The so-called marketing case refers to the case that can be used for reference and discussed in the marketing process. It can raise questions to trigger discussion, or it can be a reflection on a prominent marketing example. The marketing case of an enterprise is indispensable in the marketing process. The following is for everyone, welcome to read!

Forum marketing success story 1: "Angel Yeast" forum marketing success story.

What is the best way to promote a product that people are completely unfamiliar with?

Maybe you will say, TV commercials, or newspaper soft articles. In this case, the answer is neither TV nor.

Not a newspaper, but an online forum!

Angel Yeast Co., Ltd. is the largest yeast producer in China. Yeast, in people's common sense, is a necessity for steaming steamed bread and making bread, and is rarely eaten directly. Angel Yeast Company, on the other hand, has developed various health functions of yeast and produced yeast powder that can be eaten directly.

In order to promote yeast powder, a completely unfamiliar food, Angel Company chose the forum for promotion. As a result, they began to create topics on influential social forums such as Sina, Sohu and TOM. The reason for this is that in the forum, simple advertising posts will always be the "eyesore" of the moderator, which will also attract netizens' resentment and make the topic more acceptable.

In June 2008, there were many TV dramas about the relationship between mother-in-law and daughter-in-law, and the relationship between mother-in-law and daughter-in-law also attracted much attention. Therefore, the company planned the event of "a war between mother-in-law and daughter-in-law caused by a steamed bun".

In the first person, the incident tells the story of the dispute between the southern daughter-in-law and the northern mother-in-law about steamed bread.

After the posting, it caused a lot of discussion, including the application of yeast. At this time, professionals led the topic to other functions of yeast, and let people know that yeast can not only steam steamed bread, but also be eaten directly, with a variety of health care and beauty functions. Like losing weight. Because it was June, the peak season for losing weight, losing weight has always been the focus of women's attention. Therefore, the discussion in the forum reminded these housewives who are concerned about the relationship between mother-in-law and daughter-in-law of an important role of yeast-losing weight. In order to attract more people to pay attention to the post, the company chooses an authoritative website and uses its credibility to push the post to a good position.

At that time, I chose the beauty channel with high attention among the new sex channels, and refined the related posts to the slimming salon. Sure enough, with a good forum and a good location, it immediately attracted the attention of more ordinary netizens. In addition to forum marketing, Angel Yeast also sends news on Sina, Xinhuanet and other major websites, and these news are transferred to the forum by netizens as talks. In this way, the credibility of the product is greatly improved.

In the next two months, the number of calls from Angel Yeast Company increased dramatically. Consumers enter the keyword "Angel Yeast" on Baidu, and ten related searches such as "Angel Instant Yeast Powder" and "Angel Yeast Powder" will be displayed in the related search of the page, and Angel Yeast has gained high brand awareness and attention.

This shows that: choose the forums that target customers often go to, and use topics that can attract everyone's attention to launch forums or community marketing. Forum marketing is a good way to promote brands! By creating topics in influential forums, using the comments of netizens and the conscious guidance of enterprises, we will inform potential consumers in detail about the characteristics and functional demands of products and stimulate their attention and purchase.

Through the case of Angel Yeast online promotion, we can draw a conclusion that the real value of forum marketing lies in interaction. The really good network communication must be the communication of automatic posting or reposting by netizens. Those who post a post, find countless IDs and post them themselves are not effective, because the participation of ordinary netizens is poor and the arrival rate of advertisements is much lower.

Case study: The success of the BBS marketing of "Angel" yeast is mainly due to two highlights. One thing is that it was not spread in the forum in the form of direct advertising, nor was it released in the form of soft articles. Instead, it took a circuitous way of fighting and triggered discussions among netizens in the form of unusual topics. Second, "Angie" captures the fashion theme, namely "losing weight", which is an enduring topic and is used properly.

Forum marketing success case 2: My wife resigned from IBM for Taobao.

Taobao forum has such a post, "for Taobao, my wife quit IBM!" The owner of this post is the seller of Taobao Five Diamonds, which deals in cosmeceuticals. Technically, it should be a man and a woman. Men mainly write posts and occasionally help to look after the store. The hostess is really good at taking care of Taobao shop. The post tells the whole Taobao growth process of their drugstore, and the content is quite rich. It started as a Taobao buyer, and then resigned from IBM and embarked on the road of Taobao cosmeceuticals. From one drill to five drills, from a small shop, it has developed into a large Taobao five-drill shop with more than 200,000 stocks, ranking in the forefront of Taobao cosmeceutical industry.

If it is the strongest post in Taobao's history, it may be a bit excessive, but it is really an excellent post. It is said to be excellent because the content of this post has been updated dozens of times, with more than 10,000 words, more than 2,000 replies and nearly 50,000 views. At different times, it has been on Taobao homepage and Taobao forum homepage. While sharing the entrepreneurial process of the online shop with Taobao friends, it also greatly increased the exposure in the Taobao forum, the owner of the post, and thus received a good forum marketing effect.

This post has three characteristics:

1. This position is not formed at one time. It was written in May 2007 and is still being updated. It has been updated dozens of times before and after, and the contents are all in the main post. Every new part is written at the end of the main post. Every time the new content is updated, the update date will be added in front of it, so everyone can clearly share the growth process of their whole store, and the serious and persistent spirit of the post owner is also talked about by everyone.

2. The forum marketing effect of the post is very good. The number of replies to this post exceeds 2000, and the number of views is close to 50 thousand, and this number is still growing. At different times, it has been on Taobao home page and Taobao forum home page. The Taobao exposure rate brought by the post to the owner is quite high. Many friends learned about their cosmeceuticals because of this post, and quite a few of them eventually became their cosmeceuticals users.

3. The post creates a good atmosphere. Although it is only a sharing of the store's growth experience, everyone feels with relish. The shop was mainly made by the woman who resigned from IBM, but the post was written by the woman. The whole post reflects the love and harmony between husband and wife. They all reflect the happiness of store management, although there are times of business troubles, but it does not affect the happy tone shown in the post at all. It is impossible to run a Taobao shop so easily, but the owner of the post can treat the store operation with a very relaxed attitude, which left a deep impression on everyone.