Grassroots marketing, from Non-mainstream to mainstream

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Since the publication of the 07 issue of "Successful marketing", there have been readers calling on the "long Tail Era: Marketing 2.0 ferocious" a article with this newspaper to start exchanges. Among these readers are the intellectuals who are studying marketing theory, the leaders who are taking up marketing in the business, experts and academics with different opinions, and executives asking specific strategies. Their affirmation of this article is no longer to repeat, in order to avoid "Wang Po sell melon" suspicion. But we still noticed that someone said: Hey! You visualize the long tail theory. You have told us that there are new opportunities in the new era. You talked about the "Action Yellow Ball" and the "obedient chick" example. You talked about KFC, Coca-Cola and Procter and Gamble. But marketing is never a simple copy, we need to know how we are going to do our own Marketing 2.0 ...

Faced with such a problem, we often want to say that the success of marketing has its contingency. This is not a pretext, because marketing itself is the need for courage, practice and adjustment, from the pioneering thinking began, is the link between the many specific factors determine success or failure.

For example, before the "Super Girl" has not appeared, we have suggested that this model is feasible. But if there are multiple companies trying at the same time, the result may be failure. Or you choose a relatively conservative television as a partner, you choose the host is the "name of the mouth" of the football, the result may be different. Therefore, what we need to give you is the analysis of the successful cases, is the grasp of the needs of the times, is the experience, is the direction.

Success has never been a template, success is only essential.

This is not, we have summed up the questions raised by our readers and decided to continue to provide you with a special report on how to sell in the long tail period. Unlike in the previous period, this time we focused on the so-called "grassroots marketing" direction. You will see how to get the crowd to stop before your ad, how to get the Internet people excited, how to make you build a house is like building a third ring road ...

Never underestimate the power of the grassroots. Those who often take the word "grassroots" as a derogatory term may be full of self-esteem and think that "I am not a root".

But when you were standing on the golf course waving a thousands of-dollar club, did you notice you were wearing a pair of Nike sneakers. In the eyes of Nike marketers, you are as much a long tail as the children who are playing barefoot in African refugee camps.

So, in front of marketing: we are grassroots!

Grassroots marketing in the long tail era

Qiping, Secretary general of Information Research Center, Chinese Academy of Social Sciences, from "successful marketing"

In a sense, the long tail is the root. The long tail starts from the grassroots, the unpopular start. Upset opened the situation, became popular, grassroots on the table, become the elite.

Hung on this transformation process, there is a profound understanding, she said Chen Kaige: "Just started to know him, ya still a avantgarde artist, now, has become a ' mainstream '!" "This is an example of how the grassroots and elites can transform each other." Visible, we do not head and tail absolutely opposite.

As for the grassroots marketing, it is another meaning, that is, grass-roots marketing. It is also intrinsically connected to the long tail. This intrinsic connection is that the grassroots are the consumer groups of the long tail, is the long tail of the crowd. How to carry out grassroots marketing in the long tail era is an inevitable problem for entrepreneurs under the background of price war.

Grassroots Marketing in scale economy

The grassroots marketing in scale economy is the most elementary long tail strategy.

Strict, standard sense of the long tail, refers to the scope of the economy, it is small quantities, many varieties as the main characteristics. Economies of scale (that is, "short head" in the long Tail theory) are the opposite, and economies of scale refer to the large-scale production of a single breed. "Grassroots marketing in economies of scale" sounds contradictory, but it's not. It refers to the long tail in a short head. From the case of color TV sales, you can specifically understand this problem.

1997, a Konka group manager on the train, accidentally noticed that the train along the wall, I do not know when began to brush the ads.

He called the Wen Weihong, the general manager of the Horizon advertising agency, according to an ad company contact number that was advertised below. His first impression of Wen Wei is very good, because he said: "The reason why you choose, the main reason is that you take the mobile phone number as a business hotline, which means you are more dedicated."

The actual reason is that the TV set in the city "short head" saturation, need to rural "long tail" strategy to open up the period. Konka for this particular proposed the "center of gravity Move Down" the development of rural market slogan. The manager found this form of wall advertising, particularly suitable for selling televisions to the countryside. So he found the Horizon advertising agency.

The effect of wall advertising is surprisingly good. For a time, konka up and down branches are to find the Horizon advertising company cooperation. In the 1999, Wen Weihong invented a more lethal method of wall advertising-high wall advertising. In the past, the wall ads were made on a low wall or a strip on the house. High wall advertising is a tall building of a whole wall into the overall advertising, the area can reach about 100 square meters, visual impact and large street signs ads almost. Konka ads hit the top, immediately in the country's competitors have a huge impact.

Changhong Group, TCL Group (Market Forum), Xiamen-China group sit not live, have to find the door to start through the wall ads, into rural household appliances this long tail market.

The original users of color TV, concentrated in the city, concentrated in the city's several major markets, such as Gome, large and medium-sized electrical stores and large-scale department stores. This market is a typical short head of the market that is a big hot market, it is characterized by a small number of stores and concentrated, huge sales. When the big hot market tends to saturation, businesses are fighting price wars, resulting in lower profits. But on the other end of the rural market, just appeared the purchasing power of color TV, it is a long tail market. It is characterized by scattered stores, less sales, but the total amount is huge.

