58 innovative plans for marketing

Chapter 22 Network Marketing Planning (2)
some people.Think viral marketing is as simple as writing "Visit our website" or "Please forward this message to your colleagues and friends" at the bottom of an email.In fact, the essence of viral marketing is to use other people's communication channels or behaviors to voluntarily spread valuable information to a wider range.No amount of pleading or intimidation will have a truly viral effect if the information or other service offered is of no value.

In addition, viral marketing gives people the feeling that it must be spread in a wide range. In fact, not every website's information can or must be known to people all over the world.

Practical points
A good viral marketing plan far outweighs the effects of mass advertising.Viral marketing is not something that can be done casually. Some ideas or services that look good may not necessarily achieve the desired results in the end.

Although the specific viral marketing plan of each website may vary widely, in the process of implementing viral marketing, it generally needs to go through the basic planning and design of the plan, the design of information sources and delivery channels, the release of original information, and the tracking and management of effects. Step by step, taking each step seriously, viral marketing can ultimately be successful.

First of all, the overall planning of the viral marketing plan should be carried out to confirm that the viral marketing plan conforms to the basic idea of ​​viral marketing, that is, the disseminated information and services are valuable to users, and this information is easy to be disseminated by users themselves.

Second, viral marketing requires unique creativity and a well-designed viral marketing program (whether it is providing a certain service or providing a certain information).The most effective viral marketing is often the original one.Original plans are the most valuable, and some follow-up plans can also achieve certain results, but it is more attractive to have corresponding innovations.The same thing, the same way of expression, the first is creativity, the second is to follow the trend, and the third one who does the same thing can be said to be boring, and even disgusted.

Third, the design of information sources and information dissemination channels.Although viral marketing messages are spread by users themselves, these sources and delivery channels need to be carefully designed.

Fourth, the release and promotion of original information.The ultimate large-scale information dissemination starts from a relatively small area. If you want the viral marketing method to spread quickly, then the release of the original information also needs to be carefully planned. The original information should be published where users can easily find it, and users Places that are happy to deliver this information (such as an active online community).If necessary, you can actively disseminate the information on a larger scale, and wait until the number of users who voluntarily participate in the dissemination is relatively large before allowing it to disseminate naturally.

Fifth, the effect of viral marketing also needs to be tracked and managed.After the viral marketing plan is designed and implemented (including the form of information transmission, information sources, information channels, and original information release), the final effect of viral marketing is actually beyond your control, but it does not mean that you cannot Tracking and management of such marketing effects is required.In fact, the analysis of the effect of viral marketing is very important. Not only can we grasp the response brought by the dissemination of marketing information in time, but also we can find out the possible problems of this viral marketing plan and possible improvement ideas. These accumulated experiences provide a reference for the next viral marketing plan.

Scene reconstruction
1. Scenarios
I don't know when it started, many friends in the MSN list set up the banner of I'm, and within a few days, half of the people in MSN had their own I'm prefix. Use this to indicate charities you support.Now more than 15 different organizations have joined this event, including the Red Cross, AIDS Prevention, International Children's Refugee Aid, Organization for Preventing Global Greenhouse Effect, Music Lost, WWF, etc.They all use different I'm codes, and you can add this special code in front of your MSN to indicate the charitable organizations you support.Organizations participating in this event can receive a minimum donation of $10 in the first year, and the more people you add, the higher the donation amount.However, the first thing to do to meet this requirement is to upgrade your MSN to version 8.1.

Viral marketing has become an efficient way of information dissemination, and since this dissemination is spontaneous among users, it is an online marketing method that costs almost nothing.It is not an exaggeration to describe Microsoft's approach as clever. In the name of charity, it has successfully promoted the latest version 8.1 of MSN. While enhancing the brand image, it has also received positive feedback from the society.

Question: Microsoft adopted viral marketing when promoting MSN8.1 version.So, what role did this marketing play?
2. Role simulation
If your company is a competitor of a company that is doing viral marketing, how do you deal with this kind of marketing?

3. Thinking Enlightenment
What are the elements of successful viral marketing?
4. Physical training games
Props: some paper, some pens.

Number of participants: 10 people.

Method: 10 people were divided into 2 groups, 5 people in each group.Set up a specific scenario, and the two groups each make a viral marketing promotion plan for a specific event.

Rules: Which group's plan is perfect and feasible within the specified time, which group wins.The time is 60 minutes.

Purpose: Through the game, cultivate the ability of game participants to plan viral marketing.

5. Improve plan
Reference answer

1. Scenario case: MSN8.1 version was promoted in the name of charity, which enhanced the brand image and social image.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment and answering ideas: Successful viral marketing is inseparable from 6 basic elements.Dr. Ralph F.Wilson, an American e-commerce consultant, summarized the basic elements of an effective viral marketing strategy into six aspects: providing valuable products or services; providing a way to convey information to others without effort; the scope of information transmission is easy Diffusion from small to large scale; use of public activism and behavior; use of existing communication networks; use of other people's resources for information dissemination.

