

699彩票开户NIDEMEIYIGEXINGWEI,DOUHUIDEDAOSHISHIDEFANKUI。BIRUNINULIDASIYIGEGUAI,NIDENAILIHUI+1、ZHILIHUI+1、MINJIEHUI+1、LILIANGHUI+1……SUIZHENIDAGUAIDADEYUELAIYUEDUO,NIZHUJIANCHUANSHANGGENGHAOHUADEKUIJIA、NADAOLEGENGYOUWEILIDEWUQI、PEIDAILEGENGHUALIDEZHUBAO……

游戏最棒的一点就是它有反馈,结果可预期。只要付出,就有回报。只要不断努力,就能获得胜利。

SUIRANYOUXIBINGBUZONGSHIQINGSONGYUKUAI,YOUXIEYOUXIYAODATONGGUANXUYAOFUCHUJUDADENULI,DANKEFUZHEIXIEKUNNANHETIAOZHANZHIHOU,SUODAILAIDELEQUYESHIJUDADE,NIHUODELECHENGJIUGANHEZIWOZHANGKONGGAN。

699彩票开户ZHEIJIUSHIYOUXIDELILIANG,YOUXIDELEQUJIZHISHEJI。

699彩票开户WEISHENMEHENDUORENHUIJUEDESHENGHUOXIANGDANGWULIAONI?

699彩票开户NEIJIUSHIYINWEISHENGHUOBUXIANGYOUXIYIYANG,DUIHENDUORENLAISHUO,TAMENZAISHENGHUOZHONGMEIYOUZHAODAOMINGQUEDEMUBIAO,BUZHIDAOYAOZUOSHENME。SHENGHUOYEMEIYOUJINIYITAORENSHENGGAIZENMEDUGUO、RIZIGAIZENMEHUODEGUIZEZHINAN,NIBUZHIDAOZENMEZUO,ZUIHOUNIFUCHULENINULILEHAIBUNENGMASHANGJIUKANDAOMINGQUEDEFANKUI……

699彩票开户BIRUNIRENLEYITIANMEICHIFAN,JIEGUOYICHENGFAXIANTIZHONGGENBENMEIBIANHUA(MEIYOUDEDAOFANKUI),YUSHINIJIANFEIDEDONGLIJIUBEIDAJILE。

那么,我们该如何设计营销活动?

NEIJIUSHIZAIHUODONGZHONGYUNYONGYOUXIDELILIANG,YINRUYOUXIDEJIZHI,RANGHUODONGCHONGMANLEQU。

SHOUXIAN,HENDUOYINGXIAOHUODONG,WEILERANGGENGDUOYONGHUCANYUJINLAI,KEYIJIANGDICANYUMENJIAN,QISHIZHEIWEIBISHIHAOSHI。YINWEIMEIYOUNANDUHETIAOZHAN,XIAOFEIZHEJIUTIBUQILAICANYUDEXINGQU。

QICI,HENDUOYINGXIAOHUODONGQISHIXIANGDANGWUQU,KUZAOFAWEI。WEILEXIYINYONGHUCANYUJIUTIGONGJIANGPIN,QISHIZHEIGENGJIABUSHIHAOSHI。

YINWEIWEIBAOCHOUERCANYUHEWEIXINGQUERCANYUSHILIANGZHONGJIERANBUTONGDEDONGJI,BENZHISHANGBUNEIMEYOUQUDESHIJIANCAIXUYAOTIGONGBAOCHOU,CIJIBIERENCANYU(BIRUSHUOGONGZUOXUYAOFUXINSHUI)。

699彩票开户ERJIYONGHUJIANGPIN,HUIJINYIBURANGYONGHUJUEDENIDEHUODONGWUQU。

699彩票开户ZHEIJIUXIANGNIJIXIAOPENGYOUQIANRANGTADUSHUYIYANG,ZUIHOUHUIFAZHANDAOBUJIQIANJIUBUDUSHUDEDIBU。YINWEIZHEIYANGHUIRANGXIAOPENGYOUJUEDEDUSHUFEICHANGWULIAO,FANERGENGJIABUXIHUANDUSHU(ZHENGQUEDEZUOFADANGRANSHIRANGTAZAIYUEDUZHONGHUODELEQU)。

ZUIHOU,YINGXIAOHUODONGDESHEJI,YIDINGYAODUIYONGHUXINGWEIJINXINGJISHIFANKUI,BIRUSHEJIYIGEPAIXINGBANG,RANGYONGHUKEYIHETAHAOYOUJINXINGBIPINDE,BIRUJIYONGHUTIGONGJIFENHERONGYAOHUIZHANG,ZHEIXIEDOUSHIDIANXINGDEYOUXIFANKUIYUANSU。