How to effectively enter the rural grass-roots market is a problem that the color TV industry needs to solve. In rural areas, television advertising is limited, because the people who buy it are the people who have no television, they do not see TV commercials before they buy it, and the newspaper advertising function is limited because 90% of the country's newspapers are concentrated in cities; The wall is a medium accessible to the rural people. The "Wall Internet", which is composed of road network interconnection, is a low-cost network media, and the wall advertisement plays the role of low cost long tail marketing.

The long tail is not confined to the countryside. Take the advertising industry, long tail advertising is also diverse. The advertisement in the elevator is also a kind of long tail advertisement. It is a lot of a wide range of "useless" space, as a long tail of useful space, the "useless" time, as a useful time of the long tail, add up, through the collection of advertising companies, become a valuable market. In-train advertising, in-car advertising, is the same principle.

The reason why there is a partial long tail in economies of scale is simple, because the head and tail are relative to the long tail curve. A short head and a long tail are like chicken and chicken: every long tail inside the market are manage, there is a preference for the urban elite "Phoenix Head", biased in favour of the rural grassroots "tail"; Similarly, each short head inside also manage, there is a preference for the elite of the "head", a biased grassroots "chicken tails." People often say, better do the chicken head, do not do the Phoenix, meaning that, rather in the long tail (relatively popular in the unpopular), not in the short end of the tail (popular in the unpopular). But the color TV industry is going to do that, and then it might be dead. #p # Paging Title #e#

Price war is the symbol of the development of scale economy to the stage of short head market saturation, large-scale manufacturers (in the condition of not increasing the varieties) the first breakthrough direction, is from the high income city personnel as the main marketing, to the middle and low-income urban grassroots and rural population for marketing; and the characteristics of long tail marketing now, for grassroots marketing, Need to shift from high cost image advertising to low cost marketing.

Passive to active: Community marketing must have the right attitude

Wen/Sing Vice President Li Mingshun from "Successful marketing"

It must be acknowledged that today increasingly by enterprises, especially brand enterprises concerned about, and implementation of community marketing, is a passive birth of the new marketing market. Companies believe that online communities have enormous energy because they feel they cannot control this power, and in the past these companies have always believed that their financial capacity and strength are sufficient to control the vast majority of public opinion in the market, including portals on the internet and key industry websites. Therefore, the enterprise started to want to start the community marketing, in fact, more like to solve crisis PR, want to deal with those from the Forum, blog consumers on the brand and product negative evaluation.

Passive to Active

In fact, coping with the "dissatisfied" of the online community is not that simple. From the mass media to the personal media, from the portal to the small and medium communities, from a pair of more than one to many, the transformation of the media is not only a change in the number of media, but essentially for consumer relations, audience dialogue, marketing new revolution.

In the past, companies had to deal with a few, a handful of institutions to explain their ideas and to account for the market's doubts about it, and now things have changed. Generally speaking, a negative voice often occurs first in a small community, first a post (or a blog), and then posted, followed by reprinted, and eventually by the media attention to the report amplification, forming a collective public opinion, and then formed a crisis.

How to capture these in the first time. Faced with tens of thousands of community netizens, businesses must find new ways to graft new channels of communication and dialogue with these consumers and audiences. In short, plugging less than sparse, should be passive solution to the crisis to move closer to the consumer. In this regard, it is often the Internet companies themselves do a better job, such as Google in the release of new products every time the first to the community, so that fans in the community the first time to get the latest news.

Not just PR.

True community marketing is by no means limited to this. It is indeed a necessary investment for businesses to spend a small amount of money in the community occasionally doing something of good reputation or rushing into the community to "put out a fire" in a crisis. However, just doing this is definitely not a real adaptation of the internet community era of new marketing.

First of all, community marketing should be incorporated into the brand strategy of the enterprise, the Community era corresponds to the experience of consumption times, consumers will not only consume goods and services, but also share their own consumption experience, the experience of sharing information will again affect the choice of other consumers behavior.

For example, today, a girl online attention (Attention) to a look good cosmetics, she will be with interest (acquires) in the search engine or their frequented consumer online community search, if she felt that the details of cosmetics and community users in the comments are good, There is a general confidence in choosing to buy (Action) and, after a while, she may write her feelings in the community (Share).

This is the famous 4A advertising company Aisas (attention-attention, interest-interest, search-Search, action-action, share-sharing) theory, it accurately explains the internet era of corporate marketing rules, Also indirectly pointed out that the community in the new marketing era played an important role in the Enterprise brand strategic planning, undoubtedly has an important guiding significance, and in 1898, by the United States Lewis proposed the traditional AIDMA marketing law gradually in this era of decline, because the simple cause of consumer attention (Attention , the marketing theory that makes people interested (acquires) and Fosters desire (desire) to form memories (Memory) (action), is not enough to really impress people in today's more informative times, at least to say, by enforcing the branding of indoctrination, Not only more difficult, but also more expensive, cost-effective.

