Entrepreneurship sailing a flat boat, with what incantation can summon the dragon
Mar 24,2023 | lovespelltemple
Not ready to play a set of combinations of preparations, expect the burst point alone automatically viral proliferation, triggering national buzz, the second spread, the probability of explosion is very low, the ripple effect will not be wide. Satellite can not be placed at the designated height, both a waste of money and a waste of burst.
Sorry, the title is slightly lotus ghost story, because can play so dazzling, basically are the cultivation of immortal Yin Yang Daoist. Abu all these years painstakingly and exhaustively to do PR, a mind hollowed out to the cause of brand lore in the market economy with Chinese characteristics, that there is time for monasticism ah. So today is not a fantasy, and talk to everyone, in the hearts of entrepreneurs commonly exist "eager to summon the dragon to set off a huge wave" the burst point mentality.
Entrepreneurship, your feet is a flat boat
First of all, this swaying boat is somewhat deceptive, some entrepreneurs only see the poetry and romance, forgetting that it is fragile and easy to overturn. When the crisis suddenly descends, there is absolutely no room for maneuvering, and the result is death before the division. Others in this extreme optimism and pessimism, habitually tossed back and forth. Often the first day still feel like they have the whole world, but the first time you wake up, you feel like the world is leaving you. Just like the story in "Entrepreneurial Hardship": I slept like a baby and cried every two hours.
It's better to get the money, because the money is exchanged for time; if not, then life is basically in the second state. But even with VC, PE backing, you really think the flat boat can become a cruiser, it may not be. Even if the B round to tens of millions of U.S. dollars this amount, with the same rapidly expanding market unknown and business model desert than, your feet still can only be considered a flat boat. In general, you have to boil to the C round, because the equity dilution to this point, even if the boat capsized, the possibility of picking yourself out is very high. So as the saying goes, not to the C round is not a good man. But a look at the various entrepreneurial partners, can kill to the C round of rare, the statistics are generally single-digit per thousand. Therefore, admit that you are not in the wind, admit that your feet are a flat boat, pragmatic to seek progress is likely to win the opportunity.
I had coffee with almost all the new media focusing on entrepreneurship. In a relatively relaxed scene, I couldn't help but express a little selfishness to the A side like preaching: brother, more thinking and reporting from the perspective of entrepreneurs, more inclusive, constructive, positive energy, entrepreneurship is really not easy. I remember one time when I was doing industry promotion for a client, I got a call from the media saying that the title had "O2O" in it, could you change it? I said why? My friend was very frank: this word is not popular anymore, the industry and the capitalist look solid, it is recommended to change to "door-to-door service". Well, I also drank the second pot, from all the expectations to everyone shouting, O2O only took 3 years. We only see hundreds of thousands of fall down in our eyes, but selectively forget the good of O2O, they died and we do not have a cent relationship, they exist so that millions of people enjoy a variety of door-to-door food delivery, fruit delivery, door-to-door care, door-to-door manicure all kinds of convenience. For that other shore, they gambled their lives and their most energetic youth. MD, to me I also encourage "dual innovation", entrepreneurs are living thunderbolts ah!
The burst point is often a misunderstanding
Because of the work, there are 4-5 times a month communication meetings, the participants are either new companies, or new projects of mature business. Talking about the war is in full swing, the OWNER always hesitate 2 seconds, and then seriously ask: can we do a detonation event, our products or services a hit? Every time I hear this phrase to step on the gas, my brain speed will soar, a thousand words at a time surge of the heart. I never refuse to answer this question because of my admiration for the spirit of Lei Feng. The demand can be understood, but most people's heart bursting point, usually a misunderstanding.
Is the Uniqlo locker room and the Lujiazui hotel popping considered a breaking point? Subway undressing, throwing cell phones is considered a breaking point? The mall rolled mattress, forced a condom every day to chase the hot spot? Some of them are just accidents, just unintentional; some burst, out of control, you dare to claim it; some are just brush "presence". This kind of point explosion to whom? What is the significance? Sustainable? Most of the case is burst, burst to the gossip powder and boredom, the target audience does not feel the charm of the brand; most of the case is burst, the traffic up; then quickly forgotten, back to the truth. Even the death of more than 200 people on Malaysia Airlines also earned more than 1 month of attention, you expect your can hold up for how long?
Explosive points are not cheap.
Startups ideally are surplus, the only thing is the lack of money. The motivation for doing pop-ups is also to spend less money and do more. But whether it's a borrowed boat to the sea, or a stage to sing, once the point of worth bursting, you have to have the courage to surrender the investment. Where to arrange information sources? Those who are big celebrities to help fist hot topic? Those media follow up? What form of brand to harvest? Not ready to play a set of combinations of preparations, expecting the burst point automatically viral proliferation, triggering national buzz, the second spread, the probability of explosion is very low, the ripple effect will not be wide. Satellite can not be placed at the specified height, both a waste of money and a waste of burst.
Therefore, the cost-effective way of successful event marketing: not less money to do more, is to spend a million to do tens of millions of things.
