China Telecom "flying Young Dream Team" with CEP Interactive marketing beat traditional marketing (Guansuge)

China Telecom is currently implementing the "Flying Young Dream Mission" successfully attracted students after the college entrance examination to participate actively.

It is reported that the event by the planned "IPhone5 came" hand-painted body of Jiangsu Telecom Electric Drainage Center planning organization. I specially interviewed the Jiangsu Telecom Electronic Operation Center of the Electric Corps team, the team young, energetic, studious, for the understanding of the electrical business and successful practice is far more than a lot of pure electric business enterprises.

Body：

What is the difference between brand marketing and traditional ways in the internet age?

Jiangsu Telecom's "Flying Young Dream Mission" activities to many traditional enterprises to enlighten. 38 days to participate in the number of participants to 233,000 people, enrolment, participation, sharing a total of more than 1.7 million times. Online development of mobile users 76,700, offline pull mobile users 76,500 people, sold 64,000 smartphones. In this midsummer, is how to create a campus marketing miracle? Let me introduce the basics.

Jiangsu Telecom Electronic Operation Center Overview

The form of electronic channels is simply the online business hall, handheld business hall and SMS Business Hall to achieve offline business hall such as broadband processing, mobile phone sales, flow packages and other product services. In just a few years, Jiangsu Telecom Electronic Operation Center developed rapidly, the Internet distribution is vivid, as of the first half, Weibo matrix fans more than 10 million, micro-Bo Business Hall has been for millions of people to provide inquiry services. The micro-letter aspect uses the intelligent robot backstage, realizes the artificial semantic recognition, micro-letter 5.0 on the line, the first upgrade to "service number", the exclusive introduction of a new image of boys small wing brother (other such as small recruit, wo sister, ni, etc. are small girls), in the province's first operator in the micro-letter platform, opened micro-letter intelligent Business Hall. New channel expansion is also all over the flower, through the integration of Internet channel resources, to attract electricity dealers, portals and forums to join, expand electronic channels of online sales and services. Organizational structure, hundred people team guidance and linkage of the entire Jiangsu province under the 13 branches of the channel synergy and promotion.

Activity background

China Telecom has a winged young brand, the brand and related products in the younger group's influence is weaker than the mobile zone, in 2013 more than 9 million students in the National college Entrance Examination, the sky-wing permeability of less than 15%. At the same time, the industry homogenization competition is increasingly fierce, in the traditional channel of competition mode, telecommunications in the cost does not prevail, finally, 70% of young people choose to choose Mobile phone brand information online.

Target Customers

One is the college entrance examination graduates, there is a class of students in school. In accordance with the college entrance examination can be divided into the examination of the period, the period of the summer and the exciting period.

Purpose of the activity

How to guide the graduates of these college entrance exams online? How to improve the performance of the flow package product in these crowd? If you are the traditional thinking to marketing, what would you do? If you use Internet thinking to marketing, how will you make decisions?

Traditional thinking to Marketing

If we use traditional marketing thinking to achieve this goal, it is basically the following approach.

Category

Traditional marketing methods

Target group

College graduates

Contact point

Under-Line Business Hall, cooperation channel Sale point, telephone, official website and so on

Objective

NET purchase, flow package and other products for sale

Product service Selling Point

and mobile and other competitors are basically homogeneous, it is difficult to find the selling point

Price

Bare metal than the network such as the Beijing-east and other large electric platform of the bare metal, etc. to be expensive

Promotion

Vouchers, discounts, gifts, lottery and other ways to stimulate the purchase

Brand Building

Please Han and other students like the star to do the endorsement

Communication

email, phone, SMS, sales person to introduce their products face-to-face

Effect Assessment

See whether the promotional activity has increased, how much money to calculate how much performance

These traditional marketing methods are currently used by many traditional enterprises, but these methods have been eliminated by the times.

Because the marketing trajectory of these practices is this: linear, predictable, brand in the attempt to control consumers, I hope consumers take the initiative to pay attention to these regular types of discount activities, at the same time, the biggest drawback of such methods is that the brand is completely trading for the purpose, this is the marketing concept of backwardness, because you say that the consumer is not interested. The traditional approach is also trying to find USP (a unique selling point for products and services), but the internet age a brand to do USP is too difficult: such as better product quality, price, style, service speed, etc., because the network era of information is very rich, consumers easily find cheaper than you the same quality products declared that the Chinese are good at Shanzhai, Your ideas are quickly replicated, so it's hard to find unique selling points in the product and service sectors alone.

