Three Successful Cases of Telecom Mobile Phone Marketing

The research on experience marketing in telecom industry can help operators to understand the inherent nature of experience marketing, the differences of experience preferences of different segments of users and the differences of experience preferences of the same segment of users in different scenarios, and help operators to establish a complete system of experience marketing strategic planning, experience design, implementation plan, implementation method, implementation evaluation and process improvement, so as to meet the experience needs of different segments of customers with appropriate experience methods and contents, and finally achieve the purpose of improving customer satisfaction and loyalty and forming brand preferences of telecom products. The following is a successful case of telecom mobile phone marketing that I share with you. Welcome to read!

Successful case of telecom mobile phone marketing 1:

Background: A very famous home appliance manufacturer, M, has just moved to Z from the headquarters of F in Guangdong. At this time, a telecom operator T has reached an agreement with customers to install T's phone, and another telecom operator N has taken a fancy to this fat meat.

Roles: account manager L of N operator, vice president ZVP, and vice president KVP of M company.

In the spring of 2004, L, the account manager of N operator, learned that M, a very famous domestic appliance manufacturer, had just moved to Z from its headquarters in Guangdong and was looking for a communication solution for the enterprise. He prepared a complete solution and submitted it to the IT department in charge of M company's project in G company.

As M company was originally a customer of T company, as a result, G worker has received the plan of another T telecom operator and is going to adopt the plan of T, while L, the account manager of N company, is nowhere to be seen.

There is no way, how can we kill the orders of competitors who are about to close the deal and change the plan to our own? Manager l tried every means to get close to worker g, but in vain.

At this time, account manager L will go directly to KVP, the vice president in charge of this matter. But how to get close to KVP? The account manager L directly dialed the telephone of the vice president KVP and said:? Hello, Chief KVP. I know that M Company is a very famous air conditioner manufacturer. I hope to purchase 1000 air conditioners for our big customers in Z area. . KVP was very happy after listening. A big order came and we made an appointment to meet soon. After meeting, KVP has always admired N Company psychologically. In such a small place, there are 1 0,000 big customers. It seems that the big customers of company N may become their own big customers. Account manager l? By the way. Always say to KVP:? Your phone call is really difficult to make. I've called more than 20 times and the line has been busy, which really delayed the business. ? KVP, have you finished listening? Yes, we don't have enough telephone lines. We are expanding recently? . The account manager L was very happy to hear this, and introduced the solution provided by his company for M company to the KVP boss, so as to realize the wireless communication service for customers. In this way, communication can be realized between the two headquarters, F and Z, and only internal calls can be made without long-distance calculation, which can save costs and increase any number of lines. KVP always listens to it and thinks this scheme is very feasible, so he immediately asks Manager L to submit a detailed solution.

I immediately submitted the prepared plan to KVP boss. The boss said happily, it seems that your products are really good. Let's have an exchange tomorrow, and immediately call G who is in charge of the project to arrange the exchange for the next day.

The exchange plan is well done, and the overall planning, implementation planning and input-output analysis of the project are described. After communication, the customer decided to adopt the plan that the boss of N. KVP company put G workers in charge of negotiation. Because of the unusual relationship between G workers and competitors, they began to obstruct the smooth implementation of the project. He put forward two very demanding requirements, one is to maintain the original quantity; Second, it will be completed within one month. The account manager L had to come back to discuss with his boss and agreed to the customer's request. Call forwarding can be used to reserve numbers, but it is still quite difficult to complete them in one month. Company M is in the suburb of Z, which is nearly 7 kilometers away from the city. How to lay the optical cable to the customer company within one month is under great pressure.

They stepped up the progress of the project, burning the midnight oil 24 hours a day, and it rained heavily and never stopped, which made the customers very moved. However, time is running out, and they still can't finish the task. They have no choice but to take the next step. First, the customer's telephone line is dumped, so that the customer can see that the telephone line has been pulled into the customer's computer room and is still in the debugging stage.

Because digging ditches and laying optical cables on the side of the expressway every day, competitors found out that their competitor N might have signed a contract with M company, so they began to make trouble. When Manager L learned this, he began to take measures to stabilize the customer relationship. At this time, he accidentally learned that KVP had been studying for an MBA at South China University of Technology. I further learned that KVP and ZVP, the vice president of our company, are classmates, and he strengthened the cooperative relationship between them through the meeting of two old classmates.

Finally, a month later, the project went online, but the problem came out again. Unlimited access is good, but as soon as the phone turns, the male compatriots are completely disconnected when they call, and the female compatriots are fine. The account manager L specially organized a training for customers and solved the problem.

Now this customer contributes more than 30,000 yuan every month, and has become a big customer of N Company. Not only won M, a very influential customer, but also the upstream and downstream dealing with M company became loyal customers of N company under the influence of M. In the whole city of Z, the market share of N company also greatly exceeded that of T company. ..