Second, for enterprises, but also to the Community marketing into the production chain. Because, regardless of the company's negative consumer feedback, are derived from the product or service itself, the first time to learn consumer feedback, in the shortest possible time to find problems, solve problems, enhance the core competitiveness of enterprises, to lose their competitors. Therefore, the importance of marketing in the community and the importance of customer feedback is the same, can be equated. In the final analysis, the ultimate competition of enterprises is the competition of products and services, as well as the ability to respond to user feedback.

The possibility of Community marketing

The idea decides the behavior, to the community marketing, only the enterprise has established the correct community marketing idea, only then will carry out the correct community marketing behavior.

In China, the community is very widely distributed, on the one hand, each large portal, industry, professional, regional sites have communities; On the other hand, China's widely distributed personal website also has a popular theme community. Eat, drink, hobbies, business exploration, professional exchanges, friends and entertainment and so on all kinds of topics can do the community, a community construction cost is very low, not only software has free, space also has a large number of free hosting sites. Take our forum software discuz!, there are more than 400,000 independent forums in use, and hosted in the Professional forum service provider of the two-level domain name forum, there are almost 30~40 million home.

This for the general enterprise, even if the establishment of a correct concept of community marketing, specific to implement the right community marketing method is also difficult.

Fortunately, the cumulative background of our community software providers over the past six years and the close relationship with 400,000 community sites have helped us to launch a Community marketing platform at this opportune moment. Fortunately, since May this year, we and partner Qihoo launched a joint community marketing team called "You Marketing", has served dozens of well-known brand customers, is a small step in the field of community marketing.

Sing (Comsenz) Introduction:

Comsenz is China's largest community software and service provider, after six years of growth and development, successfully built discuz!, X-space, Supesite, discuz! NT and a set of Internet community applications and solutions for China and even the global 40多万家 Independent website and personal webmaster provides a reliable Community technology platform, is the Chinese Internet Community system model of the main founder, and created the Chinese Internet acceptance of the highest community user habits standards.

Real estate grassroots marketing with Chinese characteristics

Wen/China Real Estate Association vice President Jiang Ren from "Successful marketing"

"World Brand Laboratories," The data report shows that in China's real estate circles, no one dares to say that it is now the elite era, white-collar world, because the first is not promised is the vast "grassroots" class.

Because no one can say that they are grassroots. Therefore, in the real estate circle, a certain body behavior, can not represent the grassroots, we can only take the grassroots as a whole "phenomenon" view, such as the emergence of a very grassroots culture of the circle: Sina, SouFun real estate channel launched its own property circle.

Douglas, an American economist, once said: "Grassroots is not just grassroots, grass roots can also bring rich market resources, but also bring high market share and high market share." "In fact, this sentence can be used in the real estate industry with Chinese characteristics-any qualified property companies in China will never ignore the importance of grassroots marketing." #p # Paging Title #e#

How the real estate industry grassroots marketing "landed" in China

Grassroots own grassroots charm and consumption potential. The "low threshold" of the grassroots, the opportunity for the valuable market equitably of different real estate enterprises at home and abroad--in China, a socialist economic society with special national conditions, no enterprise of any nature can immune: "Grassroots" is not only a simple noun, but a mainstream community culture that represents consumption. Not to mention whether the future grass-roots era to the past, the grassroots market itself as the country's largest market conditions, it should be the entrepreneurs should focus on the field, rather than just to fantasize about the "elite era" without the sky.

Real estate field of grassroots marketing, the future is destined to have Chinese characteristics of the marketing trend. In other areas, such as the entertainment industry, "Super Girl" has given us a classic grassroots marketing case-the vast number of "jelly", "corn" is how to sweep across China; Ford's T-car in order to cultivate the brand in the grass-roots market consumption awareness and maturity, at one point, to close the cost of manufacturing, so that ordinary consumers of the distant dream of the car into a real thing-the success of the Ford T-car brand marketing, making Ford a temporary "car" synonymous.

The real estate Enterprise's grassroots marketing How "landed", its key is for the real estate enterprise to solve the product marketing problem deeply, this can reflect from the sales performance.

The five temptations of grassroots marketing expansion in real estate industry

Real estate Grassroots marketing can rapidly expand because the real estate market itself for real estate enterprises, has five major temptations:

1, grass-roots marketing is the continuation of the full marketing, is further make the product quickly occupy the market again thin branch sales, more infiltration target customer base, that is, the terminal market.

2, when the "star" high marketing costs, grassroots marketing quietly to become the inevitable cost control.

3, the people pursuit of benefits and social appeal to the social background of integrity, grassroots marketing is the soil of expansion.

4, the market segment calls for professional grassroots to the front-line, grassroots marketing is no exception.

5, grassroots marketing through professional, practical, rational operation, won the people's good reputation. Because the real estate enterprise more and more believe: The Gold Award is inferior to the common People's praise, the Gold Cup silver is inferior to the populace's word-of-mouth.

How to carry out deep grassroots marketing in real estate enterprises

Grassroots marketing era, China's real estate companies to do what kind of preparation to meet it?

