Veromoda WeChat marketing program successfully won the interaction
Case highlights Take a two-dimensional code from a potential customer, share an online lottery with Weibo, and get everyone involved. Code interaction, microblogging interaction, sales and interaction with one. Consumers fully involved in the enjoyment of three-dimensional, positive interactive marketing. Case background Marketing for consumer products has always been a challenge for fashion brands. A single discount, coupon redemption for the nerves of consumers have become numb, and can no longer quickly increase sales in a short time. And veromoda expected marketing effectiveness for sales, branding, marketing program evaluation guide three directions. So for the design of this marketing program Dissemination analysis Target Audience: Veromoda's audience is positioned as an urban woman between the ages of 15 and 35, a group that is more sensitive to fashion and price, and has a strong interest in new things. For shopping functionality and is very concerned about the focus is on the novel design and brand significance. Communication needs: through lottery lottery interactive marketing, make up for a single brand of publicity deficiencies, with microblogging to share, highlighting individual shopping initiative, increase consumer awareness, thereby promoting consumer interaction. Dissemination Challenge: In the highly competitive mid- and low-end brand apparel market, due to Esprit, Etam, Azona, Mango and other well-known multinational fashion brands and Bestseller's brand positioning is very similar. In addition, Bestseller's clothing brand vero moda and only ranked the most popular women's brands in the top three, occupy part of the market, the discount will only reduce the brand positioning, and the loss of some of the pursuit of brand taste of customers. Therefore, in order to seize the consumers, the activities held should not only benefit the consumers, but also maintain the brand positioning. So that consumers participate in the experience of activities at the same time, the brand has a higher awareness and recognition. Marketing strategy Xunlu Interactive Through the veromoda brand consumer base preference analysis, with veromoda's short-term and continuous expectations to create interactive marketing. Lottery draw with the parties to attract consumers to participate in activities, not only conforms to the beauty of women shopping habits, to satisfy the desire of shopping, but also to enhance consumer awareness of the innovative activities Executive highlights Activity creative performance Theme activities to members, non-members of a combination of two modes to meet the pursuit of consumers of new things, has attracted the attention of many consumers stop. And highlight the privileges of members, to attract potential members to join. Improve the brand member base, increase membership loyalty. Precise orientation Background monitoring Background data monitoring, real-time recording of the code, effective statistics of the number of participants, to ensure the authenticity of the information and effectiveness. Marketing effectiveness According to statistics, this activity not only increased the sales volume of a single store in a short period of time, but also improved the exposure of the brand. And collected a large number of customers valuable information (name, phone number), precise positioning for the brand, data evaluation has been based. Polyester Staple Fiber Suzhou Makeit Technology Co., Ltd , https://www.psffiber.com