3 tips for a successful marketing campaign!

What are the elements of a successful marketing campaign?

01 Marketing needs to get details

On the second day of Children's Day, iQiyi VIP members opened a pink pop-up store at Beijing Wukesong Fountain Square, which was open for only 7.1 hours.

The name of this pop-up store is "7.1h Entertainment Savings Bank". Judging from this ID, it seems that there are many interesting little jokes hidden in it.

71 read in a row is exactly the homonym of "iQiyi". 71 itself is a prime number. In mathematics, a prime number has no other factors except 1 and itself. Considering the usual tone of iQiyi VIP Super Product Day, it is hard not to think that this is a hint: fans are the only factor for iQiyi VIP membership.

Judging from the pictures taken on site posted by various bloggers, this was obviously a flash mob event full of small details.

There are four check-in points for the event, and each check-in point has a corresponding mini-game set up. Every visitor who enters the reception desk will receive a "fixed deposit book". After completing the game, they can stamp their points and redeem them for small gifts after completing the entire process.

These mini-games are a combination of difficult and easy levels, and there are corresponding small rewards after completion. Check-in points also have small props for taking photos, such as "Three barbecues a day" and "Be the first to get VIP freedom" in the food area, and "Pick me" and "Debut in the C position" in the music area.

From the perspective of tourists, this is a small interactive exhibition that not only shows a new scene at every step, but also hides many details. But for marketers, the logic behind this is not as simple as an interactive activity.

The audience may only see an event, a poster, or a product, but marketers must complete the closed loop in advance and cleverly connect the core creativity with consumers' purchasing trajectories and media contact points.

Judging from the current actions of iQiyi VIP members, the pop-up store is not an isolated offline marketing, but a pre-event warm-up event for "iQiyi VIP Member Super Product Day".

This means that the purpose of this event is to send a signal and fully mobilize the audience's desire to share.

This is when the little details in the pop-up store come in handy. Because for brands, the advantage of the cross-media era is that it allows users to achieve spontaneous "visual expression" through details. The 7.1h pop-up store carefully designed by iQiyi VIP members is full of small details, and it is these details that bring the audience into the media touchpoints of this marketing campaign.

From the perspective of communication path, iQiyi VIP members have taken the path of social communication from the beginning of designing this event. From the location and scenery, savings books to fun photo props, everything is designed to give young people a reason to show off.

Disassembling it, this communication can be divided into three steps:

• The first step is to open participating nodes. The exhibition hall is located in a square with large flow of people in Beijing, open to the public, with unique scenery and eye-catching;
• The second step is to design the interactive method. In the pop-up store, various fun interactions cover the exhibition process, such as stamping, checking in, and drawing prizes. Each link is to deepen the emotional connection between the audience and the brand.
• The third step is to spread the word-of-mouth event. The props for taking photos at various check-in points are a powerful tool for promoting dissemination. Who can take beautiful photos and not post them on social platforms?

Through this communication path, this flash event started offline, gradually expanded online, and then ignited the entire Super Brand Day event.

02 Brands must have CP

When the preheating is done, the appetizer will be served.

If you are a heavy user of Weibo, then you must have seen this picture.

This picture is a long interactive search picture. If users can find the popular product hidden in the picture, they will have the chance to win a MAC lipstick.

If you look closely at this picture, you may find many interesting Easter eggs, such as the Ice Breaking Dance Hall, the longed-for fast food, the singer-songwriter record store, and even the variety show pets Little H and Little O appear in it.

Popular IPs and variety shows have become part of the interactive search long picture. In fact, this is a pampering alliance formed by iQiyi VIP members, Watsons, and film and television variety show IPs. This customized cooperation poster is one of the fan-pampering benefits.

In the past two years, this kind of cross-border marketing has been very popular, with Pikachu appearing in Marvel and White Rabbit selling milk tea. Now, iQiyi VIP members have taken over Watsons, preparing to cover the user's living radius from the lifestyle level.

At this point you may ask, why does a membership brand need to cover the user’s living radius?

It's very simple. One of the self-cultivation of a good brand is to maintain a presence in people's lives (the presence here does not mean repeatedly swiping the screen like brainwashing advertisements).

Today's marketing campaigns often take a long time, but consumers' attention is fleeting. In the era of media fragmentation, brands cannot increase their exposure by doing it alone. Brands that find the right CP are likely to achieve the effect of 1+1>2.

Earlier, iQIYI VIP members joined hands with JD PLUS to carry out cross-border membership, realizing the first wave of extended rights and interests. The two platforms have joined forces to achieve very good results, not only cultivating a group of loyal members, but also promoting growth on both sides.

The same is true for the fact that iQiyi VIP members and Watsons have now formed a pampering alliance.

