"There'S Always A Way For You." Brand Marketing PK

For hope to pass

Accurate network marketing tactics can make more money.

Video marketing

concept

Enterprises or organizations use various kinds of network video, release information of enterprises, display of enterprise products, various marketing activities of enterprises, and various organizations and organizations, and use network video to release information that most needs to be communicated to the ultimate target customers through various network media. Finally, they can publicize the products and services of enterprises, and establish a good brand image in the minds of consumers, so as to ultimately achieve the marketing goal of enterprises.

case

During the "2009 Happy Women" activities, Semir, the domestic casual wear brand, seized the opportunity to join the PPS online TV official website, exclusive naming and buying all the advertising resources of the "2009 Happy girl" on the PPS platform.

When the netizens watch the "happy girl" video on the PPS platform, Semir's related ads will be shown before and during the beginning of the video.

PPS is currently one of the three major online video viewing platforms in China, and it is also the most popular Internet TV platform for young people nowadays.

Xu Weijun, deputy general manager of Semir brand, told reporters that the reason why she chose to cooperate with PPS was mainly because the "happy girl" was one of the most entertaining entertainment programs among teenagers in 2009. The spirit of the program and the audience and the brand image and positioning of Semir have a high degree of agreement. And many of the Internet users who log on to the PPS platform hide a large number of potential consumers of Semir brand.

Semir and its cooperation is to create a good combination of their brand image and the focus of attention among young people through the network platform.

Before the implementation of this video marketing campaign, Semir made an in-depth investigation into the habits and habits of consumers and the characteristics of many Internet platforms. After a long period of observation, it was found that most of the target consumers of their brands were young people aged 16~25 years old.

According to the analysis of the whole teen viewing habits, this group really has little time to watch TV, and basically pay attention to their favorite TV programs by downloading or watching online.

Subsequently, through special internal investigation, Semir found that PPS is one of the three main online viewing tools, and is also one of the most popular Internet TV platforms for young people nowadays.

In addition, PPS is the only website that has exclusive playback rights for happy girls. It is not only the first to provide resources for competition, but also the most abundant platform for video resources.

At the same time, as a trend event, the "happy girl" draft show itself coincides with Semir's slogan "I'm not afraid to show you".

Advantage

Compared with other marketing methods, video marketing not only has rich and varied advertising forms, but also has the characteristics of viral marketing. Good video can be spread horizontally among different audiences without spreading the media, spreading in the form of virus spread, and the price is relatively low.

Matters needing attention

Each type of video has its corresponding audience group. Therefore, for the brand, it is a highly skilled job to focus on its own positioning and grasp the appropriate audience group.

At present, the network video website is very complex. This requires the brand to analyze the audience composition of the relevant websites and the clicks of Related videos.

Once there is a mistake in the choice, it is very likely that there will be a situation of empty water.

Brand application: (5) the brand is the most widely applied.

Conclusion: as long as we can identify the customer base, it is not difficult for any brand to insert a few seconds of advertisement before a video play.

Promotion difficulty: 5 delegates are the easiest to get results.

Conclusion: it is not easy to grasp the prospective customer base.

Community marketing

concept

The network community is a virtual society on the Internet. The community mainly concentrates the visitors with common interests to a virtual space to achieve the purpose of communication among members.

Network community is one of the users' common services. Because of the participation of many users, it has not only the function of communication, but also a network marketing place.

case

As the world's largest sports brand, NIKE and Sina jointly built the "NIKE sina sports community", creating a strong online fan camp for Nike brand.

Reporters in the "NIKE sina sports community" see that the community in addition to the magazine guide, blog recommendation, wonderful video and other conventional content, but also includes "Star" and "city war" fans and fans between the interactive plate.

In the "star puzzle", all registered members are able to understand all the current situation of sports stars who have signed cooperation agreements with NIKE in various fields of the world sports field, including their detailed information, exquisite advertising pictures, competition photos and so on.

At the same time, you can also interact with other members who share common interests by clicking on the fans' heads.

In the "city battle" plate, members can participate in all kinds of games, enjoy the fun of sports and share some experience in sports.

Not only can you sign up for competitions, you can also create and participate in any team you are interested in, invite friends around to join them, and even initiate or engage in various competitions.

The reporters saw 9 sports including football, basketball, table tennis and other sports, including 12 games in Beijing, Tianjin, Shanghai and Nanjing. Netizens can sign up through the clues provided by the website, join the new team or lead their team to compete.

