By "The tough little y you know" talking about the campus marketing of user-king

When college students began to participate in Lenovo IdeaPad Y Series product development, design and marketing to come, little y well-deserved "machine Emperor" Laurel. The sturdy little Y also completed the magnificent turn from "not only the legend" to "You Know", again the classic marketing case.

At the end of 2009, he wrote "The Sturdy little y: to the interactive marketing to plug the ideal wing, on the legend of the small Y marketing case for simple analysis, in the text of the last question how to achieve follow-up of small y, and not just and many patted the forehead and then disappeared marketing case. After a year, lingering in the heart of this question has been completely broken!

At the beginning of 2010 and the fierce Little y marketing director Chat to the latest changes in internet marketing, the person said, 2009 before they are more of the new media understanding and bold attempt. 2010, they want to be able to think from the overall marketing perspective, while the user for Wang's marketing ideas to carry out more thoroughly, through the social media marketing means, continue to create before the brilliant.

Marketing Front-let users (college students) participate in

Modern marketing synthesizer, known as "the father of modern marketing" Philip. In "Marketing Management", Dr. Kotler has mentioned the special role of marketing in the various intelligence departments of the enterprise.

The marketing department is a special department between the enterprise and the market, and it is a series of market-oriented measures to guide the enterprises through the analysis and research of the markets. In the modern enterprise system, marketing is enough to influence the other functional departments of the enterprise, and the marketing orientation becomes the important characteristic of the modern enterprise, and one of the important performances of this trend is the marketing predecessor.

Through the case of the strong little Y, we can understand the "marketing before", this contemporary enterprise must face the trend.

Lenovo has developed a "campus media" mode of operation, college students through the "idea of elite sinks" (see note 1) can directly dialogue Lenovo product development and marketing team, to say their ideas and opinions, directly affect product development, design and even marketing and other links. With the idea of the elite in the university formed a social word-of-mouth spread of influence, Lenovo in the university to cultivate a large number of the main "small Y-powder" and "Small Y-control", and the strong small y also created a listing of more than a year to sell more than 1.3 million units of the sales miracle.

Lenovo to listen to the voice of college students, for their performance configuration and external demand, to create the most consistent with the needs of college students products, and in the marketing of fully mobilize the enthusiasm of students, let them put forward the idea of their own students, "marketing" to achieve the ultimate.

Socialized marketing-using college students ' creativity to conquer college students

In the university student's circle, uses the university student's language to communicate with the university student, this is the sturdy small Y success key. The idea of "the sturdy little Y" comes from college students, and the following is from media coverage:

August 2009 IdeaPad Y Series products before the market, Lenovo groundbreaking or venture to the product promotion theme planning to a team of college students. Shang, a member of the team, was a student at Beijing Normal University. According to her memories, university students from different cities across the country in the closed five days and nights, after countless differences and proposals before the final birth of "fierce little Y."

Originally drafted "Super strong configuration for four years", like fresh and imaginative students are not satisfied with the big. and "Little Y" the intimate and special name of the birth is also a special coincidence, thanks to the then or Beijing Business University students Lu Dapeng. He especially likes to question others, always love to ask why (why), so everyone before the bright, feel can start from why this idea.

From the why representing young people to challenge authority and the spirit of the world, to embody the Y-generation of "I ' M y", finally refined the eye-catching "small y" name. And "tough", it is someone else originally used to describe the planning of small y students.

From this "The sturdy little Y" becomes a specially tailored for the university student, from the design, the application, the function to the marketing way, very has the university student individuality, the temperament notebook. It can be said that little y is a most understanding of college students notebook.

Let's talk about the marketing way of college students. When the product development, design and marketing strategies are all buttoned up, and even the store opened to the university campus, Campus marketing has become a ripe. So social media marketing became the last fire to ignite the market.

The picture above is a simple marketing illustration of the "tough Little y You know" back-to-school promotions. One of the most important aspects of social marketing is the "idea elite sinks" mentioned in the previous article.

Lenovo defines the idea elite as: first, they are extended and think tanks, whether it is product design, development, or marketing planning, they have the opportunity to participate in it; second, they are propaganda teams, instead of Lenovo with college students to communicate the most popular way of communication; third, they are promoters, In the key promotional season, as the best understanding of Lenovo products, a group of campus opinion leaders on the purchase of college students to play a great role in guiding.

Lenovo to the success of the classic

Finally, still want to say in the last mentioned little y four, that is, "moral, interesting, there is technology, there is interaction" in the marketing of the second embodiment.

For example, by the College students cluster network platform MOP and Renren, instead of the online whereabouts of the "Campus chicken leg" Day free tough little y you know the event.

Chicken Leg Event Renren platform: http://xiaoy.renren.com/

In the People's University, for example, "The fierce little y you know boldly say" campus tough event. In a short day of offline activities, nearly 3,000 people's Congress of students watching the offline activities, more than 500 left their own tough quotes.

This kind of marketing and speculation is not only new and interesting, more directly to the students around, but also to bring real benefits for college students. It's hard for college students to think of little Y!

The market for Lenovo's disdain for efforts to give the best return, "The sturdy little Y" a cannon and red! According to the 2009 survey, the university student market has accounted for 35% of the market for consumer notes, with the Lenovo family occupying more than 23% per cent, and in 2010 the figure has been updated to 25%. As of July 2010, little y created 1.3 million sales records, known as the real " Student machine Emperor. "

The fierce little Y from college students came to college students in the marketing way, to help Lenovo knocked open the campus market door. Tangjie, vice president of Lenovo Group, said in a media interview the secret of the success of Lenovo: To use the language of the client group to speak, pay attention to emotion than focus on the product more important, focus on customer groups want, than you want to sell more important, the rest is to continue to do.