Five key points to determine your marketing success

Uber, a taxi app from Silicon Valley in the US, was born in 2009. It hopes to provide people with an "instant call car + exclusive driver" service. According to people using different scenes of vehicles and different cities, Uber products are roughly divided into: Uber X (Economy car), Uber Black (advanced sedan) and so on. Uber's mission is to establish an efficient (efficient), convenient (convenient), elegant (elegant) transportation system to all major cities in the world.

Uber itself does not have any vehicles, but is good at integrating all kinds of resources. In the United States, Uber and taxi companies, car rental companies and even private signed contracts, allowing owners to receive orders through Uber.

July 2014, Beijing became the 100th city that Uber entered. This also announced: Uber officially entered the Chinese market. It's not "happen", it's "deliberate." Today, Uber has expanded to more than 280 cities in the world, including 9 cities in China (Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Chongqing, Tianjin, Hangzhou, Wuhan).

Although Uber is a taxi application of the ancestors, but before it officially entered China, China has a strong momentum of the drop of a taxi, quick drop a taxi and so on. "Taxi application" involves laws, regulations and various stakeholders. The local taxi application uses its favorable position and, and backs tyrants company's superiority, the quick burning money, menacing. So, "outside guest" Uber how to pave the Chinese market?

Uber almost no media to buy the budget, can not hit the ads to allow the target consumer groups to gain a quick understanding of the brand. It uses its conventional "play" in cities around the world: cross-border marketing. namely: and different brands to cooperate, borrow "his mountain stone", the popularity of brand awareness.

This is a cost-effective way to quickly acquire a cooperative brand of existing consumer groups. But "Trans-border marketing" is not the more the better, the more the flood. What are the implications of Uber's cross-border marketing case?

How to choose the cooperation brand of Cross-border marketing?

This involves a variety of factors, but not just feelings. The basic principle is: the two sides must "congenial temperament". In this way, the control of Cross-border marketing Campaign to the overall tone.

Uber's choice of Cross-border marketing Partners in China are: we are familiar with the BMW Mini, as well as start-up companies: Vitamin Qing, times easy and so on. (Vitamin Qing: to pure natural detoxification of fruit and vegetable juice-oriented, advocating a healthy diet of a new lifestyle. Times easy: February 14, 2015, Times Easy will launch the world's first smart massage gloves: Grip Wowo Smart Gloves. Its brand mission is: Also originally I, return to nature. )

What these brands have in common is that they advocate a lifestyle that is different from the traditional and innovative.

"Congenial" brand for cross-border marketing, can reduce and user communication costs. In the interactive process with the user, each other's audiences cross coverage, and create a sense of brand identity and goodwill.

The essence of cross-border marketing: content marketing of consumer participation

We see many brands in the Cross-border marketing, often in social media, "Empty shout", entertain themselves, the consumer hang on one side.

However, the essence of Cross-border marketing is consumer participation in content marketing. It's like directing a movie with a theme and a story. But, unlike the film, the protagonist of the story is "audience", they participate in the story, rather than just watching the lively.

Case：

Uber and MOM network cooperation: September 1, 2014, the first day of the freshman, mother network to send you to the kindergarten, with Pat Baby First school on the road story!

"September 1" is a very memorable day for children and parents who will enter the kindergarten. Baby will be separated from the family 8 hours, into a new environment. Father and mother's mood is also the mixed feelings: worry, anxiety, not shed ...

Uber and mother network jointly held this activity: school, school shuttle baby, photographers full with the film, record Baby beautiful, precious first day. Uber also said: All in accordance with the conditions of registration, and according to the requirements of users, whether or not selected, can obtain Uber 100 yuan to provide a taxi fund.

The campaign won a lot of mother's praise. A lot of mothers in the activity of the main posts followed by post message. such as: "A tall Audi car, very spacious, really good ah." "Give the baby a meaningful school anniversary." ”

This activity lets local part mother know, experience Uber. In the future the mother needs the car scene (for example: Baby sick, take the baby to visit the park, etc.), also can not help but think of Uber.

Uber almost no cost of media purchases. Baidu search Uber China, the information is single, not rich. Even some wonderful cross-border marketing cases are not searchable. Uber, general manager of Shenzhen, Luo said Uber in China, completely take the marketing route of word-of-mouth dissemination. So, Uber to make an event for every cross-border marketing, to make a perfect user experience and scream.

For example: In Shenzhen, Uber and China's first new Media festival cooperation, the provision of Uber exclusive bus, along the road to carry passengers to the festival site, and on the bus to provide passengers with top hairdresser, nail artist, professional DJ exclusive services. The fans have not yet come to the art festival, they are boiling.

