Uncover the mystery of circle marketing

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In the social life of Chinese people, "circle" is a very key word, big to enterprise, social circle, small circle in the unit, circle in everywhere. And everyone is a circle of people, no circle of life seems to be unimaginable. And because of these "birds of a feather, groups of people" Circle of the phenomenon, so that Chinese consumers are distributed in different circles, and the reason is to become a circle, but also because the community inside some homogeneity, or common hobby, or common interests, or common taste, or common goals.

(A popular 2006 novel "Circle Trap")

China's circles are also changing a lot today, especially when the super girls that can make the civilians overnight become stars and the public can participate in the entertainment show, the circle has a lot of rich connotations, the past "fans" "fans" is not so profound significance, and now these stars "fans" has become a time of popular words, and this kind of circle has begun to imitate all kinds of star behavior, even stars wear a dress, what brand of cosmetics will be these small circle of people go crazy follow. This seems to be irrational or short-lived behavior, for enterprises to carry out marketing has a reference significance.

First of all, a corporate brand and product targeting groups, must be a "circle" of people, but sometimes the circle is real, sometimes the circle is virtual, such as outdoor tourism and sports equipment, a large group of people are the various mountaineering groups, associations, "Donkey Club" and other organizations, therefore, Enterprises not only to study the customer base, but also to focus on customer circles, to find the target customer groups to survive the various circles, you can find a good information dissemination and marketing channels, the use of interpersonal interaction between the circle to marketing.

Second, a circle because of preferences, interests and other aspects of the common, but also affect their brand choice, consumption behavior of some homogeneity, such as entrepreneurs together in the circle, for some high-end leisure activities, high-end brands will have a common preference. Digging and understanding the likes of these people in the circle can better the product and brand demand point positioning.

Again, the circle of opinion for consumers within and outside the circle of influence is enormous. Now a lot of people want to buy a product, will be on the Internet to collect information, there are a lot of consumers will go to various forums to find other people's use of feelings, etc., so, a variety of BBS formed by the user to become the aggregation point of this information, and this information not only for the people within the circle of great influence, For outside the circle of the target customer influence is also huge, such as SouFun on a number of real estate owners of the comments, almost become the influence of other people purchase decision of an important factor. And the development of a variety of community Web site Theme Forum site has become an important part of the circle of ecology.

Therefore, we can see that the charm of the Circle is infinite, and the space available is very large. Enterprises can utilize circle marketing from the following aspects:

First, support and sponsor all kinds of circle activities. There are many larger circles, often holding various activities, at this time, if these target customer groups are very valuable to the enterprise, supporting and sponsoring their activities is of great value to the branding of the enterprise and the dissemination of information, for example, the Hurun list has been sponsored by the list of Mission Hills in the last two years, And by his selection of the rich are golf, villas the most valuable target customers, they are a worthy investment circle. By supporting circle activities, you can establish a relationship between the brand and the circle itself.

Second, establish the target customer's "circle" database, excavate the customer data value, carry on the accurate marketing. For enterprises, not only to learn to use various groups spontaneously set up the circle of marketing activities, but also can form their own "customer circle", such as glasses enterprises can use their own customer resources, launched the establishment of "Eye of Love" circle, and then by enterprises to organize some customer activities, Let the customer form a circle closely related to the glasses, in order to attract more target customers; More importantly, enterprises should have the consciousness of establishing the circle database of customers, the target customers should buy the product time, the basic characteristics, preferences, like brands and so on data collection, and dynamic management, using the mining of customer data , to guide the development of marketing activities, and even for those within the circle of customers to disseminate information, for directional dissemination.

Third, we should not ignore the "circle" power on the Internet, and take advantage of the role of the network opinion leader. Internet forums, BBS are specific people patronize places, in these places once someone spread the positive information on the corporate brand, immediately affect other people's views. Therefore, enterprises should be aware of the national and its products related to the community and the forum to do some attention, if necessary, a certain amount of management can be done by recruiting some customers to act as opinion leaders in the Internet community to publish basic information about products and brands, experience and experiences, etc. to achieve low-cost marketing.

Four, around the circle of idolatry effect, can develop and design some new products. Every circle will have their own idols, such as when Jay Chou Red all over the time, these national Jay Chou fans will imitate, collect, buy and Jay related products, so, Jay Chou personally involved in the design of the ARIA J3 MP3 player launched, By the fans of these Jay Chou's high attention.

Five, the target customer base of the same brand and enterprise, can establish circle marketing Industry alliance. Customers of the same brand and enterprise, can carry out joint promotions, brand alliances and other ways to jointly explore the value of the circle. For example, two brands are serving "the", it can be established "industry alliance", through the study of the consumer behavior and lifestyle, in the marketing of the joint, not only can reduce costs, but also can be combined to develop some new joint products.

In the current market environment, each consumer has its own circle of ownership, this circle sometimes in the virtual space, sometimes in the formal organization, and sometimes in the civil. And the value of the circle, grasp the characteristics of the circle, deep into the circle of marketing, will activate the circle of consumption to promote corporate brand a new way. As someone said, there is a circle of everything.