The first is the civilian contacts. In short, it is not to face the real consumers with a high attitude. Grass-roots marketing is one of the most important feature is to try to more down-to-earth, touch of consumer contact points, more and more grassroots to join the vast consumer groups, this is the future of real estate marketing.

In the connotation of marketing, "World Brand Laboratories" that the real estate enterprises should at least always have a human equality element, narrow marketing will never become a climate, narrow the masses may not be accurate-for the real estate brand, the other side of word of mouth, is Shing.

The second is to have a real grassroots marketing concept. Whether the enterprise is positioned in the high-end customer groups, or positioning in the middle or low-end, in the appropriate time to provide different types of consumer products, at least you have the idea of the need to help you spread the necessity and possibility. For example, for an ordinary working-class family, Mercedes-Benz, Cadillac and other high-end car manufacturers must think that ordinary working-class families are not potential consumers, but even so, is not ordinary working-class families can not be on Mercedes-Benz, Cadillac type of car manufacturers have impact?

It turns out that even if they don't have objective buying behavior, they can also bring huge consumer volatility. This can be explained by "all": Is it far from the truth that more people are talking? Similar to the "attention economy" public relations strategy of carmakers, real estate companies also need to boost the reputation of their audience and their market brands. Real Estate Enterprises in the marketing process to add the concept of grassroots, more and more grassroots mining to develop into their own brands or products in the spirit of advocates-this will be a large amount of potential market resources.

Finally is the enterprise inside and below the grassroots marketing. An enterprise in the process of foreign marketing, in fact, is also in the internal continuous marketing, inside marketing is actually the basis and premise of external marketing. If an enterprise cannot unify the marketing idea, cannot let own staff have the unified marketing consciousness and the action, then we have to say, this is a failure enterprise. The internal unified marketing will be in the enterprise after the business process, more and more play a multiplier effect.

Grassroots Marketing in your time

Web/Action Global network founder Wang from "successful marketing"

First, your times-grassroots marketing background

American Times 2006 "You" as the Man of the year, which in a way marks the "your era" of the full arrival of the personal-centric Internet model--web2.0.

Web2.0 's thoughts were first raised by the Macromedia of Dale Dougherty of O ' Reilly and medialive, and by Craig Cline at a joint brainstorming session, and soon became an important trend in the last two years that profoundly influenced the entire internet world, In short, the important changes brought by the Web2.0 are: User's own production content, common creation, the decentralization of network power, the construction of the open participation system using collective wisdom, the rise of the long tail market, the status of the permanent beta version of Internet service, etc., with the spread of information service to other fields, Web2.0 thought is gradually affecting other business and social fields, meanwhile, the generation and spread of cultural phenomena such as "Super Girl" and "Guo" also have an intrinsic fit with Web2.0 thought.

It can be said that the rapid rise of Web2.0 is the background of grassroots marketing.

Second, weak link--Grassroots marketing Foundation

The weak link (Weak Ties) theory was proposed by the American sociologist Mark Granovitte (Mark granovetter) in 1974. Granovetter pointed out: in the traditional society, everyone contact the most frequent is their own relatives, classmates, friends, colleagues ... This is a very stable social cognition with limited communication range, which is a kind of "strong connection" (fervent Ties) phenomenon, while there is another kind of more extensive, but superficial social cognition, relative to the former social relationship. For example, a person accidentally heard by someone who accidentally mentions or turns on the radio ... Granovetter the latter as a "weak connection" (Weak Ties). The study found that social relationships that are most closely related to one's work and career are not "strong connections" but often "weak connections". "Weak connections", though not as strong as the "strongly connected" (pyramid), have a very fast, potentially low-cost and highly efficient transmission efficiency.

The application of weak connection theory three typical websites are: 43things, Douban, Action Global Network (www.actglo.com). 43things is based on the target share of the Web2.0 Web site (has been acquired by Amazon), Douban is based on books, music, film and television sharing Web2.0 Web site (currently has access to VC support), the action of the Global network is to play the weak link theory to the extreme point, It defines a total of 110 key points in your life area, which can be said to be 30 Douban, 110 43things, it will be your life every experience can become your QQ number of communication (as long as you want). #p # Paging Title #e#

The popularity of weak connection theory, the explosive application of Web2.0 website, is the foundation of grass-roots marketing.

Third, community--grassroots marketing platform

YouTube did not exist when the United States held its presidential election in 2004, and today, with the 2008 presidential election looming, YouTube, the video-sharing site, has become an indispensable political platform for voters and candidates to interact with, and politicians are even awed by the site. According to foreign media reports, YouTube uploaded a wide range of election-related material, such as the candidates issued promotional brochures, and recently there are a large number of women singing their favorite candidates of the music video clips and so on. YouTube has aroused strong interest in politics.

At the same time, Web2.0 can allow companies and businesses to reach more consumers than through traditional marketing tools. In this regard, many companies have already taken advantage of Web2.0 to launch marketing campaigns. Like "American Idol" and Starbucks have their own profile page on social networking sites MySpace, Coca-Cola also designed an ad for YouTube in the summer of 2005. But Web2.0 is not just serving drinks and entertainment companies, but business-to-business marketers are also trying to show off, and they find the Internet to be an exciting and lucrative place to approach consumers.

