A Wonderful Example Of Marketing: Selling Books On Blind Dates.

A blind date has made a book.

In 2010, Chang Xiaowu, who had been in the relay publishing house for three years, was too busy to promote new books.

In 2010, with the tune of "if you are the one", the dating show will be popular in the big TV stations.

At first glance, there seemed to be no connection between the two. Chang Xiaowu had never thought of an unexpected "budding" of his buddies, which made an alternative case in the history of book marketing.

Only when there is controversy can we make a show.

Chang Xiaowu, 29 years old, wears a pair of golden glasses, and Aex Kevin is very bookish.

He claimed to have seen He Jiong's program from childhood and regarded it as an idol.

Let's see "we have a date" for half a year. I think this program is good.

One day, I couldn't resist the urge of my friends around to go to the party in person, and two friends immediately filled in the application form on the Internet.

On the application form, there is a column of personal introduction, and Chang Xiaowu feels that he has something to recommend.

So I wrote this passage:

"As a second child, my mother had lost her job because of violating the national family planning policy. I always hope that I can give this fertility indicator back to the country and reduce the human population that I may increase, so I plan to keep DINK's life without children."

No sooner had he thought of it, and soon he received an email, so that he could fill out a form and provide some pictures of life.

In another ten days or so, a call from Hunan satellite TV asked him to attend the interview.

In Chang Xiaowu's view, this seems to be a complete accident, but it is not.

With the hot start of the blind date shows, the number of people who sign up for programs in the whole country is so numerous that people who really can appear on TV screens are few and far between.

What is the selection principle of TV stations?

"Our guests usually come from two sources: one is the recommendation of marriage websites, the other is directly through us.

This is actually a hidden rule of many TV programs invited guests.

The so-called individuality is the point of view of the program, the more conflict and controversy, the more likely to attract the audience's attention.

Indeed, the interview process verified the director's words. The program group seemed to have a strong interest in his not having children, and specially produced a section of his attitude towards Ding Ke.

Is it just gimmick enough to get on the program? You seem to think too much.

Usually, the program group will arrange interviews one or two times for applicants who have passed the primary selection.

There are two main aspects of the interview: one is the authenticity of the information on the application form, and the other is the real purpose of the guest on the program.

Most applicants may not know that the latter is also within the scope of the program.

Choreographer told reporters earlier that once a businessman in Zhejiang mentioned in the interview that she could provide a pair of high-grade crystal shoes made by her company free of charge for all female guests. It was precisely because of this "utilitarian" performance that they were rejected by the program group.

The program group is well aware that the popularity of reality shows is entirely based on the word "true". If the audience can see that there is some false in it, it will eventually lose the truth, so it will be very strict in this regard.

Therefore, in the interview process, the applicant must show a strong desire to make friends, so as to win the trust of the program group.

After the interview, there are two choices in front of Chang Xiaowu. The program is divided into two versions of "male selected female" and "female selected man". The former can be recorded immediately, the latter is waiting, and the time is uncertain.

He can't insist on choosing a female version because she has too little time to show her face.

After waiting for three months or so, he was finally told that he would go to Changsha to make a recording right away.

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Is Chang Xiaowu always serious about telling a reporter? "I am really DINK. I have gamble with many people for not having children."

In any case, the attempt to play the game is a good prelude to the good play.

Clever thinking before flying

Chang Xiaowu is "eating hot pot singing songs". He is ready to record the program with great interest.

All of a sudden, brainstorm. Now that we are dating, it's so popular. If we can borrow the opportunity to push the new book that has just come out of our hands, can't we see that the idol and work are two?

Chang Xiaowu was thinking about how to make two mistakes all the way.

Finally, he looked for the most expensive and most popular three books in the book just published.

Michael gave He Jiong the most respectable book.

As for the book to send female guests, he thought of two situations: first, he was rejected by a favorite girl, and the two refused to be a girl himself. He immediately thought of the gossip girl series. The title of the book was very varied. There was always a suitable name in 8 titles, so I read out two books, "I can't be with you" and "you are what I want".

The reporter contacted many members of the Zhejiang TV's "love Lianliankan" column group, and revealed that each guest usually recorded about one hour or so during the recording, while the Real TV broadcast was usually about 17~18 minutes. Later, the guests would have to cut off some of the language or behaviors that were not related to the program in the column.

The column group will prepare five male guests for each program. One of the male guests will be reserved. Once the male guests deviate from the program, they will be removed by the program group.

Free advertising can not be too much, which is often understood by Xiao Wu.

If the book is stiffly lit up, the result will undoubtedly be cut off by the program group in the later editing process.

For this reason, he had a lot of brains.

When he answers questions on the running belt, he lays a groundwork for sending books back. For example, when he answers "when is the most beautiful girl," he says, "it's the most beautiful time to receive a boy's gift, so I'll bring a gift to the ladies later." when he answers "who is the most favorite male star," he says it is He Jiong, and specially brings him a gift, so that the whole delivery book will not appear abrupt.

When recording the program, Chang Xiaowu's concern is the appearance and performance of the book, so as not to fail quickly and have no chance to give gifts.

