This article is produced by Bird Notes Chunyu Project. This article is 3982 words. It is the beginning of the semester in September. Seeing the energetic students on the university campus reminds me of Mengniu more than 2 months ago. Under the slogan of "An artifact for college entrance examination questions", the milk carton has been transformed into a knowledge point. In line with the "be strong" brand proposition proposed in 2018, it gives the audience both physical and mental strength. Ingenious creativity perfectly integrates hot topics and selling points. In terms of promotion, Mengniu also played with homophonic memes and released a song "Hou Ti (House)" that imitated the screen format and copywriting script of Station B's "Hou Lang", dedicated to the upcoming college entrance examination and People who have gone through the college entrance examination. This marketing combines time points and hot topics to arouse consumers' emotions, and uses contrast to create humor, suddenly reopening the market. People in every industry want to take advantage of the momentum for marketing, just like everyone wants to take advantage of the missing east wind, but how to borrow, when to borrow, and whether to borrow is another question. Today, I would like to discuss with you what is momentum marketing, how to borrow momentum, and what should we pay attention to? What is opportunity marketing? Opportunity marketing is a marketing method that hides the purpose of sales in marketing activities, integrates product promotion into an environment that consumers like, and enables consumers to understand and accept the product in this environment. . In other words, it is a marketing strategy that aims to increase the visibility and reputation of a company or product, establish a good brand image, and ultimately promote product or service sales by following the trend, building momentum, taking advantage of the trend, etc. I think this concept can be explained with a familiar quote, which is what the famous physicist Newton said: "If I can see further, it is because I stand on the shoulders of giants." Leveraging momentum marketing is to stand on the shoulders of giants and make products go higher and further. How to borrow "power"? Listing several methods of leveraging marketing is simple in concept, but how do you climb on the shoulders of giants? How do you "borrow" this momentum? In my opinion, there are 8 main methods: 1. Leverage hot spot marketing. Leverage hot spot marketing, that is, use the topic attributes and traffic attributes of "hot spots" to become a means of transportation, carrying your products and radiating at an appropriate speed. to the area you want. During the 2018 World Cup in Russia, Vantage, as the sponsor of the French national team in China, launched a marketing campaign of "Full refund if France wins the championship". From the audience's doubts at the beginning, to the audience watching the show when the French team advanced, "Vatti panicked", to the contradictions in the refund process, "win the championship and get a full refund" was full of controversy, but the explosive discussion, The participation brought by curiosity made Vantage unparalleled in the limelight at that time and achieved an increase in brand awareness and reputation. I think there are three points to pay attention to when using hot topics to build momentum: The momentum is consistent with the brand strategy. We can see that Vantage is a sponsor of the World Cup, and taking advantage of the situation is in line with its strategic direction; it is better to make a finger soft than to make a hundred steels. I compare borrowing a hotspot to choosing a means of transportation. If you get on the wrong bus, you will go in the wrong direction. Therefore, when a hot spot appears, don't force it, but turn it into a soft spring breeze, making people accept it unconsciously; solve problems instead of creating them. Vantage's use of opportunity marketing has raised the audience's expectations and increased the sense of gaming during watching football, so it solves the problem. What is a manufacturing problem? For example, during the epidemic, in order to solve the problem of people not being able to go out, the promotion of cloud flower viewing and cloud bunting was very popular. However, those who use the epidemic to create anxiety and sell products will ultimately lead to their own destruction. Therefore, the direction must be consistent with the brand strategy, the method must be integrated, and the result must be to solve the problem. These are the three key points of hot-spot marketing. 2. Borrow calendar marketing Borrow calendar marketing, as the name suggests, is to use time points to detonate the spread and conversion rate of products. At the end of every year, there will always be self-media promoting various marketing calendars, ranging from traditional festivals to as small as a celebrity’s birthday, all carefully marked so that you don’t miss any opportunity. The Mid-Autumn Festival is coming soon, and I wonder what marketing cases will stand out this year. I remember that in 2018, Hongqi Motors released a heart-warming video "To Everyone on the Road of Struggle" to pay tribute to those who cannot be reunited with their families on the road of struggle. This time, we took advantage of the opportunity marketing to bring visual impact to the audience through the video. Through the stories of the three protagonists, it aroused the audience's emotional response, shortened the distance between them and the brand, and also increased the memory of the brand. and favorability, and also conveys the brand’s warmth. So I think there are three key factors when it comes to calendar marketing: innovation. Calendars are different from hot spots. The events are random and the probability of repetition is low. However, the calendar time points are fixed and coincide with the Mid-Autumn Festival every year. It is difficult to attract the audience's attention just by relying on copywriting concept posters; the drunkard's intention is not there. liquor. On the surface, Hongqi Motors’ video only shows the brand concept at the end: Hongqi makes ideals fly. But during the video process, whether it is the story or the copywriting that makes the reunion distance zero kilometers, they all represent departure and speed. It is a drunkard's intention not to drink; Some brands are very greedy and want to get involved in every day marked on the calendar. But in fact, taking advantage of the momentum of calendar marketing, it is better to be more precise than too many, and it is better to have less than too much. All in all, creativity, concealment and selectivity are all more important. 3. Borrowing topic marketing There is a lot of randomness in topic marketing. Generally speaking, it is to produce your own opinions and attach your own brand under a topic with high exposure.