This strategy, the success of sales depends entirely on the timing, that is to say, the students need to buy a mobile phone, exactly he came to your official website or offline business hall, so that the strategy will be successful. So the final evaluation is also problematic, completely looking at the time of the input-output, if sales increase, it proves that marketing is successful, and do not consider whether students have objections to such a method.

Using the Internet's CEP interactive thinking to do marketing

So, how do you do marketing with new Internet thinking? Jiangsu Telecom Electronics Operation Center team gave us a classic case.

The traditional enterprise does the marketing process is only 1 trades, and the Internet new marketing process is 8 words: "Contact, interaction, trade, relationship", this is like love, the lovers did not have earlier "contact", dating "Exchange", is not entered the marriage "transaction", as well as the relationship between the loyalty of the deep feelings of the husband and wife. So to a certain extent, the traditional marketing process is against humanity. Most of China's marketing gurus talk about USP, and almost no one talks about CEP. USP focuses on differentiation in product services, but in the internet age, USP is difficult, a brand can stand out, often finally rely on CEP (customer interaction point) to reasonable positioning, product and emotional links to form a real core competitiveness, as for USP product Services Differentiated advantage is only a comparative advantage, The web makes USP unsustainable. Jiangsu Telecom This activity is very good embodies the CEP marketing, through the "Flying Young Dream Group" activities of the traditional positive energy, the entire activity and consumer layer of interaction, so that a brand activity detonated for the whole college entrance examination graduates of the collective celebration activities, shot extraordinary!

Summary of the "Flying Young Dream Mission" event

Jiangsu Telecom Planning "excellent Sky Wings fly young dream of youth enjoy the season", for the vast number of students to create a dare to dream, the courage to pursue the dream of another summer. As a "youth enjoy the season" series of activities of the two major links, "happy to share" for the vast number of students to open up a "spit" zone, as long as through the network platform to share summer life or travel process of the fun, you can get summer students experience gift package. The activities of the "Flying Young Dream Group" is to give the vast number of students to provide a side trip to dream of a good opportunity, students can according to their own interests and hobbies free choice "Qinghai Adventure Dream", "Guizhou Branch Teaching Dream", "Shenzhen Inspirational Dream" three dream Practice plan. The "expedition" will lead members of the group to Qinghai, enjoy the local natural scenery and Buddhist culture, in the course of travel, hone the will, enhance the courage, arouse the "youth" positive energy; "Inspirational Group" will organize a field visit to Shenzhen Tencent, through the dialogue with the industry elite to stimulate the "struggle" positive energy; Will go to Guizhou's hope Primary school to carry out teaching itinerary, convey love, strengthen social responsibility.

I use the following table to illustrate the specific marketing links:

Category

The CEP marketing method of Internet thinking

Target group

College graduates, especially those who are graduating from high school

Customer relationship

Through the concept of the Dream Corps, the communication process is constantly sifting through the best opinion leader fans

Contact point

In addition to offline business hall, cooperation channel sales, telephone, to increase the official website, micro-bo, micro-letter, Renren, Tencent QQ and other social new media

Objective

NET purchase, flow packages and other products such as sales, and other transactions, but also increased the network era must have contact, interaction and relationship links

Product service Selling Point

and mobile and other competitors are basically homogeneous, it is difficult to find the selling point, so smart from USP to CEP, that is, from the emotional interaction to impress consumers

At present, Jiangsu Telecom is not objective enough

1, days wing Fei Young brand less influential than mobile zone; 2, the channel coverage is insufficient, especially summer student diversion, the current limited line channel is very difficult to cover the target user very much; 3, the offline Enterprise is the branch mode, so Jiangsu Telecom line can not deal with the future of the location of the number of places to study

Highlight the advantages of enterprise online electronic channels, avoid the shortage

1, electronic channels for young people with large flow of demand, the new push "pure Flow package"; 2, online channel 7*24 National network services, to overcome the lack of offline channels; 3, the network Hall can be realized across the country in different provinces to accept the distribution of selected numbers

Problems and needs of consumers

1, the completion of the college entrance examination, the need to relax, 2, the results are good, need to buy a new machine reward; 3, the college entrance examination end to go to school, students can not be in the source of physical channels for university location of the mobile phone number; 4, young people love the Internet

