Analysis and case of network promotion marketing strategy?

If there is no case study, enterprises can't accurately grasp the market situation and customer situation, and can't fully understand the products. Then the following is the relevant content I have compiled, hoping to help you.

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Liu Jia: Marketing Case Storm Sparrows Become Phoenix

Introduction: The enterprise blog has been born for several years. With some successful applications in Europe and America, some far-sighted enterprises in China are also developing or preparing to develop enterprise blog marketing. Liu Jia sorted out the scattered cases of corporate blogs in China at present, hoping to provide reference and help for domestic corporate blog marketing.

This issue introduces the case that Stormhoek Wine Company expanded its popularity and successfully opened up the market through blog marketing. At the same time, the domestic Beibei Coffee Alumni Association copied this case and used it in China, which also achieved good results.

Attribute: foreign countries-small and medium-sized enterprises-successful cases; Successful cases of domestic small and medium-sized enterprises

Case description:

Stormhoek Wine Company is a small wine company in Britain, which rapidly expands its product popularity and opens up the sales situation through its corporate blog. Stormhoek is a small company with limited funds, so it didn't put any advertisements in the UK. However, Stormhoek relies heavily on blogs. Stormhoek provided 65,438+000 blogs with free wine produced by the company, and spread it around the world through their blogs. Its corporate website is a blog, and the company announced that as long as the blog meets the following two conditions, it can receive a bottle of wine for free:

I live in England, Ireland or France and have been posting on my blog site for at least three months. There is no limit to the number of readers, at least three, as long as it is a real blog. Having reached the legal drinking age, receiving alcohol does not mean that you are obliged to comment on the blog site-you can write; You don't have to write. You can say good things or bad things. The title of the announcement is eye-catching: "Stormhoek: Microsoft's Real Competitor". If you have $400 in your pocket and nothing to do, you can have a variety of choices, either buying a Microsoft Xbox 360 console or buying a case of wine. Companies that distribute free wine hope to get rave reviews online, but the extraordinary thing about Stormhoek brand is that it has triggered an increase in actual sales by chatting in the virtual world.

Stormhoek believes that "we are honest. We don't claim to be the best wine in South Africa. We just tell people that the wine here is of good quality and reasonable price, and then ask people to express their opinions. "

The company used this blog to interact with other bloggers, and distributed free wine to bloggers who attended 65,438+000 dinners and gave feedback on their wines, which quickly attracted public attention, and thus successfully landed in the US market after more than 65,438+000 days at a very low price of 65,438+000 bottles of wine, winning product popularity and rapid expansion of the sales market. The cost of the whole marketing process is only a few thousand dollars. In June, 2005, their wines began to be put on the market, which exploded to 654.38 million cases per year in less than one year. Blog marketing brought them a steady stream of customers. Stormhoek's example illustrates the great value of blog marketing, which can help small enterprises to quickly expand their product popularity at a very low cost. This can give good inspiration to those companies that are unable to advertise because of the shortage of funds.

Stormhoek believes that blog marketing has far-reaching significance than ordinary sales. Blog marketing regards consumers as real people, not abstract concepts or impersonal sales targets. Blog marketing can help enterprises transcend metaphysical concepts and thus enhance their brand image.

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Internet event marketing case of brand

In my opinion, any form of event marketing case is inseparable from its "marketing" essence. "Marketing" is actually a way of communication. No matter what method you use, you should choose the communication mode suitable for your target group-and the core problem of this communication mode is not what the narrator said, but what the listener heard.

A few years ago, the first wave of Internet swept in and left with a broken bubble. The sadness at that time was still in my ears, and the second wave of Internet affected Enemy at the Gates.

A series of figures make all those who devote themselves to and pay attention to the Internet excited again-a survey of 2 1 by ——CNNIC shows that the number of netizens in China has increased to 22 1 10,000. The number of Internet users in China is growing rapidly, with an increase of 73 million in 2007, with an annual growth rate of 53.3%. In the past year, the average number of Internet users increased by 200,000 per day. At present, the number of netizens in China ranks first in the world. The average online time of netizens in China is 3.28 hours, while the average TV watching time is only 1.2 1 hour.

The huge number of users and such a high degree of user contact make the Internet completely get rid of the status of the fifth kind of media called "outside the traditional four major media" a few years ago, and become an important media that keeps pace with the traditional four major media, even surpassing the traditional media.

There are many choices, how to start?

The existence and more and more important position of the Internet makes all marketers excited, and there is a little confusion besides the excitement-how to do Internet marketing well?

