Siemens Home Appliances New Media marketing "through" tour

When the influence of new media such as Weibo, happy net and blog is recognized, http://www.aliyun.com/zixun/aggregation/36119.html "> New media Marketing is booming, more and more enterprises begin to wield army and kill to new media marketing." As a marketing person, experience the Sina Weibo "I take the high-speed train under Yangzhou" marketing, and saw the Siemens refrigerator in the new media, some of the dissemination of cases, deep feeling.





Siemens Home appliances can be said to be a very traditional foreign brands, but the recent more than a year in the new media marketing has been increasingly affected. Last year, Siemens refrigerators successfully created a "fresh life" concept, with the help of new media hot fame. This year, Siemens refrigerator for the "vacuum cabin" refrigerator, planning a "catch fresh" topic marketing. Two successful new media marketing cases have allowed Siemens to go through a journey in new marketing.





traditional media to new media through





Siemens as a traditional home appliance business, its marketing has been based on television, newspapers and magazines and other traditional media marketing. When a large number of ads flooded the user's vision, the traditional media marketing effect also greatly reduced. In the television media, many people see the advertisement will immediately change the channel, the traditional media dissemination has been limited.





Besides, the consumer group of Siemens household appliances is between 20-40 years old, this group is now a loyal netizen. From the target of locking audiences, as well as the effect of communication, the new media is the traditional enterprise marketing preferred camp. Based on this consideration, Siemens last year for the refrigerator product line launched a new media marketing attempt, on the Douban launched a "refrigerator stickers God horse's favorite" activity, the Siemens "fresh life" concept spread out.





in the event design, Siemens home appliances used "drying refrigerator stickers" and "Turn the refrigerator" two small activities, first, with a strong visual impact, participation threshold is lower, and the most closely combined with watercress culture, "drying refrigerator paste" activities began, triggering a wide range of concerns, and Siemens refrigerator function with more closely to turn the refrigerator activities, Deepen user interaction, forming a fixed fan group. One inside one outside, one shallow deep, gradually will be the connotation of Siemens refrigerator in front of netizens: Siemens Refrigerator adhering to the High-tech, for users to create a fresh life.





At the same time, Siemens's "bask in the fridge" activity in some popular forums and SNS site run. With the help of two activities, the "fridge post" and "turn over the fridge", Siemens successfully opened Pandora's box of new media marketing and realized the passage from traditional media marketing to new media marketing.





New Media Marketing "quality" through





after the first successful attempt, Siemens began to focus on new media marketing. Because there will be some more abstract technology in home appliance products, ordinary users are hard to understand. With the help of the flexible manifestation of the new media, the abstract technology of Siemens home appliances can be transmitted to the users from the perspective of civilians.





This May, Siemens introduced a vacuum zero-storage refrigerator, its bright spot is the use of Vacuum zero preservation technology, through the "zero" based on the "vacuum", effectively inhibit the breeding of bacteria, in the low pressure hypoxia environment to extend the shelf life of food, so that fresh way to two times the speed of the upgrade. How to transfer this abstract technology to users is undoubtedly a difficulty for Siemens in the new Media marketing road.





in order to the Siemens Vacuum zero storage Refrigerator "vacuum zero-storage technology" civilian, Siemens is carried out by two means: first, through the use of feelings, so that users understand this trendy fresh-keeping technology; second, through the "fish" This example element to narrow the distance with consumers and cause concern, all the design closely around the "fresh" This theme.





in the activities of the design, in order to "vacuum zero preservation technology" more understandable, by the cartoon Reds Fat Rabbit Porridge cartoon "A Fish fresh Journey", the abstraction of the technology vividly displayed. In addition to comics, Siemens also filmed the "Sky Flying Fish" virus video. With the help of cartoons, forum topics, video and other means of communication, Siemens will display the abstract technology of vacuum cabin refrigerators to the audience, Siemens in the new marketing level has achieved a "quality" through. And watercress community has become the Siemens refrigerator New Media marketing long-term position.





400 million netizens, 900 million mobile users, the Internet and mobile internet have a strong influence on the new media represented by blogs, SNS and microblogs. As the TV ads were sought after by traditional enterprises, new media marketing became a compulsory course for traditional enterprises. In less than two years, Siemens was transformed from a layman in new media marketing to a professional new media marketer, perhaps only by "crossing".