Towards the end of this year, Evergrande Spring, in joining with five mainstream portal websites, launched the second marketing attack, a massive interactive marketing activity which is to cause sensation in the network world. And it is understood that, this is the second marketing tide following that on November 9 when the finals of AFC Champions League was held, and this activity will lead consumer to find product quality through online interaction with the help of five portal websites such as sina, and driven channel construction through offline netizen interaction and frequently played out ads.
Focus On Quality of Evergrande Spring Through Efforts Both Online and Offline
Different from simple promotion adopted by normal product marketing activity, this activity pays attention to combining online and offline together, emphasizing on interactivity and participation, as well as incorporating quality elements of Evergrande Spring into a series of online interactive games. By means of a series of internet products that have a large number of users, which include micro-blog, we-chat, video and online interactive game of five major portal websites, this activity realizes in-depth interaction with netizen from multiple perspectives and narrows the psychological distance between Evergrande Spring and netizen, which have substantially increased their awareness and liking of product.
Meanwhile, this activity will also take advantage of website’s offline organizing capacity, and organically combine online and offline together by encouraging netizens to find sales outlet of Evergrande Spring around themselves, so as to let them have a close look at Evergrande Spring’s excellent quality in the real sense.
Incentive for this activity is unprecedentedly generous, with rich and diversified rewards. Besides normal small gifts, netizens who participate in it will have opportunity of training with Evergrande stars, getting package of family tourism to Changbai Mountian and Evergrande luxury house with seascape in Hainan, which once again fully represents the character of Evergrande, that is, do the best, or never do. Netizens from all over China strive to participate in this activity once being promoted out, creating an upsurge of finding Evergrande Spring’s quality.
Supported By Confidence In Channel Evergrande Encloses Land With Fast Speed
Senior FMCG person suggested that, Evergrande Spring’s appearance on the finals of AFC Champions League is absolutely an ingenious marketing event in 2013. “But for Evergrande, it’s imperative to strengthen the education of consumer and have work done on channel, which, after all, is the most important factor and the last commanding point.”
Regarding the construction of national channel, Evergrande, in relying on its layout of real estate business, has quickly completed business layout in over 300 provincial level cities of China. In consideration the character of FMCG industry, the laying of channel is a long-term task for Evergrande team, and it is a big challenge to realize the distribution of millions of sales terminal in a short period of time.
Marketing technique of long distance passing and crossing, and the strength guarantee of Evergrande as a leading real estate enterprise will be a strong support of distributors’ confidence. And the second marketing attack is sure to promote the channel construction to be more prosperous.