After the opening of the scenic spot, the most important work, marketing should be the first, and the wine is good and afraid of deep alleys, which can attract more guests to play, which is the basis of all follow-up work.
In this new era when new media has become the main battlefield of marketing, whether the new media can be understood has become the key factor for the success of the scenic spot.
前段時間我去華中某省，採訪了一位景區新媒體負責人W總，我還是先說結果，他所在的景區，2020年下半年開業，2021、2022年這兩年，每年有幾十萬客流量，2023年開始爆火，接待了300多萬遊客，收入將近5億元。
值得一提的是，他們的新媒體營銷團隊，僅用了不到200萬元營銷預算，就做到了全網50億的短視頻曝光量。
2023年暑期及小長假，每天有三四萬人入園，由於景區承載量嚴重超負荷，實在扛不住了，2024年為了保證遊客在景區內的體驗度和口碑，不得不採取了限流一年的舉措。
How did their new media marketing team get such big results? In this article, I will give you a detailed dismantling of W's general disk methodology and practical methods.
Product, content, and traffic are all indispensable
Mr. W reviewed their practical experience in doing new media marketing of scenic spots in recent years, and summed it up in three words: product, content, and traffic, which he called the troika of excellent scenic spots, and none of them is indispensable.
Why is one indispensable, and what is the logic?
The product is definitely the first place,
And then the content should be right.
The third is to be able to engage in traffic.
As a handicap, when thinking about the style of play, you need to focus on these three points.
Let's talk about the product first.
Product is hard power.
Including hardware facilities, resource endowment, software services, quality experience, etc.
Scenic products have a baseline, first of all, not too bad, at least on a passing line or a good foundation.
Of course, it also depends on the goal of the owner of the scenic spot, if you want your scenic spot to reach the peak and become the top stream, then there can be no shortcomings.
If you want to be decent or just want to live a little nourishing, you may be allowed to have a shortcoming, but if you can make up for your shortcomings in other areas, it won't be fatal.
This involves product, content, and traffic, which is a triangular model with a reciprocal relationship. For example, if the product is not enough, the content may work to a certain extent, but in the end, these three points need to occupy one or two.
For most scenic spots, the natural endowment and cultural heritage are medium or above average, after all, there are very few top resource scenic spots, and there are only forty or fifty in the country.
Tens of thousands of other homes can be counted as others, especially in the scenic spot market in the past two years, the two days of ice and fire, more and more prominent, sweat sweat death, waterlogging death, passenger flow to the head of the scenic spot gathering effect, has become a fact.
That is to say, the product is irreversible, especially the scenic product, the mountain, right there, the hundreds of millions, billions of cultural tourism projects, has been put there, you say let him change, it is unrealistic, so what to do at this time? If you want to develop and look for opportunities, then you can only find a way in terms of content and traffic.
W headquarters is a private enterprise in the scenic spot, which has built a barren ravine with only rocks into a new cultural tourism town integrating landscape, humanities, landscape, leisure and vacation, outdoor rafting, sports and health, food and folk customs experience, ancient house exploration, religious pilgrimage, agricultural research, ancient law workshop, hot spring health care, sojourn and other related projects.
This new project, compared with other world cultural and natural heritage scenic spots in the province, is completely incomparable in terms of resource endowment, and it can be said that the product is certainly not top-notch, but it does have certain characteristics.
Let's talk about the content.
Content can be made.
It is based on those hardware resources that are not easy to change, and all kinds of content that are artificial, planned, and added in the day after tomorrow.
Like the theater festival in Wuzhen; The princess of Long Live Mountain Martial Arts City said that she was a matchmaker; The Twelve Hours of Chang'an, built in a traditional shopping mall; Journey to the West themed night tour in Changchun Zoological and Botanical Garden; "Song of Long Hatred" in Huaqing Palace, "Great Song Tokyo Menghua" in Qingming Shanghe Garden; The tumbler lady of Datang Never Sleeps City, the secret box of the Tang Dynasty and so on.
W head office in the scenic spot, has not yet created the above-mentioned or popular, or long-term red trump card content, but their hundreds of cast and crew in the scenic area are performing wonderful performances every day, and the shocking fairyland-like night lights, complement each other, and can also bring tourists a wonderful experience and pleasure of immersion.
The carefully selected snack street merchants and the intangible cultural heritage food workshop integrating factories and stores can bring tourists a high-quality food experience.
Let's talk about traffic.
Traffic needs to be curated.
After refining the selling point of your scenic spot products, can your content keep up, can you produce high-quality content, whether the creative point on the content is explosive, can you find out the explosive point, and the third step is where is the outlet of your traffic?
