大乐透历史5重号

@致力于文化传播给企业带来的价值

图书玩跨界,赠品营销的风云江湖

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发表时间:2018-10-28 11:26作者:成名来源:鸟哥笔记网址:http://3g.nrnlf1.icu

图书玩跨界,赠品营销的风云江湖


MEIDANGWOMENTANQI「TUSHUYINGXIAO」,ZONGNENGKANJIAN「YAOFENG」CHENGDANZHE「TUSHUGUODUYINGXIAOZHISUOYING」DETOUXIANZHANZAIYULUNCHANGDEFENGKOULANGJIAN。

图书玩跨界,赠品营销的风云江湖

但不得不承认的是,腰封之所以演变成现在这样充满着各路「腰封小王子」、「流量大 V 无责任(无阅读)推荐」、「不管有没有关系总之先碰瓷就对了」的路线,跟当下网络购书渠道渐成主流,线下图书销售益发困难的市场焦虑,有很大的关系。

YAOFENGBENLAISHI 50 NIANDAIZHUJIANCONGRIBENXINGQIDEYIZHONGCONGTUSHUHUFENGYANBIANERLAIDEXUANCHUANSHOUDUAN。

图书玩跨界,赠品营销的风云江湖

1957NIANCHUBANDESHEYINGJI,SHIMUQIANGONGRENZUIZAOCAIQUYAOFENGSHEJIDEJIBENSHUZHIYI。

大乐透历史5重号DANCONG 1998 NIAN,SHANGHAIYIWENDE《XIANGYUEXINGQIER》JIEJIANRIBANTUSHUSHANGYANYAOFENGDAXIDAOXIANZAI,ZUOWEIZHONGYAOTUSHUSHOUDUANDEYAOFENGJIHUYIBEICHEDIQUMEI。

图书玩跨界,赠品营销的风云江湖

TEBIESHIDUIYUYI、ERXIANCHENGSHIDEGOUSHUZHEERYAN,JIBIANBIANJIZAIWENANDAMOSHANGDANJINGJIELV,WEIYI、LIANGGEZIDEDIAOZHENGSHUYIQIGAO,ZAIXIAOFEIZHEKANLAIYEBUGUOSHIPINGKONGYOUJIYIBENSHUZENGTIANLEYICHUCAODIAN。

图书玩跨界,赠品营销的风云江湖

DANGWENZIDEGANZHAOYIFASHIQUXIYINLI,SHENGXIADEZHIYOUYONGKEJIANDEJIAZHIHELIYIQUXIYINYONGHU。

所以,越来越多的图书在出版营销时走上了「高附加值」的赠品模式。

JINTIAN,JIURANGWOMENLAIPANDIANYIXIAYIXIEZUGOUJINGDIAN(HUOZHEQIPA?)、HUOZHEZUGOUYOUCHUANGXINLIDETUSHUZENGPINYINGXIAOANLI,TANTANJIARUXIANGYAOYIKAOZENGPINYINGXIAOLAITUIDONGTUSHUDEXIAOSHOU,YINGXIAOCONGYEZHEDAODIXUYAOYOUDUONULI。

1.当常规赠品已经成为标配的时候送什么才能吸引眼球

赠品越来越丰富或者「奇葩」,跟常规赠品已成标配这件事有着非常直接的联系。

大乐透历史5重号SUIRANNANYIKAOZHENGDAODISHINABENSHUKAILEZHEIGEXIANLI,DANXIANZAICHULEDAOBANSHU,NIMAIDAODERENHEYIBENXINSHULIMIAN,ZHISHAOHUIJIAZHEYIZHANGYONGLAIZUOSHUQIANDEKAPIAN,TAYANRANHEYAOFENGYIDAO,CHENGLETUSHUDEBIAOZHUNPEIZHI。

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图书玩跨界,赠品营销的风云江湖

这种周边赠品有时候的确格外有奇效,抖音图书带货达人好书博物馆」曾经推过弗雷德里克·巴克曼的《时间的礼物》,视频中推荐的版本和「三网」售卖版本比起来,多了一款定制的徽章。

图书玩跨界,赠品营销的风云江湖

这个小小的赠品给这本并不是特别厚的书提供了惊人的「超值感」视频上线两个小时就销售超过 4000 本,甚至有很多人通过各种渠道来咨询,这个徽章到底能不能有单卖的渠道。