The most common case is self-media. Whether we post on Weibo, post on Toutiao, or even use tags on WeChat public accounts, we all want to use topics to bring more traffic to the brand, so that the audience can use them in their own media. Spend more time on the brand. Regarding this type of marketing, I think we should pay attention to three points: First, we must choose appropriate hashtags. Some brands, regardless of whether they are selected by traffic, will not bring benefits to the brand. The verticality of the topic is as important as the verticality of the self-media positioning; secondly, the purpose cannot be too sharp. Some brands only write one sentence about the topic and nine sentences to sell the product, which will only be considered by the audience as an advertisement sneaked in; third, the point of view must be clear. Topics, what the audience wants to see most is a collision of opinions. You and Xini will not get any attention. 4. Borrowing rival marketing Borrowing rival marketing, to use the most popular word nowadays, is to fall in love with each other and compete with competing brands through humor, contradictions and confrontations to show your brand value and compete for the audience's attention. attention. The more famous cases of this type are Pepsi-Cola and Coca-Cola, but the examples I want to give today are about Mercedes-Benz and BMW. In May 2019, Mercedes-Benz CEO Dieter Zetsche retired. When everyone thought it was a routine personnel change event, Mercedes-Benz's competitor BMW released a "tribute" commercial. At the beginning of the commercial, there is still a long slow motion, showing the separation and affection. At the end, the style of the painting changes suddenly. The Mercedes-Benz president who retired and returned home drove a BMW from his home, with the subtitle: Freeatlast (finally free). Observe the behavior of opponents and use their hot spots to create your own brand exposure. BMW's use of this opportunity is undeniable. When borrowing marketing from competitors, I believe that the first is to maintain the pattern. The purpose of marketing is to win first and ensure harmony and wealth, rather than lose both sides; the second is to seize the opportunity. For example, when the CEO of Mercedes-Benz retires, there is a lack of opportunity, not marketing, but provocation; thirdly, humor comes first. No matter how true the truth is, people will hate it, but no matter how bad the humor is, some people will like it. 5. Borrowing platform marketing Borrowing platform marketing is equivalent to borrowing water to sail. Both parties use their respective advantages to maximize the exposure of a certain marketing event and bring the maximum amount of participation at the minimum cost. Let’s take an example. Everyone is impressed by the Alipay Koi activity, right? The koi girl Xin Xiaodai is gradually forgotten, but this marketing incident of Alipay is often mentioned. During the event, Alipay provided platform and brand endorsement, and major merchants interacted through Weibo to support the Koi Grand Prize. Hundreds of flowers bloomed for a while, which was very lively and quite interesting. By taking advantage of this marketing opportunity, Alipay and major merchants have achieved their goals, and consumers have also benefited. It can be said that it kills two birds with one stone. For platform marketing to be successful, I think the following factors are indispensable: First, a platform with its own traffic and brand trust. The smooth progress of the Alipay Koi Prize event is inseparable from the platform influence of the initiator Alipay; second, there are partners who can take advantage of the situation. If there are too few merchants participating in the process, the event will not proceed; third, consumers must have In terms of actual benefits, some businesses take advantage of the situation and the products they come up with are all gimmicks and will only be regarded as superficial, so there must be hard goods that consumers can directly benefit from. 6. Borrowing film and television marketing It is very simple to borrow film and television marketing, which is what we usually call film and television advertising placement. Generally speaking, film and television marketing can be divided into three levels: ordinary level, where lines, backgrounds, props, etc. are implanted; advanced level, which is integrated into the story and promotes plot development; and the highest level, which is unconsciously understood. What is more common now is that when watching movies and TV shows on iQiyi, Tencent and other websites, a 15-second silly plot advertisement suddenly appears, or a product advertisement that integrates the plot suddenly appears in the lower left or right corner of a movie or TV