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Flying benefit riverside is loved in first time net of China

September 13, 2008

The love of flying benefit riverside and cereal song has bit of legend color quite: One is hundred years old store, traditional industry, one is network new fighting spirit, technical forward position, this kind of ” often matchs ” less to brush the scintilla that gave intense emotion unluckily; We discover again later, both still not be free love, headquarters of Holand of flying benefit riverside and cereal song whole world are ” of ” friendship spanning for generations originally.

Flying benefit Pu Zao entered Chinese market 1920, established the first joint ventures 1985, the China that is an old brand is connected, it is the ” of touch net of first time ” that they are in China this however. Refer this ” dates the experience of ” , sonny of chief marketplace apparitor says division of big China of flying benefit riverside, begin some perturbed are returned actually in the heart.

“08 China see me! “It is to fly to benefit riverside company to be aimed at the series that Chinese market rolled out 2008 technically to popularize an activity, because of this before be in early on March 31, company of China of electron of flying benefit riverside and Chinese country bicycle the team announces in Beijing bilateral knot is a partner formally.

Mobile plan puts in for the advertisement with countrywide limits, the brand sale that interacts to undertake conformity with the form such as spot activity on combinative net. Move around the bicycle, arrive from April in August, span 10 many main cities of countrywide are held. The Medical Protection that basically falls around banner of flying benefit riverside, illume and high grade life 3 business roll out market activity, broad consumer is the appeal bang the drum for sb of motorcade of national proper motion, also pass at the same time with consumer interact actively, raise everybody to be opposite the attention of health and environmental protection.

Cent of whole activity link is 4 themes: “The ” that 08 China see me, “08 is wonderful the ” that sees my ” , “08 move the ” that enjoys health to see me and “08 green to see me. This old brand had changed flying benefit riverside high end and mature original fixed position, continue in the strategy of Chinese market lay particular stress on cultivates potential market, with young consumptive group, pass the conduct propaganda of pair of green and energy-saving concept, the establish of brand image root health of flying benefit riverside arrives in new consumptive group.

The sale activity that benefit riverside flies to to be in China before is centered commonly online below, pass the activity below the line and consumer contact, essence of ” of riverside of direct sermon flying benefit at the heart, brief the brand concept at travel ” , had not tried the integrated transmission that the activity leaves with the line on the line.

Although fly,benefit riverside whole world lives way of sale of on-line of the union below the line in the other area trial such as North America, and prove the result is right, but the respect of flying benefit riverside of experience Taoist priest cooperates to this, begin or maintained a kind of cautious attitude, after all Chinese market not only capacious and more complex. Appear nevertheless very the complementary dominant position that leaves with the line on the express was shown, flying benefit riverside and network are brushed gradually in deciding gave scintilla.

Integrated multiresource is stereo transmission

Internet has become the fact of be obvious to all in the rapid development inside global limits, and China is one of markets with Internet the rapiddest development, chinese Internet online number had exceeded 230 million 2007, suffer youngly numerous group of faithful support that are network media more person. Carry the market research of early days, respect of flying benefit riverside discovers, network media besides development rapid, still an outstanding characteristic can undertake multimedia conformity better namely.

Investigation shows, if consumer sees a ad that he is interested in quite on other media, so the televiewer of 37% , the planar reader of 30% , the person that the outdoors advertisement of 20% is watched, and audience meets the reception of a radio of 17% to so that obtain more comprehensive information,have farther search to the network.

How can all alone powerful search the activity below the line of engine and flying benefit riverside is united in wedlock effectively together, be in thereby right time, to exact cause group, transmit accurate brand information, more significant favourable geographical position undertakes with search engine the brand travels, it is the target of this integrated sale.

Flying benefit riverside posed 3 particular challenges to network media: One, it way there is is OK to there is way is the help built, the brand image that transmits flying benefit riverside? 2, how to fall through the line, on-line combines the result that will enlarge sale effectively, enhance the brand image of flying benefit riverside? 3, how to apply on-line to evaluate a method effectively to monitor and optimize the with integral sale effect below the line?

