1、 Take advantage of the power of stars and celebrities. This is actually very simple. Everyone knows that it is the celebrity endorsement, "celebrity talk" and other ways to gain public trust, so as to stimulate the audience to follow suit. Anxi Tieguanyin Group is the first tea enterprise to borrow this model.
2、 Take advantage of the general situation of the industry. This is an almost infallible method, which can often arouse the recognition of the society and the public on the corporate image and social responsibility. To take a simple example, Liu Bang, the Emperor Gaozu of the Han Dynasty, was born in cloth clothes. Because he saw the situation that people were living in poverty and wanted to live in peace, he applied benevolent policies and made three agreements with people to meet their needs and win the world.
Similarly, whether we do public relations and activities for the enterprise or the enterprise itself, it is particularly important to recognize the general environment and trend of the situation, and correctly grasp the market opportunities. This requires us to always care about current events, industry situation and other relevant information and knowledge, and recognize the needs of consumers in the current situation. We can see that music mobile phones MP4、 Xylitol and so on were all successful because they combined the situation of the times and found the needs of consumers.
The development of the tea industry should be based on the stage of its own development. Qingyayuan chain brand is a moral development trend borrowed from society. Restore the ritual culture and carry forward the tradition. This conforms to the brand of the development of the times.
3、 Take advantage of holidays and special events. Usually, ordinary holidays or some commemorative days or events will be used by many businesses to hype up and hold various activities to attract consumers.
The same is true for public relations and communication. Holidays and special events can often give us a good reason. For example, on the 30th anniversary of reform and opening up and the 60th anniversary of the founding of the People's Republic of China, many enterprises have made contributions to it. No matter what they have done, they first took a priority step - that is, seized the market opportunity.
4、 I think it is important to take advantage of the stable structure and cultural accumulation in the minds of the public.
When we watch TV advertisements, we always find some methods that are often used. For example, there is always a plot of a family of three in an advertisement. Why? Because the public has a family orientation, focusing on family life and family ethics. Many advertisements have people who look like people explaining and recommending products. Why? Because most people advocate fame, doctors, professors, teachers in white coats, and even the red seal of an association are representatives of fame and can be used to describe products.
In addition, we can also use the public's "public opinion brand" and "conformity psychology" to shape the brand. For example, the "news hype means" that enterprises have always used is to use its "public opinion guidance". (Zhou Bo)