"Liu Qian hot" phenomenon ignited fan marketing?

Obviously, Liu Qian’s limelight at the CCTV Lantern Festival overshadowed Xiao Shenyang. Although Dong Qing repeatedly stressed that she was not Liu Qian’s support, in fact, “Dong Qing is not trusting” can not stop this handsome Taiwan. The magician continues to be popular in mainland China. The small Shenyang, which is also popular with the Spring Festival Evening, has gained a skyrocketing price, but Liu Qian has made the magic a more fashionable and more fashionable thing. His performance has become a topic for many people after a meal. A large number of young fans try to reveal Liu Qian on the online forum. The magic, even began to look for all kinds of magic videos and books in the Internet and bookstores, as if for a moment, it would not be cool enough for young people to learn magic tricks.

The magic brings happiness to the audience because we are all eager to see the "miracle", and it is this "miracle" of eagerness and magic that ignites the curiosity of the audience, so that we are eager to explore like a newborn baby. Its mystery. Liu Qiang’s “killing” the three generations of fans in the old, middle and young generations, driving magical heat and magical heat, became a social phenomenon. As a marketing person, I smelled the “fan marketing”.

When thousands of “lead (Qian) silks are hot on Liu Qian’s magic on the Internet, it shows that the brand “Liu Qian” has become red in China, and there are so many fans of men, women and children, Liu Qian’s future "Qian Tu" is really a bright light! Open a magic school, run a personal magic show, watch a famous TV station, be a host, publish a book, or even record a film or make a movie. This magician who can speak, perform talent and play on the spot can become a new A generation of "multi-dwelling" superstars, I believe many people will not doubt.

Why is this? Just because there are enough fans

With the brutal suppression of manufacturers' brands by modern channels dominated by chain hypermarkets, and the decline in consumer brand loyalty caused by product diversification and homogenization, many well-known brands have begun to shift marketing positions from media advertising and retail terminals. On the Internet, because the network can more effectively and more specifically allow brands and consumers to interact, the media in the form of fan groups, clubs, communities, forums, etc., provides a low-cost, instant communication, unlimited space for the brand. Marketing platform. Fan marketing is a kind of precision marketing, interactive marketing and experiential marketing. In today's Internet age, consumers are becoming more and more savvy. A variety of information about brands can be obtained by searching online. TV advertisements and terminal promotions are sometimes less than friends' recommendations and online comments. Therefore, letting consumers fall in love with the brand because of their interaction and experience, and then willingly pay for it, is the ultimate goal of fan marketing.

In this regard, there are already pioneers

Unilever's brand and Lu Xue and "Fans Network" jointly use the online singing contest to encourage fans to upload works, and then get the voting code through the purchase and Lu Xue ice cream, the winner of the singer will be sent to Singapore with Lin Junjie, Jinsha Learn from a close distance. This event has received great attention, attracting tens of thousands of people to participate in the competition, tens of millions of people to participate in the interaction, and more importantly, the sales of ice cream and Lu Xue are booming. The Mantos brand, which is owned by Van der Meyer, has organized an event to let fans discuss how the magical advertisements of Mantos are made, and let fans make full use of their creativity to create their own illusion works through text and video. The generous prizes have inspired a large number of fans to join, and the number of forum visits has risen sharply. The ad word “Really Mentos!” is equated with “magic” and is widely circulated among cool men and women. Similar success stories include Lego's creative game, Colgate's cool fans, self-directed self-portraits, and so on.

These brands have interacted well with fans, earning brand loyalty and even faith, and loyalty and faith are the pursuit of a brand. I believe that when Liu Qian faced the screaming and cheering "lead silk", the heart must be beautiful, sweet as honey, good guys, the time for money to come!

As Liu Qian said: singing is not good or singer, dance is not good or dancers, but the magic is not a magician, but a clown. The same is true for fan marketing. How to keep fans' enthusiasm, guarantee activities and sales growth, and prevent fans from negatively spreading brands will determine the success or failure of fan marketing.

Liu Qian is a magician with high savvy and creativity and self-study. His blush is not achieved overnight. It is the unremitting exploration, design and practice of the audience, which has created a miracle that we can see. Liu Qian began to learn marketing and promotion five years ago, so his achievements today are by no means luck. The same is true of the brand's miracle. The brand needs continuous innovation. It must have new marketing moves, products and functions to attract consumers' applause and screams.

Well, everyone, next, is the moment to witness the miracle.