Hungry? Free takeaway marketing caters to the three elements of O2O marketing, which can be regarded as a classic marketing case worth learning.
1、O2O。 The marketing of O2O business must be O2O, that is, online users can pay attention to offline processes such as connecting WIFI and reading menus. It can also give offline users the opportunity to go online, such as installing an App and paying attention to WeChat. Marketing is an essential part of the business process to achieve O2O closed loop, and it is natural to achieve O2O closed loop. Both Meituan and Baidu have launched enterprise routers, and enterprise free WIFI service providers have also become a big business.
Hungry? The promotion methods in Guangzhou include distributing leaflets to residents in the community and publicizing with loudspeakers, which is real O2O marketing. This time, the cooperation with Focus Media has brought O2O to the extreme: after seeing the advertisement on the LCD screen, connect the "Hungry Free WIFI" generated by Focus Media with the mobile phone, and get the takeaway for free through the APP after getting the coupon. Compared with subway machines that need to print card coupons, this model has lower cost, better user experience and simple consumption process, and it is likely to be popularized in O2O marketing in the future.
2. Combination boxing. The so-called combination boxing means that O2O marketing must simultaneously use various methods such as online marketing, social marketing, WeChat marketing, traditional offline marketing and innovative marketing. Pre-campaign, initial diversion, mid-term detonation and post-precipitation are all indispensable. Only in this way can we hit more scenes, reach more users and bring more orders. Hungry? In the "free take-out", "free take-out" is the first one, which can naturally earn enough attention. Through Focus Media's more than 111,111 LCD screens and online marketing cooperation, it can attract enough attention and flow. Encourage users to share free take-away pictures to Weibo and friends circle, and do another round of social marketing, and even form a viral communication effect. Finally, care, pay a return visit and wake up the users, so as to maintain the user's activity brought by marketing.
3. Local style. O2O marketing must be high-cost and local. Because as long as there is "Offline", it will inevitably become heavier. The specialty of the Internet is that it is short and fast, and it can get attention, traffic and orders cheaply. However, as soon as we get offline, we are faced with such long-standing problems as high ground promotion cost, expensive traditional advertisements, difficult tracking of promotion effect, and difficult positioning of target users. To solve these problems, we will definitely pay a huge cost, or we can only "wait for time". During the Thousand Regiments War, everyone rushed to fight for advertising and eventually suffered heavy casualties; BAT's O2O war is also in full swing. Without exception, they are all "money-burning games" If you are hungry, it will cost 4 million yuan to play in Shanghai once, not counting the expenses other than the food and beverage expenses. If we want to copy this model to more cities, it will inevitably cost more money.
It is said that if you are hungry after the activity, it basically covers the white-collar workers in Shanghai. According to this rhythm, if you are hungry, you will continue to copy the marketing model of "free take-out" in Guangzhou, Beijing, Tianjin, Nanjing and other places. If you are hungry, you should carry tens of millions of funds to fight this "free take-out" war. In addition, it may encounter imitations and crazy attacks from rivals, and attract users with more attractive "free take-away" policies. A "free take-away war" seems to be on the verge of happening tomorrow.