The big fat pig of Wanxing Mingjia, a villager in Chengdu, was miraculously survived 36 days after being buried under the ruins. The community has called for not turning this pig into a delicious meal on people's tables. It is said that Fan Jianchuan, director of the Jianchuan Museum, bought the pig for 3008 yuan and named it "pig strong."
Persistence is victory. Enterprises do soft language marketing propaganda, learn to persist, and do "pig strong."
As long as we pay attention to it, we can easily find that no matter how big or sensational news, if long-term and continuous information bombing is carried out, once the information overload is formed, people's emotions will be transformed from curiosity and concern into boredom and resentment. The soft text is not the same. As long as it is publicized every day, if it persists, it will infuse the people, cause concern, and generate purchasing power.
We often say that soft news marketing is a clever combination of public relations and marketing strategies. It is the dissemination of product information and brand image in the form of news reports. The purpose is to improve corporate reputation and reputation, and later to promote product sales. Or shape a corporate brand. Different levels of news hype applications will have different effects.
American management master - Peter Drucker firmly believes that the future marketing industry will be a public relations-oriented brand communication era. In his view, any new brand communication plan should start with news hype, and after reaching the public relations propaganda goal, it will turn to other communication activities such as advertising; news hype can provide credibility for the company, and then create credibility in the advertisement. The combination of the two can make the products in the market. Therefore, to a certain extent, soft papers should learn the news: you are insisting. It is necessary to repeatedly fry every day.
However, it must be understood that the core of news hype is news events rather than advertising language. That is to say, hype must first have news, and by strengthening the news elements, making business events a news material suitable for media use, and thus unconsciously Influencing the audience, let the audience accept some kind of business information while getting the news, the soft text is different, in fact, he is a disguised advertisement.
It is a good thing to insist on the soft text, but the hype is a double-edged sword. If it is used improperly, it may bring extremely adverse or even catastrophic consequences to itself, and the impact of this consequence is due to the huge momentum it creates. It can also be passed on farther. Therefore, in the process of speculation, we must avoid excessively creating momentum or speculation is too negative, otherwise it will make "pig strong" become "roasted pig".
Enhancing product brand is the main driving force for enterprises to insist on soft propaganda. Because only by first evoking the attention of the audience, let them remember the company and products, it will be easier to achieve the purpose of selling goods. The main focus of the product development period is on visibility. It must use the certain hype news events to leave an indelible brand impression on the public. It is worth noting that some individuals or businesses deliberately create some "scandals" in order to raise their popularity. They must not, and the soft texts are different from the news, and the opposite side of the hype is not allowed. Such "pig strong" does not learn.
Reputation refers to the degree of affirmation and praise of the society, the media, and the public. For enterprises and products, reputation often refers to the public's credibility of its quality, social credibility, market competitiveness, service sincerity, and dedication. Comprehensive evaluation of public welfare and return to society. Reputation is a higher-level goal than relative awareness. After the goal of popularity is reached, the more important thing is the reputation goal.
Another more important question is whether, as a small and medium-sized enterprise, it has sufficient operational propaganda capital, and whether it can obtain corresponding economic returns from the persistence of soft-text propaganda, and ensure that the money spent is not lost. If you just lose money and earn money, then from the perspective of news hype, it is a failure. The longer you insist on "pork" roasting.
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