If you can't find an effective exit opportunity for traffic, no matter how good your product is, no matter how good the content is, if there is no explosiveness, it is still difficult to break the circle, which is the underlying logic of the current scenic spot to do a good job in short video marketing.
Mr. W's team has made certain achievements in traffic, and the key lies in the following points:
The first point is that his product is a new product, and then it also has some characteristics.
The second point is that in terms of content, they have found some points, which are those content forms that are relatively easy to get traffic, and they just happened to encounter such as night scene aerial photography, such as the concept of popular costume dramas, such as the rural architectural style and peculiar architectural forms of their scenic spots.
The third point is that after finding these products and content elements as a whole, and closely embracing the relative bonus period of the short video platform, they have gathered all the three conditions of products, content, and traffic, and they will launch it naturally, and it will become popular, and create a record of the actual annual reception volume of all scenic spots in the province.
Why is traditional media marketing the logic of delivery, and new media marketing is the logic of leverage?
As I mentioned just now, Mr. W has embraced the bonus period of the short video platform in terms of traffic and got the results, but in fact, many scenic spots are also embracing the short video platform, why are there all kinds of differences in everyone's results?
Mr. W said that the main reason for the difference in the size of the results is the length and shortness of the leverage added to the short video.
What is the underlying logic?
First, the logic of traditional media communication is to spend as much money as you do, because each media has a certain period of time, and its audience is basically quantitative.
Of course, if you only cast streams on short video platforms to promote your own video promotional videos, then the delivery logic is the same as that of traditional media, no different.
Second, the essence of a short video platform is a platform where users contribute content, and after several years of development, these users who can contribute video content are also divided into various types.
There are top talents, there are those who do product promotion, there are those who visit stores, there are group purchases, there are live broadcasts, there are local, there are other provinces, there are foreign, more and more subdivided, and the number is becoming more and more massive.
For the new media team of the scenic spot, how do you choose, if your budget is very limited, it is necessary to go through a variety of methods, so that he can do it for free, or use a certain method to let him do it at a low cost.
Through leverage, in the form of rewards, guide valuable short video creators of various types to cooperate.
There is also the question of how to match the resources of talents, there are heads, waists, and this kind of low unit price, all of which have their value.
One of the important tasks of new media dealers is to discover those potential talents and gradually form their own selection ideas, so that it is possible to reduce costs.
如果你上來就說，咱們找一下房琪來給咱們出一條，一定會很火，但房琪一條的代價是50萬元，如果只出一條的話，可能播放量會很大，但能給景區有多大的實質帶動呢，其本質還是投放邏輯。
W總說，他們去年，有一位粉絲量才三四萬的達人，到景區拍攝，出了一條爆款，單條達到了2.7億的播放量，那條視頻，他們景區付出的成本，也就幾百塊錢。
This is the result of their traffic disk, traffic organization, and careful planning all day long, that is, to find this kind of potential talent and find the law of people, find these, and do the work that may reduce costs.
In fact, the emergence of this kind of explosion is also a good thing for the talent, because the scenic spot gives him this resource and opportunity, which is an art of doing good things with mutual achievement.
Of course, if you want to have more popular works, you need to find more talents, which requires a huge investment of time and energy, but this kind of work is to create a great value, and use a long lever to work, it is a work of four or two thousand pounds.
The sense of accomplishment of getting the results is also obvious, just like looking for gold mines, you will continue to look for gold mines anyway.
In fact, the biggest interest and charm of doing new media is here, its explosive power is incomparable to traditional media, and it can be multiplied by geometric fission.
比如說W總他們這個，遠離大城市的新景區的流量，假如說沒有擁抱新媒體平臺，放在十幾年以前，通過傳統的電視、報紙、戶外等來推廣的話，要想做到年300萬的客流量，需要花費多少營銷預算呢。
It can be said that the present is an opportunity in the historical time window of new media, and there is no reason why tourism companies should not embrace it.
Of course, doing a good job in new media marketing and finding more potential influencers to cooperate with is only a small part of the work.
How to plan a series of topics on the platform, continuously, nodely, and make each small activity a big dissemination requires more brains and creativity from team members.
With creative planning, then go to social hotspots, platform hotspots, go to the platform to make lists, and continue to create voice, these practices are basically controllable for the team and budget.
Therefore, new media marketing is actually a refined and systematic work, you always have to find 0, or you create 0, or you will create a bunch of 0, and there will be no results.
For a scenic spot with a large exposure target like Mr. W, it is necessary to use multiple platforms, various gameplay, and various accounts to decompose from multiple dimensions, and finally promote a relatively stable and feasible systematic solution that can support the goal, which is his new media disk methodology.
W always said that as long as everyone calms down and studies the new media play thoroughly, although they want to do better, they will definitely be tired.
But at least,
Win and win, and those who can win understand,
輸, can lose understood.