The community has profoundly influenced the way young people live today. As a real-name network of countries, South Korea's community website race My network of users have been as high as 20 million, and the entire Korean population is only 48 million. This means that, in addition to the elderly and young children, more than 95% of Koreans are participating in the Internet community. In Europe, in 2006 alone, the number of people who found the other half through the serious dating community Meetic reached 1 million. In China, almost every young person will have a Tencent QQ number, and enjoy the various network community services Tencent.

So, it can be said that the interactive Web2.0 community is the platform of grassroots marketing. No matter who, if you do not understand the network community, then the next 20 years of life and business will bear a huge opportunity cost.

Four, one-on-one business-grass-roots marketing business Opportunities

Grassroots through weak connections to form a community, which also provides a greater degree of convenience for business one-on-one. The reason is very simple, since the grassroots can be linked through weak connections, enterprises can also use weak connections to contact the grassroots. At the beginning of the 90, Mr. Perry had just put forward a one-to-one thinking, although the business community had been enthusiastically praised, but it was difficult to achieve. With the acceleration of the Internet, a pair of strategies to achieve a perfect platform.

Take action global network for example, users want to take part in a training course (for example, New Oriental September TOEFL Training), he can choose his needs from the hundreds of thousands of training courses offered by the Action Global Network, the system can automatically match the students of the same class (weak connection), likewise, the new Oriental has established the whole year's timetable in the Action Global Network, New Oriental will also automatically find this classmate, and can directly contact the classmate (one-to-one business).

The key to grassroots marketing is to let the public move up, the key to the public to move is weak connection, weak connection will form a community full of interaction, the community will bring unlimited business opportunities for enterprises, but also may bring new business history of business revolution.

Dialogue Wang: Global action

Wen/"Successful marketing" intern reporter Xusu

In the traditional network environment, the source and release of information mainly by many Web sites such as portals, people in the network more than just visitors, and very little hands-on participation in it. With the advent of Web2.0, ZTE and development, the Internet seems to be experiencing one after another evolution, for this, the action of the global network of planners to build Wang feel heartily excited. It seems to him that a revolution is coming to us, a revolution that relies on the internet to truly bring everyone's worth and create value for everyone.

"Successful marketing": compared to the traditional network environment, the current Internet development will bring us what kind of change? How are the values of the grassroots reflected?

Wang: The traditional internet is based on information, and the new trend of the entire Internet, no matter what it is called, web2.0,3.0 or even 4.0, will be mainly people or people and information, so that the past grassroots spectators have a say, can express their ideas, so that everyone can publish information.

Web2.0 can be summed up as a center, three basic points. That is, to first identify a center, talk about one or several questions, three basic points, namely information, people, things. That is to say, through information, to find people, and then to share, communicate, communicate. Domestic 90% of Web2.0 Web sites are published by their own a large number of information, there are also some sites, want to make information completely grassroots, so that users to produce content, but the implementation is very difficult. So my point of view is that the information provided should be both system and user both, the system provides a part of the user upload part. Web2.0 's aim is to do everything possible, through the system of this link, connect people, to share and exchange between people. In one center, three basic points, the traditional Web1.0 more emphasis on the center and information, while the Web2.0 obviously strengthened the latter two. But completely deny the 1.0 model is also wrong, really good site should be a combination of 1.0 and 2.0.

To reflect the value of the user is to get information from the user, but like water from the well, it will not be out of their own, and if the first poured into a bucket, the wells will be poured out. The Action global network currently has 5,000 operational navigation plans, which are planned to increase to 10,000 by the end of the month, 100,000 in the year, and the yellow pages of the list. When we provide value-added services to our customers, the customer saves the information, and at the same time uploads their information, while slowly allowing the customer to voluntarily provide information.

The value of the grassroots is usually achieved by connecting, and the Web2.0 is strongly characterized by weak connections. There are three kinds of connections: Instant connection, such as through IM software; strong connections, such as a tightly knit circle with common interests; weak connections are connected to people who have common points or experiences that would otherwise seem to have no connection. Grass-roots marketing is characterized by the spread of the scattered customers, and this relies on traditional network can not, only through the weak connection Web2.0 to achieve.

"Successful marketing": Through the correct understanding of the value of the public and the strength of grassroots marketing, what is the practical significance?

Wang: Grassroots marketing is actually how to use the Low-cost, with the help of the public, more accurate marketing tools. The marketing impact on the enterprise has three aspects: customer, employee, market. In the traditional mode, users can find businesses, businesses can not find customers, and the action of the global network to use the map, from any business and individuals are interested in the same things to match, the merchant could find the past, present and future customers, which in the traditional network environment is impossible to achieve.

The second benefit that Web2.0 brings to the enterprise can help the enterprise to carry on the market research effectively. The world's largest network of more than 10,000 online research and evaluation, compared with traditional business research, in this assessment of the people, can be found in real time. 2.0 of grassroots marketing, the focus is to connect people. For enterprises, once the people strung up, you can find customers, do market research, find employees, and for enterprises, customers and employees are two great wealth.

