Postcard marketing case

In our impression, postcards are carriers of emotional sustenance. We send postcards to family and friends in strange cities, but postcards can also be a marketing tool. Then I will learn about the postcard marketing case with readers.

Postcard marketing case 1

Xiaomi's postcard marketing

What is the theme launched by Xiaomi Company at the end of 20 15? 20 15, are you my best friend? New Year greeting card application activity is a successful attempt of postcard marketing innovation in recent years.

2015165438+1at the beginning of October, in order to promote Xiaomi community APP, Xiaomi management proposed to use postcards as traditional media to stimulate brand community interaction. Subsequently, Xiaomi Company contacted China Post to implement the detailed rules, and independently designed 10 postcards including the QR code of the lucky draw, funny puzzles and handwritten greetings. 65438+February 10 ~ 2 1 Xiaomi Company issued a postcard application activity notice on both the mobile terminal and the PC terminal. With the influence of Xiaomi brand, 10 days 150 142? Rice noodles? Participate in activities. The most touching thing about the whole activity was that Xiaomi mobilized all employees to write original greetings and sign their real names. Received a postcard? Rice noodles? You will show your harvest in the online virtual community and say hello to Xiaomi employees who write to you. By writing postcards and mailing postcards, we inspired every Xiaomi employee and everyone? Rice noodles? Direct, real and intimate interaction between them. In this activity, the virtual community and the entity handwritten postcards, taking a two-pronged approach, successfully achieved Xiaomi's marketing goal of establishing brand community identity between employees and customers, and at the same time let us see the perfect integration of traditional businesses such as the Internet and postcards.

In the above cases, we can see that postcards play a key role in stimulating customer fit in online and offline integrated marketing activities. The so-called customer fit refers to customers' actions other than buying a company or brand, including word of mouth, recommendation, blog writing and comment writing. Psychologically, it is a continuous psychological connection between customers and enterprises or brands, which is produced in interactive experience and is a dynamic and repetitive process, which can be manifested as trust, commitment, brand self-connection, emotional attachment and loyalty.

In Xiaomi's marketing activities, the content elements and communication elements of postcards enhance customer fit from both behavioral and psychological aspects. In terms of content, the lottery QR code in the postcard urges customers to scan the code to pay attention to the winning information; 10 Different styles of puzzles are interesting, prompting customers to answer and share them with friends; One-to-one, customized New Year greetings have prompted customers to have emotional and sincere contact with concrete and living Xiaomi employees, and strengthened their brand self-connection and emotional attachment through customers' affectionate messages in online communities. In communication, postcards, as non-virtual physical letters, are good at emotional transmission. Coupled with the handwritten handwriting of employees, a large-scale marketing communication activity involving 654.38+10,000 people was properly implemented as a one-on-one brand dialogue and interactive experience.

From 2 1 century, customer fit has become the new focus of marketing practice, emphasizing the interaction between customers and enterprises, customers and customers; Emphasize the long-term relationship maintenance between enterprises and customers; Emphasize the value of enterprises and customers. As a marketing communication tool, postcards are good at point-to-point and two-way emotional communication. By making full use of these characteristics, postcards can effectively help enterprises to carry out marketing communication activities aimed at customers.

With a small postcard, let the huge Xiaomi company and more than 65438+ 10,000? Rice noodles? After experiencing a unique emotional blending and brand interaction, such creativity can not help but make people applaud!

Postcard marketing case 2

China Post Greeting Card: Writing Blessings, Passing the Truth Activity Marketing

In the fast-paced life, people are used to keyboard input and various convenient input methods, but forget the most familiar expression-writing.

A gentleman writes a good book, and the book passes on the ceremony, and the ceremony returns. As a greeting card for China Post? A gift? The root of culture, the core idea. As the initiator of this activity, China Post hopes to arouse people's memory, familiarity and sincere wishes to their relatives and friends through this postal greeting card activity!

This activity was spread through a combination of offline activities and online blessing activities, from Douban. I like postcards? The group initiated to collect people's sincere wishes on the streets of Xidan and Sanlitun in Beijing during Christmas, and recorded a series of videos on the spot. All postal greeting cards collected on the spot were uploaded, photographed and mailed, and uploaded to the blessing topic post of the popular forum of Maopu, so as to collect New Year's wishes on the floor of 20 1 1.

Through this activity, we truly recorded people's views on? Write blessings and convey the truth? For the bearing function of postal greeting cards, the expression of true feelings is obviously the most powerful!

Postcard marketing case 3

Marriott hotel? Virtual reality postcard? marketing

Virtual reality service is now one of the room services provided by Marriott Hotel. This service is currently available at Marriott hotels in new york and London. Guests can call room service or apply for a 24-hour Samsung Gear VR headset on Marriott's app.

After putting on your glasses, you can receive three postcards from the Andes in Chile, an ice cream shop in Rwanda and the noisy streets in Beijing (obviously these three places are magical, hmm. )

This is a set of experimental photos taken by Marriott and Framestore, a visual effects company. They * * * tracked and filmed three groups of real travelers, filmed their stories into short films with 3D effect, and sent them back to every passenger staying at the designated Marriott Hotel in this way.

Framestore is one of the top visual effects companies at present, and has worked in Avatar, Gravity, Harry? A series of super blockbusters, such as Harry Potter and the Legend of Narnia, have previously reported on the virtual reality store experience provided by Framestore for American outdoor brand Merrell, which can be said to be very familiar in this field. The following is a promotional blockbuster launched by Marriott for this service, which really makes people feel the urge to travel.

Users only need to enter the transmission point, put on the equipment, and they will? To a virtual hotel lobby, and then they will be transported to Hawaii or London again.

This is another effort by Marriott to seize the younger generation. In the past few years, these young consumers who have gradually become the main consumers are flowing to Airbnb or smaller boutique hotels. The two projects mentioned above belong to Marriott's global marketing strategy? Wonderful trip? (Wonderful trip), this plan was put forward in 20 13, and was formally incorporated into Marriott's strategic goal after 80' s and 90' s.

According to Marriott's data, these young people born between 1980- 1995 now account for 1/3 of the hotel's total customers. Marriott believes that in the next four years, 60% of its business target population will be post-80s and post-90s.