Chapter 50: Learn to use traffic and guide the direction of the wind
“Ah, this...do you need to prepare so many promotional materials?”
Xu Yichi stared blankly, and said a broken sentence, almost becoming stammer.
——When they promoted their previous independent games, they seemed to basically use the screen recording that came with the device to record some game content... They had been criticized wildly by players before. .
“What else?” Lan Xuesheng tilted her head and said matter-of-factly, “It takes three or two months from the time the product page is posted on the platform to the official launch of the game, and most of it has to be announced before the official launch. A beta version is used to collect player feedback and game bugs... You must find a way to maintain the media popularity and public discussion of the game during this period! ”
"Besides, this game of yours is not an ordinary ADV. The core element of the theme is intangible cultural heritage, and the content seems to me to be very accurate."
"This game basically has a certain natural popularity of its own. , if you still can't grasp this, can't do the proper promotion of the game, and can't guide the public trend... isn't it the same as sitting back and letting the ridicule go, waiting for those marketing accounts? Find a tricky angle to attack you to the death, and bring traffic to yourself!"
"Wait, it's the same as lying down and letting others attack you..." The more Xu Yichi listened, the less confident he became. , subconsciously tightening her neck, "Nowadays, marketing accounts are so scary, and so is the traffic."
——Woo, she misses the previous online world without marketing accounts!
Although there will be a lot of paparazzi and flashy news accounts and website accounts.
The little girl groaned. Seeing this, Lan Xuesheng couldn't help but raise his hand and slap her on the head: "Hui! Being timid before fighting is not a good sign."
" Xiao Xu, you should try this thing Think about it differently. "
"Think about it... think about it differently?" Xu Yichi didn't know why. She felt that her mind was just like what Senior Dingfeng said - she was stubborn about that thing again. Feudal.
“Yes, let’s think about it differently.” Lan Xue raised her eyebrows in response, “Let’s put it this way, Xiao Xu.”
“Those marketing accounts who do whatever it takes to get traffic are scary. The traffic that people easily exploit and distort is also scary.”
"But traffic and wind direction are not only in the hands of 'marketing accounts'... We can also find ways to control traffic, use traffic, and let the traffic outlet blow in the direction you need it to blow, to promote you Something you want to promote.”
“For example, your game, and being you. Those intangible cultural heritages we put into the game.”
“Control the traffic... use the traffic.” Xu Yichi was dumbfounded by the words, and he could only stare blankly at the beautiful woman in front of him. Her face was just short of opening her mouth - she had always felt that "traffic" was not a good thing.
"...Senior Pinnacle seems to have said something similar before."
"Then what did she say?" Lan Xue said, folding her hands and crossing her chest.
"She said... with the progress of the times, it is inevitable that people will increasingly pursue individuality and diversified development, and there will be many new market demand gaps in the future." Xu Yichi clicked his lips in a daze, trying to use his own words to retell the original story What Yang Yanan told her.
“She said that instead of waiting for capital to repackage the low-cost ‘waste’ that has long been eliminated and put it on the table, we should take this opportunity to promote the culture we want to promote and use these essences. cultural products to fill market gaps , if it doesn’t work, you can still take the initiative to create demand.”
“There’s nothing wrong with that. Senior Dingfeng is right.” Lan Xuesheng nodded happily, “Market demand is just that… To put it bluntly, That’s what it is.”
“We are all engaged in intangible cultural heritage, so naturally we have to find ways to learn how to utilize traffic, convert traffic and guide the trend. We must not passively wait for the traffic to come and coerce us - to be pushed away by the traffic. Most of them won't end well, it just depends on you. Those so-called 'Internet celebrities' who say 'you gain traffic, you lose traffic' know it." "Yes, that's right." Xu Yichi responded indifferently, and some of the people who were trafficked unexpectedly passed through his mind. Internet celebrities and Internet celebrity products that were promoted but were immediately crushed to death by traffic.
"Then, how should we use the traffic and guide the air outlet, Ms. Lan."
The little girl raised her head. Seeing this, Lan Xuesheng couldn't help but pursed her lips and stretched out her hand to rub her face: "This is hard to say, but easy to say."
"First of all, if you want to increase the volume, you must first have a topic that is easy to create traffic - I said this, what about you? The intangible cultural heritage theme of the game itself brings its own traffic, so we can think of a way Son, do something about the issue of 'intangible cultural heritage'."
"Secondly, try to block the ways in which others—especially some bottomless marketing accounts—can distort the original meaning of your topic. . ”
“This is relatively troublesome. You may need to check all the materials in your hands over and over again before officially releasing them to the public, and eliminate as many elements and fragments as possible that may be misinterpreted. ”
"Of course, if you can find professionals or relevant intangible cultural heritage organizations to support you in advance, this problem will most likely be solved directly."
"The last step is to push traffic and divert traffic - you You can choose to use existing publicity methods to promote traffic first, or you can wait for the natural traffic to ferment."
Lan Xue said in an almost instinctive voice. He glanced at the little girl's silly look, thought for a moment, and quietly swallowed the first half of his sentence: "But... looking at you like this, Xiao Xu."
"I suggest you don't push it. Once the traffic is generated, just make the promotional video better and wait for the natural traffic to ferment.”
-If they were asked to find channels to promote it themselves, she doubted that the child would not be able to understand it at all.
If not, I might have to sell it to myself again... That would really be a waste that outweighs the gain.
Lan Xuesheng's eyes wandered slightly as she thought about it, then she faked a cough and changed the subject: "Ahem, what else."
"Xiao Xu, I think your announcement point is OK. After careful consideration, we can also consider being more innovative in the way we produce promotional videos.”
"...Huh?" Xu Da Production, who was already stupid, became even more stupid now, "Da, aren't everyone's promotional videos similar?"
——She seemed to be the same. Plot + gameplay, if done well, it can at most provide an additional and coherent game plot and more beautiful camera movements.
"And the publicity node... doesn't it mean that the first publicity should start from the time when the product page is hung up?"
"Yes, the first publicity and distribution should start from the time when the product page is hung up." Lan Xue raised her chin slightly, lowered her eyes and said something incomprehensible, "But what I mean is... If you are fast enough, you can also consider shortening the time between going to the product page and the official launch of the game.”
“If possible, I would even suggest you try to catch up with the Spring Festival or Lantern Festival. Schedule——"
Released on the 1st!
I will do my best to make more hits
(End of this chapter)