Roseonly detonated the popular three fan marketing rules

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Every day: "Dad, where are we going this Christmas?" Zhang: "This Christmas, Dad will take you, do @roseonly special Love flower Shop" Love Messenger ", to send flowers to everyone. ”

This is the year Roseonly union Zhang father and son, during the Christmas time to do a social marketing. Presumably everyone to roseonly this brand has been very familiar with the 2013 Valentine's Day through the Xiaolu of micro-blog marketing, roseonly a shot, become the first flower in the day cat turnover brand. Founded less than a year, has completed the financing of the Tricycle, redefined the "high-end flower private customization" concept, roseonly in the end is a what kind of company? How can they quickly use social networks to make their brands fast? What have we learned in this fast-growing brand? Yesterday in the Titanium media conference, TI innovator meeting met Roseonly founder Boys, we listen to his own story roseonly is how to do fan marketing, the following summary from his speech at the annual Titanium Media conference.

Boys in doing roseonly before, has been regarded as a very successful investor, invested in the public comment network and other companies, long ago financial freedom. How can a person who has already made a successful investment in the field of business start from zero? Pu Yi give himself the reason is to bow a leap, people want to jump higher, first of all, we must first leaned down, low to dust, the future will reach a higher altitude. Many investors do not invest in first-time start-up executives because they don't pull down and tend to puny. Decided to start a business, he did not choose the company address in the international trade three, Yintai and other high-end office buildings, but chose to build Soho.

He said that Pan Shiyi contributed a lot to China's start-up companies, because Pan Shiyi in such a good location, built so rubbish building, and please come to such poor property, resulting in the house can not rent out and rent cheap, and eventually become a paradise for entrepreneurs.

When you decide to start a business, you must choose an industry and an entrepreneurial project. Boys in Silicon Valley, familiar with the business models of internet companies such as Facebook and Twitter, investors should have a natural sense of smell for business models. Last October, Facebook launched the Social gift services company Facebook GiftS, which allows users to use the service to give gifts to their friends. Boys has sniffed out business opportunities and wants to rely on social platforms such as China's Weibo to do gift services that combine social media. He eventually focused on the field of high-end flowers and created the Roseonly brand.

In the internet age of all connected, want to let the brand word of mouth, must give the brand a story, let the content has the adhesion, can form the viral spread. The "Tipping point" book mentions three principles that trigger the epidemic: content adhesion, key-person principles, environmental power. These three principles apply to roseonly marketing is also very fit, we through these three principles analysis of Roseonly fan group marketing.

The first one, is the content of the adhesion, said the popular point, is the brand to have a story. Especially for flowers this emotional value of high value-added products, must give users a reason for consumption. Boys roseonly brand story with Love, Love is respected is "uniqueness", "exclusive", so roseonly require users to send flowers life can only send a person. This brand story, for some female users is very lethal, female netizens in a micro-blog to see their flowers gift box, will be @ to their lover, invisible among the word-of-mouth spread. In addition to the brand story, Roseonly also set up a number of bridge sections to make the content more adhesion, such as handsome boys open the mini to send flowers, let the office screaming and so on. Of course, the brand story, marketing bridge should be built on the basis of good products, so they find a special designer design flower box, choose to fly from Ecuador rose, the product at a glance must look "tall", to meet the vanity of human nature part.

Second, talk about the principle of the key person. The key person divides into three kinds, the contact person, the expert, the salesman, these three kinds of people in the Word-of-mouth dissemination plays the important role. For start-up companies, Roseonly, the boss is an expert, is also the first salesman, so Boys in the Web site just on the line, using the King way, 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, The results were sold out and empty. Boys said the first batch of users of the product is critical, are absolutely "high handsome" crowd, this brand roseonly dozen "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 on Weibo is the "star" the most appealing, with a huge fan group, should be counted as the key of the contact, in the marketing play a "medium" role. According to Boys, this Christmas they will also spend a high price to invite Zhang father and son to participate in social marketing, the two will be on Christmas Day as a "flower messenger" for lucky customers to send flowers. Of course, hot marketing can only be promotional means, to continue to obtain customers, but also rely on the brand's fan group.

Roseonly's first die-hard users, after getting such a beautiful flower, certainly in micro-bo, micro-letter brush a sense of existence, is both a user, is also an expert, is a salesman. Roseonly in three kinds of key people, driven by the snowball roll the larger fans, the current micro-blog gathered more than 500,000 of fans, in the micro-letter gathered more than 100,000 of fans, become a stable source of traffic. Boys said Tanabata orders reached 20 million, sales reached 10 million, the power of the fan group can not be underestimated.

Let's talk about the environmental power. First of all, now indeed living more and more affluent, more and more pursuit of quality and personalized, the original kind of flower market to buy a bunch of flowers have been 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 with Bai Fumi must carry a LV bag 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 firmly grasp this point.

Investor-Boys, in the construction of the fan group attaches great importance to the first batch of users, in the financing is also carefully selected investors. His angel investment selected three, robust Hebo, Entrepreneur Magazine's New Wengwen, Vogue magazine's Liu. Hebo is his entrepreneurial mentor, New Wengwen has a circle of contacts, and Liu can find the star Big V they use for marketing. For the future of marketing, Boys said he will also use the star in the microblog marketing. For micro-letters, in the marketing of no good way, they chose to let Tencent to invest, through a number of binding protocol, let it get good marketing resources in micro-letter.

Almost all popular culture in the world starts from a small circle and is popular among the masses. And Boys is to find the brand story of Roseonly, the snowball way to build a fan group, and then use the social network to detonate, creating a new business model and popular culture.