Online interactive Promotion new mode case XX brand ice tea promotion

Online interactive Promotion new mode case XX brand ice tea promotion

Before the convenience store to buy a bottle of ice tea, bottles labeled "Drink Crazy Win, 100% won" the icon is particularly eye-catching, the original is XX brand ice tea Summer sales again attack. My mind still vaguely remember last summer that "XX brand ice smooth super win" Superman promotional bottle. On the spur of the moment, I want to compare this two UTC promotions.

The target consumer group of iced tea is 15-22 years old, mainly young and dynamic student groups. Ice strength is always xx brand ice tea core demand. These two promotional themes are tightly branded DNA, while directly appealing for the nature of the promotional activities. From the number of awards and its winning rate can be seen, participation in the sales of the promotional activities as high as 2 billion bottles, last year, 1.5 billion bottles and more than 1/3, which revealed that the XX brand ice tea in the last year's promotional activities tasted the sweetness, and this year to increase promotional efforts.

The consumer incentive Marketing Campaign's prize structure for the jackpot, Jackpot and general award three levels. Grand prize for the Star Nod doll, Cleverly borrowed the brand spokesperson of the XX brands ice tea-pan and Hebe Tianfu. Compared to last year's "Superman: Steel Body" commemorative gold coins, the prize of the http://www.aliyun.com/zixun/aggregation/10238.html "> Market value greatly reduced, but for XX brand ice tea target audience group speaking, The two-Star limited-edition character doll's perceived value for consumers is clearly a premium. Compared to these two of consumer incentive marketing activities can be found that the XX card in the award to reduce the cost of input, while cutting off the last year's four prize grade of the second level of physical prizes-"Superman: Steel Body" cool headphones. Instead, the bigger virtual electronic prizes--the cost of mobile phone calls. In the total number of mobile phone fee prizes, last year was 900,000, and this year, the amount of the call Award as high as 4 million, last year, an increase of more than 200%. Why is XX brand so fond of the virtual electronic prizes such as mobile phone charges? Mobile phone charges as a kind of life electronic prizes, essentially equivalent to a currency, consumers to the value of this perception is very real, and the cost of communication with consumers is also low. According to the Ministry of Statistics, the end of July 2013 China's mobile phone users have reached 1.185 billion. Mobile phone calls this award of the coverage of the audience wide, but also with the XX brand ice tea target consumer group is highly coincident. From the face value, the operation of the XX brand ice tea in the summer SP agent has a small denomination (1 yuan, 10 yuan) recharge capacity, while able to cover the national mobile, Unicom and telecommunications three major operators. Presumably the agent has a strong business negotiation ability, with a nationwide coverage of a number of telephone operators resource system.

XX brand love in mobile phone charges behind there is a very important reason. Consumers who get mobile phone calls are bound to provide a real and effective mobile phone number to the event organizers, most of which provide their own mobile phone number. In this way, the XX card to obtain a large number of consumer data, and almost all accurate consumer information. In the cloud era of big data explosions, accurate consumer data is a brand of powerful intangible assets, which facilitates the brand and consumer communication. Through the excavation of large data, integration, can bring high value to the brand side.

Compared to the traditional "another bottle" promotion, through the PC end, the mobile phone input redemption string code for the lottery, the brand to provide electronic prizes in this way not only for the target consumer groups to provide personalized and popular prizes, but also to consumers to bring a better consumer experience; for the brand side, With low-cost input to create a high value of the promotional lever, to avoid high logistics costs, channel loss, the procurement of waste and loss of prizes, sales promotion staff management costs and other ills. It is believed that in the future promotion market area, this kind of promotion pattern will become the mainstream model in this field.