A new attempt to popularize the store of Neumatt Zhengzhou

Big business Neumatt Zhengzhou Head office, is a big business group in the Central Plains region, the first flagship store, Zhengzhou, the first high-end boutique department stores, integrated shopping, catering, entertainment, leisure, fitness and other commercial patterns, a one-stop consumer experience venues. In the three anniversary of the arrival of the store, launched a vigorous in-depth marketing. The so-called deep marketing, is the big business Neumatt Zhengzhou Head office in a certain period of time, the whole market select a strong brand, in a specific time period, all focus on this brand, so that all consumers immediately understand and recognize the brand. During the event, shopping malls to provide all forms of publicity, television, radio, shopping malls DM, SMS and so on, to push the brand activities. It is said that this event won Zhongyuan commercial applause.

With deep marketing and three anniversary celebration is a variety of promotional means. Regular has: one-page distribution, DM direct mail, SMS sent, local newspaper media delivery (Zhengzhou daily, Dahe newspaper, Henan Business newspaper, etc.), regional radio (FM88.1, 90, 91.2 and other provinces in the main broadcast), Zhengzhou TV advertising and so on. But this time, big business Neumatt Zhengzhou Head Office also adopted a new kind of network marketing way--Baidu Net Alliance promotes.

According to the data of the 28th China Internet Development Statistics report released by CNNIC, the total number of Chinese Internet users reached 485 million by the end of June 2011, and the net penetration rate was 36.2%. Internet users on average 18.7 hours a week when the Network Age distribution center continues to shift to the elderly, in addition to 20-29-year-old Internet users continue to increase the proportion of people over 50 years of age, the number of Internet users increased more prominent, the overall ratio climbed to 7.2%, the main consumer population of the proportion of Internet gradually increased

Such a huge consumer activity on the Internet, that what kind of way can affect them, and constantly convey the big business Neumatt Zhengzhou Head Office Shanda event information? Baidu Network Alliance to promote the launch into an efficient and cost-effective way. According to the activity arrangement of the shopping mall, the promotion of the Net Alliance is divided into two stages:

The first stage: Network Alliance to help store famous deep marketing--underwear brand "maniform" deep marketing

Maniform in the country has more than 1800 proprietary counters, 120 proprietary stores, as well as 2,500 joined customers, the brand has six consecutive years was rated as "the same product market comprehensive share of the first", so in the hearts of the female consumer recognition is higher. Maniform "Energy Woman" as the theme of publicity and promotion. In this depth of marketing, to create 9.6 million of the single brand marketing legend.
Launch period: September 2011 17---September 23, 2011
Launch area: Henan
Launch strategy: Site orientation + crowd orientation
Website orientation, locked music film and television, women's fashion, transportation and tourism, such as young people and the main consumer relatively concentrated industry sites. Crowd-oriented choice of "bra, sexy underwear, bra, underwear brand, Neumatt" and some other keywords.
Creative: text, fixed pictures, graphics and text mixed row, suspension, SMD, all kinds of display form of the full size of the whole.
Because the depth of marketing is a joint maniform and other major brands, so in the creative design, flash first frame highlight the new Matt and Maniform joint, the second frame screen is selected Maniform 2011 autumn and winter underwear trends Conference theme picture-Energy woman. Elegant model screen with strong visual impact.
Promotion effect: 5000 yuan about the cost of investment, get 4.48 million times show, 6,500 clicks. The average cost is only 1.1 yuan, and newspapers, radio, television and so on dozens of yuan hundreds of thousands of times to show the cost compared to extremely cost-effective.

The second stage: Network Alliance to help three anniversary of the whole shop promotion activities-two large stores for the promotion of positions

Launch time: October 2011 21---October 30, 2011
Launch area: Henan
Launch strategy: Site orientation + crowd orientation
        site orientation, lock music film and television, Women's fashion, transportation and tourism, such as young people and the main consumer groups relatively concentrated industry sites. Crowd-oriented choice of "Samsung, Lenovo, Haier, big business Neumatt, Philips, Gree, Daphne, Panasonic, Li Ning," and some key words, the choice of key words from the shopping malls operating various brands.
Creative: text, fixed pictures, suspension, patches, all kinds of presentation of the full size of the full. Creative design to take into account the head office and the stadium branch "double venue" promotional program, using Flash         Three screen screen, the first screen highlighting the new brand and three anniversary of the theme of the celebration, the 23rd screen in the large power of the purchase and draw promotional activities on the switch. Black background, and big business Neumatt style of the web to maintain consistent, noble mystery.
Promotion Effect: 40000 yuan input, obtains 30.6 million times to show, 40,000 hits. Thousands of show cost 1.3 yuan, realize small investment big influence.
       big Business Neumatt Zhengzhou head office three anniversary of the "Qing Chao" to a new sales figures---October 30 a day of sales of 130 million yuan to complete the full period. Throughout the marketing campaign, in addition to shopping malls and major brands to let promotions, promotional means such as newspapers, radio, television, DM, text messages, posters and so on is also a comprehensive application to the extreme, it does show that in addition to big business Neumatt in Central Plains business in the king status.

Baidu Network Alliance to promote just one of the information dissemination, attract attention and soliciting to shop way, tens of thousands of yuan in the cost of investment in the entire marketing investment accounted for a small, but compared with other marketing methods, there are many advantages to be mentioned.
(1) Looking for more accurate: traditional media to lock the masses, lack of objectives. and the Network Alliance promotion can find the most consumer potential on the Internet target crowd, especially the crowd orientation function, more can lock search the brand and shopping malls promotional information netizens. In the big business Neumatt plan, the crowd orientation has played a very big role, obtained the 1300多万次 to show, 11,000 many clicks.
(2) Cost more province: Compared with the current mainstream media, the same impact of 1000 people, in the Network Alliance to promote the cost of only one of the other media dozens of. Big business Neumatt Two rounds of promotion, before and after 17 days of time, spend only tens of thousands of yuan, equivalent to a period of report advertising.
(3) The effect is completely transparent to evaluate: compared with traditional media, the Net Alliance promotes systematic data to speak. Display, click, transform and other data to help the market to evaluate the effect, but also to optimize the effect.
(4) Quick Launch, can be regulated: the traditional way of printing, copy writing, recording, filming these links in the Network Alliance to promote all omitted, as long as the opening of the Network Alliance to promote, write a simple text description or pictures, you can start to launch, without a long time to prepare. The schedule can set itself, want to vote on the vote, want to suspend the suspension.

Baidu Network Alliance is a widely applicable to a wide range of industries to promote the way, this time in the department store industry success to help store marketing, is the Network Alliance to promote small investment, the big impact of the evidence.