New brand promotion channel exploration: mobile app

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

[Core hints] after the decline of the traditional internet and the new social media such as BBS and Twitter, another vertical brand promotion is becoming clearer, which is the mobile APP brand promotion with the rise of mobile internet.

If someone is a sudden mention of "brand promotion" This word may not be clear what you are doing, but in fact, in the life of brand promotion everywhere, big to TV ads, small office often appear in the promotional activities are actually a brand promotion.

"The so-called brand promotion, refers to enterprises to shape their own and product brand image, so that the broad masses of consumers widely recognized the series of activities and processes." Brand promotion has two important tasks, one is to establish a good corporate and product image, improve brand awareness, reputation and characteristics; the second is to have the corresponding brand name of the product sales. "-Via MBA Encyclopedia

But with the progress of technology, whether the consumer, enterprise, market or brand promotion itself have a new great changes. In recent years, in particular, a vertical brand promotion has become clearer, following the decline of the traditional internet, including the BBS, and the emergence of new social media, including social networking sites and microblogs, that have been promoted by mobile APP brands that have emerged from the emerging mobile internet wave.

For the social media brand promotion Geek Park has been introduced in previous Facebook timelines and branding, and in that article we told you about the New York Times, Ford Motor and Spotify using Facebook timeline for branding, and for mobile apps Brand Promotion Case Introduction is the following content.

From the above definition of "brand promotion" we can see that the brand's own App is to let consumers and brands better understanding and interaction, and can bring sales value. The mobile App era, with the advent of mobile internet, has brought new challenges to brand promotion, consumers are no longer as passive as before to accept advertising, promotional activities and promotion, in addition to more precision and customization, consumers have moved from passive to active, consumers can determine your mobile App's retention, Consumers dominate the interaction with you, to some extent, can be said to be production-oriented consumers.

Therefore, the use of mobile app is not simple to ask outsourcing companies to do a mobile app and then posted to the app Store is done, it also involves creative, marketing and other considerations. In a competition where consumers are so picky and "too hard to get enough", if your brand promotes App as a product, it's no wonder that you want to be noticed. So how specifically should use mobile App for branding? Let's look at some successful cases first.

Pure mobile APP Promotion:

German Wing airlines Germanwings

The mobile app from the wings of Germany also has the function of an alarm clock app in addition to the normal business of booking a ticket. Of course, this "part-time" alarm clock application is definitely not ordinary only use noisy bell to wake up your alarm clock, also not 2B can fly will think need to answer questions of alarm clock, It can be said that it is a literary type of alarm clock application. "Every morning you wake up is not the alarm clock, but the dream", this Germanwings in your wake up time to ring the sound of your destination, such as the British words will be Big Ben's voice. Let's take a look at the video introduction. Such a simple function not only reflects the brand culture has also promoted the user's awareness of the brand, word of mouth after the legend is that there is a dream of travel potential consumers lethal huge.

Occasion Promotion:

Occasion is a good choice for brand promotion, typical occasion such as Gameloft's "Batman: The Rise of the Dark Knight" is based on the film adaptation of a large action game, allowing users to experience the role of the superhero, occasion the upcoming game of opportunity itself has received high attention and user volume.

Another example is the Bean in the CCTV documentary "China on the tip of the tongue," when the popular name of the same food application, it will be a documentary film in the form of a variety of pictures and text to make a real recipe. The result of the occasion is that the app has only two weeks of downloads in the App Store to break 1 million.

In addition to the above two with the help of the same name adaptation can be occasion the same type of popular applications, such as in the "Talking Tom Cat" when the application of popular green students to launch the same type of "talking weight loss panda" game, with the help of the current popular virtual pet image to interact with consumers, transfer the brand connotation of healthy weight loss.

Game Promotion:

"Stubborn Motorcycle"

Just landed in the domestic Subway () in order to arouse the attention of young young ethnic groups in the first-tier cities and turn attention to the actual sales strategy is to promote mobile APP brand, they have introduced a game app called "Stubborn Moto", where consumers can unlock coupons while playing games, Learn about the latest menu of the game and the true location of the real game.

