Orion'S "Prudent" Network Approach

On the one hand, the Internet is for Orion.

As an enterprise network

Internet marketing attracts many enterprises because of its measurability and low investment and high yield. Based on different advertising types, CPC, CPA, CPS and other different evaluation models are produced.

A famous saying circulated in advertising circles is: "I know that 50% of my advertising expenses are wasted, but I don't know which 50% is, and I don't know where to waste."

For traditional media, corporate decision-makers can tolerate high advertising and waste rates, but for online media companies

If you are in such a relatively rigorous and conservative business environment: although your target customers are turning to the trend of the Internet, the Internet will become the best channel to supplement the depth communication between brands and consumers. But because of the limited marketing budgets in your department, you can only proceed steadily and cautiously with internet marketing. How can you make 105% achievements with these 5% resources?

Not doing is wrong.

When we saw reporters, Orion Internet Marketing Director Zeng Tuo said frankly, "in fact, we are still in the initial stage of Internet marketing, and we are not sure whether we can meet your reporting requirements."

Such a modest learning attitude is indeed the character of many network marketers, not because of lack of experience or achievements, but in the rapidly changing domain of the Internet. New things and new models are constantly emerging. Only by keeping the mentality of open learning can we achieve the marketing innovation without interruption.

At present, Orion's product line in China mainly consists of four major series: pie, chewing gum, biscuits and puffed food, with a wide range of target consumers.

Among them, the main consumers of pie products are primary school students. Such people have relatively limited access time, while the consumers of chewing gum and potato chips are mainly young people, and their dependence on the Internet is more obvious.

Compared with other large scale fast selling enterprises, Orion started online marketing late. In 2009, Internet marketing was established as an independent function.

Last year, Orion's mainland sales exceeded 3 billion yuan, and the annual marketing budget exceeded 100 million, but 95% of the market cost was invested in traditional media.

Faced with such a situation, Orion Public Affairs Manager Zhang Xiaoyan and online marketing director Zeng Tuo said that "the broad prospects of Internet marketing have prompted us to pay more and more attention to this form of communication" and make use of limited resources to make "impressive" network marketing cases.

"Our investment will be a gradual increase process, and every cent we want to invest will be effective."

In their view, in the Internet, enterprises are not doing well, or they may be passively involved in crisis public relations.

The decision-making level should encourage more attempts to network marketing and try various ways, even if it fails.

Good combination of boxing is the essence of interaction.

An important work of Zeng Tuo is to coordinate the work between Orion brand managers, agents and network media teams, and plan marketing activities around brands and products.

Over the past two years, many attempts have been made in Internet marketing.

For example, in 2009, a "multi fish" product was co promoted with the popular game "run kart" at that time, which has attracted the attention of consumers and gamers.

Another product named "sweet potato" is a flagship product launched by Orion in 2009. Its biggest selling point is "non frying" and "baking". The target consumer group is 18~29 year old young woman.

In the early stage of the launch of the product, the Internet promotion method is used to attract the attention of consumers and enhance the popularity of products. At the same time, baking baked potato chips is a healthy concept of low fat and non fried.

According to the unique selling points of products, the advertising technology embodies the baking process and adds interactive content, attracting users to click.

During the activity, a large number of Internet advertisements were exposed, attracting a large number of users to register and participate. The Internet has produced good results in the initial stage of publicity.

"We hope to use the Internet to interact with consumers and communicate in depth.

From the former one-way communication to two-way interaction, consumers are more willing to accept the message we want to convey.

As the number of Internet users continues to grow and consumers spend more and more time on the Internet media, the Internet has become an important tool for communication between brands and consumers.

"In the future, the importance of Internet marketing will continue to improve."

Although at present, the network does not occupy a lot in Orion's every marketing activity, but it is an indispensable part.

"If the traditional media pursue the breadth, the network media is deep and interactive.

This year we emphasize the interactivity of activities.

Zeng Tuo said.

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In 8 and September of 2010, Orion upgraded the chocolate pie product that had been selling well for many years in China, and increased its weight compared with its original product. Meanwhile, its taste and taste increased.

However, it is hard for consumers to detect such a minor weight.

How to convey information about product upgrading to consumers? First, we need to know the consumers and their media habits faced by the products.

The main consumers of Orion chocolate pie are 8~15 years old children and their 30~45 year old parents. In response to these two groups, Orion achieves high penetration through traditional media, such as TV ads for children's channels, children's shows and TV dramas.

However, chocolate pie is not only a product for children, it is also a snack choice for many white-collar and college students, and they are exposed to more media such as MSN, QQ, SNS, micro-blog and so on.

"We use the combination of traditional media and Internet media to enable product information to reach mainstream target consumers and interact with young consumers."

Zhang Xiaoyan said.

This combination also applies to many other products of Orion.

On the one hand, the Internet media has provided some supplements to Orion's products; on the other hand, some young people's products directly choose the network media as the main means.

But what we value more is the strong interactivity of the Internet.

Zeng Tuo explained.

Beyond traditional precision

Every June college entrance examination affects the hearts of countless parents. In this examination, thousands of students who study hard for several years will receive a 2 day inspection. The mid-term exam will also be conducted at the end of the month.

The high attention of all walks of life has also made June a real "exam" month.

At the same time, various businesses are also competing for a new round of "examination marketing": all kinds of examination related products appear on the scene and compete for the magic.

Orion has opened up a new path, using the "panda pie" product, to pass the blessing of this warm and humane way to help students test, help test decompression.

With the concept of "blessing", we will send a love and a blessing to the students who are about to take the exam, leaving a good wish on the road of growth.

In addition to the interactivity of the network, this media is more conducive to orientation and precision marketing.

The activity chose online media such as "examination online" for students, and sent "Fu culture" more accurately to them.

In giving mutual blessing, the brand image can be improved, and it can be said to be smooth and silent.

In 2010, Zeng did a lot of "basic" work, and improved the official website and sub brand website as well as its daily operation system as the main position of enterprise network marketing.

"There is an important indicator in my KPI - at least one impressive and brilliant case of Internet marketing."

With the launch of a series of events such as Kung Fu Panda 2 marketing this year, he looks forward to giving satisfactory answers at the end of the year.

[related links]

Orion digital marketing elite said:

It is easy to attract customers.

Official micro and SNS have gradually become the mainstream communication tools, and the media value is increasing. However, these media have their own characteristics and enterprises must be well prepared.

It's easy to bring in guests, but it's hard to keep them.

If the guests come, if they are not well received, their dissatisfaction will be counterproductive.

Now that we have to do it, we must do well.

Creativity can not fly in the sky.

The implementation of Internet marketing requires multi party teamwork.

Creativity is not good, but last appearance is another.

Network marketing is a group work. There is a need for full communication between enterprises, agencies and media platforms.

On the Internet, it is not bad not to do well, but it may be passively involved in crisis public relations.

Enterprises must actively monitor network public opinion and actively respond.

The decision-making level should encourage more attempts to network marketing and try various ways, even if it fails.