DANWULUNSHIHUIZHANG、TIEZHIHAISHIFANBUDAI,ZUIDADEWENTIZAIYUZENGPINBENSHENBINGMEIYOURENHESHEJIAOMEITIKUOSANDENENGLI,TEBIESHIYUDAOYIXIEYUANYIWEISHEJIMEIXUE「XISHENG」YINGXIAODEBIANJI,HUIDAOZHIJIBIANYOURENCHUANBOZHEIGEZENGPIN,BIERENDOUBUZHIDAOTADAODISHISHENME?

图书玩跨界,赠品营销的风云江湖

这样,赠品再受欢迎,一旦离开了「好书博物馆」这样的强流量入口,它对营销的带动能力,也近乎没有存在。

2.自带流量的优质赠品应该是什么样的?

TUSHUYINGXIAODEBENZHI,HENDUOSHIHOUSHIYAOJIEJUEYIBENSHU「MEILIULIANG」DEWENTI,RUGUOZENGPINNENGGOUZIDAILIULIANG,XIANRANSHISHANGSHANGZHIXUAN。DANYIHANDESHI,XIANYUCHUBANXINGYEXIANGDUICHUANTONGDEYINGXIAOMOSHIYIJIBENSHENDEYUSUANXIANZHI,ZHEIZHONG「ZIDAILIULIANG」LUXIANSHICHANGHUIZOUPIAN。

ZUIJINJINIANZUIZHUMINGDEYIGE「ZOUPIAN」ANLI,MOGUOYU 2014 NIANYOUZHUYINGCHUNZHUBIANDE《FEIROU》,TADEZENGPINFANGDAOJINTIANLAIKANKEYISHUO「XIAZULEXUEBEN」——1 ZHANGROUPIAO,GOUSHUZHEPINGZHEIZHANGPIAOJIKEZAIMOUGOUWUWANGZHANSHANGDUIHUANJIAZHI 40 YUANDEZHUROUYIFEN,HAISHIFAGUOZHUROU,JUEWUTIANJIANEIZHONG。

图书玩跨界,赠品营销的风云江湖

大乐透历史5重号MAISHUSONGROUBENLAIJIUPOWEIXINQI,GENGHEKUANGZHEIBENSHUDEYUSHOUJIAGEZHIYOU 36 YUAN,JIEGUODAOQUESHIZHAOZHILEYIZHENDEQIANGGOUFENGCHAO,DANSHEIDOUKANDECHULAI,QIANGGOUZHEDOUSHICHONGZHEZHUROUQUDE。

XIANGZHEIYANGDEZENGPIN,JIBIANQUESHIZAIYIDINGCHENGDUSHANGDAIDONGLETUSHUDEXIAOLIANG,DANSHITADAILAIDEFUMIANXIAOYING,KONGPAYEBUSHIDUOMAICHUQUJIQIANBENSHUNENGGOUMOPINGDE。

图书玩跨界,赠品营销的风云江湖

当然,「自带流量」的赠品不都是这样走偏的画风,假如赠品和目标读者的特征、阅读习惯足够精准匹配,又能图书本身产生强关联,当赠品摆在那里,流量就自然而来了。

GUONEIZUIZAOYIKAOCHUSEDEZENGPINSHEJIDAIDONGYANQIU,SHENZHIZHIJIEYIKAOZENGPINZHUANHUAXIAOSHOUDECHENGGONGANLI,2007 NIANDE《EMOZHIWENⅠ》,ZHEIBENSHUDEZENGPINZONGSHUJIDUO,YOU「NANSHENGNVSHENGJIAOHUANRIJI」2 BEN、「AIDEMIMAXINZHI」1 BEN、「MOFAZUOXIBIAO」1 FEN、「TOUMINGXINQINGTIEZHI」1 ZHANG、「MEILISHUQIAN」1 ZHANG。ZUIHOUDANBENXIAOSHOU 60 DUOWANCELI,ZHEIXIEZENGPINDELIULIANGGONGBUKEMEI。

