Everything in the world is related. Finding the internal laws between things, integrating resources and connecting two seemingly unrelated things in series are the secrets of continuous news planning.
3. The reality is that the audience spreads excessively, the per capita advertising cost is high, the information is scattered, and customers change from passive to active;
4. Brand is a bright light in the ocean of commodities;
5. The more products with asymmetric information, the more branding is needed, such as plastic surgery. Reasoning to the promotion of plastic products, I think we can also choose some projects with low product maturity and many blind spots for consumers to package into brand projects;
6. The role of advertising language is to distinguish brands from categories. People's usual thinking is to consider the source of goods and make purchase decisions with the brand.
7. Advertising solves the problem of popularity, and the brand gives consumers a reason to buy and a reason to choose without it;
8. At present, there are four common problems in the plastic surgery industry: imitation, sleepwalking, masochism and mania;
9. Characteristics of medical products: non-standardization, no samples, and synchronous production and consumption;
10. From the medical point of view, diseases can be divided into three categories: incurable and self-healing (about 50%), treatable (about 8-20%) and immortal (about 30-42%). People have different channels to see a doctor after they get sick. Going to a hospital is like donating incense money to a temple. Rich people donate more, while poor people donate more.
1 1, 80-92% patients pay attention to doctors' humanistic care, and there are three criteria to judge whether a doctor is a good doctor: medical ethics, medical skill and service;
12, the reality is: the treatment technology can't keep up with the detection technology, and many hereditary skin problems belong to genetic inheritance, and non-surgical treatment can only treat the symptoms rather than the root cause;
13, to be a brand is to manage the brains of consumers, and the core values dominate everything in the enterprise;
14. Industry status: large scale, chaotic industry, high profit, fast growth and few brands. Don't be the first, be the only one, and market segmentation is imperative;
15, the brand is like a lighthouse in the dark, and its brightness, height and angle determine the value of the lighthouse;
16, the core of brand value is brand association, so the precipitation of event marketing is an effective way to increase brand value;
17, the brand is vivid because of the story. If diamonds are not equal to love, will girls be moved by receiving diamond rings?
18, the advantages of event marketing: wide audience, strong suddenness, large short-term information, strong long-term extensibility and low publicity cost;
19, advertising costs money, and the story is troublesome; The planner wants to change the old woman selling melons into the king of stories;
20. Without quality support, the brand is empty;
2 1, pay attention to the value of patents and don't rely on doctors. Without doctors, patented technology is still there, which is the core competitiveness;
22. Innovative thinking, we need "abnormality";
23. Planners spend a lot of time every day looking for news points and materials and finding the relationship between them, which is the source of planning ideas;
24. According to the characteristics of the industry, it is difficult to get news from private hospitals through normal channels, but it is much easier to cut in with the help of third-party institutions (such as charities and non-profit organizations). Therefore, a winding path can also be used;
25. Advertising needs to be accurate and hit the nail on the head; Event marketing will create suspense, twists and turns;
26. Event marketing planning requires planners to have thorough, meticulous and professional skills!