hotspots take advantage of marketing copywriting to let brands be discussed Relevant elements and emotions are integrated with the needs and emotions of the target population, and product elements and related selling points.
For example, when , Fan Bingbing and Li Chen were posted on Weibo and announced together with a group photo, it immediately became a hot spot on Weibo, and major brands immediately borrowed this A hot spot launches its own related copywriting, such as fast-hailing immediately follow up and publish a Weibo with the same text "we". The picture shows Kuaidi Dache and Didi Dache on the screens of two mobile phones, which means the relationship between Kuaidi and Didi... Yes, no matter what kind of hot spot it is, it cannot fall into vulgarity. For example, Gaojiesi borrowed from the hot spot when Fan Bingbing and Li Chen announced that they were together, launching "I am going to withdraw the army? There is a discrepancy.
In addition, not all hot spots have to be followed.Most of the brands that are cheerful and happy will chase them, but the controversial and even negative hot spots should not be pursued as much as possible to prevent damage to the brand image. Regardless of the type of brand personality, it should maintain the correct three views, and do not challenge the lower limit of consumers.
three ways to countdown the new product launch, apart from holding a new product launch event,
It is necessary for the media to warm up in advance to arouse the curiosity and expectations of the target group. The new product release copy is well done, and it can directly save the promotion cost for the company and detonate the new product.
1. Straightforwardly talk about the selling point and lead to the expectation
① _span_0span4 Incorporate related emotions. For seven consecutive days, using the theme of "Shadow·Image·Ji", each day is described from different memories and different scenes related to images, from photo studios, digital cameras, old mobile phones, double exposure, and Selfie functions, which resonate emotionally. And it shows the different advantages of the new product in the image.
OPPO mobile countdown copywriting: pspan 1 from the frontThere is a place called the studio
memory freeze smile,
now hide where?
from OPPO new fall conference there 7 days!
2000 ocean bring a digital camera and stay away
youth in a brighter future, which places you go?
from OPPO's new fall conference there six days!
130 million pixels of the old phone had disappeared
those old photos
has also been buried in the corner of time?
There are 5 days away from the OPPO autumn new product launch! _s pan4span
go to the second city,Use two mobile phones at the same time
life and work are tangled into double exposure photos. Benefits
from OPPO's new fall conference in 4 days!
......
directly out of a selling point, causing expect to be able to To create an atmosphere for new product releases, and to inform the purpose of new product releases, but if the copywriting does not have a strong connection with consumers, the communication effect will have an impact.
At the same time, inform the upcoming product launch conference. The display of numbers is very clever, and the related history of Meizu is also explained one by one, such as "the 5th product" and "the third press conference." Although the main purpose of the new product release copywriting is to inform, this series of copywriting has been Achieved this goal. However, the content does not have much relevance and topics to consumers, and it is difficult to cause dissemination.
Meizu new release countdown copy:
"Meizu MX Series, paragraph 5 products
about to show you 4 world leaders
3rd conference,There are more I want to tell you
After a lapse of February, the same location, different shocks
_span_span_span
_span
4"
2. Set suspense to inspire curiosity
In the new product release copy, it does not explain the selling point of the new product directly, but allows consumers to guess by themselves, which arouses people's curiosity and expectation.
's 2014 hammer mobile phone conference also used the suspenseful style of consumer auto-wording, and paid more attention to the personal style of Luo Yonghao , the founder of the hammer mobile phone.
hammer mobile phone new release copy:
"a great company will not help (to Takahashi was born)
not I chose this industry
It was destiny that chose me."
"When I washed my face, I found a faint (a'king' word) on my forehead) 1ppan1p... "
" the inevitable fate of the (future)
the eve of the great success
me sad ... ..."
"See you tomorrow"
0span 1 The selling point of the new product is launched on the basis that the brand itself has its own loyal fans. On the contrary, it emphasizes the personality characteristics of the brand and arouses curiosity and expectations.
3. Compare the advantages and disadvantages with competitors
By comparing the advantages and disadvantages with competitors,Highlight your selling point and attract the attention of the target group.
Meizu new release copy:
"thank Sony
Dafa taught us
to try to make the impossible possible
729 charm blue new conference 4 days left "
" thanks to Apple
taught us
how to do the best polycarbonate cover
729 blue charm new conference 3 days left "
"Sense Xie millet
no millet
not today's domestic mobile phone the ultimate price
729 Blue Charm new conference 2days left "
...
consumers can not directly feel the same benefits as the new competitors.And you can borrow the advantages of your competitors to add points to yourself. For example, Meizu’s new product release copywriting, through the attitude of a learner, brings out the different advantages of Apple, Sony, and Xiaomi one by one, and implies that they are not only learning about the brand The advantages are still trying to challenge.
today's treasury spit here it
want to know more about it
Follow us _ span4span
Let us grow together and move!
.-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-