How to plan a marketing campaign that can create multiple values?

The World Cup craze has just passed, and problems have arisen in Vatti’s World Cup full refund campaign. Some consumers have pointed out that Vatti’s refunds are full of tricks and are not as simple as originally promised.

The China Consumers Association intervened and called on Vatti on its official Weibo account on the 18th to "spend advertising money on consumers" and hoped that it would "honestly fulfill its promises and do a good job of refunding every consumer in accordance with pre-sales agreements and promises."

Assuming everything goes as Vatti promised, this event will undoubtedly be a great success. Whether in terms of sales performance, brand promotion or user value, Vatti has won a marketing victory and created multiple values.

Value 1: Realizing User Benefits

Value 2: Improve sales performance

Value three: Public opinion effect, increasing brand awareness;

Value 4: Fulfill promises and enhance brand reputation;

Value 5: Stocks rise and you gain long-term benefits.

However, as subsequent events continued to develop, it was obvious that Vatti had played a good hand badly, which was a pity. Ultimately, trust and reputation were lost. This is also worth reflecting on for marketers . It is absolutely unacceptable to organize activities just for the sake of excitement without considering the consequences and without weighing the pros and cons.

Today, let’s analyze what Vatti did right?

The marketing campaign of Vatti became a viral news event, attracting reports from major media and providing free dissemination. So, what kind of marketing activity is this? Compared with other brands’ World Cup marketing , what can we learn from Vatti’s marketing?

Mengniu spent 50 million US dollars to win the World Cup sponsorship seat and claimed to have invested 2 billion in World Cup sponsorship marketing. Compared with this, Vatti has made a huge profit. It has gained popularity and has been on the hot searches. It bought the best " advertising spot " for the World Cup for 79 million. Compared with Mengniu, Vatti couldn't be more cost-effective.

What kind of marketing campaign is this?

The author defines this marketing activity as event marketing because the audience first paid attention to it from newspapers and the news was announced to the public through the media. The content was that Vatti Holdings signed a contract with the French football team to become the official sponsor, and would provide free refunds as long as France won the championship.

Here, for colleagues in event planning positions, a detailed list of event types can be used as a reference, analyzed from the perspective of nwnh as follows:

what: promotional activities, events, crowdfunding, new customer acquisition, brand marketing , traffic generation , conversion and monetization, new product launch events, etc.

where: scene marketing, community marketing, circle of friends marketing, Weibo marketing, WeChat marketing , ground marketing , etc.

who: relationship marketing, membership marketing, public relations marketing, VIP marketing, personalized marketing, personal sales, etc.

when: node marketing, self-created festivals, channel marketing, short-term marketing, long-term marketing

how: Leverage marketing , hot spot marketing , creative marketing, scarcity marketing, cross-border marketing.

From this marketing campaign of Vatti, we can see that it is composed of multiple marketing methods, including online + channel + event + leveraging. Its greatest success lies in grasping the core of the event, splitting event marketing and maximizing value.

Next, the author will combine years of work experience and some excellent marketing cases to talk to you about how to carry out a good marketing campaign and create multiple values.

01. What conditions are needed to carry out a successful marketing campaign?

We all know that to carry out an event, we need the combined efforts of external and internal forces. Internal strength is ultimately a fundamental problem. Due to the problem of internal strength, marketing activities become disorganized and ineffective. Many event planners should have had the same experience in this situation. The fundamental problem lies in personnel coordination, communication problems, company budget and resource allocation. You need to find the specific reasons yourself.

So, when it comes to external forces, what factors will affect the success or failure of an activity?

Example: Taobao ’s marketing campaign leveraging the World Cup

This is a typical wave of marketing leveraging momentum. However, it does not involve naked promotional activities. Instead, it goes through a cycle of transformation, step by step, from attracting users to triggering their emotions to facilitating purchases, and it is done very well.

Target audience:

Taobao users, as long as they know about the World Cup and like to shop, are potential users, regardless of whether they are football fans or not.

Flow potential

Taobao has 800 million registered users. Regardless of whether they are Daming, Xiaoxian, or Benben users, they all have some explicit or implicit needs in the short term or in the future. Therefore, once their demand can be stimulated, the potential energy of this traffic will be unstoppable. During Double Eleven every year, Taobao’s traffic potential is even stronger.

