Traditional Culture Encyclopedia - Photography and portraiture - What are the classic cases of cross-industry cooperation? What should we pay attention to in cross-industry cooperation?

What are the classic cases of cross-industry cooperation? What should we pay attention to in cross-industry cooperation?

From the case of big brands, this paper analyzes how different industries cooperate. Let's first summarize the common ways of cooperation in different industries.

The first one is online:

What's the difference between them?

1, push each other

Wechat, Weibo, APP, etc. Recommend each other to their own users.

2, the change of advertising location

Put each other's advertising space on their own platform.

3. Cooperation in online activities

Online activities such as voting, mutual assistance, publicity, and gift sponsorship.

4, members, points * * *

And then offline.

1. First of all, online cooperation can be transferred to offline, such as online advertising space changing to below-the-line space and so on.

2. Site replacement

3, physical replacement-for example, on the eve of the festival, enterprises need some gifts for customers or employees. In the past, it was mainly to spend money on it, but some other brands can cooperate with their own products or venues and media resources to replace it.

4. The most important thing offline is the coordination of activities.

This is a common cross-industry cooperation, which mainly plays the role of mutual drainage and cost reduction.

Next, I will give some examples of cross-industry cooperation of big brands. These examples may not be applicable to various enterprises, but they may bring some inspiration:

Ah, can we still cooperate like this?

The concept of "marathon car" in cooperation between Didi and Yuepao Circle

Because marathons usually choose remote places in the city, it is always a problem for athletes to take a taxi back and forth. It is precisely because of this problem that Didi and Yuepao Circle launched a one-click activity called Didi Special Car. Let the athletes sit better today after running 42. 195 km.

Compared with ordinary live advertisements, it is more attractive because it captures the pain points of athletes. In terms of marketing effect, including preheating in advance and within 5 days of the competition day, the number of offline coverage is nearly 10 million, achieving the effect of cross-border marketing.

Uber, an old driver in cross-industry cooperation, claims that his brand department only crosses the border and does not advertise:

★ Princess Pumpkin Car: On the eve of Children's Day, Uber and Gloria realized the on-demand service of "Princess Dream". Through Uber, you can make an appointment to extend the Lincoln White Princess car, realize your childhood princess dream, and jointly make a beautiful plan to help girls realize their princess dream.

★ Mom's exclusive car: On the occasion of the start of school in September, Uber cooperated with her mother. Provide shuttle bus for mom's new baby. Com users, and recorded the baby's most precious moment with the lens. .

★ Off-duty car: Uber and Southern Metropolis Daily CBD jointly launched a number of "pick you up after work" to let white-collar workers experience comfortable and convenient travel modes for free.

★ Mobile Library: Uber cooperated with Green Tomato to prepare more than 65,438+000 reading buses in five second-tier cities, which were equipped with selected books from major publishing houses. If you are still not satisfied with a book, you can borrow it home through the Green Tomato Free Lending APP.

Find the same target audience. Uber's choice of cross-border cooperative brands has provided Uber with a steady stream of customer demand.

Didi, a competitor who came to Uber in China.

Cooperate with China Hotel. Open the entrance of taxi platform on the APP side of China World Hotel, which is convenient for hotel customers to call a taxi quickly, and realize the dual functions of "real-time car use+reserved car use" with Didi. At the same time, the "One Million Red Packet Pay" campaign was launched, and customers can get taxi tickets with different amounts as long as they enter their mobile phone numbers.

In the early stage of Didi's cooperation with China Lodge Hotel, high-end customers in the hotel market can be locked, while Lodge Hotel in China can facilitate guests' travel through Didi's drainage, which is similar to the story of previous hotels.

There are many cases of cooperation between traditional industries and e-commerce

JD.COM shakes hands with McDonald's-Give it to me.

