US vs. Mass reviews: Strategy and logic behind marketing warfare

Wen/Lu Ling zi cun

Remember the original 酷6网 founder Shanyou said a word, "Internet entrepreneurship must be a yell while running, (even) sometimes yell more important than running!"

This sentence, I believe that most people in the circle are very familiar with, many entrepreneurs are more hands-on. such as the electrical business field of poly-Mei excellent products and Le Feng, female app field of Pomelo and aunt, group buying in the field of the United States and the public comments ... Are familiar with this way.

Today, we will talk about the "Thousand Regiment War" left the popular "players"-the United States and the public comments, see how they yell?

A few days ago, and the circle of friends chatting, he said that a very interesting phenomenon: the United States and the general public comments on the recent focus on building ads, the United States Regiment mainly put one or two-line cities, the public comment on the three or four-line city-oriented. Clearly, the two have begun to enter a new round of fighting and shouting.

But I do not know if we found that, as a life-related group buying site, they did not choose television, radio, such as the public channels, they chose to focus on building ads for the battlefield, and the strategic difference is also great. American Regiment main one or two line city, "the United States once, the regiment once" the advertisement is obvious small fresh and the literature fan; public comment main attack three or four line city, "Five dollars happiness is what" advertisement simple, direct, ground gas.

Obviously, the public comments and the United States and the group's marketing campaign behind is a deep-seated strategy and logic, the choice of the audience and different to put the city, reflects the status quo of the two.

Let's take a look at the first question: Why did the group and the public comment on the choice of advertising for the battlefield? I think it can be explained in two dimensions.

1 The necessity of information communication mode

As we all know, the United States and the general public comments are typical O2O representatives, the link line under the online consumer is its important business form, but also the user to obtain and transform the basic path of information. Therefore, the hunt line of accurate users, for them, become significant.

However, from the consumer access to information model, simply said there are two, one called active one called passive. The initiative is the person to obtain information on the way is what the passive is this person's living space is what. Rounding up a consumer, the left-hand side is how to capture his access to information; the right-hand side is how to seize his most important living space. When the two were attacked, the man could not escape.

At present, the information platform represented by social media has obviously become the main way for consumers to get information actively, while the media channel represented by the community life Circle is the latter. The United States and the public comments as a typical O2O model enterprises, to seize its consumers, marketing promotion of the line under the combination also become inevitable.

2 The key channel to compete for users

The United States and the general public comments are the main local life services, to provide entertainment and other consumer information. Their users and the majority of the building crowd high coincidence, the age is concentrated in 20-45 years old, is the city white-collar, office workers, business elite mainly high-quality consumer groups.

In addition, the current TV media ratings continue to decline, video site promotion of micro-movies more and more, are submerged in the torrent of information. And the audience of this kind of building advertising is not the same, it is compulsory push. It captures the boredom of the masses and the fragmentation of time. Because the moment you wait for the elevator, looking at the building ads is the best way to avoid embarrassment and eliminate boredom.

So, if you can push advertising content to its potential consumers during prime time (commuting hours), the effect of hunt is naturally obvious.

The second question: Why the United States Regiment major in the one or two-line city, while the public comments on the short-based three or four-line cities? This question, I think, can be answered from the different development pathways and genes of two companies.

The development of ten years let it establish the status and the threshold in the Life service field, especially in the one or two-line city, it has the difficult position and the word of mouth. And the United States network as an Up-and-comer, since its inception in the volume of transactions to maintain the growth rate of 300% years, three or four-line city "base" everywhere, also let the outside world to its overwhelming impression.

Because of this, two companies have a corresponding difference in corporate culture. Billion European network founder Huang Yuanpu has written, "Pugo and the public comments, the United States regiment a lot of staff contact, the public comments on the staff of literary and artistic petty bourgeoisie, the United States Regiment staff more vigorous desperately ... The public reviews headquarters in Shanghai, the struggle of the atmosphere is weaker, heard that the high-level has begun to publicize wolf culture, trying to arouse the enthusiasm of the staff, the United States Regiment headquarters in Beijing, more sense of crisis, has been in sight of Beijing rented two buildings, fast to the direction of large companies. ”

Obviously, it is precisely because two of them know their strengths and weaknesses, they will launch a new round of offensive and different strategies. For the public comments, the use of micro-letter access to the flow of the portal, vigorously expand the three or four-line market becomes the most important, and the United States to come? began to need "rural siege City", to the one or two-line City crowd depth and harvest.

"Run" and "yell", the United States and the general public comments are "thousand Regiment" in the leader!

The author of this article micro-credit public number: Book guest (Id:shukewenzhai), focus on marketing observation and public relations thinking.