Creating Momentum Marketing

Introduction:

In the quest for innovative marketing strategies, Opportunistic Marketing may seem intriguing. However, when there’s no existing trend to leverage for your company’s upcoming product launch, waiting for the right moment might not be an option. In such situations, it’s time to meet the elder sibling of opportunistic marketing –Creating Momentum Marketing.

Concept: Creating Momentum Marketing

Creating momentum marketing involves actively initiating events to capture widespread attention, thereby generating communicative momentum. A vivid example is illustrated by marketing expert Du Zijian, who effectively employed this strategy for promoting his wine.

Example:

Du Zijian, a renowned marketer, used a simple Weibo post to promote his wine:

“I have a pot of wine, enough to comfort the wind and dust.”

He then engaged netizens by asking for their creativity to add two more lines. The response was overwhelming, with netizens contributing poetic lines that surpassed Du Zijian’s expectations. Despite his initial pride in the crafted lines, the engagement reached over 30,000 comments and 100,000 reposts, creating substantial momentum.

Application:

Creating momentum doesn’t always require grand gestures or significant investments. The core lies in finding a “pivot point” and efficiently leveraging the communicative potential of the public. Let’s explore the three pivotal points of creating momentum marketing.

Novelty Pivot:

When routine events like your boss visiting a company or shaking hands with someone fail to capture public interest, introduce something genuinely “novel.” For instance, the introduction of an intelligent robot named ” JiaoJiao ” at certain branches of China Construction Bank became a sensation, sparking widespread discussions and videos of users interacting with the robot.

Suspense Pivot:

Exploit human curiosity by crafting stories with a “suspense pivot.” A photographer’s Weibo post about discovering a giant mysterious circle in the Gobi Desert created immense curiosity. When media outlets added suspense to the story, claiming it was too complex to be human-made, it further fuelled discussions and speculation.

Controversy Pivot:

In the marketing realm, there’s a saying: “No controversy, no marketing.” Utilize debates, especially those involving equally matched controversies, to easily attract attention and audience alignment. Nike’s controversial advertisements during the Olympics and subsequent campaigns exemplify the effectiveness of controversy marketing.

Conclusion:

Creating momentum marketing empowers you to take control when no existing trend is available to leverage. By understanding and applying the three pivotal points – novelty, suspense, and controversy – you can proactively generate attention and ensure the success of your new product launch.