In the mobile payment market, Alipay and WeChat Wallet have started to carve up the territory, and JD.COM must also seize the beach for the ecological layout of its own group. In order to seize the market efficiently, JD.COM also started cross-border marketing and fell in love with McDonald's. Through McDonald's nationwide stores, mobile clients and "online banking+"are bound to guide users to mobile payment.

Analyze your target audience, inquire about the characteristics of the target audience through market research, and find other brands for cooperative marketing, which will produce better marketing effects.

Wanke Qianshou Taobao real estate

From August 1 day, 2065438 to July 3 1 day, 2065438, the total consumption of users on Taobao (excluding Tmall consumption, transfer and remittance, water, electricity and coal payment) can be directly used as the purchase price in 23 buildings in Vanke 12 city, with a maximum deduction of 2 million yuan; If the transaction is less than 50,000 yuan, you can get a discount of 50,000 yuan.

1. Find the best cooperation point. If you hold hands with Taobao, you can use the high user viscosity of Taobao to quickly attract popularity through this platform and achieve the purpose of promotion;

2. Strive for customer data and provide sample support for future research customers. Vanke can use Taobao data to find potential customer groups.

By understanding the cross-industry cooperation of these brands, we will find some similarities, such as:

1, know your own resource advantages;

2. Determine the pain point or demand point of your users through market research and analysis, or most users will have a pain point when doing something, and this pain point happens to be something I can solve, so you can cooperate with this one, such as the Uber example just now. At first glance, the relationship between marathon and taxi calling may not be so close, but it is inconvenient to take a taxi on the way back from marathon, especially when you are tired.

3. Define my activity goals through demand points.

4. Finally, through the activity objectives, find the appropriate enterprises and entry points.

Among them, I personally think the most important thing is to determine the pain points of our users and find the right enterprises and entry points. Of course, many people say that the most important thing in BD is personal connections. Yes, connections are really important, which is one of the meanings of our platform. However, as I said in the article "You can do a good job in BD without many WeChat friends", if you really want deeper cooperation or enhance the value of BD itself, this marketing idea and analytical ability will be very important, because you can make friends from individuals.

Through the above summary, let's simulate a general idea of cross-industry cooperation.

If I am a plastic surgery hospital and want to expand my business through cross-industry cooperation, how should I find it?

My core resources

Middle and high-end female customers and women basically need beauty services.

Then, we need to cooperate with companies that also target women.

For example, online life websites or APP;;

For example, beauty salons are upstream and downstream cooperation, because many beauty customers also have plastic surgery needs, but beauty salons can't do plastic surgery projects;

For example, wedding photography-women definitely need to be beautiful when taking wedding photography;

For example, infant brands like Wanda Baby King, young mothers also want to be beautiful;

Take communities, societies and women as examples, there will be more;

In addition to women as target customers, places where women groups gather can also cooperate.

For example, night programs:

Because through investigation and communication, we can know that women at night shows pay more attention to their appearance, and bosses at night shows also hope that their employees don't have too much spare money;

Then there is the way of cooperation. Generally speaking, we can change the venue and put some booths, coupons and cash coupons in the advertising space.

Or cooperate with each other's activities

In-depth, such as cooperation with wedding photos, you can implant beauty items in the package, and the wedding photography studio can give this as an extra benefit to customers.

Plastic surgery hospitals can also send photo packages to customers in some way to drain each other.

However, we should pay attention to communication in advance, such as whether these donated project services have extra consumption and so on.

In-depth cooperation can jointly hold some activities, such as the most beautiful goddess, the most beautiful photo, the most beautiful eyes and so on. * * * cooperate with the organization, * * * cooperate with the publicity, and put your own marketing point into the activity.

Through this cooperation

1, own users get benefits;

2. Enterprises can obtain a group of potential customers at minimum cost;

3. At the same time, the cost of activities and marketing is reduced;

Of course, there are many other cooperation points, so I won't go into details here. I just want to attract jade. I believe that all the great gods can do more and better than I thought.

If you want to see more relevant information, please pay attention to enterprises and States.

Cross-industry cooperation platform for professional merchants