3G bonfire, digging gift market gold mine

3G may not be easy to understand for the majority of consumers. However, “it is like a spring night when the trees are blossoming,” and 3G becomes a transmission rate in television, magazines, subways, and public transportation networks. The highest advertising vocabulary, 3G marketing battlefield is like a raging fire. It goes without saying that the development and upgrading of the 3G business marketing battle, the important marketing tool in modern marketing - gift marketing will be widely used.

How will gift marketing be applied in 3G marketing? In my opinion, it is mainly reflected in the following four aspects:

1. "Pull the heart (new) card"

In the promotion of 3G services, the establishment of a strong brand identity, the establishment of a high degree of business brand reputation, and the emotional connection with consumers are what the major operators are dreaming of. In addition to the use of emotional appeal advertising and considerate public relations services, gift marketing is also a good "pull (new) card." The specific use can be roughly divided into two forms: One is to pull new customers, so that customers who do not use 3G use 3G services. For example, 3G services are mainly used on computers and mobile phones. Full-featured or high-quality computer accessories or mobile phone accessories will generate strong consumer incentives. In this regard, operators and a number of mobile phone accessories suppliers have conducted business cooperation. It should be said that there is a great market demand. This kind of gift requires a low grade, rich functions, and stable quality. The second application of gift marketing as a "pulling (new) card" is to stimulate existing 3G users to use 3G for new services. In this case, the choice of gifts for gift marketing is slightly different from the first. The user's attention to the relevance of the gift function has decreased. Novelty and practical products are more popular with such users. For example, car accessories, small household electrical appliances and even household products are good choices.

2. "Dissemination card"

3G business brand promotion In addition to advertising methods, offline event communication and experiential marketing are also very important sections of the overall marketing communication strategy. Campaign marketing and experience marketing are companies that directly face potential consumers. Their purpose is not to directly provide consumers with sales services, but to effectively communicate the brand philosophy, product features, and user experience platform. The amount of gifts used on this occasion is very large. The first "gift card" gift is to have good media capabilities. The price is not high, but it can't be too cheap. The design is novel, has a certain entertainment, and it is easy to print the brand logo. At the same time, the gifts themselves are more in line with the company's brand image and wide appeals in terms of craftsmanship, popularity, etc., such as exquisitely designed toys. , dolls, cloth, color stickers, jewelry, etc. are all good choices.

3. "Promotion card"

The company's activity marketing often also includes on-site product sales or service handling. The promotion of 3G business activities to schools, communities, street plazas, and large shopping terminals is also an inevitable trend. Currently, communication carriers mainly use discounted monthly subscriptions or promotions with different levels of discounted activities. The gifts are mainly in line with these discount activities of the operators. What kinds of promotional items are more attractive to 3G users? In general, it is necessary to meet the characteristics of low price and high quality. The price of the product may be relatively low, but the design is exquisite and the practicality is high. For example, exquisite small alarm clocks, coffee utensils, parasols, small night clocks, simple cutlery, home textiles, and indoor decoration are all very popular.

4. "Feedback card"

In the 2G era, China Mobile established a points exchange mall through modern e-commerce. Point marketing has played a very important role in promoting its business growth. China Mobile has also spared no effort in this regard. A year's worth of points gift purchases reached nearly 10 billion. China Telecom and China Unicom are at a disadvantage in market competition and there is a certain gap between their integral marketing levels and China Mobile. It can be foreseen that the restructured telecommunications and Unicom will certainly strengthen the construction of their integral marketing platform and establish a better feedback channel for consumers. The demand for integral gifts will also be enormous. So, what are the characteristics of gifts as a gift to consumers? I think the most important point is the uniqueness. This kind of gift does not have a similar product on the market or its brand specificity is particularly strong. It is also very important that points redemption is a systematic marketing process that meets the exchange requirements for different spending credits. Therefore, in order to reward gifts with points redemption, we must pay attention to the richness of the products, and must cover different levels from the use purpose and price point.

All in all, the competition in the 3G business war will inevitably detonate the telecom operators' demand for gift marketing. The arrival of 3G will undoubtedly provide the gift market with a huge market gold mine. However, the 3G marketing campaign is after all an extremely complicated system project. It also requires the entire industry to work together to develop the gold market.