Three New Successful Marketing Cases

Clothing, banks, hotels, these traditional industries.

modern

Marketing 3.0: interaction between virtual and reality

In the 3 era of marketing, creativity adds entertainment, interaction and experience to marketing. Consumers feel the concept of enterprise in the interaction, perceive product information in the initiative, and the brand idea of the enterprise has further interpreted and disseminated in the interaction with consumers.

In early 2011, UNIQLO, a Japanese clothing brand with parity parity, launched the "first wave of 2011 people trying on the first wave" on Renren, promoting brand awareness with the help of network power.

UNIQLO fans can publish messages on their public homepage, apply for trial wear, receive free gifts, publish trial diaries and photos on Renren's personal homepage, then vote on their diary by netizens.

UNIQLO, founded in 1974, successfully completed the counter cyclical expansion not only by the fast response supply chain and the excellent performance price ratio, but also by the diversified marketing strategy, which achieved the sales volume of 615 billion 100 million yen (US $7 billion 420 million) in 2010, as seen in our magazine's February 2009 shopping model.

As of March 31, 2011, it had 809 Direct stores and 20 authorized stores in Japan, and 136 overseas franchised stores.

In fact, before the online fitting test, UNIQLO has launched an online queuing activity with Renren in December 2010.

Netizens are queuing up in the virtual UNIQLO online store and have the chance to get iPhone 4, iPad, travel tickets, special edition commemorative T-shirts and other gifts.

Before the start of the campaign, UNIQLO was preheated in a variety of ways, creating a public homepage in Renren, attracting fans, broadcasting advertisements on video sites, and promoting publicity by distributing brochures and panels.

In the process of activities, netizens can choose their favorite animals and scenes, and chat through the Internet.

In addition, the bottom of the interface of the queuing game keeps rolling up the list of winners, and the photos of the winners are also published in the photo album of the public home page of UNIQLO Renren.

In addition to the random awards and lucky number commemorative prizes every day, the winners who participated actively in the queue were also selected.

Through the combination of online activities and offline promotions, 14 days of activities have made fans of Universo Renren surge, attracting more than 1 million 330 thousand people to participate in online promotional activities, far exceeding the 160 thousand and 640 thousand times of previous events in Japan and Taiwan respectively.

Moreover, UNIQLO's main idea of "queuing up for many people because of product attraction" has gradually spread, attracting a large number of people's sales for the Christmas promotion of the shop under the UNIQLO line, thus stimulating the sale of the physical store.

This is not the first time that UNIQLO used "queuing marketing" in China, but last time it was in real life.

In May 2010, the flagship store of UNIQLO, located in Nanjing West Road, Shanghai, opened in the first few days after its opening. It only set up an entry for this huge shop, which made the queuing crowd present an accurate "right angle" shape, which is very eye-catching.

The "queuing marketing" under the line has ingeniously grasped the psychology of the Chinese people and created the impression that "UNIQLO brand is popular and hot queuing".

Bank financing "Shanzhai" third party financial website

At the end of 2009, the US financial software giant Intuit completed the acquisition of the third party financial website Mint.com with us $170 million.

Founded in 2006, the main business of Mint.com is to help the public conduct bank account supervision and put forward financial advice. As of 2010, its registered members have exceeded 4 million.

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The success of Mint.com has made large banks see a new path to personal finance. Instead of letting Mint.com guide their customers to manage their finances and possibly pfer to other banks, it is better for banks to launch similar services by themselves and to attract more young customers while improving customer loyalty.

Large banks have launched innovative personal finance websites. Morgan Chase's Blueprint website can help the bank's 20 million credit card users to make plans to help them repay and manage accounts on time. ING bank in Holland is implementing a system that can help customers compare their spending habits with others; the financial website Bundle jointly organized by Citigroup, Microsoft and Morningstar has also been successfully launched in 2010, and has won favorable reviews at the financial technology products exhibition.

Take Bundle as an example, users just log in to their bank accounts through a financial website, and the website automatically downloads customer's expenditure data.

