Double 11 online shopping vacuum cleaner, actually received at the end of October Express? However, open the packaging, but not see the vacuum cleaner trail but saw a broom, you will ... ...
Will be raging questioned 'black heart' business or doubt is not the process of being someone out of the bag or riding a broom full house jumping wearing a cane fancy self-timer or still?
Recently, many consumers in the microblogging on the big sun this 'surprise' online shopping experience - double 11 booked a dog holding a wireless vacuum cleaner, although the advance receipt but open is a broom.
In fact, consumers really scheduled wireless hand-held vacuum cleaner will still be issued in the double 11 after the payment of the money, and this 'was applied to the magic' broom gift box, is a dog vacuum cleaner for the user to create a festive surprise.
As the saying goes, the layman to watch the excitement, expert line analysis, the industry analysis pointed out that the puppy Halloween gift box seems simple, but behind the marketing logic is worth pondering, with Halloween gift cleverly to 'content marketing + experience marketing' double Model for the brand of power, not only to give users a special experience, but also to stimulate the user spontaneous content to boost the reputation, as the growth of the Internet era of electricity business brand, had to say that the dog really play.
Mentioned content marketing, most people will think of Bailu 's' beauty agent gods' long picture, or Papi sauce shook the short video, but their common ground is - one - way communication.
Marketing Godfather Philip Kotler mentions in his latest book that the explosion of information has made consumers conscious, proactive and powerful, their original identity vanishing, being reduced to being personal and diverse, valued and emotionally charged Driven by the crowd, they should be potential collaborators of the enterprise and, further, they are not the consumers of the brand content but the creators of the brand content.Therefore, the brand needs to create the 'Wow Moment' '.
The essence of the dog's Halloween idea is that it provides users with such a 'WOW Moment'.
On the one hand, the brand experience into the surprise, many users will start inexplicable, and even angry, but in the clear before and after the consequences, began to call for the brand, 'after receiving the gift box puppy brand great feeling' 'Experience of the brand's intentions', 'puppy is very cordial, will play, interesting' and so on, in the process of the brand to provide users with surprises, the user also delivered a trust feedback, and establish a brand loyalty.
On the other hand, it throws an olive branch, let the user become the content creator.It turns out that many users share the puppy Halloween gift box on the microblogging, some dress Meng pet, some 360 degree self-timer, some riding a broom Fly, it is a big fight cloak parent-child equipment, thousands of thousands of people enjoying themselves, while the brand is also equipped with a reputation of exposure, to the user circle infiltration positive, benign brand image.
Information to the center of the era, how to seize the user's heart is particularly important to the 'experience marketing + content marketing' dual way of energy, both with the user to establish emotional contact, but also to promote the user to share the experience of the formation of reputation - Is the puppy million holy gift box clever place.
