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One of the happiest things during the Spring Festival of the Year in 2014 is to “grab†the WeChat red envelope. The overnight popularity of “WeChat Red Packet†makes it even less dare to underestimate the communication effect of WeChat as a new medium. According to analysis by industry insiders, the Internet thinking that has been injected into social networks in traditional habits and the commercial ideas that have been spawned from this are excruciating. Wechat marketing seems promising for some time to come.
In the prevailing wind of new media transmission, major domestic truck companies are not far behind and are extremely sensitive to take actions to continuously innovate marketing strategies and expand marketing models. It is not difficult to see the current investment in truck marketing that in the increasingly fierce new media marketing, the most dazzling and most brilliant marketing model is not a WeChat. Reporters found that more and more truck companies and truck brands began to be included in WeChat subscriptions and WeChat service numbers. This shows that while major truck companies are stably fighting for layout marketing, the concept of communication is gradually catching up with the trend and beginning to adopt new media marketing methods.
Conversational end-user 100% communication barrier-free "Will you sing where Omar can go?" "In my home, there is a car that is cool. Emissions standards have reached State IV. Cummins Power is rain and shine, traveling through the streets of the city..." At the end of 2013, the light and interesting “Where is Omagh?†should be broadcast on WeChat with the hit TV show “Where Did Dad Go?â€. This activity has attracted the attention and participation of many users. In a relaxed atmosphere, the Omar Light-Cart brand has a 100% barrier-free dialogue with end-users.
It is not difficult to find out the characteristics of the current fleet of truck users. After the 80s and 90s, the young people who grew up with the new media have become the main force in buying cars. In addition to the influence of the Internet microblogging and the forum, the rise of WeChat has become a hot topic. According to the reporter, almost all truck companies have opened the WeChat account number. From FAW Jiefang Truck Alliance, Dongfeng Window, Union Trucks to Foton Daimler, Foton Ouma are all available. As an emerging hot market for Internet marketing, WeChat redefines the communication between truck companies and users. The OEM is no longer through the establishment of communication between the distributor and the service provider and the end user. Instead, the OEM has realized the direct connection with the end user with the help of the new WeChat media.
How does the marketing of trucks using WeChat as a medium achieve direct dialogue with end users? The reporter then used the official WeChat of the Foton Daimler car as a case study. On January 13, 2014, I heard that Futian Auman was “giving gifts†to his official minion. The reporter immediately reviewed the public micro-signal of Foton Daimler. Sure enough, the “Triple Gifts to accompany you for the New Year†activity is in full swing. The event requested that the “New Years immediately†be returned in a specific period of time and then enter the scraping page to scrape prizes. In the near atmosphere of the festive atmosphere of the New Year, the reporter participated in it for many days. Although the lucky goddess did not even patronize, she was still very happy. I believe that the truck driver will participate in a prize while he is busy in the sports car and he will be in a good mood.
After the mystery New Year gift sales event, Foton Daimler Motorsport Micro launched a series of activities such as "Happy Spring Festival Blessing," "Customizing Spring Blessings to Win the Lucky Year of the Horse" and "The Most Valuable Driver Selection". Judging from these activities on the WeChat platform, truck companies have opened up “telephone†services with their successful end-users and are conducting dialogues with almost 100% reach.
Due to the strong year-end flavor during the Lunar New Year, we have launched a series of award-winning activities through WeChat, not only the Futian Auman family, but also the joint truck “becoming polite†and “when Valentine's Day meets the Lantern Festival sunbathing prize collection†event; FAW Liberation truck alliance "Yuan Zhen guess riddle ridicule along with" activities; "truck driver's home" public number "all the way counterparts, Shaanxi steam heavy truck" raffle activities ... ... is also very lively, in the fun and little finger interaction, Increasing the friendliness and acceptance of users’ brands and enhancing the reputation of the brand is an intellectual measure.
Micro-channel marketing is the key to the success of value <br> <br> someone says, "provide value, not to attract attention, this is the attitude of micro letter, it is also key to the success." In a certain extent, this is also a truck Wechat marketing description. As a new medium for truck marketing, WeChat must have deeper levels of content and valuable information in order to highlight its platform's commercial value in addition to the fun-filled communication of all people's entertainment. The value is also the key to the success of the truck company's WeChat marketing.
The publication of intimate reminder of maintenance knowledge is one of the WeChat maintenance channels that many truck companies are implementing. After investigating that many young truck drivers are using WeChat, Shaanxi Auto Heavy Trucks has established a truck driver's house public number, which regularly publishes information that is close to the truck users, as well as vehicle maintenance and repair precautions. For example, when the snow falls during the Spring Festival, the group will release tips on the driving brakes on the snow and ice roads, so that users can travel more safely. In addition, some articles on health, folk customs, etc. will be published. These thoughtful and useful information are naturally easy to win the user's favor.
The recent launch of the "Truck Driver's Attention" activity by the Foton Automobile Construction Truck Division was the first to win people's attention on WeChat. This is a goodwill for truck drivers who are keen to focus on the proliferation of public welfare activities. At the same time, Futian Ruiwo also launched the "Wai Ai Wo home" caring users of the WeChat platform. The function of this micro-signal is described as "From the concern for life to the help of the work, Fukuda Riwo will provide users with endless care." Paying attention to industry events and groups at the social level and integrating into the public interest will further expand the influence of the company’s WeChat public number and enhance its brand reputation.
However, Xi'an Cummins, an ancillary company, seems to be one step ahead of major truck companies in terms of realizing direct connection with end users through WeChat. The newly launched Xikang Yuyue Service WeChat platform has provided a relatively complete service function, enabling customers and service providers to have a new problem-solving channel and fast and convenient communication feedback. The Xikang Yuyue Service WeChat public account has realized the user's multi-functional demands from the 14 functional sub-menu modules such as query of three major functional module fault codes, search for nearby service stations, and route navigation, providing users with a quick and proactive full-service experience. This service model may be worthy of experience for truck companies.
The Internet has an increasingly greater impact on people's lives. Internet marketing has great potential. Many truck company brand communication leaders also believe that it is necessary to combine the popular microblogging and WeChat marketing models. Now, an important issue that has been placed in front of people is how to expand marketing ideas based on the attributes of voice communications, relying on LBS, voice capabilities, and real-time dialogues to provide users with richer services and information. Obviously, in the coming period, how to use the WeChat platform to provide users with more valuable services and information has become a thing worth looking forward to.