When iQIYI VIP members first set up Super Brand Day, they intended to build Super Brand Day into a continuous IP. This IP must not only be able to interact with users at all times and send benefits, but also realize value-added rights.

According to the Super Product Day poster released on June 5, we can see that iQiyi VIP members have joined hands with Watsons to launch a 58 yuan super value package. It includes a three-month iQiyi VIP quarterly card and a Watsons 30-day membership card. After purchase, users can also get VIP exclusive coupons.

This kind of joint benefit can bring multiple benefits to consumers. When users use iQiyi VIP membership, they will remember that they also have Watsons coupons and membership cards, and vice versa.

In fact, although it is linked with other brands, iQiyi VIP members’ Super Product Day is the core value chain. Because iQiyi VIP members are promoting Super Product Day as a long-term strategy to penetrate into the user's life radius, and the ultimate goal is to communicate with users.

Bundling with other brands and promoting CP is only the first step in a long journey. Moreover, CP is not just the interaction between business entities.

When brands work together, they leverage each other's customer base to achieve common growth. This is for business reasons, but working together with consumers is the highlight.

This can be seen from the slogan of iQiyi VIP membership: Pamper you to your heart's content, without reason . The "you" here naturally refers to the user. In the new consumption era, a brand is not just a trademark, but a three-dimensional IP that can interact with users' lives and social culture.

From pop-up stores and posters to giving out benefits, iQiyi VIP members are showing their love to users. Therefore, after joining hands with commercial entities, iQiyi VIP members also want to hold the hands of users and firmly lock in CP with consumers.

03 Consumers are looking for practical information

So which one do consumers prefer the most? Of course, it is the brand's sincere and practical information.

So what is the dry stuff? It is a real benefit of course.

Branding is just like social networking. Routines are just clever tricks, and only sincerity can win people's hearts. Brand "giving out sweets" is always one of the most effective marketing methods. Although emotional marketing is all over the screen, the brand and consumers are ultimately just "friends who like each other."

Of course, this doesn’t mean that emotional marketing is just a show. Rather, in a complete brand marketing campaign, the hard indicator is still conversion rate. Emotional marketing is relatively more suitable as a pre-heating measure. For example, the previous flash mobs and long pictures for pet searches can all be classified as emotional marketing. But when a marketing campaign reaches the later stages, all additional efforts are made to serve the actual conversion rate.

So under what circumstances, the conversion rate is the highest? Of course, this is the case with "super value discounts, big prize flash sales, and hot-selling products at discounts."

Promotion is always a marketing tool, and adjusting the frequency of benefits can also quickly expand the existing user base and achieve incremental growth in a short period of time. In an era when online customer acquisition costs continue to rise, traffic transformation based on benefits can maximize conversion efficiency.

Of course, giving out candy and benefits is only one aspect of a brand’s business. The other aspect is to return to the output of brand value.

Why are there so many jokes and complaints about “borrowing membership”? Is it because membership is expensive? Definitely not. In an era where a cup of milk tea can buy a one-month or even two-month video membership, what people lack is not the dozen or so dollars, but a reason to shop, an opportunity to be convinced by the brand value.

Unlike what we often talked about in the past, that users have no habit of paying and are affected by pirated resources, current Chinese video website users have shown recognition of paid services.

The only difference is the demand for the platform. That is, "only this one has the content I want to watch" becomes the first criterion for making a decision.

Under such circumstances, it has become an inevitable link for major platforms to deepen their content development. Besides increasing the value of their own content, what else can they do?

If you look closely at the marketing cases that have been all over the screen in recent years, you will find that almost all of them are conveying brand values. From Nike, which conveys the power of women, to Uniqlo, which collaborates with Kaws, the values ​​that resonate with users always drive marketing.

What are the values ​​​​conveyed by iQiyi VIP membership?

Of course it is the spirit of entertainment. In an era when 996 is prevalent, sour people are prevalent, and silly office workers are popular, watching TV series and variety shows have become a way to relax. By achieving VIP freedom, you can avoid advertising time and enjoy better content, which is also a way to enjoy entertainment.

Therefore, when users are hesitating about becoming a VIP, iQIYI VIP members will convey the spirit of enjoyable entertainment, which will naturally arouse users' self-consistency. At this point, the concept of having fun becomes the reason for consumers to consume.

In this way, consumers will naturally not worry about whether to buy a cup of milk tea or a month's video membership. When users have experienced the convenience and happiness of having a membership and can also enjoy benefits such as peripheral products and membership upgrades, their satisfaction and loyalty will naturally increase. Then, renewal is a natural thing.

After all, only love can lock it.

Author: Salted Fish

Source: Salted Fish