A successful replication of millet vermicelli marketing case of cock silk

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Recently, the most cerebral remnants of the fan economic case is Du Haitao kneeling, Kangzhirong fan Du Haitao, not only excited incoherent, begged and idol group photo, for its award when also kneeling on one knee, Kangzhirong for sweating the Du Haitao sweat. Both sides fans are playing attack and defense war, do not be surprised, fans of the economy is the brain residual economy, brain residual economy is entertainment economy.

In the micro-innovation CEO Camp, many students ask the most is how to copy the Millet Vermicelli marketing. Recently saw a dick Silk case: Bomb man Erguotou. A clear-cut say to learn millet vermicelli marketing, not to say like, the way is still very grounded gas.

1. Engage in activities. Drink and spit the truth! Let's share the experience of having a drink and truth. This topic is very good, every often drink people, certainly had this experience, is very consistent with the characteristics of this group, and very material, these mantra, must be a person in the heart for a long time things, when the passage of time, many years later, think of that story, can not be filled with emotion?

2. Social recruitment. They first on all social platforms, a wide range of announcements of activity, micro-blog, paste, community, watercress, micro-letter ... All can think of, have the city activity of place, all publish out. But from the result, the effect of micro Bo and watercress is most obvious.

3. Sense of participation. A part of the scene is a drum bomb, the drums in Who hands, or fried one (drink a bottle), or perform a program, a fan performance of a very professional magic, the scene is a good, this is why the watercress such a place why is the best place to recruit fans, they have a little talent. There is also the scene of wine, to see who fried more, the atmosphere is very strong.

=========== to reproduce the dividing line of millet ============

Source: Flirt Electric Dealer Author: Feng Huaqui

You've heard a lot about the marketing of millet vermicelli, but have you really seen a successful copy of the Enterprise? Because you don't know the details, you don't know how to get started, but, I know!

This is not, yesterday saw "sales and market" former colleagues Ding classmate, she in two weeks to help bomb Erguotou made a powder engineering, the skill of the brilliant, the scene of the sensation, the success of the effect, stunned me this is at least well-informed guy. I will not be as stingy as Lei, refused to disclose actual combat details, I want to restore the whole case process, methods and details!

Do you know anything about fan marketing?

Many people say that traditional companies are simply not suitable for fan marketing. Who said that you wouldn't.

The bomb Erguotou is the traditional liquor enterprise, the boss very admires Millet's vermicelli marketing, yearn, but with most infatuated millet vermicelli marketing person like, is does not know how implements (Millet also really is naughty, never announces oneself to make the powder movement the detail, makes the everybody to now all learns not). Even more troubling is that he doesn't even know what his fans look like. However, the bomb Erguotou's consumption base is very good, especially Hunan is the key market, in the catering Ultra terminal can be seen.

This kind of traditional enterprise, too much, also too normal, everyone in their own carefully crafted brochure, the bright podium, claiming that customers are their fundamental, to users as the center, but we have not seen their "fundamental", also do not know their "center" in the mind what. This state of the brand, how to do the powder-making project?

Like some so-called social marketing companies, microblogging, forwarding, planning lottery, to send the ipad, this is called fan marketing? Does it make sense to sell? Does it make sense to the brand?

The zombie powder on Weibo has long been strong enough to be more active than a real person, to have a head portrait, or a beauty portrait; To forward forwarding, forwarding and commenting; to be active and active, send a more than 10 a day.

So, just do online fan marketing, now there is no sense, must do direct face-to-face activities. A friend who has not met is never cordial; a fan who has not met, is not a real fan. He is not willing to comment on you, powder your feelings, how deep?

Meet, only call kiss;

Millet Vermicelli Marketing, is not a city activities with the more popular? The most important thing is, after the meeting, there are always unexpected stories.

Right, bomb Erguotou to do a forum in Changsha, can take this opportunity to engage in a Changsha consumer meeting? Find 60 fans and have a little party. This task fell to my old colleague Ding classmate shoulder, the next two weeks, she and her team, on the day and night to move up.

