O2O e-commerce online and offline promotion plan practical chapter

How to lay out offline, I think there are several ways:

1) The places where your consumer groups often go are the focus of your research and you need to grasp It is a group, not a single individual, because the place is the gathering place for the team's activities.

Don’t think about whether I need to invest more manpower to promote it. What you need to do is to find out the interests of the place. When you find out, that is the beginning of your cooperation. A link is needed in the middle. What this link is needs to be researched and developed based on the industry.

2) The power of public welfare activities:

For new e-commerce companies, public welfare means participation. There are so many public welfare activities in various industries in China. Can you combine them? It is a great knowledge to become not only a participant, but also an organizer of e-commerce in your own field. This is one of the key points I plan when thinking about offline promotion, because it will attract the attention of your target consumer groups and win over consumers’ first feelings for you. You want consumers to come with emotional feelings. What your website will look like. For example, digital photography equipment can be based on environmental protection themes and cooperate with photography associations, environmental protection departments, environmental protection companies and other public welfare activities to promote your popularity. Register your offline membership in the form of a form, and use promotion methods, such as "If you buy a digital camera worth 980 yuan, 18 yuan will be donated to the environmental protection fund to make our home better." (The above figures are only as a hypothesis).

3). The power of community:

When we look at Focus’s strategy, we really admire Jiang Nanchun’s structure. I have been thinking about it today at the elevator entrance of Block D of Wangjing Commercial Center. One problem is that Jiang Nanchun’s commercial building media method does not accurately grasp the entrance and exit issues of consumer groups, but grasps the key word community very well. When he acquired Hezhong, he controlled the focus outside the elevator of the building, and the moment inside the elevator was even more important. The boring elevator was really a place where everyone might be embarrassed. The birth and rapid development of Frame Media proved this a little.

Jiang Nanchun is also aware of the potential market threat to him from the frame in the elevator, at least to the community's advertising share. He also recruited his subordinates very well. Completed his internal and external empire of commercial building advertising. In fact, what I am thinking of is not the business community, but the residential community. Although it has occupied some three-dimensional advertising, it has given birth to another new darling of advertising in print media, and its development speed is also very rapid. As e-commerce, what we seem to neglect is the influence of the community on us. The culture of the community and the maturity of community e-commerce awareness are our opportunities. Through precise opportunity cooperation, we can also find our own groups to enhance our strength. The application of pure water bucket advertising has also begun to receive attention. How to cooperate with them, in I won’t mention the specific methods here, so as not to blind everyone’s brighter eyes.

Case Sharing

Finally, let me share an offline promotion case:

Offline promotion, especially office tours and school tours, are some of the more powerful e-commerce companies. Offline promotion methods are commonly used by merchants, but most e-commerce merchants use the following methods: posting posters, sending DM orders, sending gifts or trial items, and issuing vouchers. However, the final results of these methods are difficult to satisfy, because the materials distributed are relatively exquisite, but the cost is too high. If low-cost materials are used, customer feedback is usually very cold. What is especially difficult is that no matter how you operate, it is difficult to maintain such publicity effects. Generally, it will return to normal after one week.

The offline tour promotion method that I will introduce next is quite unique and the effect is very ideal. I will share it with you below.

What needs special explanation is:

1. This is only a specific product website and a specific time. Not all such activities can have good results.

2. Although I left that company, some figures cannot be disclosed because I signed a confidentiality agreement.

Own website type: B2C station selling fashion gifts

Time: ***20 days

Location: First floor lobby of 20 office buildings in a city

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Budget: 30,000 yuan

Including tour exhibition expenses (600 yuan/office building, jointly organized with two other companies). The purchase of promotional items for the event is 15,000 yuan, and other materials and personnel costs are 3,000 yuan.

Activity content: Customers who spend 30 yuan to apply for a VIP membership card will receive a practical small household appliance worth 99 yuan as a gift (order directly from the manufacturer, the cost is 27 yuan/piece, purchase separately for local wholesale The lowest price in the market is 70 yuan) and a 30 yuan voucher.

(Gifts will be delivered to your door after filling in the information, and payment will be made after delivery).

Customers need to fill in their birthday when applying for a VIP membership card, and they will receive a small gift on their next birthday.

Follow-up work: Send promotional information to members regularly.

According to the customer's delivery address, the customer information of the same company is classified into a group. When someone in the group has a birthday, the message and birthday gift recommendations are sent to other people in the group).

Actual results: It is difficult to disclose the specific amount, but the cost has been recovered. Moreover, a large part of the members developed by the activity have spent the next time.

The key points for the final success of this event are as follows:

1. The selection and procurement of promotional products are in place

I went to Taobao specifically to find the promotion. The price of the product is about 90 yuan. Therefore, many customers saw the event at noon and went upstairs to buy within 10 minutes. They probably also went to Taobao to check the prices. And I choose seasonal products. Although it is not necessary, it feels good to have one.

2. The right time and place

Starting from December, there are four peak gift consumption periods: Christmas, corporate year-end benefits, customer appreciation, etc., Spring Festival, and Valentine’s Day. Goods are in high demand. The office buildings selected are Category B and below office buildings, which reduces costs and has little impact on sales.

3. Define paying for membership cards and special promotions respectively:

The key point of the activity at this time is that special promotions can easily trigger on-site sales, while paying for membership cards can promote long-term consumption. At this event, special promotions are the first impression given to customers, and in terms of delivery and other post-work, we emphasized that customers spend money to apply for membership cards.

4. Capture customer psychology

If customers receive free gifts and vouchers, even though there is a LOGO on the gifts, customers will not have much memory of the brand. If the customer really paid for the membership card by himself, he will remember it for a long time, and he will never forget it unless he spends the money. Therefore, the later effects of this activity lasted very well.

5. Gather member information that will help with future sales.

For example, a birthday website builds a database based on the company where the customer works, and inspires his colleagues to give him birthday gifts on his birthday.