Marketing Promotion: How does fission marketing achieve market “fission”?

Fission marketing is like cell division, from one to many and eventually forming a network and system, and its effect is like nuclear fission, with huge impact. The "fission" in fission marketing actually refers to the fission of the terminal market. This marketing promotion method is based on traditional terminal promotion and integrates the theories and methods of emerging marketing methods such as relationship marketing, database marketing and conference marketing.

The typical feature of fission marketing is that the marketer is not in a hurry to fully open the market in a short period of time, but starts from one point and "intensively cultivates" this point. When the single point is broken through, this set of processes will be copied to other points. The points that have been conquered will spread through the individual's circle of relationships and split into more points. Therefore, from fast to slow, the scope of propagation expands rapidly over a period of time.

The characteristics and advantages of fission marketing

For example, you see a friend sharing a promotion in his Moments. Since this promotion can also bring you a discount, you also share this promotion immediately. More people will see it in your friend’s Moments and your Moments. This is the principle of fission marketing. From this, we can know that it has the following characteristics:

1. From point to surface, sinking and spreading

Fission marketing starts from one or more points and has a certain process. Therefore, the biggest difference from other marketing methods is that it does not take effect immediately, but requires a certain amount of time. And it advances gradually in the process, first slowly and then faster. As the fission process continues, its effect will be "copied" and "split" to a larger scale, the speed will increase, and finally a huge explosion of data will be achieved.

2. Precision attack, relationship marketing

In the initial stage, fission marketing targets only one or a few customers, allowing merchants to effectively carry out precision marketing based on the characteristics and needs of customers. Once the customers' recognition is obtained, the same means will begin to work on new target customers. The most effective methods are to spread the word through the circle of relationships among existing customers. From this point of view, it is similar to the combination of precision marketing and relationship marketing.

3. Various forms and simple operation

Currently, fission marketing is more common on Internet platforms, and the use of content and social media can make its effects more significant. Therefore, fission marketing has also developed many different forms in the rich online world. Merchants can choose appropriate methods according to their needs and design novel and useful activities. Moreover, it is relatively simple to operate because people's interest in fragmented information is often fleeting. Even if there are major benefits, complex procedures can easily discourage them. Therefore, online fission marketing is relatively simple to operate.

It can be seen that fission marketing is a marketing method that progresses step by step and gradually improves. Successful fission marketing can eventually gain a broad user market. At present, this marketing method has become very common due to the "bonus" of the Internet platform. Compared with other marketing methods, fission marketing has the advantages of low cost, great influence and lasting effect .

The cost of fission marketing is very low. As long as you have one or two seed customers, you can design a fission process to attract customers to actively spread in the social circle and bring in new customers continuously.

This marketing method can achieve a very large impact because a person's social circle has many potential customers, and each person in the social circle has their own different interpersonal relationships. When everyone spreads the word, the number of customers in these social circles who receive fission activities will grow exponentially.

The advantage of its long-lasting effect is mainly reflected in the fact that the activities generally last for a longer period of time. Since fission marketing is a process from slow to fast, its effect will last for a long time after it is launched, so some businesses have to forcibly interrupt the dissemination.

The above three main advantages are the reasons why most businesses, especially Internet platforms, love fission marketing. The use of fission marketing for promotion and dissemination can make use of various channels of the Internet, and many businesses have developed and innovated a variety of gameplay in practice.

Common channels and models of fission marketing

Currently, the channels for fission marketing are mainly online social platforms, among which WeChat is the most common. By leveraging WeChat’s powerful user base and social connections, businesses can design different processes and use a variety of forms to attract new customers and retain old ones. This is one of the reasons why many platforms are keen on fission marketing.

In fission marketing, the models we often come into contact with are nothing more than the following:

1. Benefit-based approach - using naked benefits to lure customers

Interest-based fission marketing often uses various forms of interest transfer, such as subsidies, exemptions, and free services, which makes it very easy for consumers to notice it. Generally speaking, the process of this model requires users to share or invite others in order to obtain certain consumption discounts. After sharing or inviting, users can obtain this benefit, and merchants can further pass on the "fission".

Meituan and Ele.me are very good at using this method and have come up with many new ideas. For example, in order to quickly open up the market, Meituan and Ele.me will subsidize users, and each time users open or share red envelopes before ordering takeout, they can offset part of the meal cost. In the beginning, users received very generous subsidies, and many people could even have free takeout. But as their experience deepened, the subsidies became less and less. Although they can no longer receive much subsidy, many people still keep the habit of opening red envelopes or sharing.

In addition to subsidies and red envelopes, there are also group buying and bargaining. As long as you join with others and complete the activity together, you can spend less money when consuming. For example, Pinduoduo's business model of "obtaining benefits through sharing" allows customers to engage in group buying to obtain more discounts. This not only allows products and merchants to attract more consumers during the promotion period, but also satisfies consumer needs while also achieving a social effect.

Therefore, no one will resist money, and interest-based fission marketing is the most frequently used and simplest model.

2. Social - meet the social and psychological needs of customers

No one is an island. Everyone needs to express and communicate, which is why today's social platforms have become so developed. Based on people's social needs and the psychological tendency to follow the trend, compare with others, and show off when socializing, social fission marketing can also achieve outstanding results.

Social fission marketing mainly takes the form of annual bills (playlists), psychological tests, game achievements, etc. For example, NetEase Cloud has released many personality testing games. People's exploration and expression of themselves can easily drive them to spend a few minutes doing a few multiple-choice questions, and then compare and share the results. When other people obtain this information, they may also take the test and share with the same mentality.

