58 innovative plans for marketing

Chapter 24 Network Marketing Planning (4)
Blogs allow marketers to move from passive media dependence to self-publishing.Under the traditional marketing model, companies often need to rely on the media to publish corporate information, which is not only limited, but also relatively expensive.When marketers have their own blog, you can publish all the information you want at any time.As long as the information does not violate national laws and the information is valuable to users.The emergence of blogs has brought about a major change in the marketing concept and marketing methods of marketers. Blogs give each company and everyone the power to freely release information. How to effectively use this power to serve corporate marketing strategies depends on marketers. Factors such as knowledge background and application ability of blog marketing.

Classic look back
Foreign podcast producers have brought innovations and breakthroughs in business models to podcasting, which has taken the cause a big step forward.Extensive program content and a wide range of listening groups all make the traditional broadcasting industry face a new revolution. The Nate and Di Show is the podcast production of avant-garde couple NATE and DI.The couple has produced nearly a hundred episodes of raunchy, daring talk shows in their home and delivered them to thousands of online listeners around the world.Later, the couple reaped a fortune when HBO HBO promoted a polygamous show, Big Love, on the couple's podcast. "We have been wanting to give up other jobs and devote ourselves to podcasting. This is an important step." NATE said, "In order to get sponsorship from mainstream media, we have been calling for many years, and now this wish has finally come true."

The couple said they first got into podcasting and experimented with it a few years ago. "A lot of what's on the show is actually based on our everyday lives, whether it's trivial family matters or world news," says NATE. In the first three installments of The Nate and Di Show, the couple recounted A tax dispute they personally experienced.The couple's accounts have been questioned by the local tax office after the owner who financed the couple's drive-in operation made a tax return error.When the matter was finally settled smoothly, the corresponding interest and debts were returned to their bank accounts.Finally, they played a formal letter of apology from the local tax department on the show.After the broadcast of this program, it triggered a big discussion in American society on social issues such as politics and religion.

There are many other news events related to podcasting like the above.Dissemination of audio programs through the Internet, podcasting is triggering a new round of Internet revolution, not only individuals, but also traditional industries are gradually involved in this revolution.

Skillful touch
The so-called podcast, simply put, is that netizens use some free and easy-to-use software (such as Apple's iTunes free music software), go to the Internet through the Podcasting platform website or search, you can find many websites that provide podcasting downloads, netizens can Download and subscribe by yourself. In addition to listening on your personal computer at any time, you can also carry music or radio content with you through portable music players such as iPod. After you subscribe, you only need to start these software in the future, and it will automatically go online Go to the place you subscribe to and update synchronously, no need to update content one by one yourself.

The origin of podcasts is very directly related to blogs and iPods. However, the scope of application is not limited to listening to MP3 players. For example, news broadcasts, short family stories from east and west, self-talking and singing small bands, book art guides, etc. , can be applied in many ways.

thinking innovation
Podcasting is about to become the next "killer" media marketing application strategy due to its civilian, grassroots, community, and changeable characteristics:

1. Civilian nature.Broadcasting stations that originally transmitted through sound, in addition to rich funds to start the station, the most important thing is to have a legal broadcasting license.Now, with podcasting technology, anyone can use a tape recorder to record content by themselves, and then transmit the sound to people all over the world through the Internet in a simple way. This mode breaks the production ecology of traditional radio stations, allowing enterprises and individuals to establish Possibility of own broadcast media.

2. Grass roots.Because everyone can record their favorite content, not only radio celebrities have the right to "speak", students can record all kinds of new and interesting things that happen in school every day, office workers can record their favorite music introduction, no matter how unpopular The content of the topic can be decided by oneself, which is completely grassroots.

3. Community.Through the combined application of network blogs, podcasting has a basic concept of community, whether it is a series or a reference mechanism, so that the original one-way voice transmission has more room for interaction, no need for phone callin, the network can Provide interactivity and discussion.

4. Autonomy.In addition to the grass-roots nature of the recorded content, netizens who listen to it on the Internet also have more choices. There is no need to painfully search for the program you want to listen to on the radio at a fixed time. Through Podcasting, you can download and transcribe the content you are interested in at any time. From MP3 player to MP[-] player, you can listen to your favorite music or radio anytime, anywhere.

