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Non Ordinary MINI Network Marketing -- Marketing Method

2008/7/23 15:39:00 41783

The Other, literally, we can plate it into "another" or "other", but it can also be interpreted as "distinctive", "non ordinary" and "outstanding".

Just like BMW MINI, in the high-end automotive market, we always occupy the absolute mainstream position in the minds of consumers.

All of this must be attributed to BMW's unique positioning and consistent cultural marketing for MINI.

In the near future, the MINI family is pleased to add the new Clubman, a new 5 door lengthened car, which is described in BMW's own words. This is "a new car with a rock star temperament", and is the The other MINI of the MINI family.

How to promote such a non ordinary MINI is believed to be a severe test for any media.

In April 3rd, Sina, the most influential portal in China, adopted the brand new technology to create a brand-new system which was different from the past. Clubman The was formally launched. The ten number came from all the leading creative cultural fields in Taiwan, including the mainland of China. With the "non general" cultural resonance, a Other Other culture whirlwind was launched on Sina blog.

"The Other Blog" is not a general feeling.

"Objectively speaking, The Other Blog is not pure advertising, nor is it pure blog. It is not pure circles or pure forums. It is a kind of The Other culture sharing Club with a wide range of ideas. It is a common The Other life and idea that forms the The Other culture resonance among many consumers, which is specially tailored for BMW's The."

For the planning intention of The Other Blog, the relevant person in charge of sina is described in this way.

The traditional Sina blog uses a single account to correspond to a single blog. Other users can only express their personal opinions through messages, but can not use their accounts to log on specific blogs.

However, for MINI Clubman, Sina's technicians have repeatedly created new exclusive landing systems for single accounts with multiple accounts.

In The Other Blog, we are rarely seen about the MINI Clubman. It is more about the "The Other" culture in various creative fields.

For example, Du Zuye, editor in chief of GQ Taiwan edition, said in the article "Play cool", we are talking more about "cool" values.

This has nothing to do with Clubman, but it implies many ties.

Because Clubman is also cool, right and wrong. It is a very common cultural marketing rule that closely matches MINI's image.

The Other Blog was launched on Sina in April 3, 2008. As of May 4th, 16 invited bloggers have published 38 articles, covering many cultural and living fields such as architecture, art, fashion, technology, creativity, design, tourism, film and television, and even lifestyle, etc., and 2137 high quality netizens have been received, and the total traffic volume has exceeded 620 thousand.

Six key success factors of "The Other Blog"

The modern network marketing is no longer blindly pursuing "click through rate". What the merchants value more is media influence, pertinence, interaction, experience, effect and so on, which undoubtedly put forward more stringent requirements for the basis of network marketing.

BMW Clubman responsible person in Greater China emphasizes: choosing a super strong network platform with strong credibility, strong convergence ability and large user stickiness is the core of current network marketing.

In other words, it is Sina's IMPACT marketing concept that "choice determines marketing effectiveness".

IMPACT marketing concept is Sina's "six dimensional" measurement model based on the accumulation of over ten years for modern network marketing, namely aggregation (whether it is a large number of target users' gathering place), user stickiness (whether the target audience has a high degree of dependence on the target medium), credibility (whether the target medium is trustworthy), interaction (good participation and effective interaction), creativity (whether it can bring refreshing feelings to the brand), accuracy (whether it can accurately convey information to the target audience).

BMW's choice of sina to promote MINI Clubman is also based on such a common understanding.

The wisdom and Inspiration of "The Other"

"A great brand should have an insight into an era".

Any brand that wishes to arouse the consumer's high attention and word of mouth must have meticulous and detailed preparations in the planning of activities. This preparation is not superficial. Instead, it should integrate the trend of social, cultural and fashion to impress and influence target consumers, especially opinion leaders and trend guides.

From the perspective of network marketing, the success of "The Other Blog" confirms this point.

For the current Internet marketing, too many "superficial spots" and too many "casual" make many network marketing activities and advertisements "get twice the result with half the effort".

Learning to choose and learning how to choose is the most valuable wisdom we can harvest from "The Other Blog".

Especially with the Sina IMPACT six dimensional marketing concept, the judgment of network marketing decision will undoubtedly become more standardized and simplistic.

The Internet can create a legendary era, and the Internet can also achieve legends.

In the Internet age, every brand may be "The Other". Every brand can also become "The Other", but the key is whether you have noticed the "choice determines the marketing effect", as MINI Clubman has told us.