The Birth Of Outdoor Brand Club And Membership Marketing

At any time, any brand will not forget to launch a lot of "exclusive" activities aimed at "members", but a small discount, and a big taste of cocktail parties or other brands. The brand also attaches great importance to the shopping experience of the members of the terminal and does not forget to create an atmosphere of "P".

More tricks can be done with a little innovation.

The real effect is not known. It is always a question whether we can tie the membership with the brand for a long time, because every activity has a valid period.

Now it seems that technological innovation has brought about new changes in membership marketing, and the pattern of marketing has always been colorful. However, the use of the new platform has greatly strengthened the relationship between brands and members.

The birth of outdoor brand clubs also makes the distance between them more intimate.

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< p > the birth of outdoor brand Club < /p >

< p > since 1989, the first outdoor club in China has been established, and now it has more than twenty years of development history.

The mode of operation of the club is also increasingly diversified. One is the operation mode of the early outdoor Sporting Club Hotel, that is, the outdoor business operation and organization activities.

In recent years, most outdoor Sporting Club Hotel operations have mostly turned to expand activities as the main mode of operation.

At present, the outdoor clubs are more successful in the diversified operation of Yunnan Kunming mountain and the Beijing Sanfo chain operation.

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< p > no matter how the operation mode of the outdoor Sporting Club Hotel evolves, members are always the support force.

The economic benefits brought by membership are lasting and stable.

This is also in the continuous flow of consumers, the increasingly fierce market competition, the traditional < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothing brand has to consider how to retain and further cultivate "loyal consumers".

Therefore, the brand has started a series of deep marketing activities for consumers.

Not long ago, men's wear brands launched a battle against VIP.

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In the field of outdoor products, affiliate marketing, accompanied by the emergence of the first outdoor shop and club, has been at least over ten years since today's P.

With the increasing strength of domestic outdoor brands, domestic outdoor brands have begun to build their own brand clubs.

This club relies on the brand headquarters management, takes the brand big image flagship store as the foothold, through carries out various outdoor activities, stimulates the local market sale, at the same time, is also the brand display brand culture, the idea, promotes the outdoor culture the important window and the channel.

At present, there are successful outdoor parks in the area.

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< p > brand club and affiliate marketing < /p >

At any time, any brand will not forget to launch a lot of "exclusive" activities aimed at "members", but a small discount, and a big taste of cocktail parties or other brands. The brand also attaches great importance to the shopping experience of the members of the terminal and does not forget to create an atmosphere of "P".

More tricks can be done with a little innovation.

The real effect is not known. It is always a question whether we can tie the membership with the brand for a long time, because every activity has a valid period.

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< p >, whether the brand club will become the edge of "bundling" consumers and brands is still uncertain, but the club itself is a social platform.

Outdoors is a way of life and a way of socializing.

Outdoor activities held by outdoor clubs can cause members' long-term concern and bring different life experiences to the other. This is not done by traditional member marketing.

In the view of the industry, membership marketing in the form of clubs can accurately locate consumer groups, and combine brand promotion with sales, which can increase consumers' sense of experience. Personal experience and sales promotion by examples will have more market prospects.

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< p > of course, just as the outdoor club that the industry has been discussing has really promoted the sale of outdoor stores. This is a very worth thinking problem. Some people believe that the outdoor is being nurtured. Club promotion is a good channel to cultivate outdoor culture and outdoor consumption. However, there are too many influencing factors on whether or not to encourage outdoor store sales. Moreover, professional outdoor stores sell products for a long period of time, members rarely "consume", and clubs are not profitable, and it is also unavoidable to become the burden of outdoor stores.

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< p > to measure both, the brand just has the strength to support the operation of a club. Obviously, it also values the shaping effect of the club on the brand image, otherwise it will not bind the flagship store of the brand image with the club.

Rather than to stimulate sales, it is better to build a "image project".

After all, the only club that the brand has made great efforts to win has gained a lot of promotional selling points through micro-blog, Internet and so on.

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Less than P, compared with Si Kai Le, at present, the number of star customers is the outdoor brand of many brand clubs in different regions. The number of star customers thinks that this mode is not easy to implement. Brand clubs do membership marketing, and they need to organize outdoor activities regularly. They need not only manpower, material resources, financial support, but also club leaders and staff members who have rich outdoor experience, and their requirements for outdoor safety knowledge are relatively high.

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< p > member marketing in the era of big data < /p >

Now, it seems that more technological innovations have brought about new changes in affiliate marketing, and the pattern of marketing has been as colorful as ever. However, the use of the new platform has greatly strengthened the relationship between brands and members. P

So, what are the new platforms worthy of attention? < /p >

< p > 1. WeChat -- a new effective platform for membership management < /p >

< p > WeChat is considered to be a marketing method with low cost, high accuracy and super high. Through WeChat draining, the conversion rate of purchase has also been verified.

There is no shortage of brands that will do business on WeChat, especially after the launch of WeChat public account.

Let's not talk about anything else, but WeChat seems to be born to be a member of brand management.

Brand information, discount and discount information are the most basic ones.

What's more important is its communication function and privacy. It can not only receive consultation but also provide one to one intimate service.

Like micro-blog, WeChat marketing is considered to be a combination of software and hardware. The two must complement each other. Therefore, it is very important for WeChat to maintain a tacit interaction between the brand and its members.

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< p > now, many outdoor brands and outdoor retail platforms have launched public micro signals. The most relevant information that micro-blog can search is: micro-blog releases promotional activities information, but "to know more details", we need to scan "two-dimensional code" or pay attention to public accounts.

Some even need to pay attention to public accounts to enjoy preferential discounts.

