Social Marketing's pull marketing gives consumers the means to come home

Article Description: The marketing of social marketing makes it a way for consumers to come to their own door.

The traditional marketing is very simple, decide on your target customers, then select the most optimized media mix and push the message to them, and marketers assume that as long as users see the messages I push, they will be affected, and the more times they see, the more the impact will be. Consumers on the other end can only be bombarded with information, and we also know that some people have been completely immune to such marketing messages, banner advertising is a very good example, the continued global decline in the number of ad clicks and purchase rate has given advertisers a considerable headache, such marketing practices in the MBA program is called "Push" the marketing (push Marketing), that is, the advertisers want to convey the message to the consumer forced to absorb, and I want to cite today's example is "pull" marketing, let consumers to the way of the door.

Jell-O Pudding face Smile Marketing

The American Kraft Jell-O Pudding brand has recently done a very interesting thing by trying to test and change the mood throughout the United States, to bring happiness to sad people, and to search for Twitter users smiling or sad emoticons on social networking sites: (If the smiling face is more sad, The face in the middle of the picture will be smiling, if a sad expression more than a smile, the picture in the middle of the face will be sad, what is really interesting is that if the sad expression too much too smiling expression too many, Jell-O will randomly start to give pudding to the recently issued a sad expression of the user, when the user clicks on the link, They will also encourage these users to make pudding-smiling emoticons on Twitter: and to count them in smiles to keep the nation in a cheerful mood.

A good thing travels thousands of miles

Imagine what it would be like when you received this pudding. Please note that you did not take the initiative to participate in such activities, but in unexpected circumstances to receive Jell-O condolences and gifts, you can not feel comfortable and impressive? Can you not associate this brand with the joyful mood? Can you not share this experience with your friends? The meaning of the brand is not the message that the brand itself pushes, it's the impression in the minds of consumers that this is why so many brands have failed to succeed in recent years, and the explosion of information has made it impossible for consumers to hold more of their own messages in their heads, and only the truly moving information will remain in their minds.

The best example in the United States is that Zappos,zappos, bought by Amazon, advertises itself as a service company and happens to sell shoes (a shoe-selling services firm), even under their brand logos. Powered by service, do not tell other people's example, when I was studying in the United States in order to go to Miami to play, had to them a always wanted to swim pants, originally transported need 3-5 days of time, but the students suddenly decided will be formed in advance, I had to write to Zappos to explain why I wanted them to send their bathing trunks to my dorm early. I received my bathing suit the day after I wrote the letter, and without any extra cost, it was surprising that he put a "Have a great trip" note in the box, And remind me in email that Miami's recent ultraviolet rays are strong, to be careful of sunscreen, although it is a rather small thing, but that one months or so time I have volunteered to tell the story of the students, such stories in their hearts left a brand impression, and converted into turnover.

Relevance and immediacy

What are the biggest features of social networking sites? The advantage of a platform like Twitter or Weibo is their relevance, and theoretically all of my concerns are not my friends or the people I'm interested in, and in this age of information explosion we don't spend any more time on messages that have nothing to do with us, so the first question is, How do brands make the marketing messages that they want to convey become part of consumer life? And not just a one-man monologue? Again, it is immediacy, and many people are no longer the source of the first-hand message, the newspaper TV, but Weibo, as long as the focus on the right objects, micro-BO spread faster than all the media, so the second issue of the brand is to be in addition to the brand information design and consumer-related, but also to design and consumer's current relevance, is really not easy, but Jell-O's marketing campaign fully conforms to these two characteristics, not only to find sad consumers, but also to provide condolences and gifts for their current mood, making full use of the two features of social networking, and becoming a successful and memorable marketing campaign.

The marketing of "pull"

Back to our theme, pull marketing must have the biggest feature is from the consumer's point of view to design brand information, the brand message must be able to plug into a consumer life link, in their most needed to create a strong impression, Zappos and Jell-O of the timely help is actually a good example, Consumers will not only remember after the impression, but also spread, if you make the story enough to force, consumers will continue to be delivered to their doorstep.