WeChat and Weibo play like this to make money

Chapter 29 How Traditional Enterprises Play Micromarketing (5)
[-]. Use the WeChat platform to retain customer resources

The transportation industry cannot be too fashionable through WeChat marketing.Through social platforms such as WeChat, the service scope of airlines and railway departments can be expanded, and the pressure on service personnel can be reduced.But if you want to carry out air ticket promotions, you must be more cautious.For example, you must understand the attributes of WeChat subscribers before planning an event. If you blindly promote and promote a large amount of advertising information through public accounts, it is easy to arouse users' resentment and reduce users' enthusiasm for interacting with them.

Facing the increasingly fierce competition in the current market, the "micro-platform" provides a platform for airlines and railway departments to display their brands and convey information to customers in the most fashionable and fastest way.The use of new media social platforms for marketing can accurately understand the most extensive needs of passengers, and then retain them by meeting their actual needs, attract passengers through good interactions, and ultimately create value.Therefore, airlines must elevate new media social platform marketing to a strategic height, and always maintain acumen to innovative and trending mobile Internet communication tools.

The future mobile Internet marketing battle is bound to be extremely fierce. Whoever can follow the trend and come out on top will take the lead in the future market.Of course, all of this requires professional operations, not just relying on a cutting-edge media platform to achieve profitability.

[Case Miniature] China Southern Airlines: Perfect Service Increases Customer Loyalty

China Southern Airlines also attaches great importance to WeChat marketing. This point can be clearly reflected in the words of Hu Chenjie, Chief Information Officer of China Southern Airlines: For China Southern Airlines today, WeChat is as important as China Southern Airlines’ website 15 years ago!It is precisely because China Southern Airlines attaches great importance to WeChat marketing that it has been committed to building an excellent WeChat service platform.

On January 2013, 1, the first version of China Southern Airlines WeChat was released. China Southern Airlines used this version to launch WeChat check-in service, which is the first in China.With the continuous development and improvement of WeChat functions, China Southern Airlines has successively launched a full range of services such as ticket booking, flight status query, mileage query and redemption, boarding pass check, city weather query, travel guide, and ticket verification.As long as users log in to China Southern Airlines WeChat, they can use this public platform to inquire.

The launch and continuous development of China Southern’s WeChat has enabled China Southern to do better and better in terms of service. More consumers like to use WeChat as a platform to learn about related services and inquire about relevant information.

China Southern Airlines has increased customer loyalty by relying on perfect service.For customers who want to fly, they are most concerned about how to inquire about flight information and how to make flight reservations.China Southern Airlines has created a perfect aviation service platform based on WeChat, which has greatly improved customer loyalty.

[Case Miniature] BMW: A "loyal player" of Weibo product placement

Among the enterprises using the "Wei" platform for marketing, BMW is a "loyal player" of Weibo product placement.When BMW carries out "micro" marketing, it often thinks about the best way to place advertisements, and this way of placing advertisements will not cause users to be bored.

BMW not only likes to rely on the way of product placement for marketing, but also is well versed in the way of product placement.For example: advertising is carried out through a Weibo of a Weibo user. "After all, I couldn't race that BMW, and I could only watch it go away in the sunset. It's not that my engine is bad, but my car chain is off." This interesting Weibo received a lot of attention. Forwarding, everyone remembered the BMW brand while smiling.

Relying on humorous and interesting ways to achieve the effect of promoting the brand is a typical way of BMW's advertising placement. Relying on this kind of advertising placement, BMW allows users to deepen their understanding of their own brand in a relaxed and pleasant atmosphere.

[Case Miniature] Cadillac: WeChat public platform helps Cadillac marketing The huge marketing power of the WeChat public platform has also produced a huge temptation for the automotive industry. Cadillac has also chosen to spread its corporate brand through WeChat marketing.