Successful case of telecom mobile phone marketing 2:

Scope of implementation: the whole country

Core strategy: wireless marketing strategy

Innovation: adopting wireless promotion mode has the advantages of easy dissemination, acceptability and real-time.

Tianyi's wireless marketing strategy combines many characteristics of wireless media. Compared with traditional media, wireless media has the advantages of easy dissemination, acceptability and real-time. The long-awaited 3G era in China has finally come true.

E surfing 3G 3G e surfing

China Telecom Tianyi? Brand wireless marketing actual combat

Beijing Kong Zhong network company advertising department

order

The 3G era in China, which Chinese people expect, has arrived. Tianyi is a 3G service vigorously promoted by China Telecom, and the promotion of wireless marketing to the target group is enormous. Just like the belief we want to convey, in the 3G era, providence is providence.

The arrival of 3G era triggered three 3G brand wars.

On June 7th, 2009, the Ministry of Industry and Information Technology issued three 3G licenses for China Mobile, China Telecom and China Unicom, marking the real arrival of the 3G era. With the launch of the three major brands, the marketing war has intensified. China Telecom? Tianyi? The road started with an amazing brand building, and Deng Chao's mobile phone is so versatile. The overwhelming intensive publicity such as TV TVC and outdoor stop advertising also impressed us deeply with the brand name of Tianyi, so we were very excited when we learned that we would formulate a wireless marketing strategy for Tianyi brand. However, with the further communication and understanding between the two sides, the research on Tianyi products and the in-depth study on the promotion of Tianyi brand in traditional media are not so simple.

Insight and analysis

Lock the target user group of Tianyi

Tianyi's target customers are high-end enterprises, families and individual customers. However, from the perspective of value demand, there are almost no mobile phones in the middle and high-end groups at present, which means that China Telecom should be in the hands of other operators? Rob? Clients. Facing hundreds of millions of users with mobile phones, it is undoubtedly an arduous task to pass on the brand concept and product superiority to everyone. So the key is how to dig out the target users from the vast sea of people and achieve the best communication effect in the most cost-effective way. This has always been a question for us to think about. The most outstanding competitiveness of 3G brand products is the fast Internet access function of mobile phones. As the first mobile phone portal in China, Kong Zhong has accumulated a large number of sticky netizens in just a few years' operation, especially on the NBA mobile phone like official website. These people who have accumulated in the 2.5G era and are keen on enriching the online experience also have higher requirements for the speed and quality of mobile Internet access. And the target user groups of 3G products can also be clearly locked.

In-depth interpretation of Tianyi products

Tianyi outdoor advertising, the vigorous promotion of TVC TV station and the strong appeal of celebrity endorsement make the brand a household name. However, competitors' still-strong propaganda attitude has also made the reputation of the three major 3G brands equally loud. The target users don't have a deep understanding of the product, but simply understand that becoming 3G means fast surfing the Internet, checking email, entertainment experience and so on. Users can't compare the advantages and disadvantages of three 3G brands in detail, prompting users to choose products out of their enthusiasm for brands. This is obviously unfavorable for China Telecom Tianyi brand without a strong customer base. Encourage users to deeply understand product functions, tariffs and other information, so as to compare the advantages and disadvantages with other competitors and seize users. New ways of information experience, such as short message, mobile newspaper and watching news online, have also made people develop the habit of reading on mobile phones. A few inches of small screen of mobile phone terminal can effectively get users' high attention, and reading the product information of this world can make users better understand the products.

After overcoming the difficulties, we began to study the specific forms of wireless marketing. The collision of ideas can produce bright spots. After several brainstorming sessions, colleagues in the planning group came up with the following ideas.

strategy implementation

3G experience hall

What can I do with 3G? This is a question in every 2.5G user's mind. Want to experience the richness and excitement brought by Tianyi 3G? Break the conventional experience mode, experience 3G in 2.5G, and use your 2.5G mobile phone to enter the 3G experience hall specially set up for you by Tianyi, so you can watch the live broadcast of NBA online, instead of limiting yourself to the text live broadcast room. Really started the visual basketball feast brought by NBA, and abandoned the way of watching the game with brain association brought by live text broadcast. The wonderful highlights of NBA videos can also be downloaded immediately, so that everything is wonderful to take with you. This is the rich experience brought by 3G Tianyi.

3G life imagination

For the majority of mobile phone users, whether you use 3G or not at present will not prevent you from thinking about the infinite possibilities of 3G life. Create one in each issue, for example? Got a 3G call from the boss? The most incredible way to surf the internet? The suspense story of waiting for the event activates the imagination of white-collar workers on the ending of the story and realizes the internal word-of-mouth communication. Interesting topic discussion and interaction can attract users' attention and enthusiasm for participation. Different from the disadvantage of one-way communication of traditional media, the interaction between users and brands can promote the maximization of advertising effect.

