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Everyone's talking about IP! IP has become a solution for project promotion and branding. Today, egg editors help you sort out the dry goods created by IP, an agricultural project.
In 2014, IP became a hot word in the film industry, and many of the big projects announced by major studios revolved around IP.
IP has entered the public eye, and with the establishment of internet company ecology, from the gaming industry gradually extended to animation, film and television, derivatives, literature and other fields.IP concept is constantly hyped, a number of film and television companies have also begun to compete for popular IP.In fact, to be clear, IP refers to content. The four dimensions of personal brand IP.
You want me to appreciate you and recognize you, so what value can you offer me? To create a personal IP, content is the premise and core, content value is the same king, you can provide fans with much value of content, you can attract how many fans.The content you provide can be multi-channel, multi-pluralistic, diversified, but must be in line with the current social values, to help users, can not "lead the trend", but can not follow the flow, it is best to show a unique point of view or taste different from the common people, the strong desire to express not vomit, so as to impress fans.In terms of value content output, it has to be said that logical thinking Luo Zhenyu is a typical representative, from personal network red to personal brand IP, he is involved in hunting economics, history, entrepreneurship and other fields, has been widely recognized by people, there is a kind of interesting, expected has become his exclusive business card.
To establish a good personal IP, must have a clear personality recognition, fan users are through the media communication channels to know you, but your personal style and labels are unique, can not be copied, to get to know you quickly, sure you, you must have a strong personality charm, this is a unique era, can let people remember those glitter easy to identify people.Since Papi sauce, another girl who has received a real fund and 4.5 million angel round financing is Hu Xin bouquet, the valuation of 30 million behind, Hu Xin beam this 90-year-old girl has what kind of personality charm? Hu Xin beam because of the comic "10% of my heart" popular, and later published the book "I want two grapefruit", her fans are 80% women, people who have read her article will find that she "trafficking girl heart" ability and unique advertising implantation, has been appreciated by the vast number of fans, naturally in the user's heart slowly formed their own personal brand.
The influence here is not how many fans you have, but how many fans are willing to pay for your value, and now a lot of original public numbers have opened the reward function, athena also mentioned earlier, "knowing that the author earns millions a year by watching", so through the "number of people" this indicator can be seen, the level of fan support for you, and your influence in their hearts.Some time ago, a popular circle of friends of an app "score", to "pay question and answer, pay eavesdrop" idea, instantly attract countless IP to try. For example: "National husband Wang Sixong" in 30 minutes to answer 32 questions, suddenly made 250,000 yuan, then why can he lie in the sun to make money? With his father, Wang Jianlin, China's richest man, with his rich second-generation appeal, and his blind educational background, his influence, his personal brand IP, enough to appeal to countless fans, can make 250,000 in 30 minutes, it is not surprising.4. Expand the channels of personal IP, to create their own explosive products
Net red industry is more and more favored by merchants, not only in China, foreign countries have also formed a complete net red industry chain, from net red to net red mining have professional institutions in operation. But the foreign network red value of the excavation and star is different, foreign net red pay more attention to vertical extension, rather than the star can be horizontal expansion, cross-border endorsement.Everybody's heard of YouTube! It is the birth platform of foreign video network red, until now still use the advertising fee sharing system, that is, the network red homemade content video before the advertising fee will be YouTube and net red according to a certain proportion of the share. But the platform did "incubate" some of the earliest online musicians, such as star Justin Bieber.In addition, some YouTube network red, in order to expand their personal IP, but also chose to develop their own brand. For example, after the Pwdiepie live game beed famous, it set up its own game company. After michelle Phan bequested, she also set up a cosmetics company to distribute big-name cosmetic samples for consumers. Now they are all worth more than ten million dollars in life winners.In addition to the above methods, you can establish personal IP, there are many ways, such as multi-platform publicity, radical speech is a way to increase personal attractiveness.But regardless of that approach, from net red IP to personal brand IP is a have to go process, in the process, but also the fans affirm your performance value. Well, that's it for today.2. Brand is a thing, IP is a person
Before we discuss how to build a farm IP, it is necessary to figure out what is a brand and what is IP?A closer look at the concept of "brand" that we've discussed for hundreds of years reveals that brands are actually symbols of "things." The logic is: because I like your product, I like you.For example, as small as two dollars of mineral water, as large as hundreds of thousands of millions of luxury car name watches, they are from the product itself, through the product's functions, attributes, to find a fit of consumers, and then on this basis superimposed brand culture.But IP is different, it starts directly from people. The logic of it is that because I like you, so your things, you recommend things, I will go to spend.For example, the same is selling oranges, if in accordance with the brand's thinking, will certainly be in accordance with the origin, old farmers, hard work, inheritance, sweet as first love and so on, to precipitate brand awareness.But according to ip's thinking, the first to give oranges a distinct value. Like the introduction of orange, first in the media to tell the founder of the old man's bumpy road of life, so that users of the old orange cultivation business hard feeling deeply, the inspirational story of the blood boiling.