The first manifestation of Cadillac's use of WeChat public account marketing is to send a message in the form of a picture and text every day, and also send a voice message of about 30 seconds, as well as Karen Mok's commercial song.After a week of this, many people expressed their love for the brand on WeChat.

Cadillac’s real use of WeChat marketing began on May 2012, 5. On this day, Cadillac launched the marketing campaign of “Be aware of the Route 17 in your heart”. To resonate with users.

In addition, Cadillac also uses WeChat to send content such as overseas auto shows, spy photos and other beautiful pictures of models, and sometimes uses the account to release real-time information such as orange warnings for rainstorms to warn users to drive safely.

This series of marketing activities has greatly improved Cadillac's brand influence, and also brought Cadillac's sales performance to a new level.

The reason why Cadillac's marketing activities can achieve such a good marketing effect is that it made full use of WeChat, a public platform, when promoting the marketing activities.On this public platform, users can feel the charm of Cadillac, and at the same time, they will have an emotional dependence on the Cadillac brand and a high viscosity to the official account.Because of this, Cadillac has easily achieved the purpose of improving marketing.

Cadillac's "Be aware of Route 66 in your heart" marketing campaign
6.7 How the real estate industry plays with micro-marketing
As a brand-new network communication method, WeChat has quietly penetrated into the daily life of the public.It can be said that WeChat has the advantage of "many people and powerful force" and the characteristics of high-end users are the best booster for real estate marketing.As more and more people register and use WeChat, WeChat has gradually played an increasingly important role in real estate marketing. A face-to-face communication platform has been established.As long as people take out their mobile phones and take a picture of the QR code, they can learn about the latest real estate information through WeChat at the first time.WeChat can communicate with users very directly, and it plays a very important role in both buying and selling a house.With the opening of WeChat marketing, the real estate industry has opened up a new situation in real estate marketing.However, micro-marketing is not a master key. If the real estate industry wants to use micro-marketing to increase profits, it must first understand the following issues:

[-]. What is WeChat in the real estate industry used for?

Wechat for real estate real estate is a convenient way to provide users with a full range of house-buying services. Through this platform, users can directly check the latest quotations, get opening notices, enjoy discounts, and answer questions about buying houses.Through the WeChat platform, real estate developers can push more accurate and effective industry information and real estate information to users than any previous marketing form.As a new type of communication tool, WeChat has the characteristics of autonomy of choice and pertinence of acquisition.When relevant users encounter questions when buying a house, real estate developers can give relevant answers anytime and anywhere through WeChat, and can also push the recent developments of real estate to users in the form of messages anytime and anywhere, giving customers guidance and guidance.

[-]. How to let users know the public accounts of the real estate industry
Print the QR code of the real estate on booths, mobile publicity boards, and leaflets, and interested people will actively scan the code to pay attention to the public platform. If there is a discount for scanning the QR code, it will attract more people to become fans of the company.In addition, companies can also use all media, offline and online, to launch public accounts to attract followers.

[-]. Planning WeChat activities to attract users’ attention

In order to attract users to be interested in real estate, in addition to the rigid requirements of the house itself, it is also essential to plan attractive activities.Enterprises can regularly push information about promotional activities on the WeChat platform, so as to attract users to participate in activities and achieve the purpose of closing transactions.

[Case Miniature] Siji Jinhui: Relying on Highlights to Win Views
The huge marketing potential of WeChat has made the real estate industry begin to target this platform. Siji Jinhui has used this platform to win the number of views and achieved good marketing results.

Siji Jinhui is one of the earliest companies in the real estate industry to use WeChat for marketing.When it was first launched, Siji Jinhui used the WeChat big carousel lucky draw event. The lottery scene was very spectacular. More than 6000 people drew a lottery together, and various prizes appeared one after another, such as house purchase vouchers and real prizes.The fiery lottery draw made all the participants full of enthusiasm, and the final effect was beyond imagination, and the opening transaction volume of the current period far exceeded expectations.

