Making Money With Your Phone: The Mobile Internet Marketing Revolution

Chapter 18 APP Marketing: One Entrance to Solve Everything (3)
The app developed by Siemens is called "Siemens Fashion Kitchen", which is a lifestyle app with strong practicability.It fully emphasizes its practicability in the software introduction: "You can imagine that one day, because of it...you don't need to read paper recipes anymore, and you can cook exquisite food at your fingertips; your kitchen is different from now on , become the center of your stylish home life!" Its initial release has five sections: recommended recipes, video gluttonous, customized recipes, seasonal delicacies and Weibo sharing.After accumulating considerable popularity, two sections of product introduction and brand directly-operated stores were added to the newly released version.

"Siemens Stylish Kitchen" introduces the recipes of various delicacies, from the selection of ingredients to each cooking step in detail, so that users no longer worry about their poor cooking skills.At the same time, its design is also very beautiful, and the user experience is excellent.Its content is divided into 4 aspects, the upper left is the picture of the food, and the right is equipped with detailed production instructions; the lower left is the introduction and material description of the food, and the lower right is the recommended kitchen utensils for making this food.

For some stupid "novice" users, the APP also has video explanations in the production interface, which further reduces the learning difficulty for users.Therefore, once the APP was launched, it has been sought after by a large number of users.

6.5.2 What should we learn from Siemens

The success of "Siemens Fashionable Kitchen" can bring at least the following 4 inspirations:
[-]. Demonstrate quality with sincerity
As mentioned earlier, the core of APP marketing is to provide practicality, and the so-called practicality is actually all kinds of care and help for users. "Siemens Fashion Kitchen" does not mechanically list different recipes, but reasonably classifies different recipes. Under the "Recommended Recipes" section, there are sub-categories such as Happy Baking, True Taste Nostalgia, Fireless Gluttony and Favorite Coffee. Columns, fully taking into account the differences in tastes of different users.This kind of meticulousness makes users feel the sincerity of Siemens. At the same time, combined with the background picture of Siemens kitchen, users unconsciously have the impression of "exquisite" and "high-end" of Siemens kitchen products.

[-]. Provide what the user needs

With the improvement of living standards, consumers pay more and more attention to food safety and quality of life, and people's desire for "enjoyment" is becoming stronger and stronger. Therefore, how to "eat well" has become an important issue in many people's lives .Consumers not only want to eat delicious food, but also want to eat healthy food.Siemens seizes this point, carefully introduces delicious and healthy recipes to users, and provides different seasonal food recommendations according to solar terms, etc., truly "thinking about customers wholeheartedly".

[-]. It’s not about cooking, it’s about cultivating feelings

We know that marketing should not only convince people with reason, but also move people with emotion.Everyone has seven emotions and six desires, and has rich emotions, including family affection, love, friendship, etc. If an enterprise wants to make products easy for customers to understand, love, and accept, the best way is to convey emotions through marketing, so that the public Create a spiritual resonance.The kitchen is a place for cooking delicacies. Chinese people who love to eat have an ancient and deep attachment to the kitchen. Therefore, "Siemens Fashion Kitchen" put out the slogan "Open the kitchen and pay homage to the old taste" at the very beginning, and took the initiative to get close to the traditional Chinese diet. Culture, allowing users to recall the beauty of their parents and childhood through the old taste.In this way, in the eyes of consumers, Siemens kitchen utensils are not only refined, but also warm.

[-]. Combine APP with SNS
"Siemens Fashion Kitchen" has a microblog sharing section, through which users can share their favorite gourmet recipes to social networking sites such as Sina Weibo, Renren, Douban, and interact with friends.Making and enjoying delicious food is a pleasant thing, and people are often willing to share this kind of happiness with their friends, and this kind of sharing is the best word-of-mouth marketing.Therefore, in APP marketing, we must remember to leave a port for users to connect to their social networking site accounts.

6.6 Mini Task: Innovative Public Welfare and Alternative Marketing
When the time is ripe, many companies are willing to increase their popularity and shape their corporate reputation and brand by doing public welfare.However, doing charity is not simply donating money. From planning to implementation to promotion, there are many things to pay attention to.Under normal circumstances, enterprises lack experience in public welfare, while public welfare organizations lack funds. Only by combining the two can public welfare undertakings be made bigger and better.Moreover, with the development of the mobile Internet, the threshold for participating in public welfare undertakings has been lowered, and the way of doing public welfare has also undergone great changes.