Internet marketing has many levels, including EPR*** Internet public relations * * *, online word-of-mouth marketing * * *, EAD*** Internet advertising * * ...

There are also many means of internet marketing, such as special cooperation with portal websites, public relations soft articles, rich forms of online advertising according to the user groups of different websites, SEM*** search engine marketing, IM marketing, forum marketing, blog marketing, WIKI marketing, streaming media marketing and so on. ......

There are too many means, people can't see everything, and they feel that they can't start-what should we do with the brand's event marketing case?

In my opinion, any form of event marketing case is inseparable from its "marketing" essence. "Marketing" is actually a way of communication. No matter what method you use, you should choose the communication mode suitable for your target group-and the core problem of this communication mode is not what the narrator said, but what the listener heard.

Many Internet marketing methods just blindly seek PV and click-through rate-quantification that cannot be promised in the traditional advertising era has finally become possible in the Internet era. However, if you ignore the essence that the brand wants to convey and spread, and forget to communicate with consumers the brand information you want to convey to them, then this marketing method will fail-unless the brand pursuit has the same effect as Heng Yuanxiang's advertising event marketing case that challenges consumers' patience-"I would rather be scolded than remembered".

To sum up, the highest realm that Internet marketing should pursue seems to be: on the basis of comprehensive utilization of Internet media, including official Internet media and self-media, let as many target consumers as possible receive the information that the brand wants to convey.

Event marketing is an idea.

Event marketing seems to be a good solution. Many hot events on the Internet make online marketers more and more aware of the power of "events"-if you can create an event to attract many people's attention, or with the help of an event that has attracted many people's attention, you can kill two birds with one stone by "appropriately" implanting brand information in this event, which not only ensures high attention, but also ensures the correct transmission of brand information.

A case I despise but deserve further study is the "Landong" event marketing case that was popular a while ago.

Landong, a 70-year-old rich woman who claimed to be worth hundreds of millions, posted a video on the Internet, cursing "post-80 s" and "post-90 s", and her words were extremely insulting and contemptuous. Landong tried his best to show off his wealth, and assisted his core idea with provocative and contemptuous words and body movements-Landong became popular and became famous in the abuse of the post-80 s, post-90 s and even some post-70 s.

"Landong" seems to be wanting more, one video is not enough, and then a series of videos have been launched one after another, which will definitely inspire netizens' anger at themselves to the extreme until they are "unbearable". What is the significance of this move? A website is just a trick for a buffoon to promote himself and increase traffic.

All the videos and photos of "Landong" are marked with the website name "woyo”* * * * Most of them are watermarks and cannot be deleted when reproduced. Later videos were clearly marked with the spatial address of "Landong" in woyo.

A website, for popularity and traffic, has been * * *, which is sad to the source of this article: Huaxia Jiubao China Jiubao.com * * *-what is this called unconventional marketing celebrity effect or so-called "event marketing"-the author gave it a name: "Angry Marketing".

Landong tried his best to show off his wealth, and assisted his core idea with provocative and contemptuous words and body movements-Landong became popular and became famous in the abuse of the post-80 s, post-90 s and even some post-70 s.

"Lan Dong" seems to be unfinished. One video is not enough, and then a series of videos are online one after another. Be sure to inspire netizens' anger at themselves to the extreme until they are "unbearable." What is the significance of this move? A website is just a trick for a buffoon to promote himself and increase traffic.

All the videos and photos of "Landong" are marked with the website name "woyo”* * * * Most of them are watermarks and cannot be deleted when reproduced. Later videos were clearly marked with the spatial address of "Landong" in woyo.

Is a website so sad for popularity and traffic? -What is this called unconventional marketing celebrity effect or so-called "event marketing THLDL"? -The author gave it a name: "Anger Marketing".

In addition to grief and indignation, there are still many places worth learning and studying in the planning and execution of the whole event marketing case:

Wonderful planning1-"implantation" instead of "telling the truth": create topical characters, focus on the characters to attract the attention of netizens, and then put them into the website information, thus enhancing the popularity of the website-only, it is not positive characters, but negative characters that can attract people's attention * * * As the saying goes, good things don't go out, bad things spread thousands of miles * *.

Master planner 2-"Follow the trend": It happened that a video of a post-90 s girl swearing at "post-80 s and post-70 s" was on fire, so the planner struck the iron while it was hot and launched a "post-70 s scolding post-80 s and post-90 s", which made the scolding worse and made the incident heat up again.