I remember two years ago, Taiwan has one called "My Queen," the drama is the very hot, which has a plot, is the heroine particularly like to eat ice cream, especially in the winter, and she ate Haagen Dazs.

Perhaps this is the Haagen Dazs successful placement, but this is not the focus of our discussion, the focus is that many companies are hoping to like ice cream Haagen-Dazs, like, so their target consumers in the off-season can have such consumer impulse. Possible? This is wishful fantasy was able to achieve the goal?

Why do we eat it? An increasingly obvious trend is that today's consumers, especially after 80, 90 of these primary target consumer groups, they eat ice cream, has been basically out of the only in the summer, "hot weather" this simple functional requirements, they prefer, together with close friends "looking for excitement" and "play sharing" enjoyment and consumption. This is unique to their generation of self-expression "lifestyle", for them, has been indifferent cold, indifferent and peak seasons.

Of course, there had to have a reason to approach. Whether Haagen-Dazs, Cold Stone, or is DQ Dairy Queen, Baskin-Robbins, etc., they actually use what kind of magic, but she was great in the winter their counter often have customers waiting in line, popular full it?

Social marketing in the slack-season to create "hot" situation

Want to hot in slack season, the key is to remind the target consumption group to be aware of your presence. Through social media, especially the new media such as network, community cohesion sentiment to stimulate consumption, and it is a good method.

Cool the holy stone, for example, in 2007 entered the Chinese mainland, compared with the haagen-dazs to enter the Chinese mainland in 1996, is weak in time, but is booming in the last two years. Explore, on the one hand, it and its original "dumped" stunt, let consumer in the ice cream has a brand-new visual experience; On the other hand, instead of leading the social media marketing has a lot to do. It first launched the first electronic gifts on Facebook, Youtube video contests, this brings the direct result of the two activities, electronic gifts brought in $10000 in sales, coupons brought in more than 1% of the sales growth. More importantly, let more and more fans to participate in the brand interaction.

And, of course, ice cream companies in the opposite direction, through subversive interactive activities, has made remarkable achievements.

In October 2009, DQ ice queen opened its online direct selling ice cream cake shop, due to miss the best selling time, but also reduce operating costs, they released an online "DQ ice queen 'ice' reason of dispute - the 'ice' reason for" activities. Encourage them to break the routine, the real reason "icy", write down why they buy ice cream cake of ice in winter. Is such a seemingly to challenge traditional thinking activities online, just in a month's time, with the low cost of 100000 yuan won the 25000 registered users.

In addition to the ice cream industry, is like a hot pot, this seemingly strong seasonal industry such as beer, also quietly changed. Like sipping feeding sipping feeding, budweiser, etc are from the official weibo, website, BBS and so on social marketing share the latest news of sales promotions to their customers, and constantly realize interaction, make its brand reputation occupy a high position in the peer.

It is through this kind of social marketing, it will make consumers "share" into a long-term consumer behavior, let share everywhere, let the slack-season does not hot.