How to Do All-Media Promotion?

what is promotion?

Promotion is composed of push and spread. For push, you need to be active and spread includes advertisement and extensiveness. In a word, promotion is to actively do some work and making your ads saw by more people.

How to make a better promotion?

Firstly, let’s see what we have done previously.
TV: the sea of various of ads. It is the ocean.
Newspaper: close to the general public. It is the Land.
Broadcasting: radio wave densely covered the air. It is the sky.
In the internet era:
Ocean: PC internet;
Land: offline promotion;
Sky: mobile internet.
Ocean: PC internet
Representative platform: SE, Q&A, forum & blog, QQ
Features: accumulation, coverage 

No matter from which aspects, PC internet is an area that cannot be ignored. The reason why we call it ocean is that it has enormous of study materials, so if you want to build or promote the brand, you must pay attention to collection and coverage.

How to do it?

We could offer the reward online to find professional people to do what we don’t familiar with. Such as building terms, releasing Q&A, advertorial promotion or QQ group ads, etc.

How much we will pay for it?

Gains only could be got from money， either customers or experiences.
Land: offline promotion
Representative ways： leaflet，gift, activities
Features: close to the general public, hard to practice

Offline promotion is easy to understand, we can divided into two kinds:

Senior offline promotion:
Business cooperation, through this kind of way to make use of the resource of the other companies, you can be accepted by the market and gain customers quickly. But the disadvantage is that many small firms have no good resource and strategies, so it is better to have a strong cooperator which has good source background.

Junior offline promotion:
The threshold of some offline promotion is low, with high efficiency, such as delivering leaflets, stalls and events. Countless companies get users through sending oranges or pens, which can help companies get thousands of users in a day. Some details have obvious impact on promotion, like delivering leaflets with smiling, sending gifts with thanks. Besides, summit meeting, BBS, party, training are good choices for gathering users offline.
Cooperating with the mass media such as radio and TV will achieve a better result in budget enough condition.

Sky: Mobile internet
Representation: some new media like Weixin and Weibo
Characteristics: fragment, changeable
The mobile era is coming with Weibo and Weixin, which changed people’s  life style. People can get information without limited in time and space. As for business, we need to solve two problems through mobile internet, brand publicity, product promotion are included. Now we pay more attention to the issues in new media promotion.
1. Infirm and unclear strategy.
2. Recognition does not represent value.
3. The content quality is not excellent.
4. Investment after getting effect.

Summary
1. In brief, Ocean is suitable to brand promotion. Land is suitable to obtain basic users quickly. Sky is suitable to operate users and spread. All-media promotion is the best choice.
2. Different filed have many subdivision of platforms. PC internet owned video websites and material downloading. Offline promotion owned outdoor and unite sponsor. Mobile internet owned a lot of apps such as Today’s Headlines, Zhihu and Momo.
3. Wherever fields carry out promotion, please keep following steps in mind.

Who is your user?
According to users‘ characteristics such as gender, age, district, consumption level, interests, using scenes to analysis their demands.

Where is them?
Ocean: BBS, web portals, Q zone or adult websites
Land: Schools, hospitals, office building, shopping mall or toilets
Sky: Weibo, Weixin, Momo or Zhihu

How to attract them?
Hit on what one likes.