5. Variability. Each period of podcasting is free, it may be 5 minutes, it may be 30 minutes, someone may talk from the beginning to the end, or it may be just a few sentences to share the mood. Possibilities happen.

Therefore, the focus of Podacsting's media marketing is not to network the existing radio programs, because the listeners divided and affected by this method are actually the majority of people who originally used the same media, but the media has changed from radio to the Internet. What Podcasting media marketing really wants to affect is the potential users who did not listen to the original broadcast programs.

Practical points
Not only does podcasting offer a more engaging way to engage your consumers and prospects with relevant content, it’s also optional — the freedom to choose when, where and how you listen.They can play the podcast while doing another thing; they can also download it to an MP3 and listen to it at their convenience -- on the shuttle, at the gym or at home.In addition, because podcasts are easy to produce and require little investment in hardware and software, they can deliver key messages and enhance brand perception with minimal financial investment from B2B marketers.

Given the ease of listening to podcasts, it's no surprise that B2B marketers are excited about including podcasts in their e-newsletters to increase brand awareness, generate sales leads, and build stronger relationships.As a push medium, an e-newsletter should be a more effective way to distribute podcast files than a website.

Podcasts also provide a unique opportunity to connect with clients or prospects more personally.For example, what used to be a newsletter plus a pre-written letter from the editor can now be produced into a podcast with the same content, creating a personal, interactive relationship between the editor and the subscriber.In fact, any e-newsletter that can be presented in a Q&A format is ideal for a podcast.

Scene reconstruction
1. Scenarios
The new version of iTunes 2005 software released by Apple at the end of June 6 fully supports podcasting, through which users can easily subscribe to free podcasting content provided by more than 4.9 media (including audio program content of ABC, BBC, Disney, ESPN, etc.) .And in July 3000, foreign traditional media giants launched a "enclosure movement" for the new communication method of podcasts. ABC, "Newsweek", ESPN, and Disney all launched free "podcasts" on their websites. service, and CBS TV station plans to launch the first network transmission program soap opera "Lighting Light" as a podcast service.

Question: What is your opinion on this?
2. Role simulation
If you were the planning director of a publishing house, how would you use podcasts to promote and market a new book?Choosing a Celebrity Podcast or a Corporate Podcast?

3. Thinking Enlightenment
For salespeople, what is the significance of plug-in marketing?
From a sales development standpoint, podcasts provide a way for salespeople to spend more time communicating and maintaining relationships with promising prospects.Because any communication medium can be associated with a podcast.You should avoid taking more than 15 to 30 minutes of your audience's time.If a podcast file is running well, this length of time should be more than enough.It’s also important to keep your podcast rich in content, not just for sales, to avoid losing listeners or losing credibility.

The best way to do this is to use analytics to track podcast consumption and provide detailed reports.If your newsletter service provider has the right tools, podcasts are certainly trackable and measurable, just like all subscription activity.You can monitor which subscribers listen to podcasts, and even identify which podcasts have been forwarded to others.By tracking podcast listening rates, you can gain valuable information about your subscribers' interests.This allows you to tailor and formulate future marketing campaign plans to try to provide each audience sub-group with as much content as they like, thereby strengthening mutual relationships and enhancing brand loyalty.

Podcasts can also help B2B marketers reach out to the wider industry, making their e-newsletters a more effective marketing tool.Some companies have seen the popularity of podcast files among newsletter subscribers.One company even found that podcasts and podcast transcripts are more than 225% more popular than other monotonous text files.It's clear that e-newsletter subscribers are more likely to receive content of interest through podcasts.So if you're a B2B marketer, including a podcast in your newsletter will give more people the chance to hear your voice.

4. Physical training games
Props: some paper, some pens.

Number of participants: 10 people.

Method: 10 people were divided into 2 groups, 5 people in each group.Set a specific scenario, and the two groups write a podcast marketing plan for a specified product.

Rules: Which group's plan is complete and feasible within the specified time, which group wins.The time is 90 minutes.

Purpose: Through the game, cultivate the game participants' ability to plan podcast marketing.

5. Improve plan
Reference answer

1. Situational case: The answer is omitted.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment: the answer is omitted.

(End of this chapter)