Home
This course will be delivered in Chinese. PPT won't be shared.
For most enterprises, the daily promotion and PR activities have become a routine. While relevant employees may feel that there are more restrictions on creativity and planning, which is difficult to break through.
We always see some marketing articles announce that newsjacking can help you break the internet. While, what is the reason behind? Can newsjacking be applied to all industries rather than just FMCG (fast moving consumer goods)? Hotspot marketing, also known as newsjacking, should not be limited to FMCG industry since the word hotspot is a general term, which occurs in every fields. The rules in hotspot marketing is a strategic methodology which can be a guideline in various situations.
By following the 10 rules, the branding department can keep pace with the hotspots and use them wisely. Meanwhile, these rules will also solve many practical problems in marketing and promoting.
Who Should Attend?
This course is suitable for junior and senior employees in marketing, PR and advertising departments who are responsible for budgeting, planning, operation, and implementation, for instance, marketing managers, PR managers and market specialists. Relevant working experience will be beneficial for understanding the course.
Course Outlines:
Session 1: Find the point with responsive chord of people
- The hotspot should be the trigger point
- How to arouse sympathy
- Stimulate the resonance of the audience
- Lead an interaction
- Learn from the feedback
Session 2: Right-on-time
- Timeline is the key point
- Catch the hotspot of regular festivals
- Methods for newsjacking
- Case study: Using the tactics in real life.
Session 3: Be consistent with your branding strategy
- The newsjacking should always respond to branding strategy
- Case study: Using the tactics in real life.
Session 4: Be relevant to your brand
- Be relevant to your brand.
- Whether the hotspot is relevant to your brand.
- [Quiz]: Applied mentioned rules into practical cases.
Session 5: Find connection
- Find connection between brand and hotspot
- Mind the audience: How to expand your target?
- Case study: Using the tactics in real life.
- [Quiz]: Applied mentioned rules into practical cases.
Session 6: Find links
- Creative ideas with strategy
- Talk to the audience in the trade shows
- Interacting with business partners
Session 7: Have some fun
- Give a reason for the audience
- Arouse audience's feelings
- Interact with audience
- Get the feedback from the audience
Session 8: Be creative
- Create something meaningful
Session 9: Write a story
- Tactics for a good copywrite
- Play with words
- Humor is necessary
- Short, flat and fast
- Focus on a point
Session 10: Let people spread the story
- Story is spread by people.
- Build a calendar to spread the story
- Some tactics on spreading the story.
- [Quiz]: Applied mentioned rules into practical cases.