58 innovative plans for marketing

Chapter 23 Network Marketing Planning (3)
With the diversification of information channels and the increase of optional space, whether it is TV, the Internet, newspapers or magazines, they all face the problems of weakening credibility and insufficient information transmission effect in information transmission. The influence of mass media on potential consumers Strength and confidence indices have dropped significantly.In this context, word-of-mouth marketing, a communication method with a long history, has received the attention of enterprises again.The charm of word of mouth marketing is to make everyone a medium of communication.

Classic look back
Chinese liquor giant Wuliangye Group Wine Company has boldly tried experiential marketing on blogs.They cooperated with Bola.com, the largest professional blog dissemination platform in China, and organized a large-scale red wine product experience themed activity among blogger red wine lovers through this platform.In just a few days after the event started, the number of people who signed up for the experience event exceeded 6000. In the end, Wuliangye Wine Company selected 500 well-known bloggers and wine lovers from all over the country to participate in the event, and sent Its new product, Guognac dry red, is for bloggers to taste.After the bloggers experienced the new product, they published their taste feelings and evaluations on Wuliangye Guoyi dry red on their blogs, which quickly triggered a wave of evaluations about Wuliangye Guoyi dry red in the blog circle, which was widely recognized by the industry. focus on.Wuliangye Wine Company has benefited a lot from this activity. Not only the product quality has been recognized by everyone, the brand has been greatly improved, but also the product sales have been really promoted.Many bloggers who participated in the event said that Wuliangye's new products taste really good, and they will also buy Wuliangye Guoyi dry red in the future.

The person in charge of Wuliangye Wine Company believes that by allowing bloggers to taste Guoyi dry red wine in real life, not only can the first-hand information of user experience be obtained at the first time, but also the word-of-mouth communication through blogging experience can make the red wine brand more popular. Spreading, stimulating consumers' desire to buy, cultivating loyal user groups, blog experience is a very effective marketing method.The bloggers who got the opportunity to taste Cognac dry red wine said that this kind of experience is very good, not only can they get the opportunity to experience the latest products for free first, but also the cultural charm of the whole theme activities and products can better arouse people’s emotions The record is very resonant.

From this we can foresee that word of mouth blog marketing will become one of the most effective marketing methods.Compared with the traditional way of word-of-mouth communication, Internet-based blog marketing has taken a qualitative leap in the speed and scope of communication, so the advertising effect has also multiplied geometrically, while blog marketing with blogs as the carrier has more accurate audience. And the characteristics of high-trust communication, while enhancing the corporate brand, it is also easier to stimulate sales behavior.

Skillful touch
Blog is a new way of website application. It is a website that provides everyone with a dissemination platform for information release and knowledge exchange. Blog users can easily build their own website with text, links, video and pictures. Personalized online world.Blog content is published on blog hosting websites, such as blog.com, Google’s Blogger website, etc. These websites often have a large number of user groups, and valuable blog content will attract a large number of potential users to browse, so as to deliver marketing information to potential users The purpose is to realize the integration of personal thoughts and social communication.

When we used the previous network communication tools, we only regarded the network as a tool.Because bbs, msn, and E-mail objectively lose the integrity of many people's thoughts, many people express completely different content and methods on different tools, but they are unable to integrate them.Personal blogging achieves this kind of integration, which makes a real person appear on the blog.Readers seem to be able to touch the inner world of the writer from the personal blog, and feel that the writer is telling him what he thinks and does in front of him. Communication tools simply do not have.Every blogger would be better able to play their role if they were aware of what their blog meant to their readers.In this way, blogs represent personal viewpoints, the interconnection of blogs becomes the interconnection between people, and blogs become a tool for the integration of social interconnection.

thinking innovation
Since blog, as a marketing information tool, plays the role of network marketing information transmission.Therefore, its network marketing value is mainly reflected in the fact that enterprise marketing personnel can release enterprise marketing information in a more independent, flexible, effective and low-investment manner, directly realize the purpose of enterprise information release, reduce marketing costs, and realize independent release of information.

1. Blogs can directly bring potential users.Blog content is published on blog hosting websites, such as blog.com, Google’s Blogger website, etc. These websites often have a large number of user groups, and valuable blog content will attract a large number of potential users to browse, so as to deliver marketing information to potential users the goal of.Using this method to carry out network marketing is the basic form of blog marketing, and it is also the most direct value expression of blog marketing.

