How to do micro-credit marketing in FMCG brand

Abstract: The Author: @ Search for empty products as the most closely related to the daily life of consumer goods, often in the forefront of the era of marketing innovation, from the great treasure, Jian Li Bao to today's Yanghe, Gado, and so on, they have different degrees to lead the industry camp

Author: @ Seek space

FMCG as the most closely related to People's Daily life consumer goods, often in the forefront of the era of marketing innovation, from the big treasure, Jian Li Bao to today's Yanghe, Gado, and so on, they have different degrees to lead the pace of industry marketing. The advent of the social media era, so that these FMCG brand to see the opportunity again.

Since the opening of the micro-credit public platform, the term "micro-credit marketing" is unusually hot. The former has a micro-letter to sell fruit cattle monthly profit of 40,000, after a micro-letter sales of the 50,000, the Internet is often the voice of these voices are enviable, but these cases is also a successful marketing case, but it is only some personal business experience, can not be applied to the brand of micro-credit marketing. The micro-credit public platform has been open for less than a year fast consumer goods industry for how to use micro-letter basic still in exploration, even in micro-blogging, often make astounding such as "Sorry Body", "Shout Body" Gado also did not have a micro-letter on the performance. So fast consumer product brand how to do micro-credit marketing it?

Chat with micro-credit marketing

When it comes to the micro-credit marketing of FMCG, it's still not around Durex (don't tell me Durex is not a quick product, how many boxes do you use in one months?) ), its pioneering in the lake of the chat-type marketing has won a very high status of the lake.

As we all know, the micro-credit public platform also has media attributes, but it is still completely different from Weibo, and Weibo, compared with its precision, privacy and interaction is stronger. It is based on this that, at the outset, many micro-credit users are holding a one-to-one chat with the brand to listen to the public account of the brand, but most of the user focus on the brand and try to chat with them, found that the other side is not like a micro-letter friends, but more like a machine So in the micro-letter this private space to interact with the original is a brand can be added to the matter, and finally because of the experience of the poor instead became a matter of minus points. It is believed that users who have had this kind of bad experience must be extremely disappointed with the brand micro-letter.

The so-called where there is demand, where there is service, since most of the brand micro-letter can not be in communication with the user to bring a good experience, Durex stood up to fill this blank. In order to solve this problem, Durex set up 8 people to chat with the group, and the user to carry out a real dialogue, dialogue has continued to continue the micro-blog humor, pun style, so that users of its "sexually interesting."

Also is the FMCG brand, fluttering in the micro-credit marketing has also gone this way, but it also made improvements in this regard.

Fluttering in the micro-letter to "small float" claiming that, attention to rejoice, users will find that "small float" not only can accompany chat, singing (this is a bit like the nature of the Starbucks album Playback Service), Star Transport guide, etc. is also proficient in everything. can have a person to accompany you to chat, sing to you, share the horoscope with you, such humanized brand may no one would like it!

Chat-style brand micro-letter to meet the needs of many users want private chat, so popular, but the challenges of this approach is also relatively large, when the brand listeners reach a certain number of levels, the need for more full-time chat staff to maintain, when the lack of personnel, it is likely to affect the listener's experience, So when the listener reaches a certain number, how the brand should improve the model, it needs further consideration.

Promotional micro-Credit marketing

Fast consumer goods only quickly do not break, what kind of marketing if can play a direct role in sales, it reached the biggest goal of marketing. As a well-known brand in China, Starbucks in China has a very large customer base, many people concerned about Starbucks, is hoping to receive Starbucks coupons or preferential information.

Starbucks's micro-credit account is attached to the task of brand communication, but its larger purpose is to meet customers want to receive preferential demand. Starbucks ' offers are not blunt, but socially marketed: beautifully designed posters, combined with current events, and caring-like copywriting make their promotional messages look less blunt.

Starbucks's micro-letter content is mainly aimed at its users, and its promotional information to meet the user's most direct demand for concessions, so its content push does not make most listeners disgusted. And Starbucks with the adjustment of the promotional information will not only attract more attention, promote sales, but also to some extent completed the task of brand communication.

Customer service micro-credit marketing

Every brand before entering the micro-trust public platform, all need to clear their own positioning, need to think about their own micro-trust public platform is what to do. Many brands swarm into the micro-credit public platform, but come in and find that they don't know what to do, so they can only do a little business with the whole chicken soup, just like running Weibo, which is almost worthless to most listeners.

Mengniu This brand because of its many product problems, perennial Word-of-mouth has been criticized. Mengniu new president took office last year, and in the near future released "only for a bit of happiness" of the new slogan, and then the packaging is also a comprehensive innovation, to bring consumers "new Mengniu" impression.

On the social media side, Mengniu is also trying to be a brand new image. Mengniu Micro-letter public account in May on the line, its micro-letter account Although the name is "Mengniu Dairy", but from the content, in fact, it is the positioning of micro-letter customer service, the main significance is to communicate with consumers, to answer some of the customer's questions.

