Post on 17-Jul-2015
What is O2O Marketing?
Online to Offline Marketing is the leveraging of online and mobile
to drive local sales or redemptions at offline platform and locations
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"Frankly, we have had a really hard time with O2O, and every year we face many new challenges with regards to it, “
Zeng Ming
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London, UK
Campaign:
British Farms “Really Live Feed”
Objective:
Showcase the benefits of free range
farming to Londoners
Summary:
500,000-strong crowd reminding
thousands of Londoners that “to eat free
range is to eat happy”
Case Study: British Farms
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France
Campaign:
Partagez Votre Dernier Carre
Objective:
Attach customer„s eyes to spread “MILKA”
effect
Summary:
Sales Records - 13 Million Milka
Chocolate bars
Case Study: Milka Last Square
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Canada
Campaign:
Milk Carton 2.0
Objective:
Search for Missing Children in Canada
Summary:
Lead to six returns of children
Case Study: Milk Carton 2.0
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Consumption and Engagement of
Products Must Happen in
An Offline Capacity for F&B
(Restaurants, Grocery Chains, etc)
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WeChat E-Commerce Payment
Through WeChat and other Online channels,
blinq brings in the heavy foot traffic of the Shanghai
(and the rest of China‟s) Metro stations to connect
Tencent’s Online to Offline needs
September 2012
April 2013
“and the key to success of its O2O initiative are the
offline capabilities, and that, rather than online
capabilities, will be in large part the "differentiator" as to
who will win and who will lose in this industry.”
http://finance.ifeng.com/ - 2013.04.08 08:06
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blinq - What is O2O Marketing
and Who’s Doing It?
blinq and Bay Area Rapid Transit
• blinq and BART are partnered together
to deliver a new multi-faceted
experience to Bay Area riders;
• 50-year agreement
• Exclusively operate in 43 stations of
BART systems, and has first rights of
refusal of new stations;
• Managing online and offline retail
campaigns ;
• Concierge network is across all rapid
transit system;
• Magic Box is across all rapid transit
system.
BART systems(covering 27 cities)
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Shanghai Metro
• blinq is founded in July, 2012
• blinq has signed 10-year contract with Shentong Metro
• blinq currently has 7 Experiential Stores along the Line 10, 6 concierge
desks along Lines 1 and 2 and a Flagship Store at Tongji University
station
• In 2014, based on the 14 lines of Shanghai Metro and 329 stations, blinq
will cover 60 stations.
Hangzhou Metro
• blinq currently has 2 stores at Hangzhou Metro along Line 1, including
East Railway Station and Fengqi RD
• blinq will cover 80% of Hangzhou metro by the end of Q2 and increase
exponentially as the Hangzhou Metro grows from a their current Line 1
to Lines 2 and 4.
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blinq and China’s Metro
Shanghai Metro
Tianjin Metro
Nanjing Metro
Chengdu Metro
Dalian Metro
Shenzhen Metro
Suzhou Metro
Hangzhou Metro
Wuhan Metro
Guangzhou Metro
Wuxi Metro
Xian Metro
Foshan Metro
By the end of 2016 blinq is planning to be present in 10 different cities’ rapid
transit system in China
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Connects members to the blinq points marketplace, as well as offers daily fashion-centric content.
Create and manage custom Wechat service accounts, complete with HTML5 pages capturing data during campaign
A cooperation with Carat , combines offline networked media interactivity and social networking into a single vending machine
East Nanjing RD
West Nanjing RD
Jingan Temple
Zhongshan Park
Xinzhuang
Xujiahui
Yishan RD
Branded stores built in the Shanghai Metro for consumers to interact and experience a product
Through both the blinq app and the glass LCDs in the offline stores
blinq - How We Serve Brands
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Shanghai, CHINA
Objective:
Create Brand Engagement
blinq Platforms:
Experiential Stores/WeChat/ Weibo Campaign
Highlights
- A total of 11,791 people entered into four
Pepsi stores over the period of 20-day
- High conversion rate from passengers to
consumers (93.6%)
Case Study: Pepsi
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Shanghai, CHINA
Objective:
Create Brand Engagement
blinq Platforms:
Experiential Stores/WeChat/ Weibo Campaign
Highlights
- A total of 6,104 people entered into the
Coca-Cola stores over the period of 20 days
- High conversion rate from passengers to
consumers (72%)
Case Study: Coca Cola
Online
Offline
O2O
blinq O2O Marketing
blinq = Comprehensive Integrated
Marketing Platform
blinq – Creating A New Playing Field
O↔O HOW?
WeChat + Weibo + Web + branded
APP ⇒ Control? Flexibility?
Offline Space ⇒ Vendors? Retailers?
Control?
blinq - O2O Marketing
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Big
Data
?
?
?
?
Tool for Brands
Opportunities to Specific Targets ▸ Average 24 year-old male purchases
1 box of chocolate every 15 days
Behavioral Profile of Members
Demographic Employment
Statistics Average Salary
Program Active
Participation
Data Tracking Through LBS
blinq Platform
Membership Program Campaigns
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Product Life Cycle Challenges
• Long Supply Chain
• Logistics Operating at Certain Size
• Expiration Dates
blinq O2O
Direct-to-Consumer
Path
Push Limited SKUs in high Volume
Product Lifecycle
Management
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Strategic Planning
Budgeting Agency Creative Execution Consumer
Engagement
Strategic
Planning Budgeting
Consumer Engagement
Enabling Brands to Shorten the Distance to Consumers
Traditional
blinq
Straight to Consumer Solution
O2O Marketing is a Philosophy
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blinq
Forefront Technology
Understanding Consumers
blinq Continues
to Stay at the
Forefront of
Technology to
Adhere to Savvy
Consumers
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