In any way, brands are pferring potential fans from micro-blog to WeChat to create more intimate and precise interaction.

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< p > 2.APP-- to build a social business platform < /p >

< p > there are many brands doing APP now to occupy the mobile electricity market in advance. However, the popularity of brand APP has always been a problem.

Why do consumers download your brand APP? When a consumer does not purchase demand, or is not very cold for this brand, APP of this brand is "dispensable" for consumers.

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< p > before TNF goes to the wild bar, there is NIKE+. Its success is based on the needs and interests of consumers. Combined with the technical support of social networking, it has successfully captured a group of loyal fans.

However, a brand new version of APP is purely an independent platform.

Then, when it can not rely on NIKE+ as a platform for cooperation with the social platform and the promotion of selling technology to attract traffic and attract fans, if it does not do any promotion itself, it will certainly not survive.

The best promotion is undoubtedly to lock the "members" first, and let offline shop members, micro-blog fans and WeChat fans pay attention to and pfer to this platform.

These "members" have a certain recognition and love for the brand itself. The brand can popularize the public WeChat to them, and it can also promote APP.

With this pformation, first of all, the new platform can be guaranteed to survive. When the platform survives, multiple platforms can be opened up, and when the brand is marketing, the media resources can be fully integrated.

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< p > at present, TNF go to the wild bar is launching the APP version. The original TNF on the Internet went to the wild bar, which is equivalent to a small outdoor website. The online product sales, member interaction (forum posting, member micro-blog), activity initiation, solicitation, brand information release and other functions have already collected a large number of loyal fans. This time the introduction of the APP version can make greater use of the "member" fragmentation time, convenient and convenient.

And the members of the APP version were pferred from the Internet version, which was popular at the beginning.

For loyal consumers, especially outdoor outdoors, this is both an outdoor social platform and a convenient way to buy branded products.

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The promotion of < p > brand APP has many advantages for consumers who are keen on this brand. Of course, it also requires brand APP to support strong interactive functions.

If it is a simple online shopping page, it may not be so attractive.

But in the form of socialized electricity supplier, the interaction between brands and members, members and members should be promoted, and the stickiness between brands and members, members and members should be strengthened.

It can bring new members through the social influence of old members.

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< p > of course, brand APP will continue to rely on traffic to survive. Brand APP should constantly absorb new members.

Therefore, it is not only a brand promotion platform, but also a product of the brand, and also requires the brand to promote it.

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< p > summary of the marketing of outdoor brand members < /p >

< p > 1. network marketing channel to do affiliate marketing and offline integration < /p >

< p > "in the era of technological innovation, many software and tools bring convenience and low cost to member marketing, and make member marketing easier, which is an advantage and characteristic of the development of the times."

In the interview with this magazine, Mr. Wu, the manager of outdoor brands, said.

At present, the number of star customers online mall is carrying out the first batch of member recruitment, and through a series of different levels of policy services, as well as offline participation in several star guest outdoor clubs, physical store activities and other ways to strengthen the member marketing.

In this recruitment campaign, the number of star customers synchronously launched the new technology media to promote, the membership club's WeChat account has been made public, and the brand APP is also developing.

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< p > in the latest member marketing strategy of several star customers, the network marketing channel began to do affiliate marketing, and merging with offline is a bright spot.

Wu manager said: "Internet marketing channel member marketing is sure to be the general trend.

The latest statistics show that the cost of introducing a new customer from the net sales channel is 180 yuan, while the cost of maintaining an old customer for two or more sales is much lower than this figure.

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< p > 2. skillfully using new platform, new technology and traditional marketing strategy < /p >

< p > no matter whether TNF is promoting APP vigorously, or many outdoor brands have launched their own public WeChat account, this indicates that the member marketing of big data era will continue to be hot.

A battle for fans has just begun.

It also includes the upgrading of the traditional membership system, which brings great convenience to consumers.

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< p > at the time of the 10th anniversary establishment of the Columbian brand, the brand new Kolumb membership system was formally launched. It not only provided brand-new member identities, but also realized the "card number" system without card system, so long as the SMS verification code was used, it could be consumed.

Another highlight is to say goodbye to the "integral replacement" and take the "integral cash payment". The brand side believes that the "preferential real time experience in consumption, without the cumbersome procedure of annoying and exchanging", can attract more members' attention.

The number of star customers from line to line has been implementing hierarchical membership marketing.

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< p > 3. is good at integrating and opening up platform < /p >

< p > micro-blog, WeChat, online mall and mobile APP. When brands have so many platforms, they can consider each other in marketing.

If micro-blog is promoting WeChat just opened, micro-blog can do activities, WeChat can be linked.

APP is completely another mobile online mall, and the brand that can create a strong social networking platform will be more competitive.

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< p > other offline affiliate marketing platforms, such as physical shops and membership clubs, can be promoted through online platforms. The offline promotion of these platforms can also be integrated into these two major channels.

In general, it requires the brand to be good at integrating.

Build a strong "self media" marketing.

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< p > 4.. Focus on the power of social interaction < /p >

< p > outdoor is a way of life and a social way.

This makes it easy for participants to form a "circle". Outdoor brands should be good at making use of such attributes to carry out "member marketing", converging members into the "circle", and turning the circle into a brand's "word of mouth circle", once again radiating and expanding.

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< p >, therefore, if the member marketing of the brand is not enough enough to enhance the activities of members' social activities, it is necessary to step up the lessons.

The outdoor club is an outdoor social club. It has regular outdoor activities, public lectures, outdoor sharing sessions, and more interesting outdoor meeting.

In addition, the creation of socialized e-commerce platform is also an outdoor brand must pay attention to.

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