Having tasted the sweetness of WeChat marketing, Siji Jinhui began to gradually improve the WeChat marketing strategy and the various functions of the WeChat public account, such as signing up for 360 panoramic house inspections, picture walls, and surrounding living facilities through the WeChat terminal.The majority of WeChat users can view various room types of Siji Jinhui from all angles through the WeChat platform.This method brings users a brand-new viewing experience and greatly increases users' interest in its products.

The real estate industry uses WeChat for marketing, the most important thing is to increase the number of views, and in order to increase the number of views, marketing needs to have bright spots.Four Seasons Jinhui has grasped the principle of "bright spots" when using WeChat for marketing.The highlight of Siji Jinhui’s WeChat marketing is “WeChat appointment viewing + picture wall”. Relying on this highlight, Siji Jinhui finally won the number of views and played a good role in promotion.

[Case Miniature] Vanke Feili County: Relying on "rights" to win "true fans"

In September 2012, Vanke, a leader in the real estate industry, also started to get involved in WeChat marketing, and achieved good results.Vanke Feili County has launched a WeChat platform and carried out a series of marketing activities relying on this platform.As long as users who successfully add the WeChat account of Kefeili County by scanning the QR code or adding the WeChat account wankefeilijun can obtain the happiness rights provided by Vanke Feili County.

第一个权益是购物卡幸福奖赏。第200、500、800、1000名关注者可分别获得100元、200元、300元、500元天虹购物卡。

The second benefit is that you can go to the sales office of Feili County to get a copy of the happiness pass through the WeChat friend interface, and you can get a four-fold happiness gift for this.They are ten thousand yuan happy home investment fund; enjoy exclusive VIP discounts from happy business alliances such as Maojia Restaurant and Shangdao Coffee; can get customized happy home improvement package in Feili County; can participate in 9.8-9.9 and 9.15- On-site lottery draws on the two weekends of 9.16, those who participate have the opportunity to win the NewiPad award.

The third benefit is that you can participate in the city-wide interaction of Happy Weijiashu, and deliver "happy mooncakes" to family members for users.

The fourth right is to have priority access to relevant information and product information of the Feili County Happy Home Project.

Once this WeChat marketing activity was launched, it has achieved good social response. More users have participated in Vanke Feili County, and the houses in Vanke Feili County have also achieved good sales performance due to this marketing activity.

Facts have proved that the real estate industry, as a representative of traditional industries, can also use WeChat to carry out marketing.The reason why Vanke Feili County’s WeChat marketing can achieve such good results is because it has captured the psychology of consumers, used rights to attract consumers, and won a considerable number of “true fans” for the company.

[Case miniature] Shenzhen Coastal City: Free "WeChat Card" to increase occupancy rate Shenzhen Coastal City is located in Houhai, Nanshan, Shenzhen, adjacent to Houhaibin Road and Chuangye Road in the southeast, and Binhai Avenue and Houhai Avenue in the northwest. A shopping center integrating multi-functional leisure services such as specialty restaurants, trendy entertainment, high-end cinemas, and real ice skating rinks.In order to attract more investors, Shenzhen Coastal City began to turn its marketing to WeChat, a public platform.

The specific method is to launch the "Open WeChat Membership Card" campaign.As long as WeChat users use WeChat to scan the exclusive QR code of Coastal City, they can get a free Coastal City mobile membership card, and with the obtained "WeChat card", they can enjoy the preferential privileges of many merchants in Coastal City.

Shenzhen Coastal City WeChat Marketing Activities
This marketing activity has achieved good results. Because the "WeChat Card" is free, it has attracted a large number of users to participate in the interest, and the shops in Coastal City have also increased the occupancy rate.

The marketing strategy of Shenzhen Coastal City is very obvious. It relies on "membership card" to attract users, and the acquisition of "membership card" is completely free. Consumers have always liked free things, so, under the temptation of free , Many users will rent shops when they get the "membership card". In this way, the occupancy rate of shops will increase.

(End of this chapter)