In the personal perspective, covering all aspects of life, the daily life unconsciously woven. So we can find customers, our aim is to provide customers and individuals to meet the needs of every aspect of life to take a list of ways to let people come to see and save, the Global Action Network of the current 110 action nodes, in the future to build up to 208 nodes, each point has become a personal QQ number, Connect with them at any time, and each point is associated with different people. Through the classmate, colleague, commodity node, make the information match more accurate. At the same time through a series of different sides, such as the use of our network map, the management of personal relationships, simulation of real life, to solve practical action, so that people less detours. #p # Paging Title #e#

"Successful Marketing": concrete implementation, how to string people up, so that the flow, user groups play its role?

Wang: We want to be the largest online action yellow pages in the country, providing valuable information about how a person acts, and finding like-minded people in the process. A person provides information that can be seen and fed back by many others.

A separate list of actions is mediocre, but using the current network technology to provide the conditions, we can have a large amount of information and multimedia support after each node, including 16 million business colleagues book node, 750,000 School alumni node, 5 million of the book node, 500,000 courses, training nodes, etc. followed by the corresponding information, audio, video and the most important factor-people. Content is still key, but the content needs to have a platform to support, we are the framework of such a platform.

Kotler's Level marketing theory tells us that when market niches are divided into the extreme, the market share is already small enough to support the operation of the enterprise, then the level of marketing needs to link these points together. Wrapping up a lot of points into action maps makes them closer to real life. From this point of view, the global network of action can be said to be the epitome of all Web2.0.

It's easier to take a little detour. To the enterprise, can find their own customers. Try to avoid repeating the detours that others have gone through. And the idea of who will say that what people need more is to tell them what to do, and that's what we want to achieve.

In the traditional network environment, the source and release of information mainly by many Web sites such as portals, people in the network more than just visitors, and very little hands-on participation in it. With the advent of Web2.0, ZTE and development, the Internet seems to be experiencing one after another evolution, for this, the action of the global network of planners to build Wang feel heartily excited. It seems to him that a revolution is coming to us, a revolution that relies on the internet to truly bring everyone's worth and create value for everyone.

"Successful marketing": compared to the traditional network environment, the current Internet development will bring us what kind of change? How are the values of the grassroots reflected?

Wang: The traditional internet is based on information, and the new trend of the entire Internet, no matter what it is called, web2.0,3.0 or even 4.0, will be mainly people or people and information, so that the past grassroots spectators have a say, can express their ideas, so that everyone can publish information.

Web2.0 can be summed up as a center, three basic points. That is, to first identify a center, talk about one or several questions, three basic points, namely information, people, things. That is to say, through information, to find people, and then to share, communicate, communicate. Domestic 90% of Web2.0 Web sites are published by their own a large number of information, there are also some sites, want to make information completely grassroots, so that users to produce content, but the implementation is very difficult. So my point of view is that the information provided should be both system and user both, the system provides a part of the user upload part. Web2.0 's aim is to do everything possible, through the system of this link, connect people, to share and exchange between people. In one center, three basic points, the traditional Web1.0 more emphasis on the center and information, while the Web2.0 obviously strengthened the latter two. But completely deny the 1.0 model is also wrong, really good site should be a combination of 1.0 and 2.0.

To reflect the value of the user is to get information from the user, but like water from the well, it will not be out of their own, and if the first poured into a bucket, the wells will be poured out. The Action global network currently has 5,000 operational navigation plans, which are planned to increase to 10,000 by the end of the month, 100,000 in the year, and the yellow pages of the list. When we provide value-added services to our customers, the customer saves the information, and at the same time uploads their information, while slowly allowing the customer to voluntarily provide information.

The value of the grassroots is usually achieved by connecting, and the Web2.0 is strongly characterized by weak connections. There are three kinds of connections: Instant connection, such as through IM software; strong connections, such as a tightly knit circle with common interests; weak connections are connected to people who have common points or experiences that would otherwise seem to have no connection. Grass-roots marketing is characterized by the spread of the scattered customers, and this relies on traditional network can not, only through the weak connection Web2.0 to achieve.

"Successful marketing": Through the correct understanding of the value of the public and the strength of grassroots marketing, what is the practical significance?

Wang: Grassroots marketing is actually how to use the Low-cost, with the help of the public, more accurate marketing tools. The marketing impact on the enterprise has three aspects: customer, employee, market. In the traditional mode, users can find businesses, businesses can not find customers, and the action of the global network to use the map, from any business and individuals are interested in the same things to match, the merchant could find the past, present and future customers, which in the traditional network environment is impossible to achieve.

The second benefit that Web2.0 brings to the enterprise can help the enterprise to carry on the market research effectively. The world's largest network of more than 10,000 online research and evaluation, compared with traditional business research, in this assessment of the people, can be found in real time. 2.0 of grassroots marketing, the focus is to connect people. For enterprises, once the people strung up, you can find customers, do market research, find employees, and for enterprises, customers and employees are two great wealth.