2014 NIANDESHANGHAISHUZHANSHANG,20 CE「QIEJINGDIAN」JINGZHUANGBANTAOZHUANGDEXIAOSHOU,YESHI「ZIDAILIULIANG」DEYOUXIUZENGPINZHIJIEDAIDONGXIAOSHOUDEJUEJIALIZI,CHUBANSHEWEIZHEITAOSHOUJIA 1580 YUANDETUSHU,FUZENGLEYIZHIYIKAILUYAKEMINGZUO《On the Road》WEIZHUTI,YIQIEJINGDIANSANDUANSHIFENGMIANSHEJIWEIZHENGTITUAN、YOUMINGPAIXIANGBAOCHANGJIADAIGONGDEXIANLIANGBANXINGLIXIANG。

SUIRANTUSHUDEJIAGEZUGOUGAOANG,DANMEIYOUGAOGUOSUIZENGDEXINGLIXIANGDUIDUZHEDEXIYINLI,SHUZHANSHOURIBUDAO 1 XIAOSHI 10 ZHIXINGLIXIANGBIANBEIYISAOERKONG,SHUZHANDISITIAN 500 ZHIXINGLIXIANGBIANSHOUQING。DANGBEIWENJIMAIZHEITAOSHUDEYUANYIN,YOUDEDUZHEBIAOSHI「DIDANGBULEXIANLIANGBANXINGLIXIANGDEYOUHUO」,YOUDEDUZHERENWEI「XIANGZIYOUFANER,SHUYOUYOUSHOUZANGJIAZHI,WOJUEDEZHI」。KEJIANSUIZENGDEXINGLIXIANGDUIZHEITAOTUSHUDEXIAOLIANGYOUDUODADEGONGXIAN。

3.当赠品转型成赠品营销会爆发怎样的传播力量?

DANWULUNZENGPINZAIZIDAILIULIANG,DANG「ZENGPIN」ZHISHIZENGPINBENSHENDESHIHOU,TASUONENGFAHUIDELILIANGZHONGGUISHIYOUXIANDE,SUOYIYUELAIYUEDUODETUSHUGONGSIKAISHIXIANGGUANGGAOGONGSIYIBAN,LIANDONGZUOZHEHUOZHEPINPAIFANG,WEIRAOZHE「ZENGPIN」ZUOQILEZHENGTAOTUSHUPINPAICHUANBODE Campaign,GUOMAIWENHUAJINNIANDEJICIPINPAICHUANBOCHANGSHIJIUSHIJIUSHIYIZUFEICHANGYOUJIAZHIDEANLI。

2019 NIANYEXUKEYICHENGWEIGUOMAIKUAJIEYINGXIAODEZENGZHANGZHINIAN,ZAIBANNIANNEIGUOMAILIANHEQINGSHENVXIEPINPAI 73Hours HEJINGDIANGUOHUOHUAZHUANGPINPINPAIBAIQUELING,TUICHULE《QICHANG》LIANMINGGAOGENXIEHE《XIAOWANGZI》LIANMINGCAIZHUANGPANLIANGKUANCHANPIN。

图书玩跨界,赠品营销的风云江湖

大乐透历史5重号《QICHANG》X 73hours LIANMINGKUANGAOGENXIE


图书玩跨界,赠品营销的风云江湖

《XIAOWANGZI》HUIBENXBAIQUELING·SANSHENGHUACAIZHUANGPAN

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图书玩跨界,赠品营销的风云江湖

大乐透历史5重号HUODONGQIJIANDANGDANGWANGTUSHUSHOUPINGbannerDATU

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ZAIWEIQIJINLIANGGEYUEDEHUODONGZHONG,GUOMAIYIKAOZHEISANLIANGQICHE,JINZAIQUDAOYIGEHUANJIE,JIUCHENGGONGHUOQULEDANGDANGWANG、JINGDONGTUSHUPINDAO PC JI APP DUANKAIPING、TUIJIANWEI、DUANXIN Push、ZHONGDIANTUIJIAN、GUANJIANCISOUSUO、PAIMINGTISHENGDENGQUANMEIJIEZHONGDIANLIULIANG。

