Case study: Website New creative: Invite users to the Web to play an electric drill

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April, Sweden's famous hardware and tools retail brand Clas Ohlson to attract users to focus on the new online site launched a stunning website revision marketing campaign. They invite netizens to come together to introduce new ideas. So netizens took a variety of tools on the site on a large-scale, dusty, electric drill saw sound, the old site smashed, pop-up new site. The final success attracted 90,000 netizens to participate. Because of the novelty interesting, the related video uploads the network, also attracts the netizen to pay attention.

(Case information from the Network advertiser community, linked here, according to the network data collated)

"Marketing interpretation" like shop façade decoration, web site revision not only for the makeover, has become a marketing tool. Now the social rhythm is fast, the consumer demand and individuality likes changing rapidly, the website naturally also must keep abreast with the change pace. Every few years the revision, not only can maintain the freshness of the initial knowledge, can also use this to reshape new business opportunities, show the new image of enterprises, improve customer experience. However, how to let consumers actively participate in, has been placed in front of the marketing staff "long-standing".

In ordinary terms, there is no more than an online survey to solicit the views of consumers on the old version and the expectations of the new version. Although the attitude is sincere, the effect is often unsatisfactory. It is no wonder that, in the early years, there might have been some freshness, and now we have been shunned. The advice is not necessarily to be taken seriously, has never seen feedback, and really has no impulse to participate. In the brand, most of the site will be regarded as a simple technical work, step-by-step routine, not given enough attention.

Sweden famous hardware and tools retail brand Clas Ohlson but do not think so, in April 2012, the Web site revision, creative to create a very shocking marketing interactive activities. It no longer behind closed doors, but open the door, inviting visitors to participate in, together iconoclastic.

But how to hit the law? It is necessary to ensure that visitors are attractive enough, but also reflect the hardware and tools of the retail brand industry characteristics. Clas Ohlson cleverly moved in his own selling tools, creating an interesting game. This does not, the electric drill, the chainsaw, the hammer sound is endless, good faction busy construction scene. Clas Ohlson also counted everyone's destruction data. Finally, success attracted 90,000 netizens to participate in this activity, is very fruitful. Because of its novelty and fun, the video of the event on the Internet also attracted widespread attention, word-of-mouth, become a veritable virus spread.

Spread out. In fact, in addition to attract the attention of the virus marketing activities, it is not a brand experience to create the effort? With the shift of the customer demand from the entity factor to the affective factor, the increasing homogeneity of the competition and the role of the marketing personnel in the customer purchase decision, To cultivate a good customer experience has become another demand point in brand building, experience marketing has become another means of brand marketing innovation.

A brand does not just mean advertising and marketing, it also means that when a consumer sees or hears anything your name or icon can think of, including human resources, quality control, environmental protection, customer service, and every rumor that spreads online. "360-degree brand communication" that advocates the provision of integrated marketing communication programs, appeal to each point of contact between the enterprise and the customer, focusing on all the details that may affect the brand's perceptions, creating a comprehensive and complete brand experience to foster brand loyalty, because "unclean counters, curling carpets, no well-trained staff, Sponsoring the defeated team, the poor toilet toilet paper, all the damage to the brand is far more than the cost savings achieved.

The brand 2.0 theory goes even further than this. It believes that the brand's customer leadership should not only be reflected in the brand from the customer's understanding, and even advocated that enterprises do not set any brand image, and completely through the customer participation in interaction to create a common customer, in the process of continuous communication with customers to modify, improve products and services, thus forming brand style. In the face of the market right from the enterprise to the customer transfer, the enterprise is no longer passive response, or even can become an active application strategy, make full use of the strength of the customer groups themselves to achieve the brand objectives of the enterprise.

This article link: http://www.socialbeta.cn/articles/clas-ohlson-website-redesign.html