What is the brand publicity grip? In the past, the slogan type, indoctrination type publicity, has no vitality. You spend money on advertising, I can spend money to buy IP to skip the ads, can not occupy the audience's mind, everything is in vain.
The goal of brand communication is to capture consumers, impress them, and ultimately lead to consumption. The story is infectious and communicative, in line with the psychological needs of people, so our grip is storytelling. The intangible insurance visualization, emotional. Brand publicity, brand communication is the need to be silent, gladly accepted in order to internalize in the heart, externalized in the line, which is the brand to tell the story of the reason.
In the 25th anniversary of the Division of communication planning, we have to shoot a promotional video, shoot a promotional video of the basic formula is, the glorious achievements, underwriting claims cases, and the display of major achievements. However, in external communication, the audience would say, "What does your company's glory have to do with us?" That is, where is the emotional connection with the audience? At the beginning of the video, we introduced a story that happened around us, a story of delivering charcoal in the snow, a very contagious story, and then extended it to the company's every achievement and every breakthrough, all reflecting the main theme of insurance to make life better.
We use new technology to interpret the classic story of the brand. In the early days of the opening of the Pacific Ocean, there was an advertisement slogan called "Inject a drop of water on weekdays, and have the Pacific Ocean in times of trouble", which revealed the quality of the insurance, and it was selected as an elementary school language teaching material in 2015. How to use the latest technology to interpret this brand classic and spread it again? We used the latest technology of dual-screen interactive technology at that time, after two cell phones are associated, a drop of water inside one phone can be poured into the other phone, and through gravity sensing, the other phone accepts it and automatically generates a policy, which is a very graphic interpretation of the connotation of the ad slogan, and the number of people who spread the word reached 150,000 people in the first month of the game's launch.
We're also thinking about how to spread the brand story more widely. We are building a self-media platform that allows every employee to be a source of brand communication. Getting employees on the platform willing to take the initiative to spread the word requires good storytelling, good content, and proven incentives to get the ad dollars straight to the people who are watching the ads.
On brand influence, Vanke surprisingly lost to him!
Introduction: The brand influence index of listed companies aims to assess the comprehensive communication performance and influence of major A-share listed companies in the three dimensions of existing brand value, brand exposure and brand communication. The Brand Influence Index is mainly quantitatively evaluated by indicators such as market capitalization of the brand company, the number of web search returns, the number of news reports, the number of microblog mentions, and the number of WeChat articles. The Top 100 Listed Company Brand Influence Ranking 2016 was jointly released by Financial Breakfast and Qingbo Big Data. The list account TOP10 is dominated by real estate, banking, securities and other financial giant companies, of which the banking industry occupies half of the wall. This time, Ping An Bank ...
Brand Influence_Commodity Encyclopedia
What is Brand InfluenceBrand Influence refers to the ability of a brand to develop the market, occupy the market, and make profits. It also epitomizes the economic development of a country, reflecting the growth of economic strength and the development trend of various industries. Brand influence has become an important factor to influence customers to choose goods. Enterprise brand power, innovation is the source of brand influence; brand power is the foundation of brand influence. Brand influence is a comprehensive reflection of the core influence and extension of influence, is the influence at a higher level of enhancement and the most centralized embodiment. Currently, consumers' brand consumption habits are being formed, distribution and advertising resources...
Multi-channel enhancement of insurance asset preservation and value-added services
DuxesIn February 2014, the China Insurance Regulatory Commission (CIRC) issued the Circular on Strengthening and Improving the Supervision of the Proportion of the Utilization of Insurance Funds, which stipulates that the proportion of insurance investment in equity assets shall not be higher than 30%. Previously, the CIRC stipulated that the combined insurance securities investment funds and stocks should not exceed 25%. Also in July 2015, the CIRC issued the Notice on Matters Relating to Increasing the Supervisory Proportion of Insurance Funds Investing in Blue Chip Stocks, which stipulates that "those who have invested in equity assets to reach the upper limit of the 30% proportion may further increase their holdings of blue chip stocks, and the balance of equity assets after the increase shall not be higher than 40% of the total assets as of the end of the previous quarter; and the proportion of a single blue chip...
Released｜More than 75% of insurance practitioners' sense of belonging significantly improved!
On February 23, 2017, the 2017 Plenary Meeting of the Professional Committee on Culture Construction and Communication of the Insurance Association of China (hereinafter referred to as the "Professional Committee on Culture and Communication") and the Inaugural Meeting of the Insurance Industry's Owned Media Alliance were held in Beijing. The "China Insurance Industry Image Publicity Assessment Report (2013-2016)" released at the meeting pointed out that since the launch of the China Insurance Industry Image Publicity Project, in the past four years, the industry's image publicity has cumulatively covered nearly 42 billion people, the positive image of the industry has been enhanced by more than 20%, and the sense of belonging of more than 75% of practitioners has been significantly improved, and the overall publicity has achieved the expected results, initially forming a society-wide "Learning ...
An insurance ringtone publicity helped him business has improved!
The current browser does not support the playback of music or voice, please play in WeChat or other browsers 0:52 Guoshoufu (Supreme Edition) color ringtone from the life insurance micro-marketing Want to let others take the initiative to find you to buy insurance? So you do insurance! Why didn't you tell me earlier, I'm looking for your advice! So you're in an insurance company. I want to buy an insurance for my kid? I want to buy an accident insurance, what do you recommend? I want to do insurance too. Do you need more people in your team? So you're in the insurance business. Can you do car insurance renewal? Do you have any major medical insurance? I bought an insurance policy before, but I don't know much about the policy, can you help me...
Extended reading: how to buy insurance, which is good, hand to hand to teach you to avoid the insurance of these "pits"