Accumulate hardcore fans, successfully shape brand marketing image

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Now the Internet industry is emphasizing the fans of the economy, the fan economy is really a very worthy of learning marketing, but many enterprises and individuals do not know how to accumulate hardcore fans, the author of this article from the corporate brand-building aspects to talk about how to accumulate hardcore fans!

The image of the brand needs performing

Case 1: Let's take a look at a photo of Ma Yun, a big one, and it's hard to believe that this is how Daniel is dressed, the occasional "performance" will make the brand more acceptable, spoof their entertainment, also pulled into the distance between Jack Ma and fans.

Case 2: Take a look at the New Year air conditioner first brand Gree air conditioner chairman Mingzhu A picture, this is her for gree advertising endorsement of a screenshot, before this is well-known actor Jackie Chan endorsement. Now Mingzhu himself the endorsement of Gree, for the brand image to build very helpful.

Case 3: Chen Au This name everyone should be very familiar with, the first to put forward for their own endorsement of the generation of entrepreneurs, a short time advertising quickly caught the hearts of young people, brought together a large number of fans.

Case four: Although Luo still has his hammer phone. The recent period of time, but there is no denying that, in the press conference, the old did a good job, emphasizing the "Craftsman spirit" captured the hearts of a large number of fans. Lao Luo said, "I am not to win or lose, I am serious", fans said "you are responsible for serious, we are responsible for your win!" Visible a regular performance of the Conference, the brand image of the establishment of a number of important.

Case five: Really do not want to take the example of millet, I have to use annoying, but no way, who let Millet do really very successful, many places are worth our study. We all know that the millet cell phone basically did not shoot what ads, but in the millet mobile phone just launched, Millet is released a micro-video, the actor is Lei and millet team--"150 grams of youth", have not seen the can go to see. The original millet mobile phone positioning of the user group is college students, and then the team returned to the university dormitory, although looked no longer young, but this micro-video is to tell fans, who have a memorable college youth memories! Let the fans feel very cordial, this for the formation of Millet brand image is undoubtedly a great help.

Second, the relationship between the brand needs to be maintained

Through a series of advertising, image promotion molding, will bring a large number of fan groups, but the attention you do not mean that fans, real fans are not so easy to build up. Li Vanchang once said a word "let staff become fans, let fans become employees!" I think that this sentence is very reasonable, and millet company employees are also later evolved from the fans, for the Millet brand has a fanatical feeling.

If the quality, millet mobile phone is definitely not the best mobile phone, but do marketing the best mobile phone. One of the key parts of the marketing chain is the maintenance of the fan relationship. Many enterprises just regard fans as users, but Millet is a fan as a resource, is a need for sustained maintenance of resources. vigorously enhance the participation of the fans, so that the fans determine the needs of millet system functions, timely acceptance and response to fan message.

I do not know if you have seen the forum of Millet and shopping mall evaluation, customer service personnel are or timely or cordial or witty reply, and even some fans buy an accessory just to see how the audience to respond to his evaluation! This hardcore fan is the key to the success of Millet mobile phone.

Let's take a look at the Millet fan maintenance system: Micro-bo, micro-letter, forum, QQ space! Millet Micro Bo main role is to pull new fans, micro-letter is mainly when the guest clothing to use, Forum release activity information as well as discuss the mobile phone system and function issues, QQ space is mainly to publish activities information!

Third, the brand's word-of-mouth needs to spread

Public praise of the power of everyone to see, the people say well not good, a person said also not good, when thousands of people said hello, then you are undoubtedly successful! What is the word of mouth? The author believes that Word-of-mouth is actually a service, whether pre-sales services or and after-sales service are intuitive and important, Are standards that users measure whether your corporate brand is trustworthy and disseminated.

Let's take a look at the picture above, which was taken when Luo hit the Siemens fridge, because the door of the Siemens fridge that Mr. Lo bought was not shut! To say that he is an influential figure, what was Siemens's reaction to the incident? Send PR personnel to handle it! This is not true in the service flow, I am very puzzled why not send customer service personnel or after-sale personnel to deal with it? But just skip this step and let PR people deal with it! In the attitude is not right, customer service staff to represent is to solve the problem, and PR people to mean to eliminate the negative impact! This approach is detrimental to corporate brand reputation!

To talk about Word-of-mouth spread, you have to say the bottom of the fishing, because the front said Word-of-mouth is a service, Word-of-mouth communication is actually the spread of services, and seabed fishing in the service to make the decision is second to none. I remember the author from the university did not graduate to know that the requirements of the seabed fishing is very high, and management is very strict.

For the seabed fishing in-store service here, here is the main talk about the seabed fishing on the Weibo on a complaint function. The official microblogging of the seabed will handle customer complaints across the country, doing a very good job, not only to solve the problem, but also to the customer care notes. Seabed fishing service is to take care of the customer as a family concern. Not only in reality, but also on the Internet. This is a great help to the spread of the brand!

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