Looking for a bomber, how to detonate a recruiting fan.

In order to have a loud name, they gave the brand fans a name, called the Bomb Man. People who drink this wine, also have a tradition, drink a bottle, is called fried one, this slogan and terminology, is the gene of the powder-making project.

But the most realistic question is: Who's going to pull 60 people over? Where do we find 60 people? What kind of person is suitable to attend?

To a local branch or distributor? Hard to give them? No, they just give you a bunch of big uncle, what is the significance of this activity?

Fans have to find their own. Where can I find them? They don't even have an acquaintance in Changsha!

So, the process of recruiting fans, at the beginning, is the hardest.

No good way, a little groping it, walked a lot of detours.

They first on all social platforms, a wide range of announcements of activity, micro-blog, paste, community, watercress, micro-letter ... All can think of, have the city activity of place, all publish out.

But from the result, the effect of micro Bo and watercress is most obvious. I summed up the details of the execution:

First, Weibo.

1. Official micro-blog copy like figure one, if they find someone, too tired, they arranged to recommend the bomb around the person, and give rewards, this effect is good.

2. Accurate search and bomb Erguotou related to the micro-Bob Master, invited to attend. This process is more bitter X, because many other urban areas of Hunan people, will indicate that they are Changsha, people in the field or even overseas people Changsha, will also say that they are Changsha, however, this link also has a certain effect.

3. At the same time, the launch of small partner power Precision letters Changsha local fan leaders, large, media, etc., and in micro bar, stick nets spread activity information.

4. Guide interaction. To a certain time to fry a topic, let everyone recall, the first time to drink this wine. Can arouse the topic of recollection, often the interaction frequency is high.

Bombs with what to drink, but also an interaction, the wine is high, usually with juice, Sprite, netizens also developed with coffee, with pomegranate juice.

Second, watercress.

Watercress in the same city activities are well-known, are some small talent and very like to party, this is the event most want to find fans, this part is very important, I will be in the final "detonated activity" part of the story.

Do not know if they are not gone dog excrement, they this city activities in the watercress hanging out a few days, was the watercress pushed to Changsha activity home page, exposure soared.

What's more, the campaign was watched by Hunan People's radio and was free to telephone them and advertised activities at the peak hours of the traffic broadcast. A lot of people signed up after the event started.

Third, the other.

Fans really silly ah, incredibly spontaneous help them to promote. Changsha Mo Mo Platform has the fan to release the activity information spontaneously, has 116 people to participate without the promotion.

Attention, the point!

So many people to sign up, you can not just leave a mailbox phone, and then start the text message before the notice, it will be a waste of the hard-won accumulation of fans.

In order to strengthen cohesion, all enrolled in the people, will be pulled into a QQ group, called "Bomb Erguotou Changsha", in order to share a hobby and people together, like a long time did not meet relatives, especially can chat, the atmosphere within the group is getting better. Unexpectedly, this group, has played a big role! The next part of the meeting will be mentioned.

And the vigorous search for fans finally succeeded in "starting from scratch" to find fans and "from line to line" of the new fan interaction model.

Finally, more than 80 people have been accumulated, exceeding the target of 60 people. But the overall recruitment process has brought about more than 60,000 people.

But read here, you will feel very strange, a person's activities, can be so hot? Although the copywriting is very appealing, but not so hot?

In fact, they are not just looking for someone, but also planned another interactive topic, and this topic, is the soul of this event: Drink spit truth.

How to get into Weibo hot Topic

If there is no topic, invite fans to come to attend a meeting, too blunt, why AH? Take a prize, sing a song, get a gift and go?

It doesn't make any sense!

They thought of a theme: drink and spit the truth! Let's share the experience of having a drink and a truth.

This topic is very good, every often drink people, certainly had this experience, is very consistent with the characteristics of this group, and very material, these mantra, must be a person in the heart for a long time things, when the passage of time, many years later, think of that story, can not be filled with emotion?

