Most of the traffic has been drawn to a recent internet war between Zhang Lan, Wang Xiaofei, and Big S. A effective storytelling marketing campaign was hidden behind that tale. The top flow marketing model uses storytelling. If you do good marketing, your profits will astound you. With Zhang Lan's wave of storytelling marketing, the number of things sold each week increased by the tens of millions, and her live popularity increased by a factor of 20.
Then we'll discuss how to use storytelling marketing; the information is excellent and not to be missed.
1. -- CREATE THE MOMENTUM OR BORROW IT?
The decision between borrowing and creating a momentum must consider both the effect of prediction and the cost control of a horizontal comparison. Creating a momentum cost more but is more manageable, giving you more time to plan your storytelling. Borrowing a momentum cost less but is more uncontrollable, and the marketing effect will be lessened by the hot spot's extreme focus.
Therefore, for many small enterprises, using existing momentum to generate new momentum should be the first option, much like Zhang Lan did this time in a textbook operation.
Simply said, using momentum to draw attention, generate momentum to increase traffic, participate in the dispute between Wang Xiaofei and Big S, provide the proof to the insider, and take advantage of the chance to aggressively market all the storytelling-related items.
2. -- THE SUBSTANCE IS KING; WHAT IS THE CONTROVERSIAL SUBJECT?
It is necessary to build momentum after borrowing it and building momentum entails developing a subject and watching for news bursts. It is commonly accepted that a topic that may readily disrupt dialogue must satisfy the requirements listed below.
I. INTERACTIVITY The audience's main area of interest—the parents of celebrities—has been effectively utilised by Zhang Lan.3. authenticity In this era of marketing proliferation, the audience and the media have long been immune, single this storytelling hasten like a serial, exposed to everyone a period of storytelling s, we are witnesses, so incomparably real
II. PARTICIPATION FEELING Zhang Lan used a tearful tone of voice to evoke empathy in the general populace while simultaneously bragging about her true character and commendable entrepreneurial spirit, creating a stark contrast. She then used this to sell all the event-related goods—eyeliner pencils, briny eggs, which can be described as all aspects—instantly exploding as a single item.
III. GENUINENESS The public and the media have long been impervious to the expansion of marketing in our era. Every event has been revealed to everyone like a series, and we are witnesses to happenings that are quite true.
3.-- Mix of media
On November 21, Zhang Lan's live broadcast was limited to a second line of melon eating when Wang Xiaofei began to "go wild" on Weibo. She didn't run from the situation either; she broke the news of Big S's marital infidelity in the live broadcast room and said that she had proof of it.
While Wang Xiaofei and Big S continued to be "at war" on November 22 and 23, Zhang Lan's live broadcast company continued to thrive. Every day, she brought merchandise to the show, and sales kept rising.
This "farce" reached a crescendo during the live broadcast on November 23 in particular.
On November 21, Zhang Lan's live broadcast was limited to a second line of watermelon eating when Wang Xiaofei began to "go wild" on Weibo. She didn't run from the situation either; she broke the news of Big S's marital infidelity in the live broadcast room and said that she had proof of it.
While Wang Xiaofei and Big S continued to be "at war" on November 22 and 23, Zhang Lan's live broadcast company continued to thrive. Every day, she brought merchandise to the show, and sales kept rising.
This "farce" reached a crescendo during the live broadcast on November 23 in particular.
A flawless combination that perfectly completes the story chain may be said to have occurred with this wave of media combination operation.
On that day, there were over ten million spectators, and Ma Liu Ji's items accounted for more than 60% of the sales in the live broadcast room, which ranged from 12.5 million to 20 million yuan.
The followers of Zhang Lan's account were likewise assured, just as the popularity of the live broadcast room was. The quantity of merchandise brought in by Zhang Lan's live take-home account also skyrocketed in just one week, with take-home sales topping 40 million and each individual fan of Zhang Lan's live account increasing by roughly 2.5 million in only seven days, sales for each live broadcast reaching 6 million.
On November 20, the brand's one-day live sales were just over 100,000 yuan; by November 22, the single-day live sales had exceeded 5 million yuan, directly doubling by more than 50 times, with many single products sold out directly and engaging in pre-sales.
Who exactly is in the live stream room eating melons while they can't resist placing orders? New Shake data shows that nearly 95% of Zhang Lan's live-streaming audience are women, most of whom are in the 31-40 age group.
Users in this age group may have seen several of Big S's masterpieces and have witnessed the flash marriage between Wang Xiaofei and Big S back then, as well as the flurry of chicken feathers after more than ten years of marriage, and now that the divorce has started, the audience is still these people, but unexpectedly Zhang Lan has been transformed into a consumer of Ma Liu Ji.
Today, on the fourth day of fermentation, Zhang Lan seems to be on the verge of replacing Wang Xiaofei himself as the "top stream".
After reading Zhang Lan's textbook event marketing operation today, what ideas and suggestions do you have for your own product marketing or property marketing, please feel free to leave your comments and participate in the discussion.
Let's share 6 classic storytelling marketing case studies to share:
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