This reporter has learned that up to now, netizens have created 2810 teams here, and there are constantly new battle posts.

In addition, the community offers a variety of Nike new sports shoes display and presentation, as well as various shoe electronic magazines online reading and shoes appreciation.

At the same time, there will be regular interactive activities. In addition, NIKE will prepare generous sports equipment gifts for the event.

In addition to NIKE's cooperation with sina community, ADIDAS has the same nature of cooperation with Baidu, KAPPA and PPLive.

The three brands have one thing in common with the method of network community, that is, they will organize activities such as sports competitions related to brands regularly, so that they can infiltrate the brand into the participants' lives through activities.

Advantage

At present, Internet users in every community or forum are just lovers or enthusiasts in this field.

Therefore, through the network community platform, enterprises can more easily delineate precise customers, put in accurate information, search for consumers and objects more widely, converge potential consumers scattered around the network to a unified online platform, expand the word-of-mouth communication by using new network means, and achieve more accurate marketing effect.

Matters needing attention

At present, community marketing activities are mainly focused on creative interactive event marketing, ordinary brand advertising, search engine advertising, effect alliance promotion, post marketing and so on, and the mode needs further innovation.

In addition, through case studies, it is easy to find that sports brand is easier to organize face-to-face interactive activities through the community because of its product characteristics, and can use products in activities.

Therefore, it is also a question for us to consider how the non sports brand can conduct its own activities.

Brand applicability

Conclusion: at present, brands that can make people move are more likely to promote activities in the community.

Promotion difficulty

Conclusion: before finding a brand that corresponds to the community of customers, everything is empty talk.

Micro-blog marketing

concept

Micro-blog marketing means that the brand connects with the brand users through micro-blog, and continuously releases information about brand related activities in micro-blog to attract users to participate in it, thereby consolidating the loyalty of the old user groups and developing new customers with the help of the old customers.

case

At present, there have been some domestic clothing brands to explore micro-blog marketing, Qipai is one of them.

The brand micro-blog official said that the current operation of micro-blog marketing is still an attempt for enterprises, and is also a learning and exploration.

The fast and convenient information release and the efficient participation of users eventually form an effective interaction between enterprises and netizens.

This quick and effective interactive mode is conducive to brand communication to establish its prestige in the industry, and to set up a benchmark position in China's apparel industry on the Internet.

Through Sina micro-blog platform, Qipai can directly get consumers' attitudes, feelings, and latest needs, suggestions and so on, and track consumers' latest evaluation of brands through "focus on topics", and gain a harbinger of market dynamics and public relations crisis.

Since the establishment of micro-blog, Qipai micro-blog has received many opinions and suggestions from many netizens about clothing design, marketing channels, brand building and so on. These information is undoubtedly of great significance for brand development.

The clothing brand Vancl, which focuses on e-commerce mode, is more concerned and actively involved in this new network lifestyle.

Vancl requires its micro-blog administrators to position their role as a "net friend" rather than an enterprise when they release the new micro-blog.

We should interact with other netizens in the identity of netizens, and try to avoid issuing too much bureaucratic micro-blog. Instead, we should publish more topics that can arouse our attention and discussion.

In addition, everyone from the Vancl boss to every employee in the brand has opened their own micro-blog, thus forming a huge Vancl team in micro-blog world, so that the brand can penetrate into the huge potential consumer group through micro-blog.

Advantage

Compared with hard ware and soft language, micro-blog is not easy to make consumers feel disgusted. It is a carrier of brand and consumers' zero distance contact. Through micro-blog, real interaction with consumers can be achieved, which is more valuable for narrowing the distance between brands and consumers, increasing the affinity of enterprises, and becoming a soft brand promotion.

At the same time, it is almost cost free to know users' comments and needs from their messages and replies, and get some feedback opinions, which is the most valuable return for enterprises.

Matters needing attention

Micro-blog, as a recently emerged communication platform, is still in the niche of the Internet in the domestic Internet competition. Behind the outside world, it is actually in a state of being neither too hot nor too cold. It will take some time for micro-blog to be accepted by the mainstream of the public. It is too early to talk about its profitability.

Brand applicability

Conclusion: there is a computer that can surf the Internet anytime, plus a commissioner who is responsible for releasing micro-blog. Any brand can weave its own "collar".

Promotion difficulty

Conclusion: at present, micro-blog is also a niche communication platform. At the same time, micro-blog has completely different from the traditional way of interaction with customers. Therefore, it is necessary for enterprises to find professionals who can control this mode and to change their inherent promotion ideas.