跨媒体本地营销的威力
跨媒体本地营销的威力
跨媒体本地营销通过颠覆传统营销模式，通过社区传播、让广告变成资讯，达到企业精准营销的效果。
酒香不怕巷子深的思想早已过时，如今的商铺竞争激烈，即便高人气的商街也面临着经营压力。立身于社区的商户则更加艰难，店面不为人知、就近客源不足，开张期间可谓举步维艰。如何第一时间让周边人群知道自己的店铺？如何才能聚拢人气以增加生意？如何对目标消费人群实施针对性营销？
资金有限而创意无限，在本地营销方面大家经常能听到一些新鲜的点子。北京一家新开张的火锅店在开业头三天，举办前二千名顾客免费试吃活动；长春一家超市开业庆典，往人群里撒一元人民币……这些事件一方面反应了本地商户对营销的重视，另外一方面也反映了营销手段的缺失。有些商家根本不知道自己的潜在客户群体在那里，更多的商家是鞭长莫及，明明知道自己有哪些意向客户，可就是没有行之有效的推广宣传方法。如何进行有效的营销推广，这已经不是一个新鲜的点子就能解决的问题，还需要更多的营销渠道和有针对性的推广战术。
跨媒体本地营销是社会发展的产物，当前市场结构和消费者行为有很大转变，在这样的形式下，传统的营销模式已经不能满足广大商家的要求，我们迫切需要一种能对特定消费群体实施精准投放的广告形式。在我看来，营销2.0时代有三个改变：
1，传播方式调转了。任何传播，都可以分为大众传播、社区分众传播、社区个众传播这三种类别，在营销1.0时代，传播途径主要是从大众传播到小众或者个众，这时候大众媒体是主导力量。在营销2.0时代，传播开始变成从个众和小众开始，再扩散到大众。因为，每个人，每个社群都能成为媒体，向世界传播自己的声音，这就意味着未来的大众传播会被分解，将由无数社群传播组成。
2，营销的思路调整了。过去市场部所做的广告，是给1000万人看的，但目标是打动其中的部分人，让这部分人收到营销讯息。所以，这种营销价值是在大众建立形象、传递卖点，完成一次促销。2.0时代的新营销是影响起初的100万人、10万人，甚至更少，但是，企业可以通过新方式新创意，让人们和内容互动起来，主动去传播，去分享体验，让这10万个人去告诉100万人再到1000万人，实现真正的深度传播。谁能针对社区进行精准营销，谁就能主导市场。
3，石头变成了糖。传统的营销很象是在我们阅读资讯的碗里面放了一块石头，尤其是电视广告插播最明显。它和节目没什么关系，但是就硬生生摆在那里，让你不得不接受。而2.0时代的营销则更象是糖，它和人的生活融为一体，是人们主动想要得到的信息。跨媒体本地营销通过颠覆传统营销模式，通过社区传播、让广告变成资讯，达到企业精准营销的效果。
那么如何实现跨媒体本地营销呢？社区DM是最原始的本地营销方式，其雏形“小传单”至今还经常出现在各个居民区，不可否认的是，这种方式能够直接影响到指定社区的居民。时至今日，这种形式也已经有了多种不同方向的“升级版”：直接升级版——社区DM杂志；网络版——分类信息网站；电子版——社区电子广告；移动版——定向手机推广。假如能把这些都结合起来，就能够打造一个广阔的营销渠道，那就打造成了一个跨媒体本地营销平台。
在这个时候，广告已不再是广告，而成为可信、便利的生活。举个例子，假如你周末加班忽然想订餐，这时翻阅一本杂志，上面正好有四周餐馆的外卖电话，这就是跨媒体营销的价值，让石头变成糖。
随着奥运会的临近，越来越多的户外广告被拆除，社区媒体逐渐引起商家的关注，可以让足不出户的人们，在家门口就看到各种生活信息。消费市场在不断细分，社群消费日趋明显。发挥不同平台之间的协同效应，利用跨媒体营销，可以使信息的效果最大化，也能充分发挥个性化推广的乐趣。
Step the power of sale of media this locality
Step sale of media this locality through overturning traditional sale mode, travel through community, let advertisement become information, achieve business essence of life to follow the result of sale.
