Hot Topic triggers joint marketing (IE Group marketing)

"Dong buy a steed, West buy richly, Nan shi buy bridle, Bei buy long Whip" This "Mulan poem" in the words are familiar, the effect is: in the east to the east of the market to buy horses, the West market bought saddle and saddle under the cushion, the south of the market bought bits and reins, the north side of the market bought long Whip (whip). So what does this have to do with http://www.aliyun.com/zixun/aggregation/17873.html "> Joint marketing?"

First, let's think about why Mulan went to the army for the father. Is it because of the war, the court began to recruit, then this is a hot topic. Because of the war, so the court to conscription, leading to Mulan to join the army, will go to Dong, the Shi ' nan, to buy all kinds of supplies. Dong's steed, the richly of the town, the bridle of Nan, and the long whip of Taipei, all belong to different categories (it seems to have a small and beautiful concept in ancient times) belong to east and West 4 markets (4 shops) so how to let these 4 markets achieve joint marketing? (Of course there was no such concept in ancient times, in the age of scarcity, as long as the product can be used, is a rigid demand for the Dong when we buy a horse, the store gave a voucher of 50 dollars, can be used in West buy richly, in West buy richly and Dong buy the horse, get points, It can be priced in the provinces of Nan and Taipei, where 4 markets (4 stores) have completed a joint marketing. Here is just a small example, in the actual operation there are many ways to use.

The small example above shows that the premise of joint marketing is to have a hot topic, and the hot topic is to stimulate the demand of a point. Recently, there are 618 big promotion ads everywhere, just imagine, if there is no 618 years of promotion, then the joint marketing gimmick will be reduced a lot? And will the effect be bound to be greatly reduced?

Remember there is a more classic O2O joint marketing case, 721 Beijing torrential rains (July 21, 2012) led to many cars flooded, but also claimed the lives of 79 people, and then many owners, are very attached to this kind of safety issues, will be online to buy a car life hammer (then sold very hot). So there was an online shop owner who had done it, who had bought their life hammer, will send 10 dollars to wash the car voucher, general to shop car wash maintenance, will send 20 yuan online shopping vouchers, so 2 stores, a line, a line, completed a closed joint marketing, a hot topic detonated 2 stores. Tips: This article by pushing a college lecturer Li Zeshing Original, I mainly engaged in network marketing work, want to see the author more articles, please search "Li Zeshing", reprint, please retain this copyright information.

So what kind of shop is suitable for joint marketing?

Many small and medium sellers walk in small and beautiful routes

Advantages are:

1. Ship Small Good Turn

2. Small product, low stock pressure

3. Low promotion costs

4. Low staff costs

5. Old customer loyalty is high

Disadvantages are:

1. Less traffic

2. Less categories

3. Small choice of space

4. Small influence

5. Small group of customers

Understand their own advantages and disadvantages, to achieve the effect of 1 1>2, we must choose a good partner.

So what kind of partner is appropriate?

First of all, the level of difference can not be too big, too large shop customer groups are not the same, it is difficult to attract common consumers, but not with a common consumer can cooperate, such as the same category of products, the same product will easily produce the phenomenon of robbing customers, may lead to their own old customers will be lost to other go, outweigh the gains. General recommendations can choose more than 2, 5 of the following to do joint marketing, so that not only conducive to the purchase of consumers, also will not cause marketing points too dispersed situation.

Second, the main brands of each other's shops should complement each other, so that they can attract common consumers, such as the purchase of car children's seats, may have the intention to purchase other children's supplies, so you can unite with each other.

Finally, the shop and shop activities between the theme should be related to the price Division should be consistent. cannot be the active subject is Father's Day, and the main shop category is women's clothing or children's clothing, their shop main good hundreds of products, preferential strength can play 50 percent, and your main product price is dozens of, preferential strength of up to 10 dollars, this loss of their own, but also to achieve the effect of useless work.

This is done, and the next step is execution. Each shop to focus on the theme of the activity, forming a resultant force, smashing a point in a direction, preheating, and then set an attractive discount, can echo each other, forming a closed preferential mode. After the event, we should also unite with each other and continue to expand the outcome.