drama. This kind of marketing actually uses the influence of film and television dramas to make your products become memes and impress consumers. As for this kind of marketing, we should pay attention to: first, the time should not be too long, for example, many advertisements are 10-15 seconds, and more will be annoying; second, the frequency should not be too high, after all, everyone is watching movies and TV dramas, not advertising dramas; third, The placement cannot be perfect, just like in "Talk Show Contest", the contestants will always spare no effort to introduce the sponsor's products, some are very clever, and some are very hard. 7. Borrowing user marketing What is borrowing user marketing? That is, every action of a user paying attention to the brand may become a marketing point, such as observation, purchase, etc. Nowadays, there are often various Internet celebrity foods, such as Heytea, such as the former Master Bao, etc. In order to promote the brand, these Internet celebrity products often create a situation where supply exceeds demand. Of course, it was not created at the beginning, but Later, this trick worked repeatedly. You must have been worried about having to queue up to buy a cup of Heytea, or waiting in line to go to a new store in Pinchang. This feeling of helplessness, right? What you don’t know is that when you are lingering in front of the store and slowly moving up the queue, you are already a leverage point for the merchant. Other rating actions, such as various Meituan and Ele.me apps, are actually a means of marketing through users. What can help a brand occupy the market better than users’ affirmation? Through user marketing, three effects are taken advantage of. The first is the mass effect. In the same milk tea shop, there are long queues for Heytea, while other milk tea shops may be empty; the second is the word-of-mouth effect, which uses users' true evaluations to achieve the effect of word-of-mouth communication; third False empathy bias is the tendency for us to believe that our interests are the same as those of most other people. If you like playing computer games, it's possible to overestimate the number of people who like computer games.

You also usually overestimate the number of people who will vote for your favorite classmates, overestimate your prestige and leadership ability in the group, etc. Therefore, by making good use of these three effects, you can take advantage of users' momentum. 8. Emotional marketing The last type of marketing is emotional marketing, which means tapping into users' emotions, such as anger, fun, unexpected, etc., and using their own emotions to conduct marketing. For a while, earth-flavor marketing was particularly popular, with earth-flavor love words, earth-flavor packaging, earth-flavor copywriting, and earth-flavor videos, a kind of earth-flavor sentiments, suddenly deeply loved by the public. In comparison, those well-produced, high-end and atmospheric contents seem a bit "ordinary". Take the local-style "Fellow Chicken Press Conference" at the beginning of the year as an example. The cost of 200 yuan has achieved tens of millions of marketing effects, surpassing other marketing cases in the same period, and it can stand out even in the entire 2020. If you want to use emotional marketing, you must pay attention to knowing how to understand user emotions. Without insight, everything is in vain; knowing how to integrate user emotions and how to integrate users’ individual emotions with the brand is the most critical; know how to seize the opportunity, fellow Although the chicken press conference was successful, if you want to be a second fellow chicken, it will seem useless. Therefore, after the integration of insights, you need to attack quickly. You never know whether your competitors are already on the road. Write at the end to use hot spots, calendars, topics, opponents, platforms, film and television, users, and emotional marketing, which are 8 ways to take advantage of momentum marketing. I think leveraging marketing is equivalent to riding the wind and waves. Zhuge Liang took advantage of the east wind to outwit Zhou Yu, but whether this east wind is a tailwind or a headwind, you need to weigh it yourself.

The Mid-Autumn Festival and National Day are approaching, are you ready to take advantage of the momentum? The above is all the content shared by Huahua Xiaomeng, the columnist of Niao Ge's "Spring Feather Plan" column. If you are also knowledgeable about operations and marketing promotion and are willing to share your practices and thoughts with practitioners, welcome to join. Spring Feather Plan! If you want to cooperate and communicate with the author, you can also contact Niao Ge Notes Xiaoyu, WeChat ID: ngbjxym3-END-Recommended reading