6.6.1 Unique approach to charity marketing
In this case, a distinctive APP came into being, which is "mini task".Mini-task is an application that helps enterprises and non-profit organizations work through the camera and positioning functions of mobile phones.Its operation process is divided into five steps:
First, post the task.The so-called tasks are some of the needs of enterprises and non-profit organizations, and these needs are mainly completed by ordinary users of this application.Enterprises and non-profit organizations publish these tasks in "mini tasks" (mainly filling out questionnaires, uploading pictures according to specified requirements, answering questions, etc.), and indicating the task location, time, details, quality requirements, completion rewards, etc. at the same time.

Second, apply for tasks.Users download and start the APP through the QR code and the App Market, and then they can see various tasks distributed around them, and then choose the tasks that suit their needs or interests and click apply.

Third, complete the task.After the user has applied for the task, as long as the task is performed according to the publisher's requirements within the specified time, it can be submitted to the system for review.If you fail to complete the task within the specified time, the system will automatically cancel your participation qualification.

Fourth, audit tasks.Task publishers can review the task completion materials submitted by users and give review opinions when they log in to the system background.If the user completes the task in accordance with the relevant requirements, he can get the previously announced reward.Publishers can also export data from the background of the system through Excel and other methods. These data are also important data for business decision-making analysis.

Fifth, pay the rewards.Users get corresponding rewards according to the completed tasks. When the rewards accumulate to a certain amount, they can withdraw cash through Alipay, or donate to non-profit organizations recommended by the system.

This task mode enables every user to have the opportunity to participate in public welfare undertakings, and enterprises and organizations doing public welfare have also found an opportunity to reduce the difficulty of work.Enterprises can publish tasks with non-profit organizations, allowing users to help companies do some simple questionnaires and other tasks. After completing the tasks, enterprises can donate corresponding funds to non-profit organizations.The advantage of this is that users personally participate in public welfare undertakings with small contributions within their power—this is what public welfare organizations hope to see; while enterprises achieve the purpose of donating to public welfare and improving their brand image, they also rely on the help of users to complete A lot of market research and other work that required a large number of marketing personnel to complete in the past; non-profit organizations have harvested a large number of general public who are more concerned about public welfare while receiving financial support, which is very important for their long-term development.

For example: companies related to pets, such as pet food companies, can issue research tasks with the Animal Protection Association, and the Animal Protection Association calls on its volunteers to participate.Since these volunteers are people who love small animals in their lives, they are also the target users of pet food companies.The survey data obtained from them is more worthy of reference for enterprises.At the same time, through this activity, the company has also gained popularity among these target user groups.For users, they can help their beloved little animals just by doing some questionnaires, and they don’t need to spend real money themselves, so why not do it?

As a crowdsourcing platform for enterprise tasks, "Mini Tasks" has a wide range of application scenarios, such as advertising monitoring, product coverage survey, new product price research, social hot spot survey, product service experience feedback, participation in promotional activities, and so on.Its success has opened up new ideas for APP marketing for us.

6.6.2 How to Play APP Public Welfare Marketing

[-]. Collect information about target users
Many companies will conduct market research and follow up market feedback, but whether the data they collect is authentic and reliable, and how much reference value they have is doubtful.In the process of traditional market research, enterprises cannot accurately grasp the background information of data providers, let alone judge whether they are perfunctory or serious when doing this survey.The emergence of this task-based APP has solved this problem very well.First of all, those who are willing to take on the task are those who are interested in related topics, that is, potential customers of the company, and their survey opinions are more worthy of reference.At the same time, they took the initiative to participate in the task, so their answers are more valuable than those randomly filled in when they are randomly surveyed on the street.If an enterprise hopes to collect high-quality market data in APP marketing, it must learn to "pay for the user's payment", or in other words, give users a reasonable reason to cooperate with the investigation.

[-]. Encourage users to experience the product

In addition to issuing survey tasks, companies can also issue experience tasks, that is, allowing users to go to nearby corporate event venues to personally participate in the company's product experience activities.We often see many salesmen on the side of the road pulling you to experience this and try that. Most people avoid it, so the effect is very little.And if it is released through tasks, many users will actively participate in it.More importantly, after the experience, you can also ask the user to provide detailed experience experience.This kind of task not only increases the probability of potential users buying the product, but also provides the most valuable product feedback information.

[-]. Let public welfare marketing flow smoothly
Most people have the willingness to participate in public welfare, but they cannot afford the financial burden of long-term participation in public welfare.Although enterprises know the importance of public welfare marketing, they also doubt the actual cost performance of one or two large donations.The "mini-tasks" solved the problems of both sides very well. On the one hand, "mini-tasks" allow users who are enthusiastic about public welfare to have the opportunity to participate in public welfare undertakings for a long time, so that micro-public public welfare undertakings have a long-term development foundation; The steady flow of water has not only obtained a stable target user group, but also continued to consolidate its public welfare image.This application allows users and businesses to achieve a win-win situation, and this win-win situation is long-lasting.

(End of this chapter)