Liu Fang of senior market manager evaluates area of big China of flying benefit riverside: Before two challenges are to continue to consolidate and reinforce transmission brand image, the 3rd challenge was involved further how to measure mobile outcome. The focus that benefit riverside care flies to in integrated activity is centered in, how to pass the mobile resource below line of conformity of the resource on the line, achieve the double growth of brand acknowledge thereby.

The line on “X-branding” line of Gu Ge lays sale conformity plan, concept of among them integrated sale appears as it happens agreed to fly the target of benefit riverside, then both also begin from cautious to awake photograph cherish.

Whole sale plan is specific and integrated 4 parts: The union of conformity of key word advertisement, product, multimedia, and the effect is monitored. All these content the activity below the line of riverside of marriage flying benefit undertakes. Plan clique of boost the morale of of family of ” , ” to wait to beautiful ” through medical treatment of countryside of riverside of ” flying benefit on one hand different board piece the activity below the line, permeate include 2, 3 lines city and country inside various market, and the consumption of different age layer group in; Join the transmission force that the brand enlarges on the line on the other hand.

Around move the concept such as healthy ” of energy-saving ” of ” green ” , ” , ” , the ” of ” key word that possesses associated information in the input on search engine, no matter be to searching a page, still click enter corresponding webpage content, with respect to the relevant advertisement information that can see this activity; Return conformity on the line additionally Gu Ge’s in-house other and relevant product, when the person that the brand image that assures flying benefit riverside is being used uses corresponding tool, can see the pattern of different system reveal one’s true features of this brand.

Besides through ” key word ” is linked and in-house product conformity travels, to increase the transmission effect of the brand, “X-branding” plan returns a ” of ” website alliance, and newspaper, TV, broadcasting station, outdoors wait for multimedia resource also include among them, then different brand publicizes means, different media conduct propaganda blends each other, formed stereo transmission. Can see TV ad on the search already, also can be in TV ad, if be being searched,be hinted pertinent information is inputted in engine, can understand more.

Search the determinism that can measure

To flying benefit riverside has the old brand company of brand foundation so, people secures relatively normally to its company image and brand impression: Think product of flying benefit riverside slants generally at maturity and high end, sonny is during Holand headquarters hold office, headquarters of flying benefit riverside once left the line to be united in wedlock together with the network, what that sale is aimed at is young student market, produced the result that expect is less than however.

But how to go to foreign experience and successful case engraft more mixed China market, it is a not little attempt and challenge however, make flying benefit riverside abandon apprehension, still have additionally a bit more important, see the network is monitored namely can measure a gender. And how to undertake to mobile effect science is monitored reasonably, be activity of the public relations below line of very much traditional company is short board.

Nielsen is mixed on the line to whole project the part below the line undertook monitoring, as a result discovery passes the couple below the line on the line, no matter be from target crowd get, still go up from the range that promotes a brand and deepness, the effect exceeds onefold transmission mode greatly: The transmission below line of flying benefit riverside up to spread out in the round on May 5, subsequently inside a week, discharge of its government webpage increased 300% , search quantity increased 703% ; Conversely the activity on the line also makes partial consumer browse website of flying benefit riverside repeatedly: The person that visit browses a frequency on average from the test 1.38 of a week, go to the 2nd week to increase.

In the meantime, the activity of campus of flying benefit riverside that is aimed at student group passes as photogenic as the line couple, make a student be opposite of brand of flying benefit riverside love to spend remarkable promotion 8% ; The student changes the intention of energy-saving lamp, also promoted 14% , made up for the inadequacy of the activity below the line effectively.

Flying benefit riverside is in China first time touch net, fall in love at first sight with Gu Ge ” ” , although have the company of numerous and jumbled of orgnaization of hundred years history to this, cooperate with what the line falls on line, need is affected involve include conformity of originality, agency, and of the result monitor and optimize those who wait to cross a branch in great quantities to cooperate. Although the ceremony is multifarious, but both decide customer service is difficult it seems that, continue to hold your hand, new round integrated sale plan also has been in brew in.

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Written by ITTech · Filed Under Instant Technology