Explosive point is not the sky is not auspicious.
Event marketing is never a whim, brothers and sisters a pat on the thigh, a touch of the brain, into the. The burst point, is a continuous system of trial and error accident. Burst point of this rose is the soil of survival. What is your niche market positioning? Who is the audience? What is the brand tone? Is it enough to have systematic and daily PR support and word-of-mouth communication? Popping point is not a deliberate creation of public opinion, is a continuous harvest of hearts and minds. To do the burst brand is to wear bottoms, once up to run naked, easy to make jokes and catch a cold. Entrepreneurial partners, the best option for lack of money is to do a good job of positioning the system PR, occupy the user and the industry mind. At the same time, start the system of trial and error of the burst point. With lean startup point of view is that, constantly with minimal cost to test whether a point can explode, wet feet in the river to feel the market feedback, user feedback, as a way to correct the idea and implementation. Try five or six times a year, you will be closer and closer to the success of the explosion, the probability is also greatly enhanced. Not to mention, even the industry's most powerful interactive communications company, the probability of blasting is one in ten two.
Can we really summon the dragon?
Actually, we can. This question contains 2 layers of meaning: where is the dragon? How to summon?
From a professional point of view alone, this question is beyond the scope of brand communication. But what's the harm in taking a leap for the sake of our fellow entrepreneurs? Or tell the story first. Last week, I went to the bottom of the sea with a friend. This chain of hot pot restaurant has become a textbook of offline physical marketing, the book is too many chapters of passionate service, not to name them all. We'll drink a mouthful of sour plum juice, together with the memory of the year: the first time I heard of the bottom of the sea, and taste, price has nothing to do with this auspicious mahjong terminology, is a colleague said: Holy shit, next to that hot pot restaurant waiting for a seat area is huge, sit there melon seeds, fruit, drinks and other snacks at will, the amazing thing is that there is a free manicure. Let's go, don't bring a penny, the afternoon week will go? The result is that the meeting is also open, the meal also ate. A group of brothers to accompany you brainstorming half a day, you kindly pat on the butt to leave? After a few more years, I heard that hot pot can be delivered. The ingredients are just like that, but the delivery of tableware, even garbage bags, gloves are also ready to be amazed; on the day of the meal, a buddy looking for a private room lost, all the service staff met to see his face confused, have helped him guide, including the ushers and bathroom attendants. You can't learn from Haidilao because you have learned the enthusiasm, not the system to continuously create the ultimate user experience.
Furniture City often go to: Red Dragon, Gibbon, Ikea. On the grade, material, aesthetic design, the first two really need to be able to laugh at the Swedish stupid hat. But think about a question, how long can you stay in the store on average? That is, the average page dwell time in Internet circles. Qingpu Outlet that Jibang, I can look at the eyes fall a ground, but just can not sit down, a large furniture mall half an hour to shop. But in IKEA, I stayed for half a day. More than half of the flow line are comfortable, neat sofas, chairs, Simmons beds, either group placement, or designed to look like living rooms and bedrooms, you feel free to cross your legs, or directly across the bed, reading or brushing the phone or gossip, no one rushed you, no guide asked you: which one do you like? We have recently had activities Oh. The last time I went to IKEA was on June 17 at the Xuhui Cao Xi Road store, and I was on the sofa discussing with an old lady from Jinhua, Zhejiang Province, how to eat ham for half a day. I don't want to go to Disney, I think IKEA is fresh and soothing, much more comfortable than the towering and crowded Qimon.
Ikea and Seabed are not my customers, but as a user I would recommend them to my friends for free. See? Build the product or service to the extreme, let them be amazed, let them experience a sense of pleasure after wanting to burst foul, the Dragon will appear. Is it hard? The dragon and the spell has nothing to do with the dragon in your products and services, to create the ultimate do not have to do everything, as long as the core experience while not appearing fatal shortcomings, the thing will be a play.
The dragon appears, how to summon it? In fact, you do not even have to recite the mantra, the user is your seeding machine, publicity team, you are in the event of marketing every day. Everyone OWNER, to this time, a small gift, a paragraph, a picture, a video, the simplest touch of communication can also set off a huge wave. Therefore, the primary focus of the point, in the Dragon rather than the mantra. Of course, not all products and services are popular, just need, high frequency. There are also cases where the dragon has appeared and the user is not yet aware of it. That's when the mantra has value.
Back then, Citizen, in order to open up the market in Australia and raise the awareness of watches, claimed that the watches would be air-dropped in a certain square on a certain day of a certain month, and whoever picked them up would return them to whomever. On that day, the manufacturer hired a helicopter to airdrop more than a thousand watches to the ground, and when the lucky people found their found watches intact, they all ran to tell each other. Citizen was greatly rewarded in a short period of time. In short, whether it is smashing Maotai or dropping the watch, the essence of the spell is not to deliberately create public opinion, but to closely surround and focus on the divine dragon and curate it to reap hearts and minds.
Up to this point, every interaction is positive energy, and every communication adds points to the brand. Even a flat boat can be proud of the river and the lake.