Activity scene

Taobao itself is a place, so how can we trigger users’ emotions? The World Cup information is announced in the evening paper, with "New Idioms" and highly summarized "Instant Reading"; at the same time, on Taobao mobile app, you can search for "Shang Tiantai" and complain together; the personalized gameplay of H5 satisfies the multiple showing-off styles of football fans, pseudo-fans and fan groups. In this way, it can be said that a good outlet was found for users' World Cup emotions, which resonated with users. As a result, as soon as the event was launched, 200 million users participated.

Consumer purchase cost

If content is just the bait to attract users, then real "benefits" are the hooks that firmly grasp users. Super benefits for emptying the shopping cart, as well as multi-dimensional preferential measures such as Taobao’s selected coupons, Tmall supermarket coupons , Youku member discounts, Taopiaopiao coupons, Fliggy vouchers, Alipay ’s new member red envelopes, etc., reduce users’ purchase costs and stimulate their desire to buy.

In what ways does Taobao’s World Cup marketing campaign create multiple values?

Why: Triggering User Action

How: Mining User Emotions

1. Different emotions of fans when watching football

2. The desire to know the progress of the World Cup even if you don’t have time to watch it

3. Cheer for your favorite team

4. The winning mentality of using Jiji doll cards to get benefits

Creative approach

1. UGC and PGC content dissemination

2. New versions of idioms familiar to users, which are interesting

3. Create an outlet for users to vent their emotions

4. Personalized H5 production

5. Effective combination of play and purchase

What: 200 million users participated, collected doll cards, emptied shopping carts, grabbed benefits, and automatically forwarded.

02. What do you need to do to plan a marketing campaign?

Activities include planning and execution. The work done here only focuses on the planning part before the event.

Don't fight a battle without preparation, so it is recommended to reserve at least one month of preparation period for one year of activity.

Example: New World Planning Event - Escape from Beijing, Shanghai and Guangzhou

Activity Research - User Portrait Analysis

Target group: Young people with artistic tastes

User Analysis:

Psychology: Things that I want to do but have not done, things that I have always hesitated about; I don’t have the courage to do what I want to do, to experience and explore an unknown journey, life is full of unknowns and courage. Escape from the fast-paced, stressful life in Beijing, Shanghai and Guangzhou, and go on an unknown trip at any time.

Emotions: Resonance, time urgency, emotional impulse. Take this opportunity to be the free me who can go wherever I want. Many emotional and sentimental identifications hit users’ hearts directly.

Activity definition: Scarcity marketing, limited time, limited number of people, limited location.

Activity goal: Attract new users and expand the popularity of New World and Flight Butler .

Resource allocation: Treat the activity as a product and assign a product manager .

Creative copywriting : I have bought 30 tickets and am waiting for you at the airport: Escape from Beijing, Shanghai and Guangzhou in 4 hours

Creative format: Instead of giving users air tickets after they complete a task, users are asked to actively choose air tickets and then complete tasks in an exploratory manner. Activities enhance user autonomy, and completing tasks makes activities more fun and interesting.

Tip: The premise of creativity is that the content has a sense of scene, picture, action, and dynamics that stimulate user participation.

Activity content: Escape from Beijing, Shanghai and Guangzhou in 4 hours

Process: Reply to "Escape from Beijing, Shanghai and Guangzhou" on WeChat - get the meeting point for air tickets - rush to the airport for the unknown event ticket to complete the task.

Communication media: Promotion on New World View, Flight Butler’s WeChat and Weibo. The event will be live broadcast on Weibo and on the Yizhibo app platform.

hint:

1. Once you receive a task, you cannot start planning without understanding the users, being clear about which users the activity will cover, and what purpose the activity will achieve. Activity research must be done before the activity.

2. Many people have a biased understanding of user portraits , for example: female white-collar workers aged 25-40 in first-tier cities.

3. The target of the activity should include the main participating users, but it should also cover your potential users and which users can be influenced. Depending on the purpose of the activity, the boundaries of the activity objects may be large or small.

Research directions before the event:

What types of activities are successful across industries?

What are your target audiences interested in?

What kind of activities do your competitors usually do?