图书玩跨界,赠品营销的风云江湖

大乐透历史5重号HUODONGQIJIANDEDANGDANGWANGAPPKAIPING


图书玩跨界,赠品营销的风云江湖

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大乐透历史5重号DEDAOLEXIXIFUSHUDIANQUANGUOSUOYOUMENDIANDEHAIBAOJIHESHUJIACHENLIEYOUZHIWEI,BINGCHENGGONGDITONGGUOZHEIXIELIULIANGZHICHIQIAODONGLECHEQUANTOUBUDA V —LILAOSHUDESHIPINYUZHIBOZHICHI。

图书玩跨界,赠品营销的风云江湖

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图书玩跨界,赠品营销的风云江湖

LILAOSHUZHUCHIXIANXIACHOUJIANG

作为一次完整的传播 Campaign,在「买书抽车」活动中,果麦首度探索了作者、线上\下平台、车企和出版公司四维联动,充分整合了各自的优质资源,在平台推广量级和力度上,都堪称图书营销领域的一次重磅尝试。

不过,如果深究其中的合作逻辑,这场「重磅战役」可能并没有你想象的复杂。

GUOMAITONGGUOYINGXIAOCHUANGYIDAIDONGZUOZHEHECHEQIGOUTONG,CHEQITIGONGZUGOUYOUXIYINLIDEZENGPIN,GUOMAIYICIYUXIAOSHOUPINGTAIHUANQUJULIANGPUGUANGLIULIANGYUZHANSHIWEIZHI,YICIDAIDONGXIAOLIANG,ZAITONGGUOXIAOLIANGHELIULIANGZIYUANJINYIBUDEJIEZHUZUOZHEFANGDEXINGYEZIYUANHUANQUGENGDAJIBIEDEPUGUANGLUCHU,ZUIZHONGSHIXIANGEFANGDEGONGYING。

4.一名好的图书营销工作者不应该只当自己是一名「编辑」

大乐透历史5重号DOUBANSHANGYOUYIGEZHIMINGYENEI(ZIHEI)ZHANGHAO「ZHONGBANCHUBULAI」,ZAILIMIANSHICHANGNENGKANDAOYOUYINGXIAOBIANJITUCAOTUSHUYINGXIAODENANZUOYUZHONGFU。

图书玩跨界,赠品营销的风云江湖

大乐透历史5重号DANRUGUOTUSHUYINGXIAOGONGZUOZHEBUZHISHIDANCHUNDIJIANGZIJISHIZUOYIMING「BIANJI」,ERSHIZHENZHENGDEYIYIZHONGGUANGGAORENHUOZHESHICHANGYINGXIAORENDESHENFENLAIKANDAIZIJISHOUZHONGDEMEIYIBENSHU,CHANGSHITIAOCHUCHUBANYEBENSHENDEXINGYEFANSHIQUSIKAO,TUSHUYINGXIAODEBIANJIQISHIHAIYOUWUQIONGDADETUOZHANKONGJIAN。

WULUNSHIBAIQUELINGDEXIAOWANGZICAIZHUANGPAN、73hours《QICHANG》GAOGENXIEZHEIYANGDEPINPAILIANMINGKUAN,HAISHIHALUODANCHEYU《CHENGSHI》ZHEIYANGDEZHUTIRIHUODONG,HUOZHEXIANG《SANFENZHONGQICHESHI》「MAISHUCHOUCHE」HUODONGZHEIYANGDUOFANGCANYU,YINBAOJUDALIULIANGDEPINPAICHUANBOHUODONG。

图书玩跨界,赠品营销的风云江湖

TAMENDEBENZHI,DOUSHIYINGXIAOJINGLISHITUBAITUO「BASHUMAIJIDUSHUREN」DEGUANNIANXIANZHI,WAJUEYIBENSHUCHULE「YUEDU」HE「SHIYONG」ZHIWAIDEEWAIJIAZHI,YIGENGJIASHICHANGHUADESIWEIQUTANSUOTUIGUANGCELVEDEYIZHONGFEICHANGYOUYIYIDECHANGSHI。

我想,对于爱书人和市场来说,多一些这样的有趣、有意义、能真给读者带来价值感的跨界营销,总归要比在腰封上殚精竭虑,想尽办法去通过网页文字诱导用户下单,要更有意义的多。

软文推广:为中小企业提供优质全方位软文营销服务,努力打造软文平台数字化营销传播平台,致力于文化传播给企业带来的价值!

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