In the personal perspective, covering all aspects of life, the daily life unconsciously woven. So we can find customers, our aim is to provide customers and individuals to meet the needs of every aspect of life to take a list of ways to let people come to see and save, the Global Action Network of the current 110 action nodes, in the future to build up to 208 nodes, each point has become a personal QQ number, Connect with them at any time, and each point is associated with different people. Through the classmate, colleague, commodity node, make the information match more accurate. At the same time through a series of different sides, such as the use of our network map, the management of personal relationships, simulation of real life, to solve practical action, so that people less detours.

"Successful Marketing": concrete implementation, how to string people up, so that the flow, user groups play its role?

Wang: We want to be the largest online action yellow pages in the country, providing valuable information about how a person acts, and finding like-minded people in the process. A person provides information that can be seen and fed back by many others.

A separate list of actions is mediocre, but using the current network technology to provide the conditions, we can have a large amount of information and multimedia support after each node, including 16 million business colleagues book node, 750,000 School alumni node, 5 million of the book node, 500,000 courses, training nodes, etc. followed by the corresponding information, audio, video and the most important factor-people. Content is still key, but the content needs to have a platform to support, we are the framework of such a platform.

Kotler's Level marketing theory tells us that when market niches are divided into the extreme, the market share is already small enough to support the operation of the enterprise, then the level of marketing needs to link these points together. Wrapping up a lot of points into action maps makes them closer to real life. From this point of view, the global network of action can be said to be the epitome of all Web2.0.

It's easier to take a little detour. To the enterprise, can find their own customers. Try to avoid repeating the detours that others have gone through. And the idea of who will say that what people need more is to tell them what to do, and that's what we want to achieve. #p # Paging Title #e#

Grassroots marketing, not just hilarious

Liu Fangjun, President of Wen/temporal perspective communication organization, from "successful marketing"

Because of several successful marketing events, the concept of grassroots marketing has been realistically raised.

Grassroots marketing behavior prior to the existence of the concept should have no objections. In fact, before the concept was hot, the behavior of grassroots marketing has never stopped. As early as more than 10 years ago, a lot of health care brands in the practice of grassroots marketing. Brush the wall, stick a telegraph pole, along the street Hair propaganda single page, without the participation of the mass media, no well-known personage endorsement, did not hinder these health care products in the marketing of great success. These should be counted as the success stories of grassroots marketing.

Grass-roots marketing has several major characteristics: first in the transmission channel, no longer rely on the traditional mass media, but the choice of more close to the "grassroots" mode of communication, including traditional advertising, word-of-mouth, large-scale participation in interactive activities, as well as the Internet after the emergence of BBS, blog, etc. second, in the dissemination of content, no longer rely on the celebrity , and began to "tell the story of the people around me"; again in the tone, no longer is I to guide you, but turn into me is you, I can understand you.

Whether a marketing method is effective or not can be the mainstream, always depends on the support of the environment. In recent years, whether in the world or in China, the rise of the individual has caused great changes in the whole social psychology. "You" became the man of the Times, the original pyramid structure is collapsing, the world has become more and more flat. Such a social background, for grassroots marketing to maximize the effectiveness of the creation of good conditions, so we can also foresee that grass-roots marketing will be widely adopted by more enterprises, with broad prospects, this gives all marketing practitioners to provide new opportunities and challenges, many marketing laws may be rewritten.

Yet any blind optimism is dangerous. Whether grassroots marketing can become a tool of marketing, still depends on the marketing objectives of enterprises, grass-roots marketing is not a panacea, but the enterprise goal strategy after a choice of tools.

The change of public relations under the grass-roots marketing trend

In fact, public relations communication has also undergone significant changes over the years, whether it is the dissemination of content or the choice of transmission channels.

More and more affective factors are used in PR communication, PR is no longer a dry and rational press release, user stories and so on a series of "pro-people" form of transmission began to appear, the channel of communication is not limited to the traditional meaning of the mass media, more and more new channels of communication are excavated and used Space-Time perspective in the 2003 when the music MTV as a brand carrier of the first, the success of the "journey" in the plume into a brand of cars, concert site This grassroots gathering place, also used as a carrier of brand communication. In addition, the 2006 plume in Sina for a brand opened a public interest blog, the number of visits quickly breakthrough 1 million. These positive attempts have proved to be very effective, and this effect is closely related to the background of this era.

Because public relations always pay attention to the public attention to obtain, in the whole social mainstream mood vicissitude background, the public relations transformation and the grassroots marketing idea's rise is consistent, therefore in the grassroots marketing tide, the public relations step has been relatively leading.

Open the door to the success of grassroots marketing

However, the real public and corporate awareness of the power of grassroots marketing, or in recent years, several large-scale grassroots marketing public events, such as Super Girl.

But not every marketing campaign around the grassroots can succeed.

Grassroots marketing can be understood as zero distance marketing, its essence is to shorten the distance of the brand quickly, put aside all the halo over the brand, tore away the mask of half-hearted.

