Old media and new contents of a win-win situation
– Zhang Yimou’s classic film “Old Well” to see the charm of marketing environment
A successful media, a successful brand, not only to its own channels with the “Blue Ocean” features, but also because it can help channel the unique advantages, to achieve “Blue Ocean” target, and in the fierce competition with “differences Marketing, “in Zhandexianji.
“CAAC”’s “TOP time and space” as an example. As China’s media space for the airport, a major multinational companies competing high ground of the spread of beach, “TOP time and space” of homeopathy and, in 276 international and regional routes, 1100 on domestic routes sent newspapers, even in the state leaders The special plane carrying on would have “TOP time.” “Top time and space” to achieve a seamless link with the civil aviation, has been in fierce competition in the market come out on top among.
“TOP time and space” or advantages of the spread of “dissemination of commanding height” is reflected in where » May wish to look at look at Zhang Yimou’s film classic film “Old Well”, the movie, actor Wang Quan (Zhang Yimou) and the original actress Qiaoying (Liangyu Jin) love each other, as opposed to home, they can only Parted ways. One day when drilling wells, wellhead landslides occurred, Qiao Ying and Wang Quan was below pressure, hard love, can not hand of a Ku Ming Yuanyang, the couple finally had the opportunity to do overnight. Ideas and concepts that people in relatively conservative era, a few seconds in the film, the passion play has not only reflected in the bold enough, and films on two psychological changes in the rich expression, but also to the audience left a deep impression. Shenjiu of: What makes a man and a woman to break the feudal cage, the release of passion? » Yes, the collapse of the wells; is a director of all outside interference from the specific circumstances of the default.
This can be drawn from this outbreak of passion of the two necessary conditions: First, the parties must have the emotional release of the characteristics of the second is to create an outsider, of not in the room. If the two men into wells, so obviously there will be no one; Similarly, if a man and a woman into the open in Tai Hang, they will not release passion.
This is the marketing profession as “oppressive environment marketing,” the best footnote. That is, when a specific audience exposure to a particular (without resistance and to select the) environment, they will be forced to recognized the surrounding environment, by instinct and environmental impact.
TOP time marketing that fit the “oppressive environment marketing” principle: as a special means of transport aircraft and objective factors to determine their audio-visual media will be excluded, and the cabin by creating a “dull” and “empty” and “closed” , “Isolated from the outside world” environment, which makes the crowd, even in a single receiving the information (let alone TOP time and space from Beijing Media’s full support, layout content targeting high-end), will easily achieve with their own feelings and thinking Docking.