Valuable targeted programs win Goodwill Trust

1, the launch of 3 Dream Tour special line, in the online student UGC, share the traveling story; 2, the official website opens the Change machine area, displays the suitable student's new handset and the ingenious issue "the dream coupon" namely buys the machine coupon; 3, the online purchase user gives "The Pure play Experience package" for the holiday use, Experience package of flying young pure flow card to provide online selection, students can choose the source of the number, you can choose the location of the university number

Summary of the interactive activities of the young Dream Mission

UGC Mode students themselves first "spit trough" summer travel life, and then "share" to Renren and so on, and then after the use of mail message to send coupons, students get a pure play experience package, and finally guide students to buy the network, the event is like a good Chinese voice, and entertainment combined

Fans sharing participation

UGC is the brand experience indispensable link, students themselves spit, share, vote and so on behavior greatly bring activity popularity and participation degree, and then detonate the word of mouth rolling effect

Social 3 mass Media

Sina Weibo, Renren and Tencent QQ, and so on the most target crowd media settings Activities page to encourage the registration vote, and then get tickets to the event

SMS, email

Get students to register information in social media, push "pure play experience Package" E-voucher

The official website greets the student to visit the traffic

Set up Fei Young "New machine" zone, Activity home page description, encourage online ordering

Other partners to promote

Positive energy innovation activities for Tencent, travel agencies, hope primary schools and other institutions to actively participate in

Video transmission

More than 2 million hits on Youku's home page (effect)

Weibo PR campaign

Shawking, general manager of Jiangsu Telecom, attended micro-interview, the exposure of Sina Weibo platform reached 1.26 million

Marketing 3.0 Value Marketing brings free media coverage network search

Baidu activity Search 1 million results, Tencent, NetEase, Sohu, Sina and other free news reports

Effect Assessment

It should be the ROE (interactive rate of return) measure of success, non-ROI view only to see whether the promotional performance rise, more should be Word-of-mouth influence: The active page independent UV70 million, a large number of network reports, the theme of the event also entered the top ten Sina Weibo, Youku Video home page has more than 2 million clicks, etc.

Finally, I summarize the important highlights of this event:

1, the user as the core rather than product services: Marketing 1.0 to the product as the core, Enterprise basic arrogant do marketing, Marketing 2.0 is the user as the core, the target users of this activity is the college entrance examination graduates, this niche market positioning is very consistent with the Internet market segments for the king's characteristics, not for all young people;

2, good marketing should first from the customer issues and needs, the activities of the issue of the demand for the introduction of targeted measures;

3, product and emotional relevance positioning: the industry, competitors and consumers after the study, Jiangsu Telecom reasonable positioning, avoid deficiencies, strengthen emotional marketing, activities to shape youth, vitality, dreams and other brand image, around the young people spread positive energy. Youth is the representative of positive energy. Young's dream mission is a youthful pursuit of the dream of positioning, so that positioning is easy to the heart of the youth needs of the positive energy requirements and brand activities associated. Rather than the traditional stay in the product service level PK;

4, skillfully use CEP to shape the brand: The network era, marketing from Enterprise-led to consumer-led, compared to traditional brand-building focus on traditional pay media and the mass market, consumers are now more willing to search through their own and friends to share to decide to buy the brand, so the network era, Only a good brand experience brand can be truly called brand. The right brand is the constant interaction you have with your customers. Brand experience is the customer's specific experience and feelings of the brand, the connotation of "experience" is far beyond the brand banner products and services. It contains every interaction between the customer and the brand-from the initial understanding, through selection, purchase, use, to insist on repeat purchase, this event is a CEP victory of the classic case.

5. Comprehensive use of network marketing means: Search engine, mobile media such as micro-letter, network advertising media, social media such as micro-blog, forum, video, reviews, encyclopedia, social networking sites, and other detonating activities

6, Marketing 3.0 values Humanistic Spirit Marketing: Kotler's "marketing 3.0" said the highest level of marketing is the dissemination of humanistic spiritual values, as Bodhisattva Monk Temple without spending money to promote, selling products is only the art of selling faith is kingly. The Dream Regiment spreads positive energy, "adventure, Encouragement, teaching" 3 themes to inspire students ' future growth.

This activity detonated the students ' active participation in the college entrance examination, with the "tipping point" of the 3 principles of interpretation as the end: individual character law is a network of student fans, through the vote to participate in screening KOL Opinion leaders, the law of adhesion is "flying young dream Mission" elements of activity, so that people can The law of environmental power is the SNS society that students often hang.

For Jiangsu Telecom's excellent electronic operations center, although the event ended by the end of August, expect them to have the second quarter, the third quarter of outstanding works.

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