On the stage, he took the book "Michael" handed to him by the staff, and presented it to host He Jiong, probably because He Jiong often played songs for the artist's new album in the "happy camp" program, so when he took the book, he began to hold the book in a very natural way, sighing for the mirror head for a long time, and gave the book cover lens.

Chang Xiaowu said that in order to display the selling point of the book as far as possible, he also made a special trip to say "maybe you may not like Michael Jackson, but this book is the most authoritative biography of Michael published by Rolling Stone magazine" and so on, so as to win longer time for books, but the broadcast was choked off.

Next, 18 female guests repeatedly bombarded his DINK attitude. He prepared the debate in accordance with the preparation, until the last time when the lights were turned off, only one female guest left the lamp.

This is exactly what he meant.

So I can't play with you and you are what I want.

Because the girl who gave him the lamp did not agree with him, he just stood up for "not agree with your opinion, but vowed to defend your right to express your opinions", so he gave her the "I can't be with you" in the boys' anti election session, expressing the attitude that she could not hold with her and the gratitude for her leaving the lamp.

And "you are what I want" to give to another girl who he likes but has extinguished the lamp before, successfully completed the placement marketing of the three books.

"If the lights were all gone, or if there were many lights left, I'm afraid that only one book that you want is to be sent out, so the final number of lights left is just as good as the design of the two books.

Only unexpected, can not be done.

As a result, the three books naturally have scenes.

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What loopholes are there?

This is a brand new promotion platform. The reason why no specific process has been formed is that most people put too much focus on the program itself before, and did not expect that such a way could be used to achieve business promotion.

In fact, there are many loopholes in it.

For example, all dating shows in China share a common link: VCR shows.

This link is mainly used to show the guests' daily life and work, as well as the evaluation of the guests around them.

As long as the design is right, a lot of information can be pmitted to the audience in front of the TV.

Especially when I introduce my personal background, such as "I have worked independently for eight years, now I have my own clothing company. Unfortunately, I have never found a landlady who can compete with me."

The emergence of such information is not only stiff, but will give the audience a deeper understanding of the guests. Under normal circumstances, such scenes will not be cut off.

For the publisher of the female market, "Kai Yue Ji" boss Hou Kai has staged similar drama.

As a former male guest of Zhejiang TV's blind date show, Hou Kai repeatedly mentioned his background and occupation in the process of filming VCR on TV station. It seems that such background information does help the identity of male guests.

The reporter also saw through the search that Dangdang "Yuedu Ji" series of books below has a friend named Yang Mu 369 left behind such an evaluation: did not read "Yue Ji Ji", I was in Zhejiang Taiwan's a blind date to see his editor to attend the blind date, only to know that there is such a set of books, that is a female reader, then curious, I wrote down, a total of 7, nor expensive.

"The television station has not made any rigid provision in this respect, so long as it can fit well with the program, the information that does not affect the quality of the program can appear."

"Love Lianliankan" staff told reporters, and when reporters asked "how to define the degree of agreement with the program", the answer was: "there is no clear definition of this."

In addition, in the interviews involving relatives and friends, as long as through ingenious arrangements, it is possible to implant certain information.

For example, in a program of "love Lianliankan" in a Tsinghua male as the main body, when introducing a male guest, relatives and friends expressed their support repeatedly, such as the unit of the guest work, the enterprises behind them.

No matter whether such a lens is deliberately arranged for guests, as long as it appears, it proves at least that there are some operable conditions in the middle.

During the broadcast of Chang Xiaowu's program, he and the guests who attended the show watched in front of the TV set, and exchanged comments on each other's performance on the Internet.

He was quite relieved to see that someone posted in the post bar asked, "what is the name of the book that the 4 male guest gave to the two ladies guests" and "the 4 male guest sent He Jiong's book is a limited edition"?

How much benefit has Chang Xiaowu brought to him by such a unique experience?

"Before media reports are all nonsense, my heart is not so heavy, to participate in this program is intended for fun, leaders are also very entertaining spirit, not only happy to leave, and after the successful placement of books advertising, the round-trip travel expenses are reimbursed."

Personal marketing guide for blind date shows:

1., combine current hot topics to dig out their own characteristics and endow them with controversial personality.

Such as "

2. always maintain a strong desire to make friends in the interview process. Do not mention any other purposes.

3. before the film is shot, we discuss with friends and family members in advance, and insert business information appropriately. Common expressions include "it's really not easy for him. When we hold up an advertising agency for so long, we all hope that he can find the right companion." "he is good at everything. He is a little stubborn. He often goes out to run business and quarrels with people. We all want someone to be around him."

4. during the recording process, products that need promotion should be prepared as gifts in advance, but those who are not allowed to see them must be sent to special people at the appropriate time to show the meaning of the gifts.

If products that need to be promoted are not suitable for gift giving, information can be implanted into conversations with hosts and other guests.

Common ways of implantation include: "what do you want to achieve today?" (host asked) "the biggest wish is to find my beloved person. Although my career has just started, I have confidence in my own vision, and I believe that through her efforts, she can give her the happiest life.

(distinguished guests)

5. when it comes to product or company information, try to pay attention to the consistency of the speaking before and after. Even if the information is wrong, even if the guest is very coherent when speaking, a single sentence will affect the continuity of the guests' performance.

6., information should not be implanted too much.