There is also the sharing of game achievements. For many high-level game players, getting good results in the game will also make them want to show off, so many games have this function. For example, in Honor of Kings, if you get an honor in a game, a page for immediate sharing will pop up.

In addition, there is a more advanced way, which is for reputation or value. Many celebrities will pay a certain amount of attention to social welfare because it can benefit their public image and reputation. For example, the launch of the Ice Bucket Challenge, a public welfare activity, was a great success thanks to the participation of many celebrities on social platforms, which quickly set off a trend among the crowd.

Social fission marketing makes full use of the advantages of social platforms and people's strong social needs. By setting marketing methods and processes based on the psychology of ordinary people, it can also achieve continuous fission results.

3. Word of mouth: Good reputation makes the brand spread by word of mouth in the circle

Word-of-mouth fission marketing can be said to be the most cost-effective and easy-to-use model. It is no different from general word-of-mouth marketing, but it is more prominent in its dissemination and fission growth on the Internet platform. Word-of-mouth fission does not require any activity process. You only need to provide good products and services and accumulate word-of-mouth, and you will be able to continuously retain old customers and attract new ones, because good word-of-mouth will automatically allow consumers to recommend it on social platforms.

But word-of-mouth fission requires that the product itself is good enough to attract users. For example, Haidilao has become famous in the circle for its meticulous and thoughtful service and has become an Internet celebrity brand that people talk about. After experiencing it, many people are often happy to share and recommend it on social spaces such as WeChat Moments and Weibo. It is through the spread of these consumers that many users who have never heard of Haidilao became interested.

Word-of-mouth fission requires that the product be good enough to allow existing consumers to spontaneously recommend and "fission". Compared with interest-based and social fission marketing, word-of-mouth fission requires stronger strength, but there are also more uncertainties in actual operations. Therefore, although businesses will focus on building a good brand, such word-of-mouth fission is generally a spontaneous behavior of consumers.

The above three are the general classification of fission marketing models. Specifically, there are many forms, so merchants can choose the appropriate method according to the business model and product attributes, and plan and design the actual operation process.

Reasonably plan fission marketing

To plan a successful fission marketing, follow these three steps:

1. Analyze customers and grasp the market

Most marketing methods require research on the consumer market. Only by understanding the needs and characteristics of customers can businesses formulate the form and process of marketing activities. Different consumer circles have different demand focuses, and we need to find the balance between merchants and consumers based on the product positioning and target groups.

In fission marketing, the three common models target different groups of people. For example, the lower-level customer groups are often more easily attracted by direct monetary benefits, middle-level customers care about psychological and social pursuits, and high-level consumers are driven by reputation and sense of value.

High-level consumers do not care about small favors of a few cents or dollars, but pay more attention to sense of value and reputation. If interest-based fission marketing is carried out on customers in this circle, the effect will certainly not be very good. Therefore, recognizing the target group of your own products, as well as the level and characteristics of the consumer group, is a basic task before conducting marketing.

2. Choose a model and plan the process

By figuring out the market positioning and customer characteristics, we can then identify a group of seed customers as the "origin" of "fission" and then choose a suitable model for planning. In the specific operation process, the user's participation experience must also be taken into consideration. Operations and steps that are too complicated or time-consuming should not be set. It must be easy to teach, easy to learn, and have a wide range of adaptability. Otherwise, it will easily make users lose patience.

First of all, the purpose of the event and the benefits of participating in the event must be clear, so as to attract customers. Secondly, it is necessary to clearly explain how to participate in the event, how to share, and how to receive prizes. Then, choose the appropriate channels, such as WeChat, QQ, Weibo and other platforms. Finally, you need an attractive login interface or promotional poster so that users can intuitively see the event.

3. Put into operation, monitor and adjust

After designing the entire process, merchants will place fission marketing campaign ads to platforms and users based on the process and plan. The entire marketing campaign begins and enters a longer dissemination stage.

During the fission process, merchants need to monitor the effectiveness of the activities in real time, such as the number of users or fans gained within a certain period of time. The effectiveness of the activities can be judged based on their growth and timely adjustments can be made. For example, if an activity is run in the form of sharing and receiving red envelopes, but the data is not satisfactory, the operational design of the activity and the setting of the red envelope denomination can be analyzed and adjusted.

Generally speaking, there should not be too many changes in the overall process design of an event, because this is a long-term marketing campaign that can be adjusted steadily and slightly as the event progresses. For example, Meituan’s subsidies are now far less than before, and the denomination has been reduced unknowingly.

The operation of fission marketing is not complicated, and it has low cost, diverse forms and good results. Especially with the rapid development and popularization of Internet platforms, the traditional fission marketing method has stronger vitality and a new look, becoming a very popular marketing method in the past two years.

Related reading:

1. Marketing promotion planning: 80% of event planning mistakes are easy to make!

2. With a continuous monthly growth of 50%+, how can brand marketing promotion go from 0 to 1?

3. A must! 18 hot spot tracking tools for marketing and promotion operators!

4. How to plan marketing activities for those festivals that are “difficult” to leverage?

5. Brand marketing promotion: the underlying logic behind Durex’s content marketing!

6. Brand marketing promotion: How to learn the product placement of “The Debaters”?

7. Brand marketing promotion rules: How to construct a marketing framework?

8.2019 Internet Marketing Promotion Tips!

Author: No authority

Source: PR Home