Nike+DEPAOBUXITONG,keepDEJIFENJIHUA,DOUSHIHENDIANXINGDEFANKUISHEJI。

TAJITE,MEIGUODISANDALIANSUOLINGSHOUSHANG。MEIDAOSHENGDANJI,SHOUYINTAIQIANJIUHUIPAIQIZHANGLONG,YINLAIWUSHUGUKEBAOYUAN,BUJINZHIJIEYINGXIANGSHOURUHEYONGHUTIYAN,SHOUYINYUANGONGHEGUANLIRENYUANYEYINCIJINPILIJIN。TIANJIASHOUYINJI、JIEGUBIAOXIANCHADESHOUYINYUANDOUYUSHIWUBU。

699彩票开户YUSHITAJITEWEIJIEZHANGCAOZUOTIANJIALEYOUXIJIZHI,SAOMIAOMEIJIANSHANGPINSHI,PINGMUDOUHUIXIANSHIYIGEG(LV)HUOR(HONG),GDAIBIAOKUAI,RDAIBIAOMAN。MEIYIBISHOUYINJIESHU,PINGMUHUIJISHOUYINYUANDEBIAOXIANDAYIGEFENSHU。

SHOUYINYUANBIXUGAOXIAOWANCHENG88%YISHANGDEJIAOYI,JIUNENGHUODEJIANGLI,YINWEIZHEIGEFENSHUSHIYUGONGZI、JINSHENGZHIJIEGUANLIANZAIYIQIDE。

FAWEIFANZHONGDESHOUYIN,YINCIBIANCHENGLEYIGECHONGMANLEQUDEYOUXI。

SHOUYINYUANYINCIYOULEMINGQUEDEMUBIAO,YITIANDESHOUYINGONGZUOBEIFENJIECHENGLEYIGEGEJUTIDERENWU,TAYOUPINGJIASHOUYINBIAOXIANDEGUIZEHESHISHIFANKUI。

TAJITEBASHOUYINYUANBIANCHENGYOUXIWANJIA,LIYONGYOUXIJIZHIRANGGUYUANMENZAIGONGZUOSHIGENGJIATOURUHEGAOXIAO。

699彩票开户TONGYANGZHEIMEWANDEHAIYOUWEIRUAN,WindowsXITONGDEKAIFAWANGWANGLISHISHUNIAN,DONGYONGSHANGWANMINGYANFARENYUAN,BINGQIEHAIYAOZAIBUTONGGUOJIAHEDIQUTUICHUJISHIZHONGYUYANBANBEN。ZHEIJIUNANMIANHUICHUXIANGEZHONGbugHEYUYANCUOWU。

ERDUIXITONGYUYANDEZHILIANGJIANCHA,WANGWANGXUYAOTOURUPANGDADETUANDUI,DUIXITONGDEMEIYIXIANGGONGNENG、MEIYIXINGWENZI、MEIYIGEDUIHUAKUANGJINXINGJIANCHA。ZHEIBUGUANGSHIYIGEGONGZUOLIANGJUDADEWENTI,ZHONGYAODESHITAHENWULIAO。

699彩票开户YUSHIWEIRUANKAIFALEYIGEYOUXI,RANGQUANSHIJIEDEWEIRUANYUANGONGLAIJIXITONG“ZHAOCHAER”,BINGSHELIYIGEQUANQIUYUANGONGDEbugPAIXINGBANG。ZHIYAOFAXIANCUOWU、ZHAOCHUBINGTIJIAOCUOWUJIUNENGHUODEJIFEN,HEQUANQIUDETONGSHIJINXINGBIPIN。

ZUIZHONG,WEIRUANYOU4500WEIYUANGONGCANYULEZHEIGEYOUXI,TAMENLIYONGWUXIUHEXIABANSHIJIAN,CHAKANLE50DUOWANGEWindowsDUIHUAKUANG,BAOGAOLE6700CHUXITONGWUCHA。HAIMEIYOUQINGZHUANREN、MEIYOUHUAYIFENQIAN。

KANKANZHEIJIUSHIWANEDEZIBENZHUYISHIJIE。RANGYUANGONGZAIBUZHIBUJUEZHONGFENGKUANGJIABAN,ZHONGDIANSHITAMENHAIJUEDEHENYOUQUHENYOUCHENGJIUGAN。

ZHEIJIUSHIZAIHUODONGZHONGFAHUIYOUXIDELILIANG,SHIWUQUDEHUODONGBIANDEYOUQUDEDIANFAN。

话题优先、用户集成、社会效应、游戏机制699彩票开户,这就是好活动的4大属性。做到这4点,就是一个活动策划的成功关键。

活动的主题设计要强调话题优先

活动的内容设计要制造社会效应

活动的动线设计要集成用户参与

活动的流程设计要引入游戏机制


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