Well-known marketing scientist Don Schultz said that if integrated marketing communication is an integration of enterprise system resources, then cross-border is more of an integration of enterprises to establish an industrial chain outside the system. The cross-border integration object can be An idea concept can be a service method or just a cultural element and product function.
When the innovative cross-border marketing becomes the norm in the industry, there are still companies that constantly break through the boundaries of marketing and create a surprising marketing model.
For the upcoming spring promotion market, a few days ago, the two marketing leaders from Zhejiang came together. The theme of “100 million Oaks Gifts 200 Million Bottles of Drinking Opportunities Wahaha Tea Drinks to Win Wins Ice†was kicked off by Wahaha Group and Oaks Air Conditioning. Oaks provided 1,000 Oaks brand air conditioners and 5,000 Oaks phones for the event. At the same time, consumers only need to open the words "Aux 100" to purchase the designated air conditioners at all Oaks air-conditioning sales outlets across the country.
Fast and slow
In the past, there was no shortage of cross-border marketing cases between the food and beverage industry and consumer electronics products, but it was usually centered on self-sales in the food and beverage industry, and consumer electronics products often appeared as sales promotion prizes. And most of the durable consumer goods manufacturers use self-purchasing and other means to sell some fast-moving products as promotional gifts. Fast-moving products and durable consumer goods companies have formed a cooperative relationship, and the way of marketing media and promotion paths is rare. This is also known as the foreign business alliance.
In the past industry alliances, it is generally believed that alliances with relatively high product relevance will have better marketing effects, such as flooring companies and alliances of kitchen and bathroom, furniture, etc., but Oaks, which has always been known for its marketing innovation, has the same Wahaha, which has made great achievements in innovative marketing, is an innovation and breakthrough in the marketing industry. Beverages and air conditioners and digital products seem to be two kinds of irrelevant products, but in fact, the peak seasons of tea beverages and air conditioners are highly coincident. When tea drinks are hot, air conditioners also enter the peak season. Therefore, although the air-conditioning and beverage alliances are unexpected, they are reasonable. Beverages are fast-moving consumer goods, while the consumption cycle of air-conditioner mobile phones and the like is relatively long. In the combination of speed and slowness, Oaks' brand spread rate is greatly accelerated, and it is landing on a very wide range of consumers, and the promotion of beverages is greatly enhanced.
Broken ring and broken boundary
Cross-border integration and the creation of the Blue Ocean have gradually become the success rules of the business world in recent years. Doing cross-border is not just a simple superposition of multiple elements, but more of an integration of cross-border thinking.
In the past marketing events, Wahaha and Oaks have created classic cases. Oaks has created a cross-border collaboration with the magic coach Milu in sports, making it stand out among the many brands of the year. In recent years, Oaks has successfully created a “black and white match†in its marketing – driving the sales of air conditioners in the booming season of the white goods market. At the same time, Oaks also integrated the market resources of the newly-married new home appliance package during this period, which can be used as a cross-industry classic marketing case.
Following the international movie star Jet Li, creating a new journey for air-conditioning companies to build brand drive. Oaks once again hand in hand to the health drink king Wahaha, from the potential target group of young people as a breakthrough, build marketing drive, and finally establish a driving force for enterprise development.
Wahaha is also a master of cross-border marketing. Its innovative production of juice + milk, green tea + beer drinks, although unexpected, has created a new experience for consumers. Through the cooperation with the online game "Fantasy Westward Journey", it has effectively spread the huge group of registered users over 180 million. In mid-2010, Wahaha announced another march into the milk powder field.
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