ASUS Computer: WIN8 Experience Marketing

After launching the developer preview, Consumer preview, Release preview and RTM version, in October 2012, Microsoft released the next generation of Windows 8 operating system, the new Metro interface of the operating system, for the vast number of users is a revolutionary update.

This makes countless users eagerly looking forward to the product, how to let users feel and experience in the first time? ASUS first launched the "I Experience" event on Weibo to encourage users to experience Windows 8 products and share their feelings of use through Weibo, and to promote products and brands.

For IT products, because of their high price relative to other consumer goods, and its product attributes determine consumers in the purchase of a higher degree of participation, need more background knowledge and professional guidance, but also through more experience and interactive understanding of product characteristics, which is a lot of it brands such as Apple and Samsung, such as the creation of experience shop reasons , the pre-purchase experience of IT products is critical to influencing the purchasing decisions of consumers.

It is for this reason that, in order for consumers to better understand the Asus WIN8 product through experience, the "I am experiencing" activity is rapidly spreading through Sina Weibo, ending February 1, 2013, "ASUS vivotab I am experiencing" and "ASUS Vivobook I am experiencing" The activity has more than 800,000 netizens to participate in the interaction, the influence number surpasses 50 million.

The owner of the Asus event said: "We combine the current users focus on hot topics, to different forms of interaction to increase the impact of activities and appeal, so that more users to participate in it." The ' I'm experiencing ' activity leverages the advantages of the microblogging interactive platform, enabling users to feel 0 distance from the surprises of Asus Asus Vivotab RT tf600t, Asus vivobook s200e, and Asus vivobook S400 three Windows 8 products. ”

Simple way of participation, intuitive communication effect

For experiential activity marketing, whether the participation method is simple and the contact point is rich and multiple, is the key that can attract more consumer participation in a short time.

"I am experiencing" the participation of the activity is very many, netizen can through Micro Bo Blueprint, long micro bo, write evaluation, vote the favorite selling point and so on to participate in the way. A variety of simple, direct interactive ways to facilitate the participation of users at the same time can also achieve intuitive transmission effect. In addition to online participation, users can also experience the cool feeling of Asus Asus Vivotab RT tf600t, Asus vivobook s200e and Asus vivobook S400 three Windows 8 products via offline store interaction.

Among the many ways to participate, the product "top list" voting link is one of the highlights of the "I am experiencing" activity, ASUS official Asus vivotab RT tf600t, Asus vivobook s200e, Asus Vivobook S400 three products highlight the selling point to the option to enumerate, users whether to participate in the store or micro-blog participation, can choose their favorite product selling point. This will also help users gain insight into the advantages of ASUS Windows 8 products while increasing the interactivity of the activity.

The integration of various forms of participation has not only played a role in publicizing the event, but also mobilized the enthusiasm of netizens to participate in the activities. In this event, those who participate in activities, have access to include the Real Machine Experience Award, ASUS 16G u disk, JBL speakers, and many other awards, this "low threshold, high School award rate" interactive activities, so that netizens surprised constantly. An award-winning netizen in the experience of ASUS ASUS Vivobooks 200E said: "Touch screen response is very fast, smart gesture large-size touch board is very sensitive, Windows 8 application Interface is clear, shortcut key Vivokey can easily adjust a variety of settings, can put other books all seconds to kill!" ”

This event allows the target consumer to observe, listen, try, test, and so on, so that they can experience ASUS products and services, perceive the quality or performance of products and services, and then recognize, taste and buy. Moreover, the simple way to facilitate the participation of consumers, in the course of activities, and consumer interaction, not only to experience the advantages of ASUS products, but also to bring the Asus brand and consumers closer.

Real experience makes brand image invisible

In "Experiential marketing", famous scholar Bernd H. Schmitt pointed out: experiential marketing is standing in the sense of consumer (Sense), emotion (Feel), thinking (think), Action (ACT), Lenovo (Relate) 5 aspects, redefining, The way of thinking about design marketing. This way of thinking broke through the traditional "rational consumer" hypothesis, that consumers in the consumption is rational and perceptual both, consumer consumption before, consumption and after the experience, is the main reference for enterprises to formulate marketing plans.

In the process of experiential marketing, we should pay attention to consumers not only the "audience" in the traditional media age, but the demand of initiative and interaction, the rational and perceptual demand of consumers, and the influence of consumers through each contact point.

The success of this "I am experiencing" activity is not only because Asus has "strength" of Windows 8 products, in a transparent way to inject the brand concept, through the activity of Word-of-mouth influence to naturally build brand image is the most important. "We always adhere to the" people-oriented "concept, to bring users the most user-friendly, the most innovative new products. ' I'm experiencing ' the success of the campaign, not to deliberately convey brand information, not rigidly instill brand awareness, but the participants in the experience after the spontaneous publicity on Weibo, so that Asus Word-of-mouth in the establishment of the intangible. ASUS related official said.

It is also worth mentioning that in this event, there are nearly hundreds of mainstream media and internet celebrities to participate in, through the microblogging share ASUS Windows 8 series of experience, in the dissemination process, "I experience" has become a culture, a trend, in the promotion of ASUS brand value, while Even more so that users feel the charm of ASUS products.

Microblogging marketing in the Windows 8 era

"ASUS Vivotab I was experiencing" and "ASUS Vivobook I was experiencing" activity for 3 months, @ Asus Eee has an official microblog growth of nearly 30,000, @ asus notebook fan growth of more than 40,000, two-quarter activity total micro-blog participation reached 80余万次. The active participation of the original fans has affected a large number of new fans to continue to join. "' I am experiencing ' the overall spread of the activity is very good, not only let the ASUS brand exposure significantly increased, closer to the Asus and users, the Asus brand, product set a higher trust." "said Asus related person.

As Internet products continue to emerge today, a variety of network marketing means, such as search engine marketing, e-mail marketing, instant Messaging marketing, BBS marketing, viral marketing, RSS marketing, SN marketing, creative advertising marketing, Word-of-mouth marketing, experiential marketing, fun marketing, knowledge marketing, integrated marketing, event marketing. As the current mainstream of online interaction, Asus Smart Leveraging Weibo, the formation of a new marketing model for ASUS Development, and thus provide users with a experience of the Asus Windows 8 series of new products instant delivery and sharing platform. "On the one hand our life has entered the micro-Bo era, on the other hand ASUS products to comply with the trend, I hope that these two combinations will be ' I experience ' into a branded culture spread, to enhance the brand value." "The owner of the Asus event said.

For Asus, "ASUS Vivotab I'm experiencing" and "ASUS Vivobook I'm experiencing" activities are not only a new product promotion, but also a direct communication with the vast number of users a try, and data and dissemination effect has proved that ASUS this event is very successful, in the excellent microblogging marketing at the same time, Also the platform operation and its own strength products perfectly combined to achieve marketing goals.

With the increasingly fierce market competition today, quality and service is not only the core of enterprise competition, but also the important strategy of brand promotion. Through this "I experience" activity, asus by virtue of good product quality, perfect service, innovative ideas, won more customer trust, won a better reputation.

"Facing the vast market space in the future, Asus Computer will serve consumers more attentively, accurately grasp the potential needs of consumers, and then integrate the full range of product resources, increase technology research and development efforts to promote product innovation, combined with modern 3C products and marketing trends, to provide consumers with high-quality reliable products. I believe that with the Advanced brand concept and superior product characteristics, we have every reason to believe that Asus Computer will certainly play a more important role in the entire PC market. said the ASUS marketing department.