A marketing plan to subvert the charm of the Millet tribe

What makes a startup less than 3 years old to have a 10 billion dollar valuation? Millet's unique marketing plan is accompanied by its growing valuations, once was a hot hold of the study and once encountered a sensation of doubt, and now in the Millet product line coverage is more extensive, has become a domestic mobile phone brand in a wonderful millet technology, but also in the past marketing plan to make improvements. Recently, the name of the Millet marketing mentor "charm clan Zang" High-profile comeback, so many people to the former and Lei together to exchange high-end marketing plan, become the media headlines, much attention. Whether the charm has been a disruptive marketing program in recent times has become a matter of great concern to many people.

Small modest once also wrote an article called "Millet Flash purchase mode will be improved, but will not be abandoned?" "The article, that the Millet Flash purchase marketing model has been questioned by the industry for granted, but Millet's flash purchase marketing has not come to an end. Millet needs to be in the existing flash mode to carry out a certain degree of detail optimization, so as to better solve the marketing effect of increasing the speed of the problem. Now in people's attention to the development of domestic mobile phones has become a lot of cases, small modest wrote a not professional marketing plan, hope for the millet and the charm of the new marketing plan to help, but also to Huawei mobile phones, green Orange mobile phones, ZTE mobile phones, cool send mobile phones, etc. have begun to take shape the domestic mobile phone brands, A chase to subvert the enlightenment of millet and the Charm clan.

Plan inspiration

Quick Taxi and tick-tock taxi application War, it is a major event of social concern in the previous period, and the subsidy policy, which is a huge subsidy, has also made many people who are not very aware of the positive and negative effects of this subsidy policy, thinking that the operating investors behind these two products are simply A group of people accounted for the cheap also applauded Hothead, have released a message called their friends and relatives to take advantage.

"Don't money even make money taxi opportunity", two big taxi application to "fool" identity by countless users in the country. But who in the world is taking advantage of it? Taking advantage of each other. Although the final quick taxi and tick-tock taxi all have already reduced the subsidy policy subsidy amount to 5 yuan, but puts in the hundreds of millions of expense right when the advertisement expense also calculates a good deal. This business, not only for the operator's fast and tick-tock has been a lot of brand exposure opportunities, also to the investors behind Tencent and Ali to further expand the mobile payment users of the scale, for the two sides to the mobile payment tool for the core of the global Mobile strategy of the competition has laid a very solid foundation.

This is a marketing plan that has mobilized the people of the country and should not be practiced successfully in a taxi application field. If there is a product that subverts an industry that must experience subversive experiences, subversion of a product requires only a general user experience and a disruptive marketing plan. The Taxi application field of marketing, is my imagination to subvert the millet and the charm of the family's marketing plan inspiration source.

Plan to implement core city and core population

The 234-line city is the core, the first-tier cities are the auxiliary, the students and 90 large factory employees as the core.

Reason: Most of the year, people living in Beijing, Shanghai, a first-line city, although the ability to accept new things than Changsha and other second-tier cities, overall personal economic ability than Changsha and other second-tier cities strong. But they are already familiar with the brands of Millet, Samsung and Apple, and little modesty thinks that avoiding its sharpness and implementing plans to surround the city with the countryside can take the "first time" of many three or four-line city users and become their most trusted smartphone brand.

In this process, because the second-tier cities in the first-line cities and three or four lines of the city's demarcation point, in our attention to force grid balance, and ultimately to exert a first-tier city of the situation, the early preparation of adequate preparations for this is necessary. In China, a large number of second-tier cities and universities, is the case of the provincial capital city, they in the home after the well-informed "college students", the development of a good city staff identity, can help mobile phone companies in the three or four-line city to carry out marketing words, better completion of mobile phones in the three or four-line city brand building KPI.

Why is it, rather than because of marriage and family and children and lead to life pressure, may be more love through the normal channel to take advantage of the cheap? And the reason why the first-tier cities are not at the heart of the plan is the same as: many of them know that Apple, Samsung, have even been bought, and the students are currently in the job, most of them in college high school, regardless of whether they have started to use the Apple Samsung Millet , our mobile phones that are involved in marketing programs are trying to be the first few phones that the group will not rely on at home, not get the first time also to the second third effort, must take advantage of them have just and social formal face-to-face situation, become a in their minds and the millet charm of those brands a certain status brand impression. And a lot of the number of people, in itself is a good communication marketing crowd.

Plan Details:

The activities of the operation team in accordance with the actual situation of the team, step-by-step in the country 234 city implementation plan.

The plan is to preheat the organization, participate in activities, and maximize the recovery of resources.

Preheating Organization: Operation team in college after school, the factory evening work hours in student apartments, factory exports, factory dormitories to the ring form of publicity activities, with the large turntable and other on-site activities to participate in the activities of a batch of information, the site issued a number of appropriate brand mobile phone prizes, and issued with mobile phone brand two-dimensional code information signed form to apply for the "activities of the promotion staff."

