Specifically, the media compete for consumers' attention and use consumers' own communication power to subtly guide market consumption in a relaxed and entertaining way. In other words, it is a marketing strategy to improve the visibility and reputation of enterprises or products, establish a good brand image, and finally promote the sales of products or services by taking advantage of the trend, creating momentum and taking advantage of the situation.
For enterprises in China, few people can make good use of opportunity marketing. Many enterprises always waste resources and energy when using opportunity marketing, but get nothing.
For example, many enterprises think that "building momentum" is the crazy bombing of advertisements and various promotional activities. Either a large number of TV advertisements, radio advertisements, newspaper advertisements, magazine advertisements and outdoor advertisements are bombarded, or posters, brochures, various clips and leaflets are flying all over the sky. Either waste money or create "colored garbage", which makes road cleaners miserable. It is believed that "taking advantage of the situation" means that at all kinds of commodity fairs, trade fairs, promotion meetings and even folk temple fairs, gongs and drums are loud and beautiful women are like clouds. Some even spend a lot of money to hire celebrities to join the promotion team and make a show on the spot. Almost all kinds of activities of "creating momentum" and "taking advantage of the situation" have been pushed to the point of "reaching the peak".
This kind of "creating momentum" and "taking advantage of the situation" is not a competition of marketing strategies or wisdom, but a big competition of corporate financial resources. Some enterprises with no strength or insufficient financial resources seem to be "forced to go to Liangshan" and borrow money to "build momentum". Finally, it changed from "creating momentum" to "gambling". As a result, the winner was black and blue, and the loser never looked back. I don't know how many corporate heroes have fallen in this "building momentum" and "taking advantage of the situation".
We often stop to watch some shopping mall opening activities, real estate sales activities or new product release activities. The scene is very warm, the activities are very lively, there are many programs and many people. But if you think about it carefully, you will find that the form of the activity is not organically combined with the theme of the activity, and the form does not serve the content. The audience didn't know what the theme of the event was at all, and even made jokes like grabbing gifts. This not only fails to achieve the pre-publicity effect, but also reduces the level of activities and affects the brand image of the enterprise. Many uncoordinated factors are like uncooked rice on a plate, which is difficult to swallow and even more difficult to digest.
For example, many clothing manufacturers, especially underwear manufacturers, attach great importance to roadshows and often set up fashion shows inside and outside shopping malls. This does give the audience a chance to feast their eyes on a fashion show for free, but often the audience is not the target consumer, and their focus is not on the product itself, but on other intentions. Real buyers still don't know what brand, material and price these clothes are. What's the point of such activities?
Many enterprises only pay attention to short-term behavior, but not to long-term marketing strategic planning. Enterprises lack the overall corporate strategy and are very random, so there are not many examples of throwing water into the water. For example, spend hundreds of thousands to sponsor a party, spend tens of thousands to do a roadshow and so on. The activity itself has little to do with the promotion of enterprises and products. Naturally, it cannot create momentum for enterprises, and there will be no more gains except wasting the money of enterprises.
In fact, marketing by taking advantage of the situation is a continuous work. Opportunity marketing, as a new marketing method, integrates news effect, advertising effect, public relations, image communication and customer relations, and has become the first choice strategy for new product promotion, brand display, brand identification and brand positioning. Therefore, in order to benefit enterprises, we should not be "an instant hit", but have a strategic vision, think from the future, and from now on, constantly adjust marketing activities around certain themes.