According to this basic law, when formulating and implementing a viral marketing plan, you should conduct necessary preliminary research and targeted inspections to confirm whether your viral marketing plan meets these six basic elements.

Classic look back
In order to promote its U608 mobile phone, Samsung's marketing planners first did some analysis.First of all, U608, a high-end mobile phone, has been launched in South Korea, but has not yet been sold in China. This is a point of expectation for Chinese mobile phone users.Secondly, the "ultra-thin" (1mm thinner than the series mobile phones, but its functional configuration has not decreased but increased) appearance and powerful functions bring convenience to the introduction of the topic.

Based on this, for the promotion of U608, in addition to choosing the traditional marketing model, Samsung also adopted a unique Internet marketing model—cooperating with Qihoo You Marketing community word-of-mouth marketing platform, and conducted a series of network promotion activities for mobile phone forums.

The purpose of the promotional activities is very simple: by preheating the phone before it goes on the market, it will attract attention among mobile phone enthusiasts and professionals, and then spread the characteristics of the phone to a broader public group.

The most effective way to guide consumers' word-of-mouth is to influence the opinion leaders who have the most say and the most credible words in this field.

Samsung U608 mobile phone forum promotion activities are aimed at such a special group - opinion leaders in daily life.When netizens enter mobile phone forums and participate in discussions on U608 mobile phones, the marketing activities targeting them actually begin.The difference between this marketing model and the traditional marketing model is that the word-of-mouth communication channel can be guided and the target is clear; through the influence on such groups, the possibility of indirectly affecting a wider group of people is extremely high.

The Qihoo You Marketing community word-of-mouth marketing platform has taken this into consideration at the very beginning. It first uses the Qihoo People Rank forum search technology to discover opinion leaders and potential consumer groups in each industry field among tens of thousands of communities. In cooperation with Discuz, these forums are divided into 20 life circles according to the audience characteristics of the forums, such as business people, fashion people, car enthusiasts, college education, fan sports, and game entertainment, and make corresponding classifications for the forum sections.

In this way, for the promotion of U608 mobile phones, professional mobile phone forums such as "I Love Samsung" and "Songbei University" were selected to put in topics and posts, which would affect the opinions and purchase judgments of these distribution enthusiasts.

During the implementation of the operation, Samsung U608 adopted two waves of promotional offensives in the community marketing: First, the post titled "New Phone Spy Information is Absolutely Real Samsung New Phone U608 Pre-exposed" through informative appeals to the important parameters and characteristics of the phone Make an introduction; then, the post titled "Brilliant Samsung U608 Full Picture and Detailed Explanation (Super Complimentary Picture)" attracts attention with exquisite pictures and question-and-answer appeals.

The two posts were pushed remotely in the form of pinned posts in the 30 major professional mobile phone forums. When these posts rushed to the pinned areas of the major forums, netizens in the forums were very concerned, and they came to "like" or post more. Views.According to the monitoring results, Samsung U608 received nearly 60000 clicks and nearly 800 replies in the two-month community forum word-of-mouth marketing of Samsung U608.During the top period, there were 1610 search results with the same title as "Samsung's new U53 was exposed first" and the number of reposts was 608 times the number of posts; and "Superb Samsung U2290 Full Picture Detailed Explanation (Super Complimentary Picture)" There are 76 search results with the same title, and the number of reposts is 608 times that of posts.It fully proves that the word-of-mouth marketing of community forums has allowed U[-] to form a very extensive word-of-mouth influence in the forums.

Samsung is one of the earliest manufacturers to "eat crabs" in community word-of-mouth marketing. Judging from the actual effect of the U608 case, this marketing method can be described as low investment and high return.Although the word-of-mouth marketing based on the forum community is still under exploration, guiding word-of-mouth communication and grasping the public opinion of netizens will inevitably receive more and more attention from enterprises.

Skillful touch
Word-of-mouth marketing communication, known as No. [-] media, is regarded by modern marketers as a marketing model with viral characteristics. It is the cheapest information dissemination tool in the world today, and it is also the most credible communication medium, and it is the fastest to cultivate consumer loyalty. ,the best method.The credibility and promotional force of word-of-mouth marketing have made enterprises firmly believe that "information dissemination, word-of-mouth comes first" and that "a good word-of-mouth is the most effective form of advertising."Especially for those small and medium-sized enterprises or weak brands with limited marketing resources, word-of-mouth marketing is a powerful magic weapon to win the market.

Word of mouth marketing is the process of applying the concept of word of mouth to the field of marketing.That is to attract the spontaneous attention of consumers, the media and the public, so that they can actively talk about your company and products, and on the basis of the talk, it can have a good effect of being fascinating, and at the same time get a kind of recognition from the general public, so that It is sublimated into a kind of talking pleasure for consumers.It spreads spontaneously and actively, and thus provides the media with the value of reporting.The process of forming such a good brand effect is called word of mouth marketing.

thinking innovation
Under the trend of network communityization, word-of-mouth marketing will push enterprise network marketing into the third wave. On May 2007, 5, Qihoo officially released the "community word-of-mouth marketing platform", which brought a new way to the Internet marketing of enterprises. The basic feature of this marketing model is to effectively use and guide Internet users' word-of-mouth to serve the needs of enterprises.