In Chengdu, Uber and BMW mini work together. Free of charge to the destination within the three Chengdu. Each mini is equipped with two dedicated shift drivers, as well as mini periodicals, drinks, WiFi and chargers in the car and other human products.

Therefore, many people who know Uber through the circle of micro-trust friends, friends to share. Most of the content of spontaneous sharing is stories and experiences. Different from the circle of friends sharing drops of taxi users, most of the actual benefits of the red envelopes. (This is the two marketing routes, there is no right and wrong points.) Both approaches revolve around the user, based on brand and sales communication. Both methods are effective according to the company's different stages and objective conditions. )

In short, Uber's communication strategy values such a circular chain: Cross-border Marketing Events —--highly qualified people (also not known as opinion leaders, but agree with the brand connotation of Uber, is its pump) spontaneous transmission-affect their coterie-word-of-mouth spread.

Third, the difficulty of Cross-border marketing: Break through the old form

Brand side in the Cross-border marketing, the common fault is: Walk into the prizes of "supermarket model" (ultra common way to attract customers: Buy a merchandise, gift B goods). In this way, there is no "1+1>2" chemical reaction.

For example, in Chengdu, Uber and Blu-ray real estate cooperation "million funds, take you home," The Cross-border marketing campaign, a little bit of a lackluster.

At Blu-ray real Estate's 8 sales centers, each citizen is free to receive a value of 100 yuan Uber car discount code. In addition, Chengdu citizens participate in Uber micro-letter relay and micro-letter interaction, but also enjoy 1000 yuan toll subsidy.

Cross-border marketing is the most exciting marketing people is the unlimited use of innovative power. It is impossible to achieve perfection in every cross-border marketing, but not too much.

Iv. successful protection of cross-border marketing: Organizational structure and culture of the company

In many cases, cross-border marketing is a battle of fast, especially in the age of social media. Brand owners to respond quickly, seize the opportunity, the two sides quickly running-in. However, many marketing people suffering is: because of the company's own institutional reasons, cross-border marketing, the interests of both sides difficult to reach agreement, or the company's internal concerns and layers of approval, so that Cross-border marketing disillusionment.

Uber has been able to launch a variety of cross-border marketing campaigns in China, closely linked to its organisational structure. It follows the principle of: to center, localization. Except for the American stronghold, Uber has no headquarters in the world, including no China headquarters. Uber hope: Each city is equivalent to a start-up company. to local conditions. Only people living in this city know the city best. For example: Guangzhou and Shenzhen. Although the distance of high-speed rail is only about 1 hours, the population composition of these two cities is obviously different.

In each city, Uber will form a fully bilingual management team with only 3 or 4 people. These are the people who are pushing the whole cause of the heart, to let people living in this city connect more "discoveries" through Uber.

"You are not just one of hundreds of employees, you are creating your own business," said Aki Taha, director of Asian talent, Uber. You know your city, you know which traffic is difficult. As an outsider, I don't know your city that way. ”

Uber's management team thinks: innovation is not simply imagination, but Shanfanjiujian, direct strike essence. Each city is not replicable, they have different cultures, streets, maps, buildings, but their common denominator is: it's all about people. "This is the city where I live, and I know her again." ”

V. Integrating cross-border marketing into business strategies

Uber never put himself on "Connecting drivers and passengers". It is a brand about lifestyle.

For example: "Uber ice cream Day" activity

"Uber ice Cream Day" is a global event held annually by Uber. In July 2014, the event came to Shenzhen and Guangzhou. In both cities, a number of Uber custom-made ice-cream carts will sail to the streets. Users only need to select the "Ice Cream" button in the Uber app app, and the nearest ice-cream truck will get the ice cream to a designated location as soon as possible, and the user will be able to enjoy the ice cream in just a few minutes.

"Uber ice-cream Day" activities, let us see Uber as "lifestyle and the intersection of the way of transportation" great potential. Its marketing activities have been integrated into the company's overall business strategy.

However, many companies still look at marketing activities in isolation. The inertia is: the Finance Department has approved the budget, the marketing department thinks: How to use this budget? How do you spend the money? Why is there a "good-looking knot report"? This short-sighted behavior tends to let marketers into the pursuit of KPI traps, only the pursuit of so-called loud volume, but ignore the final brand should bring to the user what? What kind of relationship does the brand and the user want to establish? From Uber's cross-border marketing case, we see that the relationship between Uber and users is not just "passenger riding".

Uber CEO Travis once described the difference between Uber and competitors: Uber is LV bag, and other taxi software is a paper bag. In his eyes, Uber is a way of life: Uber does not serve everyone.