How to improve brand loyalty through integrated marketing?

I will lead you to understand what marketing activities the brand will use to interact with consumers and promote our products; what methods and techniques they have that are worth learning from, and I also hope that through this we can better and more deeply understand the dry goods of the industry.

Table of contents:

• Chapter 1: How to create internet celebrity products that break the circle and how to drive sales performance through internet celebrity products
• Chapter 2: Empowering Brands with Product Innovation
• Chapter 3: Improving Brand Loyalty through Integrated Marketing

In the last issue, we talked about how to innovate a single product. Now let’s talk about brand innovation - how to create a new way of playing through integrated marketing, so that consumers will have a stronger concept of the brand and thus improve overall loyalty.

This is Chapter 3, let’s take a look at it together.

01 Case 1: Lancome

How does a brand like Lancome achieve integrated marketing during an event?

We can see from the left that, first, Lancôme opened a gigantic installation in Paris, creating over 60 million exposures at home and abroad.

Lancôme’s pop-up store also opened in Sanlitun, Beijing. In the store, you can place an order online by scanning the QR code, take photos with new retail influencers, and integrate the on-site experience together. In addition, celebrities are used to attract traffic to trigger spontaneous dissemination on social media, and good exposure is achieved both inside and outside the site.

At the same time, there is separate celebrity marketing in the event. Lancome invited celebrities such as Wang Junkai, Zhou Dongyu, Liu Tao, Yuan Quan, etc. to endorse different products and cover different types of fan groups. This is more accurate and effective.

The third step is to promote the product and attract fans through live broadcasts and short videos. On the day of the event, live broadcasts will be conducted across China and France through pre-sales.

With the help of star power, Zhou Dongyu supported the event, distributed red envelopes and benefits, and the online interaction between China and France reached over 2 million. In addition, through Taobao's creative short videos, we created 4 short videos to interpret the fast logistics of Double 11 in a scene-based manner, with surprises such as gifts of great value and opening ceremonies, so as to better conduct in-depth discussions and communication with consumers.

Of course, the activity cannot just float on the surface, and cannot just make consumers feel high-end, but also the activity must be implemented, so it is also combined with forms such as purchase of samples and giveaways, so that consumers can directly convert.

So have you discovered it? The significance of the entire marketing activity lies in the integration of online and offline, not only the integration of online and offline communication methods, but also the integration of gameplay and sales conversion. When we provide 360-degree service to consumers, sales will naturally increase.

02 Case 2: Pechoin

Let’s look at another domestic brand – Pechoin.

Last year, Pechoin created the Palace brand, a concept that highlights the beauty of China, attracts young consumers, and secures its membership in Tmall’s billion-yuan club.

Pechoin seems to be a very traditional company, but it started to innovate and change last year. This is similar to Li Ning that we talked about before. Both companies use brand reshaping, communication and interaction to make the brand feel younger.

In fact, most Chinese consumers are still willing to accept domestic products. So how to make domestic products more advanced is the most important issue that domestic brands need to think about.

The entire process of Pechoin is to warm up the micro-topics before the event. During the event, discussions were sparked through Chinese studies and female KOLs, and the viral video "Time Antidote" was used for dissemination and interaction.

Through the collision of traditional culture and current trends, the lyrics and the theme of "Time Antidote" promoted the ultimate oriental beauty, and in the end the entire song was imported into the e-commerce platform, achieving sales of over 100 million yuan on the same day.

1. Integrate brand resources and create customized

Integrated marketing not only emphasizes the combination of online and offline gameplay, but also integrates the brand's existing resources for customized promotion.

The brand By-Health has adopted different products and marketing strategies on major e-commerce platforms to reach various consumer groups. It ranks second in the nutrition and health category on Tmall, second only to Swisse.

We can see its marketing strategy from the picture.

By-Health’s Tmall flagship store relies on fan economy, promoting the brand’s new series of businesses and targeting young consumers. As for By-Health Tmall store, consumers usually stock up, so the main products promoted are bulk packaging, targeting long-term consumers. The By-Health JD flagship store has a richer product line, which is suitable for a variety of combinations and is also suitable for consumers who pursue cost-effectiveness.

Each store uses its own unique methods to accurately reach different groups of people, which is also one of the important ways for brands to protect product price lines during large event schedules.

In addition to the precise positioning of the product line itself, By-Health also focuses on the promotion of fan economy, targeting young people and increasing brand exposure and promoting product sales through various forms of interaction around idols.

By-Health takes several steps to improve the consumer economy.

1. Set preset goals and corresponding benefits to encourage fans to cheer for their idols. For example, as you can see in the picture above, the goal on October 20 is to achieve our 600 commitments. This is also a commitment made by fans and celebrities, that is, a sales commitment made by the brand and the celebrity.
2. Design exclusive gift packages for idols and provide peripheral products for fans to collect. Tongcheng Beijian also interacts with Cai Xukun and promotes the event on the event page.
3. The coordinated online and offline advertising makes Cai Xukun everywhere. Finally, a fan carnival event was launched on the site to increase conversion, and the final transaction volume reached a monthly sales volume of more than 130,000 cans, with the lowest price of 81 yuan per can.

Using celebrity effect to drive product growth is currently the most popular marketing method. Of course, this approach actually has problems. If consumers blindly make purchases based on the celebrity’s fan economy, they actually have no loyalty to the brand.