Care about Mengniu Dairy micro-letter, you can see that there are three pieces of content: Dialogue memo, focus on questions and milk June said. These three pieces of content played a role in the spread of the brand, it is noteworthy that the point open dialogue in the history of the remaining problems, you can understand the past product problems Mengniu, the initiative to face the past problems, this is still relatively rare.

But the main work of Mengniu is still on the customer service, May 21, Mengniu in Weibo launched "Your doubt, my responsibility" activities, the initiative to invite netizens to ask questions on the micro-letter, after the New Weixing will set the tone customer service micro-letter.

At present, New Weixing fans have more than 2000, Meng New Weixing every day will manually reply more than hundreds of problems, with the increase of listening users, this number is bound to become more and more, based on customer service is the concept of brand, which is both a challenge and opportunity for Mengniu.

The advantages of the brand micro-letter guest clothing Two, one is not harassment, forced to receive information is most of the micro-trust users tired, and Mengniu brand through positioning micro-letter customer service so that listeners in need of information will receive information, a good solution to this problem. Second, can solve the product problem in the enclosed space, on this point many consumers may have encountered a problem with the product but complained that there is no door to the situation, with this channel, consumers have a more complaints to reflect the way, and timely customer service processing also conducive to enterprises in the source to prevent enterprise crisis. Imagine one day, Mengniu all of the outer packaging has a micro-letter two-dimensional code, and consumers buy the product after the problem, you can directly scan then and Mengniu reflect the problem.

Direct dialogue with consumers is one of the important meaning of brand, in the brand marketing level, customer service and performance to a certain extent also represents the brand, with customer service to enhance trust, and then highlight the brand image, this is the customer service micro-letter brand marketing way.

How to do the micro-trust public platform for FMCG brand

If the promotion of marketing is to meet the customer's most direct demand for concessions, with chat micro-letter marketing is to meet the needs of the listener communication, customer service micro-credit marketing is to meet the needs of users want to solve the problem. Different brands face different users need to have different micro-credit marketing strategy, but the author believes that the following points are most brands can learn from.

1. Positioning.

Different brands of micro-letters need to be based on their own needs for different positioning, where the positioning includes two aspects, the first is based on their own positioning, you are to do brand, product or customer service? Their positioning is different, the content is not the same, followed by the location of the listener, your listener should be your hardcore users, ordinary consumers or distributors, its content is not the same. New Weixing's own positioning for customer service micro-letter, and the listener positioning for consumers, this positioning so that Mengniu focus on answering the listener's questions, solve the listener problems.

2. No harassment.

For most micro-credit users, the most objectionable thing is that the public account sends a high frequency of content that is not of interest. How to do without harassment, for most brands is a problem, push less, do not play the role of transmission, pushed more, may cause listeners tired of canceling attention. But on the relatively private platform of micro-trust, the content of the brand Weibo should be done ningquewulan, to simplify. If the brand micro-letter positioning for customer service, that should be as little as possible content, the main focus on interaction and communication, if positioning for the product, it is necessary to select the appropriate content, and choose the right object to push, for the positioning for the brand spread of the micro-letter, the content of a week to push not more than 3 times.

3.CRM customer management.

The background of micro-credit public account can be all the listeners grouped management, brand micro-letter must not ignore this function. In general, brand micro-letters can build up to six categories of listeners, including consumers, active users, industry professionals, media journalists, corporate employees and dealer partners; Product Micro-letters can build three categories of listeners, including potential users, heavy fans and members. After the formation of the good, and then push content can be divided into a range of push. For example, if you push the internal news, you can push to the enterprise employees, if the push to the enterprise statement, can be pushed to the media, industry, if push promotional information, can be pushed to consumers and so on. This allows the right amount to avoid pushing unwanted content to the user's condition.

4. Double micro-integration.

Micro-credit and micro-Bo is a different two products, the general brand has both official micro-blog and official micro-letter, how to better the two division of work, enterprises need to consider the issue.

In the Division of labor, Millet and Mengniu are the use of micro-bo to do the dissemination of micro-letter to serve the strategy, based on micro-Bo and micro-letter properties of the different, most brands can adopt this strategy. In terms of cooperation, enterprises need to get through two platforms, the first is the content of the open, in this respect Mengniu's "your doubt, my responsibility" then realize the double micro interoperability, Mengniu's "Your doubt, my responsibility" posted in micro-blog and spread in micro-bo, and then will have questions to introduce micro-letter, Of course, a better way is to spread the micro-letter focus question and answer, the interesting dialogue and so on to the micro-blog two times. Next is the fan to get through, the micro-blog fans can also be converted into micro-letter fans, once the fan conversion success, he is likely to actively put the content on the micro-letter to spread on Weibo. For example, many Durex Swizing followers often put some interesting dialogues on Weibo, magnifying Durex micro-letter exposure, while attracting more people to pay attention to Durex micro-letter.

It said that FMCG brand micro-credit marketing three kinds of models, a kind of chat-type, a promotional type, a customer service type, of course, FMCG brand micro-credit marketing must not only be limited to these two modes, but no matter what mode, are in the above said positioning, without harassment, CRM customer management and dual micro integration of the four points of the foundation to do, It is possible to do these four points to innovate the micro-credit marketing model.

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The author of this article: @ Seek space

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