What are the classic cases of cross-industry cooperation? What should we pay attention to in cross-industry cooperation?

1, Ping An Easy Wallet+Uber (Building 10 Billionaire)

Call the escort car with one button; The lucky person will get the 1 100 million yuan experience money from the wallet and earn personal income within 24 hours.

2, PP money+ Uber (Halloween ghosts send money)

One-click call "ghost to send money"; The lucky one will be picked up by the "ghost" driver and will also get PPmoney's "fooling around".

3.PP money+ Uber (UberOFFER recruitment activity)

Call "UberOFFER" with one click. After the call is successful, the interview car taken by corporate executives will drive directly to the students, and the students can communicate with senior interviewers after getting on the bus.

Precautions:

1, with clear objectives

Clarify the original intention and purpose of cross-border, because we often gradually deviate from the original purpose in cross-border exchanges and cooperation, so we should learn to make choices in the process of making multiple-choice questions.

2. The span should be large.

A large span can be understood as making users exclaim, "So you can still do this!"

For product cross-border, it is an attempt to "jump out of the original category" and let users have a brand-new brand experience; For cultural cross-border, a consistent professional and serious brand and lively and lovely IP cross-border cooperation can produce a comparative effect, and Piggy Page is a good example.

3. Crossing depth

The purpose of brand cross-border is not only to achieve greater communication effect, reaching 1+ 1 > 2, but also to bring goods and drainage. To stand out from many marketing activities and become a cross-border explosion, in addition to promotion, it is very important to look at the level of cross-border creativity.

Just sticking your logo on the other side's products and doing a bunch of brand activities without depth is becoming more and more worthless. In cross-border, we need to consider how to combine brands in a diversified, multi-level and skillful way.

4, always maintain brand association, complementary and win-win.

Brands should always maintain their own characteristics and personality in cross-border cooperation, and constantly explore, display, enrich and expand themselves.

Behind the cross-border is the sharing of values, lifestyles and user experiences. It may bring unexpected surprises and open up new opportunities for the brand, or it may become a bright spot and a slot. Therefore, it is very important to do systematic market research and analysis of advantages and disadvantages before cooperation.

For example, whether there is a relatively consistent target user group, whether the three views of the brand are consistent, whether the strength of both parties is appropriate, whether they can achieve complementary and mutually beneficial effects, and so on. As long as the brand has the heart, some seemingly unrelated brands or products can also achieve a win-win situation through cooperation, resulting in a superposition effect.

It is not easy to create amazing experiences for users. Try to innovate the content and form with the help of technical means and tools. Such as H5, VR, artificial intelligence, face key point tracking, face fusion, face feature point location and other technologies. It has been repeatedly exploded in the circle of friends.

Generally speaking, cross-industry cooperation refers to a marketing strategy in which two or more enterprises in different industries share resources, reduce costs, improve efficiency and enhance market competitiveness.

"Different industries" is a concept corresponding to "the same industry", representing different industries. Therefore, the core of cross-industry cooperation includes two aspects: first, the marketing subject is enterprises in different industries; The second is marketing in a cooperative way.

In cross-industry cooperation, we should first consider the purpose of cooperation, whether it is sales or brand promotion. The industry direction chosen for different purposes is definitely different. For example, in the software industry, better cooperation and bundling with hardware manufacturers will achieve obvious results in sales.

In addition to bundling product resources, bundling sales channel resources is also a good way. The so-called cooperation between channels means that both parties open their respective channel resources.

Either open the sales channels so that the products of cooperative enterprises can be sold through their own sales channels, or open the product display channels to provide a broader display platform for the products of cooperative enterprises, and realize the sales of their own products through the sharing of channel resources. These are all possible ways of cooperation.

Generally speaking, the partial or total overlap of target consumers is the basis of cross-industry cooperation. If there is no intersection, everything will be impossible. Under the current circumstances, there are many cross-industry cooperation between IT industry and FMCG. For example, Acer once cooperated with Master Kong, Lenovo and Coca-Cola.

The concepts of cross-industry cooperation and SCDP are basically the same. SCDP is an English abbreviation, SC- the same customer, that is, "the same customer group", and DP- different products refer to "different industries or products".