They first let the QQ group fans, each person writes a drink to spit the truth the Micro-blog, then each launches each QQ on each group and the relatives and friends, forwards own micro-blog, until the same city will begin the time point, obtains the forwarding number highest, may obtain the first prize, other may receive two or three prize.

This move, and the fan's personal behavior, radiation to his relationship chain, the impact of a sudden ascension. This QQ group, later there are more than 80 people, everyone launched their own fans, friends, colleagues and so on, a local activities held in Changsha, influence has long surpassed Changsha.

It is said that on-site fans in order to canvass some people say forward 200 topless, there are also promises snacks gift package, there are people even kindergarten students are informed.

To help, they invited the Queen to participate. (Although this trick is very useful, but still despise ding classmate, how can you seduce fans with beauty?)

They are not at ease, and asked for two large to help forward, bringing more than 2000 forward comments.

Official micro also robbed the topic moderator (Moderator, you understand, that is, can unbridled bloody cruel constantly inserted into the brand of advertising), this topic to guide the role of the self-evident.

Later, the event was discussed in more than 13000 people in a week, and three of the core fans of the bomb were pushed into a popular microblog! Finally, on the night of 21st, I succeeded in sprinting the hot topic of Weibo on the evening.

Artificially create microblogging hot topic, is a technical live, they find someone's stage, is a reserve period, QQ Group of core fans, is the engine, then the Queen, large and so on, is a wave of momentum, a series of action finally hit the popular microblog.

Detonated the scene of the event

Site is the focus, if the scene is desolate, fans meet will even screw up, we also know that Millet fans with the city, and other brands have done the same city, but what the city will do? How to mobilize the atmosphere?

These are actually some rules to follow, I will not explain the details of the activities, only pick the bright spot:

The first is the atmosphere, they do some inflammatory posters, some of the jingle in Changsha dialect, do this kind of live activities, posters are the most inflammatory.

At the event site, the atmosphere is the most enthusiastic that everyone read their wine to spit the truth, which is the most resonate, are the things around, like telling jokes, and, on stage, people will introduce themselves in the group name, everyone in the group cooked, but not on the number, now a meet, on the number, and even more booing. Build core fan QQ group function and play.

Another link is a drum bomb, the drums in Who hands, or fried one (drink a bottle), or perform a program, a fan performance of a very professional magic, the scene is a good, this is why the watercress such a place why is the best place to recruit fans, they have a little talent.

There is also the scene of wine, to see who fried more, the atmosphere is very strong. Instead they invite the band, let fans complain about the atmosphere is not harmonious, this helps the literary youth, or like cock silk sex entertainment.

To bring the fans together is a level, forming a fan culture is another level, the so-called sense of participation, in fact, is to dig out the interests of fans, what they like, what they are concerned about? find their high point, can mobilize everyone's enthusiasm, do fan activities, the most taboo is that you push something, This can cause resentment.

The whole event, step by step, recruit fans, set up a core fan group, the group inside the launch of everyone write drink spit truth, become the topic of marketing, competition forwarding, triggering word-of-mouth spread, activity site is to recruit fans and topic marketing release opportunities, inter-related, activity is the next round of Word-of-mouth, this is a very successful powder-making movement, Although only try, but the method and essentials of powder-making movement, can be summed up.

The value of the fans is immeasurable, you do not know what the fans behind the ability or energy, their talent, write the jokes, can bring more than 500 natural forwarding, this is not to use them, but to give a stage to release them, give all fans a chance to make friends, When you make this activity a fan of the platform, you will be more and more valuable.

Fans will be interested in the site to send to micro-blog or friends, which brings the opportunity to expose the brand, here, I suddenly think of friends as a small channel of great value, many people rely on friends Circle month to earn ten thousand or twenty thousand.

Ding classmate is now a conspiracy to recruit 10,000 powder for a power project, so that the real reproduction of millet vermicelli marketing large-scale case, there are templates.