How to use O2O to ring trans marketing door?

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"The World is Round," Christopher Columbus said. ”

"The world is flat," Friedman said. ”

In the book "The World Is flat," the author describes in a straightforward and understandable way how technological advances are making the world a reality-an irresistible trend of globalisation. In his case, there are a number of examples, such as those answering calls to the United States, which are in fact miles away from India, just to show that the business of globalisation is on the way to deeper development.

Joint, cooperation and even such a frequent occurrence of such keywords, all reflect the current world trend of business trends-cooperation and mutual win. When many companies are placed on the same platform, how to carry on this platform in depth and horizontal three-dimensional development, integration of existing resources for market linkage, so that you have me, I have you, is to knock trans marketing door to consider a problem.

What is trans marketing?

In fact, trans marketing is a new idea of integrated marketing, that is, the two seemingly related to a small industry and cooperation, the use of common publicity, mutual promotion of cooperation between the brand, play a role in 1+1>2, and finally achieve "integration of the total win" market goals.

For example, the company's bi-wave washing powder and Haier launched a new listing of washing machine joint advertising, breaking the past when the company's marketing communications, the kind of singles, the use of trans marketing model of cooperation and win, which is a model of trans marketing.

Ii. issues to be considered in the adoption of trans marketing

1. Is there any commonality between the target consumers?

Although the trans promotion, but does not mean that you can randomly choose the target consumers, after all, in the integration of communication, we must let each other to win, that is, our target consumers must have common, so that the effectiveness of marketing promotion can be effective;

2, the promotion of the goal is consistent

In the promotion of trans, if the promotion of cooperation between the target is not consistent, then each other is very easy to conflict, and then the good foundation of cooperation to erase. In fact, trans marketing most hope to achieve the effect is to achieve channels and resources to share, so that the target consumers can obtain great convenience, reduce their transaction costs, and let the brand synergy effect to the extreme, so that consumers have a sense of identity, thus creating a unique charm of the brand culture.

3. Cooperation between the two sides must be equal status

If the trans promotion, one side is too strong and the other side relatively weak, then it is easy to cooperate in the process of various contradictions. At the same time, if the enterprise is engaged in trans promotion, only consider how to use each other's resources for their own advantage, make every effort to rely on other people's brand name to their own face, then undoubtedly lost the real intention of trans cooperation and advantages.

Third, how to use O2O ring trans marketing door?

As the now very fashionable O2O, the offline business opportunities and the Internet together, let the Internet become offline trading platform. So how do we use this model to ring the door of trans marketing?

1, to have a common target consumer to provide trans marketing promotion

Case 1: For that group of consumers who like to sing K, party, most of them will be more love for some trendy things, such as the current very popular reality version of the "Secret Room Escape", then how to combine the two to carry out trans marketing promotion? Maybe we can take the form of Integral Mall, For those who often sing K and have become members of the KTV booking site, you can have the opportunity to redeem the reality version of the Secret Room escape. Through this form, the KTV booking site not only enriches the points of the Redemption prize type, and provide the reality version of the "Secret room Escape" that the merchant has been the site for his business promotion opportunities, so that his store can be a lot of Web site members understand.

Case 2: Go to KTV Party, people often because of Hing, it is easy to drink too much, at this time, need to call a taxi or use the service, then the KTV booking site can be together with the provision of the service of the taxi company or the driving company for trans marketing promotion, Let target consumers can book KTV boxes at the same time, can also be scheduled to go home taxis or driving services.

Through the above two cases, we can realize the O2O mode of trans marketing activities, so that the cooperation between the two sides to achieve the sharing of channels and resources, but also allow the target consumers have the opportunity to obtain great convenience, reduce their own transaction costs. Only when consumers are able to experience the convenience of such joint promotion can they have a personal experience and resonate with the services provided by the business.

2, the use of trans marketing to enable consumers to understand both brands

Only when consumers know what the services of trans promotion are, then let them personally experience some, so that they can make them on both sides of the brand impressed, so, in the trans promotional activities, we must grasp the balance of good cooperation, so that both brands can be recognized for consumers, experience.

After all, the brand symmetry and the degree of match in trans marketing are very important, we must not stop the cooperation in the shallow layer of service overlay, so that the cooperation between the two sides, but should play the maximum advantage of cooperation, and strive to bring about a more winning situation, whether it is trans to promote the partners, or target consumers, If we can achieve the maximum of our respective interests, then this trans marketing campaign will be a big step towards success.

3, avoid trans marketing promotion when the meaningless competition.

There is a chance of competition in any process of cooperation, but as long as we keep in mind that the common goal of cooperation between the two parties is to be a customer rather than a competitor, we can reduce the loss caused by competition. Be aware that if we consume each other's resources in the trans promotion, it is not only possible to share less resources, but also may cause a temporary divergence of interests so that we can no longer cooperate, so that customers have lost.

This will only let our target consumers lose confidence, end up with a multi-party failure of the situation, therefore, we are in the trans marketing, we must be tolerant of each other, the goal is to integrate resources, expand the consumer market, to achieve maximum benefits.

Iv. Summary

The emergence of the O2O mode, so that the offline tens of thousands of physical stores have a close contact with the Internet opportunities, how to drain from the Internet, and then converted into these offline businesses of the consumer population, will become a network marketing the context of a chance. Perhaps the integration of marketing trans marketing is a good way, but how to use the O2O model to achieve trans marketing, so that more small and medium-sized businesses can share each other's resources, play a greater role, so that 1+1>2, we have to seriously consider a problem.

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