Successful grassroots marketing must be as far as possible to create a sense of 0 distance. Regardless of the content, the channel must match the consistent, from the cognition formation, any link appears does not match, the grassroots marketing raises the attention degree to have the huge difference.

The protagonist of an advertisement should not be a celebrity again, even the star phase of the people do not want, the best look at the characteristics of ordinary people, such as KFC ads in a family, the message is not the guidance and preaching, nor the brilliant peak experience, but from the experience of plain life, not taboo oneself is an ordinary person , from the activity form, must be the low threshold of the public activities, has a broad mass base, there is no complex rules, it is best to imitate, from the participants, have a very low participation constraints, from the media choice, must be enough to live in the pro-people media.

Judging from this angle, Mengniu's "City" is not a grassroots marketing, because the form of activity does not have a broad mass base; "Dream China" does not but "super Girl", because the media is lack of grassroots, especially the central two sets of this channel; singing can be used as the carrier of grass-roots marketing, dance is not, the act is even worse , so the "Red Mansion draft" can not become the carrier of grassroots marketing.

Beware of the trap of grassroots marketing: Very lively, no marketing

Even if it is huge, we must face up to the inherent defects of grassroots marketing: Marketing events have a big impact, but not enough to support the brand.

If only through grassroots marketing to obtain huge social attention, and can not be the torrent of attention to guide enterprises and brands, then such grassroots marketing is undoubtedly a failure. In fact, it is not difficult for the media to gain universal attention by using social mainstream sentiment, exposed to the mass media in the grassroots can easily fall into a group of low IQ, this point, Le Pen in his book "Rabble" has been elaborated in detail, so we can not be difficult to understand the "paper steamed stuffed bun" News of the cause of the sensation, you see, The possibility of gaining widespread attention through the mass media has persisted. The most important thing is how to use this kind of attention to marketing?

Sometimes, attention is a huge trap, and when our marketing action gets a lot of attention, it doesn't mean that our marketing actions must be successful. To win the grassroots attention and participation is only a small step, the purpose of marketing is fundamental.

The centralized state of the grassroots determines that the torrent of concern is difficult to be guided and exploited, and the lack of credibility of the grassroots behavior will lead to the failure of the guiding behavior. It is difficult to use floods to guide the flood, if not by external forces, the grassroots marketing event itself to achieve marketing goals is not realistic, because enterprises in the grassroots marketing itself is involved in the torrent, in addition to the label can be affixed, it is difficult to effectively use.

This time, you must use external tools.

The application of PR in grassroots marketing

PR communication, has been regarded as the regulator of public opinion, as if it were to build a river embankment for attention, to guide the direction of the water Pentium. Only in this way, the huge water pressure produced by the grassroots marketing event can be used effectively to reach the place we need at a certain rate.

In addition to labeling in marketing events, through a series of ads to build events and brand relationships, PR communication plays an important role behind a successful grassroots marketing.

For the audience, usually only care about eating melons, but do not care about the kind of melon people. But if the melon is particularly delicious, at this time someone can be timely to introduce the melon who is, and its seed melon, in the case of high attention to the melon, the audience will not exclude this kind of transmission behavior. A successful marketing event for PR communication has won a good opportunity for communication, the timely intervention of PR communication, not only can effectively achieve the goal of brand marketing, but also can further enhance the audience for marketing events, this is a mutual promotion relationship. However, the opportunity to have a shelf life, miss it becomes blunt and no longer fit. Therefore, public relations companies involved in the grassroots marketing events planning and communication management is an important guarantee of marketing effectiveness. #p # Paging Title #e#

Also need to note that the public concern is a torrent of uncontrolled, grassroots marketing events are likely to have a negative impact on the brand, PR communication can rely on its communication form of the credibility of the characteristics of timely regulation and resolution.

Grassroots Marketing on-demand use

Even closer to the brand distance is the current many brands for marketing communications mainstream demand, but we must also soberly see, not every brand is suitable for grassroots marketing.

If the brand positioning in luxury, it is necessary to maintain a distant brand distance, so full street running Mercedes for the Mercedes-Benz brand is not necessarily a good thing, the whole Chinese people are drinking maotai is not a good thing, so Maotai needs to raise prices from the product level to lengthen the brand distance. Brand distance too short infringement of the brand and a lot of for example, full street is the Valentino store, so that the brand in China is basically difficult to roll over, another likely to hurt the brand is Porsche, the full street of the "Cayenne" has greatly shortened the Porsche's brand distance, and will threaten the brand positioning of Porsche, if allowed to develop , while harvesting short-term markets will lose long-term brand value, or Porsche will simply change its brand positioning, the world will be less than a gourmet sports car brand.

So, although many brands are plagued by long distances, but the brand distance too short is not necessarily a good thing, suitable is the most important, grassroots marketing is just a tool, in the use of tools, without the need to look at their brand positioning, in order to master this degree. Even if a company is really willing to change its brand positioning to adapt to the brand's 0 distance, in order to gain competitive advantage, the risk of competition still exists, because if grass-roots marketing is always effective, then in 0 distance brand This field, there will be many competitors, with the popular Blue Ocean theory, a Red Sea was born, It's hard to get back.