For advertising in network world, there is a point of concern: "regardless of company size, pure Internet advertising can produce benefits are very limited. In network world, enterprises have to do public relations and advertising. ”
Strategy 1: the creation of entities and virtual of win-win strategy
Harley-Davidson motorcycles, motorcycle BMW in the United States a total of 650 Home Harley dealer. For them, the real "gold", is highly profitable locomotive parts and accessories and peripheral items. E-Commerce Manager Osterman came up with a "triple win" idea: Halley's first establish a network of shops around and do things neatly, attracting a wide range of fans search for Halle, Halle, cool costumes; however, when users want to order, Internet shop will be asked to select a dealer, users on the Web site to complete the ordering process, the information is transferred to the Harley-Davidson dealers for Harley fans finally can pick the nearest to the reseller. This part of the revenue benefits from Halle companies and dealers divided proportionally. The idea sounds good, but first convince dealers of Halley's Comet. As a result, they found us a dozen senior dealer meeting together, they made many recommendations for Web design. For example, increase the shop specially designed t-shirts and so do objects sales; Halle companies, dealers online order at least two days processing time and to immediately to determine the order that Halley's Comet is responsible for monitoring delivery time and deal with difficult diseases, and continually update the site content. How effective the? currently, each month, about 100 million Internet users browse the Web site, Halle, Halle, not only performance skyrocket, dealer with profitable, but also let more Harley fans on Halley's perception of the company from the "satisfaction" jump to "very satisfied". Strategy 2: stresses the brand experience, not just the brand awareness
Virgin Group three months open sell 1.7 million Virgin Group products, management project has been diversified, from traffic, financial, drinks, music, cell phones to the publication. But the last Virgin online wine marketing, the popularity of the product is cut out of the market for customers to create personalized, unique merchandise. Network this personalized media, is the perfect new tools. In early 2000, the United Kingdom has 30 family winemakers online selling wine, Virgin online wine shop, in addition to own a brand, and not much chance of winning. Also, it's quick action, because there are other people want to eat the cake. As a result, Virgin online wine shop, three months to complete on line work, from the Web site, building automation, storage, handling and logistics, to set up a service center, are all others. The online wine shop, there are many very friendly design. For example, one named "jiuxian" software, you can record and track the customer's needs and the client the next time you go online, to provide a more personalized wine information, and the Amazon network Bookstore books of intelligent "suggestions" feature.
Virgin online wine store, although it is a new company, also kept the Virgin has always been the tradition: not blindly hit money advertising marketing. This depends on creative-their main "viral marketing", issue 3 million e-mail to Virgin under all of the customer. As a result, Virgin online wine shop really proved to be the father of the "Tiger" no dogs, from June 2000 since the official open station, three weeks is 80 million people browse, now unable to sell hundreds of boxes of wine. With this successful experience, the Virgin appeared to be riding on the strength of the brand, website and then scored a few city.
Strategy three: creative strategies for combining modern and traditional
Use of technology in the 21st century, a 13th century beautiful life. Located in Italy, the small mountain village Qalat, appearance preserves the characteristics of medieval Italy, overlooking the Alps, is a paradise of tranquillity. In 1991, the developer Pan Billo and his colleagues, in unusual holiday mountaineering activities, discover the unusual village. The beauty of the scene, making their my brain to move so quickly, decided to use $ 2 million to buy the whole village, and then persuade Italy Telecom import of modern communication equipment. They also found the building expert re-engineering mountain village appearance preserved medieval Italy style, the Interior is equipped with the most advanced technology. This combination of culture and science and technology plan, the total spent 10 years rebuilding carate: village broadband networking; and put together some 60 villas, each building are equipped with Internet, satellite TV, telephone, cable TV and ISDN, you can even look for video conferencing and interactive TV. The price of each of the villas from $ 14 million ~ 33, new Aboriginal is "a bit of money", including entrepreneurs, architects, doctors, professors, writers, etc. They have seen the media information, some are friends of mouth, but have made the same choice: buy villa do holiday and short-term work. From the United Kingdom's Austrian capodanno couples in 1999 to buy a villa in carate technology, from here the "remote control" they are located in the United Kingdom and the taxation of land development company.
Marketing remote carate is not a problem, the international media have great coverage of this advanced digital village, including the United Kingdom the guardian, carate reputation quickly.
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