Wine is sweet do not be afraid of alley child close thought already outdated, the business shop competition nowadays is intense, the business market that even if tall person enrages also is facing management pressure. Establish a body the business at community door more hard, passenger source of unbeknown, nearby is not worth storefront, during opening business, it may be said steps forward dimension difficult. How the store that lets circumjacent crowd know his for a short while? How is person of ability gather together enraged in order to add the business? How to consume a crowd to carry out specific aim sale to the target?
Fund is limited and originality is infinite, in respect of this locality sale everybody often can hear a few new idea. Beijing new the chaffy dish inn that open business is in practice head 3 days, before holding 2000 clients are free foretaste activity; Changchun celebration of start business of a supermarket, RMB of the Sa Yiyuan in past crowd… these incident reacted on one hand this locality business door to sale take seriously, also reflected sale shift on one hand additionally be short of break. Some businessmen know his potential client group is over there far from, more businessmen are beyond the reach of one’s power, know oneself have what intent client obviously, the promotion that can do not have effective namely publicizes a method. How to undertake effective sale is popularized, this is not the problem that a new idea can solve any more, still need more sale channel and the promotion tactics that have specific aim.
Stepping sale of media this locality is the product that the society develops, current market structure and consumer behavior have very about-face, below such form, traditional sale pattern cannot have satisfied the requirement of broad businessman, we are pressing the advertisement form that need can implement essence of life one kind to put in definitely to specific consumption group. Look in me, 2 timeses have sale 3 changes:
1, transmit means transfer. Any transmission, can divide separate numerous transmission, community for mass communication, community numerous transmission this 3 sort are fastened, in sale 1 timeses, spreading a way basically is arrive from mass communication small numerous or numerous, at that time public media is dominant force. In sale 2 timeses, transmission begins to become from numerous and small numerous begin, diffuse again the masses. Because, everybody, every company group can make medium, transmit oneself sound to the world, this means prospective mass communication to be able to be decomposed, will by countless companies group transmission composition.
2, the train of thought of sale was adjusted. The ad that place of past market department makes, look to 10 million person, but the target is to move among them part person, let this part person get sale message. So, value of this kind of sale is image is built in the masses, deliver sell a site, finish sales promotion. The new sale of 2 timeses is an influence at first 1 million person, 100 thousand person, fewer even, but, the enterprise can pass new way new originality, make people and content interactive rise, go actively travelling, go sharing an experience, let these 100 thousand people tell 1 million person to arrive again 10 million person, realize true deepness transmission. Who can undertake in the light of community essence of life follows sale, who can dominant market.
3, stone became candy. Traditional sale very seem a stone was put inside the bowl that reads information in us, especially TV ad is inserted sow the most apparent. It and program it doesn’t matter concern, but be born forcedly unripe place over, let you must be accepted. And the sale of 2 timeses criterion more seem candy, the life be in harmony of it and person is an organic whole, it is the information that people wants actively to get. Step sale of media this locality through overturning traditional sale mode, travel through community, let advertisement become information, achieve business essence of life to follow the result of sale.
So how to come true step sale of media this locality? Community DM is means of the most primitive this locality sale, its rudiment " close-up is odd " often still appear in each residential area up to now, undeniable is, this kind of means can affect the resident that appoints community directly. At this late hour, this kind of form also had had a variety of different way " upgrade edition " : Upgrade directly edition — community DM magazine; Network edition — classified website stands; Electronic edition — community electron advertisement; Mobile edition — promotion of directional mobile phone. If can combine these,rise, can make a capacious sale medium of communication, that made cross platform of sale of media this locality.
In this moment, advertisement already was advertisement no longer, and the living that makes authentic, advantage. Cite a case, if you work overtime to want suddenly to order meal on the weekend, browse at this moment a magazine, as it happens has around cafeteria above outside sell a telephone call, this crosses the value of media sale namely, let stone sugar.
As the drawing near of the Olympic Games, more and more outdoors advertisement are demolished, community media causes the businessman’s attention gradually, can let the people that never leave home, doorway is in the home sees all sorts of life information. Consumptive market is in ceaseless fractionize, company group consumption is apparent with each passing day. Develop the synergism between different platform, use step media sale, can make the effect of information the biggest change, also can develop the fun that individuation popularizes adequately.
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