The brand definition of "community word-of-mouth marketing platform" is "You Marketing". Its significance is that with the advent of the community era, every consumer subject has changed from passive to active, consumers have more voices, and each individual consumer has Salespersons who may become branded products, experience sharing among consumers, experience sharing, etc. can influence another group of consumers, and gradually form a consumer group and a brand community.Qihoo's word-of-mouth marketing platform will help companies gather consumers, complete word-of-mouth transmission, and influence and guide them, so that community networks can create value for corporate customers and achieve their own successful marketing.

Practical points
To realize the effectiveness of word-of-mouth marketing communication, the following methods need to be followed:
First, endow the brand or product with vivid and profound cultural connotation, and let the culture itself become the power of word of mouth.

Second, build the unique features of the products, so that the featured products that exceed customers' expectations become the focus of everyone's praise.

Third, carry out ubiquitous service marketing, so that "God"-like service becomes the capital for customers to show off to others.

Fourth, give products, gifts or services to allow customers to spread the product in the process of showing it to friends.

Fifth, pay attention to every point of view of consumers, and let the lofty sense of being respected drive consumers to spread to others.

Sixth, create ingenious promotional activities, so that customers who benefit from it can broadcast praise and praise for your products.

Seventh, make clever use of advertisements and hot topics, so that word-of-mouth marketing can accelerate the full blooming among customers.

Eighth, plan far-sighted marketing events, so that the connotation of event marketing becomes a classic case of mutual praise among customers.

Scene reconstruction
1. Scenarios
Cutting technician Louis input the data of a rock-candy-like raw diamond into the computer, carefully pondered it under a magnifying glass, and carefully marked the best shape with a pen. Diamond cutting and polishing on-machine.There was a screeching sound like brakes, white powder splashed everywhere, and silver arcs shone. Under Louis's skillful operation, the dull stone began to transform bit by bit into the brilliant diamond that fascinated countless people.

In addition, TESIRO psychic also leaves customers with a wonderful experience from multiple perspectives such as hearing, vision, taste, smell, and touch, thus forming a good reputation-in terms of hearing, Belgian music is played in the store; in terms of smell, Spray the special perfume of the European royal family to let the elegant atmosphere permeate the air; visually, the ancient diamond polishing tools are eye-catching, and the European furnishings complement each other; in terms of taste, the gift presented is authentic Belgian chocolate; in terms of touch, it is unique The high-quality cut diamond model allows customers to experience the charm of high-quality cut diamonds...

This scene of Belgian TESIRO psychic grinding diamonds at the Shanghai Nanjing East Road Diamond Cultural Experience Store was repeatedly mentioned by customers, and dozens of Chinese media also fully reported on it.Since entering the Chinese market, the European jewelry brand TESIRO has been quickly recognized by consumers. In addition to other factors, word-of-mouth marketing has played a huge role. Under the effect of word of mouth, the popularity and reputation of the TESIRO brand has been greatly improved. .

Belgium enjoys a high reputation in the global diamond industry and is the birthplace of diamond processing in the world. It has the world's largest diamond cutting center and is honored as the "Kingdom of Diamonds". work. The parent company of TESIRO is located in Antwerp, Belgium. It maintains a leading position in the world diamond industry and has the most advanced diamond processing technology and equipment.

Question: Why did TESIRO move the cutting machine center into the jewelry store?

2. Role simulation
Suppose you are the CEO of a newly established company, and you don’t have enough funds to carry out large-scale publicity, but the quality of your products is indeed excellent. How should you use your customers’ word of mouth for marketing?

3. Thinking Enlightenment
What are the precautions when using word of mouth marketing?Where is the charm of word of mouth marketing?

4. Physical training games
Props: some paper, some pens.

Number of participants: 6 people.

Method: 6 people were divided into 3 groups, 2 people in each group.Set up a specific scene, and the three groups make a word-of-mouth marketing plan proposal for a certain designated commodity.

Rules: Time is 80 minutes.Which group's proposal is complete and feasible within the specified time, which group wins.

Purpose: Through the game, cultivate the game participants' ability to plan word-of-mouth marketing.

5. Improve plan
Reference answer

1. Scenario case: moving the cutting center into the jewelry store can better display Belgian high-quality cut diamonds to consumers, convey the core appeal of the brand, and achieve the purpose of marketing.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment answer ideas: It should be noted that word-of-mouth marketing cannot just pursue easy communication and forget the essence of marketing. It must be closely integrated with the main appeal of the brand, forming a positive association between word-of-mouth and the core appeal of the brand .The establishment of word-of-mouth must be to explain the core appeal of the brand and add points to the brand equity.While displaying their unique appeals, enterprises let consumers firmly remember their unique interests, thus forming a differentiated competitive advantage.

(End of this chapter)