Therefore, when brands cooperate with celebrities, they also need to let consumers pay more attention to the brand itself, so that it is possible to reach them for the second time.

03 Case 3: Yili

Next, let’s talk about a brand called Yili. During the Double 11 period, they cooperated with IP, customized products online, combined with offline pop-up stores, targeting the two-dimensional girl crowd, and brought very good consumer feedback. This is also the brand that Tmall emphasized and praised separately during this period, and it is also the hope for non-famous brands to obtain new traffic.

Let’s take a closer look at how it works. Yili cooperates with two-dimensional IP to launch customized products for new teenage consumers, creating different characters and corresponding functions. Later on, an online IP customized gift box was also launched to maximize the use of Sailor Moon's look. An Ideal Station pop-up store was also held offline, using celebrity traffic and the effects of high-tech magnetic levitation moon lamps to provide a better experience.

04 Case 4: Qifu

Let’s take a look at the performance of maternal and infant products on Double 11. As a leading merchant in the maternal and infant category on Double 11, most buyers will stock up mentally during this period. Therefore, Qifu also recruits consumers through all channels, builds a professional maternal and infant parenting brand image, and becomes a billion-dollar brand.

First, recruit consumers through all channels online and offline. Through online recruitment, including the super popular dad’s parenting tips on “U Can U Bibi”, and in collaboration with Tmall Interactive, we have created a hit class to educate consumers. Acquire new customers through a buy-one-get-one-free promotion (buy 1 get 1 free), and also offer Costa children's ferry tickets for free when you become a member, so as to expand the customer base and attract fans.

At the same time, offline, with the help of the "Story of Yanxi Palace" IP, celebrities endorsed JD.com's offline promotion to increase brand exposure and warm up for Double 11. In addition, Qifu teamed up with Kidsland and Tmall Genie to open a pop-up store to attract offline traffic. They also conduct promotions on the site to build a professional parenting brand image, focus on mothers’ parenting and early education, and help babies “unlock their precious talents,” which perfectly fits the brand’s positioning.

05 Case 5: Swisse

We mentioned earlier a brand called Swisse, which surpassed By-Health to become the number one brand. He also promoted various health-preserving methods among young people to create simultaneous online and offline efforts and build momentum for the event in advance.

This gameplay is similar to the fan economy. By launching Weibo topics, it triggers a large number of readings and discussions. The total reading volume has reached 80 million. In addition, fans support the launch of new products, attract traffic to Tmall, and create offline activities for the Fantasy Park. We interact with consumers through Tmall interactive all-in-one machines, official direct-sale coupons of the same products as celebrities, offline new product experiences, participation in Weibo interactive drink redemption and other activities to enhance consumer purchasing power.

Some people may ask, what is the difference between Swisse and By-Health? Aren’t they all health products?

Actually not. One of the reasons why it ranks first among Tmall's imported brands and health industry brands is that Chinese consumers still prefer imported goods, especially well-known imported health products. Therefore, Swisse's brand effect is higher than that of By-Health, and it is also willing to spend time and energy on promotional activities. During the event, Swisse also gave away an iPhone Xs every 5 minutes to boost sales. As can be seen in the right part, attractive promotional prices are also a factor that attracts sellers to buy.

06 Case 6: Dyson

For the last case, let’s look at Dyson. As a home appliance product, Dyson has jumped to second place in the sales ranking of small home appliances on Tmall. This new type of product has immediately gained popularity among consumers in the past two years. In fact, the important factor behind this is the word "Internet celebrity".

The entire product is not only an internet celebrity concept through technology, but also an internet celebrity concept through packaging, both of which satisfy the "internet celebrity attributes" that consumers like.

Therefore, Dyson has detonated the market for high-end small household appliances through three popular products. The first one is of course the Dyson hair dryer, the second one is the handheld cordless vacuum cleaner, and the third one is the dust removal humidifier. The price range of these three different products ranges from 2,000 to 4,000, so the sales volume also fluctuates according to the influence of price. It can be seen from the ranking that the difference between Dyson and other brands lies in its stronger influence on innovation, while other brands are still relatively traditional, or the innovations of other brands have not changed much from the past. This is also an area where brands need to learn and compete with each other.

Dyson’s approach is similar to that of other brands. It launches new products by preheating the market, and has pioneered automatic curling tongs and innovative new models. During October 16, the term "black technology curling iron" had become a hot search term, so we struck while the iron was hot and used social media to hype up the new product after its launch to gain a lot of exposure. Nearly 6.5 million netizens participated in the topic discussion, and 1,500 curling irons were sold out in three minutes. In summary, not only products need innovation, but brands also need innovation, so that consumers can see its changes and growth, and follow the trend to make continuous breakthroughs.

In fact, the entire online and offline integrated marketing routine can have been summarized, that is, to create topics online and conduct interactive communication, and to conduct all-round coverage offline through pop-up stores combined with online black technology gameplay.

Therefore, for the development of new retail formats, there has never been a distinction between online and offline. Online and offline must be a process of fusion and integration. This process will inevitably increase consumer participation and enhance consumer experience, and make full preparations for more complex and interesting marketing activities in the future.

The series of columns on brand marketing activities and market promotions ends here. I hope that through sharing, everyone can better understand the innovative development of brands and products. I also hope that these innovations can provide you with reference and learning. Thank you.

Author: Vivian

Source: Vivian