Deep Dive
Why did the construction industry boss decide to pursue a commercial IP?
The construction industry boss noticed a significant decline in sales generated through traditional phone calls, which had previously been his primary method of acquiring clients. This shift in the industry and market environment led him to explore the concept of a commercial IP as a new way to attract and retain customers.
What are the key reasons traditional industry bosses are turning to commercial IPs?
Traditional industry bosses are turning to commercial IPs because their long-standing customer acquisition methods, such as phone calls and advertising, are no longer effective. Additionally, alternative methods are often too expensive, making commercial IPs a more cost-effective and faster solution to attract new customers.
How does the construction industry boss judge the credibility of a commercial IP consultant?
The construction industry boss judges the credibility of a commercial IP consultant based on their financial success and the caliber of their connections. He specifically asked about the consultant's earnings, the number of clients, and their relationships with well-known figures to assess their expertise and reliability.
What is the relationship between an IP and its operator?
The relationship between an IP and its operator should be one of mutual respect and collaboration, akin to a partnership. The operator must understand the IP's industry and provide guidance that aligns with the IP's strengths and goals, rather than imposing a one-size-fits-all strategy.
What are the key characteristics of a successful commercial IP?
A successful commercial IP requires a deep understanding of the industry, the ability to present a unique and compelling narrative, and the capacity to engage with the audience authentically. The IP must also be willing to share personal experiences and vulnerabilities to build trust and credibility.
How has the approach to creating commercial IPs evolved since 2021?
Since 2021, the approach to creating commercial IPs has shifted from merely building online presence and fame to focusing on direct business impact and monetization. Modern commercial IPs are now integrated with the business's products and services, aiming for precise audience targeting and a complete sales funnel.
What are the challenges faced by operators in the commercial IP industry?
Operators in the commercial IP industry face challenges such as understanding the specific business and industry of the IP, creating content that resonates with the target audience, and managing the IP's expectations. Additionally, they must navigate the complexities of platform algorithms and audience engagement strategies.
What is the future outlook for commercial IPs?
The future of commercial IPs appears to be sustainable, as they serve as effective tools for aggregating and managing online traffic. Even if the term 'commercial IP' falls out of favor, the concept of having a digital presence to represent one's business and personal brand is likely to persist and become more widespread.
- 传统行业老板因获客方式失效而转向商业IP
- 老板的判断标准是向有更大结果的人学习
- 商业IP是无奈之选，而非跟风之举
Shownotes Transcript
商业IP这个话题都聊烂了！这次我们换个视角，从一个真实的案例讲起。
我们在帮一个传统行业的老板做IP，遇到了很多好玩的事，也是很接地气的感受。之前缩在互联网行业，见不到这种真实案例。我和Tiger通过聊天的方式分享出来，也会延伸到商业IP的做法，希望你们喜欢。
主要话题：
00:50帮传统行业老板做IP的感受
06:32传统行业的老板心理：跟拿到更大结果的人学习
16:26挖掘IP的经历亮点，是一个赤裸相见的过程
19:31IP和操盘手的关系，应该是平视
26:42市面上商业IP孵化服务的演变史
35:51做商业IP的3点方法论
47:58如何看待参哥和李一舟
59:27有没有可能做一个正经一点，用户观感更好的IP
64:05商业IP的风，还能吹多久
主播：韩叙，可能有戏创始人&CEO，企业增长顾问
嘉宾：Tiger，知识付费行业从业者
编辑：汪真、韩呆
背景音乐：
片头：天各一方-Sunken Boat 沉舟乐队
片尾：失去爱情的摩托车手-THE BOOTLEGS 靴腿
关于主播：
公众号/视频号/即刻：韩叙HanXu
听友群：
我们建了听友群，但不会做啥运营措施，单纯只是搭建一个沟通的桥梁，感兴趣的朋友可以扫码加入。
