Fan marketing or marketing fans?

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Recently, the Millet MIUI6 released, many people sigh, millet walked through the unimaginable marketing road. The fall of the curtain of fan marketing said again. Seems to be accompanied by the growth of millet, marketing circles began to appear as the argument: fans are the world. So many of the contents of the cooperative intent has one more goal: to cultivate a group of loyal fans.

Millet。 Its official data show that 3721.html ">2014 Rice Festival, in the last 12 hours of activities, the Millet official website to accept 2.26 million orders, sold 1.3 million mobile phones, sales of more than 1.5 billion yuan, accessories sales of more than 100 million yuan, the day shipping orders 200,000 single, A total of 15 million people participate in rice festival activities.

Admittedly, only this data, you have to admit, a hardware manufacturer, 4 years, because of "fan marketing", creating a myth of the market value of tens of billions.

Benchmarking effect. Now whether the hardware manufacturers, or software vendors, want to replicate the millet "fan marketing" road. Unfortunately, however, there are few winners.

The original millet vermicelli marketing first step, is to cultivate a group of super rice noodles. Now copy Millet fan mode is also the majority of people are based on the sample gourd, daily blend in the major forums, irrigation, add friends, invite into the group, Micro Bo for attention ... All kinds of means, as long as can pull people into.

Through the initial establishment of the recognition of their products users, and further began to filter out loyal users, was dubbed Super fans, and regular exchanges, irregular line party, online discussion, participate in product design, research and development, feedback and other activities, hope to accumulate fan loyalty, and the formation of word-of-mouth radiation.

Indeed, a lot of companies or marketers do this step, and the manpower and financial resources spent on it are needless to say. But almost everyone who has come this far has encountered the same problem:

Only in this group of loyal fans, it is true to the relevant products "loyal", but also willing to introduce their friends, relatives and colleagues, willing to act as a "Word-of-mouth radiation source." However, when the radiation information reached level two, or even three, four level circle, its acceptance degree and the degree of affection is quite unsatisfactory. Word of mouth radiation effect is decreasing trend, and not like millet with super strong "appeal."

Since then, many people even face the marketing planning failure can not find out why the defeat. is not "millet mode of fan marketing" is a pseudo proposition, but we do not have the necessary conditions for the success of the Millet model.

We might as well look, millet are marketing some god horse products?

Millet from the mobile phone to the box, and then to the router, do are the necessities of life, but also cost-effective. Rice noodles said, if there is no millet, now mobile phone price is still 4-5k horizontal. I dare not say that he said the hundred percent correct, but can imagine, the appearance of millet really very much pulled down the mobile phone market price.

Ultra-high quality, low price, ease of use, necessities become the millet pattern quickly sprang up, the internal factors of the surge of appeal.

In an era, the rational combination of productivity and intellectual factors can create a legend, if only in the way of operation can reproduce the millet myth, that marketing industry "really do not cold-hearted people emperor, a few people king."

Marketing is only a means, the ultimate goal is to return products. Not to marketing fans to fan marketing, in the end is discreetly.

This article by the Shanghai Seo still yun SEO blog www.songlucky.com original First cast A5, reproduced please specify the source.