Double Anti-routine Marketing, Play Something Different

Things Festival", using "good things + fun + good services" to detonate high-quality consumption, with a final turnover of 158 billion; Vipshop will play the "no routine" approach and bid farewell to the digital game with "one price"; Tmall uses coupons, red envelopes, deposits, allowances, store coupons, etc. to carry out the full reduction, creating a record of 213.5 billion transaction volume, and 237 "100 million yuan clubs". Today, Double 11 is more than just an e-commerce business.

Brands involved in all aspects of clothing, food, housing and transportation are involved in this huge carnival. Whether more resources can be integrated into the battle will determine who has the last laugh. Anti-routine marketing, play something different In the Double 11 battlefield, which is bombarded with advertisements, consumers are becoming more and more tired of aesthetics, and it is difficult for conventional promotion methods to spark, so try the opposite. Adding unusual and subversive ideas to Double 11 marketing, combined with unique and innovative gameplay, can bring new experiences to consumers and receive unexpected surprises. 1. The less you Bulk SMS Service buy, the greater the discount, and the anti-chopping is in progress According to the general idea, in order to increase product sales, merchants will put out the slogan "the more you buy, the more favorable the price", to stimulate consumers to make impulse purchases. When all merchants use the same formula to sell undifferentiated products to savvy customers at similar discounts, the effect can be imagined: either they are ignored or they are annoying.

At this time, you might as well try the routine of "anti-chopping your hands" and "rational chopping your hands" , that is, to clearly tell the user that the discount is only within the purchase of 2 (or 3) items in this store, and the excess will not be discounted. For example, during the 618 period in 2016, NetEase Yanxuan played the wave-and-reverse routine and comprehensively launched the concept of "3 pieces of life aesthetics": Contrary to the tradition that the more you buy, the greater the discount, it is stipulated that the purchase of less than 3 items will be discounted, and more than 3 items will not be discounted. Consumers are encouraged to choose the products they really need and live a "just right" life. First, the form of activities is not conventional, which makes users feel fresh; second, based on the insight of “you will regret after buying” on Double 11, it helps users to consume rationally, which will undoubtedly reduce the probability of returns and refunds, saving consumers and merchants. unnecessary trouble. Finally, this kind of promotion based on "consumer interests" and "really for their sake" can win their favor. 2. Alternative positioning, implement the strategy of "product = order collection" There are so many brands participating in the Double 11 War, and the competition is fierce, and their full reductions and discounts are the highest in the whole year, which attracts consumers to buy them frantically.