"Tibet" adopts the means of content marketing, that is, the marketing information of corporate brands is integrated into the content, and then passed to the target consumers together, hoping to increase their acceptance. First of all, BMW mini chose to cooperate with Tudou. Tudou is young and creative, and MINI is young, branded and creative. The combination of the two makes "content marketing" very emotional; This is a brand communication case in a completely different content channel from commercial advertising. Both brands are based on the theme of youth, vitality, individuality and freedom, and the similar brand characteristics make their cooperation more tacit; Using big data, I learned the spirit of young people who dare to take risks and explore, and the influence of Tibet in people's hearts, so I chose this popular theme to participate in the production; In the film, the intersection of five routes into Tibet not only touched the hearts of netizens, but also showed the performance of mini products in all directions, and made reasonable plans for different consumer groups.
Then not only the top management of the two brands participated in the discussion and exchange, but also the stars participated in the publicity activities. The documentary "Tibet" also cooperates with the national documentary platform. With this guarantee, it is equivalent to having a double standard of brand and word of mouth, and word-of-mouth marketing is the best marketing method. Then appropriately raise the topic heat, and a successful content marketing has attracted the attention of the public and achieved the original marketing purpose.
Ma (foreigner), the brand management director of BMW (China) MINI, made a good summary of this case: He said that the similar brand genes and values and the extraordinary trip to Tibet made MINI and Tudou become good content partners and entered the advanced stage of brand cooperation. MINI hopes to go further in future cooperation and create better and deeper content with Tudou. Yang Weidong, president of Tudou.com, also expressed his great hope that young people's favorite content will be put together in the form of brand alliance, and more favorite content will be presented to young users from the concept, communication and mechanism of the program, so as to realize their dreams together.
First, BMW's high-profile pricing strategy.
BMW's goal is to pursue a successful high-priced policy, which appears at a higher price than other Volkswagen cars. BMW believes that BMW has formulated a high-price strategy, because high price means high quality of BMW cars, and high price also means the status and prestige of BMW brand, which shows the particularity and uniqueness of BMW brand compared with competitive brands.
Features, high prices show the social achievements of car owners. In short, BMW's high-priced strategy is based on the company's high-quality products and perfect service characteristics superior to other manufacturers' brands, as well as the value symbolized by the BMW brand. The price of BMW cars is generally higher than that of similar cars 10%-20%.
Second, BMW's direct sales channel strategy in Asia
As early as 1985, BMW set up an Asia-Pacific branch in Singapore, which was responsible for the sales of branches in Singapore, Hongkong, Taiwan Province and South Korea. In terms of sales methods, BMW adopts direct sales. BMW is a unique, personalized and technologically advanced brand. BMW is not targeting the Volkswagen market. Therefore, we must adopt meticulous and personalized means to convey information to customers in a direct and effective way. Direct selling is the best way to meet this demand. BMW has more than 3,000 direct sellers in Asia, who directly created the sales miracle of BMW.
The two main goals of BMW's direct sales in Asia are: one is to be able to face the uncertain target market, and the other is to successfully deliver information to the target customers. These goals cannot be achieved only by traditional advertising methods. Other goals to be achieved by direct selling include: strengthening communication between BMW and customers, and making BMW a successful enterprise closest to customers; Establish a long-term and stable relationship with customers by talking to them; The company's financial situation, sales situation, after-sales service, spare parts configuration, etc. should communicate with customers and other external communicators; Use the word-of-mouth of BMW's existing customers to convey BMW's information and establish BMW's brand image; Using the existing customer information, establish the company's internal marketing information system.
BMW will also focus on providing good service and ensuring the supply of spare parts. For the newly-opened marketing area, a service organization will be set up and a reliable sales support channel will be established before the sales activities are carried out, and BMW's automobile marketing strategy will analyze brand management.
Third, BMW's long-term promotion strategy of hooking big fish
BMW's promotion strategy does not aim at increasing sales volume for quick success, but considers that the promotion activities must achieve the following goals: successfully integrating BMW's brand positioning into potential customers; Strengthen the emotional connection between customers and BMW; Based on the overall image of BMW, improve the combination of BMW products and services; Provide detailed product information to customers. Finally, through various promotion methods, BMW can have direct contact with customers, exchange information with each other and establish a good brand image. Considering that today's consumers are faced with countless advertisements and commercial information, BMW has adopted various promotion methods, including advertising, direct sales and public relations activities, in order to effectively convey the information to the target customers.