Outdoor Brand Clubs: Ties To Customer Loyalty

< p > the current < a href= "http://sjfzxm.com/news/index_cj.as > > outdoor market < /a > has been gradually stabilized by fierce competition, and the brand has begun to compromise with the market and consumers.

More and more outdoor brands set up clubs and brand communities to engage in real close contact with consumers.

A new marketing tool based on peer influence and community orientation is put on the stage to create sustained growth for enterprises through real customer relationships.

Xiaobian summarizes several outdoor brand Club cases: < /p >

< p > TheNorthFace:2012 launched the "go wild" marketing campaign in March, and the official community + micro-blog + WeChat arrows.

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< p > Si Kai Le: in May 2012, we first launched the first outdoor outdoor living room.

There are regular outdoor activities, public lectures, outdoor sharing sessions and so on.

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P > Sanfo outdoors: founded in 1998, more than 100 thousand formal members and a wider range of outdoor and outdoor enthusiasts.

Planning, organizing colorful outdoor activities, various domestic and foreign long lines and weekly short line activities.

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< p > Green Ants: organize outdoor activities in a planned way, set up outdoor University of green ants, and carry out outdoor basic knowledge lectures regularly.

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< p > GORE-TEX:2012 was established in April. In 2014, Gore Tesla Club online communication platform was newly launched.

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< p > St. Valentine: the club regularly organizes outdoor activities, and the brand community is being built.

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< p > > a href= "http://sjfzxm.com/news/index_cj.as" > Lion Brand < /a >: 2014 establish donkey's tribes and carry out regular activities.

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< p > the outdoor outdoor living room of the Sky Park integrates outdoor equipment experience with outdoor life. There are regular outdoor activities, public lectures and outdoor sharing sessions.

It is located in the CBD core area of Beijing, which combines the experience of products and activities to bring together quite a few outdoor lovers.

Compared with Si Kele, Saint Fred is also creating more opportunities and conditions for more people to understand and experience outdoor life.

In addition, Gore GORE-TEX (Gore Tes) Music Club online communication platform on the new line, lion brand outdoor donkey donkey tribes are different degrees of construction of their own outdoor circle.

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< p > "the club is the best leader in outdoor lifestyle. Buying is not an end, but to let everyone experience the outdoors and get out of the house. It is more meaningful to find a shop that can take out the outdoor stores. It is very easy for consumers to have a sense of happiness and presence, and good activities are easy to form word-of-mouth.

Therefore, if we can develop every customer into a club member and improve the consumers' understanding of the outdoors through club activities, it is very meaningful to lead more people into the outdoor field.

Shi Kai Le brand founder Zeng Hua said.

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< p > when community interaction is enhanced, it will not only help to gather popularity, but also share the use of outdoor products among members, not only by brand, but also by members.

Because of the platform, the brand can analyze the data and have a deeper understanding of the target customers, and the marketing is more targeted.

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< p > customer experience as the basis for brand development, from the overwhelming publicity campaign to stand out and return to the original point, Lin Jinsong said that St. right's main direction is to return to the origin and communicate with consumers to carry out precision marketing.

Although this will cost a lot of financial and material costs, it can be beneficial to get all the advertising systems into a single point and get consumers fans.

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< p > many brands always like to "eat like a big fat man" in the community marketing promotion, and pursue the sensation effect. They believe that an outdoor show activity in the community can make the sales volume increase explosively. As a result, it may cost 20 thousand yuan for the activity, but only sell 2 thousand yuan products. The drop is very natural, so it loses confidence and artificially gives the market to the competitors.

Therefore, the brand must be persistent in the club marketing.

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