3G e surfing business life is free to control

According to different target groups, we divide the product functions of 3G Tianyi into two parts: business and life. Free control of your world, easy enjoyment of life, leisurely galloping business, this is Tianyi's outstanding product function. In terms of page design, it can also be said that it is full of a sense of the times and modernity. On the basis of traditional horizontal bar design, a square button mode is designed, which imitates the weight interface adopted by popular touch phones and brings neatly arranged functional icons. It also allows users to understand 3G functions simply and clearly. And the switching mode of the screen in the two major sections of business and life also increases the fashion sense of wapsite.

Intelligent abacus -3G recommender

In order to highlight Tianyi's competitiveness in tariff, we also built a 3G recommender in wapsite. By investigating the 3G experience of the target users, the corresponding feedback is given according to the different choices of users' answers. When users have a certain enthusiasm for 3G, we will guide users to handle 3G services in the telecom business hall to promote the increase of business volume. When users' choices reflect their low attention to 3G, they should be directed to the 3G life imagination section to see how the protagonist enjoys his 3G life, so as to mobilize users' attention and interest in 3G.

promotion policy

When the strategic thinking of wireless promotion is clear, how to turn the idea into reality requires firm execution. With the professional team's work, the design of the page, the construction of the page, and the improvement of wapsite are all proceeding in an orderly way.

In the promotion of the project, according to the previous operating experience, the superior resources of the air network are integrated. The text live broadcast room was selected for delivery. In the popular text live broadcast room, advertisements are inserted to introduce the characteristics of Tianyi 3G, and Tianyi wapsite entrance is set above the live broadcast room to guide users to the brand area for more detailed information. The advertisement in the text live broadcast room effectively targeted the target users and brought good publicity and promotion effects.

For example, the home page of mobile phone NBA official website is the official Chinese mobile phone website of NBA (cn.nba.com).

Since the 2008 season, the number of visiting users has exceeded 654.38 billion PV/ day, and a group of loyal users have been accumulated, keeping an eye on all kinds of NBA information at any time. Because of the particularity of watching game videos online, they became the first potential users of 3G, so it is very important to promote NBA in official website.

At the same time, the only place for Skynet users was locked, and advertisements were placed on the homepage icon of Skynet. Skynet's unique innovative form has contributed to the promotion of Tianyi, and its high exposure rate has also brought great concern to Tianyi's brand area.

result

Our Tianyi wireless marketing strategy combines many characteristics of wireless media. Compared with traditional media such as TV and newspapers, wireless media has the advantages of easy dissemination, acceptability and real-time. The long-awaited 3G era in China has finally come true. Tianyi, as a 3G brand promoted by giant telecom in the communication field, has a solid technical foundation and broad market application prospects. Our strategy fully conforms to Tianyi's brand concept and achieves the expected marketing effect. Tianyi's wireless promotion not only improves the product marketing strategy, but also effectively expands the product promotion plane, which provides strong support for tapping potential users.

Telecom mobile phone camp 3:

1. Case introduction

At present, the IT industry and communication products are gradually trending? Integrated thinking? With the change of market demand, the relationship between broadband operators and manufacturers is closer. Sanmenxia Telecom made full use of this trend to innovate the broadband sales model, and began to actively carry out it from March 20 1 1? Broadband bundled computer? Commercial marketing activities have aroused the general concern of customers. By the end of July, more than1.8000 households in Zhengzhou, Luoyang, Sanmenxia and Lushi have become customers of Acer computers in Taiwan Province Province by installing telecom broadband, and achieved ideal marketing results.

(1) Join hands to make new moves.

? Broadband bundled computer? Sanmenxia Telecom and Acer Computer Co., Ltd. jointly launched a commercial marketing campaign ... There are two main preferential ways: one is to pay a one-time fee, unlimited internet access and send a modem within one year. The other is a smartphone with a price of 999 yuan for anyone who has used China Telecom for three consecutive years.

(2) the spring of telecom marketing

As an international manufacturer with rich experience in solution design and implementation in telecom industry, Acer has designed and implemented a set of services with high availability, stability and scalability on the basis of in-depth analysis of FTTH business development in China. This open, flexible and networked infrastructure can carefully and reliably connect and manage various programs and resources, broaden the customer experience, and provide solutions with lasting value for the Ministry of Telecommunications. ? Broadband bundled computer? As the product of telecom marketing, business has been more and more welcomed and favored by our customers! This sales model of terminal bundling business can bring new customers to enterprises, rapidly expand market share and realize scale operation. At the same time, it also increased the sales of computer suppliers, thus increasing the number of broadband users and the income of telecom operators. This is undoubtedly a win-win promotion strategy and method. It is worth mentioning that after broadband bundling, all computers are directly allocated from manufacturers to the telecommunications sector, which greatly reduces or cancels the price difference earned by operators.

2 Analysis and comments

According to the development of telecom services in recent years, Acer forecasts the data volume of China telecom services as follows: users can enjoy 4M broadband. On the basis of estimating the current situation of data volume, the existing customers of the telecommunication bureau can handle such a large amount of data. Moreover, when telecom is connected with provincial business processing center, it can be used as FTP file transfer protocol.

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