Analyze how to cooperate with different industries from the case of big brands

First of all, let’s summarize the common methods of cross-industry cooperation

The first is online:

What is the difference between them?

1. Mutual promotion

WeChat, Weibo, APP, etc. recommend each other to their own users

2. Changing advertising positions

Put each other’s advertising spaces on their own platforms

3. Cooperation in online activities

Assist each other in online activities such as voting, help promote, Sponsorship gifts, etc.

4. Enjoy unlimited membership and points

Then offline

1. First of all, all online cooperation can be transferred to offline, such as changing the online advertising position to offline advertising space, etc.

2. Venue replacement

3. Physical replacement - For example, a company needs some gifts on the eve of the holiday For customers or employees, in the past, it was mainly purchased with money, but it can be replaced by cooperation with other brands using their own products or venues and media resources

4. The most important offline cooperation is event cooperation

This is a relatively common cross-industry cooperation, which mainly serves to divert traffic from each other and reduce costs

Next, I will give some examples of cross-industry cooperation between big brands. These examples may not be It is not applicable to the situation of each enterprise, but it may bring some inspiration:

Oh, it turns out that we can still cooperate in this way

Didi and Yuepaoquan cooperate on the "marathon car" concept

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Because marathons usually choose remote places in cities, it has always been a problem for athletes to take a taxi to and from the marathon. In view of this problem, Didi and Yue Paoquan launched a one-click call for Didi car service. Let the athletes sit better today after running 42.195 kilometers.

Compared with ordinary on-site advertising displays, it is more attractive because it captures the pain points of athletes. In terms of marketing effects, including pre-heating and within 5 days of the game, nearly 10 million people were covered offline and online, achieving cross-border marketing effects.

Uber, a veteran driver in cross-industry cooperation, his brand department claims to only cross-border without advertising:

★ Princess Pumpkin Car: On the eve of Children’s Day, Uber and GOELIA An on-demand service to realize the "princess dream". Through Uber, you can reserve an extended length Lincoln white princess car to help you realize your childhood princess dream, and jointly customize a beauty plan to help girls realize their princess dream.

★ Mom’s Exclusive Car: When school starts in September, Uber cooperates with Mom.com to provide special cars for new babies entering kindergarten, and use the camera to record the baby’s most precious moments. .

★ Special vehicles for getting off work: Uber and Southern Metropolis Daily’s CBD TIMES jointly launched multiple issues of “picking you up after work”, allowing white-collar workers to experience a comfortable and convenient way of travel for free.

★ Mobile libraries: Uber and Green Tomato have cooperated to prepare more than 100 reading buses in five second-tier cities, equipped with selected books from major publishing houses. If you are still interested in a certain book, you can borrow the book home through the Green Tomato Free Borrowing APP.

Find the same target audience. The cross-border cooperation brands chosen by Uber provide Uber with a steady stream of customer demand

Uber's Chinese competitor Didi

cooperates with Huazhu Hotels. A taxi-hailing platform entrance has been opened on the Huazhu Hotel APP to facilitate hotel customers to quickly request a taxi for travel. With the help of Didi, the dual taxi-hailing function of "real-time private car reservation and private car reservation" can be realized. At the same time, the "Million Red Envelope Huazhu Pay" campaign was launched, where customers can get taxi coupons of varying amounts simply by entering their mobile phone number.

Didi’s early cooperation with Huazhu Hotels can target mid-to-high-end customers in the hotel market. At the same time, Huazhu Hotels uses Didi to attract traffic and facilitate guests’ travel. This story is similar to that of previous hotels.

There are also many cases of cooperation between traditional industries and e-commerce

JD.com and McDonald’s cooperated - Give Me

In the mobile payment market, Alipay and WeChat Wallet The turf has begun to be divided up, and JD.com must also seize mobile payment for the ecological layout of its own group. In order to seize the market efficiently, JD.com also started cross-border marketing and fell in love with McDonald's. Through McDonald's stores across the country, it is then bound to the mobile client and "online banking" to guide users to make mobile payments.

