Founder of Roseonly: Three rules for exploding fan marketing!

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Every day: "Dad, where are we going this Christmas?" Zhang: "This Christmas, Dad will take you, do roseonly love flower Shop of Love messenger, to send flowers to everyone." "This is a social marketing campaign this year Roseonly United Zhang father and son.

Presumably everyone to roseonly this brand once very familiar with, 2013 Valentine's Day through Xiaolu Weibo marketing, roseonly a shot became popular, become the first flower brand in the day cat turnover. Founded less than a year, has completed a round of financing, redefined the "high-end flower private customization" concept, roseonly in the end is what kind of company? How can it quickly use social networks to make its brands fast? What have we learned in this fast-growing brand? How can we learn from the social marketing that it is best at? Roseonly founder Boys's view may inspire you.

Boys in doing roseonly before, also be a successful investor, he has invested in the public comment network and other companies, the realization of personal financial freedom. Why would he choose to start his own business from scratch? Pu Yi to his own reason is: people want to jump higher, first of all to lean down, low to the dust, the future will reach a higher altitude. Many investors don't invest in first-time startups because they don't pull down and tend to puny.

Decide to start a business, you must choose an industry and an entrepreneurial project. Boys in Silicon Valley and knows the business model of internet companies such as Facebook and Twitter. Last October, Facebook launched the Social gift services company Facebook GiftS, where users can use the service to send gifts to their friends. Boys from the business opportunities, they want to be able to rely on Umebo and other social platforms, to do with social media contact gift services. He focused on the field of high-end flowers and created the Roseonly brand.

In the internet era of everyone, to make the brand word of mouth, must give the brand a story, so that the content of adhesion, the formation of viral transmission. He read the "tipping point" in the book, mentioned the three principles of the popular: content adhesion, the principle of the main person, environmental power. These three principles apply to roseonly marketing is also very fit, Boys through these three principles for Roseonly fan group marketing.

The first one is the adhesion of the content. To say the popular point, this is the brand must have the story. In particular, the emotional value of flowers such high value-added products, it is necessary to give users a reason for consumption. Boys roseonly brand story with Love. Love is "only Sex", "exclusive", so roseonly require users to send flowers for life can only send a person. This brand story, for some female users is very destructive, female netizens in a micro-blog to see their flowers gift box, will be @ to their lover, invisible among the word-of-mouth spread up. In addition to the brand story, Roseonly also set up a number of bridge sections, so that the content more adhesion, such as the handsome man opened the mini to cause the whole office screaming and so on. Of course, the brand story, marketing bridge must be based on the product good Foundation, so they find a special designer design flower box, choose to fly from Ecuador rose, the product at a glance seems inevitable to "tall", to meet the vanity of human side.

Second, the principal person principle. "Tipping point" in the book, the main people are divided into three kinds: contacts, experts, salesmen. These three kinds of people play an important role in Word-of-mouth communication. For start-up companies, Roseonly, the boss is an expert, is also the first salesman, so Boys in the site just on the line of the moment, using King measures, in their own circle of friends pre-sale 99 boxes of Valentine's Day Rose, Sogou Wang Xiaoquan, the New hope of Liu Chang, century Jia margin gong and other people are actively forwarding, As a result, the product is sold and empty. Boys said that the first batch of users is very important, are "high handsome" crowd, for the brand hit "Tall" branded. In the following Valentine's Day, Boys on Weibo to boldly use Xiaolu to do microblogging marketing, said the day Weibo marketing to roseonly bring nearly 100,000 of fans, thousands of orders.

Boys said that in micro-blogging is the "star" the most appealing, they have a huge fan group, should be regarded as the main person's contact, in marketing played a "medium" role. According to Boys, this Christmas they spend a high price please Zhang father and son to join the social marketing, the two will be on Christmas Day as a "messenger of Flowers" for lucky customers to send flowers. Of course, hot marketing can only be promotional methods, to continue to obtain customers, but also rely on the brand's fan group.

Roseonly the first group of hardcore users, after getting flowers, must be in micro-bo, micro-letter brush a sense of existence, at this time, they are users, but also experts and salesmen. Roseonly, driven by three main people, the snowball roll of the fan group, has now accumulated more than 500,000 of fans on the microblog, micro-letter on the accumulation of more than 100,000 fans, become a solid source of traffic. Boys said, the Tanabata this year, they received 20 million orders, sales amounted to 10 million yuan, the power of the fan group can not be underestimated.

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Finally is the power of the environment. First of all, at present people's life is more and more affluent, more and more personalized, the original boys to flower market casually buy a bunch of flowers way has not fooled sister paper, high-end custom flowers is indeed a market gap. Then, as many stars and successful people on the social network for Roseonly, Roseonly story more and more knew, send love a bouquet of such flowers will get a "satisfaction", this and Bai Fumi must back a LV package a truth. For those who received roseonly paper, the mouth blame boyfriend disorderly spend money, in the heart is happy opened flowers. This is the weakness of human nature, Boys said, do marketing must firmly grasp this point.