2. The value of blog marketing is reflected in the reduction of website promotion costs.Website promotion is the basic content of enterprise network marketing work. After a large number of enterprise websites are built, they lack effective promotion measures, so the number of website visits is too low, which reduces the actual value of the website.By way of blogging, appropriately add the information of the corporate website (such as a link to a popular product, a link to an online discount download URL, etc.) in the blog content to achieve the purpose of website promotion.Such "blog promotion" is also a very low-cost method of website promotion, which reduces the cost of general paid promotion, or increases the number of website visits without increasing website promotion costs.

3. Blog post content provides an opportunity for users to obtain information through search engines.Multi-channel information transmission is the guarantee for the effectiveness of network marketing. Blog articles can increase the chances of users discovering enterprise information through search engines.The main reason is that generally speaking, blog sites with a large number of visits are more search engine-friendly than general corporate sites, and users can easily find the content of these corporate blogs through search engines.

Practical points
How to carry out blog marketing?From the current point of view, the summary is as follows: the simpler the form, the better, and the easier it is to use (the user will absorb information faster); the focus is on the content, the more professional the content, the more popular; the depth and breadth of information are absolutely valuable ; After the positioning is established, expand the content firstly and then deeply; rely on traditional media to dig out reliable information sources; develop interactive links with blogs on the same topic and update them in time; provide free downloads or professional use information; Lineup; at the same time, create topics in a timely manner and respond quickly to trends; share technology and ideas; adhere to principles and maintain individual styles; maintain a relatively leading position and do not pursue perfection; use storytelling or story skills to create interactive communication opportunities; Every blogger seeks source information or opportunities; uses more famous blogs to exchange links; he also links to others before others to show friendliness.

Scene reconstruction
1. Scenarios
VisaUSA released their first blog in October 2005, called Journey Totorino: www.journeytotorino.com, the blog site is about Winter Olympics sports news as the theme, including podcasts interviews with athletes.It is worth noting that Visa did not specifically promote this blog site, and apart from the website logo and the description at the bottom of the page BroughttoyoubyVisaUSA., the content did not mention Visa.Their purpose was to examine how well the blog's publicity could spread through viral means of communication.The results show that the number of website users has grown from a small number of readers to 10 per day, and the number of readers reached 300 in the first week of January 2006.

Question: What does the success of the tour to Turin illustrate?
2. Role simulation
If you are the boss of a real estate company, how to use the blogs of well-known real estate experts and scholars and the company's own blog for corporate publicity?
3. Thinking Enlightenment
What advantages does blog marketing have that other marketing plans cannot match?
4. Physical training games
Props: some paper, some pens.

Number of participants: 8 people.

Method: 8 people were divided into 2 groups, 4 people in each group.Set a specific scenario, two groups write a blog marketing strategy for a campaign of a product.

Rules: Which group does it fast and well within the specified time, and which group wins.The time is 45 minutes.

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

5. Improve plan
Reference answer

1. Scenario: The success of the trip to Turin shows that blogging is also an effective way for companies to carry out marketing and publicity.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment and answer ideas: blog is one of the ideal ways to establish the brand effect of authoritative website.As a personal blog, if you want to become an expert in a certain field, one of the best ways is to create your own BLOG.If you keep blogging unremittingly, the information resources you create will bring you considerable visits. These information resources also include all kinds of valuable articles, website links, practical tools, etc. you have collected. Resources provide good help for oneself to continuously write more articles, thus forming a virtuous circle. The accumulation of such resources does not actually require much investment, but the rewards are considerable.The same is true for corporate blogs. As long as you persist in in-depth research in a certain field and strengthen multi-level communication with users, it will provide an effective way to gain brand recognition and loyalty from users.

When the blog content is popular, the blog website also becomes a place to communicate with users. If you have any questions, you can ask them in the blog articles, and readers can post comments, so that you can understand the readers' views on the content of the blog articles, and the author can also reply to the readers' comments. Comments, so research on reader behavior can be done at a lower cost.

Blogging reduces the potential loss of being surpassed by competitors.The cost of time spent on blogging has actually been compensated by the cost saved in other aspects, such as the content written for the blog site, which can also be used to update the content of the corporate website, or published on other media with marketing value .Conversely, if you are surpassed by competitors because you don't have a blog, the loss will be immeasurable.

(End of this chapter)