Note: The activity organization personnel any person by the student card or the ID card, fills in the micro-letter, QQ and so on the detailed information may apply, the quota limits one area 50 to 500 people according to the specific situation. The group of activists holding a signed form with the official Twitter account with the handset brand invite more than 30 students on campus to sign autographs, or even invite them to pay attention to the brand micro-credit public number, to get a mobile phone brand manufacturer sponsored by a smartphone. The more the number of signatures, the more opportunities to win prizes, and more than 100 signatures of the user repeat rate is maintained at 20% can directly access the phone. This link on the activities of the operating team in the audit repeat rate when only to do, first of all, a repeat rate audit mechanism is expected to apply for the activities of the promotion staff can be more practical participation activities.

Although there is a possibility of duplication of signatures, the modest proposal does not have to be too large to prevent them from repeating their signatures so that the activity can spread better on campus. On the other hand, candidates for the activities of the organization of the students as well as the factory staff, not everyone has, can be in a certain proportion of the distribution of mobile phones, recommended around 75%.

Activity participation: In addition to these activities the Promoter has a great opportunity to get outside the phone, attention to the mobile phone brand public accounts, because most of the situation also signed to know the existence of activities and mobile phone brands, in the micro-letter reply to the activities of the operation team official prepared a reply to participate in micro-letter large turntable lottery.

In the micro-letter red envelopes fiery to the Spring Festival, micro-letter large turntable function is also used by many people. In this activity, the operations team not only issued the main prizes of the brand mobile phones, but also distributed the accessories of mobile phones and prizes of traditional activities to improve the user's activity. Large turntable lottery results published in the micro-letter public, by the official team activity commissioner in a local area of a certain time directly issued gifts, all over the country's activities in the micro-trust to share the public update, the unified use of the same micro-letter public number.

Resources to maximize recovery: Millet marketing, the fans of the economy is its great characteristics, and it is said that this forum fan economic ideas, lei the beginning is also from the Zang learned from the charm. In our marketing plan, candidates for the activities of the promotion of people, is our first need to maintain and maintain the brand loyal users, because they are no matter what purpose to participate in the promotion of activities, most of them can get free cell phone, they will use the phone for a long time, has been our mobile phone users. Because of the activities of free mobile phones can also because of his accidental participation, for the mobile phone brand further spread, we need to establish a good relationship with them, so that they can better spread our brand for a long time.

In addition to their participation in the micro-credit turntable at that time, we also need to maintain the long-term operation through the micro-credit public number, and build community groups to help the brand to achieve the unified process of fans. These two groups of users are our activities to obtain the user data scores, their QQ number, micro-letter number also because it was recorded in the database, the ultimate realization of the activities of the resources to maximize recovery.

Planning activities Input

including mobile phone product cost, activity accessories cost, human transportation cost, prop lease cost, media transmission cost, small modest estimates the overall budget at least 15 million yuan to be able to fully implement, and plan full investment also feel unfavorable more than 50 million yuan. Specific investment needs specific implementation of corporate activities, this aspect of small modesty is not to use a complete marketing plan case to share, so only the initial share of the approximate.

Plan Summary

It's a brand communication program that needs courage, and a plan that ordinary handset makers can't afford to play with. On the one hand, the implementation of the plan requires that mobile phone manufacturers have such a fund to invest in the plan, and on the other hand, they need to get the user experience at least the market average level of mobile products, otherwise it will only be a self-smashing signs.

In accordance with the current situation, millet marketing under the well-known price; and micro-letter Zhangxiaolong in a basic senior product manager Zang behind the Phantom of the phone to the product experience as the name; ZTE Huawei, with its long term cooperation with operators, has created a group of low quality, but widely covered, mobile phones as a basis for development, has been pioneering new brands to try to avoid their past mobile phone brand to bring negative effects, cool faction as a Shanzhai fighter is also a reputation, the product can at least get on the table.

This batch of temporary play marketing no millet has advantages, play experience without the advantages of the family of well-known domestic mobile phone brands have been in line with the small modesty of the product requirements of the marketing plan, and the funds should also be no problem. So if they can really invite their in-house or outside professional brand staff, optimize the small modesty of this plan, and then implement a national area plan. Then in the beginning of the 234-line city surrounded by a first-tier city, but also with the flash mode of millet, but in the flash purchase also make more experience optimization, small modest think there is a chance to chase the millet and the Charm clan.

For example, open 200,000 phone purchases at 12 o ' Day. The first, 10,000th, No. 20000, No. 200000 users will be free, and each of the users who successfully grabbed the order, there is a you are xxx to buy XX mobile phone users, to a greater extent to achieve the transparency of the purchase plan. If you want to be more interesting, take today is No. 2.17, for example, since 12 open registration after the purchase of the No. 217 per minute user, will receive half-price to buy mobile phone products eligibility, 10 minutes 10 No. 217 Purchase users, will enter the big turntable draw, out of 5 to get a mobile phone.

The enchantment needs a strong influence plan after they received large-scale investment, the realization of the brand leap, and the current marketing model millet needs to improve, but also need to have a surprise improvement point, sincerely hope that my plan for the entire domestic mobile phone industry anyway to bring some help.

The above plan is purely small modest fabrications, but enjoy copyright. Small modest welcome you infringement of copyright to adapt to use, but I hope that if you want to infringe my copyright, you can tell me, let me and you learn to share. Note: This plan inspiration from the Battle of the taxi application, small modest in Changsha use fast and tick a taxi have had a very bad experience, so need to remind you to pay more attention to the activities of the experience after the participation is very important.