Users can associate all the data, information of their own banks, brokerage firms and credit card accounts with a comprehensive understanding of their financial situation.

At the same time, Bundle also provides services that compare users' financial habits with users of similar types to help users arrange a more reasonable way of managing money.

Most large banks believe that additional service functions and resources will increase customer attractiveness and enhance customer loyalty.

Bundle can automatically download all users' data by using user's bank account information, which not only helps banks save large amounts of customer data collection fees, but also enables banks to understand other financial products held by customers besides their products.

On this basis, according to the customer's credit rating, purchase records and relevant financial information, the bank really mastered the customer's demand for financial products, thereby taking the initiative in providing personalized services to them, and eventually getting extra income from cross selling.

This is quite different from the Mint.com's profit model from the financial institutions by recommending users to open new credit cards or bank accounts.

On the other hand, in view of the fact that Mint.com users are mainly young people, with an average age of only 30 years old, the launch of a new financial website will help to snatch more young users, who are the main force in the future consumption of lucrative mortgage loans and credit card market.

Visual Department Hotel: design story

Uniform hotel decoration style, dark wallpaper and carpet, unchanging white bed, although many hotel hardware is perfect, the service is considerate, but can not impress the guests.

When tourism business is no longer the only reason for Check Inn Hotel, hotel rooms with different theme designs and visually impacted visual hotels have found their own living space.

Located in the Shenzhen Grand Theater, the visual fashion hotel is the representative of the Department of visual department in China. Although there are only 100 rooms, it has up to 60 design styles, skillfully integrating many fashion elements such as technology, art, painting, music, fashion and so on.

The membership prices of hotel rooms are 360 yuan, 440 yuan, 540 yuan and 960 yuan, four grades. The price of hotels is high, but the occupancy rate is not low. Some styles of rooms even need queues.

However, at present, compared with the famous W hotel in the world, the operation mode of the attraction Hotel attracts only a little from the sensory stimulation alone.

W hotel is a member of Starwood Hotel and Starwood Hotels Resorts Worldwide.

Compared with its famous hotel brands such as Sheraton, Le Meridien Munich Hotel and Wenstin, W hotel is definitely a latecomer, but is known for its innovative fashion lifestyle.

In addition to the luxury and comfort from the famous gate, the W Hotel, through its cooperation with the design masters, pays special attention to the characteristics of the hotel's location in the design, so that each hotel is given a unique flavor, which not only gives the local visitors a sense of intimacy, but also impress the visitors.

For example, the W hotel in Mexico City has a neat and modern style. It not only abstracts the traditional art and architectural style of Mexico, but also reminds us of the works of Diego Rivera Kahlo (Frieda Kahlo) and the female painter Frida Carlo (Diego Rivera).

In addition to its passion for style and design, W hotel is committed to giving guests a world of sensory experience.

From the moment the owner enters the hotel, soft lighting, unique fragrance and pleasant music will lead the guest into a different world, and this experience is spread throughout the hotel's restaurants, bars and spa centers.

Another feature of the W hotel is to provide on demand services, promising to fulfill all kinds of new dreams for customers under the legitimate premise, whether it is pet service, suitable pillow height, enjoy chocolate bath, or 10 thousand M high altitude birthday party.

Such service, the price is not bad.

In the Starwood hotel camp, the price of the W brand hotel is slightly higher than that of the same star Wenstin. Usually the W hotels in different regions will make corresponding adjustments according to the local actual situation.

Take the W Hotel Hong Kong as an example, the 393 rooms are at a minimum of HK $3080 per night (including tax and service charge). Compared with the 5 star hotels around the world, the price is slightly higher than the price of HK $2750 in Kowloon Shangri-La, but far below the 4268 Hong Kong dollars of The Peninsula Hong Kong and 4279 Hong Kong dollars.

In this pricing range, the competitive advantage brought by the added value of W hotel becomes more apparent.

Although only ten years have been established, since the first W hotel was born in New York in 1998, as of April 2011, it has more than 40 hotels and resorts around the world. It is estimated that by 2016 W hotels will achieve the goal of more than 60 hotels and resorts worldwide.