Are people around you willing to participate in your activities?

What is the popular culture at the moment?

What is the background and environment in which the user lives?

What types of activities do the participants frequently participate in? What do they think?

03. How to make marketing activities generate multiple values

As the saying goes, one stone can cause a thousand ripples. A successful marketing campaign has a strong momentum. If done well, it can naturally bring both fame and fortune.

Going back to the previous Vatti marketing activities, if it just followed the traditional marketing methods and sponsored the activities without establishing contact with users, this activity could only be defined as a brand activity , which might increase sales, but could not become a well-known marketing event.

Traditional marketing: Planning marketing activities is for enterprises to achieve certain interests.

New marketing: satisfy user interests, realize corporate interests, and create multiple values.

As Philip Kotler said: "Marketing is altruism", and the same is true for marketing activities.

Returning to the premise of successful marketing, create the greatest value under these conditions.

Therefore, starting from the above four dimensions, you will have different planning ideas. Because when you feel that you can do little for your customers, you will naturally think of ways to use the user's perspective and look at the activities from their point of view, and you will have more measurement indicators.

Example: NetEase Comics crosses over into fashion

Activity background: Comics, the popularity of the second dimension culture

Purpose of the activity: To transfer the acceptance and favorability of the comic IP in the minds of the target audience to the clothing products themselves and realize the IP.

The value of people

1. What can NetEase do for its users?

The "National Comics Fashion Week", an exclusive collaboration between NetEase Comics and D2C, meets users' needs for style, coolness, freshness and fashion. The "Three Masters Arrive" audio-visual clothing, inspired by the popular comic "Three Masters' Amazing Notes", is popular among comic fans for its novel and cool appearance and interesting gameplay.

2. What can users do for you?

Support China's original power, identify with the concept of the National Comics Fashion Week, forward to your friends, show off your personal interests and hobbies, and purchase products.

The value of momentum

1. What opportunities can you take advantage of to get users involved?

The innovative culture of Chinese comics and Chinese costumes

2. What kind of momentum can make users actively spread the word for you?

Cross-border fashion, the popular comic "The Three Masters' Amazing Notes" has a huge fan base and is also known by users. By leveraging works that users are familiar with and fan potential, the event can increase exposure.

The value of the field

1. What kind of scenarios can you create for users to experience?

"National Comics Fashion Week" created a high-end scene. Good-looking models wore more than 20 fashions in cooperation with NetEase Comics and D2C, perfectly combining national comics and fashion for the first time on the catwalk. Evoke the user's ideal self.

2. Which kind of venue can allow users to play to their heart's content without any defense?

The author of "I'm Human, But I'm a Vampire" Waistline also held a book signing event for enthusiastic fans.

The value of wealth

1. How to obtain maximum value with minimum capital investment

The costs of the "National Comics Fashion Week" show generally include venue, costumes, models, media and other expenses.

Communication value: More than 30 KOLs spoke out for "Guoman Fashion Week", and the Weibo topic #Guoman Fashion Week# was read over one million times.

Sales: The initial sales exceeded 1,000 units, and the second batch of pre-sales are currently underway on D2C official website, NetEase Kaola, Youhuo YOHO and other platforms.

IP value: Leading and exclusive Chinese comic fashion IP, becoming a new category in the clothing industry.

2. How to make users feel that their action costs are very low

Pre-sale creates scarcity, you’ll make a profit if you grab it, and it’s sold out within a week of going online!

Only when we understand what value marketing activities need to create can we guide our actions and implement them into creativity and execution. Here, the author analyzes some thoughts on marketing activities, because sometimes it is the change in thinking that limits us from taking a step forward.

Summarize

With the upgrading of consumption and changes in consumer preferences, marketing methods are constantly being updated. When planning events, we must keep up with the times and create value for consumers. Let me give you a summary of how to carry out good marketing activities.

1. Carry out research and create user portraits before the event.

2. Define the activity type before the activity and define it based on the purpose.

3. Multiple marketing activities can be superimposed in one activity to make the activity sustainable.

4. Clarify the value that the activity needs to create, and design the creativity, content, and process.

5. The activity center should focus on implementation as planned. In case of special circumstances, the backup plan should be activated.

Source: Marketing Flights (ID: YXHB18 )