3. How to build an agricultural project IP (take the estate as an example)
1. The owner's personal IP is better than the estateIn creating IP, the owner's personal IP has a natural advantage, because everyone is curious about the boss. The boss's personal occupation, hobbies, images, and symbols are more attractive to consumers than to the dissemination of an estate, a project, or an event.But for the vast majority of estates, farmers are "god dragons see no end", not to mention tourists, even some employees do not know what the boss looks like. More owners, turn over the circle of friends, even a picture of the estate can not be found.In fact, in the new media developed today, the owner of personal IP has been a relatively easy thing to build, and even personal circle of friends influence, will be far greater than the enterprise WeChat public number.2. Create a talking point
Why does Net Red become Net Red, and why do many stars make their own anecdotes? It's because it needs some attention.For example, Guo Jingming's heightYang Kun's32Concert, Xiao Jingteng's title of rain god and so on.
Let the brand have the tide point, bright spot, even "black spot", label yourself, let everyone mention you, will immediately think of a word, this is your communication potential.A lot of people will say, I don't have the story of Shi Jian, how to build a point. In fact, an iconic door, a series of creative shapes, a strange dining table and so on, can become this "point."In the case of almost all categories are the Red Sea, to build a manor IP, a shortcut is to do a sub-category of outstanding one, so that users think of large categories, can quickly think of you.Now, for example, the grape-picking garden has "flooded" and is almost the same. Zhengzhou Mengtian grape farm put up a slogan: Henan's largest gold finger grape growing base. The result was a shot in the sand with Goldfinger, a Guinness Record variety.4. Give the estate a highly recognizable slogan
The name of the estate is very important, it can be pinned on the location of the estate and the owner's feelings. But after all, the name has a limited number of words, in order to convey more information about the estate, and the formation of memory symbols, but also need a slogan (propaganda slogan).In fact, now all walks of life, the formulation and positioning of related blogan has been a common example. For example: Wang Laoji - afraid of fire to drink Wang Laoji; Hailan House - men's wardrobe; Gree - good air conditioning, Gree building ...Others are interesting to arouse the attention of the target group and increase recognition and memory. For example, the farmer's orchard "shake before drinking", the rainbow sugar "hit the rainbow to eat the rainbow", Oreo's "twisted, licked" have achieved excellent results.Therefore, for the estate, you can also consider adding a self-positioning, emotional, high recognition of the blogan.5. The Planning Department is going to become the Content Department
The planning department, the brand department, the planning department is the standard of the estate (although many estates do not), but the traditional enterprise department is more information transmission function, and in line with the IP to create this department, should be more like the "content department".The content of their work is no longer the transmission of farm information, but to create a communication content that can trigger the expression of people's emotions.For example, love - caring social content; social needs - people's desire to communicate; recognized needs - brand expression; face display - manor face design expression, etc. , these can generate content, and further remember.Source:Agricultural industry observation。Not for commercial use, copyright is owned by the original authorIf there is infringement please contact delete, thank you!
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Egg small editor believes that, to sum up, to build an agricultural project IP, it is necessary to establish a representative of agricultural projects or agricultural projects personalization, and constantly enrich the agricultural project IP image.
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