Analyzing your own target audience, and using market research to inquire about the characteristics of the target audience and find other brands for cooperative marketing will produce better marketing results.

Vanke joins hands with Taobao to sell houses

From August 1, 2013 to July 31, 2014, users on Taobao (excluding Tmall consumption, transfers and remittances, and utility and gas payment) The total amount of consumption can be directly used as a purchase price at 23 properties of Vanke in 12 cities across the country, with a maximum deduction of 2 million yuan; if the transaction is less than 50,000 yuan, a discount of 50,000 yuan can be obtained.

1. Find the best cooperation point. By joining hands with Taobao, Vanke can take advantage of Taobao's high user stickiness to quickly attract popularity through the platform to achieve promotion purposes;

2. Obtain customer data and provide sample support for future customer research. Vanke can use Taobao data to discover potential customer groups.

By understanding the cross-industry cooperation of these brands, we will find some similarities, such as:

1. Understand your own resource advantages;

2 . Determine the pain points or demand points of your users through market research and analysis. In other words, most users will have a pain point when doing a certain thing, and this pain point happens to be something I can solve. You can work with this person. Cooperate on one thing, such as the Uber example just now. At first glance, the relationship between marathon and ride-hailing may not be that close, but if you think about it carefully, it is inconvenient to take a ride on the way to and from a marathon, especially after finishing a marathon. I was too tired and too lazy to look for a car everywhere, so Uber started from this point to cooperate with the marathon.

3. Clarify my activity goals through demand points

4. Finally, find suitable companies and entry points through activity goals

And among these, I personally think that determining the pain points of your users and finding the right companies and entry points are the two most important points. Of course, many people say that the most important thing in BD is connections. Yes, connections are indeed very important. This is also the meaning of the existence of our platform. One, but as I said in the article "You don't need to have many WeChat friends to do well in BD", if you really want deeper cooperation or enhance the value of BD, this kind of marketing thinking and analysis ability will It will be very important, because from personal friendship to corporate cooperation, the focus of the company is whether it can win and whether it can bring value to me.

Through the above summary, let’s simulate the general idea of ????a cross-industry cooperation.

If I am a plastic surgery hospital and I want to expand customers through cross-industry cooperation, How should I find it?

My core resources

Mid-to-high-end female customers and women basically need beauty services

Then we need to target customers who are also women. Enterprises

For example, online lifestyle websites or APPs;

For example, beauty salons are an upstream and downstream cooperation because many beauty customers also have plastic surgery needs, but beauty salons cannot perform plastic surgery. Project;

For example, wedding photography - women definitely need to be beautiful when taking wedding photography;

For example, in infant brands like Wanda Baby King, because young mothers also want You are beautiful;

In communities and communities, there will be more women;

In addition to women being the target customers, you can also cooperate in places where female groups gather

For example, nightclubs:

Because through surveys and communication, it can be learned that women in nightclubs pay more attention to their appearance. At the same time, nightclub bosses also hope that their employees will not have too much spare money;

The next step is cooperation. Normally we can change venues, put up some display racks, coupons, cash coupons in advertising spaces

or cooperate with each other's activities

In depth For example, if we cooperate with wedding photo studios, we can embed beauty items into the packages. Wedding photography studios can give this to customers as additional benefits

And plastic surgery hospitals can also give photo packages to customers in some way. , attract traffic to each other

But we must communicate well in advance about these gifted project services, whether there are additional consumption, etc.

In the event of in-depth cooperation, some activities can be jointly held. For example, the most beautiful goddess, the most beautiful photos, the most beautiful eyes, etc., we jointly organize and promote our own marketing points into the event

Through this kind of cooperation

1. Your own users get benefits;

2. The company gains a group of potential customers at the minimum cost;

3. At the same time, it reduces the cost of activities and marketing;

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Of course, there are many other points of cooperation, so I won’t go into details here. I’m just throwing ideas here. I believe that all the masters can think of more and better than me

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