Presumably since Friday, people in Beijing have received a lot of information prompts, including but not limited to news broadcasts, car radios, text messages, APP prompts, video graphic advertisements, etc. It's hard to get information. If you still do not receive any prompts in this case, then it is probably the following two situations:
you are not in Beijing;
You are in Beijing, but you have lived as a god who is isolated from the world.
If it is the second case, there is a high probability that you will not see this article.
The heavy rain in Beijing happened to deduce a perfect marketing battle, how to fight it from the execution level.
1. Maximize channel utilization
If we regard the warning information of this rainstorm as the content to be disseminated, then what we should think about is:
to whom the information is passed;
What channels are they happy to use.
July 12 is a Monday. Then the labor force in Beijing has to go to work. Most of them are young and middle-aged, and they must use smart phones. Generally, there are at least a few common applications (one of) such as WeChat, Douyin, and Kuaishou in mobile phones. Therefore, in various APPs The reach rate of such information on the platform is the highest.
Obviously, if this is an advertisement to crack down on the sale of counterfeit medicines and health products, it should be more inclined to the channels commonly used by the elderly, including news, WeChat public accounts, paper leaflets, etc.
2. Periodic coverage
I think most mobile device users, like me, get multiple rounds of prompts. Almost every few hours.
Such periodic delivery in turn ensures the access and reading of information on the one hand, and also emphasizes the importance of the information on the other hand.
This is similar to the brainwashing effect of "viral transmission". When you focus on receiving a certain piece of information for a certain period of time, your subconscious mind will remember it and think it is very important.
For enterprises, don't be afraid of repeated use and reuse of a material, as long as it is valuable to users, then there is no problem.
3. Spontaneous dissemination
The heavy rain in Beijing rushed to the hot search! how much rain today →
It is precisely because of such strong exposure of practical information that users repost it by themselves. I believe that you and I have seen more than one person reposting related content in the circle of friends and Weibo, which once again strengthened the information to be transmitted, resulting in repeated exposure and dissemination.
In addition, many people have had divergent and entertaining discussions on this topic, which once again added natural traffic and popularity to the dissemination.
Fourth, the content is more digital, strengthen memory points
Let's first take a look at an excerpt from the official news:
On the 12th, there was still obvious rainfall in Japan. The local rain was stronger, and the rainfall could reach heavy rain to heavy rain. It weakened in the evening and the night tends to end. The cumulative rainfall in the city is 25-50 mm, 30-50 mm in the western and northern regions, and 50-80 mm in individual points, and the maximum hourly rainfall intensity can reach 30 mm.
Humans are naturally more sensitive to numbers.
The full text uses numbers to emphasize the telemarketing list amount of rainfall many times. Even people without common sense can quickly judge the severity of this rainfall.
Therefore, if there are numbers in your promotional content that can be endorsed, don’t be lazy, this is likely to be an efficient communication with zero cost.
5. Textbook approach: From strategy to execution
Finally, let's look at the official textbook strategy formulation and implementation:
The first is to organize meteorological, water affairs, self-regulation and other departments to conduct rolling joint consultations and risk research and judgment with each district in a timely manner, implement 24-hour monitoring, forecasting and early warning, closely track the weather situation, actively study preventive and countermeasures, and adjust and deal with them in a timely manner.
The first is to discuss and formulate strategies, that is, brainstorming + drawing conclusions.
The second is to strengthen the flood control inspections at the grassroots front lines and key locations, arrange inspection teams to go to specific locations in Fengtai District and Changping District to inspect the implementation of flood control, and keep an eye on the key projects and important locations of the grassroots flood control units (village, community), and then check and implement again. .