In addition to the game hundred taste, Master Kang once also played a "treasure hunting" mobile games, the game allows consumers to play the interactive game in the process of understanding the "new drink handed down" plum, jujube juice raw materials and process, deepened the consumer for Master Kang "new drink" old brand positioning understanding.

Mobile App + offline Marketing Promotion:

Red Bull Time to

Red Bull recently in the "Red Bull time to" activities to promote, the promotional activities is a typical mobile App with offline marketing. Users will "Red Bull time to" App download to the mobile phone, and then according to participate in the interaction can be free to get Red Bull gift drink (need offline claim), in mobile App also has "summon Energy team" and "Sleep God Collection Order" and other integrated offline marketing means to carry out brand promotion.

Starbucks Early Bird

About Starbucks Early Bird (early bird has coffee to drink) will not have to introduce more, and the above mentioned German wings of the application of the Germanwings alarm clock function is similar, but the difference is that Starbucks combined with offline marketing, with a cup of direct effective fragrant thick discount coffee to "lure" Consumers get up. In fact, in addition to the "Early Bird" Starbucks also explored the location-based mobile pour services, users only need to determine their location on the phone and place orders, pedal-car Starbucks coffee distributor will send coffee to the user. In the mobile app era, this alternative mobile pour check-in and Early Bird, an all-in-one app for branding and product marketing, not only made the ultimate customer experience, but also allowed consumers to really enjoy the benefits.

Mobile APP + Smart Device Promotion:

Nike Nike FuelBand

Nike, a sports-focused sport, has started mobile app branding since the IPhone was not available, and Nike has been taking the path of hardware devices that combine mobile apps with other pure mobile apps or most of the offline activities. From the earliest 06 Nike running products to the later built-in Nike chip basketball shoes Nike basketball, training shoes Nike training, and then to the current Nike FuelBand movement wrist strap. The technology watch comes with a dot-formation LED display that measures four of data: time, calories, steps, and NikeFuel. NikeFuel is a standardized unit of measurement that Nike defines, and the more NikeFuel it is, the more active you are. It can be synchronized with the corresponding application via Bluetooth to record and track each day's activities and progress.

The Nike series is truly universal and allows users to accept, recognize and even rely on the smart device to connect Mobile APP's sports fitness way, this way makes the user fitness and training become more accurate and fun, the more people affected by the participation will be greater to enhance the brand recognition of Nike, At present, the world has formed a more than 6 million of the Nike sports community (last year, the number of members on the increase of 55%), whether in the brand appeal or brand to the consumer value is a great success.

From the above several mobile app promotion cases can be seen, most of these apps are the value of the brand fun, and then the game or a combination of marketing to the brand by Word-of-mouth publicity. As the beginning says, these mobile apps have been interactive to give consumers a better understanding of the brand and bring sales value. In fact, the same interaction, using the app to release a can listen, can see, also can "touch" The music album is also a good case, before we in the music carrier of the APP explore the article has also been elaborated. Of course this article on mobile app case is only glimpse, the future of new mobile app brand will certainly be the pattern frequency, round after round, to know "Creative unlimited" This slogan is not chanting.

Finally about creativity, in fact, creativity is not only the user to create memories, but also to be able to create meaning and create business, that is, in addition to creating "dissemination of value" outside the best to take into account the "sales value", can not just simple fun will not be. This is why a lot of brand App in the increase of fun at the same time will still be supplemented by a variety of concessions to attract users to real consumption, in fact, only creative and business coexistence of creativity can bring lasting value for the brand.

Unless the special statement, the Geek observation is the Geek Park original report, reproduced please indicate the original link.

Original address: http://www.geekpark.net/read/view/163972 Park is currently trying to accept contributions, you are welcome to share manuscripts.